Park Jae-hyuk is a seasoned journalist who has provided comprehensive coverage of South Korea's corporate dynamics, economic policies, industry challenges and the global positioning of Korean companies. Based on the articles he has written since joining The Korea Times in 2016, his investigative approach has helped readers understand corporate governance, economic trends and business strategies shaping South Korea’s economy.
Korean moms flex muscles across board
President Moon Jae-in has a meeting with members of mom cafes at Sinhallyu Plus Premium Lounge in Mapo-gu, Seoul, during his election campaign in this March 16 file photo. He is holding a sign that reads, “New Korea that women will make.” / Korea Times photo by Oh Dae-geun
By Park Jae-hyuk
Businesses keep close eye on communities of mothers
By Park Jae-hyuk
Mothers who brought up problems with Lilian sanitary pads brought the manufacturer, Korean company Kleannara, to its knees.
At online forums called “mom cafes,” Korean mothers have claimed the sanitary pads cause menstrual irregularities, rashes and other side effects.
Their complaints forced the Ministry of Food and Drug Safety to investigate the product and pressed discount chains and convenience stores to suspend its sales.
Kleannara also announced consumers will be able to get refunds for the product next week without conditions.
It was not the first time Korean mothers took on a company.
Firms running their businesses here, therefore, say they have no choice but to focus on large mom cafes such as Remon Terrace and regional mom cafes, given they are among the nation’s most influential consumers.
Korean mothers have especially exerted influence on firms specializing in household items and foods.
The most notable case was the boycott against Oxy Reckitt Benckiser, the company that sold humidifier sterilizers in Korea that turned out to be lethal.
Feeling sorrow and anguish for the women and children who were victims of the product, Korean mothers still refuse to purchase anything from the company.
In the case of Procter & Gamble (P&G), members of mom cafes were the first to raise questions about the safety of the global company’s Pampers diapers.
After the mothers shared a French magazine article on the alleged risks of the diapers, Korean news outlets began reporting it. Next came a government investigation and temporary suspension of sales at discount chains.
Contaminated eggs, which have recently been embroiled in a controversy over pesticides found on them, have raised the ire of the mom cafes, who want safe foods for their children.
“I saw more housewives buying tofu at a supermarket today,” a mother of a five-year-old wrote on a mom cafe. “This proves more mothers are paying attention to their children’s safety.”
As mothers began sharing alternatives to eggs and reducing their egg consumption, discount chains recently announced they will cut egg prices.
Korean mothers, however, do not lead public opinion only in the field of consumption.
Politics has the attention of mom cafes, for politicians cannot ignore the voices of mothers.
The sentence, “Thank you, Moon Jae-in,” which went viral on the President’s 100th day in office, was a gift from mom cafes.
After an online forum specializing in female fashion suggested the event, mom cafes provided support for the move and the sentence became the most-searched keyword on the nation’s biggest portal Naver last week.
The mothers were known to have opposed Ahn Cheol-soo, the People’s Party presidential candidate. Many mothers declined to vote for Ahn after he promised to build fewer public kindergartens during the election campaign.
His approval rating plunged, and he placed third in the presidential election in May.
Political issues were sometimes related to the spending of Korean mothers.
Amid the corruption scandal last year over former President Park Geun-hye and her confidant Choi Soon-sil, who is suspected of meddling in state affairs, Korean mothers boycotted companies having links with Choi.
Suhyang Networks’ popular brands of baby clothing, Bluedog and Minkmui, faced a boycott by mothers, as the news revealed Choi’s brother-in-law managed the company.
The company had been popular among mothers for the quality of its products, but its sales have taken a severe blow since the scandal.
Risks of mob psychology
Some people have criticized mom cafes over the risks of creating a mob mentality.
Although many mom cafes have staged boycotts against McDonald’s, which faces a lawsuit from a parent of a child suffering from renal failure, a growing number of internet users defended the company, saying the reason for the condition is unlikely to be from eating a McDonald’s hamburger.
The boycott against Pampers diapers also faced criticisms, as claims came out that the French magazine wrote the article for the sake of its sponsor, a rival to P&G.
Some mom cafes came under fire for getting companies and local stores to sponsor them.
Despite these side effects, most mothers say they have no choice but to join mom cafes to obtain useful information from other mothers.
Korean mothers in other countries are no different.
“The first thing for Korean mothers in Vietnam to do is join the local mom cafe,” a wife of a Korean working in Vietnam said. “Unless mothers join the community, they are unable to get the necessary information they need.”