Why a hand gesture has South Korean companies on edge

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It took three years for players to notice the 'offensive' hand gesture lurking in one of South Korea's most popular multiplayer games

Another compounding factor: Unlike women, men in South Korea have to complete up to 21 months of before they're 28 years old — a sore point for some men who feel unfairly burdened.

Young men are"big spenders," said Professor Choi Jae-seob, a marketing professor at Namseoul University in Seoul. He added that many young people today are driven by personal political values when they buy things. The gender war leaves companies in a tough spot, according to Noh Yeong-woo, a consultant at the public relations agency PR One.

Lee Ye-rin, a college student, said she has been a feminist since middle school. But in recent years she has found it impossible to be open about her stance.

 

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