Singer Lee Hyo-ri / Captured from "10 Minutes" music video

The vibrant colors and glossy textures of the Y2K aesthetics, short for the year 2000, referring to the styles and trends popular in the late 1990s and early 2000s, have evolved into a widespread cultural phenomenon. No longer just a passing trend, these distinctive elements from around the turn of the millennium have captivated today's Gen Zers.

The resurgence of early 2000s styles gained significant traction during the COVID-19 quarantine in 2020, as Gen Zers enthusiastically embraced these Y2K aesthetics as a means of both an escape and nostalgia. What began as a love affair with its flashy appeal soon revealed a deeper resonance in a longing for the past.

Years have passed, but the Y2K influences are still seen everywhere in the Korean entertainment industry and such aesthetics have found their way into various forms of K-content, striking chords of familiarity and nostalgia.

A prime example is the recent wave of Gen Zers emulating early 2000s pop icons, with singer Lee Hyo-ri at the forefront.

A trendsetting figure of the era, Lee recently captured online attention with her signature Y2K style from past performances, sparking what's been dubbed the "10 Minutes Challenge." Inspired by Lee's 2003 hit "10 Minutes," featured on her debut solo album, "Stylish...," this challenge sees participants recreate her Y2K look, complete with sleeveless t-shirts, vintage caps, oversized hoop earrings and glam makeup complete with blue and black glitter.

This image shows viral TikTok videos related to singer Lee Hyo-ri's "10 Minutes" trend. Screenshot from TikTok

The influence of the Y2K aesthetics extends beyond individual social media challenges to mainstream media, ranging from self-produced videos by K-pop stars to TV dramas.

For instance, K-pop boy band The Boyz recently gained attention with its self-produced series "THE BOYZ's Love Letter," which cleverly parodies the once-popular SBS variety show "Real Romance Love Letter" (2004-2006). The series was praised for incorporating nostalgic elements, including subtitle styles and formats reminiscent of popular variety shows from the 2000s.

Viewers have responded positively, with comments like "The show quenches my thirst for 'real' variety shows from two decades ago," and "It evokes such nostalgia. It's almost sad," expressing satisfaction.

Similarly, tvN's ongoing TV drama "Lovely Runner" stands out for its authentic portrayal of the early 2000s through its engaging storyline, featuring Sol (Kim Hye-yoon), who travels back in time to prevent the untimely death of her favorite singer, Sun-jae (Byeon Woo-seok), offering an authentic glimpse into the period.

The series adeptly integrates elements of the era, including strategic cameos from celebrities such as Girls' Generation member Yuri, KARA's Han Seung-yeon and even a surprise appearance by Park Tae-hwan, the gold medalist swimmer from the 2008 Beijing Olympics.

Hit songs from the 2000s, such as Epik High's "Umbrella" (2008) and Brown Eyes' "Little by Little" (2002), along with nostalgic references to the once-popular social networking service, Cyworld, also effectively bridge the gap between past and present.

A scene from tvN's series, "Lovely Runner," featuring actor Kim Hye-yoon as Im Sol / Courtesy of tvN

Experts attribute the enduring appeal of the Y2K trend to the younger generation's desire for "fun and individuality."

Pop culture critic Ha Jae-geun, writing for the Korea Creative Content Agency, said, "Y2K is difficult to precisely define, but overall, it can be characterized as a kitschy, bright and enjoyable atmosphere," and this retro revival can be explained as it "mainly resonates with the younger generation who seek enjoyment."

"On the internet, various contents appear indiscriminately regardless of periods. The choice of what becomes a trend depends on the consumer preferences. Gen Zers pursue individuality but are also highly sensitive to trends ... Enjoying past content as it is, but enriching it with the experiences of the younger generation, is in itself a playful endeavor," Ha added.