201203 the korea collection by KOCIS

Contents

The Korea Collection

60 Korean Culture

KOREAN Style

Korean Wave

04 12 14 16 22 24 26 32 34

Korean Crafts: OLD AND NEW Experiencing and Creating Korean Beauty A Modern Master of an Ancient Art Talking Past: The Ancient Art of Trade Pieces of the Past History’s Home A Glimpse of Korea’s Past Penetrating Korea’s Art History Undervalued Paintings

36 45 46 48 56 58 60 68 70 72 78 80

Korean Cuisine Makes Waves A Cornucopia of Taste in Local Specialties Makgeolli: A Traditional Drink that Tickles Modern Tastebuds The Present and Future of Hangeul Sejong the Great: A Leader of Language and Man of the People Indonesia’s Cia-Cia Language Preserved by Adoption of Korean Alphabet, Hangeul Hanok: Where Science Meets Art The Meaningful Life of a Guardian of Hanok Traditions of the Joseon Dynasty Live On The Beauty of HAN A Cove of Crafts A Costume of Culture

82 90 92 94 102 104 106 112 114

The Korean Wave Ripples Around the World Learning From the Past 2010 Hallyu’s Big Bang K-Pop and the New Korean Wave Shake the World Stars and Fans Connected by SNS K-Pop Music Imagination Korean Artists: Taking Classics to New Heights Pioneering Classical Artists The Stars of KNUA

192 Sports and Arts

Korea’s Leading Industries

128 136 138 140 146 148 150 156 158

Korea’s Young Sports Heroes The Ups and Downs of a Five-time Skating Hero Reaching for the Stars: Korea’s New Wave of Sports Hopefuls Korea's Non-verbal Performance Pioneers of Korean Non-verbal Performance For Korean Shows, All the World is a Stage Baseball: Korea’s Favorite Game Korea’s Baseball Ambassadors in the Global Spotlight Jerry Royster: Korea’s First Foreign Manager The Progression of Korean Dance An Ideal Life Dancing for Life

160 168 170 172 180 182 184 192 194 196 204 206 208 214 216 218 224 226

Computer Graphics: A New Star in Korean Movies Korean Artists to Lead CG Blockbusters Helping the CG Industry Gain Ground Worldwide Korea’s Motor Ways on the Fast Track to Success Korean Cars: Making Inroads Overseas Eco-friendly: Cleaner and Greener Korea’s Electronic Dreams Korea Sets Sail on a Sea of Apps Korea’s Early Adopters Set the Tone for Electronics Giants Korea’s Got Game Korea’s Big N’s: Nexon, NCsoft, NHN Clash of the Gaming Titans Ascent of Korean Shipbuilding The new Transition to Premium Vessels Sailing Smooth on a Cruise The Globalization of Korean Film Korean Cineastes Expanding their Horizons An Industry Insider’s Insights

116 124 126

131

Ko r e a n C u ltu r e

Korean crafts:

old and new

In the modern world, the element of traditional culture that has remained closest to our daily lives is crafts. As a form of traditional culture, craft proves its value not by merely being handed down through generations, but by reinventing itself as something relevant in the lives of people today. Times have changed enormously and peopleâ&#x20AC;&#x2122;s desires vary more than ever, original but by adapting while maintaining their spirit, traditional crafts remain a living, breathing link to Koreaâ&#x20AC;&#x2122;s history. by Lee Se-mi 4

Ko r e a n C u ltu r e

palace were developed. Buddhist temple

crafts are ceramic craft (earthenware and

bells and other religious artifacts, as well

roof tiles); metal craft (using gold, silver and

as architectural techniques learned

other metals to produce tools and decorate

through building temples, also laid the

surfaces); woodcraft (the construction of

groundwork for traditional crafts.

buildings, furniture and instruments); stone

Crafts became important instruments

craft; textile craft (weaving fabric or making

of statehood, so governments established

clothes and accessories); leather craft (using

institutions that created masters. Crafts

animal skins or feathers); and paper craft,

centered around the needs of nobility

which either produces paper or decorates

flourished during the Goryeo Dynasty

objects with paper. Each niche craft has its masters,

(918-1392), when highly artistic ceramic crafts and Najeonchilgi (lacquerwork inlaid

including sculptors who decorate the

with mother-of-pearl) came to the fore.

surface of metallic objects, woodwork

When the Joseon Dynasty took power,

masters who make large frames for

pragmatism became more important.

construction, cobblers who craft traditional

rafts mirror the times they are

Decorative items took a back seat to white

shoes, and masters in the art of making

created in. If you want to know more

porcelain, Buncheongsagi celadon and

works of jade.

about any given period, all you need to do is look at work produced from that era. If crafts refer to the skills from which objects

Art for Life Today, Korea has 50

are made, tradition can be thought of as

designated traditional crafts in seven

the cultural body of work created from

broader categories, with experts in those

such skills.

fields recognized as jangin or “masters.”

Traditional crafts develop according to

However, the term jangin doesn’t simply

each historical environment. In the

imply a high degree of skill at building

prehistoric age, crafts developed out of

things: it also suggests admiration for

necessity, with our ancestors using natural

someone who has made it to an artistic

materials to make most of the tools they

level unreachable by others. A master is an

needed in their everyday lives. They used

artist who breathes life into craftworks.

clay to make plates, knitted grass to make clothes, and cut wood to build homes. During Korea’s Bronze and Iron ages,

People we now call “masters” are the

other straightforward and practical goods.

In Korea, artistic activities or skills that have great historical, artistic or

first generation of intangible cultural

Cho Chung-ik, a master fan maker, demonstrates his craft (above left). One of Cho’s work Hwangchildanseon fan, also known as Banggubuchae , is made of bamboo and Hanji paper (left). Cho’s Taegeukseon fan includes the traditional Korean symbol, yin and yang (top). Cho’s Mugunghwaseon fan imitates Korea’s national flower, Mugunghwa (above).

properties in craftwork. Even throughout Korea’s tumultuous modern history, they were able to keep their crafts alive. During Japan’s colonial rule and in the aftermath of the liberation in August 1945, Korea’s traditional crafts and craftspeople faced constant upheaval. Rapid industrialization brought Western technologies and fashions, which often threatened to overwhelm traditional crafts completely. Through it all, the old masters dedicated their lives to continuing their

academic value have since

craft and passing it down to younger

with metal readily available, people

the 1960s been designated

generations. They faced enormous

started making accessories and weapons,

as intangible cultural

hardship, and many simply gave up or

too. Weapons were for hunting, but they

properties. Such are

turned their hand to more commercial

also served to symbolize the holder’s

divided into state-

pursuits. And even now, decades later, just

status. It was during this era that crafts

designated “important

making a living remains a major challenge

began to assume true artistic value.

intangible cultural

for many traditional craftspeople.

Crafts blossomed during Korea’s

Cho Chung-ik, a master of traditional

properties” and

dynastic times, as nations emerged and

“intangible cultural

fan making, became an intangible cultural

governments assumed more power.

properties,” which are

property of Jeollabuk-do Province in 1998.

Buddhist culture started to take root in

decided by municipal or

people’s lives as well, exerting a great

provincial governments.

influence on the development of crafts.

Sometimes, they are also called

Crowns, earrings and other accessories

“human cultural assets.”

that represented the authority of the royal 6

The seven state-designated traditional

Cho’s work Yunseon fan, a wheel-like shape made of bamboo on display.

He began making his fans, adorned with taegeuk (the yin-yang) patterns similar to those on the Korean flag, in the 1970s. Today, the fans are renowned for their beauty and unfailing practicality, and are a 7

Ko r e a n C u ltu r e

respond to what people need and want. Today, as in any other age, crafts must be reborn to reflect the modern world. Tradition isn’t static, nor is it built over a short period of time. Reality Reflects the Future Preserving tradition in a creative way means giving a contemporary twist to that tradition. While inheriting ideas and a certain spirit, tradition should adopt a new style that fits the current times. Celadon during the Goryeo Dynasty, one of the most significant

souvenir shop — traditional craft must

ceramics at the time, gave way to

recover its identity as a form of living

Buncheongsagi celadon and white

art.

porcelain in Joseon times. Tradition was

Fortunately, traditional crafts have

inherited and developed while constant presence at major events promoting Korean culture. Cho says his fans are “the roots of our people and the faces of Korea.” The

Jang Ju-won, a master of jade artwork is well known his exquisite and elaborate technique of carving the stone (above). Korean knot full of layered patterns and and beautiful color by Kim Hee-jin, a master of Korean knot (below).

physical techniques, you have to instill your heart and soul into your work. There’s hardly any young people who want to learn traditional crafts. Those

fans gained their first international

who do come don’t last more than a

exposure at the 1982 Asian Games in

couple of months. They have to be

New Delhi, then again at the 1986 Asian

determined to learn traditional culture

Games and the 1988 Olympic Games,

but since this doesn’t pay well, they

both in Seoul. To some extent a victim of

can’t stay on for too long. Craft is art.

his own success, Cho today finds

You can’t apply economic theories to

himself having to balance the competing

that.”

interests of commercial gain and

In the past, fans were indispensable

maintaining the true spirit of his artistry.

during summer. But with air

Bamboo and Hanji (traditional paper)

conditioners and electric fans around,

are the main materials for fan making,

traditional fans are now recognized

though silk can be used as well. About

primarily for their aesthetic value. So in

80 to 90 bamboo ribs are used in creating

order to preserve the tradition of fan-

a taegeuk pattern, and the peacock fan,

making, Cho says, creativity and change

which uses an astonishing 8,000 bamboo

are absolutely vital.

ribs, takes anywhere between one and

requires dedication to a notion of eternal

six months to make.

beauty, even at the cost of tremendous

On the foundation of pride in our

personal hardship. This is an outlook

traditions, we have to keep creating new

worried that no one will follow him into

that, in itself, is highly at odds with what

pieces,” he says. “Cultural art is about

the taegeuk fan craft after he dies. Pay

we consider a work ethic today.

creating beauty. A master is an artist.

Despite his own success, Cho is

can be very low and the future is always

“To become a master requires

uncertain, so government support is

character. It’s important how you make

often needed to keep crafts such as

things and in what sort of mindset,” Cho

Cho’s alive. For Cho, making fans

says. “After you’re done learning

“What’s important is the creativity.

The job is to delight people and to create something new.” When we say that crafts reflect their times, it means that craftspeople have to

struck some genuine chords with the

adjustments were made to meet the

public in recent times. In universities

demands and objectives of a new era.

across the country, ever more students

The balance between tradition and modernity has exercised the minds of masters for centuries. One example of this trade-off can be found in the practice of making string holes in the body of gayageum (12-string Korean

Hwahyejang , or a master maker of Korean traditional shoes, Hwang Hae-bong makes shoes (top). Bamboo is split into many pieces and used as material for Hanjibal , Korean traditional curtains (above). Gayageum master Go Su-hwan’s instrument (below).

make gayageum’s holes isn’t very

souvenirs right the way up to pricey

precise and even alters the shape of the

luxuries. But even these products don’t

position. A computer drill is far more

guarantee the ongoing health of

accurate, keep the body intact and

craftworks. To achieve that, it needs to

saving time. In order to ensure precision

look beyond the stereotypical images of

and efficiency, the modern craftsman

traditional craftworks and forge a

have to find the right blend of machine

deeper appreciation of the values behind

and traditional handiwork.

them. In between the extreme opposites

With the recent growth in interest in all things traditional, Korea’s old-time crafts are looking as vibrant as they have done for some time. Traditional craftworks are on show all over Korea, and if you’re so inclined, you can sign up for lectures or experience programs.

traditional crafts. Craft studios in the Bukchon region of Seoul are offering various programs year-round for Koreans and foreign tourists alike. By crafting pieces there, visitors gain a

zithers). The traditional technique to

body, with strings likely to be left out of

are applying for programs related to

— an artwork displayed in a glass case in an exhibition and a mass-produced trinket in a

genuine affinity with traditional culture. Elsewhere, masters have collaborated with contemporary artists, and architecture or industrial design majors have offered designs to intangible cultural properties from the regions. In their own ways, these are all examples of tradition modifying to meet the needs of a different time. Last October, the Seolhwa Cultural Exhibition displayed a series of items that combined traditional elements with the work of industrial designer Mah Young-beom. Cho Daeyong, a master who makes bamboo blinds, displayed a piece that

Aside from exhibitions, craftworks can be found in art shops, department stores or duty free shops in the form of small 9

Ko r e a n C u ltu r e

connected optical fibers and bamboo. Kim Hwan-gyeong, a master of

real chance for the public to get closer to crafts.

lacquerwork, drew modern patterns on Joseon-era wooden furniture. Song Bangwoong, a master specializing in

biennales and festivals offer opportunities

mother of pearl, made a cosmetics

for people to get in touch with traditional

chest with mother-of-pearl pasted on to

crafts. The World Ceramic Biennale, held

metal instead of wooden plate. And Yoon

every other year in Gyeonggi-do Province,

Byung-hoon, a bamboo master, built a

is the largest crafts event devoted to

cabinet with tiny cut pieces of black

ceramics. Potters from around the world

bamboo. When they went on display,

flock to the show to exchange skills and

these utterly unique handiworks by the

ideas. The big increase of these regional

six masters caused a minor sensation.

festivals in recent years means people can

Crafts, which had long been Designer Jeong Seok-yeon’s pencil case and measuring tape are made of wood, reminiscent of tradional Korean craftwork. (above). Jeong’s furniture artwork Sabangtakja table (below left). Sabangtakja tables, designed by Kim baek-seon and made by Jo Seok-jin, produced using traditional skills in a modern style (below right).

The Craft of Software In Korea,

considered merely decorative, are

now experience traditional crafts virtually anywhere.

increasingly reclaiming their practical

In order to tap into modern consumer

roots, too. While the Seolhwa Cultural

markets — rather than just appeal to rich

Exhibition mostly showcased hardware

collectors or tourists — it’s vital for crafts

decorated with traditional crafts, the 2010

to adopt innovative approaches to sales.

Craft Trend Fair, which held its fifth show

Many have tried to take traditional crafts

in December last year, aimed to display

overseas, but they lacked design or

the very latest trends in traditional and

marketing strategies to compete in the

modern crafts. Under the theme “Next

modern global market. One big success,

Craftsmanship — Change from

however, is 212Design, which has set up

Succession to Application,” the exhibition

shop in the Soho of New York. To crack

presented a picture of the future of Korean

foreign markets, this design company

craft as reflected in its essence. Visitors

used traditional crafts and techniques

could take a look at craftworks and also

such as balwoo (bowls for Buddhist

purchase handiworks at an affordable

monks) and Najeonchilgi to create

price, while listening to masters’ first-

contemporary products.

hand account of their production. It was a

The Internet has played an important role in modern craft, and designing and dyeing have relied heavily on computer programming. Other prime examples of the old using the new are online exhibitions and online shopping malls for traditional crafts. Today, there are many signs that traditional crafts are thriving — studios are doing well, masters are working with brands and designers, and university students are taking a greater interest in them. Not confined to museums or high-

Gat , a Korean traditional hat design, is used as a lampshade in this modern interior.

brow discussions, crafts are adapting and staying relevant. This is surely the best future for traditional crafts. 11

Ko r e a n C u ltu r e

compass (north, south, east and west) will still be pointing in the same directions. In the one-day experience program, visitors make a necklace or bracelet using this technique. Kwak Soo-young, a jewelry designer, has been going to Haneul Mulbit once a week for

Experiencing and Creating Korean Beauty Creating traditional handicrafts, rather than just looking at them, makes you appreciate them all the more. And throughout Korea, there’s the opportunity to do just that in a series of craft shops that show you how to make traditional pottery, knotting, embroidery and dyeing. This firsthand experience with traditional craftworks, no matter how brief, will open the door to a far greater understanding of the artistry, practical value and history of these remarkable pieces. by Lee Se-mi | photographs by Kim

Nam-heon

six months. “I’ve always been interested in traditional craftwork,” she says. “I signed up for the class because I wanted to incorporate some traditional knotting into jewelry designing. It’s been difficult to master some techniques but it is a lot of fun.” Patchwork is similar to hand-made quilts in many Western countries, so the patchwork experience program is especially popular among foreigners. Hong Gwang-hee, who

Patchwork is used as props and decorations in life. Sewing teacher Hong Gwang-hee, right, shows a student how to sew (above left). Knot researcher Cho Soo-hyun, right, teaches a student about traditional knots (above).

tea leaves, and chestnut blossoms. Enjoy traditional arts: they will even color your

In July 2010, persimmons start falling

make a whole range of different products, so

from the trees, and unripe ones are simply

it is never boring.”

discarded. When a typhoon passes through, a

It takes up to three months to make a

more. A video shows other dyestuff, such as

heart and soul.

runs the program, says, “In patchwork, depending on fabric and colors, you can

products, displaying clothes, carpets and

huge number of persimmons accumulate on

complete patchwork, so the one-day

the ground, with many going to waste. Then

program lets visitors make a hand mirror or a

many years ago, Cheongdo native Kim Jong-

brooch. The process begins with picking three

baek started picking up these persimmons to

or four colors of cloth, through the design,

use as the source of dyes. When farmers

then the sewing. All the pieces are ready to

worried about wasted persimmons, Kim

go on the same day, making the visit ideal

would teach them how to dye using unripe

> Address 23 Gahoe-dong, Jongno-gu,

ones. It was such a success that Kim made a

Seoul

for tourists passing through. natural dyeing One traditional

Information on Traditional Craftwork Experience 1. Traditional Knotting > Place Haneul Mulbit Studio (Bukchon Cultural Center or Jeongdok Public Library depending on how many people sign up)

living out of it, and in 1998, he opened his

> Information +82 10 9155 6352 (Reservations required)

own studio, Kkokduseoni.

> Fees 40,000 won (US$36) for three hours > Items Necklaces, bracelets

Dyeing with persimmon is a simple

Bukchon, in central Seoul, is the best place in

braids to create patterns, which are then

craftwork experience program is for natural

the capital to experience traditional Korean

used to make accessories. Knotting was long

dyeing. Rather than using chemical dyes,

process. First, you need to wash a

culture. Some 20 studios here run programs

used in norigae (ornaments for women),

traditional Korean dyeing uses elements

handkerchief or a piece of cloth in water and

in folk painting, traditional paper, kites and

belts, pockets and seonchu (fan ornaments)

from nature to create more natural-looking

dry it in the sunlight. Then dip the fabric into

Cultural Center or Jeongdok Public Library depending on how many people sign up)

much else. Haneul Mulbit, which focuses on

and the technique has continued to evolve

colors. Sources for these dyes include

the persimmon extract, and work it in gently.

traditional knotting, dyeing and patchwork, is

to this day.

persimmon, indigo, walnut and bamboo. They

After 10 or 15 minutes, squeeze all the

> Information +82 10 3751 7801 (Reservations required)

can also be extracted from red clay and

moisture out and hang it on a line to dry. The color comes to life as it dries under the sun.

owned by 75-year-old Cho Soo-hyun, a

Involving spinning thread, dyeing it and

2. Patchwork > Place Haneul Mulbit Studio (Bukchon

> Fees 30,000 won (US$27) for two hours > Items Hand mirrors, brooches

40-year veteran of knotting. Bucking the

then tying it into knots, knotting is slow,

squid ink — so essentially anything with a

staid, highly secretive world of traditional

painstaking work. Becoming an expert takes

color.

crafts, Cho has drawn in a new generation of

at least a couple of years, but just about

fans with her passion and openness. Today,

anyone can make something pretty in an

Province is home to about 30 studios

are achieved by first spraying water onto the

her son Lucas Hong, a researcher of

hour or two using ready-made thread.

offering programs in natural dyeing. The

dried cloth then drying for four or five days.

The easiest knotting technique is known

county produces about a quarter of all

Repeating this process three to four times is

Gwang-hee, who studies traditional

as dongsimgyeol. Dongsim means “the same

persimmons consumed in Korea — but

the only way to get the full range of

> Fees 10,000 won (US$9) for two hours; includes fabrics

patchwork, help their mother run the studio.

heart,” and signifies that whichever direction

nowadays, much of the crop has another

persimmon colors.

> Items Handkerchiefs

traditional dyeing, and her daughter Hong

Traditional knotting uses round-shaped 12

you tie the knots in, the four points of the

Cheongdo-gun in Gyeongsangbuk-do

Traditional Korean patchwork art (top). A bronze mirror is made with using a traditional quilt technique (above).

purpose.

The tannins in persimmon leave a brown color when dried in sunlight. Different shades

3. Natural Persimmon Dye > Place Kkokduseoni Studio > Address 593-1 Yudeung-ri, Hwayang-eup, Cheongdo-gun, Gyeongsangbuk-do Province > Information +82 54 371 6135 (Reservations required)

Kkokduseoni also has a gallery of 13

Ko r e a n C u ltu r e

Song began producing his own, original

A Modern Master of an Ancient Art

supply of abalone shells dried up, and other

at the Korea Annual Traditional Handicraft

materials, such as pearl shells and turban

Art Exhibition and the Tourism and Folk Art

shells, had to be imported from Taiwan,

Work Exhibition, the two largest craft shows

Australia and the Philippines. In the 1980s,

in the country. By winning at shows focusing

increasingly exorbitant prices precipitated a

on traditional pieces and more

major decline in the Najeonchilgi market, to

contemporary ideas, Song was recognized as

the point that today, the tradition barely

a master of the traditional and the modern

survives. More than 30 complicated steps are

became Korea’s youngest ever officially

necessary to produce a single piece of

designated intangible cultural property.

Najeonchilgi. First, in a process known as baekgol, the frame must be built from wood.

Light for a Thousand Years

The frame is then sanded, with any gaps

Tongyeong has long been famous for

filled in using special paint made of lacquer

Najeonchilgi, the craft of mother-of-pearl. In

tree resin and clay. Jagae is then pasted onto

1604, there were a dozen studios around

the frame, before some polishing work and

Sebyeonggwan (the former administrative

more lacquering. Finally, the piece is

capital for three provinces — Jeolla,

burnished to create its remarkable finish.

Chungcheong and Gyeongsang, where

by Lee Se-mi | photographs by Kim Nam-heon

since he began learning his craft, Song Bang-

pieces in the 1980s. In 1985, he won awards

in Najeonchilgi. In 1990, aged 50, Song

From delicate hands comes a brilliant spectrum of light. Najeonchilgi, or motherof-pearl craftwork, is really the face of Korean traditional craftwork. It has retained its beautiful light for more than a thousand years, and Master Song Bangwoong — whose skills have been designated among the important intangible cultural properties in Korea — has devoted his life to carrying on that tradition. KOREA traces the roots of his dedication.

Seventy-one years since his birth, and 52

demand. Such was its success that the

“When I produce something that I r eally

Tongyeong is located) that produced a wide

love, then I never sell it, no matter how

range of goods, including military supplies

desperate I am for money. When I do sell

and offerings for the royal palace. Of those,

one, then I tell the buyer, ‘Please take care of

Tongeyong’s najeon studio and the painting

my daughter.’ It’s as if I am marrying off my

house gave rise to Najeonchilgi. Located in

daughter. No matter how well you’ve built it,

the south, Tongyeong’s warm climate made

it has no value unless it’s used properly.” Song’s most common pieces include

it ideal for craftsmen, while its abalone

Master Song Bang-woong explains his work (above). Song emulates old objects which have faded away (below).

Song spent 10 years learning the najeon craftsman’s skills, battling physical and

shells, the material for Najeonchilgi, were

jewel boxes, comb holders (for cosmetics),

renowned for their brightness and

dalbi chests (for wigs) and soban (small

smoothness.

dining tables). He also takes interest in works

Najeon, or jagae in the ancient tongue,

that apply modern sensibilities to traditional

woong plies his trade in the Tongyeong Craft

psychological pain while having scarcely a

means processed abalone shell, while

Learning Center in the coastal city of

friend in the world. Once he reached a

Najeonchilgi refers to lacquered najeon. A

Tongyeong. Growing up in a city whose

certain level, he began setting new goals for

complete Najeonchilgi piece requires wood

steel frame with a laser, before pasting the

breathtaking landscape had provided

himself. He started to study art, so that he

(as the base), metal (for the handle that

najeon in the time-honored way. By

inspiration for numerous Korean artists, Song

could imbue his work with greater artistry.

gives it the practical purpose) and lacquer.

embracing the modern while being master of

had dreamed of becoming a writer while at

He pored over stacks of books, and after

school, but when he graduated, aged 19, his

picking out his favorite pieces from them, he

position as the eldest of five siblings in a

would find out all he could about them and

poor family meant he had little choice but to

create almost perfect replicas. As he did so,

follow his father into the family trade.

Song developed an ever sharper eye for

Song’s father, Song Joo-an (1901-1981), was a towering figure in the najeon world,

aesthetics. “I was very impressed with our

Making Najeonchilgi needs intense concentration and patience (top). Najeonchilgi coaster, resembling a Christmas tree (above).

chest, Song used a metal base and cut the

more of sculpture and the Japanese one

the ancient, Song is creating something new

combines najeon craft, woodcraft, lacquer

turned into painting, Korea’s Najeonchilgi

and vibrant, as well as providing hope for the

craft and metal work,” Song says. “If a piece

has remained true to its original form. In its

future of this most venerable of crafts.

of craftwork doesn’t perform its designated

long heyday, Najeonchilgi was decorated

function, that it’s merely a sculpture.”

with symbols of longevity and prosperity and

“Najeonchilgi is a work of art that

Najeonchilgi has more than a thousand years of history in Korea, dating back to the

given as gifts to envoys and rulers from overseas.

and so the craft was ever-present as Song

predecessors’ sense of aesthetic balance, at a

Goryeo Dynasty. China and Japan also

grew up. “I started working on najeon even

time when they didn’t even have rulers,” he

developed Najeonchilgi at the same time,

a symbol of wealth in Korea, and a series of

before I was born,” he says.

says.

but whereas the Chinese version became

new studios popped up to cater to buoyant

najeon. This year, when making a cosmetics

In the 1960s and ’70s Najeongchilgi was

Ko r e a n C u ltu r e

Talking Past:

the Ancient Art of Trade Buddhist sculptures depicting both Korean and foreign influences line a gallery room at the National Museum of Korea.

Though often called the “Hermit Kingdom,” Korea’s rich trade history enabled the exchange of cultural customs and technology. From the ancient days of the Three Kingdoms period to the most recent Joseon Dynasty, traders explored the depths of the world beyond Korea’s borders. by Lee Sun-min | photographs by Kim Nam-heon

Ko r e a n C u ltu r e

regions), before arriving at the Korean Peninsula in 372 AD. Although the birthplace of Buddhism is now dominated by Hinduism and Islam, in countries like Sri Lanka, Cambodia, Tibet and Korea, the religion is still prevalent today. Accordingly, the abundance of Buddhist relics here and its integration in local history make it impossible to discuss Korean ancient art without Buddhist sculptures and other related artifacts. Similarities can be found among religious artifacts from China and Southeast Asia, demonstrating a certain level of cultural exchange. Among these, the 7th century Pensive Bodhisattva (National Treasure No. 83) is considered one of the most representative examples of foreign influence on Korean designs. Similar to Auguste Rodin’s The Thinker, the statue is characterized by its contemplative pose, legs half-crossed and a lowered head accented by the light touch of its hand on its cheek.

The making of Pensive Bodhisattva statues began in the 3 or 4 century. rd

revealing the statue’s race. At Koryuji Temple in Kyoto, Japan,

found in the Hwangnam Daechong, or the Great Tomb of Hwangnam, which is

This form of Buddhist sculpture was

there is a wooden statue so similar to

evidence of the active traffic amongst

developed in the Gandhara region of

the Korean gilt-bronze sculpture in

countries. The piece, which was

India and spread to China in the 5th

design and posture that it is often

designated National Treasure No 193,

century along with the religion’s

mistaken as its twin — in fact, many art

was estimated to have been ancient

he oldest artifacts found in Korea’s

which originated in India, first

dissemination through Central Asia. The

historians believe they were made by

Roman, from a Western European or

national museums delineate the

spread to Southeast Asia and then to

sculpture style came to Korea in the late

the same artisan. “There is no doubt

Mediterranean country. The light, blue-

history of trade between the peninsula

countries bordering western China

6 century and was introduced to Japan

that the Baekje Kingdom helped spread

green colored glass has a golden thread

and the outside world from as early as

(currently China’s Xinjiang Uyghur

by the early 7 century.

Buddhism to Japan,” says Heo Hyeong-

wrapped around its handle, which

the 5th century. By land and sea, Korea

and Ningxia Hui Autonomous

wook, a curator at Gyeongju National

experts believe was used to

Museum in Korea.

strengthened the glass. They say the

The crown on the figure’s head

was greatly affected by its surrounding

consists of three half disks connected

countries and also served as a conduit

side by side, and its relatively simple is

to others. Though it is reputed as a “Hermit Kingdom,” the peninsula had access to a variety of trade routes, opening the country to boundless new cultures and helping shape the country as it is today. Brothers in Buddhism The rise of Buddhism in Korea is the simplest way to see how widespread trade was among Asian countries. Buddhism, 18

The Ten-Story Stone Pagoda, housed in the National Museum of Korea, depicts influences from Tibet (above left). Chinese coins from the late Goryeo and early Joseon period were the first currency of its kind in Korea (above right). A Korean sculpture of Buddha (right) shows similarities to an Indian counterpart (far right). A view of the National Museum of Korea, which holds many of the country’s most prized artifacts (opposite).

However, as monks spread the word

bottle is shaped similar to a Greek

unique. Modeled after those worn by

of Buddha, invariably, other cultural

oinochoe, a type of wine pitcher with a

kings and princes, the crowns in

items and ideas were also transferred

curved structure and a handle attached

Buddhist sculptures were used

between traveled countries. “It would

perpendicularly to the body of a bottle.

exclusively for bodhisattva statues, and

have been common for monks to bring

are not found on works from India and

their personal belongings to other

was brought to the Korean Peninsula,”

China. The figure’s eyes are half-closed

countries, where exchanges would

says Park Nam-su of the National

and the faint smile on its lips gives the

occur. It’s not just by coincidence that

Institute of Korean History. “It could

statue an aura of sublime

there are foreign and foreign-style

have come through China during trade,

contemplation. Upon closer inspection,

artifacts buried in Silla-era tombs,” Heo

or it might have been made here in

the inner corners of the eyes reveal a

adds.

Korea by a foreigner.”

trait known as the “Mongolian fold,”

“It’s hard to tell how this glass bottle

The curator refers to a glass artifact 19

Ko r e a n C u ltu r e

From Land to Sea The Silk Road connected Asia and Europe, serving as a vital link between Eastern and Western civilizations. Though there are not many accounts of Korean merchants actually trading products on the road, the 8th century monk Hyecho wrote an account of his journeys via the Silk Road that serves as evidence of the outward reach of the Silla Kingdom. Called the Wang Ocheonchukguk Jeon (Memoir of the Pilgrimage to the Five Kingdoms of

The style of the 7th century, bronze-gilt Pensive Bodhisattva was later exported to Japan through trade (right). A family makes their first trip to the National Museum of Korea (below). A traditional Greek oinochoe (opposite left) shows similarities with National Treasure No 193 (opposite right). A large celadon dish shows influences from the Middle East in its broad design (opposite far right).

modernizing the country. To help spur

was Byeongnando port at the western

its lower levels, while the upper stories

the fast-paced trade industry, Goryeo

mouth of Yeseonggang River near

are classically Korean. The intricately

introduced the first coin currency in the

Gaegyeong, which is now Gaeseong in

crafted roof, however, does not fit into

nation during King Seongjong’s reign.

North Korea. The Yeseonggang River

any single style.

“It was the first time ancient Korean

was considered advantageous because

countries had an item that was used

of its deep waters, which enabled large

you try to copy someone else’s

solely as currency,” says Oh. “Currency

vessels to dock.

handwriting, your own style will be

then became more widespread in the

The Gaoli Tujing, a record written in

“Imagine your handwriting. Even if

mixed in with the imitation,” says Heo

1123 by a Song Dynasty envoy to the

Hyeong-wook of the Gyeongju National

country, states that one of the most

Museum. “That’s how it is with

categorized into two types, though they

popular items of choice for trade was

Buddhist artifacts.”

were not mutually exclusive. One was

Goryeo celadon. Its pale green color,

tributary trade with the Song Dynasty,

similar to the color of jade, helped its

Trilateral Trade Trade grew even

which included precious items such as

popularity among outsiders. This is

more during the 18th century of the

Goryeo celadon, jewelry, gold, jade and

reflected in the stores unearthed in a

Joseon Dynasty (1392-1910) and was the

other luxury products. The other

sunken Chinese merchant vessel

peak of trilateral trade between China,

category of trade was the more diverse

discovered near Sinan, Jeollanam-do

Japan and Joseon. Korea (Joseon) mostly

items exchanged between commoners.

Province, in the 1970s. Believed to have

exported wild ginseng, while China’s

Goryeo merchants would sell paper, ink

gone down in the early 14 century

Qing Dynasty (1636-1912) put silk on

sticks and ink stones, and seek out items

after being abandoned near Korean

rare to the peninsula, such as tea, spices,

shores, the ship was found to have

musical instruments, and sometimes

been filled with Goryeo celadon

ivory or glass products. “Tributary trade

wares.

Joseon Dynasty.” The trade of Goryeo could be

the market and the Japanese traded silver. An ancient document from the time states

India), the first Korean travelogue is a

Bogo helped establish water trade

engaged in inter-country trade during

highly-valued cultural relic today.

routes, as he saw the need for a new hub

the Silla era, as trade was largely limited

of exchange with China and Japan.

to tributes. However, civilian trading

on the Silk Road is reflected in local

“Jang was in charge of taking envoys to

became much more vibrant with the

statues made in the image of foreigners.

the new world,” says Park of the

Goryeo Dynasty (918-1392) and the rise

At Heungdeogwangneung, the Royal

National Institute of Korean History.

of sea routes, which in turn spread the

Lee Jung-hwan’s Taengniji writings read

Tomb of King Heungdeok, statues of

Jang set up a garrison on Wando Island

word about the country.

that, “The richest men in Joseon are all

soldiers stand guard near the entrance,

on the southern coast and also protected

wearing hats and outfits that match the

the commercial activities of Silla

an interesting way. As more and more

appearance of Sogdians, ancient Iranian

merchants and envoys to China and

people across the world heard the name

China’s Ming Dynasty (1368-1644) was

soldiers that were known to travel the

Japan. The new trade hub opened

Goryeo, it was eventually translated

also active in literary exchanges. Envoys

Silk Road. The imitation shows

opportunities for more diverse trading.

into other tongues before evolving into

of the Ming Dynasty exchanged

familiarity with foreign cultures,

“Before, it was only possible to trade

its modern-day variation. “We believe

handwritten poems with Joseon

indicating a certain level of interaction.

between two countries at a time: The

that ‘Korea’ originated from ‘Goryeo,’

Similar, smaller statues dressed in the

Tang Dynasty (618-907) traded with Silla

since the pronunciation is very similar,”

Sogdian style were also found in tombs

and Silla traded with Japan. With the

says Oh Young-sun, a curator at the

around Gyeongju, Gyeongsangbuk-do

new sea routes, multilateral trade helped

National Museum of Korea.

Province in the 7th century.

boost economic activity,” says Park.

Another example of Silla presence

The Silk Road began to decline in the

Along with Goryeo’s efforts to expand through trade, China’s Song

Democratic Growth Experts

Dynasty (960-1279), the largest trading

prominence. The historical icon Jang

debate whether or not civilians actively

partner of Goryeo, also took a role in

abundant overseas trade was, and the scholar

merchants who do overseas trade.”

This growth helped shape Korea in

late 9 century, as sea routes came into th

how

Besides trading tangible products,

scholars, including Jeong In-ji, and was sometimes categorized as civilian,

Other artifacts, such as the Ten-Story

Seong Sam-mun in 1450. Collection of

since foreign messengers and envoys

Stone Pagoda from Gyeongcheonsa

Poems by the Ming Envoys and Joseon

would exchange their own belongings

Temple, show direct influence from

Academians, Treasure No 1404, shows

and purchase local goods to take

countries outside of the Song Dynasty.

that trade embraced new thought and

home,” says Lee Mi-ji of the National

The structure, which was also the first

opinion as well, helping open Korea to

Institute of Korean History.

pagoda to be made of marble, show

the rest of the world.

The base of all trade during this time

signs of Tibetan Buddhist influences in 21

Ko r e a n C u ltu r e

Pieces of the Past Twenty artifacts were designated representative relics of Korea in celebration of the G20 Summit in Seoul last year. The country’s craftsmanship can be found in these pieces of history.

elegantly with every slightest move and

royals. Ritual Ewer, National Treasure No 92,

the end. Though the design is simple, it

breeze. The exquisite crown is kept on display

is a pitcher used by monks to keep fresh

strikes an impression in its minimalist

at the National Museum of Korea’s

water for religious rituals. Its overall design is

qualities. The fall of the painted rope carries

Archaeological Gallery, along with its

based on similar pitchers once used by

both power and moderation in its

accompanying gold belt and ornamental

Brahmans and later by Buddhist monks in

movement, as it carefully divides the jade-

crown attachment.

ancient India. The ewer has inlaid silver

hinted white porcelain in half. The coil at the

details on top of a bronze surface, showing a

bottom also portrays a sense of

Goguryeo (37 BC-AD 668) also contributed

scene of fishermen as they set their rods.

lightheartedness, as if the painter wanted to

to the cultural heritage of the nation. A

Reed and willow branches appear to sway

release his self-control and allow the rope to

statue from the year 539 is one of the oldest

gently as a wet fog rises above the hills, and

drop. Characters in Hangeul, the Korean

depictions of the Buddha in Korea, and is

the rusted bronze hue creates a sense of

alphabet, are written in a glaze inscription on

unique for its inscription and location of

tranquil harmony. Willow trees frequently

the bottom of the bottle. It is unclear what it

excavation. Though created in Goguryeo,

appear on ritual ewers, depicting a myth

says and why it was printed, but its history

National Treasure No 119 was found in Silla

from Buddhist scripture that says the

can be traced to after the invention of the

territory, showing that trade allowed for

Goddess of Mercy cures the sick with clean

Korean alphabet. This porcelain is shown at

movement beyond political borders. The

water and willow branches. The bottle can be

the National Museum of Korea, Ceramics

inscription of the date is rare, as many

seen at the National Museum of Korea’s Fine

Chamber in Fine Arts Gallery.

statues did not include a year of production.

Arts Gallery.

Along with the works of Baekje and Silla, National museums in Korea are some of the

which are dated as far back as the 4th

temple site in Neungsan-ri in Buyeo. It is

most prominent places where cultural

century Three Kingdoms period. “They are

estimated to have been made in the early 7th

legacies are kept alive. Among the vast

imbued with the Korean spirit.”

century, right after Baekje designated Buyeo

variety of centuries-old cultural and

A sophisticated skill in crafts can be seen

as its new capital. A crown from the Silla Kingdom (57

historical artifacts, the National Museum of

in earlier pieces such as the Baekje Incense

Korea highlighted 20 of the most significant

Burner, National Treasure No 287. The relic,

BC-AD 935) shows the country’s time of

masterpieces in the national collection last

regarded as a prime example of Korea’s

prosperity and peace that enabled artisans

year, in preparation for the international

ancient metal crafts, was once used in royal

to refine their craft. The Gold Crown was

visitors arriving for the G20 Summit in Seoul.

court ceremonies during the Baekje Kingdom

found in the Great Tomb of Hwangnam and

The selected few, dubbed the “M20,” serve as

(18 BC-AD 660). The flower-shaped bowl

is National Treasure No 191. The delicately

the perfect guide to the museum novice,

supported by a stand is designed to look like

formed relic is regarded as the most

who might not know where to begin in

a dragon attempting to devour a lotus bud.

elaborate of all Silla crowns discovered. The

Korea’s long history.

The incense burner’s lid depicts mountain

headpiece is comprised of a circular band

ranges, demonstrating the maker’s artistic

with five upright peaks. The headband and

different periods, ideologies and forms of

sense. A phoenix sits at the top with its

vertical sections are embellished with a

expression in the formative arts, but

wings spread wide, as five musicians

dazzling array of finely crafted gold spangles

nevertheless, they are characterized by a

surround the bird below. The artifact is on

and jade. These numerous additions were

consistent artistic sense,” the museum said

display at the National Museum of Korea

woven onto the main band with thread-like

in a release about the artifacts, some of

and was first excavated from an ancient

gold wires, and were designed to shimmer

“The selected masterpieces represent

The statue depicts a smiling Buddha, a robe

Simple designs continued through to the

The other artifacts each carry a significant moment of Korean history,

draped over him and a halo that resembles a

Joseon Dynasty (1392-1910). A piece of

whether they are in their inherent originality

whirlpool of fire behind him. The statue can

white porcelain with rope designs is Treasure

or the clear depiction of contemporary

be found at the National Museum of Korea,

No 1060, and represents the typical

influences. From simple items to intricate

in the Fine Arts Gallery.

characteristics of Joseon porcelain in its

paintings, the M20 can be appreciated not

solidity and curvatures. Iron-brown glaze

only by locals, but those looking for a peek

artistic and creative skills were applied to

paints a strand of rope that twines around

into Korea.

diverse types of ceramic, expanding the

the narrow neck of the bottle and hangs

designs beyond what were dedicated to the

down to its bottom, coiling into a twist at

During the Goryeo Dynasty (918-1392),

From top to bottom, left to right: Comb-pattern Pottery; Stone Dagger; Duck-shaped Pottery; Mural Fragment of an Equestrian Figure; Baekje Incense Burner; Horse Rider-shaped Vessels; Gold Crown, Belt and Crown Ornament; Pensive Bodhisattva; Maitreya Bodhisattva and Amitabha Buddha; Reliquary from the East Pagoda of the Site of Gameunsa Temple; Ritual Ewer; Metal Type of the Goryeo Period; Print Made with Tripitaka Koreana; Maebyeong Vase; Ten-Story Stone Pagoda; Jar; Bottle; Paintings by Kim Hong-do; Endless Rivers and Mountains; Album of a Journey to Songdo Joseon; Complete Map of the Eastern State.

