Why Young Koreans Are Buying Keyrings Instead of Alcohol

Why Young Koreans Are Buying Keyrings Instead of Alcohol

Korea is always full of interesting trends, and one of the biggest conversations recently is how people in their 20s and 30s are spending their money differently.

For a long time, drinking was considered one of the most common ways to socialize after work or school. However, many young Koreans today say that spending money on alcohol feels wasteful. Instead, they're choosing to spend that money on small items that make them happy—especially cute keyrings, squishy toys, and mechanical keyboard keycaps.

Squishies Are Becoming Popular Again

One of the biggest trends is something called 말랑이 (mallang-i).

These are soft, squishy toys that you can squeeze, stretch, and reshape with your hands. They are similar to stress balls, but they are usually cuter and have a much softer texture. Many people say simply touching or squeezing them helps them feel calmer when they're stressed.

Unlike slime, they don't leave sticky residue on your hands, so they're much easier to carry around. Many people even attach them to their bags as keyrings, making them both a fashion accessory and a stress-relief toy.

Another Trend: Mechanical Keyboard Keyrings

Another surprisingly popular item is the mechanical keyboard keyring.

These miniature keypads contain real mechanical keyboard switches. Some even light up with LEDs, while others make the satisfying clicking sound that mechanical keyboard enthusiasts love.

People often keep them attached to their backpacks or bags and repeatedly press the keys while waiting for the subway, thinking, or simply relieving stress.

Another Viral Trend: Wax Breaking Balls (왁뿌볼)

Another product that's recently gone viral in Korea is called 왁뿌볼 (Wakppu Ball), short for "Wax Breaking Ball."

At first glance, it looks like an ordinary squishy toy or slime ball. However, the outside is coated with a thin layer of hardened wax.

The fun comes from slowly squeezing the ball until the wax shell suddenly cracks with a loud, crispy sound. Many people enjoy both the satisfying sensation and the ASMR-like sound of the wax breaking apart.

Unlike ordinary stress toys that can be used over and over again, a Wax Breaking Ball is mostly a one-time experience. Once the wax coating has completely cracked, it can't easily be restored.

Even so, many people are happy to spend around ₩3,000–₩10,000 on one because they enjoy the unique texture and the "crunch" that has become popular on short-form videos like Instagram Reels and YouTube Shorts.

This trend became especially popular in late 2025, with countless videos focusing on the satisfying crack, snap, and crunch sounds as people broke the wax shell by hand.

Why Is This Happening?

Personally, I think this trend says something interesting about Korean society.

Many people point out that today's young adults grew up playing with slime and other tactile toys. As they got older, their preferences changed from messy toys to cleaner, more portable items like squishies and keyboard keyrings.

Others have another interpretation.

Many adults couldn't afford the toys they wanted when they were children. Now that they have jobs and their own income, they're finally buying the cute things they wished they had growing up.

I think there's probably some truth in both explanations.

It Also Reflects Modern Stress

At the same time, I can't help but think this trend also reflects how much stress people are under.

About ten years ago, when I was living in the United States, I remember seeing office workers playing with stress balls while working. At the time, I thought it was interesting because that wasn't something I often saw in Korea.

Now, Korea seems to have developed its own version of stress-relief toys. Instead of stress balls, people carry squishies or mechanical keyboard keyrings.

It's fascinating, but it's also a reminder that many people are looking for small ways to cope with everyday stress.

A Small Downside

There is one downside, though.

The squishy toys themselves are usually quiet, but mechanical keyboard keyrings can be surprisingly noisy.

I've even seen people repeatedly clicking them on the subway while waiting for messages, and sometimes people use them in cafés or even at work.

While they're fun to play with, I think it's important to be mindful of the people around us. Just like listening to music without headphones would bother others, constantly clicking a noisy keyring in a shared public space can be distracting.

Finding ways to relieve stress is important, but so is respecting shared spaces.

Final Thoughts

Instead of spending money on alcohol, many young Koreans are choosing small purchases that bring comfort, nostalgia, or simple happiness.

Whether it's a cute squishy toy, a keyboard keyring, or another collectible, these trends offer an interesting glimpse into how Korean consumer culture is changing—and perhaps how people are trying to make stressful everyday life feel just a little lighter.

How do you usually relieve stress?
Do you prefer buying small things that make you happy, exercising, listening to music, or simply taking a break? I'd love to hear your answer in the comments.

In my next post, I'll introduce some of the best places in Seoul to buy these trendy Korean toys and keyrings, including the famous Dongdaemun Toy Market.