I see it, I like it, I want it, I got it.
We may not be rich like Ari, but that feeling when you get that iced latte or chocolate cake from a cafe after a long day is like no other. You come home from work, tired and angry, you get Grab instead of cook, makes sense.
Treat culture has become the new buzzword in consumerism, directed towards Gen Z who splurge on instant gratification.
No, this is not going to be another: “Just stop buying frappes and you’ll be able to buy a mansion.” Out of touch billionaires who contribute to economic inequality are constantly lecturing us, and we are all tired of it.
Instead, let’s have a look into the deeper workings of this phenomenon and what can we do about it.
How We Got Here
Before TikTok coined the specific term “little treat culture,” South Korean youth had their version since 2016.
Shibal biyong (시발 비용) roughly translates to “f*** it expense.” Yup, they weren’t holding back with their feelings.
It involves splurging on little pleasures, such as an expensive dinner or concert tickets to cope with the fact that you will never have enough money to buy a house or start a family.
We tolerate our studies, our jobs, the people we don’t like, and what do we get? Your boss scolded you, so you got yourself a drink. You missed the bus home, so you hailed a Grab and waited for the next ride.
It’s these small purchases that seem unassuming, but it gives us that bit of sanity back in the moment.
You are conditioning yourself with rewards, as how you would train a dog with treats. The more you reward these small victories, the less likely you would break down in the middle of the job.
Our parents raised us with the belief that our hard work will be rewarded, and we still strive to believe in it.
So, About Pleasure…
Everyday bad news overwhelms us and we believe we can’t change anything. For us that became young adults in the Covid pandemic, that feeling can be hard to exercise without an outlet. Treat culture emerged as a way to find that sense of personal autonomy and control, even in the smallest sense. Where you finally feel in charge of your choices that you make for yourself in life as a person.
So we’ve given ourselves a little boost, we purchased the thing we thought we wanted . Then you realise, this is the 10th time you’ve told yourself, the 10th time you’ve bought that cup of matcha. You start thinking how much you could’ve saved instead if you hadn’t went wild on Shopee, but it was worth it, wasn’t it? What was supposed to cheer us up instead makes us feel worse as the wallet gets lighter.
We know its wrong and we want to try to stop, its this paradox of joy and regret that turns into some self destructive loop. Stopping treats altogether would be like denying yourself the last bit of personal autonomy keeping you tethered to your humanity. It’s not the purchases themselves, it’s the control when you have the freedom to buy what you want. But are we really as in control as we like to believe?
What Do We Do About Treats?
Don’t worry, there is still hope.
Time is money, as they say, so make your treat something a little closer to home in terms of accessibility.
Plan out your treats more, like maybe you can put off getting that cupcake so you can have extra cash for a weekend out. Consider that other money put away as an extra nice treat for you!
Sure, willpower is not the easiest to muster up, but thinking stuff through can save your wallet some grief. Even just a simple “Do I need it? Do I want it?” can make all the difference for fixing up your spending habits.
This way, you’ll hopefully be less inclined to follow through with purchases you won’t need when you think about it.
Sadly, we can’t control the economy, and it’s easier to blame individuals for their choices than addressing systemic issues.
We are just trying to make the best of what we have with our short time on Earth, so maybe we won’t have to stop with this whole treat business.
But we also don’t want it to completely consume us, a tiny leak in the barrel is still a leak. So as with all things are, it’s really about balance.
Go get yourself that new hairdo or go on that trip with your girls, no crime in giving yourself some joy. Just remember not to go too crazy!