Ajumma, (Korean: 아줌마), is Korean for a married or middle-aged woman.

EMBRACING GROWING OLDER, GETTING WISER

Recently, "Ajumma" is associated with the image of rude, unfashionable older ladies with big sun-hats elbowing their way through subways.

But Ajummas are bold, tenacious, and have endured numerous challenges for their loved ones. In reality, they are actually powerful leaders – corporate CPAs, CEOs and or mothers.

Happy APAHM!

This APAHM, we partnered with Ajumma EXP to challenge the stereotype around middle aged women. "Ajummas" are often portrayed as weak, passed their prime and taken for granted.