Ko r e a n C u ltu r e

within the traditional palace. “For my father,

ranked among the top then most visited

Metropolitan Museum

it was an office, but for me, it was the perfect

museums in the world. We aim to diversify

of Art in New York. She

playground.”

and invigorate the museum by activating

hopes to push the

international exchanges while meeting

benchmark even higher

archeologist and art historian, teaching at

visitors’ needs through multifarious and

with the Korean

Seoul National University and working at the

polished exhibitions,” Kim says.

museum and feels

Kim first began her career as an

school’s museum. After being selected as the

museum has been the long-awaited return

February, Kim set into motion plans to

of the Uigwe, a collection of royal annals of

re-create the atmosphere she had known as

the Joseon Dynasty. The texts, which were

the director demands

a child.

looted 145 years ago by French troops, were

only the highest quality

lent to the national institution on a

for the viewers, as she

exhibit line-up has dominated her time as

permanent lease and returned to Korea for

understands the power

director, as Kim paid special attention to the

the first time in more than a century.

of a well-organized

facilities from the eyes of the viewers. The

Kim Young-na, the director of the National Museum of Korea, finds a balance between her youthful heart and sharp insights to create an inviting space for all.

Just thinking about the moment she first

reach its full potential. As an expert herself,

exhibit. Kim knows how

museum relocated to its current home in

saw the royal protocols on their

good curation can

Yongsan in 2005, and Kim’s touch has further

homecoming, Kim still feels a surge of

attract tens of

lent a sense of vibrancy to the venue.

excitement. The director was deeply

thousands or hundreds

Natural lighting filters in through the

impressed at how well-preserved the Uigwe

of thousands of people,

lobby, radiantly shining sunlight into dark

have been, with the colors and letters of the

if done well and,

corners even on cloudy days. An open lobby

books still vivid. “It felt like the Uigwe was an

although she is no

greets the visitors, a lounge area provides

old friend, not a thing or an object. When I

stickler for figures, she

respite for the elderly and an open cafe has

first saw it, it felt as though I was being

hopes to increase the

space for public computers. The museum’s

reunited with a long lost friend.” A special

number of new visitors

biggest change has been an increase in tours

exhibit celebrating the return of the ancient

to the museum. It’s one

and educational programming, which has led

texts opened in July and will run through

of the few tests that

to an influx of school visits.

Sept 18.

she feels will truly

The permanent collection lures in new

Kim has had the opportunity to be

visitors with rotating exhibits of its stores,

inspired by museums across the world, such

and a third floor gallery includes national

as the Centre Pompidou in Paris and the

determine whether or not she has succeeded as a director. “You know, as a professor, you can’t

artifacts from countries across Asia - showing

expect to see the results of your teaching

refuses to get too caught up on the funding

how vital the neighboring countries have

right away. It took a long time to figure out if

side of things, instead maintaining her focus

been in each others’ histories. In the adjacent

I was a good teacher or not. But as the

on the museum’s mission to the people.

building, a special exhibition gallery

director of a museum, it takes shorter, much

showcases famous international works,

shorter time. It’s a good thing that I’m able

sophisticated modernism of the museum in

providing visitors with rare opportunities to

to see if I’m doing right, and I’m doing things

combination with the preservation of

see parts of the world from right within

correctly before I start something new.”

exquisite Korean traditions. She hopes more

While some people might think of the

Kim Jae-won, was the first director of the

Korea. On display now is “Princely Treasures,”

National Museum of Korea simply as a place

national institution, and she inherited his

which features the royal collection from

for school field trips, Kim Young-na has

passion for art and history. “I have memories

London’s Victoria and Albert Museum.

always been fascinated by the institution.

of the Seokjojeon building at Deoksugung

Kim, the newly appointed director of the

Palace where I spent most of my childhood

national museum here surpassed the number

museum, has been acquainted with the

observing the pond in front,” she says,

of visitors to the Musée d’Orsay in France

cultural site since her childhood. Her father,

referring the museum’s original location

last year. “The National Museum of Korea is

confident it has yet to

National Museum of Korea’s director in

A vibrant, comfortable space and exciting

History’s Home

In recent news, the biggest issue for the

According to the UK’s Art Newspaper, the

As the director of the museum, however, Kim Young-na, the director of the National Museum of Korea, hopes to bring in new visitors to the institution (opposite). A view of the children’s museum (top right). A cafe for museumgoers offers refreshments and snacks (above right). A traditional pavilion and bell outside of the museum (above).

Kim hopes to continue developing the

plundered relics and scattered art pieces will

Kim does more than simply manage the

find their way back to Korea, so that she may

inner operations of the organization. She

show them to the rest of the people here.

networks with foreign organizations to

And above all, she hopes visitors will discover

further cultural exchanges and promote

new insights into the culture of Korea

future exhibits, and also works to strengthen

through their interactions with the exhibits

government support for her work. But, she

and programming.

Ko r e a n C u ltu r e

a glimpse of korea's past Painting was at its zenith in terms of both quality and quantity in the late Joseon Dynasty. By depicting landscapes, scenes from everyday life and animals in realistic detail, the timeâ&#x20AC;&#x2122;s artists showed their love and pride for their nation and culture. by Park Min-young

Ko r e a n C u ltu r e

A work by Shin Yun-bok shows a woman with her head covered (above). Kim Hong-do’s Plowing a Rice Field depicts farmers at work (right). A portion of Yi In-mun’s Gangsanmujindo , an 8.6m landscape (opposite top). Kim’s Gunseondo (Immortals) (opposite below).

ne holding a pipe and one

of fashion and lifestyles during the

A large part of the show was dedicated

receiving commissions from other

even seems a bit belated, when one

culture. New techniques were

flirtatiously glancing at a man

period.

to portraits from the Joseon Dynasty,

patrons, as well as paintings of royal

considers how crucial the time was in

developed and trends started in various

including well-known works such as

processions, ornamental paintings for

Korea’s art history. It was during the

cultural fields, including art, in order to

following her, two gisaeng enjoy a day out on their horses. Gisaeng were

New Light on Art Shin’s painting

Self-Portrait of Yun Du-seo, National

the palace and illustrations for royal

latter part of the era, a period spanning

highlight traditions and depict customs.

Korean female entertainers in the Joseon

was on exhibition to the public during a

Treasure No 240, an extremely detailed

documents.

some 200 years across the 18 and 19

Painting reached its peak and became

Dynasty (1392-1910), and the men

two-week autumn show held at

work of the Joseon painter’s own

centuries, that art flourished on the

based on a newborn aesthetic point of

surveying them appear to be yangban

Kansong Art Museum. The exhibit

countenance.

Kansong’s attracted about 4,000 visitors

Korean Peninsula. Taking a big step

view.

(aristocrats), based on their dress.

introduced 100 portrait and genre

during the week and 10,000 on

toward modernity, society was

Nevertheless, they look thrilled to have

paintings by 52 artists from the Joseon

Joseon Dynasty kicked off on Oct 13 and

weekends, while Leeum attracted

undergoing major changes at the time

late Joseon Dynasty paintings is its

the girls in their company. A pink azalea

Dynasty, including Yeonsodapcheong

will run until Jan 29. It showcases 110

roughly 700 to 1,500 per day. “We are

— the class system started to waver and

emphasis on realism. Artists elaborately

tucked behind one girl’s ear hints that it

and 15 other remarkable paintings by

paintings by hwawon, or court painters

glad that the three exhibitions took

new ideologies, like the Realist School

detailed everything from people’s faces

is a warm spring day.

Shin.

of the Joseon Dynasty.

place in a similar period. One could

of Confucianism, emerged.

and clothes to events and landscapes.

This is a scene depicted in Shin Yun-

The National Museum of Korea and

Leeum’s show, The Court Painters of

The aim of the show is to shed new

All three exhibits marked a hit.

make a general survey of Joseon

Notably, artists and scholars finally

The most significant characteristic of

Jingyeong (realistic) landscape paintings

bok’s painting Yeonsodapcheong (Outing

the Leeum, Samsung Museum of Art

light on hwawon, who were regarded as

Dynasty paintings by visiting all three

started to shake off the Chinese

and genre paintings, which feature

of the Youth), which is included in the

also recently hosted exhibits

less creative at the time compared to

shows. It is starting a sort of a Joseon

influence led by Zhu Xi’s Neo-

scenes from everyday life, became

30-leaf album Hyewon Pungsokdo,

highlighting artwork from the late

other artists who did not work in the

Dynasty art boom,” says Park Min-sun,

Confucianism, which had long

immensely popular.

National Treasure No 135.

Joseon Dynasty, a special period in

court. Leeum museum curator Cho

a public relations official at Leeum

dominated the early Joseon Dynasty. In

Korea’s artistic history.

Ji-hyun, however, says that hwawon

museum.

its place, the nation established its own

development of Jingyeong landscapes,

Neo-Confucianism, led by scholar Yi I.

an art style pioneered by Jeong Seon

Vivid colors and minutely-described details — like the long pipes or the

The National Museum of Korea

actually played an active role in setting

In fact, many believe that the

white layer of cloth the gisaeng covered

focused on portraiture for their month-

new artistic trends of the time. They

Focus on Realism The recent

their breasts with under their short

long exhibit, which featured over 200

produced a large number of private

interest in paintings from the Joseon

heightened Koreans’ self-esteem and led

of a new era. Traveling around Seoul,

jeogori (jacket) — present a realistic view

portraits from Korea, Japan and China.

portraits and landscape paintings by

Dynasty is not at all surprising and

to a newfound love for traditional

Mount Geumgangsan and today’s

The birth of a native ideology

(also known as Gyeomjae), was the start

Ko r e a n C u ltu r e

Gyeongsang-do provinces, Jeong strove

can inform the following generations

to develop a new technique of painting.

about the time’s lifestyle.

By modifying the time’s widely used

Some of the best painters of the time

Chinese Southern School style, he

were Yun Du-seo, Kim Hong-do, Shin

created a style of painting that was fit to

Yun-bok, Kim Deuk-sin and Jo Yeong-

portray Korea’s landscapes. Jeong also

seok.

invented a unique way of painting that

Yun was an important figure in

involved holding two brushes in one

terms of genre painting, as he was one

hand. The artist consumed so many

of the first artists who ever attempted

tools during the process that the heap of

the style. He lived and worked in the

used brushes he threw out is known to

early 18th century, and six of his original

have been larger than a tomb.

paintings are intact, including Women

Support from Kings Yeongjo and Jeongjo, who were generous patrons of the arts, played a big role in the

Picking Edible Plants and Carving Woodenware. As well as depicting labor at the

development of painting as well. A high

time, the painting featuring women

demand for aesthetic paintings existed

gathering plants at the foot of a

in court at the time, and the most-

mountain also informs viewers what

wanted variety was realistic landscapes.

kind of hanbok (traditional clothes)

Paintings from the late Joseon

people wore when working. The

Dynasty showed a great difference from

women’s jeogori is significantly longer

those in its neighboring countries — it

compared to those depicted in late 18th

started to differentiate itself from the

century paintings.

strong, bold aspects of continental

Kim Hong-do (also known as

Chinese art and also from the brilliant

Danwon) is another painter who

colors of Japanese art. Rather, it was

perfected genre painting in the late 18th

independent and unique enough to

century. He was a highly versatile artist,

have even influenced other cultures.

but is best known for his genre pieces,

The era’s paintings are known to have

such as Pungsokdocheop (Korean Genre

played a considerable role in the

Paintings), Treasure No 527.

development of the Japanese Southern School style.

The work is an album he made in his 30s and contains 25 paintings of various events he witnessed in the country. It

Growth of Genre Paintings

features people working, playing sports,

During the early years of the Joseon

eating, drinking, dancing and more.

Dynasty, art depicting daily life and

Every figure has its own story. Like Yun,

people wearing casual attire were

Kim also left the background bare,

considered relatively vulgar. But in the

allowing his main subjects to stand out.

latter half of the period, this idea was abandoned. Genre paintings, or art that

In the painting Lunch, for example, a dog stares at a group of people enjoying their midday snack, hoping for a share.

illustrates the everyday life of the

Threshing Rice shows the unsatisfied

artist’s time, became greatly popular in

frowns of young men striking sheaves

the late Joseon Dynasty. The paintings

of rice to the ground in contrast with the

are not only highly valuable as art, but

laid back posture of an old man,

are also important historical records that

possibly the landowner, in the

Famous Folk Paintings Among the different kinds of folk paintings, the Left to right, from above: Playing Cats is a work of folk art by Jang Seung-eop; Self-portrait of Yun Du-seo integrates new art styles; a portrait of scholar Hwang Hyeon by Chae Yong-sin.

ones that are best known from the late Peering Into Portraits Following

realism. Artists did not try to beautify

Joseon Dynasty are those featuring

the Goryeo style of the early Joseon

the subjects at all, but instead put in

animals, birds, flowers and bugs.

Dynasty and the Chinese styles in the

extra efforts not to leave out a single

middle of the era, Joseon’s own style

hair of a beard or any sun spots. They

painting in order to earn some extra

was established in the latter part of the

believed that, by doing so, the painting

money; even court painters created this

period. One consistent aspect of

could truly mirror the subject’s inner

style of minhwa in their pastime, usually

painting rural life, Shin Yun-bok (whose

portraiture, however, was that the artist

side.

on commission from other patrons.

penname was Hyewon) depicted scenes

who was given permission to paint the

of urban life. Shin was the first artist to

king was considered the best in the

officials that commissioned portraits in

the area, or more specifically in painting

boldly depict the gisaeng lifestyle and

land. For this task, even painters from

the late Joseon Dynasty. General

certain animals. Byeon Sang-byeok, for

the relationship between men and

outside the court were considered for

yangban and even commoners started

example, focused on cats and was often

women. The best known works are

the job.

to request portraits. And because artists

called the “cat artist,” and Kim

could paint according to their own rules

Du-ryang was especially good with dogs.

background. While Kim Hong-do focused on

included in Hyewon Pungsokdo. In the

Unfortunately, there are no original

It was not only the king and high

album, Shin vividly portrays the fashion

extant copies of any of the kings’

for this class of people, the artistry of

and flirtatious attitudes of gisaeng, as

portraits. This is because artists

portrait painting quickly developed.

well as the gallant and ridiculous

regularly burned each original after

actions of men trying to win their favor. Analyzing Shin’s paintings, one

It was a genre most artists enjoyed

Several artists started to specialize in

Believing that each subject featured

Various forms were introduced in

in folk paintings represented something

copying it, because it was forbidden to

the period such as self portraits, best

positive, elites of the society at the time

pass down a king’s portrait once it had

represented by Yun Du-seo’s famed

exchanged folk paintings as New Year’s

could even assume that although

faded. The names of the artists who

piece. Jeong Seon’s Miindo, a full-length

gifts. For example, dogs symbolized

women were restricted by the

copied the portraits were kept secret.

portrait of a gisaeng, can also be

happiness, tigers meant courage and

regarded as a type of portrait.

magpies represented good news.

patriarchy, they still led rather active and autonomous lives.

The peculiarity of late Joseon Dynasty portraits is, once again,

Ko r e a n C u ltu r e

jumped soon after The Painter of Wind — a

show how excellent our culture was,” says

drama about Joseon Dynasty artist Shin Yun-

Choi.

bok — became a hit in 2008, and has been

Choi says that the people’s love for their nation during the late Joseon Dynasty is

steadily increasing since. Choi believes that it

however, was delayed for many years due to

reflected in their work. Even Mount

is because Koreans’ self-esteem is getting

the aftermath of the Korean War (1950-

Geumgangsan, which obviously never

stronger.

1953). It was only after Jeon’s death in 1966

changed externally, is painted more

that his descendents scouted Choi, a scholar

delicately compared to early Joseon art. It is

experienced rapid economic growth and

and researcher at the National Museum of

because the artists examined the mountain

most of us completely forgot about what it

Korea, to work at the museum and reopen it.

more closely, finally regarding it as beautiful.

“We are more educated than before, we

was like during the Japanese colonial era. It is time we take pride in ourselves,” he says. The museum was established in 1938 by

Penetrating Korea’s Art History

The museum’s opening to the public,

exhibitions on each artist.”

Led by Choi, a group of researchers — who are now regarded as the Kansong School — started to study the museum’s

Jeon Hyeong-pil (1906-1962), who was

collection. They started the exhibits in the

better known by his penname Kansong. He

autumn of 1971 and also the publication of

became a wealthy man at the age of 24,

Kansong Munhwa, a book containing research

having inherited a great fortune, and was

papers related to each exhibit’s theme.

devoted to buying the nation’s relics and

Among the museum’s collection, works

artworks that were leaking out to Japan.

from late Joseon Dynasty comprise the

Price was never an obstacle for him; if he

largest portion. “The early Joseon Dynasty

thought an item was of high quality, he

was influenced by China’s Zhu Xi’s Neo-

purchased it. One example is when he bought 20 pieces of Goryeo Cheongja (celadon porcelainware) from a British collector in

Korea’s art history cannot be discussed without mentioning Kansong Art Museum, the oldest private museum in Korea. Chief curator Choi Wan-su explains the history of the museum and shares his thoughts on late Joseon Dynasty paintings.

Japan by selling 10,000 patches of field in Gongju, Chungcheongnam-do Province — the equivalent of 400 houses in Seoul at the time. It was worth it, though, because seven of the Cheongja were eventually designated as official treasures. The museum’s collection includes the

by Park Min-young | photographs by Kim Nam-heon

only extant copy of Hunminjeongeum, a document explaining the new script for the

Choi Wan-su explains his views on art (opposite). The entrance to Kansong Art Museum (top right). The exterior of Kansong (right). Visitors browse at one of the rare exhibits (bottom right).

A long queue of several hundred meters

genres, including paintings, sculptures and

insufficiency of twice-a-year exhibits, Choi

Korean language, written by King Sejong. It is

forms down a narrow alley in Seongbuk-

calligraphy, from the period of the Three

Wan-su, chief curator at the museum,

National Treasure No 70 and was also

Confucianism, so even people in our

dong, northern Seoul, every spring and

Kingdoms (57 BC-AD 668) to modern times.

chuckles and shakes his head. “Museums in

registered on the UNESCO Memory of the

paintings resembled the Chinese. In the

autumn. In line are people waiting for

Among the collection, 12 have been

general play one or more of these three big

World list in 1997. Shin Yun-bok’s Hyewon

latter part of the dynasty, though, our own

nothing else but a precious peek into the

designated national treasures and 10 more

roles — collecting art or relics and

Pungsokdo (National Treasure No 135), a

Neo-Confucianism was established. When

latest exhibit at Kansong Art Museum, which

are also recognized as treasures.

preserving them; studying them; and

30-leaf album containing the famed painting

ideology is the root, art is like a flower. Our

exhibiting them. The role of Kansong is to

Miindo (Portrait of a Beauty), can also be

own culture started to blossom because we

found at the museum.

finally had our own roots,” Choi explains.

only opens to the public twice a year: for

One hundred portrait and genre

about two weeks at a time in May and

paintings by 52 representative artists of the

study works of art, not exhibit them. In a

October. Visitors wait at least an hour, or at

Joseon Dynasty (1392-1910) were brought

way, we are doing volunteer work every

most three, to get inside.

out from the museum’s private stores for its

spring and fall to let the public know the

tried to plant a colonial view of history in

collection is concentrated on the late Joseon

last exhibit in October.

results of our studies,” Choi says with a

Koreans’ minds, emphasizing that our culture

period, like paintings by Gyeomjae (Jeong

smile.

was worthless. Kansong collected the works

Seon’s penname) and Danwon (Kim Hong-

because he did not believe it and wanted to

do). We have enough to hold separate

Kansong is the nation’s oldest private museum and holds an impressive collection of more than 12,000 priceless artworks of all 32

Upon hearing that complaints are growing amongst art aficionados about the

The number of visitors to Kansong

“In Kansong’s time, Japanese scholars

“Kansong sensed it. That is why his

Ko r e a n C u ltu r e

rest was contemporary. But the situation

already highly valued,

soon reversed as art started to emerge as an

so it is likely that the

investment tool. Demand for older art

owners of works by

continuously decreased. Thanks to the stable

major artists were

pool of collectors, though, prices have stayed

influential figures in

the same, even in 2008 when contemporary

society. If a painting

art values dropped due to the global

carries the seal of a

economic crisis,” Eum adds.

big-name collector

“In fact, I think people are starting to

from that time, it is

change their minds about antique art, seeing

appraised at a higher

how stable they are. They are realizing that

rate.

classics never change. Antique art auctions steadily mark about 75% to 80% sales each

artworks and relics

time.”

can also be found in overseas auctions like

Among late Joseon Dynasty artworks,

Undervalued Paintings Experts have critically acclaimed the quality and value of late Joseon Dynasty paintings, but priceless works of art are as yet undervalued in local and international markets. by Park Min-young

Joseon Dynasty

Sotheby’s or Christie’s, because a great

People bid on Lee Joong-seop’s A Bull at Seoul Auction in Korea (opposite). Hermit by Kim Hong-do sold for 160 million won (US$139,360) (above).

paintings by Jeong Seon, Shin Yun-bok, Kim

number of them were leaked out of the

Hong-do and calligraphy works by Kim

country or sold to foreigners during and after

Jeong-hui consistently comprise the highest

the Japanese colonial rule (1910-1945). The

price range. At Seoul Auction’s latest antique

auction results overseas, however, are poor,

and potential to stand out in the

art auction held in March, Kim Hong-do’s

especially compared to Chinese antique art,

international market.

Baenguigwaneumdo (Hermit) was sold at

which continuously breaks auction records.

160 million won (US$139,360) and Jang

The highest-ever priced antique from the

It was in the late Joseon Dynasty that Koreans first started to see their culture and

Seung-eop’s Hosaneoeundo (Landscape) was

Joseon Dynasty was made of white

artworks with their own eyes, says art critic

sold at 150 million won (US$130,662). Both

porcelain, which sold for 7 billion won (US$6

Sohn Cheol-ju. “Evaluations on

were sold near the starting point of the

million) in 1996 at Christie’s in New York,

contemporary art can change anytime. But

estimated price range.

while a Chinese embroidered ceramic bottle

old artworks, like late Joseon Dynasty

There are detailed standards for fixing

was sold at over 97 billion won (US$84.49

paintings, are already considered

the price of Joseon Dynasty paintings. But

million) in 2010 in Bainbridge’s of London.

masterpieces,” he says.

even if the artist is the same, prices can vary

“China’s antique art market is growing

Sohn adds that Korea’s traditional

across genres. Jeong Seon’s works, for

because Chinese economic power is getting

culture, including the paintings, is the root of

example, range from about 20 million won

stronger and they have great pride in their

the recent Hallyu Korean wave, and that it

(US$17,422) to several hundred million.

own culture. They believe that they should

could be proved anytime only if people

take back what is theirs from the world. The

would realize it.

While museums were elated over the recent

at the shows are not easily found in auctions.

pool for old art does not expand that easily.

string of successful exhibits featuring Joseon

“Although collectors are always looking for

The general assumption that old and rich

Dynasty (1392-1910) paintings, auction

investable artwork, high quality pieces from

people are the only ones collecting antique

and theme, some were painted with extra

country has a large population, and a lot of

houses were rather indifferent to the news.

the late Joseon Dynasty rarely come out in

art is actually right. Among art collectors,

care while some were not. The price depends

them are interested in overseas auctions,”

out quickly, but it didn’t. It will expand even

Such momentary interest of the public does

the market,” Na explains.

those interested in antiques only take up

on how much effort the artist put into the

comments Na.

further, carried by digital tools like social

about 30%. Most prefer contemporary art

work and how rare that piece is. Jeong Seon,

because antiques look rather somber when

for example, painted many genres, but his

market is depressed is because of forgery

ignorant in that aspect. There are almost no

placed in houses,” says Eum Jeong-woo, an

Jingyeong (realistic) landscapes are

issues. Instead of one officially authorized

websites to promote the value of our

auctioneer at Seoul Auction.

considered the most expensive because they

institute to appraise the works, there are

traditional works overseas. What we need to

were his major works, and were thus painted

three private ones. So opinions usually split

do right now is to establish a digital base to

with great care,” says Eum.

in most cases and fail to set a proper price

systematically organize and promote our

for the works.

artworks,” Sohn says.

not necessarily lead to actual sales, they say. “The antique art market is going through a slump, like the overall art industry. The recent

Seoul Auction and K Auction, the two biggest auction houses in Korea, allot only a small part of their auctions to antique art. In

popularity of antique art among the public,

hopes of revitalizing the market, several

temporarily buoyed by the exhibitions,

antique art-exclusive auction houses such as

doesn’t have much to do with auctions,”

AT Auction and My Art Auction were

the prices do not fluctuate either, especially

says Kim Jong-chun, head of AT Auction in

launched last year.

compared to the soaring prices of

Seoul. Na Yun-jeong, an antique art specialist at K Auction, says that the artworks displayed 34

Due to the limited pool of collectors, however, industry insiders find it difficult to animate the stagnant market. “The collector

As much as the collectors stay the same,

contemporary art. “Up until 2000, antique art took up about 80% of the lots in auctions, and the

“In the case of works of the same genre

Prices can also vary according to whether the painting has a seal or not, its overall

Another reason Korea’s antique art

“Many expected the Korean wave to fade

networking sites. The art industry is relatively

Despite problems, however, critics argue

condition, and its previous owners. During

that antique art, especially late Joseon

the late Joseon Dynasty, paintings were

Dynasty paintings, has a high cultural value 35

Korean Style

Around the world, Korean food is no longer seen as just “a hot and spicy dishes from an East Asian country.” After discovering a range of healthy and delicious dishes in Korean restaurants the world over, people have come to realize the diversity of Korean fare. While some ingredients and preparation techniques are similar to those found elsewhere, Korean cuisine truly embodies the nation’s culture. Furthermore, the many fermented dishes that are part of meals have recently gained prominence as part of the “slow food” movement, leaving little doubt that Korean flavors are making waves overseas. by Seo Dong-cheol

Ko H ar n eSa tny lSet y l e

Kimchi is one of the principle fermented dishes of Korean food (above). Jangajji , fermented in soy sauce or gochujang , are also kinds of "slow food" (below).

he Korean government has deemed

dishes at Korean restaurants overseas,

between meals, people all over the

kimchi in the autumn and buried it

the years from 2010 to 2012 as a

and the following, in order, were the top

world are turning their attention to

underground to let it ferment. These

“Visit Korea” period. What are the

10: kimchi (and kimchi-jjigae), bibimbap,

“slow food” (as opposed to fast food).

days, however, the majority of Koreans

must-eat dishes to sample at the

Hanjeongsik (a traditional, full-course

That’s where kimchi and other

live in apartment buildings and do not

numerous events taking place during

Korean meal), galbi, bulgogi,

fermented foods come in, as well as

have a yard in which to bury their

this period in the country? It can be

samgyeopsal (sliced pork belly),

Korean barbecue, pizzas and chicken

kimchi. Thus, the birth of the kimchi

daunting to see just how many menus

samgyetang (ginseng and chicken soup),

soups, all of which are becoming

refrigerator, which recreates conditions

naengmyeon (chilled buckwheat

recognized globally. As Korean foods

similar to those underground,

take up more space on people’s tables,

maintaining an average temperature of

and people give them a closer look, the

1C.

can hold, so a recommendation or two from those in the know can really help. A survey by a Korean newspaper last year found that foreign residents in Korea enjoyed bulgogi (barbecued beef) best, followed by galbi (grilled short ribs), and bibimbap (rice mixed with meat and vegetables). Recently, Korea’s Ministry of Culture, Sports and Tourism (MCST) and the Ministry for Food, Agriculture, Forestry and Fisheries (MIFAFF) conducted a survey of people’s favorite 38

noodles), haemul-pajeon (seafood and green onion pancakes) and tteok (rice cakes). This would suggest, then, that it’s high time people put aside their fear of unknown dishes and embraced new flavors. Interestingly enough, those top 10 Korean dishes are not solely confined to Korean restaurants anymore, as their tastes make them popular with palates on all continents. Sick of eating processed food and quick bites in

subtleties of the dishes will inevitably be revealed.

Soy sauce, gochujang and soybean paste are made from bricks of ground fermented soybeans (above). Salted shrimp and fish are matured in Korean traditional pots (below).

Kimchi is easily the most famous of fermented Korean food. Though cabbage is the most well known variety,

Slow and Steady Visit a Korean’s

kimchi made with radishes or

home and you’re sure to come across a

cucumbers are also popular, all of which

home appliance unique to this part of

use the formula of mixing salt, red

the world: the kimchi fridge. Koreans

pepper flakes, crushed garlic, green

have a regular refrigerator to keep their

onions, ginger, soy sauce and fermented

food cool and another one to store their

fish together. Fermented kimchi is

kimchi. Traditionally, Koreans made

healthy and nutritious, as it contains a 39

Korean Style

wide range of vitamins. Other Korean fermented foods such

“New trends have seen healthier food

as soybean paste, gochujang (red pepper

finding its way onto the tables of people

paste) and soy sauce have been thrust

around the world. In the near future,

into the spotlight as the perfect slow

healthy, eco-friendly foods will be the

foods. The history of the term dates

norm.”

back to 1986, when the international

gyeong, a professor at Hoseo University.

Samgyetang is one of popular healthy food in Korea, especially in summer (opposite). Tteok is made of rice, nuts, herbs and even some fruits that make it highly nuturitious (above). Naengmyeon is also a popular dish for its refreshing cool broth (below).

There is no doubt that fermented

slow food movement got its start in

foods have been a part of diets in both

Italy. The message of the movement was

the East and West for millennia. Long

to promote a return to a traditional diet.

ago, Western cultures developed wines,

Fed up with fast and instant foods,

beers, cheeses and yogurts as their own

people who used to be obsessed with

healthy fermented food products. But

speed and convenience are now

when it comes to things that are “slow

returning to more natural ingredients

and patient,” nothing quite matches the

that agree with the human body. “The

variety of Korean cuisine. “There’s

slow food movement has led to a

nothing out there like Korean food,”

decline in American fast food, which in

insists Jeong. “We have slow food like

turn has given way to emerging slow

no one else. Korean soy sauces and

food from Asia,” says Jeong Hye-

soybean pastes are usually preserved at

Korean Style

least one year before they’re consumed,

bulgogi, galbi, and samgyeopsal have

ribs, is marinated in soy sauce, sesame

sliced cucumbers, radishes and pears,

with some aged as long as 60 years.

become popular with people in other

oil, garlic, green onions and pear.

and topped with a boiled egg in a

There aren’t a lot of people who can

countries. People overseas enjoy Korean

However, it’s different from bulgogi in

chilled broth of beef or chicken, is one of

wait that long. Koreans, however,

meat dishes not just for their familiar

that it’s grilled over a charcoal fire or

the most popular.

embody slow food.”

ingredients, but for the original recipes

braised. Additionally, the seasoning

used to prepare the food.

goes deep into the meat’s tissue,

seeds of globalization A recent

suffusing it with the uniquely original

survey found that 60 percent of foreign

These “slow” fermented ingredients are a fundamental part of the national

meat dishes are simple, served rare,

smells and flavors of Korean cuisine.

residents in Korea believe Korean food

Most meals and side dishes include a

medium or well-done. That’s it.

And don’t forget about the grilled

has the potential to go global. One

fermented ingredient. Among stews,

However, Korean meat dishes agree

fatback of samgyeopsal, which reminds

Japanese housewife loves kimchi so

kimchi-jjigae (kimchi stew) and

with foreign palates because of the

many of unsmoked bacon and is also

much she not only has a kimchi fridge

doenjang-jjigae (fermented soybean

many unique ways in which they’re

cooked in its own way. Koreans grill the

but makes her own kimchi! Perhaps the

paste stew) are popular. When people

delicately prepared.”

slices of pork belly on a tabletop grill

globalization of Korean food has

before wrapping it with an assortment

already begun. The Korean government

of vegetables.

aims at accelerating the further

make guk , a basic Korean soup, with

Some meat dishes are cooked directly on a tabletop grill just before eating (above). Galbijjim is a steamed beef dish marinated with soy sauce and seasonings (below).

Bulgogi is made by taking thin slices

kimchi or soybean paste, salt and soy

of sirloin or other cuts of beef and

sauce are added to season it as well.

marinating it in a mixture of soy sauce,

Then there’s bibimbap, which would

sugar, green onions, garlic, toasted

meal eaten by many to beat the heat of

Indeed, the government’s bold new goal

not be complete without gochujang.

sesame seeds, ginger, pepper and

summer. Similar to the broth of chicken

is to make the domestic fare one of the

Essentially, if you sit down to have a

sesame oil. It is then fried in a pan

noodle soup, samgyetang’s health

world’s five most favorite foods within

traditional Korean meal, it would be

before serving. Galbi, or sliced short

benefits are unparalleled. After

a decade, and increase the number of

nearly impossible to avoid all the

removing its innards, the chicken is

Korean restaurants around the world

fermented foods present on the

stuffed with glutinous rice, garlic, and

from its present number, 10,000, to

table. Korean food is,

jujubes and then boiled for hours.

40,000.

fundamentally, a

Ginseng, that mysterious root whose

hodgepodge of slow

positive effects on the human body are

formed a “Korean Cuisine to the World”

foods.

still being uncovered to this day, is also

group, and a Korean Cuisine

added, making samgyetang as much a

Foundation is in the works as well.

Universal

tonic as a delicious meal. Haemul-

Related government agencies including

Traits the top 10

pajeon, which resembles a pizza or

the Ministry of Culture, Sports and

Korean foods

pancake in appearance, is made by

Tourism have vowed to cooperate with

which non-natives

adding oysters, squid and clams to a

civic groups to nurture the brand of

like most have more

mixture of chopped green onions, hot

Korean food.

in common than just

peppers and flour dough. It is then fried

fermentation. The

on a pan and eaten while still hot.

ingredients that go into

As Professor Jeong explains, Western

cuisine — not merely an afterthought.

Samgyetang is a traditional Korean

Korean traditional rice cakes, tteok,

globalization of the national cuisine.

Bibimbap is a combination of rice, vegetables, meat and gochujang. It is one korean dish wellknown overseas.

In May 2009, the government

Behind this sweeping culinary movement lie the universal traits of the cuisine and its potential to become

the dishes and how

are made by steaming pounded or

globally recognized. It is only a matter

they’re made are fairly

glutinous rice. Seasoning it with nuts,

of time before the seeds of Korean food

universal, as it’s common to

fruits and herbs makes it highly

grow into a strong, global tree. With an

find barbecue, pizzas, soups

nutritious. Then there are all the

open mind to new cultures and an

and noodles in dishes from

different noodles, which come in a

interest in following a healthy diet,

other countries. Beef and pork

whole slew of shapes and sizes: the

people are being encouraged to join this

are universal ingredients, save those

pasta of Italy, the rice noodles of

movement to make this unique food

nations which refrain from

Vietnam, the udon of Japan and the

more popular and accessible in every

incorporating them in their cuisine for

chow mein of China. Of the many kinds

corner of the world.

religious reasons. Barbecued foods and

of Korean noodles, naengmyeon,

steak are popular around the world, so

buckwheat noodles seasoned with 43

Korean Style

Suwon Galbi (Gyeonggi-Do Province)

A Cornucopia of Taste in Local Specialties

Suwon’s marinated galbi short ribs are a local specialty that can be enjoyed anywhere in the world. As Gyeonggi-do Province’s most famous dish, this rich, meaty meal has a universal appeal, almost like barbecue. Suwon galbi is said to have originated at a restaurant called Hwachunok, which opened in Suwon in the 1940s. The galbi served there, marinated in sesame oil, garlic, scallions and Asian pear, then charcoal-broiled over a low flame, quickly gained popularity due in part, perhaps, to the fact that at the time Suwon was home to the largest cattle market in the country. It’s served with an assortment of different vegetables.

Geographically speaking, Korea is a small country. But that doesn’t mean it lacks great, diverse food and flavors. Get ready for a journey around this small but culturally rich nation in search of local food that best represents each region. by Seo Dong-cheol | illustration by Yu Yeong-eun

Recommended Restaurant | Bonsuwon Galbi Address | 51-20 Uman-dong, Paldal-gu, Suwon-si, Gyeonggi-do For more information | call +82-(0)31-211-8434 or visit www.bonsuwon.co.kr Gyeonggi-do Travel Information | www.ethankyou.co.kr

Cheonan Byeongcheon Sundae (Chungcheongnam-do Province) The origins of Byeongcheon sundae date back to the years after the Korean War (1950-53) when a Western ham factory was established in the township of Byeongcheon. It was there that people started making sundae, a type of blood sausage, with the residual pork which had been processed to produce ham. They also began selling pork bone soup with sundae at outdoor markets. Recommended Restaurant | Cheonghwa Jip Address | 167-6 Byeongcheon-ri, Byeongcheon-myeon, Dongnam-gu, Cheonan-si, Chungcheongnam-do For more information | +82-(0)41-564-1558 Chungcheongnam-do Travel Information | tour.chungnam.net

Jeonju Bibimbap (Jeollabuk-do Province) There are numerous theories as to how bibimbap, a bowl of warm white rice topped with an egg yolk, seasoned beef, and a variety of vegetables, was first made. Some say it was a light meal served in the royal court, later introduced to the public. Another theory says farmers combined rice with certain side dishes in a bowl because they had no time to sit down and eat during the busy harvest season. Although no one is certain of bibimbap’s origin, there’s no doubt it combines a variety of tasty ingredients together in one bowl to make a nutritious meal. Recommended Restaurant | Gajok Hoegwan Address | 80, Jungang-dong 3(sam)-ga, Wansan-gu, Jeonju-si, Jeollabuk-do For more information | +82-(0)63-284-0982 or www.jeonjubibimbap.com Jeollabuk-do Travel Information | www.jeonbuk.go.kr

Gangneung Chodang Sundubu (Gangwon-do Province) Made from local soybeans and water from the East Sea, Gangneung chodang sundubu is a silken tofu soup with the savory taste of soybeans. They say the first person to ever make tofu was Heo Yeop, a government official and scholar during the Joseon era. He made his tofu by coagulating soymilk with clean seawater. Unlike conventional tofu, chodang sundubu is more watery, because it’s not curdled, with a clean, mellow aftertaste. Tofu is high in protein but low in cholesterol and saturated fat, making it a much-loved commodity by people around the world for its health benefits. Recommended Restaurant | Yetnal Chodang Sundubu Address | 334-2 Unjeong-dong, Gangneung-si, Gangwon-do For more information | +82-(0)33-6450557 or www.oldchodangdubu.co.kr Gangwon-do Travel Information | www.gang won.to

Gyeonggi-do Province features incredibly sumptuous food that is presented beautifully. Host to Korea’s royal family and nobility for centuries, the region’s cuisine has long been influenced by food from the royal court, which explains its traces of extravagance. Gangwon-do Province is the most mountainous region in the nation. Its distinguishing geographic features include the Taebaek Mountains and the East Sea. Fresh seafood and produce such as potato, corn and buckwheat are staples for many of its unique dishes. Food from the Chungcheong-do Province is clean and simple, with people there using fewer spices than in other regions. The only landlocked, northern portion of the region has an abundance of ginseng, garlic and jujubes. The southern part, which is closer to the water, carries plenty of seafood, including blue crabs and shrimp. The Jeolla-do Province, which makes use of the large amount of fertile land

Yeongdeok Snow Crab (Gyeongsangbuk-do Province) ObunjaGi ttukbaegi (Jeju Island) Obunjagi ttukbaegi is a soup consisting of obunjagi (a shellfish related to abalone) and served in an earthenware pot with mushrooms, tofu, garlic, onions and hot peppers. The dish is a local specialty of Jeju Island, Korea’s largest and a popular tourist destination. With about 70 percent of all obunjagi harvested off Jeju, it boasts an addictive chewy taste that is high in protein but low in fat, with a clean, refreshing flavor.

If you’re a fan of king crab and lobster, you’ll love the snow crab from Yeongdeok. This delicacy is also called bamboo crab because its leg joints resemble the plant. The best snow crabs are caught in the clear waters of the East Sea near Yeongdeok, as they have longer legs and chewier meat. It is high in protein, low in calories and rich in minerals, including calcium. Winter and early spring are the best times of year for snow crab, usually steamed or boiled in soups.

Recommended Restaurant | Sambo Restaurant Address | 319-8 Cheonji-dong, Seogwipo-si, Jeju-do For more information | +82-(0)64-762-3620 Jeju-do Travel Information | www.jeju.go.kr

Recommended Restaurant | Sanho Snow Crab Town Address | 305 Ganggu-ri, Yeongdeok-gun, Gyeongsangbuk-do For more information | +82-(0)54-733-4023 or www.sanhocrab.com Gyeongsangbuk-do Travel Information | www.gbtour.net

within its borders and the southwestern coast, has myriad local crops and seafood to create a range of dishes. While the Gyeongsang-do Province is also blessed with both fertile land and a rich coastal region, its cuisine is relatively simple, with many of its dishes being saltier and spicier than those from other areas. Finally, Jeju Island, the outcrop located off the southern tip of the Korean peninsula, is a seafood lover’s paradise. 45

Ko H ar n eSa tny lSet y l e

Makgeolli is a traditional alcoholic beverage

alcoholic beverages like soju (a local grog)

balanced ingredients, it boasts a flavor that

in Korea, much like wine in France or sake in

and wine. The sediment, which gives it a

goes well with the rice wine.

Japan. It is made by fermenting a mixture of

milky, off-white color, is rich in nutrients

boiled rice and water with yeast.

such as lactobacilli, protein, amino acids and

specialty of the Jeolla-do Province called

vitamins. Interestingly, makgeolli’s popularity

hongeo-samhap, a three-layered dish

become more popular in Korea than other

extends beyond the borders of Korea. In

consisting of cooled fermented thornback

types of rice wine. For one, it has been loved

Japan, large department stores like

ray (or skate), steamed pork and well

across the country since the Goryeo Dynasty

Takashimaya sell makgeolli and idong

fermented kimchi. The thornback has a

that began in the 10th century. In its

makgeolli, makgeolli cocktails, as well as

unique burning taste from ammonia, though

unfiltered form and served with its natural

other fusion varieties.

it becomes milder when eaten with pork and

There are several reasons makgeolli has

kimchi. In addition, sashimi chomuchim,

sediment after being stirred, it was not just an alcoholic beverage but a filling

The Best Ways to Drink

made with fresh fish, spiced with vinegar and

refreshment. Originally popular with farmers,

Makgeolli William Lawton Cromwell, an

hot pepper bean paste, is paired with the

it earned the nickname nongju, or “farmers’

American from Connecticut who has been

beverage. Kim Ok-sim, the owner of a bar

liquor.”

living in Seoul for a year and half, loves

named Gounnim in Seoul says it is the best

A popular drink for years, makgeolli

makgeolli. “I like it because it’s lighter than

side dish, claiming “Its sweet and sour taste

eventually fell out of favor with people

other drinks [tequila, rum or whiskey], and

goes well with makgeolli.”

during the Japanese colonial era (1910-

goes down easy,” he says. “It smells fresh and

1945). Because of food shortages, there was

its fruity taste makes it feel like I’m drinking

for a while. Even the Ministry for Food,

not enough rice to eat, let alone enough to

a fruit wine.”

