How a nostalgic look at the IMF crisis captured a generation
In short: In 2022, the South Korean drama Twenty-Five Twenty-One became a commercial sensation. By weaving together the struggles of the 1998 IMF crisis with the vibrant energy of youth, the series tapped into a powerful sense of nostalgia that resonated deeply with viewers facing a global pandemic.
The series, directed by Jung Ji-hyun, follows five characters through a timeline spanning from 1998 to 2021. The narrative is framed by the discovery of a diary by Kim Min-chae, the daughter of protagonist Na Hee-do, who has run away to her grandmother's house after quitting ballet. This structure allows the audience to experience the past through the lens of memory and legacy.
A central driver of the plot is the 1998 IMF crisis, which fundamentally altered the lives of the characters. For Na Hee-do, a fencing prodigy, the crisis led to the disbanding of her school's fencing team. For Baek Yi-jin, the son of a chaebol family, the financial collapse meant his family went from riches to rags, forcing him into various part-time jobs before he eventually became a sports reporter.
The show's immense success was fueled by a 'retro-sentimental' aesthetic. By utilizing specific props, fashion, and locations, the production invoked nostalgia for the 1990s. This resonated with viewers who found empathy in the depiction of economic struggle during the IMF period, especially while navigating the ongoing COVID-19 pandemic. The series achieved significant milestones, including a 10-week run on Netflix's 'Global Top 10' and maintaining top popularity rankings for its lead actors, Kim Tae-ri and Nam Joo-hyuk, during its eight-week broadcast.
The cultural impact extended beyond the screen. The 'retro craze' in South Korea was bolstered by the show, and its influence was seen in retail, such as a three-fold increase in sales for 7-Eleven's Breadum brand. Even the manhwa 'Full House' saw a massive 1,044% sales growth in February 2022 due to its appearance in the series.
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Sources
- Summary by Intellect · source: Twenty-Five Twenty-One
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