A simple short-form video of smooth stones being washed in a large rubber basin has garnered over 9.3 million views, initially created as a promotional clip by an employee of a landscaping stone company. The unexpected social media buzz turned it into a phenomenon, leading to the sale of the 'companion stones,' which sold out in a mere 40 seconds upon launch.

The concept might seem absurd—'raising' a stone—but the companion stone, or 'Pet Rock'/'Pet Stone' as it is known in English, refers to a stone treated as a companion, much like a pet animal or plant. This trend signifies a diversification in the objects of companionship and personal preference, extending beyond the living to the inanimate. The Wall Street Journal recently highlighted South Korea’s pet rock trend, interpreting it as a unique form of rest for people living in an intensely overworked society.

A Historical Echo: The 1970s Pet Rock Craze 

The concept of the Pet Rock is not entirely new. It first achieved massive popularity in the mid-1970s United States, a period marked by social malaise stemming from the Vietnam War and the Watergate scandal. Gary Dahl, an advertising executive, successfully commercialized this novel idea. He packaged small stones attractively, complete with a detailed, 30-page instruction manual covering 'feeding,' 'caring,' and 'training.' This witty approach to providing emotional solace turned Dahl into a millionaire, demonstrating the commercial viability of a good-natured gag.

The Modern Korean Companion Stone Phenomenon 

In Korea, purchasing a companion stone often includes a registration certificate, humorously listing the stone's name, age, nationality, and even an MBTI type, much like a national ID card. The sincerity of the owners is reflected in the wide array of accessories available: magic markers for drawing facial expressions, dedicated cleaning brushes, wool hats, scarves, glasses, headphones, rocking chairs, cradles, and cushions.

Younger generations who adopt companion stones call themselves Seokju (Stone Owners). They report feeling comforted simply by looking at their stones and experience psychological stability while confiding their daily troubles. The appeal is clear: companion stones pose no risk of fur allergies or pests, require no feeding or walking, and, crucially, eliminate the grief of separation or death. This suggests the pet rock trend reflects a growing desire for comfort without the time or emotional investment required for genuine, complex relationships.

Companionship in the Hyper-Connected, Yet Isolated, World 

We live in a hyper-connected era where digital platforms link individuals across the globe. Yet, beneath the veneer of online intimacy, a persistent sense of isolation, disconnection, loneliness, and emptiness remains. In this context, adopting a companion stone—an object to focus one's affections upon—appears to be a rational choice for many.

The term 'companion' (伴侶) implies a partner, a life-mate with whom one shares the joys and sorrows of daily life, including the difficult experiences of loss and separation. This raises a philosophical question: can a relationship where one party unilaterally vents emotions or dictates the terms of communication truly be called companionship?

However, a glance at the alternatives reveals few viable substitutes. 'Companion phone,' 'companion laptop,' 'companion tablet'? These digital entities offer little in the way of warmth or a tangible sense of presence, leaving a bitter taste in the mouth. The silent, enduring stone, therefore, steps into the void, offering a simple, low-maintenance balm for the anxieties of modern life.