Agriculture, Forestry and Fisheries

produce alcohol. As a result, the government

Makgeolli: A TRADITIONAL drink that tickles modern tastebuds

Another good accompaniment is a

Along with its popularity, side dishes that

The makgeolli craze is sure to be around

announced last year it would give full

restricted the making of rice wine and the

are well-matched with the drink are turning

support by subsidizing companies that make

once ubiquitous makgeolli seemed to fade

heads, too. From time immemorial a

makgeolli with freshly harvested rice. The

into history. But as rice production increased,

countless number of dishes have competed

popular drink was even served during a

people started to miss the traditional drink,

with each other, vying for the title of the

“Korea Night” event at the Davos World

and it began its return to the spotlight.

best side dish complement to makgeolli.

Economic Forum in Switzerland. Koreans

Today, the most popular — and affordable

have long appreciated makgeolli for its taste

being are at the forefront of many people’s

— is probably pajeon, especially Dongnae-

and health benefits. Will it, however, be able

minds, makgeolli is the perfect fit. Usually

pajeon, a Korean “pancake” from Busan that

to gain popularity overseas? It will certainly

around 6.5 percent alcohol by volume, it’s

is made of dough with spring onions,

be interesting to see how makgeolli fares

lighter in alcohol content than other

seafood and eggs. With its melange of

globally in 2010.

Today, in a world where health and well-

For William Lawton Cromwell, left, who enjoys a few drinks with friends after work, makgeolli is no longer a foreign drink for him (opposite). There are more than a hundread kinds of makgeolli in Korea (below). Makgeolli matches with many side dishes, like hongeo-samhap (right).

The world of alcohol is governed by trends. These days, the most popular drink in Korea is definitely makgeolli, a traditional Korean rice wine. Last year, in fact, 889 patents related to makgeolli were applied for, a 32 percent increase from 2008. Each region of Korea has countless varieties, which has led to the rise in use of terms such as “makgeolli bar” and “makgeolli nouveau.” Let’s take a closer look at the appeal of the alcoholic beverage that’s changing Korea’s drinking culture. by Oh Kyong-yon | photographs by Kim Nam-heon 46

Korean Style

The Present and future of

Hangeul

Gwanghwamun, located in Sejongno, Seoul, was the main gate for Gyeongbokgung Palace in the Joseon Dynasty, and is an important landmark of the Republic of Korea. Bronze statues of two of the countryâ&#x20AC;&#x2122;s most influential leaders grace Gwanghwamun Plaza and represent some of the greatest achievements in Korean history. Sejong the Great, who invented the Korean alphabet, and Yi Sun-sin, a famous Korean naval commander in the Joseon Dynasty, both left indelible marks on Koreaâ&#x20AC;&#x2122;s history. by Song Jeong-ran | photographs by Kim Nam-heon

A bronze statue of Sejong the Great, who invented the Korean alphabet, Hangeul , graces downtown Seoul's Gwanghwamun Plaza.

Korean Style

accurately express any sound that can

recordable system ethnic minorities

be made by the human voice. Sejong the

without one of their own. Many

Great is the Leonardo da Vinci of Korea

linguists have chosen Hangeul as the

with the depth and variety of natural

most suitable alphabet for this cause. It

talents.” Jared Diamond, who has

has also been selected as the official

researched the evolution of alphabets

alphabet by the Cia Cia tribe of Buton

and a professor for the University of

Island, Indonesia. Other tribes,

California’s medical division, says,

including the Lahu tribe of Thailand,

“Letters are made by combining

Lhoba, Ewenki and Lowchen tribes of

Hangeul’s 10 vowels and 14 consonants,

China, Chepang tribe of Nepal, and

and is therefore easy to learn. With 24

Badjao tribe of the Philippines, are

vowels and consonants, more than

considering to adopt Hangeul as their

11,000 different sounds can be

official alphabet as well.

expressed, more sounds than any other alphabet in the world.” The convenient and easily learned

Hangeul, which is a phonetic alphabet that has a systematic connectivity between sound and letter,

characteristics of Hangeul have made A sculpture of Hunminjeongeum is on display in King Sejong Memorial Hall in Seoul (above). An international student paints Hangeul characters at the 1st Foreigners' Writing Brush Competition in Seoul in September (below).

the system popular among ethnic

he 6.2 meter bronze statue of

learn system contributes to low the

Sejong the Great was erected last

illiteracy rate in Korea. According to a

year, on the 563 anniversary of the

Human Development Index (HDI)

proclamation of Hangeul, or the Korean

report released by the United Nations

alphabet, an achievement incomparable

Development Programme (UNDP) in

to any other. An underground

2008 and 2009, Korea’s adult literacy

exhibition hall containing artifacts

rate was at an astonishing 99 percent.

related to Hangeul was built under the

minorities lacking their own native alphabet. There are a total of 6,809 spoken languages in the world, of which 6,600 do not have their own alphabet. In 2001, UNESCO established the Initiative Babel to supply a

Hangeul education is one of the several services provided to foreign workers at Incheon's Migrant Workers' Center (above). Foreign participants of the World Korean Educator Conference in August, held at the Kongju National University in Gongju, proudly display their Korean textbooks (below).

Sejong the Great’s invention of the

plaza nearby his figure. The king’s

Hangeul alphabet helped Koreans

invention of the alphabet system for his

develop an excellent command of their

people is an important accomplishment

own language, and in memory of this

in Korean history.

great achievement the Korean government designated October 9 as

Sejong the Great: Linguist for

“Hangeul Proclamation Day.”

the People Sejong the Great’s love

Furthermore, the Korean government

for his people was the driving force

established the “UNESCO King Sejong

behind his desire to create an alphabet.

Literacy Prize” in 1989, which is

For many years, Korea used Chinese

awarded to organizations and

characters to record documents, but due

individuals who contributed in

to differences in pronunciation and

lowering the illiteracy rate.

grammar, learning to read became a time consuming and exclusive privilege

arbitrary evaluation within Korea.

for the upper classes.

Nobel Laureate and Pulitzer Prize

After the promulgation of Hangeul,

The superiority of Hangeul is not an

winner Pearl S Buck states in the

most of the Korean people, including

introduction of her novel The Living

women, were able to learn the alphabet,

Reed (1963): “Hangeul is the world’s

making it the official lettering system of

best and easiest alphabet. A

Korea. Today, the concise and easy-to-

combination of 24 components can 51

Korean Style

can be used to write many of the

an instrument of communication and create

foreign education every year, and a

world’s languages. These characteristics

economic value. The Korean language holds

large number of students are coming to

of Hangeul show that King Sejong, a

relative importance among the languages of

Korea for educational purposes.

great linguist and ruler, founded the

the world. The market competitiveness of

Universities in Seoul and other large

idea that his people should know how

Korean is quickly strengthening as the

cities have more than 2,000 international

to read on humanism.

number of people interested in learning

students from various countries,

Korean increases. The second- and third-

including China, Japan, Hong Kong,

Hangeul’s future It is estimated

generation children of the 7 million Korean

Mongolia, Cambodia and Bangladesh.

that a total of 70 million people on the

residents living in 169 countries worldwide

Some study in Korea as exchange

Korean peninsula and 77 million people

are important customers. Additionally, with

students, some attend Korean

worldwide use the Korean language.

the increase of Korean companies abroad,

universities, and others learn Korean

Korean is ranked 13 in the world in

many international employees are also

culture and language from the influence

respect to the total number of people

interested in learning Korean. The Hallyu or

of the Korean wave. Students wishing

using the language, but is estimated to

the Korean wave that started in the 1990s

to attend a Korean university must

be between 9th and 11th in regard to the

has also increased interest in learning the

pass the class IV TOPIK (Test of

language’s influence around the world.

language.

Proficiency in Korean) exam

In 2007, the World Intellectual Property

Foreign workers have been an

which requires a year to a year-

Organization (WIPO) designated

integral part of the Korean economy’s

and-a-half of studying the Korean

Hangeul as the 9 language of

rapid growth by fulfilling the needs of

language.

publication.

the workforce. These foreign workers

Hangeul’s current status can be seen

Universities

are required to pass an “Employment

in 54 countries

through numerous statistics. From 1920

Permit Korean Exam” before they may

have Korean

to 2010, a total of 125 different

begin working in Korea. Currently, this

dictionaries have been published in

exam is being held in China, Mongolia,

Korean, and a total of 510,000 words are

Vietnam, the Philippines, Pakistan and

currently listed in the “Standard Korean

Sri Lanka. 40,000 people took the exam

Language Dictionary” published by the

in Indonesia last year and

National Institute of the Korean

another 40,000 took the

Language. There are 2,177 institutions

exam in Nepal.

around the world teaching Korean to

The Republic of Korea's Pavilion at the Shanghai World Expo in China was inspired by the aesthetic forms of Hangeul .

There are 25,000

some 250,000 students. A total of 3,400

students

textbooks for foreign learners have been

leaving

published worldwide. There are 628

Korea for

elementary, junior high, and high schools in 15 countries that have chosen Korean as a second foreign language, and 642 universities in 54 countries have majors in Korean or offer Korean language courses. Today, languages are used as

Korean Style

departments. China alone has around 70

policies is the “King Sejong Institute

forming the grounds for creating new

designs in a Paris fashion show, which

universities with Korean majors, and

Joint Brand Business.” The program will

and unique imagery for aesthetic

received praise from local media and

Peking University has established a

evaluate 2,000 Korean education

purposes. Book designer Jung Byung-

buyers alike.

Korean department. In Vietnam, Hanoi

institutions and certify 350 of them with

gyu says that Hangeul inherently

University, Ho Chi Minh City

the national title of “King Sejong

carries fundamentals for the creation of

that encompasses the Korean people’s

University and University of Foreign

Institute” by 2015. Additionally, 150

Korean culture and the principles of

culture, history, and tradition in a

Languages all have Korean departments

King Sejong Institutes will open for

typography design. The consonants

concise form. The lettering system

as well. The graduates are employed by

those regions with high demand for

contain the basic elements of shapes,

boasts of linguistic, aesthetic,

local Korean companies who pay high

Korean language education that lack

including triangles, squares and circles.

philosophical and scientific

wages, heightening the competition for

resources. A standardized curriculum

The vowels act as coordinates for

qualifications for a highly developed

these majors.

and textbooks will be developed and

formative change with vertical and

21st century, information-based society.

supplied to systematically operate these

horizontal lines. Hangeul also

These characteristics provide a strong

Sports and Tourism held a “World

Korean educational institutes,

encompasses architectural

indication that Hangeul has the

Korean Educator Conference,”

ultimately increasing Korea’s national

characteristics with its layering of initial

potential to grow into the country’s

arranging a chance for Korean

competitiveness.

consonant, medial vowel and final

representative cultural icon for the 21st

consonant.

century.

Last year, the Ministry of Culture,

educators worldwide to assemble. What surprised people in the first meeting

The Globalization of Hangeul

was discovering Korean schools located

The two paradigms leading the 21

been the muse for conceptual design in

in countries unfamiliar to Korean

century are universal communications

typography since the 1970s, and

people. Many were surprised to hear of

and cultural content. An environment of

numerous fonts continue to be

the interest in Korean in countries like

constant communication is taking shape

developed today. Individual fonts using

Belarus, the United Arab Emirates,

in this highly advanced digital era, and

calligraphy are used in product designs.

Azerbaijan and Tajikistan.

Hangeul is viewed as one of the most

Fashion designer Lie Sang Bong used

appropriate alphabets for these ever-

Hangeul characters as a motif for his

Widespread interest of the Korean A model wears a Hangeul-patterned outfit designed by Lie Sang Bong for the fashion runway, on the occaston of the 20th anniversary of Korea-Russia diplomatic relations in Moscow (above). UN Peacekeeping Korean soldiers in Lebanon play jegichagi a Korean folk game, with local students that specialize in Hangeul (below).

language worldwide has brought about a change in the interest and recognition

changing times.

Hangeul is a valuable cultural asset

Hangeul’s originality and beauty has

Foreign lecturers are receiving a Korean lesson in Ulsan in September (top). Mexican students hold a Korean folk performance, samullori , to celebrate the opening of a Hangeul school in Mexico City, in September (above). June was a significant month, as the first Hangeul school for local students opened in Chile (below).

Hangeul is composed of 24 letters,

for Hangeul. The Korean government

compared to the 26 letters in the English

has various policies and visions to

alphabet and 55 in Japanese. For cell

elevate the status of the Korean

phones, the average input speed of

language on a global scale. One of these

Korean letters is 35 percent faster than English and six to seven times faster than Japanese. Unlike Japanese and Chinese, where each letter must be found by typing the corresponding sounds in the Roman alphabet, Korean does not need any conversion and is therefore seven times more efficient than Japanese in situations involving business relations. This factor has helped increase the high rate of cell phone propagation in Korea. With the rising interest in text messaging, Hangeul typography is also becoming popular around the world. Fonts are no longer mere tools for communication, but are simultaneously

Korean Style

love for the common people. The creation of

For example, the vowels ㅏ, ㅣ, ㅗ each have

the movements and position of celestial

compassion for his countrymen.

unchanging sounds. This is in contrast to the

bodies called Honcheonui , which helped the

English system, where the vowel “a” has a

citizens with agriculture.

prior to the creation of Hangeul, the written

different sound depending on its placement

form was based in complicated hanja

within a word.

(Chinese characters). Hanja was insufficient

Originally, there were 28 characters

greatest musical achievement in Korean history, by compiling and organizing music

when first invented. The Standardized

used in ceremonies and Korean traditional

onomatopoeic and mimetic words of the

System of Hangeul in 1933 reformed the

music. But such passion came with a price,

Korean vocabulary, and because of its

alphabet, however, leaving 14 consonants

and his health deteriorated with his

complexity was accessible only to the

and 10 vowels for a total of 24 characters

achievement. Yet, even as he fought illness,

highest classes. Creating a language for the

(Consonants: ㄱ, ㄴ, ㄷ, ㄹ, ㅁ, ㅂ, ㅅ, ㅇ, ㅈ,

Sejong the Great personally checked all

common man was a revolutionary idea.

ㅊ, ㅋ, ㅌ, ㅍ, ㅎ / Vowels: ㅏ, ㅑ, ㅓ, ㅕ, ㅗ,

newly compiled works until his passing at

Expecting resistance from the elevated

ㅛ, ㅜ, ㅠ, ㅡ, ㅣ).

the age of 54 in 1450.

Hangeul in secret.

After the invention of Hangeul, Sejong

Today, Hangeul is recognized by such

the Great continued his efforts to propagate

international organization as UNESCO,

the language by making wooden block

which began awarding the “King Sejong

Sejong the Great named the new alphabet

printing letters. He wrote the first song and

Prize” in 1990 for individuals or organizations

Hunminjeongeum , or “the proper sounds for

the first work of prose written in Hangeul.

worldwide that contributed to the

When the king finished his work in 1442,

the instructin of the people.” The language

Unlike the grateful citizens who finally

eradication of illiteracy. Hangeul’s eminence

was enacted into law a mere four years later

had an alphabet that corresponded with

is a product of Sejong the Great’s character,

in 1446. The name “Hangeul” was first used

their speech, the higher social classes of

as great history and culture begins with one

in 1910 by the scholar Ju Si-gyeong and

Korea underrated Hangeul and compared it

person.

come into general use in 1948. The “han” in

to the hanja characters.

Hangeul means “one, great and proper,” or

Women who did not receive a proper

that Hangeul is a “unique and proper

Chinese education started writing letters in

alphabet.”

Hangeul. At the time, Buddhism still played

Hangeul’s greatest characteristic is that

an important role within the Joseon

it is easily learned. It is the world’s most

Dynasty’s Confucianism-based politics. The

advanced phonetic alphabet and is

Buddhist temples in Korea started translating

unparalleled in its science and creativity.

Buddhist scriptures

Consonants and vowels were created

into Hangeul, which

separately, and are combined to form

soon spread to the

syllables.

people.

The basic consonants ㄱ, ㄴ, ㅁ, ㅅ, ㅇ

Inscriptions of several Hangeul consonants are featured at the Republic of Korea Pavilion at Expo Zaragoza in Aragon, Spain (opposite). A statue of Sejong the Great, who is remembered for his many achievements, in Gwanghwamun Plaza (below).

Sejong the Great

are based on the simplified shapes made by

also had a great

Sejong the Great is perhaps the most respected leader in all Korean history. During King Sejong’s 32-year reign (1418-1450), during which Korea enjoyed a political, economic and cultural golden age. The leader most acclaimed feat was his creation of Hangeul, the Korean alphabet. And for a country that boasts one of the world’s highest literacy rates, Hangeul Proclamation Day, October 9, is worth celebrating.

On October 9, 2009, Sejongno in Gwanghwamun welcomed an

the mouth, while the remaining consonants

interest in the

addition to its already eye-catching cityscape. On Hangeul

are formed by adding extra strokes to imply

sciences and the arts.

Proclamation Day, a bronze statue of Sejong the Great was erected

stronger sounds. Vowel shapes represent the

He established the

in the heart of the capital, 563 years after he proclaimed Hangeul.

sky, earth and man, as they are the roots of

astronomy research

Eastern philosophy. The basic vowel ‘·’

institution

ascended to the throne at the age of 22. He was able to further his

represents the sky’s round shape, the vowel

Seoungwan, and

academic education due to a stable political foundation that was

‘ㅡ’ represents the flat earth, and the vowel

together with

achieved by his father, King Taejong. Though Sejong the Great is

‘ㅣ’ represents a standing man. All of the

scientist Jang Yeong-

considered one of the most exceptional kings of the Joseon Dynasty

other vowels are made by combining these

sil invented the water

by Lee Se-mi ng Jeong-r

for his achievements, what separated the leader from others was his

three basic shapes.

clock Jagyeokru , the

The king was also responsible for the

when describing and recording the

classes, Sejong the Great began his work on

The fourth king of the Joseon Dynasty, Sejong the Great

sundial Angbuilgu , and a device to observe

Hangeul began with his benevolence and Although the Korean language existed

Sejong the Great: A Leader of Language and man of the people

Hangeul is an alphabet of fixed sounds.

Korean Style

The adoption of the Korean lettering system

system for the Cia-Cia

by the Indonesian Cia-Cia tribe set a

language.

precedent for Hangeul. It was the first time the Korean alphabet was adopted outside

classes, the students in

the peninsula for official use, and expected

Bau-Bau City could write

to be adopted by others.

their names in Hangeul.

The Cia-Cia, with a population of 80,000,

to nearby schools, and

Sulawesi, Indonesia. The island has a total

local road signs are now

population of 500,000, consisting of 10

written in both Hangeul

different ethnic minority tribes, including the

and the Roman alphabet.

Java and Sunda.

There are plans to publish

Hunminjeongeum Society of Korea traveled to Bau-Bau City on the island and proposed

folktales in Hangeul. Since the 1980s, the Indonesian government

official alphabet. The two signed an MOU on

has felt the need to

the promulgation of Hangeul on July 21,

preserve cultural assets

2009. Almost immediately, the

that were in danger of

Hunminjeongeum Society began teaching

extinction, including the

Hangeul and printed textbooks, handing

ethnic minority

them out to 40 elementary students in the

languages that have

Sorawolio district that neighbors the Cia-Cia.

been dying out with the

The textbook, Bahasa Cia-Cia 1,

widespread use of a

comprises basic writing, speaking and

standard language. Ethnic minority

reading sections. Students write the Cia-Cia

languages in the region have been reduced

language phonetically in Hangeul. The

from around 30 languages to 10.

alphabet taught to the Cia-Cia tribe consists

Many ethnic tribes in the Buton Island

of the same consonants as in Korea, but only

region are preserving their native languages

five vowels are used. Additionally, due to the

through foreign alphabets. The Olio tribe has

characteristics of Cia-Cia pronunciation, the

adopted the Arabic system, while others are

letter “ㅸ” was reformed from the original

showing interest in Hangeul.

since the 15 century. th

history books and

the adoption of Hangeul as the tribe’s

system, though it has not been used in Korea

For centuries, Indonesia’s Cia-Cia tribe has preserved its native spoken language without an alphabet. But now in danger of losing its history through a lack of written records, a search for preservation caught the attention of a Korean organization, which proposed the adoption of Hangeul, the Korean alphabet. With the Indonesian government’s official approval for the adoption of Hangeul and a new curriculum for local schools on the rise, the Cia-Cia tribe is now on the road to preserving its native tongue, one letter at a time. by Lee Se-mi

The curriculum expanded

is the largest tribe on Buton Island in

After learning of the tribe’s situation, the

Indonesia's Cia-Cia language preserved by adoption of Korean Alphabet, Hangeul

After two months of

Since the adoption of Hangeul, road signs are now written in Hangeul in Bau-Bau City, Indonesia (opposite above). Abidin, left, is the Cia-Cia tribe's first local teacher for both Hangeul and Korean, and has given lectures in elementary and high schools since July 2009 (opposite below). Cia-Cia tribes people attend a Korean lesson in Seoul on an invitation from the Ministry of Gender Equality and Family in July (top). Cia-Cia natives receive taekwondo lessons from Korean volunteers in July (above).

An educational Korean Center is currently being constructed in Bau-Bau City,

Bahasa Cia-Cia 1 was co-written by

and consists of a library, computer room and

Hunminjeongeum Society. “We are also

professors Lee Ho-yeong and Hwang Hyo-

cultural space. The center is planning to hold

attempting to hold Hangeul teacher training

seong, and Abidin, an English teacher in Bau-

training programs to supplement the

programs in the region.”

Bau City and the son of a former tribal

shortage of instructors in the area. There are

leader. The textbook contains the history,

10 elementary schools, nine junior high

establish a string of Korean propagation

culture, society, traditions, and fables of the

schools, and six high schools in the city, and

institutions called “King Sejong Institutes,”

Cia-Cia tribe.

only two certified teachers of Hangeul:

hoping to expand to 500 establishments

Korean professor Jang Duk-young dispatched

worldwide. Hangeul has taken its first step in

by the Hunminjeongeum Society and Abidin.

becoming one of the world’s foremost

Abidin, the only native teacher in BauBau City, traveled to Korea to study the Korean language at Seoul National

“Next year we are planning to upgrade

University for six months. During the time,

the Hangeul alphabet teaching

he researched and adapted the alphabet

program,”said Won Sung-muk of the

The Korean government plans to

alphabets.

Korean Style

Hanok, or traditional Korean houses, are a place where you can forget all of the stresses of the modern world. Designed to withstand the forces of the Korean climate, Hanok are built with natural elements such as trees, soil, stone and paper. The house offers visitors a chance to learn about Korean history and culture while reconnecting with Mother Nature. by Chung Dong-muk | photographs by Kim Nam-heon

Traditional houses in Hahoe Folk Village

Korean Style

theory, such an area was called

were both from the village. Thanks to

says Ryu Se-ho, owner of

“yeonhwabusu,” meaning “a lotus

the success of the Ryu family, the village

Hwagyeongdang in Hahoe Village. “But

floating on water.” In ancient Korea,

thrived and tile-roofed homes, which

there are traces of our forefathers in all

people took account of such theories

were traditionally reserved for the

corners of the house. I can’t just ignore

when deciding where to build a village

aristocracy, started to appear in Hahoe.

them. I do this out of a sense of duty.”

or house. If a location harmonized with

Today, 162 traditional Hanok houses

the forces of nature, its residents would

with roof tiles remain standing. There

Korea’s best-known Hanok, can feel the

be brought good luck. A house built in a

are also 211 straw-roofed houses,

structure’s long history. Ryu Sa-chun,

manner contrary to those forces would

traditional homes for commoners.

one of Ryu Se-ho’s ancestors, built

Visitors to Hwagyeongdang, one of

meet with disaster. Hahoe Village is

Aside from Hanok, the village is also

home to many tile-roofed Hanok, or

home to 11 wooden masks designated as

his great grandson Ryu Do-seong

traditional Korean houses, because it

the National Treasure No. 121. The

constructed additional buildings to

was a favorable area according to feng

masks are used in the Hahoe byeolsingut

complete it as the home of the nobility.

shui theory.

tallori, or Hahoe Mask Dance Drama.

Hwagyeongdang is now the largest in

The Korean government designated the

town and is listed by the government as

a protective home In 1392, when

entire village as one of the most

No. 84 among important folk materials.

the Joseon Dynasty was founded, state

important folk heritage treasures in 1984.

official Ryu Jong-hye chose Hahoe as the

Last year, UNESCO listed the village as

home for the Ryu clan of Pungsan.

a World Heritage Site, putting Hahoe in

Brothers Ryu Un-ryong (1539~1601), a

the global spotlight.

renowned Confucian scholar, and Ryu Seong-ryong (1542~1607), a prime

“It’s not easy to preserve and maintain such a huge tile-roofed house,”

Hwagyeongdang in 1797. Then in 1862,

A trip to Hahoe Village is not Korean traditional bedding is kept neat and tidy in the room of a Hanok (above). Hwagyeongdang’s spacious daecheong , or the main floor room, maintains cool temperatures during the summer thanks to the scientific flow of air (below).

complete without a visit to Yangjindang and Chunghyodang Hanok as well. Yangjindang is the home of the head family of the Pungsan Ryu clan. And it was built by Ryu Jong-hye in the 15th

minister who helped the dynasty overcome the Japanese invasion in 1592,

Jangdok , porcelain pots used to store Korean fermented sauces such as doenjang (soybean paste) in the front yard of a Hanok (left). White rubber shoes are placed in front of a traditional Hanok door (below).

tarting at Hwangji Pond in Taebaek,

of Korean heritage: Hahoe Folk Village

the Nakdonggang River winds some

in Andong, Gyeongsangbuk-do

500km through southeastern part of Korea before flowing into the South Sea.

Province. Hahoe is a compound Korean word

It is the country’s longest river, and has

meaning “the water takes a

been flowing through the peninsula for

roundabout.” The river literally winds

thousands of years. Sitting along this

around the village in an “S” shaped

natural jewel is another important piece

bend. In topography-based divination

Korean Style

century and inherited by his eldest

outside, she would ride in a closed

grandson, Ryu Un-ryong.

palanquin carried by four people. If she

Chunghyodang was home to Prime

wanted to walk, she had to wear a long

Minister Ryu Seong-ryong, and Ryu

hood that covered her entire body. The

Un-ryong’s younger brother inherited

Korean word during this period to

the home.

describe women literally meant a person

The anchae (women’s quarters) and

who spends their time inside the house.

sarangchae (men’s quarters) are shaped

Men, on the other hand, were free to

like squares, typical of houses in the

come and go as they pleased.

southeastern part of the country. The quarters are parallel to each other and

The Beauty of Natural Science

connected by a pair of rooms on either

Hanok employ the laws of natural

side. Shutting the inner door to the

science to circulate the air. When you

sarangchae ensured the privacy of

visit a Hanok like Hwagyeongdang, you

women. During the Joseon Dynasty

will notice that trees and flowers are

women from the noble class were not

planted in the rear garden as opposed to

allowed to be seen by strangers. When

the front yard. This allows the house to

the wife of an aristocrat traveled

keep cool during the summer and warm during the winter. Most aristocratic Part of the magnetism of Hanok is chagyeong , which means borrowing scenery (above). There is a shapely old pine tree in the back yard of Hwagyeongdang (left). Ryu Se-ho, owner of the Hwagyeongdang in Hahoe Folk Village, says it is important to preserve Hanok (below).

Hanok have a wooden-floored hall, or daecheong, in the middle of the anchae that serves as the living room. The front side of the daecheong is wide open

temperature regulator, flowers and trees

while doors shut off the backside. When

in the backyard serve as a private

the sun beats down on the barren front

garden. The aesthetic theory chagyeong,

yard, the temperature rises. The heated

which means “borrowing scenery,”

air rises and leaves the front yard in a

helped shape Hanok gardens. While

vacuum. But in the back yard, plants

many Western houses have solid walls,

wonderful examples of chagyeong at the

and trees absorb the heat, making the air

Korean Hanok have columns connected

Mandaeru Pavilion of the Byeongsan

a bit cooler. Such cool air travels

by a series of windows and doors. These

Seowon. Located near Hwasan

through the wide-open

openings serve as frames for the outside

Mountain on the east side of Hahoe, the

daecheong and reaches

world. If you open one door, you might

Byeongsan Seowon is a memorial for the

the front yard. This

see a small stream flowing across the

scholarly achievements of Ryu Seong-

creates a natural

yard. If you open another door, you

ryong. Sitting on the second floor of the

circulation of air. In the

might see the flowers and trees in full

broad Mandaeru Pavilion, you can see

summer, you can open

bloom. Instead of hanging paintings on

the Nakdonggang River flow by a

the doors to the

their walls, Koreans would open their

picturesque mountain. Along the river

daecheong and enjoy the

windows or doors and “borrow” the

spreads a white sand beach that

cool breeze that flows

scenery right outside their house.

glimmers in the sunlight. Wild geese

through the house. In the

house, but the placement of trees and flowers and the location of the surrounding landscapes, be it mountains or rivers. Visitors to Hahoe Village can see

pass their time on the beach. If you

winter, warm air will

doors and windows throughout the

come at dusk, the orange-colored

stay in the house with

house so inhabitants can view their

twilight covers the river like something

the daecheong’s back

garden from different angles at different

from a gorgeous landscape painting.

doors closed.

times of the day and in different

In addition to their practical use as a 64

Hanok designers try to make small

A view of the fascinating exterior characteristics of Byeongsan Seowon from the floor of the Mandaeru Pavilion (above). Traditional Korean utensils are displayed in a Hanok kitchen (below).

Ryu Se-ho, the owner of

seasons. The designers had to take into

Hwagyeongdang, decided to open up

consideration not only the shape of the

his Hanok to visitors four years ago. He 65

Korean Style

some of the old facilities of Hanok have

and Hanok Village in Damyang,

been upgraded. For instance, many

Jeollanam-do Province.

Hanok owners have installed flushing

American Peter E. Bartholomew —

toilets, standing basins and shower

who has lived in a Hanok in

stalls. To help facilitate these

Dongseomun-dong, Seoul, for nearly 40

improvements, the Cultural Heritage

years — will attest to the joys of living

Administration is preparing a manual

slowly in a Hanok.

for the renovation and repair of Hanok.

“I love that I can spend time with

Since many old homes are registered as

myself here on the daecheong, sipping

cultural heritage, the government wants

tea and looking out at the garden,”

to ensure that the historical attributes of

Bartholomew says. “I am convinced that

Hanok are preserved, as homeowners

Hanok is the world’s greatest form of

make the houses more comfortable for

architecture, with its scientific design

visitors.

that also embraces human emotions.”

The movement to preserve Hanok comes after a century of disregard for the traditional homes. Following the says that he wanted to share the great science and spectacular beauty of Hanok with people from around the world. “Hanok can only be preserved when people live there,” he says. “You have to

Omokdae is where Yi Seong-gye threw a party to celebrate victory of a Hwangsandaecheop battle in the 14th century (above left). A craftsman makes Hanji (above right). Souvenirs can be purchased at Jeonju Hanok Village (below).

light up the fireplace in the kitchen and

and owner of Sungyojang in

Joseon Dynasty, Korea was annexed by

Gangneung, Gangwon-do Province.

Japan in 1910 and remained under

“But we could only preserve the homes

colonial rule until 1945. The five years

by having people see them. Bringing in

following the liberation were marked by

guests is what I needed to do, too.”

chaotic ideological conflicts. Then, the

Sungyojang is a 310-year-old house

Korean War from 1950 to 1953

heat up the house made up of trees, clay

where 10 generations have lived, and

demolished what little was left on the

and stone to breathe life into it. If I

it’s one of Korea’s most famous Hanok.

peninsula. Over some 50 years in the

wanted to bring in guests, I thought I

In 2000, Sungyojang was ranked the top

post-war era, Koreans had to constantly

might as well do it right and present the

Hanok in the country. The Gwandong

try to make ends meet and had little

true beauty of Hanok and great taste

region, or the eastern part of Korea, lies

interest in investing in the preservation

that you can enjoy there.”

next to the dark blue East Sea and is

of cultural heritage. Koreans’

known for it beautiful scenery. Scholars

enthusiasm for accepting Western

Thanks to Ryu’s efforts, those who

in the Joseon Dynasty with refined

culture led to a materialism that valued

delicacies of a traditional Korean house.

artistic tastes always made Sungyojang

the new and shiny over the old and

They can stay warm on the ondol floor

a stop during their travels through the

traditional.

and sleep in the same type of beds and

Gwandong area.

stay at Hwagyeongdang get to enjoy

eat out of the same brass utensils used

“The reason there are many annexes

been formally registered by the Ministry of Culture, Sports and Tourism as a business and is growing in popularity nationwide. The Association for

Koreans had reached a comfortable

to Hanok, such as haengrangchae,

income level and some began to

sarangchae and byeoldang, is to

question their harried lifestyle. They

helped open such homes to tourists

encourage whoever was passing through

adopted “live slowly” as their mantra,

from Korea and around the world,

to stop by and stay overnight,” Lee says.

and took an interest in Hanok and other

teaching visitors about Korean culture

“It was never a house only for the owner.

traditional elements.

and heritage.

But in modern times, it has lost its

by noblemen of the past. Hanok REVIVAL Hanok tourism has

It wasn’t until the 21st century that

“Many of our member homes are

What does “live slowly” mean?

meaning and we’ve lost our heart. And

Perhaps it’s no different than living as

Proprietors of Korean Culture Houses

national or local cultural heritage, and

to turn back time and revive that original

mankind should. That is, living trying to

has played a leading role in the industry.

in the past, we were always trying to

meaning, Sungyojang will stay open to

coexist with nature; minimizing material

Its members include 380 proprietors of

stay out of them for protection,” says

everyone from around the world.”

goods that cater only to our

ancient houses across the nation. It has

Lee Gang-baek, head of the association

To accommodate modern visitors,

convenience, such as cars; and trying to

An elegant seat is awaiting visitors of a Hanok (above). Hakindang is one of the most famous Hanok in Jeonju Hanok Village (right). Hakindang, built in the 20th century, is a cultural icon showing traditional and modern architecture in one building (right below).

be thankful and satisfied with life each and every day. But living slowly in this fast-paced world is difficult. We know that the exhaust from vehicles speeds up global warming, but we still pick up our car keys for even short trips. It’s quite meaningful that places that value slow living such as Hahoe Village in Andong and Yangdong Village in Gyeongju have been registered as UNESCO World Heritage sites. Another international organization, the Cittaslow movement, has designated several Korean villages as “slow cities.” In Korea, you can experience the slow life in seven places, including Hanok Village in Jeonju, Jeollabuk-do Province, 67

Korean Style

The Meaningful Life of a Guardian of Hanok

uprooted. Inside the courtyard of Bartholomew’s house is a ginkgo tree that he planted about 20 years ago and that now stands a good 15m high. When the typhoon hit his neighborhood, he was smoking a cigarette on the main floor of his home, watching to see if his tree would be uprooted by the strong wind. But something incredible happened. While the tree was

Peter E. Bartholomew is an American expatriate who has lived in Hanok for 38 years. He believes the Hanok is a piece of art that combines philosophy, visual aesthetics and science. Bartholomew says he has studied architecture from around the world and is convinced Hanok boasts some of the world’s greatest design elements.

getting whipped into all directions, the smoke from his cigarette was shooting straight up. “My god, that just had to be science,” Bartholomew says. “There’s absolutely no wind protector between the main floor and the courtyard, but the wind was blowing hard out there and not here.

It’s a Korean traditional house, or Hanok, in Dongseomun-dong in Seoul, the nation’s

Isn’t that amazing?” The unique structure of Hanok is to

capital and by far Korea’s busiest city. Peter

thank for the strange wind patterns.

E. Bartholomew, the American owner of this

Bartholomew’s house takes the shape of an

house, is seated at the table in the main hall,

inverted “L.” Most Korean houses face south,

teacher at a middle school in Gangneung, he

bulldozed and replaced with towering

sipping coffee and soaking in the arrival of

and Bartholomew’s house had its back on

discovered the Hanok Sungyojang, one of the

apartment buildings. Bartholomew says

the new season. Bartholomew is all smiles.

the north side and turned slightly to the

most famous Hanok in eastern Korea. He had

there’s something wrong with that picture.

west. The house was designed to keep the

been interested in ancient architecture since

The growing population obviously means a

“When I work outside, I am constantly

wind out. The typhoon was blowing in from

grade school, and for Bartholomew,

rising demand for housing, but new

stressed out. But when I smell this fresh

the west at the time, and the wall on the

Sungyojang was a museum. After he visited

apartments should be built outside Seoul, he

spring air at home, it all goes away. This

western side of his house blocked it all out.

the place four or five times to study it, an old

argues. He thinks there is no need to take

house is like a purifier for me.”

The eaves of the house also minimized the

landlady told him to just move in.

down the Hanok, important cultural and

strength of the wind.

Bartholomew went on to live there for about

historic icons. Bartholomew says that

“This is why I love Hanok,” he says.

Bartholomew is known in Korea as a guardian of Hanok. He has attended a series

As Bartholomew discovered, the Hanok is

five years and fell in love with the house. It

Koreans treasure the landscape paintings of

of seminars and debates on Hanok and has

designed with the Korean climate in mind.

was during this time that he decided to settle

Kim Hong-do and Goryeo celadon, but

been featured in the press, too. Korean

The specific length of the house’s eaves

down in Korea. Bartholomew found a job at a

Hanok, something that captures people’s

people have also taken a liking to this blue-

keeps the sun out during dog days of

shipping company and moved to Seoul, but

everyday lives, seems like its fading away.

eyed man who extols virtues of the

summer and yet helps bring the warm

he could not forget Sungyojang. In 1974, he

“You rarely see a country like this anywhere,”

traditional form of Korean residence. It’s a

sunlight in over the main floor during winter.

moved to the Hanok of Dongseomun-dong,

Bartholomew says, welling up. “When I first

great irony that most Koreans actually prefer

The artistic frame of the paper sliding door is

where he lives to this day.

came to Seoul, there were about 800,000

Western-style housing, such as apartments,

covered in changhoji (traditional paper of

Living in a Hanok can be a bit more

while Westerners like Bartholomew loves

mulberry bark) to ensure air circulation. In

taxing on your body than a Western-style

Hanok. But if you hear him talk about the

the winter, the traditional floor heating

apartment, since the floor constantly needs

Bartholomew calls Hanok a complete

science of Hanok, even the most skeptical

system, ondol, keeps the house at a

sweeping. But Bartholomew loves his house

work of art that intertwines literature and

Korean would be impressed. Here’s one story.

comfortable temperature.

because it is in touch with the slower way

visual aesthetics with philosophy and

Koreans used to live.

science. Perhaps it’s time for Koreans to take

Last summer, Korea was hit by a

Peter E. Bartholomew has lived in Hanok for 38 years and praises its unique structure (above). A room of Bartholomew’s Hanok showcases a typical and classic interior (opposite).

monstrous typhoon. It came in through

Finding a place for Hanok in

Incheon on the west coast, swept through

Hanok in the city alone. But today it’s just left fewer than 7,000.”

Bartholomew also had a few choice

another look at Hanok and rediscover the

modern Seoul Bartholomew first

words for Korea’s policy on Hanok and on

virtues that the traditional house has long

Seoul and then left off the east coast. The

came to Korea in 1968 as a member of the

construction as a whole. In the name of

provided.

wind was so blustery that large trees were

Peace Corps. While working as an English

redevelopment, traditional homes are being 69

Ko H ar n eSa tny lSet y l e

with so much to offer. Parking is also free.

The region is home to some of the best

Joseon Dynasty — registered on UNESCO’s

And street vendors are more intent on

Hanji craftsmen in the country, who use this

Memory of the World for its detailed

explaining the history of their hometown

high-quality mulberry tree pulp in their work.

recording of the dynasty’s history — is

than on selling their goods.

The quality paper has given rise to great

stored in Jeonju’s historic library is no

calligraphers, too, which in turn led to the

accident. Other Hanji-based crafts, such as

during the Joseon Dynasty. Yi Seong-gye,

development of the area’s publishing

hapjukseon, a kind of traditional fan, along

who founded the 500-year dynasty, and his

industry. The fact that the Annals of the

with pansori, a type of music performed with

Jeonju came to national prominence

ancestors were born and raised in Jeonju. The

a fan in hand, have all thrived in Jeonju for

city’s residents took great pride in the fact

similar reasons.

that their hometown was the birthplace of

Visitors to Jeonju Hanok Village should

the founder of the Joseon Dynasty, one of

be sure to check out Seunggwangjae, the

the most important figures in Korean history.

home of Yi Seok, the last living descendant

The Hanok Village stores the portrait of Yi

of the Joseon Dynasty. He was born to Prince

Seong-gye in its Gyeonggijeon Shrine, which

Imperial Ui, who was the son of Emperor

honors the Yi family.

Gojong. He was born in Sadong Palace in

The founding of Jeonju Hanok Village is

Gwanhun-dong near Jogyesa Temple in

also rooted in history. During the Joseon

Seoul. Having spent his childhood in a royal

Dynasty, Jeonju had a huge fortress and four

palace, Yi Seok is particularly passionate

gates, just as Seoul did. But during the

about Hanok.

Japanese colonial rule, three of the four gates

Traditions of the Joseon Dynasty Live On Jeonju Hanok Village became the seventh Korean area to be named a “slow city” by Cittaslow International, last year. Still palpable are the traces of Yi Seong-gye, who built the Joseon Dynasty, and Jeonju in Jeollabuk-do Province, southwest of Korea, has become the place where people are proud of Korean culture and arts.

