What Is an Ajumma?
There's a Korean joke that there are actually 3 genders: male, female, and the Ajumma.
Ajumma is a Korean term for a woman between her 30s and 70s, typically married with children, and works her ass off for her family. Through the years, the word Ajumma has gained a negative connotation, conjuring up images of rude, unattractive, older ladies wearing colorful, unmatching clothes with big sun-hats who elbow their way through the subway.
Nowadays, it is considered an insult to be called an Ajumma, but we believe that Ajummas are fierce, tenacious, and have endured challenges throughout their lives. They have earned the right to be who they want to be, say what they want to say, and deserve the world’s respect. We are Ajummas and proud.
Ajumma EXP is a social EXPeriment, and an opportunity to celebrate all middle-aged women through the Ajumma EXPerience.