Choi Jung-yoon's Hermes Cup Collection: Sophisticated Taste or Showy Extravagance?
South Korean actress Choi Jung-yoon recently gave her YouTube subscribers a peek into her private luxury collection — a carefully curated set of rare Hermes cups. Elegant and delicate, the pieces drew admiration for their design but sparked controversy over her decision not to use them — not even for guests. The revelation reignited an ongoing cultural conversation: when does luxury collecting become unnecessary indulgence?
Hermès, a storied French brand founded in 1837, is globally synonymous with luxury, craftsmanship, and timeless elegance. From leather bags to porcelain dinnerware, each product is handmade and often features artistic designs. Choi sees her Hermes cups as more than drinkware — she treats them like miniature sculptures, proudly displaying rather than using them. To her, they represent not just wealth, but a deep appreciation for beauty and design. But for many critics, the idea of owning but never using such items rings of wastefulness or elitism.
The Bright Side of Collecting Luxury
Artistic Value and Personal Expression
To many luxury collectors, these items represent more than price tags. Collecting can be a means of expressing personal taste and celebrating artisan craftsmanship. Just like people collect vintage paintings or rare statues, owning Hermes cups can reflect one's identity and style — even if they never serve tea from them.
In museums and galleries, artifacts are rarely used; they’re preserved for appreciation. Some argue the same logic applies here. Holding on to high-end objects as pieces of art is a way of preserving culture and design. For fans of Choi, her collection shows emotional attachment and a clear aesthetic — she cherishes these cups not as tools, but as trusty companions in her personal space.
The Criticism: Vanity Over Practicality?
Still, many viewers couldn’t help but question the practicality of such a choice. If these cups are never used — not even to entertain guests — then what purpose do they serve? Critics argue that this signals a kind of performative consumption, where people buy luxury goods not to enjoy them, but to flaunt their access to wealth.
This concept aligns with what American economist Thorstein Veblen described in his 1899 theory of "conspicuous consumption" — acquiring luxury goods to signal status rather than satisfy real needs. Veblen's insights are often cited in modern discussions on high-end consumerism, especially in an age dominated by influencers and social media broadcasts.
In cases like Choi’s, where the cups are displayed but remain untouched, it raises a question: is ownership enough? Does buying something beautiful only to keep it behind glass reflect care or excess?
Striking a Balance: Luxury, Taste, and Responsibility
The issue isn't black and white. For many people, collecting luxury items brings joy, a sense of accomplishment, or even nostalgia. But in a world grappling with inequality and climate change, flaunting unused luxury items can seem out-of-touch.
Some beliefs can bridge the divide. Many suggest that collecting luxury goods is fine as long as it reflects genuine appreciation, not just status-chasing. Education around the artistry and heritage behind brands like Hermès might help detach luxury from its stigma — but only when paired with mindful and considerate behavior.
In Choi’s case, it may be less about showing off and more about preserving beauty in her own way. Still, even personal choices made publicly — like in a YouTube video — are open to scrutiny. And that scrutiny invites a valuable cultural dialogue about the meaning of ownership in a consumer-driven society.
Luxury Isn't Evil — But Context Matters
Ultimately, people will continue to collect beautiful, expensive things. The question is why. Is it to show the world you can? Or to celebrate the craftsmanship and aesthetic they represent? There’s a fine line between appreciation and display for attention.
Choi Jung-yoon’s cup collection, sitting unused behind glass, beautifully illustrates this tension. If she finds joy in their presence, that may be enough. But when luxury becomes an aspiration broadcast to others, it’s worth asking: are we celebrating artistry — or just price tags?