The Hanok village in Jeonju, located in the southern province of Jeollabuk-do Province,

traditional souvenirs. “We’ve got about 20 people who provide

were removed and the Japanese started

father, Prince Ui, put me in front of him on

living where the gates once stood. So Jeonju

horseback as we ran around the front yard of

people began building Hanok to protest the

the palace,” Yi said. “The towering ridge of

Japanese occupation. Seeing the traditional

that palace was magnificent. The grand and

Korean homes nestled among Japanese and

yet elegant Hanok roof is part of my

Western buildings in what today is Pungnam-dong and Gyo-dong, the residents of Jeonju felt proud of their heritage.

Seunggwangjae is the home of the last living descendant of the Joseon Dynasty, Yi Seok (above, below). The structure of Hanok is displayed in Jeonju Hanok Village (opposite).

memories.” These days, Yi lectures visitors to Seunggwangjae on the history of Joseon and virtues of the royal culture. Yi dreams of

The Last Imperial Descendant

spending the rest of his life reproducing

Sadly, most of the Hanok in the village are

traditional royal wedding ceremonies at

now gone and only about 550 remain

palaces such as Gyeongbokgung in Seoul.

standing. The Jeonju municipal government

Last November, Jeonju became the

has a policy of preserving those remaining

seventh Korean city to be designated a “slow

Hanok, a source of pride for the residents.

city” by Cittaslow International. It’s the first

“Jeonju is a place where our basic necessities

such city with more than 50,000 in

of life and traditional culture are all vividly

population. In keeping with the new

alive,” said Song Ha-jin, mayor of Jeonju.

designation, the city also offers a slew of

“Look at our office. It can be really crazy.

“We will try to make sure Jeonju will duly

slow traditional Korean food, including

We’re trying our best to serve every single

represent Korean traditions and help

bibimbap. With so much history and culture,

visitor.”

globalize Korean culture.” Hanji, or traditional

time almost stands still in Jeonju and its

Korean paper, has helped turn Jeonju into

Hanok village. If you want to discover Korea and its traditions, don’t miss Jeonju.

is not your average rural village. On a typical

commentary on culture, and on weekends,

weekend, Koreans and foreign tourists easily

we have so many visitors that all of our

mix, to a point that it can be hard to tell if

guides are out on streets,” said Kang Chul-

for their culture and art are beyond

one of the country’s top art towns. The city’s

you’re actually in Korea. They are immersed

min of Jeonju’s municipal tourist information

imagination. For instance, there is no

clean water, which has a relatively low iron

in cultural experiences and shopping for

center, who guided us through the village.

admission fee to walk on these broad streets

content, allows mulberry trees to flourish.

“I still remember when I was a child, my

The passion and pride of Jeonju residents

Korean Style

The Beauty of Han

Korean traditional culture is gaining the spotlight on the international stage. From fashion to eco-friendly art, the six elements of Korean style â&#x20AC;&#x201D; Hanbok (dress), Hanji (mulberry paper), Hanok (house), Hansik (cuisine), Hangeul (Korean alphabet) and Hanguk eumak (music) â&#x20AC;&#x201D; are influencing minds around the world. by Lee Sun-min

Korean Style

t first glance, the dresses gracing

outfits. Instead of learning to grace the

the runway appear to be simple,

catwalk, models practiced posing

beautiful sleeveless apparel. But upon

underwater, turning gently to let light

closer inspection, the fine waistband is

flow through the sash of the skirt and

raised to just beneath the bust, a

allow the dress to move with the water.

voluminous skirt bursts with form and a

Park specifically designed her clothes to

graceful bow left dangling. The color of

look beautiful even when soaked

each look is radiant, but maintain gentle

through. International media, including

elegance and a partiality to subtle earth

the Huffington Post and fashion

tones.

magazine Nylon displayed videos and

This is Venezuelan designer Carolina

photos of the fashion show.

Herrera’s Spring 2011 collection, which

Most recently, Park invited K-Pop

appeared at the New York Fashion Week

stars to model in one of her fashion

last year. Herrera, known for her elegant

shows, using their celebrity status to

style and classic tastes, incorporated

help increase awareness and promote

elements of Hanbok, or Korean

Korea’s traditional dress. The event,

traditional dress, into her collection.

held in August at the Grand Hyatt

Blending influences from both men’s

Seoul, saw groups such as Kara appear

and women’s traditional clothing —

on the runway in unique garments. One

including gat, the traditional woven hats

of the major themes was saekdong, or

typically worn by males — the collection

multicolor strips used on the sleeves of

combines the cuts and details of Korea

jeogori, or bolero-style jacket of Hanbok,

with the feminine playfulness of 18th

which gave an energetic pop of color fit

century botanical plates. Each look flows

for the popular girl group.

seamlessly, combining two disparate cultures into a unified garment. Despite the ease with which Herrera

Not only designers, but also the Armani, Givenchy and Lanvin — to

nyeo are the most well-known of these

create Swarovski crystal-studded

designers.

Dresses from Carolina Herrera’s Spring 2011 collection at New York Fashion Week (opposite). Musicians play the gayageum , Korean traditional zither-like string instrument (above).

combines Western and Eastern elements

dresses in collaboration with six Korean

in her clothing, she discovered Hanok

designers. The dresses, which were

the elegant and sophisticated image of

only recently. A Korean seamstress in

auctioned off to support a charity, were

Hanbok, as she held the first Hanbok

fashion shows throughout Korea and

her Manhattan atelier showed her family

beautiful Hanbok that incorporated the

fashion show in the White House in

even founding the Lee Young Hee

wedding photographs featuring the foreign dress. “The hats and costumes

sparkling jewels. “The cooperation [between

Lee was a forerunner in cultivating

general public has been showing a rising interest in Hanbok. Some brides have been opting to wear Hanbok at their wedding receptions, instead of the usual Western-style evening gowns. “Hanbok seems to be a proper choice

Washington, DC, in 1983. Afterwards,

Museum of Korean Culture in New

of dress for a wedding, since I actually

she was invited to present her Hanbok

York.

don’t get to wear such a full skirt in

and details were just so fantastic, I asked

Swarovski and Korean designers] is

collections at numerous international

to see more. They bought me books, and

designed to position the world’s finest

events, finally making her debut at the

designers have further expanded the

a Hanbok at her wedding reception in

then I spent several days visiting the

crystal elements within the Hanbok and

prestigious Prêt-à-porter Paris in 1993.

Hanbok market with their own unique

May. “And the elegant image of Hanbok

Korea museum in New York. I was

illustrate how Korean tradition can be

The following year, Lee opened up a

looks. Park was one of the most daring,

fell right in place for the occasion.”

captivated,” Herrera told the Telegraph,

harmoniously melded with modernity

Hanbok store in the French capital.

never hesitating to switch out classicism

referring to a Hanbok museum founded

to suit the demands of today’s market,”

by Korean designer Lee Young-hee.

Swarovski said in a statement.

Others in the fashion and design

Behind the trend of Hanbok

With Lee as a pioneer, other

everyday life,” says Jackie Zo, who wore

Korean traditional cultural elements

for something more young and fun.

can be broken down into six categories:

the original, simplified yet still faithful

Moving away from Lee’s example, she

Hanbok, Hanji (paper), Hanok (house),

to the curves and design. She places

created multicolored collages on her

Hangeul (Korean alphabet), Hansik

garments.

(cuisine) and Hanguk eumak (music).

Lee’s Hanbok is a modern twist on

industry have been keen on learning

spreading in the global fashion scene,

emphasis on color, and each of her

more about Hanbok as well. Global

there are numerous Korean designers

Hanbok is hand-dyed from natural

jewelry company Swarovski

who have been striving to introduce

materials, sticking to the Korean

with her latest project: an underwater

the word “han” (or Korea), was

commissioned 22 world-renowned

traditional garments to broader

tradition. She continues to showcase her

fashion show, with each of the

designated the “Han Style” in 2006 by

designers — including the likes of

audiences. Lee Young-hee and Park Sul-

work in a multitude of venues, holding

submerged models wearing full Hanbok

former culture minister Kim Myung-

Last year, the designer made news

Each of the categories, which includes

6 elements of han style Hanbok A woman’s Hanbok (traditional dress) consists of a wrap-around skirt called chima and a bolero-style jacket called jeogori . The bow that ties the jacket shut is called goreum . For men, Hanbok typically consists of three pieces: baji (pants), an inner jeogori jacket and an outer jacket called magoja .

Hansik A typical meal in Korea consists of rice, a multitude of side dishes of seasoned vegetables, a soup or stew, and meat or fish. There are several distinct categories of cuisine, from temple food (which is local, vegetarian food without pungently aromatic elements such as onions, garlic or leeks) to royal cuisine (characterized by its attention to detail and seasonal menu).

Hangeul The Korean alphabet was created in 1443, and consists of 24 consonants and vowels. At the time, it was in vogue for most elites and scholars to write in Chinese characters. Developed by King Sejong the Great to overcome the class divide, the alphabet enabled even the most common of people to read and write in their native tongue.

Hanok Traditional architecture in Korea typically feature ondol, or floor heating, and environmental elements — most Hanok were made of soil, wood and rock. The style and shape of a Hanok differ according to region.

Hanguk eumak The genres of traditional music, also called gugak , range from the guttural vocals of pansori to the strong beats of sanjo percussion music. Court music, farmers’ music and shamanistic music are some of the varieties of traditional music. Gugak is now seeing a revival through fusion genres, which are often upbeat and catchy.

Hanji Made from the natural fibers of a mulberry tree native to Korea, Hanji paper is a soft and durable material that can be shaped into all manner of items and crafts.

Korean Style

gon. “I’m not promoting the six

continued to progress globally. Hansik

categories of Han Style solely because

began appearing in food trucks popular

they’re our own,” Kim said in an

Korean food, often known for its lack

help of Hangeul,” said Kim Ju-won,

not afraid of mixing in Western rhythms

why Hanji was his choice of fabric. He

of specific recipes, is now being

Seoul National University professor and

or styles. Fusion gugak typically applies

also said that his overall collection for

in Los Angeles, made it to New York

introduced online with standardized

member of the Hunminjeongeum

fast-paced rhythms to traditional

the season, which was introduced in

interview in 2007. “They are as

restaurants and, in its latest

cooking instructions. The Korean Food

Research Institute, to Yonhap News

sounds, so that even the gugak novice

May, “is a very, very Korean collection

outstanding as any other culture, but

development, has now secured

Foundation, sponsored by the Ministry

Agency. “In the long run, the spread of

can become familiar with the music

without being obvious. This is not an

have been underestimated and kept

broadcasting time on national television

of Food, Agriculture, Forestry and

Hangeul will also help enhance Korea’s

quickly. In September, Korean musician

ethnic collection, but the root of it is

behind the scenes, since many people

in the US. American public broadcaster

Fisheries, provides exact recipes and

economy as it will activate exchanges

Kim Young-il received a Grammy

Korean tradition.”

have been emulating Western culture.”

PBS has been airing a program on

even how-tos on table setting with a

with societies that use the language.”

Award nomination for his album Gagok,

Korean cuisine since July, titled Kimchi

variety of side dishes on www.Hansik.

As Hangeul paves its way into

Pungnyu III, Jeong Ga Ak Hoe — the first

global customers. The Cemal Reşit Rey

wave), had just reached Japan and other

Chronicles. The program is hosted by

org. Other resources provide recipes and

people’s lives, the Hanok has also

time a Korean album has received such a

Concert Hall in Istanbul hosted a festival

Asian countries, and Korean films and

Michelin three-star chef Jean-Georges

restaurant ratings, such as the Korea

become more approachable. Many

distinction.

dedicated to Hanji from Sept 13 to 15,

dramas were starting to gain recognition

Vongerichten and his Korean-born

Tourism Organization-run website

Hanok-structured guesthouses and

outside of their homeland. Seeing an

actress and model wife Marja

www.koreataste.org.

hotels are being built across the country,

most diverse elements of Korean

residents. From its use in calligraphy to

opportunity to promote Korean culture,

Vongerichten.

At the time, Hallyu (the Korean

If intrigued by Korean culture, one

Lastly, Hanji proves to be one of the

Hanji is now expanding its market to

introducing Korean handcrafts to local

allowing both natives and tourists to

tradition. Directly translated, Hanji is a

crafting ornate works, Turkish

might naturally become familiar with

experience a night in a traditional

type of mulberry paper, but the actual

festivalgoers were enthralled with Hanji.

viewers to regional Korean dishes, as

the Korean language. As it is a phonetic

setting. Ragung, meaning “Silla Palace”,

use of Hanji does not stay within the

The festival was a branch of the popular

well as the area the food originates from.

language and relatively easy to learn,

a hotel in Shilla Millennium Park in

category of materials that are written

Jeonju Hanji Festival, which has

itself. For Hallyu to stand firm, it is

The couple then takes the cuisine back to

Korea has shared its alphabet with a

Gyeongju, is a high-end Hanok that

upon. While most often used to create

previously traveled to Shanghai, Berlin,

necessary to have a strong fundamental

their home, and demonstrate how

small tribe in Indonesia, where it has

combines modern luxuries with

crafts or artwork, more and more people

Prague, Vancouver and St Petersburg.

support base, so it can be bolstered

Hansik can be duplicated in any kitchen.

become the tribe’s official writing

traditional aesthetics. In Seoul, a variety

are stepping up to the plate to find new

along with other cultural elements,”

A variety of well-known dishes such as

system. The native language used by the

of Hanok guesthouses can be reserved

uses for the material. Han Song, a

UN’s Secretary-General Ban Ki-moon

Kim said. While in office, the culture

bulgogi (marinated beef) and bibimbap

Cia-Cia, which has a population of just

for a night in old Korea, while troves of

designer who focuses on developing

decorated his official New York

minister held various events that would

(mixed rice with vegetables) have been

60,000, was endangered as the tribe

hidden Hanok houses can still be seen in

eco-friendly fabrics, showed a collection

residence and guesthouse with Hanji.

introduce all six facets of the Han Style

introduced, and rare delights will be

didn’t have a systemized writing

neighborhoods such as Bukchon and

for his brand TROA. The pieces blend

Legendary Korean director Im Kwon-

campaign in one setting. Foreign

explored later in the season.

method. The decision for a foreign

Seochon.

Hanji yarn and more common fabrics

taek even created a work based on the

like Lycra to create modern, sustainable

cultural element, his 100th film that was

cultural elements is Korean music,

clothing. He was even able to produce

released in Korea this March.

which is seeing a resurgence in modern

one of his signature sleeveless jackets

history if the Indonesian tribe manages

renditions. The National Theater of

out of pure Hanji fabric.

to keep its aboriginal language with the

Korea hosted the first annual Yeourak

Kim began advertising the connections between Hallyu and Han Style. “Hallyu cannot just stand alone by

Kimchi Chronicles introduces

ambassadors, diplomats and media were invited to partake in a night of Korean culture, from viewing a Hanbok fashion show to a tasting of Hansik, learning a bit of Hangeul, appreciating Hanok models and Hanji craft — all while Hanguk eumak (better known as gugak) resonated throughout the venue. Since its inception, Han Style has

country to adopt Hangeul is an From left to right: Expats participate in a gimjang , kimchi-making event; a calligrapher writes in Hangeul (the Korean alphabet); a view of the inside of a Hanok (house); Fusion gugak (Korean music) group Yeoul performs a piece; Designer Han Song created pants made of Hanji (paper) fabric.

unprecedented act. “It will be a meaningful case in

Perhaps one of the most accessible

In the front line to promote Hanji,

As Han Style reaches further into the global community, it becomes easier to

“[The material is] closer to cotton

see that appreciating local tradition is

Festival last year, which featured fusion

than silk, but still different from cotton.

perhaps better than imitating what is

gugak groups. The instruments used in

It’s slightly rougher but very

already known and popular in the

the performances were all from the

comfortable. It is also noted for its

international community. The beauty of

Korean tradition, but participants were

cooling qualities,” Han said, explaining

Han Style is in Korea.

Korean Style

of art, tradition and skill. Heejai Hanji has

home. She hopes to one day build an entire

already helped more than 100 students

house with Hanji, from its wallpaper to the

master the craft.

smallest decorative vase. As she speaks, her

Hur exhibits her work at art galleries in

hands rhythmically gesture to depict the

Seoul and overseas, such as in Italy, France,

magnificent shapes of the traditional

China and Indonesia. Though her next step is

mulberry paper.

to exhibit in Japan, a surge in work has kept her from beginning preparations. There is a continuous string of orders for Hanji crafts here, including furniture and DIY Hanji craft packages, which are sent to art classes in schools across the country. Materials and complete products ready for delivery are piled neatly in a corner next to her studio;

learn more about Hanji

hundreds of DIY kits are sent out weekly to aspiring craftsmen, young and old. “I gain motivation from cloth samples, ancient crafts and exhibition works. They are all good references for exploring colors and

A Cove of Crafts Hur Hee-jai says there is only one pure joy in her life: Hanji crafts. The artisan has devoted 30 years to the traditional paper craftwork, and the art form continues to entice her today. by Lim Ji-young | photographs by Kim Hong-jin

Daechi-dong, Seoul Renowned Hanji craftsman Cho Soojung’s Hanji Art Gallery displays a variety of graceful works. Characterized by a tenacious use of naturally-dyed papers,

patterns. We create our own styles from

Cho’s workmanship incorporates

what we see and feel in the world around

elements of Western aestheticism,

us,” Hur says. Her own personality peeks out

The beauty of Hanji is that there is

Cho Soo-jung Hanji Art Gallery

transforming the traditional works into modern art. Porcelain, tea sets and dishes

throughout the room, depicting her many

made of Hanji can be purchased. A tea

interests: Chinese letters, grapevines,

room provides visitors with a place to

butterflies, lemons and marigolds.

relax, and offers traditional cookies and rice cakes. Admission is free. For more

nothing it cannot be shaped into, whether it

Hur says there is nothing she can’t

is a chest of drawers, a tea table, stationery

express through Hanji. She hopes to show

box, business card case or a napkin holder.

the traditional craft’s potential to as many

Hanji Story

It’s also an excellent starting point for

people as possible, using her own life as her

Insa-dong, Seoul

beginner craftsmen, as it is easy, affordable

canvas. She reveals she even has about 30

Hanji Story is where you can buy

and practical, yet still contains all the charms

pieces of Hanji furniture decorating her

information, visit www.soojungHanji. co.kr.

everything you need for Hanji crafts, from various papers to small decorative ornaments. Once inside, it’ll be hard to

Heejai Hanji is nestled in the middle of a

believes traditional crafts should not only

age. That’s the true charm of Hanji,” Hur

shopping district in Sanbon, south of Seoul,

contain beauty, but have a practical function.

says.

and serves as a cozy home for Hanji (Korean

This philosophy has helped the artist expand

traditional paper) crafts. Visitors immediately

her horizons, making everything from

framework for an object the designer wishes

notice the wall to wall displays of colorful,

delicate paper lanterns to sturdy cabinets

to make. A layer of glue is then applied to

countless Hanji. The next room over is owner

stocked with pullout drawers. So what made

the matte frame, before a layer of the

Hur Hee-jai’s studio, which also serves as a

her fall in love with Hanji?

delicate, handmade Hanji is placed on top. It

gallery and storage space. The entire interior

“It is said that Hanji lasts a thousand

The creation process begins with a simple

is up to each artist to get just the right

leave the shop. Lessons in Hanji crafts are

A collection of Hanji (traditional mulberry paper) crafts are on display at Heejai Hanji, south of Seoul (opposite). Owner Hur Hee-jai has spent 30 years creating the traditional crafts and teaching others (above). Boxes and drawers can be made with Hanji (left).

held regularly. A monthlong beginner’s course is 150,000 won (US$130, materials included), and participants will learn to create tea trays, tissue cases, business card cases and mini jewelry boxes. Visit www.Hanjistory.com. Bukchon Hanji Craft Bukchon Hanok Village, Seoul Hanji crafts lovers gather here to share their trade secrets. As Bukchon Hanji

of the building overflows with the dynamic

years. The paper, which may look thin and

balance between the color of the paper and

works Hur and her students have created

fragile, is actually very strong and long

the shape of the object. The process of gluing

over the past three decades.

lasting. The original color and patterns of

and layering is then repeated, resulting in an

be had within a traditional atmosphere.

Hanji craftworks are made from tender, yet

ever-more sturdy craft. To excel in the craft,

to purchase and covet, Hur centralizes her

strong, Hanji paper — the materials do not

patience is key, as each step takes time to

work and business on strong principles. She

fade, but gain a time-worn elegance as they

dry, settle and finish.

Though the studio offers plenty of items

Craft is located in the heart of a Hanok village, a truly authentic experience can

learn how to make Hanji dolls. Visit http://cafe.naver.com/wooridoll.

Korean Style

That tradition, in particular, seems to be surviving more in the countryside. For Bin Do-rim, birth name Dirk Fuendling, it’s more fitting to wear a Hanbok when going out in the small city of Damyang. Bin is a former interpreter for the German Embassy and former professor of Catholic University of Daegu. He first came to study at Seoul National University in 1974, after his curiosity about the little-known Asian country grew. The East Asian studies major returned a decade later, and he hasn’t left since. After a while, city life began to wear on him, and Bin decided to move to the country house he’d been building during his 10 years at the Seoul-based embassy. Though his previous work as an official kept him in black suits, his new work as a translator and

people wearing the Hanbok than before, although as you know, it’s still a rarity,” Koehler says. “When I first came to Korea in the 1970s and ‘80s, people would only wear Hanbok on chuseok (the harvest holiday) or seollal (the Lunar New Year) to perform a bow to their

beeswax candle maker afforded him a new liberty. “I didn’t wear Hanbok a lot while in Seoul, but since moving down to the countryside I started wearing it a lot more.

From opposite, clockwise: Korean citizen Bin Do-rim stands before his Hanok house in Damyang; a traditional men’s Hanbok (traditional dress); Bin holds one of his handmade candles; Bin and his wife in their home.

A Costume of Culture

Now it’s the opposite from before: there’s no

While some Koreans are slowly distancing themselves from ancient traditions, others are learning to take in as much as possible, reviving the best of Korea’s Hanbok. Will others soon follow in their wake? by Ines Min | photographs by Park Jeong-roh

laughs. He also wears the modernized

elders. Outside of that, men would always

gaeryang Hanbok, for it’s comfort and

wear black suits. Black or brown, one of the

convenience. “It looks good and, especially

two, it was always fixed. But lately, in the

now that I’m a little older and my beer belly

countryside especially, people are wearing

has come out, it’s very comfortable,” he

Hanbok a little more,” Bin explains about the

jokes.

change.

real need for me to ever wear a suit and I haven’t worn a tie in about 10 years,” Bin

Bin still keeps around a range of Hanbok,

“If you look at it in one way, Korean

More and more expats are showing locals

supporters in Seoul. Koehler is known to

American expat soon fell in love with the

how it’s done. While young Koreans are

wear a gaeryang Hanbok, or a modernized

culture. “We think of ‘traditional’ as

however, from the traditional outfit he

people have become more confident. Back in

eager to try out the latest trends in fashion,

version, on a daily basis. “They’re

something stuck in the past, and by doing so,

received as a gift when he was naturalized as

the ‘70s, Koreans didn’t have enough

a small community of people are steadfast in

comfortable, easy to maintain and look nice.

we sometimes keep it there, unfortunately. I

a Korean citizen, to a lighter summer version

confidence, and there were a lot of

their dedication to one of Korea’s most

I’m also naturally partial to traditional

think the modernized Hanbok is an attempt

made of mosi, or ramie. As many residents in

complaints about the country and how this

visible traditions: the Hanbok. Korean

culture… I started wearing the Hanbok

to overcome this by reestablishing some

Damyang are also accustomed to wearing

didn’t go right and such, and everyone was

traditional dress is making a comeback from

around 1998, when modernized Hanbok

historical continuity to the clothing.”

Hanbok, Bin is able to fit right into the local

always looking to the US. But now, it’s not

the corners of Korea, and expats are some of

were first coming into fashion,” explains the

scene, and has even received the occasional

like that — confidence has really grown and

Hanbok’s greatest proponents.

14-year resident of Korea.

compliment of, “Very stylish!”

Koreans now view Korea as successful. I think

Robert Koehler, the editor of Seoul

Koehler first came here to teach English

“Clothing, like most facets of culture, evolves. It’s no different from what took place with Western clothing — today’s

Perhaps this attitude is filtering its way

magazine and writer of the popular

in Gyeongsangbuk-do Province. Though he

clothing, for the most part, is a continuation

through the local population, as both Koehler

Marmot’s Hole blog (www.rjkoehler.com), is

arrived in Korea without much

of a fashion tradition that goes back

and Bin have seen a small, but visible,

one of the most prominent Hanbok

foreknowledge of what would await him, the

centuries,” Koehler says.

increase in Hanbok wearers. “You see more

that one expression of that change is a return to pride in tradition.”

Korean Wave

The Korean

Wave

Ripples Around the World

In its home country, hallyu — the “Korean Wave” of TV series, movies and pop singers that swept across Asia — was once considered no more than a fad. While its biggest hits, such as Winter Sonata and Dae Jang Geum (aired in the U.S. as Jewel in the Palace), were sensations overseas, the resulting glut of hallyu-prefixed output was often of a vastly inferior quality, leading many to think that its days were numbered. But recently, hallyu has emerged stronger than ever, with its hits sweeping through Asia and onto the world stage. by Jeong Deok-hyeon

A still from the TV drama Personal Preference , which stars Lee Min-ho and Son Ye-jin.

Korean Wave

urning on the television in his hotel

country girl falling for a big-city

room on a recent business trip to

business type, Jang Na-ra co-starred in

Vietnam, K. from Korea was astonished.

the Chinese drama My Bratty Princess

Though he had certainly glimpsed the

with Taiwanese actor Alec Su. Its sequel,

posters of Korean celebrities adorning

My Bratty Princess 2, featured another

the shops en route from the airport, he

Korean actress, Chae Rim, who hit it big

hadn’t expected to see them all again on

in All About Eve, in which two news

his TV in a seemingly endless

reporters vie for a top spot in the

procession of Korean drama shows.

network they both work for. Alongside

Seeing the actors dubbed in Vietnamese

Jang Hyuk, who gained popularity with

was also a source of amusement. On one

Introducing My Girlfriend, Chae Rim is

show, he could swear that one person’s

scheduled to star in the upcoming

voice was dubbing every single

Chinese remake of All About Eve.

character. Later asking a guide, who

From Hong Kong, hallyu has also

confirmed his suspicion, whether it

spread throughout Southeast Asia. Even

wasn’t offputting to have one actor do

Myanmar, a country not known for its

all the voices, he was told no it wasn’t,

cultural openness, has fallen for the

because the dramas are just so

charms of Korean entertainment, first

addictive.

with Winter Sonata and now Dae Jang

And situations like this aren’t limited to Vietnam. At 9pm, the “golden

Marrying the Mafia. In cracking

hour” for viewing figures, Korean

Southeast Asian markets, Hong Kong

dramas are a common sight on Hong

has proved a crucial conduit. Full House,

Kong’s TV stations. ATV, one of the

to take one example, garnered a 52

largest outlets, currently shows Korean

percent rating in Hong Kong with 63

programming from 8 to 10:30pm,

percent in Thailand, 42.3 percent in the

Monday to Friday. Just a few years ago,

Philippines and an

Korean dramas were a marginal

astonishing 78 percent

concern, with only two or three aired

rating in Indonesia.

per year. Then Dae Jang Geum, a

Kim Tae-hee, who starred in the hit show Iris (opposite). Actors Lee Jun-ki, heroine Nam Sang-mi and Jung Kyung-ho star in Time Between Dog and Wolf (above, from left). Stills from the drama Iris (below left, right). A scene from the drama Boys Over Flowers (bottom).

Today, proving their

historical tale about a female physician

remarkably adaptable

in the Joseon Dynasty, seized a massive

appeal, hallyu shows have

50 percent audience share, taking

started creeping into

Korean TV shows into the big time.

Central Asia, Africa and

China has proved just as susceptible

Geum and a comedy gangster flick

even the Muslim world.

to the Korean wave. Again, the catalyst

Slushy hit Winter Sonata

for success was Dae Jang Geum, which

aired in Egypt in 2004, while Tunisia has

gained an audience share of at least 15

developed a taste for Korean historical

percent in 31 major cities across the

dramas such as Jamyeonggo. In 2007,

country, followed by other big hits such

after joining the long list of countries to

as Full House and Stairway to Heaven.

fall for Dae Jang Geum, Iran became

Such has been the success of Korean

hooked on Jumong, which recorded a 60

stars in the country, some are now

percent audience share. Uzbek viewers

appearing in homegrown Chinese

saw Painter of the Wind; Mongolians

productions. After gaining popularity in

watched Temptation of a Wife. And the

Successful Story of a Bright Girl, about a

recently finished Personal Preference, in 85

Korean Wave

which a straight man pretends to be gay

November 2008 to June 2009, the

in order to room with the female lead, is

number of such shows increased from

being exported to Central and South

27 to 42, with each channel raising its

America, Africa, and the Middle East.

own quota of dramas from two to six. And with greater volume has come

The International Wave So how

greater diversity. After Winter Sonata

is the original market for hallyu, Japan,

inspired a cult-like following among

faring now? Though many believe the

women throughout Asia, Korean

Korean wave petered out after Winter

producers saturated the market with

Sonata and Dae Jang Geum, the reality

sentimental romances with increasingly

is that, though not on the phenomenal

unfeasible plots. Now, however, subject

scale of those two shows, a string of

and Wolf), family (Brilliant Legacy),

Korean shows

history (Jumong) and even private

continue to do well there today. Having failed to lure

Protagonist Lee Seung-gi from Brilliant Legacy (above). Iris ’s stars Lee So-yeon, Kim Tae-hee and TOP (below, right). A still from Boys Over Flowers (opposite top). A scene from Personal Preference (opposite bottom).

educational institutes (Boys Over Flowers). By diversifying their output into fast-paced, more action-oriented historical series, producers have

audiences

managed to lure male viewers into what

with dramas

was once an almost entirely female

that

preserve — and now, viewers are

mimicked the formula of the

getting younger, too. Iris is a prime example of how hallyu

big hits,

dramas have changed. On April 21, the

Korean TV

espionage thriller was the first Korean

producers are finding that homegrown successes are continuing to pull in Japanese viewers. Romantic comedy My

drama to be aired on Japanese TV in the 9pm golden hour, with the first two episodes (broadcast consecutively) receiving a 10.1 percent overall audience share, a huge number by Japanese standards. Nor were ratings the sole triumph

Lovely Sam Soon, a

for Iris. With much of the production

huge success in Korea,

and marketing duties shared with TBS,

took a 5.2 percent share

Iris starred Lee Byung-hun, one of

in the highly fragmented

Korea’s biggest stars, and TOP, a singer

Japanese market (where

with popular K-Pop group Big Bang,

even 6 percent is rare),

and featured a soundtrack by Shin

and historical dramas Yi

Seung-hun, a fast-rising Korean star in

San and Dae Jo Yeong

Japan. By bringing such big and varied

also struck a big chord

stars on board, Iris aimed for, and got,

with Japanese viewers.

not just viewers in their 30s and older,

At home, the number of Korean

matter includes noir (Time Between Dog

but a younger demographic as well. As a joint production with Japan, Iris

dramas is rising

also symbolized hallyu’s growing role

steadily. From

as a truly pan-Asian phenomenon. From 87

Korean Wave

success in Asia, producers recognize

fame, sold his latest work, I Saw the

that they, too, have to change. Though

Devil, to French distributor ARP.

not created specifically with the

Though still unfinished, the movie is

international market in mind, Dae Jang

receiving a lot of attention thanks to its

Geum is perhaps the best example of

stellar cast, which includes Lee Byung-

how Korean dramas can succeed across

hun and Oldboy star Choi Min-sik.

borders: by identifying universal

As seen at Cannes, Korean movies

themes that can appeal to viewers

are slowly but surely gaining ground in

everywhere, and can be tweaked to

Europe. But what of the movie Holy

speak to their own lives.

Grail, Hollywood? So far, hallyu has

Today Europe, Tomorrow Hollywood The internationalization of Korean TV dramas is every bit as evident in movies. In China, the list of Korean stars appearing in local productions includes Song Hye-kyo in Wong Kar-wai’s The Grand Master, Jun Ji-hyun in Snow Flower and the Secret Fan, and Kim Hee-sun in the historical movie Civil Wars. And while the focus

had considerably less success there. Yet

for hallyu in Southeast Asia

two top stars, Rain and Lee Byung-hun,

undoubtedly remains TV dramas, in

were cast in big-budget movies —

other markets, notably Europe, it is the

respectively Ninja Assassin and G.I. Joe:

movies that are catching the critics’

The Rise of Cobra — and with the success

eyes.

hallyu continues to enjoy elsewhere,

Among the films on show at this Jeon Do-yeon, who previously won the best female actress award at Cannes Film Festival in 2007, recently starred the film The Housemaid (above). A scene from The Housemaid (below).

being made entirely in Korea, and then viewed in Japan and China, newer

where content is no longer restricted by

productions are often harnessing the

national boundaries. China’s vast

strengths of all three countries. Kim

market, Japan’s marketing skills and

Hyoo-jong, dean of the Graduate School

Korea’s excellence in production are

of Arts Management at Chugye

now combined to produce a single

University for the Arts, defines the first

product. Having expanded its

phase of hallyu as the “made in” era,

boundaries within Asia, the next

the next phase as the

stepping stone for hallyu has become

“made by” era (when

the global market. Korean actors and

the focus will be on the

actresses are starring in Chinese and

production company),

Japanese dramas, and Korean directors

and the current phase

and authors are working with Chinese

as the “made for” era,

and Japanese actors and actresses.

where the emphasis is

Capital is no longer limited by national

on targeting groups

boundaries, and TV and movie moguls

that can receive the

are searching for new investments

most value and

throughout the region.

enjoyment. 88

Hallyu has become an industry

As hallyu aims to consolidate its

A scene from the movie Ha Ha Ha, which starred Moon So-ri and Kim Sang-gyeong — the film received the top prize at this year’s Cannes Film Festival (top). Director of Poetry Lee Chang-dong and The Housemaid’s director Im Sang-soo (above, from left). Poetry’s heroine Yoon Jeong-hee (below).

who would bet against a Korean-

year’s Cannes Film Festival was Im

directed Hollywood film hitting it big in

Sang-soo’s The Housemaid, a remake of a

the next 10 years?

cult Korean classic from the 1960s. Meanwhile, Lee Chang-dong’s Poetry received great acclaim and went on to win the award for best screenplay. Another Korean movie Hong Sang-soo’s Ha Ha Ha received the top prize in the Un Certain Regard category. While Cannes itself was, because of Europe’s ongoing economic problems, a somewhat dampened affair, Korean films enjoyed their most successful showing yet. Besides The Housemaid’s tally of 15 countries, Poetry and Lee Joon-ik’s Blades of Blood (which was not officially on show) were sold to four countries apiece. In addition, Kim Ji-woon, of The Good, The Bad, The Weird 89

Korean Wave

These are heady days for Korea’s historical

and Thailand for US$ 6 million even before

dramas. Now shown around the world, the

the drama was aired in Korea,” says a crew

genre’s road to success began back in 2004

member working on the show. “Buyers are

with the mega-hit Dae Jang Geum, which told

growing tired of male dominated historical

the story of a female physician in a Joseon

dramas, and are increasingly fascinated by

Dynasty. As of June 2010, the show has been

historical stories about women.”

broadcast in 60 countries worldwide, enjoying

Some historical dramas also attempt to

phenomenal success as far afield as Japan,

cover aspects of Korean history that had

Taiwan and Iran. In India, so taken was one

previously been neglected. Kim Soo Ro delves

prisoner with the show that he penned an

into largely forgotten Gaya civilization, while

open letter to Korea saying, “I have found new

Dae Jo Yeong serves as a source of

hope in life through watching Dae Jang

information on Korea’s ancient Balhae

Geum.”

civilization.

In bringing Korean culture into households around the world, Dae Jang Geum has raised

Why so Popular Just as we think of

Korea’s profile enormously, while also bringing

pyramids and the Sphinx when Egypt is

tangible financial benefits to the country. The

mentioned, and Ancient Greece brings to

show’s heavy focus on food sparked a craze

mind mythology, in like manner Korean

for such dishes as bibimbap, with Korean

historical dramas are providing a compelling

restaurants even in New York reporting a spike

historical context for the country Korea is

in interest in the dish. In addition, the show

today. These intriguing storylines and the

sparked a wave of spin-offs and

culture they convey are one of the most

merchandising, in everything from tourism to

precious gifts left to us by our forefathers, and

musicals to computer game characters.

have a universal appeal that can be enjoyed

More recently, the historical dramas Jumong, Yi San, The Kingdom of the Winds and Emperor of the Sea have raised awareness of Korea’s history and culture while gripping

Learning From the Past As Sex and the City fans would surely acknowledge, the show’s setting and the lifestyle of its main characters are as appealing as its plotlines. Indeed, rightly or wrongly, the show is great insight into how New Yorkers live for many viewers. In much the same way, various hallyu productions are providing a window into the lives and culture of Koreans. And nowhere is this truer than with one of its most popular exports: historical dramas. by Ahn Jin-yong

A still from the TV drama Kim Soo Ro (opposite). A scene from the drama The Kingdom of the Winds, starred Song Il-gook (top). Kim Soo Ro ’s hero Ji Sung (above).

by foreigners as much as by Koreans. And the benefits are more than just a higher profile for Korean culture. According to the “Study of the Economic Value of the

viewers worldwide. Calling them “cultural

While conventional wisdom has it that

Korean Wave (Hallyu),” published in 2005 by

ambassadors,” one member of the production

Korean women were always and everywhere

the International Trade Research Center of the

staff at Korean TV network MBC says:

suppressed by dominant men, historical

Korea International Trade Association, in 2004,

“Although historical dramas need to be

dramas have shown a more nuanced picture,

the year Dae Jang Geum was released, hallyu

interesting, they must also accurately depict

depicting the lives of women who wielded

generated income of US$ 1.87 billion

Korean history. If our historical dramas are not

genuine power in historical Korea.

overseas.

accurate, they could show foreigners a

Take, for example, MBC historical drama

Clearly, a well-made depiction of Korean

Queen Seondeok. Set in Korea’s distant past,

culture can bring great economic benefits,

the show depicts the conspiracies and feuds

too. But the intangible benefits are as

The Real Picture Ever since the

that eventually saw Seonduk become Korea’s

valuable, providing Korea with a chance to

success of Dae Jang Geum, Korean pop

first queen. A big success in Korea, the series

display the vibrancy of its culture, lifestyle

culture has used the country’s history both to

has also been exported to 14 countries

and history to the wider world. “Korea

feed the overseas demand for hallyu and to

around the world.

currently may not make blockbuster movies

distorted picture of Korean history.”

make domestic audiences look at their past

In Dong Yi, also on MBC, Consort Choi,

like Transformers or Iron Man,” a Korean

anew. One notable instance of this has been

though born to the lowest echelons of Korean

cultural critic recently noted. “But Korea

in the changing depiction of women, of whom

society, mothers the man who goes on to

definately has a distinct culture that nobody

the determined protagonist of Dae Jang

become Joseon Dynasty monarch Yeongjo.

else possesses. This unique aspect is distilled

Geum is only the most notable example.

“Dong Yi was contracted for export to Japan

and displayed in Korean historical dramas.” 91

Korean Wave

alongside Ko Hyun-jung, who starred as

released in 1997, Sweet Sweet Love, which

Mishil in last year’s historical drama Queen

originally starred Leon Lai and Maggie

Seondeok, and Ko Hyun-jung, who will play

Cheung, has the advantage of a familiar and

Korea’s first female president.

much-loved story. Park’s Japanese fans and

Much is being made of the potential

the legions of Chinese viewers who so loved

on-screen chemistry between Kwon and Ko,

the original are sure to make the new

whose star is on the rise after her

version, Love Song, a big hit.

appearance in Queen Seondeok. Kwon also

Also set for the Korean remake

returned to the big screen, with an

treatment is It Started With a Kiss, a hit

appearance in Lee Jae-han’s 71-Into the Fire.

drama series from Taiwan that was itself based on a bestselling Japanese comic book.

Hallyu’s Big Bang Some of hallyu’s biggest stars have a busy six months ahead. Having conquered Southeast Asia and, in some cases, gone further afield, some of the biggest names in Korean entertainment — including Rain, Song Seung-hun, Kwon Sang-woo and So Ji-sub — are set to return to the big and small screens. In this big hallyu showdown, who will be the last man (or woman) standing? by Ahn Jin-yong

made of korean materials So

Kim Hyeon-jung, from K-Pop idol group

Ji-sub, who last year went to Japan to

SS501, and Shim Chang-min, from rival

promote his hit series Cain and Abel, is

group TVQX, or Dong Bang Shin Gi, are

starring in a new drama. To mark his return,

rumored to be playing the lead roles in the

So chose Road Number One, a drama series

Korean version, which is scheduled to air in

about the Korean War that air in the

the second half of 2010. With both Kim and

memory of 60th year of the Korean War,

Shim already big pop stars in Korea and

which is on the air nowadays.

throughout Asia, producers are confident

A reference to National Highway No 1,

that It Started With a Kiss will be a big hit

the main artery connecting North and South Korea during the war, Road Number One looks at the loves and friendships that are forged during the war. So Ji-sub plays Lee Jang-woo, a passionate South Korean officer born to a poor farming family, who finally overcomes enormous hardship and danger by sheer instinct and force of will. Starting broadcast on June 25, Road Number One also stars Kim Ha-neul, Yoon

After a long absence as he focused on

Na-young, star of Korea-Japan

drama series East of Eden, Song is set to

Kye-sang, Choi Min-soo and Son Chang-min.

