(C) JTBC

SEOUL – On a recent Thursday afternoon at Sewoon Plaza in Jongno-gu, Seoul, the narrow corridors of the historic electronics market were unexpectedly crowded. Despite being a weekday, a long queue of women in their 20s and 30s snaked in front of a small camera shop. Their target wasn't the latest mirrorless camera with 8K resolution, but rather "obsolete" digital cameras from the early 2000s.

The "Open Run" for Relics
The vintage digital camera (often called "Digicam" in Korea) trend, which began simmering four to five years ago, has reached a fever pitch. Shop owners who have operated in Sewoon Plaza for decades express disbelief at the longevity of the craze.

"We thought this would last maybe two or three years at most," said Mr. A, a 70-year-old vendor who has run his shop since 1992. "But the demand just keeps growing. Now, we simply don't have enough stock to meet the hunger of these young shoppers."

The economic impact is staggering. Models that were discarded or sold for a mere 20,000 to 30,000 KRW ($15–$22) just a few years ago are now fetching over 500,000 KRW ($375). This represents a price surge of over 2,400% in some cases. Popular brands like Canon, Casio, and Olympus rotate in popularity based on which specific aesthetic is currently trending on social media.

"Ditto Consumption" and the "Digicam Fever"
Industry experts point to "Ditto Consumption"—a phenomenon where consumers follow the tastes of celebrities or influencers—as a primary driver. K-pop stars like Chuu and members of LE SSERAFIM frequently post grainy, overexposed, yet "hip" photos taken with vintage cameras, sparking what netizens call "Digicam Fever."

"I saw Le Sserafim members posting photos with that distinct vintage vibe, and I just had to have one," said a 20-year-old shopper identified as B. "The colors are unique, and there’s a certain warmth you can't get with a smartphone filter."

This has evolved into a cultural movement known as "Di-Nol" (a portmanteau of "Digital Camera" and "Nori," meaning play). Enthusiasts gather for "photo outings," carrying two or three different vintage units to compare color profiles and flash effects, sharing their results on platforms like Instagram and X (formerly Twitter).

Experiential Retro: More Than Just Nostalgia
What makes this trend particularly interesting to sociologists is that the primary consumers—women in their 20s—did not actually grow up using these devices. For them, this isn't about nostalgia for their own past, but rather an attraction to a "new" type of experience.

Professor Lee Hong-joo of Sookmyung Women’s University’s Department of Consumer Economics labels this "Experiential Retro."

"Unlike older generations who buy retro goods to reminisce, Gen Z finds value in the process itself," Professor Lee explained. "The act of carrying a separate device, the tactile sensation of pressing physical buttons, and the wait to transfer photos to a computer—these are all novel 'experiences' they find meaningful and stylish."

Global Reach and Market Expansion
The fever is also attracting international tourists. Vendors at Sewoon Plaza report that roughly 30% of their customers are now foreigners, including exchange students and tourists who discovered the Seoul vintage scene through TikTok and YouTube.

As demand remains insatiable, more shops are pivoting to focus exclusively on vintage tech. "Ten years ago, people asked why I was selling this 'junk,'" recalled another vendor. "Last year alone, the number of shops specializing in vintage cameras in this area jumped to five, with more currently under renovation to open soon."

While some analysts warn that the price bubble may eventually burst, the current momentum suggests that for Korea's younger generation, the "outdated" digital camera has transitioned from a discarded relic to a permanent fixture of modern hobbyist culture.

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