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If that sounds comical and even surreal, multiple personalities were used indeed as comedic fodder as early as 2004, when comedian Park Seong-ho popularized a child-character named Dajung-i (literally 'Multiple'), who transitioned between two personalities-one an angelic boy and another a creepy man with a homicidal urge-in rapid succession for laughs. 'It refers to a contemporary person who has multiple identities, each for a different situation, like changing masks.' The Korean media, quick to report on trends, caught up to the fashion for multiple personalities already last year and called it 'multi-persona'. Ordinary people give themselves pseudonyms to pursue interests that have nothing to do with their regular full-time jobs, often on social media. Borat and his multiple characters as a similar example in the US).

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TV personalities openly adopt them as a way of expanding their personal brands (think comedian Sasha Cohen Baron a.k.a.

This phenomenon of creating an alter ego-called bukae 부캐 (literally a 'secondary character')-is widespread in Korea beyond Twitter, and not all alter egos are secret. Her feminist bugyejeong was completely separate from her public persona. The Twitter celebrity among us regularly tweeted about feminism- a controversial topic in Korea-and didn't want her identity to be revealed in case she would get trolled or her career would be at risk (yes, being outed as a feminist can have that effect in this country). Such anonymous accounts are called 'secondary accounts' or bugyejeong 부계정 in Korean.

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Google 'Twitter anonymous' in Korean and you will see multiple blog posts offering detailed instructions on how to create an account anonymously (first set up a Google account without giving any personal details, and then use it to open a Twitter account by opting for Google ID verification). Maybe not nobody, but it's easy to see that many Korean Twitter users are anonymous. 'But you aren't doing it in your real name, are you?' 'I don't know if I'm a celebrity, but yes, I am quite active on Twitter,' the latter said. During one dinner party the topic shifted to social media, and an attendee asked another, 'You are quite a celebrity on Twitter, right?' Before the Covid pandemic began, I would regularly meet with a group of female Korean journalists in Seoul.

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