South Korean youth form 'assembly-line' groups for photos, prioritizing efficiency over deep connection

A growing trend among young South Koreans involves forming temporary groups, often organized through platforms like Karrot Market, with the sole purpose of taking photos. These gatherings prioritize efficiency and the capture of 'life shots' for social media, diverging significantly from traditional hobby clubs that foster long-term friendships.

Participants express relief at not having to feel pressured by friends to take numerous photos. "I can't ask a friend to take hundreds of pictures like this, but here I can do it comfortably," said Choi, 28, who met others through a Karrot Market group called 'Insta Photos.' The focus is strictly on achieving the perfect shot, with detailed instructions on poses and angles, and a quick dispersal after the objective is met.

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I can't ask a friend to take hundreds of pictures like this, but here I can do it comfortably.

These groups, often found by searching 'Insta' on Karrot Market's group board, boast tens of thousands of members. The motivation is clear: to get high-quality photos for social media. Unlike past photo clubs that involved regular meetups and relationship building, these new groups are fluid, with members joining and leaving based on specific photo-taking needs and schedules. They might meet at cafes, exhibitions, or pop-up stores.

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It definitely helps. My expressions are different at the beginning and end of the meeting.

Choi, who has attended over 15 such meetups since June, aims to grow her Instagram account for potential side income. Park, 19, who works in marketing, uses these gatherings for professional purposes, such as photographing sponsored products. Kim, an aspiring AI developer, joined to practice natural posing for career-related photos. This approach has been described by sociology professor Gu Jeong-woo as 'assembly-line belonging,' where relationships are formed and dissolved as needed, offering a sense of connection without the burden of long-term commitment.

The trend highlights a shift in social interaction, where individuals seek connections that are convenient, purposeful, and easily managed. The emphasis is on fulfilling a specific need, in this case, social media-worthy photographs, while minimizing the social overhead typically associated with building relationships. This allows participants to gain confidence and achieve their goals without the perceived awkwardness or obligation of traditional social settings.

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If I get just 2,000 followers, I can get a free t-shirt, or at least a free drink at a cafe. I want to grow my account as a side job, even if it's not my main job.