South Korea, a nation renowned for its bustling work culture and relentless drive, has discovered a surprisingly unorthodox companion for unwinding: pet rocks. Yes, you read that right. The 1970s fad from America has found a new lease on life in Asia, but with a decidedly more soulful twist.
Unlike the rock-in-a-box craze of decades past, South Korea's pet rock phenomenon is all about finding solace. Lee So-hee, a 30-year-old office worker, perfectly captures the sentiment. "It makes things a bit less lonely and more fun," she says of her pet rock, aptly named Hongduggae.
South Koreans, notorious for their long workweeks, have a unique way of de-stressing. From mock funerals to meditation retreats in simulated prison cells, they've embraced unconventional methods for relaxation. Now, pet rocks have joined the ranks.
For Lee, Hongduggae serves as a silent confidante. After long hours in the lab, she finds comfort in venting to her pet rock. "Of course, it's an inanimate object," she acknowledges, "but it's kind of like talking to your dog, and can feel relaxing."
Gary Dahl, the American marketing mastermind behind the original Pet Rock craze, would likely be amused to see his creation resurface in South Korea. While not directly linked to Dahl's brand, the idea has taken root in online marketplaces, drawing inspiration from the 1970s phenomenon.
Professor Kim Jin-kook of Korea University sheds light on the deeper meaning behind pet rocks in South Korea. He explains how East Asian cultures, including Korea, have long valued ornamental stones that symbolize stability and eternity. "Rocks don't change," he says, "and give people a sense of stability."
The trend gained momentum around 2021, with popular TV actors and K-pop groups like Seventeen and Enhypen showcasing their pet rocks on social media. These adorable companions, typically smooth and round, are often adorned with glasses, hats, or scarves and nestled comfortably in little cushions or nests.
Ko Hyun-seo, a 28-year-old farmer, exemplifies the trend's personal touch. He named his oval rock "Is Real" and gave it a playful personality with beady eyes and a curlicue eyebrow. "Every day when I come home, I check on the rock to make sure it's doing OK," he says, highlighting the sense of comfort his pet rock provides.
The original Pet Rock brand is back in the game, co-owned by media executives and even making appearances in recent movies. They're also exploring innovations like an "AI Pet Rock" that can converse with owners in multiple languages, including Korean.
Korean entrepreneurs are capitalizing on the trend. Yeo Inha's company, Chess Peace, fulfills a steady stream of pet rock orders, offering options like the "love stone" and the "dream stone" to cater to different desires.
For Koo Ah-young, a 33-year-old office worker, her pet rock, Bang-bang-i, came along at the perfect time. Facing a demanding new role and hesitant to burden friends or family, she found solace in the unassuming rock. "There was some sense of serenity," she reflects, "knowing that this natural rock had weathered a lot over time."
Choi Hye-jin, a 39-year-old homemaker, stumbled upon her pet rock unexpectedly, picking up a stuffed rock plush next to a famous Korean rock formation. She named it Ulsanbawi and has taken it to concerts and even caught the eye of her favorite singer. "I've had a lot of good things happen to me through my rock," she shares, highlighting the unexpected connections pet rocks can foster.
