Why celebrities’ money talk makes viewers uneasy

Money that spills from the mouths of celebrities is quickly put on the chopping block, as displays of luxury — from villas worth tens of billions of won to supercars priced in the billions — are exposed in real time through social media and YouTube, drawing constant scrutiny to their every move.

While it may be difficult — and arguably unreasonable — to take issue with the sheer scale of celebrities’ earnings themselves, the discomfort often lies elsewhere. It is the way celebrities talk about money, and the attitudes embedded in those remarks, that repeatedly draw criticism and stir public resentment.

A case in point is Lee Sang-min, a broadcaster who won the grand prize at the 2025 SBS Entertainment Awards last month. In his acceptance speech, Lee reflected on the past while expressing gratitude, saying, “I never thought I would end up paying off a huge debt that felt impossible to escape through my work in broadcasting and by living diligently.”

Lee has said on several occasions that he was left with about 6.9 billion won ($5.2 million) in debt after a failed business venture. When footage later aired showing him repaying the debt, some viewers applauded the effort, while others expressed discomfort.

There is little doubt that substantial effort took place off-camera. Yet for viewers who encountered Lee primarily via television, that process remained largely invisible. Backlash was almost inevitable, as critics argued that poverty — a subject that should never be treated lightly — had been packaged as television content.

Lee is not alone in this. In an era where frankness is met with sympathy, many celebrities openly disclose their earnings. Public reactions to such disclosures, however, often vary.

Behind the sharp responses lies a broader social atmosphere. Prolonged economic stagnation, soaring prices, high interest rates, and housing insecurity have left public sentiment increasingly strained and irritable. A star speaking of success stories or income may provoke feelings of deprivation or frustration, particularly at a time when such a level of success feels unattainable for many. As a result, even an offhand remark may be met not with empathy but with discomfort.

Ultimately, it comes down to how the story is told. A narrative of achievement is more likely to be met with empathy when framed alongside the time invested, setbacks endured and responsibilities borne. Celebrities who made their efforts visible were often received differently, as their talk of money and success was seen not as boasting, but as an outcome commensurate with that effort.

Celebrities exert influence over the public, and their words often expand into broader social messages. We now live in an era when celebrities no longer stand behind a veil of mystique, but instead are expected to communicate openly and show empathy. Against this backdrop, celebrities’ discussions of income can feel particularly uncomfortable — not because of the amounts involved, but because such remarks prompt audiences to reflect on their own lives and, at times, come across as an implicit reproach.

Talk that feels detached from public reality invites comparison and a sense of deprivation. What is needed is not humility or concealment, but an awareness of the weight words carry.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.