A growing number of South Koreans perceive themselves as worse off than they are, driven by a phenomenon known as “inflating criteria for average.” This trend, where the lifestyles of the top 10% are conflated with the social norm, creates immense pressure on individuals to emulate unrealistic standards, leading to widespread feelings of relative deprivation and dissatisfaction.

The consequences of this distorted perception are far-reaching, contributing to various social issues such as declining marriage and birth rates in the country.