South Korean retailers are stocking their shelves and shop windows to cater to the tastes of “dried-fish woman” and “herbivore man”.
Even more than baby boomers and Generation X in the west, these young professionals have come to epitomise social change in Asia's fourth-biggest economy, disconcerting their elders with their apathy towards traditional family values. They are the subject of television dramas and a forthcoming film.
Offending family-orientated Confucian values, neither dried-fish woman nor herbivore man is much interested in romance, part of the reason why Korea's fertility rate is lamentably low.
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