Link Up: Jonas Kooyman

In this Link Up, we watch Happyend from director Neo Sora, together with Jonas Kooyman, known for the Instagram account Havermelkelite (oatmilk elite) and author of the book of the same name.

Jonas Kooyman (1989) studied journalism at the University of Amsterdam and literature at The New School in New York. As a journalist, he wrote about the luxury industry, city life and zeitgeist for NRC, but he quit his job to report full-time on the new urban elite. He coined the term ‘oatmilk elite’ and started an Instagram page, podcast and a newsletter to hold a mirror up to these yuppies and himself. He now has more than 200,000 followers and 23,000 subscribers.