From relatable to out-of-touch: Korean celebrity’s luxury lifestyle draws online backlash
Son Yeon-jae / Xportsnews
Former rhythmic gymnast Son Yeon-jae is facing growing backlash for what many online users call the “tone-deaf flaunting of wealth,” as her once-wholesome image gives way to controversy over her luxury spending.
Son’s personal YouTube channel initially gained praise for its down-to-earth depiction of daily life and motherhood. However, in recent months, the tone has shifted as she repeatedly showcased high-end baby products, luxury fashion items and lavish trips and meals — drawing accusations that her content has turned into a series of “money-showing” moments.
What began as admiration for her relatable lifestyle has now turned into criticism. “It’s gone beyond envy — it’s uncomfortable to watch,” one comment read, echoing a wider sentiment that her “simplicity” has morphed into “display.”
In one video, Son introduced luxury accessories such as a hairpin costing hundreds of thousands of won and a watch worth tens of millions of won, admitting she was “shocked by the price” but still featuring the items on her channel. Many viewers took this as a deliberate display of wealth.
The criticism intensified when she recently uploaded another vlog in which she went shopping for props and said, “Let’s spend money in earnest,” a remark that further fueled the “money flex” debate.
Son Yeon-jae / Captured from Son's YouTube channel
Commentators say the issue lies not just in her spending but in the lack of awareness in editing and content planning. Despite the ongoing public reaction, similar videos continue to be uploaded, suggesting little consideration for the controversy.
Online users have voiced frustration, saying, “It’s disheartening to see this when people are struggling to make ends meet,” and “She can spend as much as she wants, but the way she shows it feels out of touch.”
This article from Xportsnews is adapted by a generative AI system and edited by The Korea Times.