In South Korea, it is often joked on the Internet that the new town area of Dongtan (동탄) in Hwaseong, Gyeonggi has an unusually high number of rich, young married women wearing such dresses, spending time at shopping malls or cafes while their husbands are at work. Dongtan New Town is statistically one of the youngest in the country in terms of average age of residents, with one district scoring as low as 33.5 in September 2023. The township has been perceived as where a number of young married couples wishing to keep the capital area in close reach reside, where most infrastructures of South Korea are concentrated at an extreme density.
The meme has gained traction in 2023 and the name Dongtan has since been used on any young woman dressed in any revealing clothes, practically replacing any sexually suggestive keyword in Korea, with characters such as Dongtan Lady popping up.