Kim Hyeon-jung is rumored to be playing the lead roles in upcoming drama, It Started With a Kiss (above). So Ji-sub (below) and Kim Ha-neul (bottom) are currently starring in the show Road Number One .

becoming a global star, Rain will be back on

co-production Dream and hit drama Island,

appear in My Princess, from the team at

A member of the crew says: “Road Number

Korean TV screens in this year’s October

with the lead role opposite Rain. As

Curtain Call Producers. Though neither the

One is not only an engrossing series, it is

with a new miniseries, Fugitive. Five years

comebacks go, this one could be really

network nor the director have yet been

also an opportunity to reflect on the Korean

have passed since the Ninja Assassin star’s

special.

confirmed, Song will star opposite one of

War. By casting So Ji-sub in the lead role, the

Korea’s hottest female stars, Kim Tae-hee,

show is sure to convey the full emotional

Stars, Rivals, Friends Song Seung-

fresh from her success in the smash hit

impact of the war to his foreign fans too.”

hun, famous for the dramas Autumn in My

thriller series Iris. “Kim Eun-sook, who wrote

Heart and Summer Scent, and Kwon Sang-

Lovers in Paris and On Air, will write the

Sonata and On Air, is to star in Love Song, a

“With so many big names returning, the

last TV outing, so expectations among his fans are reaching a fever pitch. Making his small-screen debut in 2004’s Full House, Rain has consolidated his Asia-

Meanwhile, Park Yong-ha, star of Winter with their younger fans.

wide appeal in the years since with a string

woo, the milky-skinned star of Stairway to

script,” says a member of the production

remake drama of the Chinese movie of

of pop hits and, more recently, movie roles.

Heaven, have a fair bit in common. They are

team. “With Song Seung-hun and Kim Tae-

Sweet Sweet Love. Park is also a famous

remaining half of 2010 is truly shaping up to

In the new series, Rain will be working with

both 33. They are very close friends. And in

hee in this drama, we’re all expecting big

singer, especially in Japan, where he has

be a ‘war of the stars,’” says a source at

producer Kwak Jung-hwan and writer Chun

the second half of 2010, they are preparing

things, both inside and outside Korea.”

released 10 albums and even held a concert

Korean TV network MBC. “This will also

Sung-il, who teamed up to a successful

to battle it out for the affections of hallyu

at Nippon Budokan, one of the country’s

become a battle amongst the three main TV

effect in last year’s drama Chuno. Fan boards

fans everywhere.

is Kwon Sang-woo, who will return in The

most famous concert halls. By remaking

channels. The whole tide of hallyu could

Substitute this October. Kwon will appear

what was a worldwide hit when it was

change this year.”

are also aswirl with rumors linking Lee 92

An award winner for his star turn in the

Also set to make Korean TV screens sizzle

Korean Wave

and the New Korean Wave Shake the World The power of music leaves us in awe. Itâ&#x20AC;&#x2122;s no longer unusual to hear people on the opposite side of the planet hum along to K-Pop songs. Korean music is spreading throughout Asia and around the world. As it leads the new Korean wave, just how far can K-Pop go? by Jeong Deok-hyeon

Boy band Beast gives a showcase of the Legend of Beast - Vol. 1 , in September 2010 in Japan.

Korean Wave

ream High, a popular Korean TV

company JYP Entertainment

displays the state of the Korean wave

drama that wrapped up in

co-produced the drama, but their

today.

February, told the story of a young

appearance is significant not just in

musician named K, who goes on to win a

terms of their business but of pop

K-Pop as the new Korean Wave

Grammy Award in 2018. Even for a

culture. It proved the barrier

Kara’s first Japanese single, Mister,

drama, the exaggerations can be a bit too

between TV dramas and pop music

reached No 5 on the Oricon Weekly

much to handle, but they’re somewhat

is slowly but surely coming down.

Chart in the first week of its release last

related to the ongoing evolution of the

Their appearances brought

August. They became the first Asian

new Korean wave. K-Pop, which is

together the first generation and

[besides Japan itself] girl group to crack

leading the way for the new wave, has

the second generation of Korean

the top 10. And Kara’s greatest hits

already transcended Asia and has begun

wave stars.

to reach America, Europe and even South

In the drama, Bae is a director at

America and the Middle East. If the drama Dream High comes across as extra ambitious, that’s likely because the show cast some of the top K-Pop artists of the day — Taekyeon and Woo-young of 2PM, Suzy of Miss A, Eunjeong of T-ara and IU. Bae Yong-joon and Park Jin-young, both top artists themselves now involved in talent development, appeared side by side. Bae’s agency Keyeast and Park’s

Bae Yong-joon in TV Drama Dream High (above). Dream High highlighted the enthusiasm of Korea‘s young musicians; the show caught audiences‘ attention because it starred some real K-Pop stars like Taekyeon (right and below), Suzy of Miss A, Eun-jeong of T-ara, IU and others (below).

compilation album debuted at No 2 and sold 50,000 units in its first week. It also

Kirin Art High School and recruits

ranked second on the weekly chart. And

future K-Pop stars. He appoints Park

the recent DVD titled Kara Best Clips sold

as one of the teachers before leaving

132,000 copies in its first week to top

for Japan. This was a symbolic

Oricon’s weekly DVD chart. This was an

development. It was almost as if Bae,

unprecedented feat for a female artist

who started the Korean wave with his

since Oricon started tracking DVDs in

hit dramas, had passed the torch to

1999.

Park, the face of the new Korean wave

Girls’ Generation, who debuted in

2NE1 makes an intense impression with a unique visual style (above). It’s easy to see why Girls’ Generation has attracted both male and female fans of all ages, both at home in Korea and around the world (below).

morning shows. Most of the programs took a serious approach to the

led by K-Pop music and agencies. The

Japan last September, put their first

influence of K-Pop is now the subject of

single, Genie, at No 4 on Oricon’s

popular TV shows — nothing better

monthly chart after selling 45,000 units in

teenagers and 20-something Japanese

its opening week. The group has sold

girls went crazy over Korean artists. The

121,000 units of its album to date. Girls’

Japanese industry felt the need to

Generation ranked second only behind

analyze the rush of Korean

phenomena: What separated Korean girl groups from Japanese groups, and why

AKB48, the Japanese equivalent of Girls’ Generation, on the girl group power ranking compiled by Nikkei Entertainment, based on record sales last year. It’s noteworthy that Japanese media have taken an interest in Korean girl groups. News Watch 9 on NHK, the most-watched news program in Japan, once allocated five minutes at the top of the program to a story about Korean girl groups. Many other private broadcasters have reported on Korean girl bands on 96

Korean Wave

fan base thanks to their songs and music

artists aren’t so much trying to hit the

videos made readily available via online

foreign markets as they are ‘visiting’

sites.

foreign countries.

K-Pop has taken a leading role in the new Korean wave, largely because its

come back to Korea to release a new

content is so web-friendly. Music videos

single, all the while their stock continues

and music files — content that can be

to soar in Japan. Time and space have

consumed in a short time — are a much

been rendered less important. You can

better fit for the Internet than TV dramas.

take the stage in Korea and Japan, and fly

The spread of music is also less impeded

over to South America and the US if

by any language barriers, unlike dramas.

necessary.

So Korean songs that are spread through

girl groups and decide how they should respond to it. This is phenomena is reminiscent of how “Bae Yong-joon Syndrome” first

Korea’s brand new boy group ZE:A, which made its debut last year, gives a performance in Japan in September 2010 (above). 4Minute played overseas shows in Thailand, the Philippines and elsewhere (below).

took Japan by storm. Yon-sama (Sir Bae Yong-joon in Japanese) fever started with middle-aged women who went head over heels for Korean dramas. And the Korean actors, who were polite and gentle to them and treated

That has made it possible for Kara to

These changes to marketing strategies

better for Korean artists to stay true to themselves rather than trying to be American. K-Pop Goes Global Now that K-Pop is catering to a global audience, the most important asset is content with international appeal. Producing music is increasingly becoming a global project. For instance, Girls’ Generation’s singles such as Hoot and Tell Me Your Wish

have also led to a shift in strategies on

(Genie) were written outside of Korea. A

boundaries of the old Korean wave. No

localization. Park Jin-young once said the

group of Danish writers composed Hoot

longer limited to Japan, China and

words ‘Korean wave’ themselves are

and a Norwegian composing group

Southeast Asia, K-Pop has seen its

obstacles to the very movement they

named Design Music wrote Tell Me Your

horizons expand to the rest of the world

Wish. Words are written and

in real time. Be it the US, Europe or the

songs are arranged in Korea,

Middle East: wherever there is Internet,

and choreographers from the

the Korean wave has transcended

US and Japan create the

language and racial barriers and reached

routines. It’s truly a global

international audiences. Soompi.com, the

project. Because K-Pop songs

world’s largest Korean wave community

have such diverse

site, headquartered in the US, boasts

backgrounds, they are that

700,000 members worldwide. And

much more likely to be

they’re all non-Koreans, including

accepted internationally. Just because K-Pop music

Hispanics, Arabs and people of mixed

rise of Korean girl groups in Japan is

backgrounds.

similar to the Yon-sama fever in that even

The emergence of social networking

though there was no Japanese

describe. His point was that the only way to carve a niche in the US is to become

services has altered K-Pop marketing

Americanized. Many people agreed at

demand.

strategies. The costs have been reduced.

the time. For all that Korean wave, it

Agencies don’t have to directly market to

would all be for naught if audiences

the new korean wave map Before

the public when fans themselves build

couldn’t relate. But Park’s theory can’t

their own networks online and share

explain the recent trends of the new

content. So it really comes down to the

Korean wave.

equivalent, there was clearly enough

the second Korean wave took shape, people took note of idol groups’

anyone’s wildest imagination. The

dominance in local digital music

catalyst for the success was the Internet.

markets. Idol groups gradually

Girls’ Generation’s Japanese showcase on

developed more talent as they

Aug 25, 2010 saw about 800 fans greet

underwent systematic training. The rise

them at the airport, much to the shock of

of Wonder Girls, Girls’ Generation and

the group members themselves. They

Big Bang helped usher in an era of digital

had never even been to Japan before, let

music and dispel any lingering worries

along performed on a Japanese stage.

of recession in the recording industry.

That first showcase drew 22,000 people.

Still, the explosion of K-Pop, leading to

Even before Girls’ Generation set foot in

the second Korean wave, was beyond

Japan, the group had already built a huge

The new school of thought is that it’s

the Internet have transcended the

Caucasians, African-Americans,

them like ladies, were easy to like. The

T.O.P, a member of Big Bang, is becoming a big hit thanks not only to his work as a singer, but also for his acting (right). Girl group After School joined with several Japanese artists on their albums (below). With its owerful stage show, boy group 2PM has seen its popularity soar. (bottom).

content itself and whether it can appeal

Today, international fans tend to be

to the global audience. Companies can

enamored with the Korean lyrics. Fans in

gauge possibilities in new markets

Japan, Taiwan and even in South

around the world through the Internet

America are trying to sing along with the

and then focus on regions with potential

Korean words of these songs, some going

by releasing albums.

as far as learning the Korean language.

The singer Rain traveled uncharted

Some cover bands emulating Korean

territory with his world tour, but today

artists have sprung up in the US. Their

artists can be a bit more precise in their

mimicking of K-Pop dances are uploaded

preparation. Rain, Wonder Girls or other

on YouTube and generate more interest. 99

Korean Wave

members seem like goddesses that are

It’s Culture, Not Nationality For

has been key to building ties with

hard to approach, Kara girls have a

the new Korean wave, which retains its

agencies in Thailand and Taiwan.

friendly, more down-to-earth image.

local identity as it moves globally, the

They’ve created synergy effects that cross

idea of nationality is no longer

international boundaries.

K-Pop artists and producers have experimented with global music in an

important. What has become more

attempt to reach out to international

important is the distinct nature of the

K-Pop Changes the Industry

audiences. In the past, Korean agencies

culture. Lee Soo-man, producer of SM

Once smartphones and tablet PCs

merely tried to copy the Japanese system

Entertainment, was buoyed by Chinese

become more widely available, you will

and musical trends.

enthusiasm for the boy band H.O.T. and

likely experience an even bigger

saw the possibilities of K-Pop in Asian

revolution than ever. K-Pop’s contents

latest trends in the US and Europe and

markets early on. By joining forces with

may go beyond songs and could well

apply a Korean twist. Because of this,

Japan’s Avex, Lee helped build successful

blend with dramas, films or other genres.

K-Pop has become the trendsetter for

Japanese careers for BoA and TVXQ.

A project such as Dream High serves as

pop music in Asia. The same can be said

That was the very start of the ongoing

an example, and the fact that more

for boy bands such as 2PM. These young

success of the new wave.

recording companies are investing in

Today, these agencies catch on to the

men have given K-Pop a clear identity. The worldwide spread of Korean pop

artist’s greatest-hits compilation, the

way to South America.

success of which suggests there could be

Chile, for instance, held the 2 K-Pop

mentioned, girl groups like Girls’ Generation found success in Japan because they separated themselves from their Japanese counterparts. Japanese girl groups a cute image, while K-Pop girl groups sought to portray an air of confidence and sexiness. Kara, unlike in Korea, enjoyed a quick rise to stardom in Japan because it had both the girly image of Japan and the sexy image of K-Pop. If Girls’ Generation 100

K-Pop is expanding its horizons Kim Hyun-joong, once a member of boy group SS501, is widely popular in several countries, including Taiwan, Hong Kong and Thailand (above). Miss A is a global project group which has Chinese members Zia and Fei (below).

because of the obvious advantages of its storytelling contents. K-Pop is pretty

involving Korean artists in the future.

seems that K-Pop has many fans in that

The album features songs on which

country, with many expressing a great

Amuro was featured. After School also

talked about, it needs to tell stories one

interest in the Korean wave.

joined other Japanese artists such as

way or another. Music videos have done

AI&Anna Tsuchiya, Kawabata Kaname

the job so far, and now producers are

Argentina also hosted Latin America’s

and Yamashita Tomohisa on working on

trying to be more aggressive in dramas

K-Pop contest last October, which was

their albums.

and films.

attended by more than eleven teams

lost its Korean character. As previously

more international collaborations

films reflects this shift.

contest in Santiago last November. It

The syndrome doesn’t stop there.

has become global doesn’t mean it has

storytelling contents such as dramas and

collaborated with Amuro Namie on the

music has, amazingly, reached all the nd

Boy band SHINee is popular among young girls all over the world (above). Girl group T-ara are known for their cute and friendly image (right).

Korean girl group After School

M-flo, a leading black music artist in

competitive with its songs, but in order for it to be constantly consumed and

This transition suggests that K-Pop

from six countries from throughout Latin

J-pop, has an interesting lineup. The

won’t be confined to music for too much

America.

group consists of VERBAL (born Ryu

longer. K-Pop wields the biggest

Yeong-gi), a third-generation ethnic

influence as a champion of Korean pop

Korean, and DJ Takahashi Taku. The

culture, but it may also have a more

group itself is global, and they have

practical impact on the industry. It’s

worked with such Korean artists as

significant in many ways that Girls’

Wheesung, BoA and Alex. They believe

Generation has been tagged as the Asian

that a cultural bond through hip hop is

face of Intel.

more important than their nationalities. Some K-Pop groups themselves have broken down these barriers. Sandara Park of 2NE1 started her career in the Philippines, and Park Jae-beom, formerly of 2PM, is an American born to Korean parents. 2PM even recruited a foreign national: Nichkhun, from Thailand. He was born to a Thai-Chinese family and is now a national star in Thailand. Victoria

and Amber of the girl group f(x), and Zia and Fei of Miss A, are Chinese. This sort of globalization has helped change the perception of K-Pop groups. For fans, Korean groups aren’t “them” but “one of us.” Such a strategic partnership that transcends borders isn’t confined to group members. The know-how for the management system unique to K-Pop

It means multinational corporations have recognized the global economic values of K-Pop artists, and that those companies have taken interest in the rising popularity of K-Pop as its contents have reached all over the world through the Internet. The new Korean wave, led by K-Pop, has moved on from music to pop culture and now to an entire industry. 101

Korean Wave

videos on the list of the most viewed clips

Sweden, Mexico and Spain also watched the

stars spread the word about their new

on YouTube. Nobody by Wonder Girls in

music video on YouTube. It’s truly a global

albums and keep fans up to date on what’s

2008 got the ball rolling, and Gee by Girls’

list. This is all thanks to the power of SNS.

going on with them in Korea.

Generation hit the charts in the US and

Big Bang’s new album reached No 7 on

Europe, too. To this day, Gee has been viewed

Billboard’s Heatseekers Albums chart, which

on the activities of fan clubs. Last September,

more than 33 million times on YouTube

tracks titles from ‘new or developing acts,’

when artists of SM Entertainment put on a

alone. YouTube is now serving a launching

and No 3 on the World Albums chart. Last

joint show at the Staples Center in Los

pad for K-Pop artists. With the term

January, TVXQ’s new single, Keep Your Head

Angeles, some 2,000 members of SM Town

‘YouTube Silk Road’ being tossed around,

Down, made it to No 4 on the United World

fan clubs had a spontaneous gathering. And

K-Pop is actively using YouTube to reach out

Chart at the German site Media Traffic.

it all started with a seeming innocuous

to foreign markets. For instance, in October

Neither TVXQ nor Big Bang resorted to

Facebook posting by a 20-something female

2010, SM Entertainment introduced a teaser

direct local marketing, but still achieved

American fan. When that message took a life

clip for the new Girls’ Generation single Hoot

outstanding results, mostly thanks to SNS

of its own, fans decided to get together for a

and then the full music video on YouTube.

and the new Korean Wave.

giant party, taking SM officials by surprise. It

Within two days, these videos attracted 1

Stars and Fans Connected by SNS Through Social Network Service (SNS) such as YouTube, Facebook and Twitter, K-Pop stars are broadening their horizons. This magic service that transcends time and space helps turn Korean stars into global icons.

K-Pop stars can indulge themselves on

SNS also wields a great deal of influence

was also encouraging that while most of the

footage from TV show programs to all corners of the world in real time. Compare, for instance, the situation for TVXQ when it first entered the Japanese market to what the market is like today. TVXQ was virtually unknown in Japan and it

million clicks. That’s almost on par with the

had to hit the streets first to build a name

leading pop artists of the world. Last

for itself. A few years later, Girls’ Generation

September, YG Entertainment put music

didn’t have to do all of that work. The girl

videos by 2NE1 on YouTube and they had 10

group had already secured tens of thousands

million clicks in just two weeks.

of Japanese fans through YouTube, and their

Most recently, Tonight, the lead single off

Wonder Girls recorded a big worldwide (above). Big Bang throwed an exclusive concert, the Big Bang Show, in February 2011 (opposite).

audience was expected to be KoreanAmericans, there were more Caucasians and African-Americans. SNS won’t stop there. Once smartphones and tablet PCs become more widely used,

Facebook, Twitter or me2day, a Korean

the impact SNS will have on K-Pop will be

first showcase drew 22,000 people. The girls

a mini album by Big Bang, was spread

equivalent of Twitter. Today, pop stars see

beyond your wildest imagination. With more

had to hold three shows to accommodate all

around the world through YouTube. It has

Twitter as the most important window of

media platforms, cultural content will

of their fans. It was all thanks to the power

surpassed 3 million viewers, topping the list

communication with fans. And often,

transcend music videos or footage of

of YouTube. With the group’s videos widely

in Korea. It also led all music videos in Japan,

Twitterians with the most followers are

concerts, and dramas and movies —

It took several years for the TV drama Winter

before making it to the program listing just

available, some eager fans began to mimic

enjoyed the most comments, made the most

celebrities. Super Junior boasts a massive

so-called storytelling content — could take

Sonata to find its footing in Japan before

to reach an overseas audience. But K-Pop,

the girls’ dances and produced their own

favorites lists and received the highest

following. Donghae has 320,000 followers,

over. After dramas and films started out the

leading to Yon-sama syndrome. At the time,

which is leading the second Korean wave, is

videos. Those clips also made it to YouTube.

ratings. The video has also fared well in non-

the top among Korean stars. Kim Hee-chul

first Korean wave, the second wave will be all

Korean pop culture contents could only be

spreading across the globe at the speed of

The video for the single Gee by a group of

Asian countries. It was the second-most

has about 284,000 followers and Choi

encompassing of all contents as it turns

moved along the retailing system. Contents

light. The magic that is SNS enables K-Pop

Japanese high school girls was a sensation in

watched music video in Australia, fourth in

Si-won is followed with about 283,000.

global. The K-Pop will be placed on a

had to first reach the market and then be

stars to reach out to their fans all over the

both Japan and Korea.

Hong Kong and Taiwan, and fifth and sixth in

Nichkhun of 2PM has 267,000 people

different pedestal.

New Zealand and France. Fans in India,

following his tweets. Through Twitter, K-Pop

signed on to local broadcasters or agencies 102

world. It also carries K-Pop music videos and

Today, you can easily find K-Pop music

103

Korean Wave

But these programs just might be the tip

played 2NE1, 4Minute, BoA, Girls’

the youth of today mostly listen to Wonder

of the iceberg. On the Internet, you can find

Generation, 2PM, G-Dragon, Super Junior and

Girls, Girls’ Generation, Rain and TVXQ,

a string of websites where you can watch

SHINee.”

among other K-Pop stars. Older generations

Korean programs live and even add your own

Lim Jeong-hee, a stringer in Brazil, said

have caught on and they’ve developed

subtitles. And Korean pop artists are the

Leitura Dinamica, an entertainment program

hottest celebrities. Music programs are there,

on Rede TV, a terrestrial network, played

and variety shows featuring idol stars have

Tonight by Big Bang. “The music video for

in countries like Mexico and Brazil, where

helped show different sides of musicians

Tonight capped off the program after

actual performances are limited, local

behind the stage to fans around the world.

midnight on Feb 28, after a series of world

agencies have turned their eyes to overseas.

Though countries may be divided by their

famous artists were introduced,” Lim said.

Digital music files have narrowed the chasm

boundaries and languages, people in different

The host of Leitura Dinamica said, “Big Bang

between publicity and revenues, and are

countries can enjoy their K-Pop music all the

is the most accomplished group in Asia and

breaking down barriers between countries.

same.

within just two days of the release, the

Through major satellite and cable

group’s new album was an instant hit in

platforms, K-Pop is creating a new Korean

broadcasters are taking greater interest in

Canada and New Zealand.” On this program,

wave in almost real time. The K-Pop fever is

Korean music. Ura Kara, a Japanese TV drama

Drunken Tiger and his wife Yoon Mi-rae

also attracting even more broadcasters. In

starring Korean girl group Kara, has drawn an

greeted their Brazilian fans with fluent

the Middle East and South America, K-Pop is

average of 3.13% ratings over seven shows,

English and Korean.

only just breaking ground. Still, it’s

As K-Pop grows more popular, foreign

which is a quite success in Japanese drama field. What’s really fascinating is a number of

interest in old Korean pop. As K-Pop artists continue to make strides

In Uzbekistan, K-Pop become popular

encouraging to see international audiences

among the Goryeoin, overseas Koreans in the

falling in love with K-Pop. The Korean wave

Soviet Union, according to the stringer Lee

road that K-Pop is paving is delivering

K-Pop-related programs that air outside of

Myung-sook. North Korean songs and

Korea’s culture to television sets all around

Asia. The Korea Foundation for International

dances dominated the air until recently, but

the world.

Culture Exchange keeps track of K-Pop’s popularity through its stringers, and it’s getting some interesting news. Last February, Sans Chichis, a program on

K-POP Music Imagination

Belgian public TV station RTBF, introduced

Korea’s girl group Kara gets a fame overseas, especially in Japan (below). Super Junior is one of the most well-known K-Pop star all over Asian countries (opposite).

SHINee and Girls’ Generation as the leading artists of K-Pop. A reporter named Sophie Frison walked into the studio to the beat of Gee by Girls’ Generation and greeted her audience with, “Annyeonghaseyo,” or “Hello”

K-Pop is heating up the tubes around the world. Korean music programs are readily available in living rooms across Southeast Asia via satellite and American and European TVs are busy promoting K-Pop music, which has carved its niche through the Internet.

in Korean. The panel discussed how stars are groomed and nurtured in Korea. They marveled at the music video for SHINee’s Hello, and one member of the panel proudly claimed to have known long ago of SHINee’s exalted status in Asia.

Music Bank on KBS often runs global events

Bank in real time, at the same hour as

also to American cable channels Comcast

Park Geum-jeong, a Mexico-based

for international audiences. Leading K-Pop

Korean viewers. Korean stations are all

and Cox. Astro, Hong Kong Cable, Star Hub

stringer, said a program on a Guanajuato

artists such as Big Bang, 2NE1, Girls’

available on major satellite and cable

(Singapore), SCTV, Sky Cable, and Sansar TV

local affiliate of Televisa showed K-Pop music

Generation and Kara can connect with their

rotations.

(Mongolia) across Asia. On Astro, the largest

videos. “This program plays dance music and

satellite platform in Southeast Asia, KBS

b-boy routines, targeting young people who

fans in Southeast Asia. Those who are signed

KBS World is providing its programs to

to Astro in Malaysia, SCTV in Vietnam and

Direct-To-Home (DTH) channels such as

programs rank among the top 10 in ratings

are into dancing,” Park said. “Some viewers

Sky Cable in the Philippines can watch Music

Echo Star and Time Warner in the US, and

in 80 countries.

requested K-Pop music, and the program

104

105

Korean Wave

Koreaâ&#x20AC;&#x2122;s young classical artists are sweeping global competitions. With the worldâ&#x20AC;&#x2122;s leading ballet companies beckoning to dancers and major symphonies searching for the next big musician, the country is proving itself a vibrant cradle for young maestros. This new generation of artists is leading the way to success. by Lee Se-mi | photographs by Kim Nam-heon

Taking classics to New Heights 106

107

Korean Wave

t the 14th International Tchaikovsky

when he was 15, receiving international

so-called homegrown “classical kids” (as

the world classical music stage. In

Competition in June, five Korean

recognition for his performance of the

they are known colloquially) has become

addition, the Korean National Research

musicians took home prizes in the

complete works of Maurice Ravel at the

such a talked about phenomenon. Behind

Institute for the Gifted in Arts (KRIGA), a

piano, violin and voice categories. The

Lincoln Center in New York. Violinist

a string of successes at international

stepping stone for many on the way to

competition, held in Russia every four

Chung Kyung-wha, the sister of Chung

competitions are the educational support

KNUA, has helped provide an early

years, has been dubbed the “Classical

Myung-whun, entered Juilliard at 12 and

system and economic growth that have,

education for gifted youth in music since

Olympics,” and the young musicians

quickly became a star when she played a

together, enabled Koreans to foster an

1994. Several graduates from KRIGA

shocked the world with their talent.

Tchaikovsky concerto with the London

interest in art and culture.

later went on to win international music

Soprano Seo Sun-young and bass

Symphony Orchestra. Award-winning

This generation studied at national

competitions.

Park Jong-min won the top prizes in the

soprano Sumi Jo attended the Accademia

institutions whose instructors were the

female and male voice categories. Son

di Santa Cecilia in Rome and sang at the

very same people who had once studied

experience and talent have been vital in

Yeol-eum and Cho Seong-jin placed

world’s top five opera houses as a prima

abroad, and benefited from Korean

helping these young artists. Choi Hyun-

second and third, respectively, in the

donna.

companies that now support the arts. In

soo, winner of the 1990 Tchaikovsky

piano competition, while Lee Je-hye

Professors with a wealth of

short, becoming an artist is no longer the

Competition and the first male ethnic

took third place for violin. Additionally,

Musical Guidance Apart from the

pipe dream it once was, and the field of

Korean singer to win, is now a professor

Son won several Best Performance

rare exceptions, most of Korea’s top

classic arts in Korea is rapidly evolving

at KRIGA. Acclaimed pianist and

awards for her pieces by Rodion

veteran musicians have received their

with the times.

conductor Kim Dae-jin, a professor at

Shchedrin, Rachmaninoff and

and International Chopin Piano

part of the rise of local classical

KNUA, actually taught two of this

Tchaikovsky.

Competition. Using the Brussels win as a

musicians. Each of the winners was

year’s Tchaikovsky winners and also

springboard, Hong is now poised to

educated in Korea, demonstrating that it

Kim Sun-wook, the winner of the 2006

launch her career with New York’s

is no longer necessary for Koreans to

Leeds International Pianoforte

Metropolitan Opera House this month.

receive their musical instruction abroad if

Competition and the first Korean to win

they are to be successful.

the event.

In May, soprano Hong Hae-ran also made news by becoming the first Asian winner of the voice competition at the 7

Queen Elisabeth Competition in

Their accomplishments are

Belgium, one of the world’s top three

extraordinary, and these young artists —

music contests besides the Tchaikovsky

whose ages range from 17 to 28 — are

Cho Seong-jin, who placed third for piano in the Tchaikovsky Competition, performs at the international contest (above). Soprano Hong Hae-ran, winner of the Queen Elisabeth International Competition, listens to Queen Fabiola of Belgium (left). Opposite, from left: Seo Sun-young, Son Yeoleum, Cho Seong-jin, Park Jong-min and Lee Je-hye.

Young musicians are no longer

These steps toward classical independence have been long coming. A

looking west with wistful eyes. To study

number of successful veterans have been

overseas is not a prerequisite to success

paving the way for decades, and past

or even necessarily a stepping stone to

winners of the Tchaikovsky Competition

musical training overseas from an early

include pianist and conductor Chung

age. As late as the 1980s, it was difficult

Competition winners, is currently

helped to study under such excellent

Myung-whun, baritone singer Choi

to get a strong musical education in

studying at Seoul Arts High School. The

teachers who had international

Hyun-soo (also known as Hans Choi),

Korea — a country where Western

other four competition winners studied

experience and at schools with well-

pianist Paik Hae-sun and singer Kim

classical music had not been introduced

at the Korea National University of Arts

organized programs. The only reason I

Dong-seub (also known as Gerard Kim).

until the 1960s — without some form of

(KNUA) and soprano Hong also

was able to win had to do with the

Others have gained recognition both

governmental support. If one wanted to

graduated from KNUA.

groundwork laid by my teachers,” says

Cho Seong-jin, one of the Tchaikovsky

advancing on the global stage. “It really

at home and abroad with their rigorous

become a world-famous musician, the

international touring schedules and

only way to achieve that goal was

wellspring for talented musicians

Son adds, “An artist’s identity comes

overseas activities. Paik Kun-woo, one of

through one’s own network, and

through an education system that focuses

from a sense of originality, and I’m

Korea’s leading pianists, went to the

preferably overseas.

on practice. Since its foundation in 1993,

happy I have developed my own musical

it has given rise to numerous winners on

skills and identity in Korea.”

United States to study at Juilliard School

This is why the recent success of

KNUA has positioned itself as a

soprano Seo. Fellow Tchaikovsky winner

Age of Achievement Over the last four decades, Korean classical musicians have been increasingly distinguishing themselves at international competitions. The following musicians have made their mark at the world’s top classical music events: the International Tchaikovsky Competition, the International Chopin Piano Competition and the Queen Elisabeth Competition.

108

1974 Chung Myung-whun takes 2nd place for piano at the Tchaikovsky Competition, becoming the first Korean to place at the event.

1976

1985

1987

Kang Dong-suk takes 3rd for violin at the Queen Elisabeth Competition.

Lee Mi-kyung takes 5th for violin at the Queen Elisabeth Competition. Kim Chin takes 6th in violin.

Lee Mi-joo places 6th for piano at the Queen Elisabeth Competition.

1990 Choi Hyun-soo (Hans Choi) wins the top prize for voice at the Tchaikovsky Competition (competing for the US).

1991

1994

Paik Hae-sun takes 4th for piano at the Queen Elisabeth Competition.

Paik Hae-sun comes in 3rd for piano at the Tchaikovsky Competition. Lee Kyung-sun comes in 6th for violin.

109

Korean Wave

Fountain of Resources Koreans

classical ballet of the same title and won

KNUA alumnus, has become the first

Active communication with overseas

no longer have to give up their dream of

the prestigious Prix de Lausanne in 2003.

Korean ballet dancer to join Great

ballet companies has also enabled

studying music due to a lack of funds, as

In Russia, Bae Joo-yoon joined the

Britain’s Royal Ballet after winning

Korean dancers to take on new and

major corporate sponsors of the arts are

Bolshoi Ballet in 1996.

second prize at the 39 Prix de Lausanne,

different styles from Russia, as well as

a first for a male Korean dancer. More

the latest trends from Europe and the United States.

stepping in to help. Four of the

Similar to classical music, however,

Tchaikovsky Competition’s winners (Son,

more and more dancers are getting their

recently, Kim Ki-min joined Russia’s

Cho, Lee and Seo) have been the

start in Korea. While both Kang and Seo

Mariinsky Ballet, the world’s top classical

beneficiaries of the Kumho Asiana

studied abroad before joining

ballet company, as the first male Asian

legends in the classical music and dance

Cultural Foundation’s sponsorship

international ballet companies, recent

dancer.

fields. Young artists on the international

program, which has been supporting

star Lee Sang-eun decided to join the

young talent for the last decade. Their

Universal Ballet Company (UBC), one of

and Great Britain’s Royal Ballet are all

homegrown “classical kids” in Korea.

initiatives include scholarships, free

only four professional companies in

stages very much sought after by dancers

Indeed, the country is emerging as a

airline tickets, opportunities to perform

Korea, upon graduating from Korea’s

around the world. It’s a first step for

powerful source of classical arts with the

and free instrument rentals.

Sun Hwa Arts High School.

Korean ballet dancers to adorn the global

continuing growth of education and

stage,” says KNUA dance professor Kim

resources. Just as with K-Pop and the

Sun-hee.

Hallyu Korean wave, unwavering

Kumho accepts new musicians into

Though Lee, a past winner of the

its sponsorship program twice a year, in a cutthroat competition in which over

Grand Prix Award at the Seoul senior categories.

200 aspiring musicians apply. To date,

Sim Hyun-hee and Yang Chae-eun

“Mariinsky, the Dutch National Ballet

International Dance Competition and a

produced other legendary dancers such

silver medalist at the Shanghai

Rise to Success How did Korean

ensure promising young talents continued success.

support and investment are needed to

shared the top spot in the senior section,

as Vaslav Nijinsky and Anna Pavlova.

International Ballet Competition, later

ballet become so competitive? The

from the program.

while Sim took top honors in the pas de

“Since the competition, there has been a

left the UBC, it is remarkable that she

educational groundwork was laid in the

deux with Kim Hyun-woong, a former

lot of inquiry about the Korean artform.”

began her career entirely domestically.

1980s and 1990s when

Earlier this year in May, Lee danced one

several ballet

a KNUA alumnus. Jung Ga-yeon and

10 Koreans who dance as prima

of the leading roles in La Bayadère with

institutions opened in

musicians. Korean Leeds winner Kim

Choi Ye-lim jointly won the first prize in

ballerinas and soloists at some of the

the Dresden Semperoper Ballet.

Korea, one after

received financial and administrative

the junior category. Na Dae-han finished

world’s major ballet companies. Kang

support from 2005 to 2008, and has since

second in the same section. In the student

Hyo-jung, a dancer with Germany’s

joined the Paris Opera Ballet in August,

the Universal Ballet

signed with Askonas Holt, an

category, Lee Sun-woo took the top prize,

Stuttgart Ballet, was promoted to

while classmate Choi Young-gyu joined

Company in 1984, then the

international arts management company

with Lee Goh-eun and Lee Soo-bin tying

principal dancer after her debut as Juliet

the Dutch National Ballet in May. Park,

Culture School of Korea

whose client list includes the likes of

for second place, and Jun Joon-hyuk

in Romeo and Juliet, a performance in

in particular, is the first Korean ballerina

National Ballet in 1993 and lastly

Sumi Jo, Chang Han-na and Chung

taking third.

which she received 12 curtain calls. Kang

to enter the ranks of the French company,

the Dance Division at KNUA in 1996.

joined Stuttgart after winning a prize at

following in the footsteps of former-

The level of education has been

ballet because it was the first time our

Switzerland’s Prix de Lausanne at 16 and

company member ballerino Kim Yong-

enhanced as dancers from world-class

Dare to Dance Korean ballet dancers

country had joined the competition. We

has danced as a soloist with the company

geol, now a professor at KNUA. While

ballet companies such as Bolshoi and

are rapidly making their mark on the

were able to show that Korean ballet is

for the past years after dancing with the

studying at KNUA, Park won the top

Kirov have returned to Korea as

world stage as well. Ten students from

indeed of a quality high enough to win at

corps de ballet.

prize at the Lausanne competition in

professors and instructors.

the KNUA dominated the 6th

a major international competition,” says

International Dance Competition “Sicilia

Kim Sun-hee, a dance professor at

Hee became the first Korean soloist at

at Bulgaria’s International Ballet

improved greatly as their overall

Barocca 2011” held in Modica, Italy, in

KNUA. Kim herself graduated from the

New York’s American Ballet Theatre. She

Competition Varna in 2009.

physical condition strengthens and the

well-known Vaganova Ballet Academy in

debuted as Giselle in the popular

the Daewon Cultural Foundation, which specifically supports classically-trained

member of the Korea National Ballet and

Myung-whun.

“There was a lot of interest in Korean

July, winning in the junior, student and

Across the globe, there are more than

On American shores, ballerina Seo

Park Sae-eun, a student at KNUA,

2007, following it up with a gold medal

Furthermore, Han Sung-woo, also a

another. It started with

Experts say Korean dancers have

educational system here becomes better.

1995

2002

2005

2007

2008

2009

2010

Park Jong-hwa takes 5th for piano at the Queen Elisabeth Competition.

Kim Dong-seub takes 3rd for voice at the Tchaikovsky Competition. Lim Dong-min comes in 5th for piano.

Kwun Hyuk-joo takes 6th for violin at the Queen Elisabeth Competition. Brothers Lim Dong-min and Dong-hyek tie for 3rd place at the International Chopin Piano Competition.

Lim Hyo-sun takes 5th for piano at the Queen Elisabeth Competition.

Cho Eun-hwa wins the composition category at the Queen Elisabeth Competition.

Jeon Min-je wins the composition category at the Queen Elisabeth Competition. Kim Su-yeon places 4th for violin and Yoon So-young takes 6th.

Kim Tae-hyung takes 5th for piano at the Queen Elisabeth Competition and Kim Da-sol takes 6th.

110

stage are presenting hope to future

St. Petersburg, Russia, which has

roughly 1,000 people have benefited Another noteworthy music sponsor is

Koreans are creating their own

Park Sae-eun is the first Korean ballerina to join a French company (opposite). Seo Hee is one of Korea’s leading dancers (left).

2011 Soprano Hong Hae-ran becomes the first Asian to win the Queen Elisabeth International Competition for voice. Soprano Seo Sun-young and bass Park Jong-min sweep the top voice prizes at the Tchaikovsky Competition. Son Yeoleum and Cho Seong-jin place 2nd and 3rd for piano and Lee Je-hye takes 3rd for violin.

111

Korean Wave

Han Dong-il, one of Korea’s most wellknown pianists, made his debut at Carnegie Hall.

learn to become a composer. Yun excelled in

Juilliard with the possibility of studying under

applying elements of Korean traditional

the renowned Armenian violin teacher Ivan

music to the Western musical scale. For

Galamian. In 1967, she entered the

instance, he would use the gayageum, a

prestigious Leventritt Competition along

12-string zither, as vibrato, or apply the

with fellow alumnus Zukerman. The two

singing styles of Korean traditional minyo or

ended up tying for first place as the jury

pansori to the cello or violin. His works

couldn’t select a single winner between the

include operas like Sim Tjong (performed at

two.

the opening ceremony of the 1972 Summer Olympics) and orchestral music such as Silla. When a feeling of helplessness

Pioneering Classical Artists The Korean arts have undergone dramatic changes in the nation’s tumultuous modern history. In less than a century, Korean classical artists have soared to the top of their respective fields internationally. This remarkable growth seen by today’s musicians and dancers was made possible due to the hard work and sacrifice of the generations that came before.

By the early 20th century, Western classical

after learning to play the cello in Japan and,

became his assistant conductor. By his 40s,

music had only barely begun to trickle into

after realizing that Koreans had borrowed a

Ahn had already conducted over 200

Korea. The few that heard it were quickly

foreign song as their national anthem,

orchestras, including the Royal Philharmonic

taken with its unfamiliar melodies, inspiring

decided to write one himself. Aegukga would

Orchestra, the Budapest Symphony

musicians to venture into the genre.

become the first piece of original Korean

Orchestra and the Los Angeles Philharmonic.

A notable Korean composer from that period is Ahn Eak-tai (1906-1965), the

music written and released overseas. In 1936, Ahn moved to Europe, where he

Chin Un-suk, a Germanybased Korean composer, is a contemporary pioneer.

starts with Kang Sue-jin (1967-present). A role model for many aspiring dancers, the

dominated a post-war Korea, celebratory

modifier “the first” seems to follow Kang

news of 14-year-old Korean pianist Han

everywhere she goes, as she was the first

Dong-il’s debut concert at Carnegie Hall on

Asian to win the Prix de Lausanne and the

April 28, 1956, was joyously welcomed by

youngest dancer to join the Stuttgart Ballet.

Koreans. In 1962, he was invited to John F

She alone put Korea on the world map of

Kennedy’s White House to play Franz Liszt’s

ballet.

Mephisto Waltzes and Debussy’s Reflets dans

In 1993, Kang was asked to dance the

l’eau. Three years later, he won the 24th

lead role in Romeo and Juliet in celebration of

Leventritt Competition, making Han the first

the work’s 30th anniversary. In 1999, she won

Korean to have won an international classical

the Prix Benois de la Danse, the veritable

music competition.

Oscars of the ballet world, and in 2007 was

Along with Pinchas Zukerman and Itzhak

bestowed the title Kammertanzerin (Royal

Perlman, Chung Kyung-wha (1948-present) is

Court Dancer), an honor only given to four

one of the most respected violinists in the

people in the 50-year history of Stuttgart

world. Her success became an inspiration for

Ballet. Both were firsts for Asians.

many young Korean musicians, especially after she was awarded a full scholarship to

Ahn Eak-tai is one of Korea’s first conductors (opposite). Ahn conducts an orchestra (below). Pianist Paik Kun-woo, based in Paris, is another internationallyrecognized musician.

Yun I-sang (1917-1995), born 11 years after Ahn, was one of Europe’s leading

creator of Aegukga, now the national

learned to conduct from some of the great

musicians in his day. Today, he is seen as

anthem of South Korea. The first Asian to

maestros of his day, such as Bernhard

someone who bridged Eastern and Western

conduct the Berlin Philharmonic Orchestra,

Paumgartner and Zoltán Kodály, in Germany,

music, helping open a new era in the history

Ahn was also the first Korean to study

Hungary and Austria. Later, he met with the

of world music. After studying music in

conducting. He headed to the United States

world-famous composer Richard Strauss and

Japan, Yun moved to France and Germany to

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Composer Yun I-sang is known for integrating traditional music with classical.

