Abstract

This article analyzes the rise of contemporary neo-macho discourse in South Korea and its dissemination on online platforms of great accessibility for Korean and Asian youth in general. More specifically, it focuses on the discourse of the leader of 신 남성연대 in a long 40-minute interview published on one of the most impactful YouTube channels for Asian youth. In 2021, their demands focused, among other issues, on the need to end the Ministry of Gender Equality and Family of South Korea, a struggle that was reflected in the electoral campaign of the candidates for the presidency in 2022, even reaching the political position of the progressive candidate who was also against said Ministry, despite having been conceived by his own party and having operated for five years.