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Love in the Twenties! CJ E&M “White Paper on Love

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What is the basis for the research paper published in 2016 on the love and relationships of Korean people in their 20s? Its rationale is that the generation of people in their twenties represents the current of the times. Reading about the trends affecting those in their 20s can help us find out about the living stories of here and now.

Let's take a look at "White Paper on Love and Relationships among Korean people in their 20s," the report jointly carried out by CJ E&M Research Center and Daehaknaeil Research Laboratory for the Twenties from April 27 to May 3, targeting 816 men and women in their 20s around the country.

Read the trend of love and relationships among people in their twenties to understand current trends!

Love in the twenties

▲Love in the twenties? (Image source: I Need Romance 2012 homepage)

CJ, the company which has created culture, completed a report on the lifestyles of people in their twenties, called "White Paper on Love and Relationships among Korean people in their 20s," carried out in collaboration with Daehaknaeil Research Laboratory
for the Twenties!

CJ E&M Research Center noted that almost all artistic contents, such as movies, TV series, performances and music pertain to a love story of young men and women. Reading the trends in the love and relationships of people in their 20s can provide more detailed points relevant to culture creation.

Understanding the trends in the love and relationships of young people is the first step for making good contents that can really resonate with the younger generation. Love stories are life stories! Let's take a look at the differences and the similarities between the younger and older generations through reading about the 2016 trends of love and relationships among young people in their twenties!

LAN Cable Dating | Online Meeting through Social Media and Apps Gives No Burden!

 Date Masters who actively use social media date apps!

▲ Date Masters who actively use social media & date apps!

Date Beginners Date Intermediates Date Masters

Preference for meeting through social media/date apps

Those experienced in love affairs n=741

* Date beginner group has experience of love after turning 20

* Date intermediate group has two or three experiences of love after turning 20
(the average number of relationships by the twenties is 2.7.)

* Date master group has more than four experiences of love after turning 20.

The first keyword of "Findings about Love and Relationships for the Twenties": LAN cable dating. Social networks such as Kakao Talk or Instagram that enable so-called LAN cable dating are important instruments of love and relationships for those in their the twenties. When young people discover someone they like on acquaintances' Facebook, Kakao Story or Instagram, many of them use tags or direct messages to reach out and initiate communication. Social media has become a vital link between people.

A sense of belonging you can feel in the online relationship

▲ A sense of belonging you can feel in the online relationship

Attitude and recognition about online relationship

I feel more comfortable in conversations through text messages or via an electronic messenger than in person-to-person conversations or telephone calls.

I feel a sense of belonging in an online relationship.

I think I want to make a social network account exclusively for online relationships.

I feel more comfortable to reach out to an anonymous online user than to my friends or acquaintances.

Source: Survey by Daehaknaeil Research Laboratory for the Twenties in April, 2016, targeting 643 men and women
in their 20s nationwide

Men and women in their 20s have a tendency to feel a degree of comfort and sense of belonging to an online relationship, which sets themselves apart from previous generations. This is why LAN cable dating is possible. Since they feel little difference between online and offline relationships, young people imbue LAN cable dating with the same significance.

Okay with online meeting as well as blind dates

▲ Okay with online meeting as well as blind dates!

Ways of meeting preferred by the young

College students prefer meetings arranged through an acquaintance, clubs or gatherings, rather than through college!

Office workers prefer introductions made by an acquaintance or a blind date!

The LAN cable dating generation has a 7% preference for meeting through social media or social dating apps!

Total number = 816

Introduction by an acquaintance Club/Gathering Blind date College/Department Social media/
Date apps Others College students Office workers

#lovestagram  #coupstagram  #MyLove  #We_are_a_perfect_match  #I_am_in_a_romantic_relationship

▲ #lovestagram #coupstagram #MyLove #We_are_a_perfect_match #I_am_in_a_romantic_relationship

Coupstagram

Like lovestagram, coupstagram is a word combining ‘stagram’ from Instagram and the ‘coup’ of couple.
Its meaning is similar to lovestagram.

#Coupstagram

A: Sulli, don't you think you're too engrossed in coupstagram?

Did you stop eatstagram?

B: I'm in a romantic relationship. So I really want to show it off.

Don't you think we're a perfect match?

Although romantic relationships for those in their twenties still often start with traditional ways such as blind date or gathering, more and more young people are starting their romantic relationships through social media or dating apps, which suggests there are more opportunities for relationships between men and women.

Dating with No Bubbles! | Fling No! Hollow Relationship No!

If you like him or her, don't have just a fling. Hold on tight!

▲ If you like him or her, don't have just a fling. Hold on tight!

The possibility of developing from a good feeling to a full-blown romance

Appropriate duration of just a good feeling

About 4 weeks

An average of 3.8 weeks

Source: Survey by Daehaknaeil Research Laboratory for the Twenties in July, 2014, targeting 400 college men and women in their 20s nationwide

The second keyword of "Findings about Love Affair for the Twenties" is: dating with no bubbles. A practical outlook on love and relationships defines how people in their twenties approach dating.

Today, daily life for people in their twenties is more realistic than it was for previous generations. This suggests that there is less romantic idealism when it comes to relationships because daily life has become defined by part-time jobs, the search for higher qualifications, and summer or winter sessions.

That’s perhaps why young people increasingly prefer enthusiastic relationships to having a secret crush.

Now that the possibility of developing from a good feeling to a full-blown romance is more than 50%, and the good feeling typically lasts for less than four weeks, it appears that young people who are living a busy life prefer a speedy romance.