The history of Korean ballet overseas

Conductor and pianist Chung Myung-whun directs the Seoul Philharmonic Orchestra.

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Korean Wave

Animation Department was invited to Switzerland’s Fantoche Animation Film

KNUA Graduates who Placed at International Competitions

Music Dance

Festival in 2007, along with the Royal

Academy of Fine Arts in Antwerp, Belgium, and Italy’s National School for Cinema,

the stars of knua Korea is turning heads as its most talented young artists sweep international classical music and ballet competitions. At the center of this success is Korea National University of Arts (KNUA). Arguably the most influential national arts school in Korea, KNUA was established 18 years ago as a cradle for classical education that focuses more on actual practice than mere theory.

which has, in essence, been unofficial recognition that KNUA is one of the top four animation education centers in the world. At the same time, KNUA is vastly different from most other arts universities in

2006

2007

2008

spend up to 10 years helping one child hone

perform at the Lincoln Center or Carnegie

practicing. The school chooses a select few

their skills. From 2011, it has also become an

Hall, or winners of international

new students every year, with an educational

educational center for teachers of gifted

competitions, are all world-leading artists. At

program focused on private lessons, group

children, making full use of KNUA’s

the same time, those who perform in a small

discussions and field training. Students also

accumulated expertise and know-how.

town and can capture the value and beauty

have a number of opportunities to perform their work. The admissions process is also centered

“KNUA’s educational programs produce world-renowned artists under a vision of important for artists to express the values of

student’s current skills are balanced against

society through their art, and to become a

their potential. A practical examination and

leader in the art world, one should

past school transcripts are considered too.

understand the importance of people’s

relatively inexpensive and still manages to

changed in principle, however, as he still

offer excellent facilities, with generous post-

the institution most responsible for

Competition in June, all of whom were

cinematographer Lee Seong-jae, art director

focuses on the beauty of humanity and

graduate support. For example, music

heightening the nation’s arts, KNUA’s vision

educated in Korea. The most interesting

Lee Min-bok and director Na Hong-jin.

believes that education lies in the challenge

students are given 92 private practice rooms

is clear and simple. As Park puts it, “KNUA’s

aspect of their success is that they each

Emerging director Yang Hyo-joo, another

of uncovering people’s true talents.

and chances to perform over 140 times

vision is to foster beautiful artists, ones who

performed Western classical music with a

KNUA graduate, won the Silver Bear Award at

annually, on different stages that include an

can help make others happy. Musicians who

Korean spin.

the Berlin Film Festival this year for her short

schools in the world, from Juilliard School to

ensemble room, a percussion room, an opera

film The Unbroken.

the Royal Academy of Dramatic Art, they are

recital room, a large-scale orchestra hall and

all separate institutions that focus on one

KNUA Hall. Upon finishing school, KNUA

government established KNUA with the

major field. KNUA, however, has six different

graduates frequently get jobs at art

(KNUA), and the 6th International Dance

intention of focusing on training and

subdivisions: music, dance, drama, film and

organizations or launch careers as

Competition “Sicilia Barocca 2011” was

practicing, as it was determined to have

multimedia, visual arts and Korean traditional

professional artists. As of 2010, 5,222 men

similarly dominated by 10 KNUA graduates.

Korea play a leading role in arts and culture

arts.

and women had graduated from KNUA, with

In addition to classical music and ballet,

in the 21 century,” says KNUA president

students from this national arts school are

Park Jong-won.

finding success in fields spanning from theater to moviemaking and animation. Many KNUA graduates took part in the production of the movie The Chaser, an edgy

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As a former film director, Park is an artist

In 2007, KNUA’s Department of Architecture acquired international certification from the Royal Institute of

2,684 of them (51 percent) gaining employment in the arts. KNUA tries to find gifted children as early

himself. He is known for his works Our

British Architects (RIBA), the first time this

as possible, in order to focus on nurturing

Twisted Hero and The Eternal Empire, and had

certification had been awarded to a school in

creativity from as early an age as possible. In

an active career in film until he became a

a non-English-speaking country. The

some cases, KNUA’s Art Talent Center will

important.”

inherent abilities,” Park says.

Cannes Film Festival in 2008, including

the Korea National University of Arts

of life through their art are no less

nurturing creative professionals. It’s

on practical aspects to the arts, whereby a

at the 14th International Tchaikovsky

2011 (until June)

expertise with a focus on training and

Five young Korean artists took home prizes

“More than anything else, the

2010

Korea, as it has established a curriculum of

In addition, the school’s tuition is

Four out of the five winners from the

2009

These statistics show the number of graduates and current students from the Korea National University of Arts (KNUA) that placed at international music and dance competitions. They include combined statistics from the music and dance departments of KNUA.

professor at KNUA in 1995. His work has not

prestigious Russian competition were from

thriller that made it to the final round of the

Although there are many great art

As Korea’s only national art school, and

Park Jong-won, president of the Korea National University of Arts, speaks with KOREA in his office (opposite). Students practice Korean traditional instruments to perform Gugak (traditional music) at KNUA (above). KNUA is the only national arts university in Korea, and has six major departments, including drama (left).

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Sports and Arts

In the world of sports, Korea is no longer an underdog. Already renowned for its remarkable economic growth in the aftermath of the Korean War (1950-53), Korea has increasingly proven itself as a sporting power, too. In South Africa this year, the small peninsula nation will be competing in its seventh consecutive World Cup and, around a year ago, took second place in the World Baseball Classic. At the most recent Vancouver Winter Olympics, Korea took gold medals in speed skating and figure skating to achieve an impressive fifth-place overall finish. In addition, Korean athletes consistently score big wins in both men’s and women’s golf. Here, KOREA meets some of the country’s most talented sports stars, whose success has swept through the nation on a wave of adulation. by Jeong Se-yeong

Kim Yu-na, 2010 Winter Olympic champion in ladies singles figure skating

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Gold medalist Mo Tae-bum competes at the Vancouver Winter Olympics (opposite). Kim Yu-na, gold medalist in ladies’ singles figure skating, reacts to the crowd (above left). Team Korea poses with their medals (above right). Gold medalist Lee Seung-hoon is lifted onto the shoulders of his fellow athletes at an awards ceremony (below).

t this year’s Vancouver Winter Olympics, Korea claimed six gold, six silver and two bronze medals

to accomplish its best ever finish. As Korea’s athletes repeatedly prevailed against sporting powerhouses from Europe and North America, the international media hailed a remarkable achievement by a country that had traditionally been a winter sports minnow. As much as these results triggered pride in a jubilant home nation, the success will be felt in more lasting ways. According to the Korea Sports Promotion Foundation, the economic ripple effect of the Olympics is approximately 6.5 trillion won (US$57 billion), while the Samsung Economic Research Institute (SERI) predicts that the 2010 Vancouver Winter Olympics will generate about 20.2 trillion won (US$17.8 billion) worth of promotional benefits for Korea. victory in vancouver Though Korea had tasted gold at previous Winter Olympic events, prior to the 2006 Turin Games they all came via short track, which earned the country the rather unflattering epithet of “The Short Track Republic.” Desperate to shed their reputation as a winter sports one-trick pony, Koreans all over the country were willing their team to bring back medals in other events this time around. Their prayers were answered. Right at the beginning of the Vancouver Games, 22-year-old Lee Seung-hoon won silver in the men’s 5,000m speed skating event. As well as being a delight for his fans, Lee’s victory was also a considerable surprise: in a sport traditionally 118

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dominated by the European racers, Lee’s medal was the first won by any Asian in speed skating events of 5,000m or longer. But Lee had more surprises up his sleeve. On February 24, in an event he had competed in just twice before at the international level, Lee stunned the skating world by winning gold in the 10,000m speed skating event, after all-time favorite Sven Kramer was disqualified for a lane violation. The silver and bronze medalists who shared the podium with Lee Seung-hoon celebrated the arrival of a new champion by hoisting Lee on their shoulders. As hoped, Korea continued its winning streak in its traditional stronghold, short track. In the 500m women’s and men’s speed skating events, Lee Sang-hwa and Mo Tae-bum won respective golds, marking the first time in the history of the sport that skaters from the same

Speed skater Lee Sang-hwa carries the Korean flag at the Vancouver Winter Olympics (opposite). Cha Bum-kun was the first footballer to advance overseas (above left). Footballer Park Chu-young plays for AS Monaco (above right). Park Ji-sung, who plays for Manchester United, is the captain of the South Korean national team (below).

country were victorious in both events. On top of being gold medal winners, Lee Seung-

Nevertheless, Korea’s greatest triumph came with the

hoon, Mo Tae-bum and Lee Sang-hwa share deeper

girl the Korean press were to dub “Queen Yu-na.” In two

bonds. All hail from Korea National Sport University and

near-perfect rounds of jumps, pirouettes and ornate hand

are close friends. All three are recognized at the top level

gestures, Kim Yu-na blew away her closest rival with a

of skating despite coming from very modest

record-breaking score of 228.56. Hillary Clinton, the U.S.

backgrounds. After failing to make the short track team

Secretary of State, said she stayed up well into the night

last year, Lee Seung-hoon was so short of money that he

to watch Kim’s performance, which she described as

had to borrow skates to practice speed skating. Mo, a

“extraordinary.”

picture of happiness at the ceremony, had been the

Indeed, Korea’s overall performance stunned the

archetypal bad boy in his teenage years, choosing to ride

sports world. “I’m sure I could sense a hint of envy when

his motorbike rather than study or even train sports.

overseas journalists asked me how such a small country could have done so well,” said Park Sung-in, the Korean

life changing moments As for Lee Sang-hwa, the

team’s captain. “But as well as being a great measure of

hardships she had overcome made her a symbol of hope

pride, Korea’s excellent performance in Vancouver has

for many back in Korea. With so little money in her

greatly boosted our chances of hosting the 2018 Winter

family, Lee’s brother had been forced to forgo his own

Olympics in Pyeongchang.”

dreams of skating glory so that Lee herself could

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continue with her training. Lee’s parents, too, made

The Park Ji-sung Effect But as much as Korea’s

tremendous sacrifices for the success of their daughter,

recent success may have appeared to have come out of

and Lee never forgot the debt of gratitude she owed

nowhere, it is in many ways a culmination of ever-

them. Aged 12, she wrote her parents a letter saying, “If I

increasing sports prowess stretching back several

become a successful skater, I’ll buy you everything from

decades. The story largely began in 1978, when Cha

a washing machine and a gas stove to a fridge.” Later on,

Bum-kun, the first Korean athlete to make it big

Lee demonstrated her burning ambition with an entry in

overseas, began his career in the Bundesliga, the top

her diary that read, “I want to be famous. I want to be in

league in German soccer. Scoring 98 goals in 308

the news. I want to make the national team.” And, as her

appearances with Eintracht Frankfurt and Bayer 04

big day approached, Lee marked it on her calendar with

Leverkusen, and 55 in 121 games for the Korean national

the simple words “Life-Changing Moment.”

team (still a record), Cha was later named “Asia’s Player 121

Sports and Arts

120 wins (95 losses) and a 4.35 ERA. He needs only four more wins to become the Asian pitcher with the most wins in history. With news of his victories streaming in from the United States, Park helped provide the Korean public with hope and courage amid one of its darkest hours in the modern era, the Asian Financial Crisis of 1997-1998. Since then, several Korean baseball players have since followed Park into the Majors, such as, Choo Shin-soo (27, Cleveland Indians) who is now a member of the 20-20 club (20 homers, 20 steals), and who finished the 2009 season with a .300 batting average, the first Asian baseball player to accomplish this feat in the Majors.

The South Korean national football team pose before the test game against C e d’lvoire (above left). Chu Shin-soo finished the 2009 season with a record batting average (above right). Pitcher Park Chan-ho is the first Korean player in major leagues (below).

The SE-RI KIDS In the world of gold, Pak Se-ri has had similar success on the fairways. Since turning pro in of the Century” by the International Federation of

1996, she has won 30 events, including the Korean LPGA

Football History and Statistics (IFFHS).

Tour, as well as victories in majors, the McDonald’s

Though several Korean football players since Cha

LPGA Champion-ship and the U.S. Women’s Open. In

have plied their trade overseas, none came close to

November 2007, at the very young age of 29, she was

repeating his success until Park Ji-sung. A star of the

inducted into the World Golf Hall of Fame.

national team that stormed all the way to the semi-finals

Her outstanding performances over the years has

during the 2002 Korea-Japan World Cup, Park followed

inspired a new generation of Korean golfers.

then national team manager Guus Hiddink to the

Affectionately dubbed “Se-ri Kids,” these golfing

Netherlands, where the pair worked together at PSV

proteges are now growing to dominate the LPGA. As of

Eindhoven. Thriving in his new environment, Park was

2009, Korean women have won 88 tournaments on the

an integral part of a team that reached the semi-finals of

LPGA. On the men’s side, Yang Yong-eun wrote himself

the 2004-2005 UEFA Champions League. It was this run

into the record books in 2009 when chasing down Tiger

that brought Park to the attention of his next club, and

Woods to become the first Asian to win the PGA

one of the biggest teams in the world, Manchester

Championship.

United. Today, players such as Park Chu-young, Lee Chung-

Yang Yong-eun is the first Asian golfer who won PGA championshop (above). Pak Se-ri is one of the most famous and successful Korean golfer who actively plays in both of Korea and the US, who has won 30 events in total (below).

In fact, the most encouraging part of Korea’s growing sport’s prowess is that the generation of athletes inspired

yong and Ki Sung-yong — who play, respectively, for AS

by the likes of Park Ji-sung and Pak Se-ri, who are only

Monaco in France, Bolton Wanderers in England and

29 and 32, respectively. The new, young wave of Korean

Celtic in Scotland — are making their mark in some of

sports stars exude a confidence and fearlessness often

Europe’s top leagues. And they are, in large part,

absent in their trailblazing predecessors. Dubbed the

beneficiaries of the “Park Ji-sung Effect.” “In a way,” said

G-generation (due to their being born in the “global

a Korean sports agent working in Europe, “the fact that

era”), these youngsters point to a bright future — a

Park Ji-Sung is playing for Manchester United is more

future where Korea becomes acknowledged, not for its

influential in opening up Korean sports to the rest of the

sporting upsets, but for a consistent, exhilarating run of

world than the 2002 World Cup was.”

success.

On the other side of the Atlantic, Park Chan-ho, now a pitcher with the New York Yankees, has played a major role in boosting the image of Korean sports since joining the Los Angeles Dodgers back in 1994. As of 2009, he had

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“I’m dying for a sleep,” says Lee Kyou-hyuk,

preferred just to run away. “I never felt I was

Olympic Games. I don’t know when it will

as our interview commences. Given his

actually outskated in the races by the

happen exactly, but I’m confident my last

punishing schedule since returning from

younger athletes,” he says. “But in Vancouver

Olympics will be as a coach.” For Lee Kyou-

Vancouver — a seemingly endless

I think I lacked the tenacity to overcome the

hyuk, Vancouver was definitely not the end

procession of TV shows, receptions and

huge amount of stress I was facing and to

of his Olympic journey.

interviews — it is a testament to his

fully concentrate on the task at hand.”

dedication and good nature that he has managed to show at all. Though team Korea excelled in

by Jin Jung-eon

enjoying their time at the Games. “Even though this was my fifth Olympics, I’ve

speed skaters, failed to break his medal duck.

never been able to enjoy the experience. I

At his fifth consecutive Olympics — a series

don’t think I know how to enjoy them,” Lee

that began in 1994 at Lillehammer — Lee

says. “I always thought that you couldn’t win

came 15 in the 500m and ninth in the

a medal if you stopped and relaxed. I

1,000m events. Given his success in other

believed that I had to compete in the

competitions, sports fans throughout Korea

Olympics with total intensity. I guess that

were aching for him to win a medal that his

approach got in the way of my ability to

dedication surely warranted. But it wasn’t to

perform.”

be. At a press conference in Vancouver, Lee

Asked about the future, Lee says he isn’t

said simply, “It’s sad to compete for

ready to quit just yet. “To be honest, I’d like

something that is unattainable.”

to skate a little longer, not because of my

“Although I was disappointed that I failed

desire to win a medal, but because I want to

to win a medal, it was uplifting to receive

end my career as a professional skater on my

such tremendous support,” says Lee. “It felt

own terms.” There will be no more Olympics,

good to have my entire career as an athlete

though. “I wish I was four years younger and

recognized.” Indeed, such was the attention

had one more shot. But I know I’ll be too old

he received, he says he now feels a little

for the Olympics four years from now.

guilty for deflecting the limelight from some

Perhaps I can compete in my own mind.”

of his younger teammates who had actually

Lee Kyou-hyuk, 32, is a legend in Korean speed skating. Over the past decade and a half, he competed in five consecutive Winter Olympics, making his name synonymous with the sport. Yet, despite a string of great achievements in world championships, Lee never managed to land an Olympic medal. A streak that, sadly, he was unable to break at the Vancouver Olympics this year. But his passion and refusal to give up have inspired and moved sports fans throughout the country. Today, KOREA salutes Lee Kyou-hyuk.

younger teammates, who were clearly

Vancouver, Lee, one of Korea’s greatest ever

the ups and downs of a five-time skating hero

During the Olympics, Lee envied his

won medals.

“Whatever I do,” Lee says, “I would like to be with my fellow athletes at the next

Before the Olympics, Lee had scored a second place finish in the 500m and a third in the 1,000m events during the International Skating Union (ISU) World Cup season. Expectations grew further when he won the World Sprint Championships in Japan in January. So why couldn’t he reproduce this form at the Olympics? “I anticipated the pressure of the Olympics in advance and never stopped preparing for it,” he says. “However, when it came to the races, I couldn’t perform at the same level I’d been practicing at. I think I was overwhelmed by the notion that this was my last chance.” As a result, so nervous was Lee before the 500m race, he says he would have

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Sports and Arts

profile in world soccer in

of dreamers. Inspired by Korea’s success at

recent years. Today, a slew of

the soccer World Cup, the Olympics and

local boys ply their trade at

assorted world championships, an army of

some of the world’s most

children has swarmed to parks, pitches and

famous clubs, including Park

“I want to fly on ice!”

rinks in an attempt to emulate their heroes

Ji-sung at English titans,

When asked why she likes figure skating, 8-year-old Eun-

and eventually claim sporting glory for their

Manchester United, and Ki

country. Though still very young, these kids

Sung-yong at Scotland’s

boast a passion and dedication that would

Celtic.

put most adults to shame. Yet for all the new waves of interest now,

by Seo Dong-cheol | photographs by Kim Hong-jin 126

student at Donam Elementary School

seo doesn’t hesitate. “The ice feels just like the sky,” she says. “If I could skate across the sky, it would definitely be like flying.” Eun-seo stepped into ice skates for the first time at the

Hong Myung-bo, captain of Korea’s national team

age of six, during a winter visit to an arena at a hotel in downtown Seoul. She may scarcely have been able to skate upright that day, but she couldn’t

during the 2002 World Cup,

have enjoyed it more. Harboring dreams

already having a sizeable pool of talent,

runs two soccer schools: one

ever since of becoming a figure skater,

assiduously developed from early childhood.

in Seocho-gu, Seoul, the

Lee Seung-hoon, who at the Vancouver

other in Suwon in Gyeonggi-

ever.

Olympics became the first Asian to win the

do Province. Hong oversees

She has already made tremendous

men’s 10,000m speed skating, learned his

the tuition of some 450

skills at Lila Elementary School, which is

students at his academies,

renowned for its skating classes. Lee Sang-

including, with an

the basic level of figure skating, an

hwa and Mo Tae-bum, who won respective

undoubted touch of family

achievement that usually takes most students

golds in the 500m women’s and men’s speed

pride, his own sons. Hong’s schools pride

Elementary School, which runs trial skating

themselves on their non-

classes for all its students. From this nurtured

elitist approach, and focus

beginning, promising youngsters are chosen,

on creating an atmosphere

groomed, and turned into tomorrow’s

where kids can enjoy

champions.

learning soccer skills free

However, with the recent success of Kim

From skating, soccer and golf, to baseball, archery and swimming, potential young Korean athletes are displaying their skills like never before. With dazzling performances in pro sports around the world, Korea’s international sports stars are bright beacons for the country’s children, filling them with equal hopes of making it big one day. Here, we meet some of the youngsters who dream of becoming the next Kim Yu-na or Park Ji-sung.

Interview with Ju Eun-seo, Korea University Arena/Grade 2

Korea’s recent success was the result of

skating events, are graduates of Eunseok

reaching for the stars: korea’s new wave of sports hopefuls

mini interview

As of late, Korea has spawned a generation

the recent success of Kim Yu-na has made little Eun-seo even more determined than

progress, as her skating teacher would attest. After just eight weeks of training, Eun-seo passed

upward of six months. “The axels are the toughest,” she says, “but I want to try hard and do triple axels and skate beautifully like Kim Yu-na.” Not yet 9-years-old, Eun-seo is like a tiny bird learning to fly on skates — in a sky made of ice.

from other pressures. And

Yu-na, who chalked up world record scores

those who take

while enroute to figure skating gold this year,

seriously are

skating’s popularity has gone into overdrive.

here too.

“We have a special advanced class for their soccer more very welcome

kids who want to become professionals,” says Park Seung-hyeon, who manages one of the academies. “Today, we have 55 kids who

Jeon Hyo-jeong, who teaches at Kim’s

are all training hard to become the next Park

occasional practice rink at Korea University

Ji-sung, Ki Sung-yong or Hong Myung-bo.”

in Seoul, says they have been getting three

While facilities and opportunities have

times as many calls asking about skating

improved tremendously, the final arbiter of

classes since the Vancouver Olympics.

success is the work, sweat and occasional

“We now teach around 20 kids, which is

tears of the aspiring athletes themselves.

more than double the number we had before

And whatever their level, and whatever their

the Olympics,” Jeon says. “Some of them are

game, these future sports stars — thanks to

accompanied by their parents, but there are

Korea’s avalanche of sporting success — are

also a lot of middle school students who

more inspired than ever before.

come on their own.” International success has bred enormous interest in soccer, too. Beginning with Korea’s sterling run at the 2002 FIFA World Cup, Korean players have enjoyed a much higher 127

Sports and Arts

Korea’s

Non Verbal

performance In the late 1990s, a new genre was born in Korean theaters. Though the name initially sounded, within 10 years “non-verbal performances” grew up to become a central pillar of Korean theater. It introduced the world, and much of Korea, to the dynamism of the people and modern culture. Now, a successful decade later, non-verbal performance continues to expand the possibilities for performing art. by Jang Say

A typically boisterous scene from Nanta .

128

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Sports and Arts

t can last anywhere between an hour

unknown in Korea. For this reason,

and 90 minutes. For that time, all you

neither the producers nor the

can hear from the stage is the sound of

audiences really knew how it would

heavy breathing, Korean words and

go across. But within just a few

occasional shrieks. Some of the words

performances, word of mouth about

are then translated into English for the

Nanta had reached fever pitch, and

benefit of foreigners in the audience.

the show became a smash hit.

But as for dialogue, that’s pretty much

From the beginning, audiences

it. All the rest of the hilarity comes via

marveled at this enthralling new

the actors’ motions, outlandish facial

genre, with many returning to see it

expressions, and interaction with an

time and again. “I’ve never seen

invariably game audience.

anything like this,” became the

In what has come to be known as

standard refrain. If you asked them

“non-verbal performance,” the actors

what it was about, they’d often reply

communicate in a wordless language,

that the story wasn’t really the point.

making it possible to reach out to all

The main characters in Nanta are

cultures and appeal to audiences

a master chef who can’t face up to

around the world. Because the

his manager, a male chef who tries to

performances are inspired by elements

rely on his sex appeal rather than his

of traditional Korean culture, that

cooking, and a female chef whose

communication retains the ability to

youthful looks belie a deep inner

teach foreign viewers about Korea itself.

strength. While working in their

Here, we meet the people who took

kitchen one day, the manager bursts

this distinctly Korean, yet profoundly

in and gives them just one hour to

universal form, beyond national

prepare for a previously

borders. We also get a sneak peek of

unannounced banquet. Worse, he

upcoming non-verbal shows and delve

saddles them with his

into what the future is.

troublemaking nephew. In the

Cast members from Nanta play with fire (opposite top). It doesn’t take long to work out why this show is called Jump (opposite bottom). Nanta ’s spirit comes from rhythms played in unlikely settings even on chopping boards (above, below). Jump keeps the audience laughing from the beginning to end (bottom).

ensuing melee, the chefs dash The Legend OF Nanta In Korean,

around the kitchen, clattering pots,

Nanta means “to strike violently,” but

banging drums, and chopping food

today, the word has become

in time to pulsating rhythms.

synonymous with the smash-hit show

Through it all, as they rush to get

of the same name. Before Nanta

everything done, the nephew causes

debuted in 1997, the most popular

all sorts of mishaps, bringing the

Korean shows among foreigners were

three chefs no end of comic anguish.

pansori, or traditional narrative song,

Throughout the action, hardly a

and gugak, Korean classical music. There

single word is uttered. Yet the

were, of course, successful modern

audience is often doubled up with

plays or other non-musical

laughter, a sense of tension growing

performances, but thy were almost

palpable as the deadline nears. With

entirely limited to speakers of Korean.

only five actors on stage, Nanta packs all the dynamism of a show

So when Nanta came along, it caused a sensation. Apart from conventional dance performances and mimes, shows without dialogue were completely

with a cast 10 times its size. With rhythms borrowed from the traditional Korean percussive form 131

Sports and Arts

Nanta, says that it had

given a distinctly theatrical spin.

lines and try out slightly different

that year’s 2,050 shows by The

shockwaves through theaters in Korea

international markets in

Drawing on taekwondo and the lesser-

moves. This keeps the performance

Scotsman newspaper. The show has

and around the world. It was a breath of

mind from the outset, and

known martial art taekkyeon, Jump

fresh and interesting, prompting

since enjoyed an illustrious, if short,

fresh air for a dance world that had, in

the show continues to play

throws in acrobatics, dance moves, and

spectators to return for repeated

history: it has played 40 times on

some countries, seemed to run out of

to packed houses overseas.

slapstick to create a form that producers

viewings.

Broadway, drawn more than 800,000

new ideas. It became a social and

To satisfy enthusiasm,

refer to as “extreme martial arts.” The

viewers in four years; and will take up

commercial phenomenon that even

PMC now plans to build a

fluid, creative yet graceful, nature of

numerous and often unfavorable

residency in a special theater in Beijing

business figures and politicians paid

resident theater for Nanta

these moves is a constant throughout

comparisons with foreign martial arts

this October.

attention to. President Lee Myung-bak,

somewhere else in Asia, as

the entire show.

shows, but as time went by, it gained

well. None of this has

A scene from Jump features dynamic martial arts performances (above). Fanta-Stick combines non-verbal performance with Korean classical music, gugak (opposite).

samulnori, Nanta’s drumbeats provide

“In the middle of the night, two

In its early days, Jump received

Initially derided as little more than

the prime minister, cabinet ministers

recognition for being something entirely

coarse street culture, b-boys are now at

and legislators have all attended the

detracted from a focus on

thieves climb over the fence of a home,

unique. In a run that has continued

the forefront of Korea’s performance

show, as have leaders in education and

the domestic market. PMC

only to discover that they’ve run into a

virtually unbroken since its debut, Jump

culture. Ballerina Who Loves B-Boy

religion.

says it’s trying to make

family of martial artists,” runs the

has played in 40 towns and cities

took this critical rehabilitation even

more use of its own theater

tagline for Jump, covering the whole

around Korea and, after being named

further by melding breakdancing with

a street where a ballet hall is located,

in Seoul, while also

plot. Within this simple framework,

an “excellent performance” by the

ballet, a combination that sent

some breakdancers set up a square

commissioning a new

however, can be found a doddery

Korea Cultural & Arts Centers

score for the whole

grandfather with hidden strengths, and

Association, it will tour more than 40

production. Using this

a seemingly ordinary middleaged

more venues this year. Jump now has

background music, a

couple with slick moves of their own. In

two dedicated theaters in Seoul alone,

renowned Korean musical

one scene, the couple begins dancing a

and two more each in Busan, Korea and

director added stronger

tango and ends up fighting a battle,

New York, the US. It has filled theaters

beats and accentuated the

neatly showing just how flexible and

in Britain, Greece, Japan, Taiwan,

Korean sounds. Highlights

inventive the show is. Also inside the

Malaysia, Singapore and Australia. Last

of the show, such as the

house, an uncle grabs a bottle of booze

year, Jump played its 5,000th show, a feat

striking of the chopping

and gives his best impression of Jackie

for which it was awarded the 2009

boards, the cooking

Chan in Drunken Master. Each character

Korea Contents Awards.

elements and conclusion,

toys with the others, showing off

As with Nanta, what makes Jump’s

have been rendered richer and more

masterful skills in the process. By

success particularly gratifying is that it

colorful.

combining extraordinary physical

embraced Korean cultural sentiment

action with moments of suspense, Jump

and took it around the world. The hope

world, PMC is now gearing up for a

manages to keep you laughing and on

now is that people who danced to these

second act. As with Nanta, the company

the edge of your seat at the same time.

ancient samulnori rhythms will go on to

Having taken Nanta around the

take a wider interest in Korean culture.

the energy underpinning this live-wire

is looking close to home for inspiration.

show. The wonderful choreography, the

TAAL, a visual performance, draws on

came up with the idea after mulling

Whether they do or not, Nanta and

pulsating interplay between the cast,

the Hahoe Masks of Andong, where the

how they could incorporate taekwondo

Jump have shown that Korean shows

and the seemingly irregular rhythms all

show is being staged this month.

into a stage performance. In early

can have a universal appeal, a crucial

serve to keep the performance

Produced in collaboration with the

versions of the show, conventional

stepping stone for Korean companies as

compelling from beginning to end.

Korean musical company, Creative

acting played a big part, but as time

they spread out into the world.

Though based on traditional rhythms,

Team, TAAL shows there is plenty of

progressed, martial arts came to the

the backing track is so joyful and

inspiration left in PMC yet.

fore.

Yegam, the company behind Jump,

Success came quickly, but Yegam

accessible that even first-time listeners

The Growing Voice of NonVerbal Performance Following

can’t help but be carried away by it.

Jump into Another World Jump,

wasn’t prepared to sit back and relax. It

And this is precisely why Nanta has

the other great non-verbal success,

began changing and improving the

proved such a hit wherever it has

combines the comedic, live-wire action

show almost immediately, and has

shows at the 2007 Edinburgh Festival

played.

seen in Nanta, with Korean martial arts.

continued to do so ever since. In

Fringe. A huge success, it was

As with Nanta, the tradition has been

practically every show, the actors ad-lib

designated the top production among

PMC Production, which produced 132

The plot is very straightforward. On

in the footsteps of Nanta and Jump,

Ballerina Who Loves B-Boy played 30

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Sports and Arts

where they can practice, leading to

the music is performed right before the

friction between the b-boys and the

viewers’ eyes. In addition, Fanta-Stick

eponymous ballerina. As time

covers all genres — from pop to gugak

passes, however, the ballerina falls

— meaning there is something for every

for one of the b-boys and chooses to

kind of music fan.

become a street dancer instead.

concert,” is a non-verbal performance

opposite end of the spectrum and

detailing the magical process of how a

giving up something she had been

piece of art comes to life. Combining art,

doing since childhood, the ballerina

theater, and musical, it introduces

achieves genuine happiness. The

original artistic concepts, including

story is designed as a wake-up call

sculpture, frottage and marblework.

to the many of us who don’t

During the creation of the art work, an

recognize just what it is our loved

image in the painting might change into

ones want, as well as those of us

something completely different, or a

who forget out true dreams.

new picture may be added. At one

In stark contrast to the b-boys, “Masterpiece Drawing,” one of many artistic moments from Drawing Show (top). Ballerina Who Loves B-Boy is a compelling combination of nonverbal performance, ballet and b-boy dance (above, opposite bottom). A scene from Fanta-Stick (below). “Light Drawing,” one of the performances of Drawing Show , features several dazzling scenes (opposite top).

Drawing Show, a so-called “picture

Though choosing life on the

point, a crying statue of Korean military

ballet has long been the preserve of

hero Yi Sun-sin is used to convey

the cultural elite. The genius of

Koreans’ anguish over the fire that

Ballerina Who Loves B-Boy was that

engulfed Namdaemun, an ancient gate

it brought these two disparate

in Seoul. The high-speed drawing and

genres together, opening each up to

changes to the pictures occur right

the other’s audience. Yet in marrying

before the audience’s eyes, letting

breakdancing and ballet, Ballerina

imaginations run riot. All the drawings

Who Loves B-Boy didn’t just

have an element of magic to them.

showcase the two styles, it created a

With its long and rich history,

new one. Producing a kind of Jekyll

Korean culture offers a wealth of

and Hyde hybrid, the show managed

material that can be channeled into

the fine balance between ballet and

stage performances. Samulnori in Nanta

breakdancing, and enjoyed a hugely

and taekwondo and taekkyeon in Jump

successful run as a result.

are only two examples. The genre of

More recently, Fanta-Stick, a live

non-verbal performance in Korea is

music show incorporating gugak, is

blessed with a sea of other sources from

another hugely enjoyable non-verbal

which to choose, spanning music,

performance. Mixing the ancient

dance, martial arts and art. Finding out

Korean fable Jamyeonggo Tales with

where it will be go next will be just as

Shakespeare’s classic Romeo and

exciting as attending one of the shows.

Juliet, Fanta-Stick delivers a riveting re-interpretation of traditional forms, including pansori, violins and percussion. The excitement in Fanta-Stick is built around the live music performances. Virtuosos in percussion, pansori and the violin all have key roles in the show, and all 134

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Sports and Arts

Jump, we realized actions were what brought

remnants of Hallyu — the “Korean Wave” of

a similar to Jump. Called Break Out, the

us closer to the audience.”

popular culture that swept across the region

show, which incorporates elements of b-boy

— in Asia. If we keep our focus on countries

dancing and hip hop music, has already

verbal elements of traditional Korean culture.

where people are more positive about our

previewed to good reviews.

For its show of chefs banging out pulsating

culture, then it could ultimately have a great

rhythms using kitchen utensils, Nanta drew

effect on Korea’s national brand and

keep developing creative and original

inspiration from a traditional Korean

recognition.”

content,” Song says. “Rather than going with

Both Nanta and Jump incorporate non-

percussive form samulnori. Jump uses

The first step to further enhancing

what’s hot at the moment, you have to

elements of the Korean martial arts

Nanta’s standing overseas, Song says, is to

develop new content and keep making

taekwondo and taekkyeon with joyous

open specialized theaters in Asia, and then to

necessary changes to pursue a long-term

Korean music in the background. With the

try and elevate the show to the level of long-

project. If you stick only to what’s

exception of taekwondo, none of these

running Broadway hits such as The Lion King.

distinctively Korean, you may not win over

forms are well known outside Korea, but all

Jump is also trying to reach more foreign

too many fans outside the country. So it’s

were crucial in creating the shows’ successes.

fans. Through the second half of 2010, Yegam

important to have some universal values.”

Besides their embrace of traditional

has planned 25 shows in 13 Chinese cities.

“Quality and originality are essential

Korean culture, the other key part of the

They are also hoping to open up specialized

elements,” says Kim, echoing Song’s ideas.

shows’ long-term success, Song says, has

theaters — in the U.S., Japan, China and

“You also have to find a common sensibility

been their decision to open up their own

Singapore.

that everyone in the world can relate to.”

resident theaters.

Song Seung-hwan, head of PMC Production

“As with Nanta and Jump, we have to

Both companies are also working on

With Nanta and Jump, Song and Kim

“We opened the theater in 2000 and

follow ups to their hit productions. PMC has

achieved exactly that. Wherever they go next

we’ve been performing there ever since,” he

been trying out several new shows, including

in search of those universal values, it

said. “I think that was the biggest key to our

The CAR and TAAL. Later next year, Yegam

promises to be an exciting ride.

success. The show itself is important but

plans to tour a new martial arts blockbuster

stability from the specialized theaters has

Pioneers of Korean Nonverbal erformance

produced synergy effects. We can host

Kim Kyung-hun, CEO of Yegam Inc.

foreign tourists at the same venue and we’ve been able to maintain partnerships with many travel agencies.” The huge success of Nanta and Jump has done much to heighten the profile of Korea overseas. This hasn’t necessarily led to

Song Seung-hwan, head of PMC Production and creator of the mega-hit show Nanta, and Kim Kyung-hun, CEO of Yegam Inc., the company that produced Jump, recently sat down with KOREA to discuss the success of Korean nonverbal performance, their vision, and where, after years of huge success, they plan to go next. 136

From the beginning, Nanta was created with

actors, we were able to overcome the

increased knowledge of the country’s culture,

overseas markets in mind. In the mid 1990s,

disadvantages of non-verbal performances.

as Song discovered when pitching Nanta to a

when Nanta was written, the home market

Because there is no dialogue, anyone can

foreign buyer a few years ago.

was fairly small and success was far from

watch our show and laugh.”

“He said to me, ‘You perform in Korea?’

Jump faced similar problems, but Kim

There are three things I know about Korea:

producer to create a work with something

Kyung-hun, CEO of Yegam Inc., turned those

North Korea, South Korea and the DMZ,’”

with international appeal. Still, there were no

challenges into strengths by focusing on

recalls Song. “And things aren’t that much

guarantees with an untried genre like non-

motion.

different today. According to a 2009 study by

certain, so it is made sense for an ambitious

verbal performance. But Song Seung-hwan,

“Motions aren’t constrained by language.

Korea Brand and the Korea Trade-Investment

the producer of the show, overcame

Actually, movement is a form of language in

Promotion Agency, people in America and

potential difficulties with originality,

which everyone in the world can

Europe still mostly associate Korea with the

determination, and an excellent storyline.

communicate,” says Kim. “But it’s still very

Korean War and North Korean nuclear

difficult to do comedy without dialogue

issues.”

“We wanted to create a drama where we could clearly deliver our story,” Song says.

using just martial arts, acrobatics,

“Thanks to the perfect performances of our

gymnastics, and straight acting. By doing

“If you look at Asia, it’s more encouraging,” Song adds. “There are s till 137

Sports and Arts

For Korean Shows, all the World is a Stage

Korea specifically to see it. Within months, Nanta had opened its own purpose-built venue. Nanta was performed during the opening ceremony for the 14th Asian Games in Busan in 2002, instantly elevating it to the status of Korea’s signature show. The following year, Nanta’s astonishing run of success continued when it became the first ever Asian show to have its own theater off-Broadway. To date,

Nanta, which kick-started the genre of “nonverbal performances,” wowed audiences at the Edinburgh Festival Fringe in Scotland, before taking New York by storm. Jump also played to packed houses in Edinburgh and now has its very own resident theater on Broadway. This is the story of two boisterous shows born in Korea, but now very much a part of the world stage.

Nanta has been staged in 250 cities in 40 countries, becoming one of the most successful ambassadors for Korean culture that the country has ever Jump ’s resident theater in New York (opposite). Festival-goers in Edinburgh check out a poster advertising Nanta (above). A Jump actor goes airborne (far left). A seasonal poster for Nanta (left).

seen. Its travels have taken it across Asia, Europe, the United States, South America, and Oceania. In visiting Tunisia in 2009, Nanta had played all six continents. Despite Nanta’s success, it didn’t inspire an immediate legion of imitators. But just as people began to think the appeal of the non-verbal performance was a flash-in-the-pan, along came Jump. Arriving seemingly from out of nowhere, Jump — a frenetic show about a family of martial arts experts

Jolie among the thousands of people to have

in US$1.1 million. In an unprecedented

defending their home from burglars —

seen it. In March 2003, the Broadway show

event for a theater production, Jump also

followed a similarly astronomical trajectory,

marked its 200th performance.

won the Export Tower Honors, awarded by

In 2005 and 2006, Jump played the

the Korea International Trade Association to

When Nanta first traveled to play the

be a hit, he kept the loan a

from debuting in 2003 to opening its own

Edinburgh Festival Fringe in Scotland in 1999,

secret from his wife. Song had

theater in Seoul in 2006 and another on

Edinburgh Festival Fringe, where it received

highly successful exporters, along with

the company felt an equal measure of

everything riding on the

Broadway in 2007.

a Sell-out Show Award — given to all

US$1 million in prize money.

excitement and concern. Though a huge hit

success of the show. In the

in Korea since debuting in 1997, Nanta

end, he needn’t have worried.

hadn’t played outside the country before,

Nanta was an instant

and no one could be sure that its live-wire

smash at Edinburgh, drawing

Today, Jump has two venues in Seoul and

productions that sell out every performance

In 2003, when the Korean theater

one each in Busan and New York. In a first for

— and became the first Korean show to win

market was growing, Jump embarked on

this kind of show, the 500-seat New York

the Comedy Award and Cavalcade Best

wildly successful world tours — taking in

theater was opened under license to CAMI

Walking Group prize. Jump later became the

Israel, Spain, Japan, Singapore, China, Thailand, South Africa, Russia, United Arab

mix of acrobatics, and percussion — all set

reviews that were as ecstatic

(Columbia Artists Management Inc), one of

first Asian show to perform at the Royal

in a Korean kitchen — would capture the

as the crowds who came to

the world’s largest show management

Variety Show, an annual performance put

Emirates, Malaysia and France — and

imagination of foreign audiences.

see it. Deals were signed to

companies, which pays royalties to Jump’s

on for Britain’s royal family. If anything,

opened purpose-built theaters on its way to

take Nanta to other theaters,

creators.

Jump’s success exceeded that of the wildly

becoming a bona-fide cultural

popular Nanta, and confirmed non-verbal

phenomenon. As it continues to entice

In order to perform in Edinburgh, Song

On first performing in New York, Jump

Seung-hwan, the show’s producer, had

and Song was soon able to

reached deep into his own pockets, in

repay his debt. Such was its

soon caught the attention of The New York

performance as a major international

crowds around the globe, the future for

addition borrowing 100 million won

success that the next year,

Times, The New York Post and CBS. It has

attraction.

