It seems every woman’s desire is to look as youthful and beautiful as possible, regardless of age or marital status.

In the 1970s through to the 80s, as electricity became more accessible, the permed style evolved into the famed ‘wind hair’ style (바람머리), wavy hair that appeared to be ever-blowing in the wind, and saw the incorporation of hair products such as mousse, gel, and holding spray.The two moves are just a few of many cases that show Koreans’ reluctance to use the word “ajumma,” which was originally a casual way of referring to a middle-aged woman among strangers but has grown to incorporate derogatory implications over the years. In 2019, Korea Yakult -- the former name of food and beverage company Hy -- announced it was officially changing the title of its female salespersons from “Yakult ajumma” to “Fresh Managers. I'm a world traveler, entrepreneur, photographer, but really, I'm obsessed with food, K-dramas, and finding the perfect cafe. Although it is sometimes translated " aunt", it does not actually refer to a close family relationship. Instead, I am amazed by the efficiency and cleanliness and grateful to have such a safe, inexpensive and amazing mode of public transit.

In fact, ajumma is strongly associated with the stereotypical image and behavior patterns that are widely mocked in Korean society. I myself avoid using it to older women, instead referring to them as ‘imo (aunt),’” said 36-year-old Lee Bo-ra. We believe that being an ajumma should carry a sense of pride instead of shame, and we hope to shine a bright spotlight on the joy of middle agedom. They’re usually marked by tightly permed and short, black hair, although in major habitats like Seoul, mutated varieties with purple and pink hair have been spotted out and about.They burn body fat while sweating in front of an intensely hot furnace and watching TV dramas while chatting with fellow ajumma lying down on the heated floor with facial masks. Occasionally, it is socially acceptable for ajummas to enter a men’s toilet, signaling the advent of genderfluidity in South Korea, a country that seemed to be the last place to expect it. They can also be found clapping their hands in unison and singing off-key at public cultural performances, such as those found in front of City Hall in Seoul. Ajumma Republic takes their inspiration from generations of Korean cooks, making authentic condiments and sauces since 1945.