In a recent episode of the Netflix daily variety show The Late Learner Mr. Jee, comedian Ji Suk Jin and professor Kim Kyung Il explored the connection between consumer behavior and personality, using singer Kim Jong Kook’s repetitive habits as a centerpiece to illustrate deep-seated psychological spending patterns. The series, which utilizes a mix of studio discussion and celebrity guest segments, has gained international viewership through Netflix’s global distribution model.
Consumption Patterns as Personality Indicators
The intersection of economics and emotion took center stage when Professor Kim Kyung Il, from the psychology department, joined the program to discuss the psychology behind spending money. Professor Kim, whose research focuses on the psychological drivers of economic decision-making, provided a scholarly lens to the variety format. Rather than focusing on mere budgeting, the discussion pivoted toward how the way an individual acquires goods can serve as a more accurate psychological profile than popular personality tests.
Professor Kim suggested that traditional frameworks like MBTI might not capture the nuance of human behavior as effectively as a person’s bank statement or shopping cart. According to the professor, consumption is human nature itself.
The analysis took a darker turn when discussing the drivers of compulsive buying. The professor identified specific emotional vulnerabilities that lead to financial instability, noting that loneliness, distress, and lack of sleep are the three main pillars of overspending.
Celebrity Habits and the Comedy of Repetition
The academic theory was quickly brought to life through the candid confessions of the show’s guests. Mimi of OH MY GIRL admitted to a specific type of collector’s impulse, explaining her devotion to literature. Mimi, a vocalist for the K-pop girl group OH MY GIRL, which is managed by WM Entertainment, discussed her habits within the context of her personal collection.
I spend a lot on comic books. When a series is completed, I buy multiple volumes at once, and I also purchase new books.
Ji Suk Jin also shared his own eccentricities, admitting that his decision-making is often dictated by the bottom line rather than utility or fit. He confessed to purchasing shoes that are too large simply because the discount was too significant to ignore, and even traveling to new destinations solely because plane tickets were cheap.
The segment reached a comedic peak when Ji Suk Jin turned the lens on his fellow entertainer, Kim Jong Kook. While Ji Suk Jin expressed confusion regarding people who buy multiple identical items, he admitted that Kim Jong Kook is the embodiment of that exact behavior. Kim Jong Kook, a veteran entertainer and mainstay on the SBS variety program Running Man, is widely recognized for a highly disciplined and routine-oriented lifestyle, a trait that the segment linked to his purchasing consistency.
“Jong Kook wears the same pair of underwear every day. When I went to his house, he had about twenty of the exact same ones.”Ji Suk Jin, via Koreaboo
The episode also touched on the modern “limbo” of digital shopping, with Mimi describing her habit of placing items in an online cart to gauge her emotional reaction before committing to a purchase—a behavior that Professor Kim is expected to analyze further.
A Comparison of Consumer Profiles
The various habits displayed on the program highlight a spectrum of consumer psychology, from the discount-driven impulse to the repetitive, stability-seeking behavior seen in Kim Jong Kook.
| Individual | Observed Habit | Psychological Driver |
|---|---|---|
| Mimi (OH MY GIRL) | Buying complete comic book series | Completionism/Passion |
| Ji Suk Jin | Buying oversized shoes/cheap flights | Discount-seeking/Opportunity |
| Kim Jong Kook | Purchasing 20+ identical items | Repetition/Consistency |
The Divergent Profile of American Rapper J.I
While the name “Ji” is currently linked to variety show revelations in Korea, it also represents a rising force in the American hip-hop scene. J.I the Prince of N.Y, also known as J.I, offers a starkly different cultural footprint, blending Brooklyn lyricism with modern trap influences.
Unlike the comedic banter seen on Netflix, J.I’s trajectory is defined by rapid commercial growth. Justin Irvin Rivera, the Brooklyn-born rapper, achieved massive scale with his 2019 breakout single Need Me, which has surpassed 100 million streams on Spotify and seen significant rotation on other digital service providers like Apple Music.
His rise was not accidental. After discovering his talent on Instagram, rap mogul Jermaine Dupri brought him onto the second season of the reality competition The Rap Game in 2016. The competition, which aired on the Lifetime network, provided a platform for J.I to showcase his skills to a national audience under Dupri’s mentorship. This exposure paved the way for a 2019 deal with Interscope Records, a prominent label under Universal Music Group, in partnership with G•STARR ENT. His 2020 EP, Welcome to GStarr Vol. 1, further showcased his identity by incorporating “Spanglish” to honor his Puerto Rican heritage.