Jump and its production company Yegam

(US$85,000) from a friend. Though

tour groups of Japanese

played during halftime at an NBA basketball

proclaiming his confidence that Nanta would 138

students were traveling to

game, and it counts Brad Pitt and Angelina

From mid-2006 to mid-2007, Jump was

can only get better.

performed in 16 cities in 12 nations, raking 139

Sports and Arts

KOREA’S FAVORITE GAME Professional baseball in Korea began with a slam — a grand slam, that is. Lee Jong-do’s grand slam on the opening day of the first professional baseball season in 1982 proved to be a good omen, as pro baseball would grow into the nation’s most popular sport. Today, fans turn out in droves to see the titans of Korea play ball. by Park Kwang-min | photograph by Kim Hong-jin

Jamsil Stadium was a packed house on April 9 for the Doosan Bears vs Kia Tigers game.

140

141

Sports and Arts

t all started on March 27 in 1982—

Si-heon came to the plate, Rockefeller

a Western ball game, to members of the

that was the day professional baseball

clapped to the beat of his so-called fight

YMCA, and that was the birth of

song, and took pictures of the home

baseball in Korea.

began in Korea. This year, Korean professional baseball celebrates its 30

fans along the first base. When the Bears

The professional league was

year, and it has only become more

clawed back with five runs in the

launched in 1982, and now in its 30

popular with time.

seventh after trailing 7-2, Rockefeller

season, baseball is the nation’s most

gave a standing ovation and high-fived

popular sport. It has captured the

people around him.

imaginations of not just Koreans but

In its inaugural year, there were only six teams with 141 players in the professional league, compared to the

Calling himself “an avid New York

(From opposite left to right) Korean traditional fan dance performance before the opening game of Korea’s first pro baseball league in 1982; The Haitai Tigers celebrates its eighth victory, tossing the coach into the air in 1996; Lee Seung-yeop is cheered after his 56th home run, Asia’s best record, in 2003; A reception to commemorate the 30th season of Korea’s professional baseball league on March 28, 2011.

also foreigners living in Korea. Marking its 30th season, the Korea

(1996-2007) before being reborn as the

in 2006, second at the 2009 WBC, and

Woori Heroes in 2008.

won gold medals at the 2008 Beijing

The MBC team was sold to become

Olympics and the 2010 Guangzhou

the LG Twins in 1990, while Haitai

Asian Games, going undefeated in nine

became the Kia Tigers in 2001. The

and five games, respectively.

Tigers have won 10 championships,

“Since its inception, professional

more than any other franchise, and

baseball has been beloved by people all

they’re the Korean equivalent of the

over the nation,” says You Young-koo,

New York Yankees.

commissioner of the KBO (Korea

current eight teams with three times the

Yankees fan,” Rockefeller says he was

number of players. This year, a ninth

“deeply impressed” with the way

Baseball Organization decided to

games sold out for the third-straight

the league as the seventh team and

down periods in the 1990s with the

team, NCsoft, is set to make its debut.

Korean fans kept cheering on their

expand with a ninth club, and looks to

season.

became the Hanwha Eagles in 1994. In

foreign reserve crisis, but thanks to the

There are also rumors of further

favorite teams for the entire game. “I

make it a 10-team, two-division league

1991, the Ssang Bang Wool Raiders

passion of the teams and fans, we’re

expansion that could see the start of a

don’t know much about Korean

by 2014. This year, the league hopes to

six original clubs: Samsung Lions,

became the eighth team, and in 2000, SK

experiencing a renaissance again.

two-division professional league within

baseball but I’ve just started to learn,

draw more than six million fans a

Haitai Tigers, Lotte Giants, Sammi

bought out the team to turn it into the

Entering our 30th year, pro baseball in

the next few years.

and I want to find out more,” he says.

season for the first time, and the players

Superstars, MBC Blue Dragons and OB

SK Wyverns.

Korea is at a crossroads,” You adds. “We

In 1986, the Binggrae Eagles joined

as had been expected, with all four

Pro baseball here was founded with

Baseball Organization). “We had some

will work even harder for fans who love

“And the culture of fans of a team all

have worked hard themselves to keep

Bears. Over the ensuing three decades,

Korea has steadily developed into a

Jr, a world famous oil baron and a fifth

becoming one is surprising. It’s full of

people in their seats.

the Superstars franchise went through

world baseball power. Starting with the

generation member of the Rockefeller

energy. It’s passionate. I want to take

ownership changes, with the Chungbo

bronze medal at the 2000 Sydney

family, visited Seoul’s Jamsil Stadium to

this culture to the Yankee Stadium in

2, with all eight teams in action. Fans

Pintos (1985-1987), the Pacific Dolphins

Olympics, Korea finished third at the

30 years, holding a special photo

watch Game Four of the playoff series

New York.”

who had been dying for some baseball

(1988-1995) and the Hyundai Unicorns

inaugural World Baseball Classic (WBC)

exhibition in commemoration of the

Last October, Steven C.Rockefeller,

The 2011 season kicked off on April

The KBO is trying to look back on its

over the long winter flocked to the four

between the Samsung Lions and the Doosan Bears. Rockefeller fully

History of Baseball in Korea

ballparks in Jamsil of Seoul, Gwangju,

immersed himself with the Korean style

Philip Gillett, an American missionary,

Busan and Incheon. Each team will play

of cheering, smiling at fans screaming

was dispatched to Korea in 1901 and

133 regular season games, and the top

from the top of their lungs, and never

founded the Young Men’s Christian

four teams will reach the postseason,

taking his eyes off every play on the

Association (YMCA) two years later. In

with the champion determined in

field. When the Doosan shortstop Son

1905, he started teaching baseball, then

October. The opening day was as wild

142

our game.”

korea’s professional baseball teams (2011 Season)

doosan bears Basement City : Seoul Established Year: 1982

kia tigers Gwangju 1982

sk wyverns Incheon 2000

nexen heroes Seoul 2008

lotte giants Busan 1982

samsung lions hanwha eagles Daejeon Daegu 1986 1982

lg twins Seoul 1990

143

Sports and Arts

anniversary. At the reception to mark

channel could also help push up the

the start of the 30 season, the KBO laid

revenue of KBOP, a marketing affiliate

out five major objectives: to introduce a

of the KBO, to 100 billion won by 2020.

two-division league with 12 clubs by the

The KBO will also reorganize its

allowed) dating back to 2009. In the

Chicago Cubs and the Los Angeles

glimpse of stars such as Ryu Hyun-jin

majors, Chris Carpenter of the St. Louis

Dodgers, has returned home, along with

and Lee Dae-ho.

break away from the right-handed

Cardinals pitched 22 quality starts in a

former New York Mets and Los Angeles

batter, Sun’s slider broke down

row from May 13 to Sept 9 in 2005. Bob

Dodgers pitcher Seo Jae-weong (Kia),

features of Korean baseball. Ryan

fastball reaching 155km/h and a slider. Unlike normal sliders, which often

Group cheering is one of the major

year 2020; to draw 10 million fans to

minor leagues, the main source of

vertically, almost like forkball. Sun had

Gibson, also of the Cardinals, had 22

and ex-Washington Nationals pitcher

Sadowski, who re-signed with Lotte

ballparks; to start turning profits; to

young talent, and support independent

such an aura about him that he could

consecutive quality starts in 1968. Ryu

Kim Sun-woo (Doosan), much to the

Giants, says, “I think the ‘Ma! [a unique

scare his opponents just by warming up

has been the ace for Korea at the WBC

delight of Korean fans.

cheering word catered to the Lotte

restructure the minor league system and

leagues, while helping youth clubs set

team]’ cheer for Lotte is fun. I stayed put in Korea for the fans’ passionate cheers.” Travis Blackley, a new starter for Kia Tigers, mentions, “This is my first season in Korea and the fan support is awesome. I am experiencing things that I’ve never had before.” All eight teams have traveling cheering squads for road games. Their Thunder Stix and amps blasting loud music fire up the fans. With baseball’s surging popularity, Little League baseball has also grown exponentially. Kids who would kick around soccer balls on playgrounds are now picking up gloves and baseball bats, breaking a few windows here and to support youth baseball; and to open a baseball museum and hall of fame. In addition to Gwangju, the KBO pledged to build new ballparks in Daegu and Daejeon — currently home to downtrodden stadiums — that can

(From left to right) One of the biggest Korean stars Sun Dong-yeol pitches at a KS (Korean Series) game in 1995; Hanwha’s Ryu Hyun-jin is well-known for his nickname “Monster,” because of his excellent pitch; A dynamic scene from Busan Sajik Baseball Stadium, home of the Lotte Giants; Slugger Lee Dae-ho hit his 200th home run on April 11, 2011.

hold at least 30,000 people, and to have

in the bullpen. Splitting his time as a starter and a closer in 11 seasons in

At the plate, Lee Dae-ho, slugger for

What to Look for in 2011 Aside

there. And amateur club baseball has

from these Korean stars, foreign players

exploded in recent years.

Korea, Sun helped his Tigers to six

Lotte Giants, homered in a record nine

with Major League experience have

championships, putting up 146 wins, 40

games in a row. He began his streak on

joined the KBO.

losses and 132 saves with a 1.20 earned

Aug 4 against Doosan and set the record

run average.

against Kia on Aug 14. In the majors,

Twins, wowed the crowd with his

Ken Griffey Jr. and two other players

160km/h fastballs. Dustin Nippert,

Dragons in Japan and earned the

have hit home runs in eight straight

pitcher for Doosan Bears, has been

old, the league has ushered in a

firing fastballs from his 203cm frame.

renaissance with eight teams duly

Sun also pitched for the Chunichi

seven stadiums with at least 25,000 seats

and the Beijing Olympics.

Radhames Liz, a starter for the LG

There are 200 officially registered leagues with about 10 teams each. And counting unofficial clubs, there could be around 5,000 teams around the nation. Though pro baseball is just 30 years

nationwide by 2017. The KBO turned in

up across the nation. Lastly, the KBO

nickname “Sun of Nagoya.” Then in

games, but Lee topped them all. Last

40 billion won (US$3.6 million) at the

will determine sites for the baseball

2005, Sun won the Korean Series in his

year, Lee also led the KBO in an

“Korean baseball is very fast and

catering to their local fans. For its part,

gate last year, and wants to raise the

museum and hall of fame in 2011, with

first year as manager and defended the

unprecedented seven offensive

dynamic,” Liz says. “Hitters have great

KBO has set up an executive committee

revenue to 90 billion won by 2020. With

plans of opening doors in 2012.

title in 2006. After 417 wins, 340 losses

categories. He has been in the heart of

techniques and there’s not much

to handle development of the sport and

and 13 ties in six seasons, Sun resigned,

the order, the cleanup trio, for Korea in

difference from the major leagues.”

implement necessary policies.

improved infrastructure, the KBO predicted its total revenue, from the

Stars of Korean Baseball Korea

months after finishing runner-up in

international tournaments like Olympic

gate, marketing and other sources,

has seen its share of stars over the past

2010.

Games and WBC.

would reach 300 billion won by 2020.

three decades of pro baseball. Among

To help meet its goals, the KBO will

The Korean league last year saw two

Nippert was also impressed, saying,

Players are improving by the day,

“I’ve not so much experienced Asian

and quality foreign players are coming

The league has more impressive

baseball before, but baseball players

to the Korean league to add new twists.

the best, Sun Dong-yeol, former

world records. On the mound, Ryu

stars. Lefty Kim Kwang-hyun of the SK

here have tremendous passion and

And with the support of enthusiastic

establish KBO.com in 2015 and open its

Samsung manager, is by far the greatest

Hyun-jin of the Hanwha Eagles,

Wyverns and right-hander Yoon Suk-

talent. I am having an unusual

fans, the Korean league has already

own broadcasting channel to generate

pitcher. He made a splash as a super

nicknamed the “Monster,” put together

min of the Kia Tigers are both fixtures in

experience in Korean baseball.”

transcended Asia to become among the

revenue online and offline. Modeled

rookie with the Haitai Tigers in 1985.

29 straight quality starts (at least six

the national team rotation. Choi Hee-

after MLB.com in the majors, the new

His arsenal included a four-seam

innings and three earned runs or fewer

seop, “Big Choi” formerly with the

144

Fans have been packing stadiums

top competitors in the world.

from early on, hoping to get their 145

Sports and Arts

Park was a key member of the bullpen for the World Series runners-up Philadelphia Phillies in 2009. In 2010, he joined the New York Yankees, but was traded mid-season to the Pittsburgh Pirates after an injury-plagued first half. In 17 major league seasons, Park pitched for seven clubs, throwing 1,993 innings in 476 games. He posted a record of 124 wins, 98 losses with an earned run average (ERA) of 4.36, 1,872 hits and 1,715 strikeouts. Park’s 124 wins are the most by an Asian pitcher in the majors, one more than Nomo Hideo of Japan. After mulling over another season in the majors or joining the Korean league, Park decided to go to Japan to experience a new country and league. Though he failed to win a World Series, Park, the “Korean Express,”

high. Despite a thumb injury suffered during

left a huge mark in the majors.

the season, Choo enjoyed the best season of

Choo Shin-soo signed with the Seattle Mariners for US$1.3 million in 2001. A

Korea’s Baseball Ambassadors

In the Global Spotlight From former Major League All-Star Park Chan-ho to the “Choo-Choo Train” Choo Shin-soo in Cleveland, Korean baseball players are making a name for themselves abroad. These men are promoting Korean athletics as “baseball ambassadors” and picking up hefty paychecks along the way.

While slugger Lee Dae-ho and fireballer Ryu

146

Park is a pioneer among Koreans playing

his career. In the majors, only two other players —

(Clockwise from opposite) Choo Shin-soo rounds third base after hitting a home run against the Boston Red Sox on April 6, 2011; Lim Chang-yong pitches at Japan’s All-Star Game in 2010; Park Chan-ho records his 124th win on Oct 2, 2010, with the Pittsburgh Pirates.

prototypical five-tool player, Choo made his

Carlos Gonzalez of the Colorado Rockies and

major league debut on April 21, 2005. But

Hanley Ramirez of the Florida Marlins — had

despite all his talent, Choo rarely got to play

a .300 batting average with at least 20 home

in Seattle and was traded to the Cleveland

runs and 20 steals. In 110 years of history of

Indians in 2006.

the Cleveland franchise, Choo is the very first

Choo just hit a jackpot at the salary-

player to put up back-to-back seasons of

negotiating table this time. He signed a one-

expectations and has developed into the

.300 average plus 20 homers and 20 steals.

year deal worth US$3.9 million dollars, a

team’s offensive leader. Last year, Choo

After the Major League season, Choo

ninefold increase from his previous salary.

In Cleveland, Choo began to live up to his

batted .300 with 22 home runs, 90 runs

donned the Korean national uniform to

batted in and 22 stolen bases. He also put up

represent the country at the 2010

the team’s offense. During the team’s spring

a .401 on-base percentage for a new career

Guangzhou Asian Games, and led Korea to

training in Arizona last February, Choo said,

This season, Choo is back in the heart of

the gold medal. Choo had been

“I am feeling great, and I have high

exhausted after playing in 144

expectations for the club since we have a

games in the majors in 2010.

lot of good prospects. I am proud of being

But he came to Korea right

a Korean playing baseball in the majors.”

after the season ended and

Choo says he will gun for a season of

Hyun-jin capture the hearts of fans in Korea,

ball abroad. He became the first Korean in

started getting ready for the

at least 30 home runs and 30 steals

“baseball ambassadors” have served Korea

the majors in January 1994, signing with the

Asian Games. People couldn’t

this year.

well in the US and Japan. Leading envoys

Los Angeles Dodgers for US$1.2 million. On

help but love the man who

have been Park Chan-ho, a 37-year-old

April 7, 1996, he picked up his first Major

gave everything he had for the

better every year,” Choo says. “I

pitcher for the Orix Buffaloes, Choo Shin-

League victory against the Chicago Cubs at

national team.

want to put up better

soo, a 28-year-old outfielder for the

Wrigley Field. During his heyday with the

Cleveland Indians and Lim Chang-yong, a

Dodgers, Park regularly clocked in at 99mph

productive season of his career,

the last, and I also want

34-year-old pitcher for the Tokyo Yakult

(159km/h) on his fastball and fooled hitters

plus the military service

to play in the

Swallows.

with breaking balls.

exemption in the offseason,

postseason too.”

Coming off the most

“My goal is to get better and

numbers this year than

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Sports and Arts

Jerry Royster

was a monumental moment of my life. I am really, really grateful.”

Korea’s First Foreign Manager American baseball manager Jerry Royster is a great leader. After taking over the Lotte Giants in 2008, he guided the team to three straight postseasons. Today, he’s back in the United States, providing commentary for Major League ballgames. But he says he’d like to manage again in Korea someday. Is there a place for Royster in future Korean ball teams?

paths, putting fear into opposing batteries. Though he’d been a position player, Royster also stressed aggressiveness to his pitchers. He preferred guys who could throw inside, and he came down hard on those who got away from the inside part of the plate. Royster ultimately emphasized confidence. Asking pitchers to go inside was designed to help them develop more confidence on the mound. And pitchers and position players alike all bought into his “No Fear” baseball. As a result, Lotte reached three straight playoffs and got stronger each season. Over three seasons under Royster, the Giants put up 204 wins, 185 losses and three draws for a winning percentage of .520. On top of that, the Giants had more fun playing baseball than any other team. In the history of Korean baseball, only one

an analyst for Major League games, Royster

manager has ever walked on a red carpet all

would like to return to Korea to manage

did in Royster. Though the Giants made three

the way from the ballpark to the parking lot

again.

playoffs in a row, they also lost in the first

after every home game. It’s Jerry Royster, a

He won over players by running efficient

But the lack of playoff success ultimately

round in all those three years. Following the

former manager of the Lotte Giants and the

practice regimens that gave players some

latest defeat, Royster returned to the United

first foreign manager in Korean professional

leeway, rather than indiscriminately grueling

States.

baseball.

routines. As befit a former major leaguer,

He became the manager of the perennial

When rumors surfaced late last season

Royster pursued a daring brand of baseball

that Lotte would not re-sign Royster, Giants’

underachievers in 2008 and led them to the

and asked his charge to never fear anything.

fans started putting up signs to support their

postseason for three straight years. A former

Under his watch, Lotte became the most

manager and even paid out of their own

Major League manager, Royster ran his club

aggressive team in the eight-team league.

pockets to run newspaper ads. Royster

on excellent strategies and communicated

Hitters started swinging at the first pitch,

thanked his fans, saying, “You can’t imagine

openly with his players. Currently working as

and they became more aggressive on base

this kind of support even in the majors. This

148

When asked why he thought fans had

Looking back on those three seasons, Royster says, “When I first took over, the

team.” Interestingly, the first general manager

team was not that strong. But I tried to find

for NCsoft is Lee Sang-goo, a former Lotte

remained supportive, Royster says, “While

out more about each individual player and

general manager who brought in Royster in

managing Lotte, I stayed in close contact

tried to customize lessons for each player

2008. That connection has fueled rumors

with fans. I exchanged e-mails with them

rather than teaching all of them the same

that Royster would be the team’s

and sometimes invited them to games. It’s

thing. More than anything, I stressed that

inaugural manager. Royster

important to instill in kids hopes and

they had to have the right attitude as

says he had a “good

dreams.”

baseball players.”

relationship” with Lee

After the Korean postseason last fall,

By having Royster, NCsoft could sign

while with the

Royster reflects on his experience: “Just as

some big-name foreign stars to draw fans

Giants. “We know

the three years in Korea went by quickly, the

early and quickly establish its identity.

each other well

past six months in the US have been very

Royster would have an edge in that respect

and I think he is a

hectic too. I am finally spending some great

over all other managers in Korea. And he still

capable general

time with my family,” he adds. “I love being

loves the country, saying, “I still miss my

manager,” Royster

around my two daughters. They’re both

time in Korea.” Royster adds, “I think I can

says. “But I haven’t

aspiring actresses and they’re going to be in

demonstrate my talent on an expansion

heard anything from

films soon.” Royster later quips, “I made my film debut before my daughters in the Korean film Haeundae or Tidal Wave [where a Lotte baseball game was included in an early scene].” Royster said his three seasons in Korea were “unforgettable,” and that he would like to manage again in Korea if an opportunity arises. Royster has been mentioned as a future potential manager for an expansion Korean team, owned by game company NCsoft. Royster can offer a lot to a new club. He is a trusted man among Korean fans and has already proven his leadership by guiding Lotte, formerly a doormat, to three postseasons in a row. He is a players’ manager who reaches out to his charge and has a wide network in baseball that includes

their camp. I’d like to become a manager if I

major league coaches.

receive an offer. If not NCsoft, then I’d like to manage any Korean team.”

As an expansion team, NCsoft will be

On Korean baseball, Royster says, “Korea

able to acquire four foreign players and place three on the active roster, one more than

was the runner-up at the second World

existing teams. And when scouting overseas

Baseball Classic in 2009 and won every

talent, perhaps it’d be better for the team to

game it played to win the gold medal at the

rely on Royster and his network than to

2008 Beijing Olympics, beating the U.S.,

employ Korean scouts to do the work. Lotte’s

Cuba, Japan and Canada in the process.

pitcher Ryan Sadowski, who joined the team last year, says he signed with the Giants because of Royster.

(Clockwise from opposite) Jerry Royster at his house in LA; Royster cheers his team players during a game in 2009; Lotte Giants fans hold up a banner inscribed with “We Want Jerry.”

Korea has transcended Asia and it’s world class in baseball.”

149

Sports and Arts

The definition of Korean dance is being stretched to include not just traditional dances from the past, but new ballets depicting Korean stories, dances that weave traditional motions into the modern and even the remarkably popular iterations of b-boy crews featured in tourism advertisements. by CedarBough T Saeji | photographs by Park Jeong-roh

Dancers perform in the National Dance Company of Koreaâ&#x20AC;&#x2122;s 2009 Gaya.

150

151

Sports and Arts

solo violinist in a black suit and

KOREA sat down with Ahn in a

fedora walks across the stage,

quiet cafe in Itaewon to talk with her

modern dance world in Korea today. “I am much interested in

Lee Jeong-yun, a longtime member of the National Dance Company of Korea, performs in a modern work alongside fellow company dancers (above). Dancers perform in the domestic production Model House at the International Modern Dance Festival (MODAFE) in late May (opposite below). A female lead strikes a stance during a performance of Model House , choreographed by Park Hae-joon, which explores the many roles of family in life.

Romeo and Juliet. The original version tells the story of Chunhyang, the

playing a haunting melody from the

about traditional dance, her most recent

incorporating traditional elements into

classical Western tradition as an

work, Dancing for Grandmother, and her

my choreography,” Ahn says. “People

overhead spotlight leaves his face

upcoming presentation of her piece

usually believe that tradition has to be

shadowed by his hat brim. As the music

Princess Bari at the Edinburgh Fringe

presented in a certain specific way, but I

changes, the stage lights reveal five

Festival in August 2011. Princess Bari is

don’t think so. Tradition continues to

women in white, shoulder-baring

the well-loved Korean story of a fearless

change, and I also want to take my

absence, Chunhyang’s great beauty is

and devoted daughter who ventures to

roots, these Korean stories and Korean

noted by a corrupt local politician.

the underworld to bring back the water

consciousness, and create something

of life for her ailing father. In this

new.” A similar motivation seems to

begun touring extensively overseas,

performance, Ahn incorporates four

have even spread to the world of ballet.

with the current schedule presenting

traditionally-trained dancers, a pansori

Although ballet, a classic of the Western

The Love of Chunhyang, Shim Chung and

elements as the future of dance in Korea.

singer to belt out the tale and musicians

dance canon, is unlikely to adopt the

Prince Hodong in more than 40 cities

playing Korean traditional instruments

use of Korean movement or dancers

including Naples, Italy; Singapore;

INTEGRATION OF MODERNITY No

to fuse Korean tradition with modern

trained in Korean traditional dance, the

Taipei, Taiwan; Moscow; and

dance. Combining these traditional

Universal Ballet Company has added

Johannesburg between 2011 and 2013.

elements with a more empowering

the ballets Shim Chung and The Love of

In fact, Korean ballet has grown up

re-interpretation of the tale, Ahn fuses

Chunhyang to their repertoire, and the

quickly. With several Korean ballerinas

traditional and modern dance to create

Korea National Ballet Company has

and ballerinos winning major

a moving, award-winning production,

developed Prince Hodong. The story of

international competitions in 2010,

which showcases the best of dance in

Chunhyang is a true Korean classic (it

ballet has become a hot trend, especially

Korea. An MBC reporter closed her

has been made into an award-winning

with the new emphasis on Korean

news spot on the Princess Bari series

movie by Im Kwon-taek, a popular

stories which renders the art form more

saying, “Culture from Korean antiquity

Korean TV drama and a modern dance

approachable to the Korean public.

has been given new life in this

piece by both the National Dance

unstoppably modern work,” a

Company of Korea and Ahn Eun-me).

in MODAFE, the International Modern

sentiment that properly encapsulates

Chunhyang is best known as an epic

Dance Festival held annually in the late

much of what is happening in the

narrative pansori song; it is the Korean

spring (May 18 to 29) which has become

dresses, gliding dramatically across the stage on their toes before pausing in long-limbed extension. Although still performed on Western instruments, the music changes to the tune of a Korean folk song sped up to double time to accompany the now violent and explosive movements of the dancers. This is the opening of Soul, Sunflower, a full-length modern dance concert borrowing elements from Korean traditional dance. It is also one of the major touring pieces in the repertoire of the National Dance Company of Korea. National dance companies tend to feature the cultural heritage deemed authentic to their own locale, so it is not surprising that the company, founded in 1962, originally focused on Korean traditional dance. However, the company’s works such as Soul, 152

Sunflower have increasingly used Korean traditional movement vocabulary and stories as elements in modern dance works. Many regard the integration of Western and Eastern

discussion of modern dance in Korea would be complete without mentioning the queen of modern Korean dance Ahn Eun-me. One of Korea’s most active and innovative choreographers, Ahn has presented around the world and frequently works with non-Korean dancers. Ahn’s choreography includes traditional elements in some of the most creative ways since she first incorporated gayageum (12-string Korean zither) into the piece Please, Catch Me.

daughter of a gisaeng (Korean geisha), and Mongryong, the noble son of a governor, who secretly marries her. They are separated by fate and social obligations, and in Mongryong’s

These new Korean ballets have

Some of these works have appeared

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Sports and Arts

one of Korea’s most exciting

a natural step forward, both for modern

Court dances were needed in the era of

the ubiquitous hanbok, there are certain

Fantasy, a medley of 10 Korean

by unmasked dancers alongside major

international modern dance showcases.

dancers and for Korean traditional

a court that received international

key elements to be found when staging

traditional dances. This dance concert

classics of the dance canon, such as

Each year the festival includes

dancers. Surprisingly, the Korean

envoys and wanted to show some form

Korean traditional dance. For example,

contains all the elements an audience

Salpurichum (shamanic ritual exorcism

not only a selection of

government — which once focused

of sedate and Confucian entertainment.

Korean dance does not have intricate

expects in Korean traditional dance,

dance) and taepyeongmu (great peace

established and emerging

almost exclusively on the protection of

Koreans danced, sang and played

placements or gestures with the fingers

including dancers in swirling pink,

dance). The distinctive motions show

Korean modern dance stars, but

the traditional arts, particularly during

musical instruments as part of the daily

and hands — the hands are often

manipulating oversized fans trimmed

the dancer casting off the undesired,

life in cooperative agricultural

relaxed and move together with the

with feathers dyed fuchsia in Korean

even drawing an invisible sword to

communities, lightening group work,

wrist and arm. Most of the typical

classic fan dance.

scare away unseen forces. Yi Yun-seok,

building community and enlivening

gestures trace interesting curving

important annual festivals and village

patterns in the air and the shoulders are

credited with deeper ties to Korean

Ogwangdae, explains, “Traditionally this

rites. In the modern era, people no

loose, relaxed and even slightly

history; amongst the most fascinating of

motion was to banish ghosts or

longer believe in village tutelary

hunched, particularly in folk dance. The

Korea’s staged performing arts are the

malevolent spirits. In the modern world

guardians and they use tractors to

basis of movement is a duck-footed

mask dance dramas. Combining

where many regard belief in ghosts as a

harvest their barley, reducing or even

stance and dancers step heel to toe. But

elaborate masks, music, dance motions

superstition we can think of this motion

erasing the relevance of the traditional

in the fastest folk dances the legs stay

and stories that reflect a snapshot of

as casting off stress, heartbreak or

folk arts. Many of the arts that remain

close to each other with the feet close to

Joseon Dynasty (1392-1910) society, the

failure and banishing it from our lives.”

strong in Korea are part of the lineage of

the floor, although they lift to knee

preserved mask dance dramas remain

the professional entertainers called

height in the most physically

crowd-pleasing favorites. One of the

movements are modern Korean or the

gisaeng, because only the arts of the

demanding folk dances.

most captivating is Goseong Ogwangdae,

story alone harkens back to an idyllic

from the small town of Goseong on the

past, is vibrant and well established

also several overseas dance companies. Since MODAFE began in 1982, performers from countries around the world including Israel, the Netherlands, Belgium, Australia, the United States and France have presented their choreography in sold-out halls. After performances, MODAFE’s format frequently allows for dialogue between the choreographer and the audience, an opportunity for insights that eager young dance students relish. Given the wide popular support and quick explosion of the

the Park Chung-hee, Chun Doo-hwan and Roh Tae-woo administrations — is now embracing the fusion of Korean dance and contemporary dance from around the world. In the past, Korean dance was inseparable from Korean society. (From left to right) The lead dancers in the Korea National Ballet Company’s modernized piece Prince Hodong embrace in a singular movement; Ballerinas dance en pointe for the Universal Ballet Company’s retelling of the classic Shim Chung folk tale; Company members perform scenes in hanbok , Korean traditional dress, for the National Dance Company of Korea’s Dance Chunhyang .

gisaeng were created for an audience,

Dance performed by gisaeng

However, many other dances are

National Living Treasure for Goseong

Dance in Korea, whether the

allowing them to translate well to the

entertainers was on occasion suggestive,

south coast near Busan, so focused on

with myriad institutions for training,

proscenium stage.

but suggestive motions in Korean dance

dance that little to no dialogue is

promotion and production. As the

do not isolate or feature the hip,

included.

barriers between different forms grow

In Korean traditional dance, the performers are generally clad in

backside or chest. All of these traits can

voluminous skirts of the hanbok, or

be seen in the National Dance Company

drama are so widely loved that in the

ever more creative works arising on the

Korean traditional dress. In addition to

of Korea’s major touring work, Korean

modern era this deotbaegichum is staged

Korean stage.

The dances within the traditional

more permeable, we can expect to see

Korean b-boy sensation in recent years, tourism advertisements here are helping spur the genre of the modern iteration of 1980s break dancers as Korea is currently home to half of the top competitive b-boy crews. Korean crews are highly regarded overseas and have become a fixture on the international circuit, winning acclaim and awards at events such as Battle of the Year, Red Bull BC One and R-16 Korea. R-16 was started in Korea only a few years ago, but it has already become one of the biggest hip-hop and b-boying festivals in the world. THE INFLUENCES OF HISTORY The innovative appropriation of traditional dance vocabulary into modern dance is 154

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Sports and Arts

An Ideal Life

enough to convince young Lee that he had

undergraduate practices, while carrying out

to move to Seoul and become the

thesis research on nabichum, the Buddhist

performer’s student. Kim was also a student

ritual butterfly dance. Following a period of

Lee Jeong-yun says his life is ideal the way it is right now. A principal dancer at the peak of his career, Lee has the respect of his colleagues and the satisfaction of loving his work.

of Jeong Jae-man, a National Living Treasure

post-graduation independent study, Lee

for the Salpurichum (shamanic ritual

entered the National Dance Company of

exorcism dance). Had Lee learned it from his

Korea in 2002.

teacher?

Lee explained that the company is about

“More than saying I’ve learned

displaying the best of Korean dance, no

Salpurichum, I would like to say that

matter what type. Dancers rehearse Korean

traditional dance takes a very long time to

dance from 10am to noon everyday and

master,” he says, showing a respect for

receive special training from leading

tradition. Lee’s background is in more than

traditional dancers such as Jeong Jae-man

just Salpurichum. His traditional dance

for Salpurichum. Likewise, they are taught by

training has extended through most of the

various experts in modern dance and ballet,

classics, including seungmu (monk’s dance)

as well as rehearse choreography. The

and mask dance dramas like Bongsan

bottom line, according to Lee, is that some

Talchum, Hahoe Byeolsin Gut Tallori and

people have a negative opinion of Korean

Goseong Ogwangdae.

traditional dance. They think it’s slow, boring

Hahoe Byeolsin Gut Tallori, the mask dance drama from Hahoe Village near Andong, Gyeongsangbuk-do Province, was incorporated into one of Lee’s performances in April. The concert Lee Jeong-yun and Etoile

National Dance Company of Korea member Lee Jeong-yun poses in front of the National Theater of Korea (above). Lee, who has studied both traditional and modern dance forms, extends his body gracefully in a piece for the company (opposite).

and for the older generation, and this is an attitude Lee wants to change. He wants to show the dynamism of traditional in partnership with modern dance, see the dance world freed from the fantasy that

was the first time in the history of the

tradition does not change, and allow a

National Dance Company of Korea that a

natural evolution of the traditional

single dancer was able to present a full-

world, Lee explains, that they rarely even

length show on the main stage.

meet. When they do, however, their dates

Coinciding with Lee’s 10 year with the

performing arts. Lee’s eyes glint with pride as he describes

might include watching other dance

the staging of ogomu, the five drum dance,

company, the performance showed the

performances. On occasion they have even

comprised of a line of 13 men powerfully

depth of his training, creativity and

met up while both were touring shows

beating on the instruments in perfect

influences. Lee passionately explains that

overseas.

synchronicity. When I ask him about

dance is dance, no matter if it’s ballet,

Lee obtained all of his dance training in

memorable roles, he highlights the romantic

Within a few moments of meeting Lee

flying through a series of motions so

more favorable environment for Korean

modern, creative or Korean. Hence, his

Korea. For his bachelor’s, he attended

male lead in Dance Chunhyang. He describes

Jeong-yun of the National Dance Company

dynamic they seem a blur. Commenting on

dance, particularly to the benefit of the next

concert moved through the spectrum of

Sungkyunkwan University, where he spent

his realization of growth in his own ability

of Korea, he is posed in front of the

Lee’s comfort level with the photography, I

generation of dancers, is a recurring topic of

genres without regard for artificial

half of each day in classes devoted to theory

brought about by performing Mongryong in

photographer on the balcony of the National

find he has made a conscious effort to learn

conversation.

boundaries, using Korean sentiment and

and the other half practicing dance. At that

the story, 10 years after his first performance

Theater of Korea. Lee, 34, is confident and

to be a natural in front of a lens.

thought as its foundation. Lee chuckles, his

time, the Korea National University of Arts

of the part. His joy in his own development

young hopefuls himself, and with the

eyes twinkling, as he describes the great

(K-Arts) dance program had only recently

shows the passion that has made him an

support of his parents and teachers he made

pride and happiness he felt when rehearsing

opened. Through friends, Lee learned that at

indispensible member of his company. After

and presenting the piece with his friends.

K-Arts, the students were focusing on

the interview winds down, Lee heads back

practice to the extent that no one changed

inside, the empty practice room’s siren call echoing in his ears.

not the slightest bit afraid to strike a dramatic pose, but his personality escapes

He explains his frustrations with popular reality TV shows such as I Am a Singer, where

At one time he had been one of those

between shots in a grin that extends to his

stars of the past are forced to prove their

the decision to pursue dance when he was

eyes, the bandaged wrist and part of a black-

chops all over again. Compared to such

15 years old. After a period of learning

ink tattoo peeking out from above his

programs, Korean dance has been relatively

modern dance, he happened to attend a

Kim Joo-won, the prima ballerina of the

out of their dance clothes; a shockingly

waistband.

neglected, so now Lee takes every

performance by noted traditional dancer Kim

Korea National Ballet Company and Lee’s

radical but highly appealing approach.

opportunity to publicize its traditions and

Choong-han. Lee describes the concert as

girlfriend of the past several years. The two

he can’t restrain himself from tearing into a

the new creative works which draw from

the moment he was hit with the beauty of

dancers are both so busy with their

degree, where he excitedly rushed from class

fast-paced beat on a set of drums, his hands

traditional movements. A desire to build a

Korean traditional dance. Just watching was

rehearsals and performances all around the

to class auditing a wide variety of

Adjourning to a studio for an indoor shot,

156

One of those friends was female lead

Lee entered K-Arts for his Masters

157

Sports and Arts

Korean dramas (in this case, Lie to Me).

of the Seoul Arts Center and for the moment

International Youth Dance Festival since

is comprised of a 10-person staff. Unlike

1997, publishing the dance magazine Images

National Theater of Korea complex, a warren

other nationally supported performing arts

of Dance since 1989 and giving out awards

of practice rooms and theaters of various

groups, the Korea National Contemporary

to recognize the promotion of Korean

sizes, along with the National Orchestra of

Dance Company secures dancers for each

modern dance since 1990.

Korea, the National Drama Company of

individual performance through auditions,

Korea and the National Changgeuk Company

instead of keeping a permanent company.

domestic and abroad Traditional

of Korea. The company employs more than

The inaugural director, Hong Sung-yop, was a

dance in Korea is protected under the

50 dancers, most of whom have a solid

ballerino before his 20-year history as a

auspices of the Cultural Heritage

rooting in Korean traditional dance. A typical

choreographer, and will remain in the

Administration, a subsidiary of the Ministry

day at the theater complex runs from 10am

position for at least the first three years of

of Culture, Sports and Tourism. The seven

to 5pm, with rehearsal supervised by senior

the company.

protected dances are Salpurichum (shamanic

The company is housed at the large

company members, and classes under the

ritual exorcism dance), seungmu,

artistic director. At present the company has

the powerhouse at the center of the Korean

taepyeongmu, Cheoyongmu (dance of the

three major works: Korean Fantasy, Dance

modern dance world. Their major goals

hero Cheoyong), Jinju geommu (Jinju sword

Chunhyang and Soul, Sunflower. In 2011,

include providing support for modern dance

dance), seungjeonmu (victory dance) and

they will present more than 40 full-length

in Korea, promoting the academic study of

hagyeonhwadae hapseolmu (hakchum, that

dance concerts in Korea and make seven full-

and research on dance, nurturing

is, crane dance).

length international appearances. Whether

choreographers, creating opportunities for

Princess Kongji will join the regular repertoire

international exchange and fellowship and

koreanroc.com) is the go-to site for

has yet to be decided.

maintaining a database of Korean modern

information on the b-boy/b-girl scene from a

In 2010, the Ministry of Culture, Sports

Dancing for Life

The Modern Dance Promotion of Korea is

The online Keep Korean Rockinâ&#x20AC;&#x2122; (www.

dance works and individuals. Some of the

local perspective. The same organizers also

and Tourism created a new state-funded

activities that the association has engaged in

oversee the quarterly Korean competitive

company specifically to explore the field of

while pursuing these goals include running

performance called Rockinâ&#x20AC;&#x2122; Sensation. For

contemporary dance. The Korea National

the Seoul International Choreography

non-Korean speakers, the website supplies a

Contemporary Dance Company is based out

Festival since 1992, hosting the Seoul

rich trove of videos and links to the major Korean b-boy/b-girl crews, as well as

A large number of organizations associated with Korean dance in all its many enumerations are keeping Korean traditions alive. These institutions help Korean dancers receive the support they need to excel in classical and contemporary dances of the Western world, and to blaze new conceptual trails.

international crews, dancers and websites for A ballerina warms up for rehearsal at the Universal Ballet Company (below). Dancers perform sanjo chum , a composition that uses traditional dance vocabulary (opposite left). A character from the mask dance drama Dongnae Yayu performs (opposite right).

major competitions. There are several overseas organizations that concentrate on maintaining Korean traditional dance culture. The Korean Dance Studies Society of Canada can be found in

Education is the key to the future of the arts.

founded in 1996, features three

collaborate with students from other music

Toronto and the OngDance Company is

According to the latest government

departments: Dance Performance, Dance

or performance fields. Two full-time

located in the San Francisco area. The East

statistics, there are 32 middle and high

Theory and Choreography. Students in the

professors in this entirely practice-based

Coast is overseen by the Korean Traditional

schools for the performing arts, five of which

Dance Performance major are divided into

program are noted performers of

Performing Arts Association, Inc in New York

focus specifically on traditional arts. These

four areas: ballet, Korean dance, modern

taepyeongmu (great peace dance) and

and the Halla Huhm Foundation covers

programs for young, talented individuals

dance and creative dance. The students are

hakchum (crane dance).

those located in Hawaii.

allow students to get the head start needed

taught under the guidance of faculty

to develop a solid foundation. Once they

members such as Kim Hyun-ja, the former

cornucopia of companies The

graduate, though, there is one university that

director of the National Dance Company of

National Dance Company of Korea, founded

has increasingly become the preferred

Korea, and Jung Seung-hee, a master of

in 1962, premiered a new work in May called

destination: the School of Dance at the

seungmu (monkâ&#x20AC;&#x2122;s dance). In addition, some

Princess Kongji. This work, like many of their

Korea National University of Arts.

dance majors also attend the K-Arts School

other pieces, capitalizes on well-known

of Traditional Korean Arts, where one can

Korean folktales that have been made into

The K-Arts university dance program, 158

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K o r e a’s L e a d i n g I n d u s t r i e s

computer graphics: A New star in korean movies

When a massive tsunami approached the shores of Busan’s Haeundae Beach, the excited chatter of vacationers was instantly transformed into hellish screams. In the summer of 2009, Koreans packed movie theaters to watch Haeundae, the nation’s first natural disaster blockbuster. The film, which sold more than 10 million tickets, owes its success to computer graphics technology. by Min Yong-jun

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make almost any image into reality. However, the use of CG is not some effortless, quick and simple wave of a magic wand. CG is only a part of VFX, which functions as a means to artificially portray extraordinary scenes normal cameras are unable to capture. The increasing incorporation of CG in Korean films means VFX supervisors are playing a more important role than ever. As Jeong Seong-jin of EON Digital Films (the VFX supervisor for Take Off) puts it, “For the last 30 minutes of Take Off, the whole crew had to make a huge collective effort. Creating an explosive finale, while at the same time giving viewers a sense of realism, was important to us. It was also vital that CG supported the dramatic emotions of the main characters, who were facing the risks of ski jumping in spite of bad weather, while delivering a sense of real speed.” Jeong underscores that CG is not simply a device used to buttress movies on a technical basis; it’s a catalyst that enables more effective drama, but is an addition that should not interfere with the overall flow of the film. Jang Seong-ho, president of Mofac Studio (the VFX supervisor for Haeundae), also said, “We could have achieved a better quality of CG than we did if the production company had told us to look for ways to create CG with our own technology from the beginning of the project. [Furthermore,] we could have done it for half as much as was spent in the US (when we outsourced the material). In any event, it’s a relief that we were able to bring the level of CG up to a point that viewers found acceptable, though I would not be honest if I said the project was completed with total satisfaction.” In fact, the quality of the computer-generated data in Haeundae’s water scenes bought from the American company was originally so bad, in part due to a lack of budget, that Jang completely reworked the data he was given. Mofac Studio ended up changing the texture and lighting of the CG cuts, rendering them over and over, and adding extra details. They spent roughly two months focusing on the final composition of more than 640 CG cuts.

