Money dysmorphia: Flexing fantasy online

The Star

07-06-2025

How has the rise of "flex culture" in Malaysia – where influencers showcase luxury lifestyles – contributed to money dysmorphia among young Malaysians? —Pexels
HOW has the rise of 'flex culture' in Malaysia – where influencers showcase luxury lifestyles – contributed to money dysmorphia among young Malaysians?
Universiti Teknologi Mara Shah Alam's Assoc Prof Dr Sara Chinnasamy observes that more young people worldwide are feeling the pressure to impress or keep up with their peers, often because of flex culture.
Bank Negara Malaysia reported in 2021 that 40% of millennials were spending beyond their means, with 47% carrying high credit card debts, she says.
'In simple terms, flex culture means publicly displaying one's wealth, success, and luxurious possessions without humility, whether on social media or in person. Many youth today are chasing extraordinary lifestyles and the lifestyles they are trying to pursue, as seen on social media, are not suitable for most people.
'Malaysian youth need to think thoroughly before spending on discretionary goods. Social media is as a major contributor to the flex culture,' says Assoc Prof Chinnasamy, who is a political and social media analyst at the university's communication and media studies faculty.
Prof Dr Sara says social media platforms are saturated with content creators pushing new trends, selling must-have items, and flaunting luxury hauls.
She adds that social media platforms often fuel money dysmorphia by promoting unrealistic financial comparisons, especially among impressionable youths.
'For younger users, who are still forming their financial identities, this constant exposure can be especially damaging. Seeing peers or influencers their age seemingly thriving financially can lead to feelings of inadequacy or failure.
'The curated nature of social media can hide the reality behind the scenes – credit card debt, brand sponsorships, and staged content. Yet the emotional impact is real.'
According to her, social media platforms are saturated with content creators pushing new trends, selling must-have items, and flaunting luxury hauls.
'And that's where money dysmorphia comes in. The onslaught of these videos may leave some feeling financially inadequate and pressured to recreate these lifestyles.
'The consumerism and neverending comparison traps can lead to anxiety, overspending, and growing fears around financial stability.'
She reminds young people that influencer lifestyles often don't reflect reality.
'Unfortunately, many individuals are ensnared by this charm, striving to project an extravagant image to friends, often at the expense of financial feasibility. This involves indulging in pricey dining experiences and acquiring designer items, constructing a facade that doesn't necessarily align with their financial truth.'
This trend, she warns, often leads youth to unintentionally accumulate debt in an effort to maintain a certain image. A major driver of this is the growing sense of obligation to uphold a particular lifestyle, resulting in heightened expenditure.
'The products and lifestyles influencers showcase are often sponsored or gifted by brands, who also pay them for endorsements. It's important to remember that what we see online isn't always the full picture – especially as we navigate our own finances.'