Abstract:
The hypebeast lifestyle is the trend of today's youth and this lifestyle is not only happening in urban areas but also in
rural areas. This study aimed to analyze the reasons why young people in rural areas hold the hypebeast lifestyle
and the social consequences caused by the hypebeast lifestyle in rural areas. The methodology in this study used a
qualitative approach with a multiple case study design. The research location is in Bulukumba district, South
Sulawesi province of Indonesia. The data were collected using the participant observation, in-depth interviews, and
a literature study. The data analysis used the three-step technique: data categorization, data reduction, data
presentation, and conclusion. The reasons why youth hold the hypebeast lifestyle are: (a) increasing self-confidence,
(b) gaining respect from others, (c) different social status, (d) being not belittled, and (e) gaining many friends. The
social consequences are: (a) consumptive and hedonistic behavior, (b) social deviation, (c) criminal behavior, (d)
extravagant behavior, (e) business opportunities. The results of this study can be applied in the field of social
psychology to identify the behavior of young people specifically related to social deviance, normal or abnormal
behavior. In addition, the research results can be applied to the study of cultural sociology, which is useful for
identifying local cultural reinforcement to filter the social consequences of the hypebeast lifestyle. The originality or
novelty of this research is providing insights to the younger generation about the negative impact of other cultures
on their behavior, strengthening their awareness about the negative impact of new lifestyles, whether it fits our
culture or not, making them select it and then realize that each region has a different and unique culture.
