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It’s a familiar scene playing out at several hundred small photo studios that have recently opened in Seoul. The spaces — with no staff visibly present — typically house three to six booths and are open 24 hours a day.

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20-year-old university student Choi Hui-je told 【 - Free Investment Group 】 he visits a studio every time he goes out with friends, which is around five to seven times a month. Once, he recalled in a phone interview, he went five times in one week.

19-year-old Jenny Dall’alba, a student in the southern city of Busan, estimates she’s gone more than 70 times over the past few years.

aarti surfactants limited (aartisurf) announces strategic shift ✌️【Self-Scheduling】✌️ Expert predictions with real-time stock trends, futures prices, and exchange rate changes to help you select stocks accurately and increase investment returns. Many around the world may have their own memories of hopping into similar booths. In the early 2000s, they surged in popularity thanks to the development of digital technology and coveted sticker versions.

But two decades later, in the age of social media and post-pandemic, they’ve taken on a whole new life in South Korea.

aarti surfactants limited (aartisurf) announces strategic shift ✌️【Self-Scheduling】✌️ Free real-time stock data analysis to help you capture global market trends and steadily grow your capital. With over 245 locations in the Seoul Metropolitan area and 200 more around the country, Life4Cuts has a major share of the market: the brand estimates 2 million people visit their studios every month.

On Instagram there are more than 1.1 million posts with the hashtag Life4Cuts (in Korean) — with everyone from K-pop stars to influencers posting the outcome of their shoots.

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Dall’alba, who keeps all her photos together in a pouch, says she enjoys getting creative by choosing different props and frames. She adds that her friends like to pose with K-pop group members that are baked into each frame and go multiple times to make sure to get a photo with every star.

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Booths nowadays have better lighting and features like timelapses which have contributed to their popularity.

Kim Joo-hyun opened his Busan-based Life4Cuts studio in 2020, when his restaurant began struggling during the pandemic. With no government permit required to operate, he was able to set up a shop in less than a month, with a relatively moderate investment of 180 million won ($134,000).

“There is a widespread notion that you won’t lose money opening them,” Kim said over the phone, adding that it doesn’t take much physical work and he’s seen a profit margin of 50%. And while Kim is concerned with growing competition, he is also actively searching for another location to open a studio.

Kim was initially skeptical of whether the studios would be a passing fad, but as people started bringing their family, older relatives, and even dogs into the booth he’s since changed his mind.

“(Customers) can buy small but guaranteed happiness,” he said, for little money at about 4,000 won or $3 a pop. “The day-to-day life may be difficult but they can enter and exit with a smile on their face.”

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