In the wake of the COVID-19 pandemic(2020-2021), youth in South Korean society rapidly emerged as new ‘financial subjects.’ Amidst soaring asset prices and expanded liquidity, the massive influx of young people into financial markets has catalyzed...
In the wake of the COVID-19 pandemic(2020-2021), youth in South Korean society rapidly emerged as new ‘financial subjects.’ Amidst soaring asset prices and expanded liquidity, the massive influx of young people into financial markets has catalyzed a structural shift that fundamentally reshapes the ‘grammar of everyday life,’ moving beyond a mere transitory speculative fever. This study focuses on the intensification of the ‘asset economy’ and the resulting existential crisis of labor underlying this phenomenon. In a reality where labor income growth fails to keep pace with the appreciation of asset prices, financial investment is being redefined among youth not as an optional means of wealth accumulation, but as ‘second labor’ and an essential condition for survival to safeguard precarious lives.
Unlike existing discourses that marginalize youth’s financial practices as moral hazard or greedy speculation, this study posits these actions as rational efforts and existential struggles to adapt to the landscape of financial capitalism. Accordingly, this research proposes the core concept of ‘labor-financial subjectivity.’ This refers to a subjectivity formed within a mutually constitutive and dynamic relationship, wherein labor income is converted into ‘seed money’ for asset appreciation, while financial returns are utilized to hedge against an opaque future of labor. This study aims to elucidate the sociological mechanisms through which this new subjectivity is formed across three levels: institutional responsibilization, discursive self-optimization, and the practical coordination of actors.
Specifically, this study establishes the ‘youth worker-investor’ as an analytical ideal type that acutely reveals the symptomatic characteristics of our era, tracing the process of subjectivity formation through multifaceted qualitative methods. First, in-depth interviews were conducted with 18 young workers participating in financial practices to examine their coordination of labor experiences, financial practices, and life projects. Additionally, critical discourse analysis(CDA) was performed on government financial policy documents and educational materials produced since the 2000s, along with a narrative analysis of popular investment media content published between 2020 and 2025. Finally, participant observation was conducted over 15 sessions at the ‘Seoul Young-Tech Class,’ a youth financial education program, to capture the field-specificity and affective atmosphere of institutional discipline.
The findings are as follows. First, at the institutional level, the state has fostered an environment of ‘responsibilization,’ framing youth poverty and instability not as structural contradictions but as a deficiency in individual financial literacy, thereby shifting the burden for survival onto individual risk-management capabilities. Post-pandemic financial policies for youth have shifted the paradigm from protecting vulnerable groups to supporting universal asset formation. In this process, public financial education has functioned as a mechanism of governmentality that normalizes economic behavior beyond mere knowledge transfer. The state issues dual messages―oscillating between moral discipline to ‘prevent speculation’ and the cultivation of technical competence for ‘generating financial returns’―redefining life tasks such as housing and retirement as objects to be resolved through individual investment capacity rather than public guarantees.
Second, discursive analysis confirms that the culture of financial self-help translates financial-capitalist governmentality into the language of youth, endorsing it as a technology of ‘self-optimization.’ Young financial influencers reconstruct class inequality into a narrative surmountable through a shift in individual effort, urging subjects to transition from ‘consumer-workers’ to ‘producer-investors.’ In this process, financial self-help discourse re-signifies investment as a moral practice and an essential tool for happiness and self-actualization rather than the pursuit of unearned income, internalizing a speculative gaze that reads everyday occurrences as an opportunity for profit. By elevating investment to a necessary tool for self-growth, these discursive mechanisms lead youth to accept the financialized landscape as an immutable environment, culturally justifying the construction of an optimized self within that landscape as the only rational choice.
Third, at the level of actors, the study captures how youth strategically navigate the heterogeneous fields of labor and finance amidst the decline of labor value and the volatility of finance. They constantly balance the divergent temporalities, logics, affects, and practices of these two fields, constructing a ‘portfolio self’ that manages the individual as a bundle of assets with varying risks and returns. For most participants, investment was a product of ‘reluctant financialization’―a means to replace the collapsed promise of labor and defend a dignified life rather than greed for unearned income. Youth worker-investors activate the dynamics of ‘future making’ to preempt an uncontrollable future through current practices; however, these practices result in an inequality of time sovereignty based on the hierarchy of ‘seed money.’ Those with assets secure sustainable time through compound interest effects, while those ensnared in debt find themselves in disconnected time, exhausting future resources to alleviate present constraints. Consequently, the struggles of these actors redistribute and reinforce structural inequality based on individual capacities for asset formation and management.
The implications and contributions of this study are as follows. Theoretically, the study first identifies a mutually constitutive relationship where labor and finance, previously viewed as separate domains, serve as conditions for one another and drive each other. Second, it captures that the formation of subjectivity is not a one-sided co-optation by macro-governmentality, but a bidirectional process of coordination wherein actors construct the self even within structural constraints. Third, it reinterprets youth financial investment not as a simple economic act, but as an existential strategy in a biographical context aimed at restoring a collapsed standard life cycle.
Practically, this study points out the fundamental limitations of the current ‘deficit model’ in financial policy and its accompanying responsibilization mechanisms, which substitute the economic vulnerability of youth with a lack of individual financial competence. Underlying the crisis faced by contemporary youth are structural factors―namely, the contraction of stable income bases and the entrenchment of asset inequality―suggesting that the functional substitution of labor through financial means is impossible. Therefore, the active investment practices of youth need to be interpreted as empirical symptoms of the individualization of social risk in a context where policy tasks, such as the revaluation of labor and the reconstruction of public safety nets, are delayed.
In conclusion, the findings suggest that the ‘strategic conformity’ adopted by youth within the financialized capitalist order is likely to deepen inequality based on asset gaps and result in a contradiction of exhausting current life resources to preempt future value. To prevent the struggles of these actors from becoming entrenched as the existential failure of individual subjects, a social revaluation of labor value is required, along with a redesign of institutional safety nets to ensure that active financial market participation does not become a prerequisite for life reproduction. Through the theoretical insights into ‘labor-financial subjectivity’ derived from this study, the research seeks to expand the horizons of social imagination to envision a collective project toward a reciprocal life, moving beyond financialized survival strategies.