5
min read
Are We Curating Ourselves or Just Performing for the IYKYK?
The article explores the rise of IYKYK (“If You Know You Know”) culture—an aesthetic and social performance rooted in subtle cultural cues that signal insider knowledge. What starts as authentic self-expression through curated tastes, like understated fashion and hidden locations, often morphs into a performative routine shaped by social media expectations and brand commodification. Spaces and products are increasingly designed not for genuine experiences but for photogenic, viral appeal. As brands mimic this aesthetic to appear exclusive and in-the-know, the meaning behind such curation erodes, leading to a loss of individuality and authenticity. The piece calls on both individuals and brands to shift focus from mere performance and aesthetics to building real meaning, fostering identity, and cultivating genuine human connection.
Have you ever caught yourself dressing, decorating, or even dining, but for the IYKYK crowd? You know the drill: the tiny logos only insiders recognize, the perfectly curated apartment that photographs like a Kinfolk spread, the hidden bar in a back alley you bragged about knowing before it went viral.
It’s all cool. It’s all impressive. But somewhere in the process of curating your identity, have you ever stopped to ask: “Does this still feel like me?”
The Rise of IYKYK Culture
It happens quietly. At first, it feels like taste, thoughtfulness, refinement, a careful layering of references that show you’re not just any consumer.
You start with a tote bag that whispers “I’m in the know.” Then come the muted tones, the artisan ceramics, the oat lattes staged just right for Stories. You’re not trying too hard, just signaling your place in a world where knowing is everything.
But then comes the shift.
Walk into any “网红打卡点” (influencer hotspot) today and you’ll feel it:
the déjà vu of spaces designed less to be lived in and more to be performed in. The soft lighting, the neon sign with a vaguely profound quote, maybe a swing. And always, someone mid-laugh, perfectly unposed in their perfectly curated “spontaneity.”
These places aren’t built for connection. They’re built for being seen, knowing.
From Hidden Gem to Hashtag Template
What began as a subtle cultural wink, an inside joke for those who were truly in the know has now been industrialized. Brands noticed the power of the IYKYK code and thought: “Why not manufacture it?”
And so they did.
The formula is simple: hire a few influencers, engineer a vibe, sprinkle exclusivity, and suddenly you’ve entered the IYKYK universe. And guess what? It works. A post goes viral. Crowds flood in. The place becomes the new must-know spot.
But here’s the irony: the more we manufacture “exclusive” moments for the masses, the less meaning they carry.
You’re Not a Template
There’s nothing wrong with taste. Or curation. Or even wanting to be in the know.
But there’s a difference between expressing culture and performing it. The first roots you in meaning, the second drains you in performance.
When everyone chases the same aesthetics, captions, and curated IYKYK moments, we lose something more valuable than novelty: authenticity.
And in that loss, brands risk becoming part of the noise rather than a signal.
A Note to Brands: Build Meaning, Not Just Aesthetics
To every brand out there: this is your moment to go deeper.
Don’t just build a vibe. Build value. Don’t just chase visibility. Create meaning. Don’t just engineer exclusivity. Nurture human connection.
The youths today aren’t just seeking aesthetic pleasure. They’re seeking identity. Belonging. Purpose. Something real.
If your brand wants to create real influence, focus less on being known and more on being felt. It’s all about helping them feel more like themselves:
Make people pause. Make them feel seen. Make them remember.
Next time you plan a campaign, launch a space, or design an experience, ask yourself:
“Does this help people become more of themselves or just more of the same?”
By: Jasmine Huang Qian and Nicholas Nugrahtama