A Cultural and Economic Perspective: The Hedonic Treadmill

Graphic by Hayeon Son

The "Miracle on the Han River” was hailed as the country's miracle transformation from a war-torn economy in the 1950s into one of the world's leading technological and economic powerhouses. However, despite long-standing economic success, South Koreans' self-reported happiness levels have not seen the same success. 

Coined by psychologists Philip Brickman and Donald Campbell, the concept of the hedonic treadmill is the psychological theory that people quickly return to a stable level of happiness despite major changes in their lives. Regarding this, it is important to note that happiness is a relative status of emotion that is heavily dependent on the surrounding environment. Interestingly, economic development, technological advancements, and increased material living conditions have not necessarily led to an increase in joy. Rather, it has done the complete opposite. 

When income levels increase and there is rapid development, so do people’s desires for a “better life”. Standards have increased as young professionals who earned huge salaries a decade ago now find it impossible to live with increased living standards and even a higher level of exposure to more luxurious global lifestyles.

A big issue in Korea has been consumerism. Korea has one of the highest rates of luxury brand consumption per capita in the world. Many young South Koreans aspire to own designer goods, expensive cars, and real estate. Thinking these goods will bring them happiness and social validation, the mindset has been geared towards working for these goods. However, the joy of acquiring luxury goods fades, and new desires emerge. It shows the constant desires that will never be fulfilled. 

Furthermore, higher costs of living and job insecurity have led to a growing sense of disillusionment. The term "N-po generation" (N포세대) has emerged to describe young people who feel forced to give up on traditional goals like homes, marriage, and children due to financial constraints. This shows how even economic growth does not guarantee happiness when structural challenges persist.

This constant exposure to manufactured perfection only causes dissatisfaction, as individuals compare their own lives to an unrealistic benchmark. To many, the Prius car they might have just bought, despite it being a nice car and a huge financial success, does not even compare to the Mercedes-Benz they see online. 

Therefore, the strong tendency to justify happiness as contentment gained from fulfilling materialistic values ironically prompts individuals to feel despondent, an emotional sense originating from relative deprivation. 

Additionally, South Korea is infamous for its work-centric culture. With one of the longest average work weeks in developed nations, it only causes further issues. From childhood, there has been a relentless pursuit of academic and professional success. Students face immense pressure to excel in school, attend prestigious universities, and secure stable corporate jobs. Pressures from everyone around them, like their families and friends, contribute to widespread stress, burnout, and even mental health crises. This is reflected by the country's 25.19 percent suicide rate and 6.7 percent depression rate via the National Library of Medicine.

An example of this today is the real estate market. Housing prices in major cities like Seoul have skyrocketed, making homeownership exponentially harder for younger generations. Despite earning decent salaries, many feel that they are making no progress because they cannot afford to buy any property that is considered to be materially valuable. Even those who do manage to purchase homes often take on massive debt, which leads to financial anxiety and destroys any happiness they might have gained from buying a house. 

Many South Koreans believe that achieving a high-status career will lead to lasting happiness. However, once they reach their goals, they often find themselves caught in another cycle of ambition—striving for promotions, higher salaries, and better titles. There is always someone higher in the workplace or a new goal that can be reached. With the constant increase in the cost of living and the pressures that are surrounded by people around you, the desire for success is endless. New challenges and pressures replace the old ones. This aligns perfectly with the hedonic treadmill theory, which states that increased income or status does not equate to a long-term increase in happiness.

Despite higher incomes and material prosperity, many South Koreans remain caught in a cycle of chronic dissatisfaction and stress. However, there is potential for a shift toward a more fulfilling approach to life. Recognizing the limits of material wealth in achieving lasting happiness may be the first step in breaking free from the treadmill and fostering a healthier, more balanced society.