Seoul National University, South Korea's top-ranked university, has ignited debate with its decision to distribute stickers to students' parents.

The SNU Foundation, the university's official fundraising organization, announced Wednesday that it will begin distributing stickers to display on one's car as souvenirs to students' parents who sign up to receive the foundation’s newsletters.

The bumper stickers revealed by the foundation have four different designs, each with an SNU logo and phrases that say: “I’m (SNU seal) mom,” “I’m (SNU seal) dad,” or “Proud family” or “Proud parent" over the SNU logo.

While it is common in parts of the United States to see cars of the parents of students bearing such stickers, in Korea, many college students themselves wear apparel with their university's logo. In Korea, college students even go to the extent of wearing varsity jackets customized according to their university department, major and even class year -- called "gwajam."

Many Koreans have criticized the foundation for creating the stickers as yet another tool that “excessively shows off one’s educational background.”

Local media on Thursday reported about posts written on X, previously known as Twitter, reading: “Seoul National University is encouraging Korea to become a more hierarchical society,” and, “It’s not like the parents are attending the school. I don’t understand why the parents need to brag about something like that," as well as, "If you want to brag so much, just put it on your forehead and walk around."

However, there were others who reacted positively to the stickers released by the university. Another comment read: “I don’t understand why this is a problem. … The students have worked hard to get to where they are, and it’s good to recognize the parents who helped them to reach their goals.”

Professor Lee Dong-gwi of Yonsei University’s department of psychology told The Korea Herald that SNU’s bumper stickers for parents could create a sense of “relative deprivation," when asked why the issue has stirred controversy here.

“In countries like Korea where people frequently compare themselves to each other, these souvenirs can cause discomfort, due to the relative deprivation it could cause,” said Lee. “People might question the need to show off (for parents of SNU students who flaunt the stickers).”

Another factor fueling controversy is Korea's deeply ingrained collectivism, which emphasizes conformity to social expectations and encourages people to measure their achievements against those of others.

“Unlike elsewhere overseas, Korea strongly revolves around collectivism instead of individualism, so it’s natural for people to compare themselves to others,” a professor of psychology at Seoul National University, Kwak Keum-joo, told The Korea Herald.

“Since only parents of SNU students can own these stickers, it’s natural to feel alienated in a society where people frequently compare themselves to each other."