Average allowance and date expenses per month for those in their twenties

▲ Average allowance and date expenses per month for those in their twenties?

Average allowance and date expenses per month

Those experienced in love affair n=741

Allowance Date expenses

College students Office workers

Date expenses are another way of showing the preference for practical-style relationships among those in their twenties. That is, people in their twenties share expenses for dating equally.

As for presents, they like things they really want to have more than impractical things such as big Peppero sticks (a chocolate brand synonymous with romantic gestures) or a bunch of flowers. And they prefer parks or gourmet restaurants near their homes to hip places. Comfortable and practical places like the Han River Park or Yeonnam-dong Railroad Park are particularly popular.

Date expenses? Frugal and practical-style dating of those in their twenties

▲ Date expenses? Frugal and practical-style dating of those in their twenties

Sharing of date expenses

Total number = 816, Top 2 positive rate

College students Office workers

Experience and intention of opening a dating ledger

People in their twenties typically enjoy frugal dates and prefer to open a dating ledger to help share the expenses incurred while dating equally, as well as to help save money together for special events, such as summer vacation or Christmas!

This is largely how student couples of the same age prefer to date. Practical pleasures with no bubbles is one of the defining features of love and relationships among those in their twenties.

Sexy Relationship | Straightforward Dash! Frank-style Love Affair!

The third keyword of "Findings about love and relationships among those in their twenties" is: sexy relationship. Sexual discourse has become an integral part of healthy love affairs among those in their twenties.

When a person says "I went to MT last weekend," what do you think they mean? If you ask "Did you go to Daeseong-ri?", you're old-fashioned. If you’re in your twenties, you should rather ask "Did you go to Shinchon?" Now, MT which stands for motel (i.e. love motel), has become a daily word among young people. Motels are a convenient place for couples to enjoy time together.

What is the meaning of MT he went to last weekend?!

▲ What is the meaning of MT he went to last weekend?!

MT

If MT brings to mind membership training (i.e. team building away days), you definitely belong to the previous generation. Today, MT means motel. Young people were too ashamed to utter the word motel (which is frequently seen as a shady or seedy place) and hence started using an abbreviation for ease of use.

A: What will you do with your girlfriend this weekend?

B: We will go to the new MT in Shinchon.

Anna, one of many characters in the popular tvN drama "Another Miss Oh," is quite forward with her straightforward desire to bring physical intimacy into her love affairs. Although there is a shade of exaggeration in her behaviors, she very much personifies the natural and frank style of love and relationships pursued by those in their twenties.

Around 84% of the young people in their 20s surveyed said that heavy petting is possible within a month after dating. The progress of touching and heavy petting is not meaningful for those in their twenties, but the styles or preferences for such intimacy has become a very important variable for such love affairs.

 Progress of intimacy among those in their twenties

▲ Progress of intimacy among those in their twenties

Appropriate progress of intimacy

A straightforward love affair! There are no rules when it comes to intimacy!

Those experienced in love affair n=741

The proportion of those who said physical intimacy is possible within a month after starting a date (including "I don't care.")

Date Beginners* Date Intermediates* Date Masters*

Kiss Sleeping together

* Date beginner group has experienced love after turning 20

* Date intermediate group has two or three experiences of love after turning 20
(The average number of love affairs among those in their twenties is 2.7.)

* Date master group has more than four experiences of love after turning 20.

For those in their twenties who prefer a frank-style love affair, motels are a natural part of dating, like movie theaters; a two-seater library where they can study together for the examination period; and the setting for their own romantic drama which gives them an unforgettable memory on their special day.

They accumulate points using motel reviews or reservation apps such as Yanolja or How About Here, reserve their favorite motels, and willingly go to other regions to visit motels famous for good accommodation and a pleasant environment. They don't feel embarrassed about meeting other couples at motels or writing a review on the motels they have visited.

Various styles of love affair ~ Cast away prejudice

▲ Various styles of love affair ~ Cast away prejudice!

To what extent do you think there has been a change in the numbers of your friends/acquaintances involved in the following, compared to the past?

Friends/acquaintances who are dating with foreigners

Friends/acquaintances who have a romantic relationship with a big age gap

Friends/acquaintances who are living together with their lover

Increase

Normal

Hasn’t increased

Total number = 816. Top2 positive rate

Moreover, most people in their twenties do not mind dating with an older or younger boyfriend or girlfriend, international dating, or even cohabitation. This is one of the key findings about love and relationship preferences among Korean people in their 20s.

We now see more twenty-somethings saying they have seen more young couples who are involved dating with an older or younger partner, international dating, or cohabitation. The style of love that Korean people in their 20s prefer is finding one whom they can share their hearts and experience deep emotions with, rather than looking for an ideal partner who fulfills all their requirements.

Today, twenty-somethings are maintaining their romantic relationships without bubbles by being practical. They are following their hearts for love, willingly overcoming long distances or great age gaps. Those in their 20s also tend to be open to cohabitation, where they share their time and space with their lovers, rather than hiding or refraining from the desire to be together.

Did you enjoy reading "The Findings about Romantic Relationships of People in their 20s"? The style of dating and love has changed in recent years; however, the warm romantic feelings and enthusiasm for communication rooted in love itself remain the same.

In an era where online dating, practical dating, honest love are de rigueur, you can make your one-and-only feel how passionately they are loved. The Trend Report of CJ E&M Research Center shows its efforts to understand the preferences of twenty-somethings today by looking into the love and relationship styles of Koreans in their 20s.

* Image Source: White Paper on Love Affairs for Korean People in Their 20s