Culture

Subject Formation through Ajumma EXP Flash Mob

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Abstract

This study conducted a case study of Ajumma EXP, a San Diego-based group consisting of approximately 40 women in their 30s through 50s, with diverse ethnic backgrounds including Korean-American, in order to investigate the process of subject formation through the Ajumma EXP flash mob. The term "ajumma" is an address term, referring to a middle-aged married woman. It sometimes pejoratively denotes a middle-aged and/or married woman who is somewhat insensitive, uncultured, and aggressive when advocating for self-interests or familial interests. Since 2018 this group annually performs flash mob performances dressed in so-called Ajumma look on International Women’s Day. Three themes emerged from the analysis: First, Ajumma EXP exercises agency through minding appearance. Second, Ajumma EXP represents the intersectionality of ethnicity, gender, class, and ageism in the U.S. Third, by embracing so-called the identity and the look of Ajumma, they reclaim the meaning of Ajumma, which illustrates subject formation of the group. 

Keywords: Subject formation, Intersectionality, Ajumma, Middle-aged women, Korean-American

How to Cite:

Kwon, Y., (2025) “Subject Formation through Ajumma EXP Flash Mob”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18506