The Know Daily - Wednesday 4 June 2025

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London’s got a new cultural gem 🏺 The V&A East Storehouse has just opened, and it's packed with over 600k fascinating objects – from vintage Vespas to ancient Buddhas. Housed in a revamped Olympic media centre, it’s basically a giant walk-in treasure chest where you can wander, peek behind the scenes, and get up close to design history. Best of all? It’s totally free.

👩‍💻 Soft life vs hustle culture: is there a right side?

Work hard, play hard? Perhaps not anymore. A growing number of people are ditching the grind and choosing a “soft life” instead. 

Wait, what is “soft life”?
It’s all about ease, comfort, and emotional wellbeing. It’s a rejection of hustle culture and the glorification of overwork. Think slow mornings, skincare routines, flexible work schedules, and saying no to stress. In short, it’s life with boundaries. The term originated in Nigerian influencer culture as a way to describe a lifestyle of luxury, ease, and soft femininity – one that doesn’t rely on grinding to survive. Now, it’s gone global, especially among Gen Z and millennial women who are tired of always doing the most.

So what’s “hustle culture”, then?
Hustle culture is the belief that success comes from constant effort. Wake up at 5am, monetise your hobbies, have five side hustles and never sway from the #grind. It’s the ethos behind many startups, self-improvement TikToks, and that one friend who says, “I’ll sleep when I’m dead”.

For years, hustle culture was celebrated as ambition. Particularly for a generation who grew up watching the lead in every rom-com running around New York City at 100mph for an underpaid job that could lead to a big break (we’re looking at you Andy Sachs). But now, many are asking whether it’s sustainable or even fair.

But is the soft life that accessible?
That’s part of the criticism. The soft life can feel out of reach if you’re juggling shift work, caregiving, or living paycheck to paycheck. Some argue it's a rebranded luxury lifestyle that only works if you already have wealth or social capital. At the same time, there’s a growing “soft life on a budget” movement – creators sharing ways to prioritise peace without spending big. For many, it’s less about luxury and more about mindset: doing less, but with intention.

The takeaway.
Hustle culture taught us to equate burnout with success. The soft life pushes back, promising joy and self-worth beyond productivity. Though it’s not always accessible, for some it’s about resistance and for others, it’s just vibes. Either way, the soft life is a reminder to take a step back from the daily slog when you feel yourself on the verge of burnout.

🏴󠁧󠁢󠁳󠁣󠁴󠁿 Scottish sovereignty: Keir Starmer has said he can’t imagine there will be another Scottish independence referendum during his time as prime minister.

• The bigger story: Starmer is shutting down the prospect of IndyRef2, even if the Scottish National Party wins big again. He says the focus should be on fixing the economy and public services rather than reopening constitutional debates. This follows a poll showing a narrow majority of Scots now back independence.

💸 GenZ women take the lead: Young women in the UK are on average slightly higher paid than their male counterparts for the first time, according to a new report.

🇰🇷 Liberal leadership: South Korea's opposition leader Lee Jae-myung has become the country’s new president following Yoon Suk Yeol's impeachment.

🇫🇷 Puff away: France is set to ban smoking on beaches, in public gardens and near schools starting from 1 July.

🎭 Creative tech: The UK culture secretary has insisted the government has heard the creative industry "loud and clear" regarding Labour’s proposed AI bill.

🎪 Legendary lineup: Glastonbury festival has announced its full lineup of performances this month, adding a few newbies to the main stages.

🌊 Seaside sanctuary: This village has been named the UK’s most charming seaside spot. Having a little browse on Bolthole Retreats as we speak…

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Trivia answer: B) Brighton was the most walkable city in the UK, with this Middle Eastern city coming first globally.

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