Key Points
- Korean-style photobooths have spread to many countries around the world, including Australia.
- An expert explains how such businesses are an extension of Korean ‘play culture’.
- Young people are targeted through social media and collaborations with K-pop stars.
Two friends laugh as one dons a pair of bunny ears, the other a velvety shark hat, before unleashing big smiles for the camera.
This is not their first visit to Life4Cuts, a South Korea-born franchise of photobooths that’s recently opened in Melbourne to lengthy queues.
These studios, which are commonplace throughout Seoul and mushrooming globally, encourage customers to strike poses wearing a variety of quirky accessories.
Guests are rewarded with printed photo strips to take home.
"You pick out the most adorable decorations and strike different poses. That way you can make the picture more beautiful," Rui Gong, a visitor to the photo studio, told SBS Korean.
Hanbing Zhou, her friend, said, "Because I wear glasses every day, I can come here and pick out weird or pretty glasses, which make me happy. I love to come here because everything is so cute.”
Photobooths have sprung up around South Korea and now the trend has landed in Australia. Credit: SBS Korean
A Korean trend lands Down Under
Sticker photos, which gained popularity in South Korea in the 1990s, gradually lost their place as smartphones became popular in the following decades.
Now they’re back in vogue among Korean youths – dubbed by some to be the 'photopress generation’ for their adeptness at expressing themselves through pictures.
In cities like Gangnam and Hongdae, these self-service photobooths have drawn tourists from far and wide.
Similar business are now springing up in Australia and other parts of the world, with reportedly visiting one such studio at a “Koreatown” in England earlier this year.
According to Ho-ik Lee, CEO of LK Ventures, the firm behind Life4Cuts, about 2.3 million people visit their studios in South Korea monthly.
Since launching in 2017, the brand has expanded to more than 400 locations domestically and more than 150 in 17 other countries, from China to USA.
Hongrim Kim, who has just opened two studios in Melbourne’s CBD, plans to open another one this month.
"The number of visitors to the two studios ranges from 1,000 to 1,500 a day," he said.
Hyunah Yang, the owner of Photo Moon, a similar studio in Strathfield, Sydney, said people become curious when they hear it’s an imported trend.
Students are our main customers, but families and couples from all backgrounds also come to take pictures, and some even bring their pets.Hyunah Yang, photobooth owner
Jenny Park, a manager of Hama Film, another studio in Melbourne, said, "People don't just come here to take pictures, they want to make customised memories in an exciting atmosphere."
From left to right: Business owners Hongrim Kim, Hyunah Yang and Jenny Park. Credit: SBS Korean
'Making memories’
With Christmas approaching, Grace Jung was keen to take some fun photos to gift to her loved ones.
“I don't usually like to take pictures, but I come here (Photo Moon) once a week,” she said.
I can try on various hats and accessories, which is fun. Even my parents, who are older, are shy about taking pictures, but they are pleased when they come here. It's a great opportunity to make memories with my parents.Grace Jung
Gil-Soo Han, Professor of the School of Media, Film & Journalism at Monash University, said the photobooth phenomenon can be examined through the lens of Korean play culture.
“In contemporary South Korea, many unique activities result from society's hyper-competitive economic and cultural contexts,” he said.
Earlier this year,
Even though this was eventually reversed after pushback from young people, data shows that South Koreans have among the highest working hours for nations in the Organisation for Economic Cooperation and Development.
“In the worker-unfriendly South Korean society, YOLO (You Only Live Once) has become an important life motto. Naturally, Koreans are desperate for the opportunity to turn every moment of their after-work life into playful events. Businesses follow to satisfy them,” Prof Han said.
The photo wall at Hama Film in Melbourne. Credit: SBS Korean
Human beings are beings of memory. Such photo studios allow people to spend fun and meaningful time with friends and loved ones for very little money.Gil-Soo Han, Professor at Monash University
Globally, he believes that the photobooths are part of a wider trend.
"Under the influence of K-pop, overseas fans tend to accept Korean dramas and play culture unconditionally, which is fascinating."
Mr Kim said collaboration with Korean celebrities is a significant strength of his studio: "Our photo frames with global idols like Seventeen, Hwasa and BTS are very popular."
From left to right: Ho-ik Lee of LK Ventures and Professor Gil-Soo Han. Credit: Supplied
Digital meets analogue
Even though she grew up with mobile phones, Ms Zhou believes analogue photos have a longer lasting impact compared to digital selfies.
“We’re going out for a dinner today because one of us is graduating. To keep it fresh in our minds, we came here to take hilarious photos," she said.
Her friend Trang Phan agrees: "We get the photos printed immediately. So, we can keep them in our pocket."
The technology may not be cutting-edge, but Prof Han said the younger generation are adept at learning and “making anything their own” if it is interesting enough.
“People tend to be interested in finding out what things that look classy now looked like in the past. It is a longing for a retro style.”
Grace Jung was keen to take some fun photos at a photobooth in Sydney. Credit: SBS Korean
"Many friends around me like retro music, and I think it is similar to collecting LP albums," she said.
Mr Kim argues the photobooth trend’s popularity lies in its blend of digital and analogue worlds.
"Not only can customers take pictures and receive them on the spot, but they also have the advantage of being able to experience digital things together," he said, adding that his studio also runs promotions for customers whose photos attract the most likes online.
Indeed, for friends Ms Zhou, Ms Gong and Ms Phan, their photo strips are likely to end up on social media anyway.
“I will definitely post them on my Instagram,” Ms Phan said.