CG on the Korean Screens

A still from the movie Haeundae (opposite), CG works from the TV drama Legend (left, right above) and also from the TV drama Tamra, the Island (right below).

before

A film chronicling the rise of a hopeless group of ski jumpers quickly garnered fame in Korean theaters. Take Off (2009) follows the tale of five young men who train in ski resorts without any proper ski jumping facilities, in the hopes of someday winning an Olympic gold medal. The hit film sold more than 8 million tickets and combined with Haeundae, the two blockbusters sold nearly 20 million tickets domestically — more than 10 percent of the entire

after

nation’s 156 million movie ticket sales in 2009. Both films took advantage of Korea’s own virtual effects (VFX) technology, particularly in the area of computer graphics (CG). But even before recent box office hits like Haeundae and Take Off, CG played a prominent role in Korean cinema. Blockbusters such as Tae Guk Gi: Brotherhood of War (2004), director

before

Kang Je-gyu’s Korean War epic that breathtakingly recreated the misery of the battlefield on the silver screen, and fantasy film The Restless (2006) also made extensive use of CG. In 2007, Dragon Wars: D-War took the technology’s potential to a new level, setting the bar higher within the Korean film industry. Director Bong Joon-ho’s The Host (2006) was also recognized for its use of the technology. In essence, CG has grown to become a "secret weapon" that can 162

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K o r e a’s L e a d i n g I n d u s t r i e s

VFX company become one of the world’s most respected in its field by bringing it in to help in the making of his hugely successful movie project. It’s not practical to always depend on just one company do all the work. At the same time, overcoming huge challenges is a prerequisite for positive growth. Previously, Insight Visual before

took part in the production of Kang Je-gyu’s Tae Guk Gi: Brotherhood of War, and is now working on D-Day (working title), Kang’s first overseas project that is still in the planning stages. “At the time when Tae Guk Gi was being made, Kang didn’t trust our CG team very much,” says Son Seung-hyeon, Insight Visual’s production director. “But afterwards I think he learned

after

to trust the role CG plays in movies. I think he’s decided to use CG a lot more from now on.” The most important part of D-Day is location, as the movie is based around the Normandy invasion. The production department is planning on shooting in China, Germany, Hungary and Korea, but continues to discuss the necessity of each location. Additionally, they’re examining different ways to get the effects they need without spending too much of

before

the budget to film in all those locations. Although the movie has substantial funding of around US$27 million, shooting will be hard to execute because of its sheer scale, which is why CG is bound to play an important role. It is likely that “matte painting,” a cost-cutting technique used to copy and paste people’s movements for a particular shoot in the form of digital data, will be used in D-Day

after

Learning from Experience

Still and CG works from the movie The Forbidden Kingdom (top, below), CG works from the movie The Restless (bottom).

because of the way it positively impacted Tae Guk Gi.

Still and CG works from TV drama, Iris (top and above, below).

The experience of learning to use CG provides another opportunity. Director Yoon Je-kyoon and JK Film are now in the early stages of putting together an underwater “monster movie” called Sector 7. Mofac Studio is working on preproduction together with JK Film for the project. The creature in The Host was brought to life by an American VFX company called The

before

Orphanage. Back then, a movie featuring a huge monster was an unprecedented challenge in the Korean film industry. For a blockbuster that cost around US$9.1 million to make, the producers had to be careful when making choices to ensure they didn’t lose money, which is why The Orphanage was chosen over every other Korean company. While The Orphanage was known for the CG work it did on a texture called “hard surface,” through its work for The Host,

after

the company acquired the necessary technology to create a new kind of monster, which in turn helped raise its own standard of quality. Not to be outdone, the making of Haeundae was also an amazing achievement. JK Film stipulated in its conditions that all technology would transfer to Mofac Studio when it signed a contract with the foreign VFX company. The resulting data from Haeundae thus became the

before

property of Mofac Studio, which ultimately helped improve Korea’s own VFX technology. In a similar move, Weta Digital, a New Zealand visual effects company, grew leaps and bounds with Peter Jackson’s The Lord of the Rings trilogy. More recently, it helped work on the science fiction epic Avatar (2009). Keep in mind that although New Zealand’s movie industry is, relative to Hollywood, underdeveloped, Peter Jackson helped his own New Zealand-based 164

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is an educational benefit for the film crew — they can gain an intimate understanding of the overall flow of each movie or TV drama they work on — it is born from a grueling work process. Today, Korean VFX companies are turning their sights to overseas markets. In an effort to promote Korea’s VFX industry, the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency jointly sponsored Korea’s seven leading VFX companies by participating in the American Film Market (AFM) — the largest motion picture trade show in the world — in 2009. Before the event, few Korean companies received requests to help make foreign movies. One notable exception was when DTI Pictures, Macrograph and Footage all took part in the postproduction of The Forbidden Kingdom (2008). Yang Seok-il of DTI Pictures explained it this way: “The price difference wasn’t very big. Breaking into Hollywood doesn’t guarantee success. What you need to do is respond to business strategically.” Mofac Studio also took part in the production of the soon-to-be released movie, The Warrior’s Way (2010). While it won’t be easy Korean VFX companies to become an inseparable part of extravagant Hollywood films any time soon, they will need to search for more long-term targets when considering overseas markets. The expansive achievements of Korea’s CG technology will be rendered useless if not given the chance to be properly used, but opportunities aren’t created solely through the efforts of a single individual. So far, there have been the select few who have worked hard to develop the industry, but now it is time to understand where the country stands, from an industrial and international perspective. The CG industry’s ambition to re-create the future of Korean cinema with its technology can only begin to be realized after this understanding comes about. Looking only at the progress so far, the results are encouraging. Based on the diverse range of experiences Korean VFX companies have had so far, they will one day be able to create such comparable CG works as that of Avatar.

The Future of Korean VFX Perhaps the greatest benefit of CG technology is that it allows for more diverse storytelling. From Haeundae and Take Off, to a recent movie called Woochi (2009), Korean cinema is attempting to deal with genres and subjects that would have been impossible in the past. The same applies to TV

CG work from the movie Hong Gil-dong (opposite), a still from the movie Tae Guk Gi (left), CG works from the movie Modern Boy (right above) and from the movie Private Eye (right below). before

dramas. The Legend (2008) and Iris (2009) were both large-scale projects that captured the attention of viewers with their unique use of CG. As a result of technological developments, Korea’s movie and video game industries gained new freedoms in sharing their stories. At the same time, it’s important to think seriously about how efficiently CG will be used in the

after

future. Yang Seok-il, a manager at DTI Pictures, cautions, “Some producers just hate CG but others heavily depend on it. For example, when shooting a car chase scene where a car is flipped over, producers need to think about whether their action team or CG team can reconstruct it better, and then also consider which one is more within their budget. I’m not saying you have to use CG and spend more money, but it is important to decide which part of a movie definitely needs proper

before

CG.” The box office success of Haeundae and Take Off is definitely encouraging. Indeed, the success of big budget movies that make liberal use of CG has led to the planning of other such movies, with companies able to study and apply the new technology to them. Korean VFX companies usually work on several projects simultaneously — three to four at any given time. Although there 166

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interview

Korean Artists to lead cg blockbusters

Francisco in 1996. I then worked on three

during which an efficient

feature films and one short animation at the

production plan is drawn up,

Walt Disney Studios before landing a job at

while developing the necessary

Weta Digital. In the past, I’ve also worked for

software and technologies and

Paramount Studios and Sony Computer

creating a coherent storyline at

Entertainment, the maker of the Sony

the same time. Such thorough

PlayStation. Early on in my career I spent

preparation, combined with an

three or four years in the field of game

efficient work environment,

cinematics, working for companies like SNK,

saves a lot of time. During the

Activision and Sony.

preproduction of Avatar, which

Park Jee-young In character animation at

lasted several years, James

the California Institute of the Arts (CalArts), I

Cameron and 20th Century Fox

started work at an indie movie production

developed a new camera

company as a 2D key animator. At the time,

technology called the Pace Fu

many 2D animators were transitioning into

sion 3D camera system.

3D, and I was no exception. Three years ago, I

Another strength of the

saw an announcement saying James

Hollywood VFX industry is that

Cameron’s Avatar was going into

there are so many artists who

preproduction and of course, that’s when I

know how to use all these new

applied to join Weta’s animation team.

technologies really well.

Q What exactly did you do on Avatar?

Q How do you think Korea’s

A Jung In November 2008, for the first eight

VFX technology is coming

months of production, I worked as a texture

along?

artist, developing colors and textures for CG

A Park Thanks to Korea’s

character backgrounds and objects, and then

soaring interest in VFX and how

for the last four months I worked as a

it’s revitalizing the

lighting technical director, designing the

entertainment industry, investment

turning their attention outside the country

lighting for scenes to create the final images.

in VFX movies is growing every year and

to cut costs. So as long as you have solid

This transition between departments

movies out there are becoming more and

qualifications and a good command of

enabled me to experience a wider range of

more expressive. The use of VFX is only going

English, there’s a good chance you can sign

the movie’s production process.

to increase in Korea in the future. It’s also

some kind of a deal with an overseas

Park I worked on Avatar as a senior animator.

noteworthy that there are a growing number

company for VFX or animation production.

All of these creatures, none of which exist in

of professionals who are well-versed in this

the real world, were created from scratch

field.

through nothing but animation. Anyone who has been paying close attention

Koreans had a hand in Avatar (2009),

to the end credits of Hollywood blockbusters

James Cameron’s epic 3D motion picture

for the past several years will have noticed the occasional Korean name scroll by. Today,

that has fundamentally altered the movie industry. The list includes lighting technical

A total of nine Korean artists were involved

We have to figure out what our strengths and weaknesses are, and deal with the particular problems we face. Korea has a

Q What do you think about Korea’s

domestic movie and game market base, and

in the historic cinematic project, two of

Q What did you think was special when

intention to take its VFX overseas?

a professional workforce. On the other hand,

whom sat down to talk with KOREA about

you first saw how Hollywood productions

A Jung It’s great that Korean VFX companies

there is a lack of experts with high-end

their lives and the VFX industry.

were made and became a part of it?

are collaborating on overseas projects and

production experience and a language barrier

A Park The first things that come to mind

making inroads in other markets, and they

in place. You also have to keep in mind that

there are actually quite a few Korean VFX

director Jung Byung-gun (above), digital

artists working on some of Hollywood’s top

modelers Chang Jung-min and Lo Eung-ho,

Q How did you end up working overseas?

are the massive amounts of capital

should definitely keep up with this. It’s

most of the countries doing VFX and

productions and at some of America’s

senior facial modeler Lee Jin-woo, modeler

A Jung Byung-gun After graduating from

investment, the systematic production

difficult to expect the Korean VFX industry

animation work for the US right now are

leading studios. These talented men and

Lee Sun-jin, visual effects artist Im Chang-

Hongik University with a degree in

pipeline in place, and the abundance of

to grow if companies just target the limited

English-speaking ones like Canada, India,

women represent the future of the Korean

eui, FX ATD Sean Lee, motion editor Kim

Department of Art Studies, I enrolled at the

trained professionals. A particular focus is

domestic market with its small number of

New Zealand, Singapore, India and the UK.

VFX industry.

Ki-hyun and senior animator Park Jee-young.

Academy of Art University (AAU) in San

placed on preproduction and planning,

moviegoers. Producers in Hollywood are

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K o r e a’s L e a d i n g I n d u s t r i e s

Helping the Cg Industry gain ground worldwide In November 2009, seven Korean VFX companies shared a booth at the American

support tool.” The industry welcomes the move.

technologies emerging around

outcome of their hard work to coordinate

the world. The MCST plans to

these demands was the establishment of the

spearhead participation in

Korea Computer Graphics Industry Alliance

overseas projects involving

(KCGIA) in 2009. The idea of a council was

Korean companies and to

conceived in 2008 and came to fruition in

provide further marketing

August 2009 as an advisory committee to

opportunities by bringing

the government. In a nutshell, the success of

relevant businesses together in

this policy depends on how well government

overseas markets, including the

officials are informed of what is really going

Cannes International Film

on in the industry. People are paying

Festival and the American Film

attention to whether this meaningful first

Market. If all goes according to

step can lead to an even bigger leap.

Film Market (AFM), the largest motion

“Hollywood tends to keep going back to

plan, this will create sales of 100

picture trade show in the world. The

companies that have proven themselves

billion won and 30,000 new jobs

companies were involved in a project aimed

time and again. Initially, we predict we will

by 2013.

at actively promoting the technology of

not achieve exactly what we want, but I do

Korean VFX companies through business

think that we will be able to improve our

initiative was brought about

meetings with international film

relations on a lasting basis once we

after Korean companies would

professionals, an endeavor spearheaded by

successfully complete our first project,” says

not leave the issue alone. The

Korea’s Ministry of Culture, Sports and

Son Seung-hyeon, production director at

Tourism (MCST) and the Korea Creative

Insight Visual. In essence, government

Content Agency (KOCCA).

support is like fertilizer, supporting the

The two government groups backed the companies’ promotional efforts by arranging business meetings with buyers from

their own two feet. The Ministry of Culture, Sports and Tourism made an official announcement

manager at KOCCA’s Future Convergence

about the project to promote Korean CG

Content Group, expounded on when he said,

companies in foreign markets on January

“It is very difficult for small Korean

14, 2010, with Minister Yu In-chon

companies to open booths at international

explaining, “The government plans to

festivals because of their limited budgets.

inject around US$181 million into its

That’s why the government provided an

computer graphics industry by 2013.”

opportunity for these small businesses to

The action plan includes creating a

share a booth.”

special CG fund of around US$45 million, offering tax breaks that include refunding

Convergence Content Team, adds, “The AFM

the cost of production, and providing

is part of the bigger promotional package

support in the form of equipment to

picture. The main part of the program is

small companies to enhance their

aimed at supporting Korean CG companies

technological competence.

participating in movie/broadcasting projects

On top of that, the government will

both in Korea and overseas by paying for

help individual companies which have

part of the production costs. The goal is to

had difficulty finding investment for their

help these companies enhance their price

technologies, with their R&D efforts. The

competitiveness and the quality of their

project aims to improve the

product. In this context, participation in the

technological prowess of all Korean VFX

AFM can be seen as an additional marketing

providers and secure new 3D

170

Stills from the recently released movie Woochi (above) and last year’s hit movie Take Off (below).

industry until companies can stand on

Hollywood, which Jo Ha-sup, an assistant

Park Sang-uk, who works at the MCST’s

The government’s policy

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K o r e a’s L e a d i n g I n d u s t r i e s

Korea’s Motor Ways

on the fast track to success On the global stage, Korea’s automobiles rise rapidly nowadays. The Hyundai-Kia Automotive Group, in particular, strongly spotlighted on its own quality and reliability. Yet the company’s success overseas certainly hasn’t been an overnight affair. It has been built through exhaustive research into local conditions and, in part, its factories’ role in helping revitalize local economies. And as Hyundai-Kia’s star has continued to rise, other Korean automakers are being vitalized, too. by Shim Hui-jeong

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“It

was like a desert here, and Kia

cars in its first year in the market, 1986,

was the fountain.” So said

and 264,000 cars the following year,

Annie Davison last February as she

Hyundai was undone by a reputation

breathlessly thanked the Korean

for being shoddy and unreliable. As a

automaker for setting up shop in her

result, sales suffered and secondhand

hometown of West Point, just south of

Hyundai’s could be had for practically

Atlanta, Georgia. In an astonishing

nothing. But things started to change in

turnaround for the area, which had

1999, when Chung Mong-koo became

suffered a long, slow economic decline,

the CEO and president of Hyundai-Kia.

construction began on the Kia plant just

Meetings were scheduled twice a month

before the subprime mortgage crisis

just to address quality issues, and

engulfed much of the U.S. economy. In

employees from every single

2008, Kia Motors America started hiring

department — acknowledging that

online, a first for the U.S. automotive

quality had to be tackled from the

industry. In addition to 1,100 local hires

ground up — conducted product

of its own, Kia’s 25 business partners,

quality management with a renewed

which all entered the country together,

sense of purpose.

has hired another 4,000 people thus far.

By 2009, just eight years after they’d

As a result, Kia’s Georgia plant has

placed rock bottom, Hyundai cars were

created 5,100 new jobs.

recorded top on a product quality

Kia is planning to hire a total of

analysis list compiled by J.D. Power and

company again adopted an astute

locally customized community services.

marketing strategy targeting the United

In China, the group is taking the

States in the midst of the global

initiative in preventing desertification

financial crisis. In January 2009, under

and helping the environment by

its Hyundai Assurance Program,

conducting a five-year project to turn 50

Hyundai succeeded in making hesitant

million square meters of arid land in

Americans open their wallets with an

Inner Mongolia into grassland by 2012.

astonishing promise to pay up to three

In the Indian market, where Hyundai-

months of installments for people who

Kia is the top seller, the group donates

were looking for work, or to buy back

100 rupees to the Hyundai Motor India

the cars if employed customers lost their

Foundation (HMIF) for each car it sells

jobs. In a month when automakers

there. This year, Hyundai-Kia donated

suffered the biggest decline in U.S. car

approximately US$750,000 to the

sales since 1963, Hyundai actually

foundation, a 67 percent increase over

posted a growth of 14 percent.

the previous year. The company is also

3,300 people by 2013, with its business

Associates, a marketing information

partners upping manpower to 7,500

firm. In March 2010, Hyundai ranked

over the same period, for a grand total

sixth in J.D. Power’s durability

of 10,800 employees. The Georgia Tech

performance analysis, a measure of

Research Institute has forecast that Kia’s

automobile reliability three years after

plant will create over 20,000 jobs in nine

purchase. Coming higher than stalwarts

neighboring counties by 2012 and its

of trust such as BMW and Volkswagen,

overall economic impact will be as high

Hyundai reveled in its second top 10

as US$6.5 billion.

finish in two years.

A Global Concern Among major

turning crisis into

automakers, Hyundai-Kia — a group

opportunity When asked to select

formed in 1998 when Hyundai bought a

the most intimidating automaker to

controlling interest in Kia — is fast

emerge in recent years, automakers

becoming a global company with local

around the world named Hyundai. This

Bringing the World Together

characteristics. Just a few years ago,

success has brought increasing attention

educational conditions in remote and

however, nobody was predicting

from international media, who are

In 2000, Hyundai-Kia had only 3

marginalized regions of the country.

Hyundai would be one of the major

analyzing just how a company that was

auto-making success stories. Though

something of a joke less than 20 years

today one of the fastest growing car

ago has grown into the world’s No. 5

brands in the United States, Hyundai

automaker (by number of cars produced

Motor Company (as it was known back

and sold).

then) was long hamstrung by a —

Just as Hyundai made a name for

largely deserved — image as a low-cost,

itself 10 years ago with its America’s

low-quality producer. Selling 126,000

Best Warranty promotion campaign, the

174

An exterior of Korean car company SsangYong Motor’s Chairman H (top). A dashboard of Lacetti Premiere of GM Daewoo Auto & Technology — another Korean automobile company (above).

GM Daewoo’s compact car model Gentra drive along winding roads (above). Kia opened a production factory in Georgia, U.S., positively affecting the local economy (below). Korean cars are exported to all over the world (bottom).

helping improve medical and

overseas plants. As of April 2010, the

Last March, the Hyundai-Kia Group

group has 11 overseas production bases.

provided US$200,000 in relief funds to

In addition, Hyundai is currently

earthquake-stricken Chile. Also, in

constructing a factory in Russia with a

cooperation with Hyundai Mobis, an

production capacity of 100,000 cars, and

affiliate that provides auto parts, the

is preparing to build other plants in

group conducted repair tours for cars

Brazil and China.

damaged by the earthquake and offered

As Hyundai-Kia becomes more global in scope, it is investing heavily in

discounts on auto parts. In previous years, Hyundai-Kia has looked to fulfill 175

K o r e a’s L e a d i n g I n d u s t r i e s

its social responsibilities by providing

of recovery. From January to March this

funds and resources following disasters

year, GM Daewoo exported 116,479

such as the 2003 Bam earthquake in

cars, while selling 259,508 complete

Iran, the 2004 Indian Ocean tsunami, the

knockdown (CKD) kits to overseas

2006 Java earthquake in Indonesia and

markets. Those numbers represent a

the 2007 Greek forest fires.

19.7 percent and 38 percent increase,

In the United States, Hyundai Motor America employees travel across the country in white Santa Fe to offer

respectively, over the same period last year. The rising status of GM Daewoo can

financial support to child cancer

be seen through at the Beijing Motor

patients. The company is also working

Show 2010. Ambitious entries from the

as a sponsor of the Soccer for Hope

company are next-generation vehicles

program, which raises awareness for

that GM Daewoo has taken the initiative

children with cancer by teaching them

in developing. CEO Mike Arcamone,

how to play the sport.

who has held his position since last October, said, “It shows the importance

176

Korean automotive Brands

of GM Daewoo that the next-generation

Gaining Leverage Overseas GM

global cars, whose development was led

Daewoo, whose parent company is the

by GM Daewoo, were shown as major

new GM, is being revitalized as the

models from Chevrolet at a recent

global automotive industry shows signs

international motor show.” The

177

K o r e a’s L e a d i n g I n d u s t r i e s

company is playing a leading role in

Furthermore, as Renault Samsung

designing cars for the future as it also

achieves substantial results with its

develops parent company GM’s

great product power in Korea and

compact cars. This is seen in GM

overseas, the Renault Group has

Daewoo’s Seoul Advanced Design

prolonged its contract to use the

Studio, which analyzes trends of the

trademark and Samsung name until

global automobiles’ design for GM

2020. Renault is paying 0.8 percent of

develops. At present, only four

domestic sales (2 million to 3 million

countries have more than two GM

Korean won) as royalties to Samsung

design centers, Korea, the US, UK, and

every year.

Germany. Renault Samsung Motors Company

In addition, Renault Samsung Motors Company is exporting more cars

is enjoying the greatest boom in its

than it ever has since its launch in 2000.

history thanks to high sales of its new

Starting with the export of its SM3

cars this year. In April 2010, the

model, the company has increased the

company celebrated its 10th anniversary

total number of cars it sends overseas,

since acquiring Samsung Motors. Over

with exports making up 48 percent of

that time, Renault Samsung has

total sales in 2008. This year, Renault

established itself as a premium brand in

Samsung’s exports from January to

Korea and has earned the respect of

March increased by 171.5 percent over

customers around the world by

the same period last year. Renault

exporting models melding Renault’s

Samsung exports its SM3 CE model

cooperative development platform with

under various names — Scala, Sunny,

Korea’s unique style. Indeed, Renault

and Almera — to the Middle East,

Samsung’s decade of success clearly

Europe, and Russia, while its SM5

shows the brand power of Samsung.

model is sold as the Safran and the QM5

SsangYong Motor’s Super Rexton continues its fame as SUV maker (top). The Hyundai-Kia Automotive Group supports several sporting activities (above). Renault Samsung Motors, another Korean car company, unveiled its New SM5 model last January (below).

An orange-colored Gentra of GM Daewoo (above). Hyundai is an official sponsor of the 2010 FIFA World Cup (below). The Busan International Motor Show 2010, a biennal motor show, is held from April 29 to May 9 (bottom).

as the Koleos to over 60 countries

market. Hyundai-Kia disposed of its old

worldwide (except North America).

image — selling low-priced cars — and

The SsangYong Motor Company is

is instead transforming itself into a

noted for its creation of a

leading global brand with amazing

characteristically Korean SUV. The

product quality and design. GM

company was a breath of fresh air to the

Daewoo and Renault Samsung have

country’s automotive industry with the

also contributed to raising the status of

Korando series, Korea’s first four-wheel

Korean brands, while SsangYong is also

drive station wagon. Since then it has

continuing with production of its

continued to make SUVs like the Musso

Korando model in domestic and

(the epitome of Korean four-wheel drive

overseas markets.

vehicles with its unique style and excellent performance), which was first released in 1993, the luxury SUV Rexton in 2001, and the Kyron and Actyon in 2005. SsangYong named its new crossover utility vehicle (CUV) the C200 Korando C, with the aim of reviving the legendary success of its predecessor, the company’s best known model during its heyday and moving forward as the new SsangYong. Korea is the world’s fifth largest carmaker. Many automobile companies have succeeded in distinguishing their unique characteristics in the global auto

178

179

K o r e a’s L e a d i n g I n d u s t r i e s

Throughout Southeast Asia, Korean cars are

strongest here, has begun offering state

adjusted for different markets. This has served

increasingly vying for road space with more

support for exports of its used cars, in order

to reassure local consumers, who seem more

established Japanese brands. Korean

to enable dealers in Russia’s Far East to sell

willing to trust the commitment of a firm that

automakers’ more recent success in a region

Japanese automobiles at lower prices. As yet,

brings new models to a foreign market. In

long dominated by Japanese cars is a

however, the measure has had only a limited

India and China, for instance, brand-new

testament both to Korean cars’ value for

effect in stemming the general consumer

Hyundai models such as the i10 and a

money, and their ever-improving standards of

tide toward Korean cars.

customized version of the Avante have been

engineering. And as sales improve, so do

overseas has been their stringent efforts to

Korean car makers have gone to great

being made in Korea has become such a

adapt to regional market conditions. When

lengths to connect with local employees, too.

stamp of quality for cars; many people make a

Korean car firms initially set up a plant in a

Korean managers overseas have tried hard to

point of not removing Korean-language

foreign country, their first priority is to

adopt local cultural practices and to give

stickers and brochures from the car after

establish relations with consumers as a

workers plenty of opportunities to air their

they’ve bought it.

means of gauging local sentiment and

grievances or make suggestions. Having had

adjusting their sales strategies accordingly.

time to fine-tune their employee relations

market in 2002, they became the vehicle of

Korean cars are going places. Thirty years after first selling cars worldwide, Korea is now the fifth biggest car producer in the world, according to research carried out by the Korea Automobile Manufacturers Association (KAMA). This commanding position is evident in the global expansion of local automakers. In addition to Korean cars’ success in the United States, practically every growing market is home to auto plants run by Korean companies. Furthermore, one domestic brand has recently announced plans to establish an automotive plant in Brazil, the heart of the South American market. Today, Korean cars are a truly global presence. by Kwon Yong-ju 180

big sellers.

peoples’ perceptions. In Vietnam, for instance,

When Korean cars entered the Chinese

Korean Cars: Making Inroads Overseas

A key part of Korean automakers’ success

Perhaps most important in the ascent of

policies, Korean companies are gaining an ever

choice for taxi firms throughout Beijing, for

Korean car firms, though, has been their

their high product value. Building on this

willingness to diverge from most major car

success, Korean automakers have already

makers — who tend to rely on unchanged

adapting to cultures has won Korean

constructed two manufacturing plants in

existing models when they build plants

automakers a lot of respect around the world.

China with plans to build a third. Indeed,

overseas — and release new models that are

Thanks in large part to these localization

better reputation as desirable places to work. This emphasis on human resources and on

with sales so healthy in the country, Korean

strategies, the overseas production of Hyundai,

car makers plan to roll out new models for

Korea’s largest automaker, now eclipses that of

sale only in the Chinese market. In India,

its domestic factories. Between January and

meanwhile, small Korean cars are having a

March, 2010, Hyundai produced 397,000 cars

big impact — thanks to canny localization

in Korea, as compared with 442,000 cars at

policies. After thorough research into local

overseas plants, providing still more evidence

needs and tastes, Korean automakers worked

of just how international the Korean auto

out that a slightly higher roof in their cars

industry has become.

would be very helpful for the large number of Indians who wear turbans. In the United States — long the most

From being considered cheap knock-offs of better brands, Korean cars are now regarded as some of the best quality, yet

competitive market for automobiles —

reasonably priced, cars in the world. Today,

Korean-made cars are also enjoying great

the Korean car industry is increasingly

success. While top Korean brands continue to

snapping at the heels of the big boys, with

do well there, some American automobile

sales forecast to account for as much as 7

brands manufactured in Korea — notably

million units — 10 percent of the global

the Chevrolet Aveo — are also selling well,

market — by 2015. Korean cars, it seems,

demonstrating Korea’s increasing importance

have plenty of places to go yet.

in all aspects of the automobile industry. The success story stretches right across the world to Russia’s Far East, where consumers have been attracted by Korean cars’ combination of good value and reliability. In response to the competition, Japan, whose carmakers have traditionally been the 181

K o r e a’s L e a d i n g I n d u s t r i e s

Eco-friendly: Cleaner and Greener The term “green” has recently become a buzzword in the automobile industry. Although there is a national drive to respond to the global financial crisis, there is also a collective need to deal with climate change, which is why Korea is moving foursquare into the field of eco-friendly automobiles. The Korean automotive industry has already come up with the LPi hybrid, an LPG engine installed within a hybrid vehicle, and is about to release a next-generation hybrid in the form of an electric vehicle (EV). Today, as with the rest of the world, Korea’s automotive industry is thinking green in order to cut carbon. by Kwon Yong-ju

When people think of eco-friendly cars, they

in cars include ideas on how to use oil and gas

usually imagine some form of alternative fuel:

more effectively, while not compromising on

is its weight and its power generation

technical university, developed an “online

are getting closer, and when one manages to

EVs, say, or fuel cells. Much of the focus,

looks or performance. This is why, at last year’s

system, which has reduced the car’s co2

electric vehicle” (OLEV), which works by

go 200 kilometers at 160 kilometers per hour

however, is in fact on cars with a higher fuel

Geneva Motor Show, Hyundai’s next-

emissions to a minuscule 85 grams per

drawing on electric power carried in

on a single charge, the age of electric vehicles

efficiency or reduced gas emissions. Today, all

generation hybrid concept car caused such a

kilometer. Getting a whopping 33 kilometer

underground cables. Another notable

will truly have arrived.

major efforts at cutting the use of fossil fuels

stir.

to the liter, it’s no exaggeration to say that

emerging technology is neighborhood

the i-flow has raised the bar for hybrid

electric vehicles (NEVs), which are loaded

of the potential for eco-friendly cars. But if it

technology.

with lead storage batteries and lithium-ion

can combine all the eco-friendly car

batteries. Designed for driving within cities

technologies it has accumulated through the

Called the i-flow, the car drew at least as many plaudits for its sleek design as for its hybrid-system power unit. At just 0.25, the

182

Also increasing the car’s eco-friendliness

However, even more important than

Last March, KAIST, a prestigious Korean

To date, what we’ve seen is just a taste

i-flow’s drag coefficient (Cd) is less than that

hybrids, at least if the volume of interest in

at speeds of less than 60 kilometers per

development of fuel cells and EVs, Korea has

of a sports car, meaning low resistance while

Geneva was anything to go by, are electric

hour, NEVs are already being developed by

a good shot at being a contender in the

driving and greater fuel efficiency. As the

cars. Representing 80 percent of the eco-

some small- and medium-sized companies.

global eco-friendly market.

whole concept of eco-friendliness with car

friendly cars on show at the Swiss car show

fossil fuels refers to getting more kilometers

last year, electric cars seem finally to have

green cars, Korean automakers are planning to

to the liter, the lower Cd on this hybrid car

come of age, and Korean researchers and car

start production of full EVs by next year.

was a big development.

makers are taking note.

Though not, yet, quite as powerful as cars

For those who like a bit more bite in their

183

K o r e a’s L e a d i n g I n d u s t r i e s

These are heady days for Korean electronics. Everywhere you look, there are electronics gadgets that bear the “Made in Korea” stamp, whether they are cell phones and TVs or components in other firms’ products. Korea is now also a world leader in broadband connection — but the journey’s only just begun. by Song Yeong-rok

Korea’s Elect ronic dreams 184

185

K o r e a’s L e a d i n g I n d u s t r i e s

guide, the exhibition draws student

information technology firsthand. Since

field trips from Japan and China, as well

opening in October 2008, the hall has

as delegations from Harvard Business

hosted government officials, business

School and other top colleges in the

figures and academics from 19 OECD

United States.

members. Visitors include the US,

“Lately, we’ve had corporate

partners including China, Thailand and

European countries, and also from

Vietnam; and from more unlikely

rising countries like Vietnam, China and

locales like Mali and Tajikistan. In

India,” says Bong Ju-hwi, a manager at

February last year, Nathalie Kosciusko-

Samsung D’light.

Morizet, France’s Minister of State, paid

Samsung D’light is also famous for

IPTV, two kinds of mobile TV services,

electronics products. The 9000 series of

in action.

Italian tenor, is a big fan of Korea.

Korean technology is making a name

Unlike most Koreaphiles, however,

for itself around the world. And having

Bocelli’s affection is not a result of food

heard these stories, visitors are coming

or traditional culture, but of a braille

from far and wide to learn the country’s

computer created by local firm HIMS

electronic secrets.

In March, T.um replaced its Ultra

camera; the N310, a mini notebook; and

Mobile Personal Computer corner with

the Omnia 2 and Galaxy S smartphones

smartphones and, after some more

were all unveiled for the first time in the

renovations that included the

exhibition hall.

installation of a system that tracks

T.um, SK Telecom’s ICT (information With high-profile successes like this,

a visit and saw Samsung’s DMB and

unveiling the company’s latest 3D TVs; the NX10, a high-end digital

ndrea Bocelli, the world famous

Britain and France; major trading

visitors from the US and developed

visitors in real-time, the hall was reborn

and communications technology)

as T.um 2.0. Every exhibit is

interactive hall, serves as another venue

smartphone-interactive: With the body

for visitors to experience Korea’s latest

scanner, patrons can create an avatar of

A spectator tests out an IT product, a body scanner, at SK Telecom’s ICT interactive hall, T.um (above). Visitors react to seeing their pictures on the screen of a wide monitor at Samsung D’light (below).

Korea. Having been blind since the age

Samsung Electronics’ new smartphone, Galaxy S is seen (top). HIMS Korea’s portable braille computer, Hansone, was developed for the blind (above). Samsung D’light is an exhibition hall for the company’s latest electronic products (below).

of 12, Bocelli’s life was improved

IT Lessons Ask a Korean what the top

immensely by the device, which enables

must-see tourist attractions in his capital

him to write music, send e-mails and

are, and he’ll no doubt say the all-night

documents, and doubles as a braille

market at Dongdaemun or perhaps the

score for when he’s performing operas.

traditional stores along Insa-dong.

Korean IT, Bocelli said, changed his life.

However, rising quickly in the ranks of

World-renowned physicist Stephen Hawking is also a beneficiary of Korea’s

exhibition hall at Samsung Electronics’

IT industry. Though only able to move

headquarters in Seocho-dong, southern

two fingers due to the degenerative

Seoul. In just 18 months, this showcase

effects of Lou Gehrig’s disease,

of high-tech gadgetry has attracted

Hawking can communicate through a

more than 800,000 visitors, or roughly

Korean-made speech synthesizer.

3,000 people every day.

Produced by a firm called Voicewear,

186

that list is Samsung D’light, an

Samsung D’light has built its

the device turns computerized text into

reputation as an “interactive digital

a human-sounding voice. Hawking

space,” managing to attract hordes of

picked it, he said, because it was the

visitors from overseas. Listed as a

best available anywhere.

recommended stop in a Japanese travel 187

K o r e a’s L e a d i n g I n d u s t r i e s

Samsung Electronics held an consumer event, Super Smart Day, to introduce the Galaxy S’s functions and applications on July 17 in Seoul (above). Samsung recently unveiled its latest 3D TV series, the Samsung PAVV hybrid 3D PDP TV, in two models (below).

themselves and try on virtual costumes,

Electronic politics Korea’s

while pressing certain keys on their

government is also playing a central

smartphones will open the door of a

role in transforming the country into an

sports car they can take for a spin.

IT powerhouse. Demonstrating the

T.um 2.0 also includes the Play

nation’s pioneering role in the move

Dream hall, where you can experience

toward e-Government, Ministery of

the ICT services of the future, and the

Public Administration and Security of

Play Real hall, which showcases SK

Korea’s Minister Maeng Hyung-kyu

Telecom’s current technology and

and UN Under-Secretary-General Sha

services. The Play Dream hall lets

Zukang last June agreed to jointly

visitors sample home networking

develop the “UN Public Administration

services using motion-detection

Knowledge System,” a project under the

technology, futuristic games, real-time

auspices of the UN department of

conversion of 2D into 3D, and shopping

economic and social affairs in Barcelona,

services using image recognition. The

Spain. The system will collect

Play Real hall, meanwhile, has an array

information related to e-Government

of core technologies currently under

policies, infrastructure and evaluation

development at SK Telecom, plus

among the 192 UN member states, with

mobile network management systems

a view to creating a UN-centered global

and high-tech services that are being

e-government in the future.

provided or are in development today.

On behalf of Korea, Maeng also received the top prize at the 2010 UN

Electronics and LG Electronics are

Global E-Government Survey Special

ranked second and third in the world

Award, a recognition of Korea’s leading

mobile phone market, and occupy the

position in the field. Looking to learn

top two spots in the global TV market.

from Korea’s success, officials from 11

Nor are Korean firms focused only on

developing countries visited in March,

finished products. If you’re using a

taking classes in Korea’s e-Government

Nokia or an Apple handset, the chances

policies and information technology.

are that some parts were made in Korea.

The tour included visits to agencies that

Check your HP or Dell computer, and

have already embraced the new

the DRAM memory chips will almost

e-Government system, such as the

certainly be from Samsung or Hynix.

National Computing and Information

In the 3D industry, a booming field

Agency and the Korean Intellectual

since the release of James Cameron’s

Property Office. According to the

epic Avatar, Korea is also playing a

National Information Society Agency,

pivotal role. “I think Korea will firmly

over 3,000 public servants from about

establish itself as the world leader in the

100 nations have taken part in

new industry of 3D TV,” Cameron said

specialized IT training programs in

on a visit to Korea in May. “Korean

Korea since 1998.

consumers tend to be early adopters,

Participants of the World IT Show 2010, an IT exhibition held in Seoul from May 26 to 28, watch LG’s 72-inch LED 3D TV (top). People play a videogame at SK Telecom’s T.um (above). The Korean government hosts a civil affairs website, G4C (below).

adjusting to new technologies quickly. leading the World Nowadays, no

And that will help companies like

matter where you are in the world,

Samsung and LG supply 3D TV sets,

you’re never far from a Korean mobile

starting with Korean households and

phone, TV, washing machine or air

then the rest of the world.”

conditioner. Korea’s Samsung 188

During his time in Korea, Cameron 189

K o r e a’s L e a d i n g I n d u s t r i e s

announced a deal with Samsung in

A Bhutanese IT official tests out the U-City Environment program, supported by the Korean government, at Digital Media City in Seoul (top). Hynix’s semiconductor chip, 44nm 2Gb LPDDR2, is seen (below). James Cameron, director of the famed 3D movie Avatar , visited the Samsung Digital City in Suwon on May 13 (below right)

which his Avatar production crew

percent of the global semiconductor

In terms of sales, Samsung is ranked

market in the first quarter of this year.

first with 26.5 percent and LG Display

While competitors have been holding

second with 23.7 percent. In February,

back, Samsung and Hynix have

both firms surpassed an accumulated

continued to make bold investments,

production of 500 million large LCD

ensuring their dominance. Samsung

units — enough to cover 10,000 soccer

recently announced a 9 trillion won

fields — since beginning their

mobile phone market, are also working

(US$7.5 billion) investment in its

operations in 1995.

to increase their presence through

semiconductor sector, while Hynix

smartphones. Samsung’s flagship

plans to pour in 3.5 trillion won.

would shoot music videos for Korean pop stars — including BoA and TVXQ — to be displayed in Samsung 3D TV retail outlets worldwide. Korean firms, as major players in the

For all their success, there still remains a feeling that Korea’s

smartphone, the Galaxy S, will be

electronics industry still has the

offered through more than 100 mobile

potential to grow. Soon 3D TVs will

service providers as the company seeks

come without glasses, chips will be

to sell 10 million units.

smaller yet even more powerful, and

In the global semiconductor

smartphones will do things we’d never

industry, Korea’s strength is even more

imagined. And when they do, you can

pronounced. According to a recent poll

be sure that Korea’s electronics giants

by the market research firm iSuppli,

will be a part of them.

Samsung and Hynix respectively accounted for 32.6 percent and 21.7

190

Fans watch the American NCAA men’s final game in April on the LG Electronics 3D TV at Lucas Oil Stadium in Indianapolis, US (top). LG Electronics launched a new 3D computer package, which provides 3D-effects for 2D images (above).

191

K o r e a’s L e a d i n g I n d u s t r i e s

“Compared to just three months ago, the demand for new apps has tripled,” says Yang Soo-yeol, research chief at Inpion Consulting, a web services company. “To meet this demand, we

Korea Sets Sail on a Sea of Apps

see more and more app developing companies and individuals

Though somewhat late to arrive to the party, iPhones have taken off in Korea with a vengeance. And as the iconic smartphone has seen its sales soar, its applications, or apps, have become a local phenomenon too. Just as amateur app designers have reflected local needs and tastes around the world, Koreans are coming up with their own games and solutions — with intriguing, lucrative, results.

teaching civil servants the value of openness. When the app was

by Son Jae-kwon

appearing almost every day.” As wildly successful as it’s been, Kim’s Chinese app is just one of a flurry of hits designed by and for Koreans. Seoul Bus, designed by second-year high school student Yoo Joo-wan, became a smash hit by telling Seoulites exactly how long they’d have to wait for their bus, whichever stop they were at. Since its release last December, Seoul Bus has been downloaded 560,000 times. Seoul Bus also served another, hugely important role: first released, the governments of Seoul and Gyeonggi-do Province — on whose data Seoul Bus relied to work — tried to

As the smartphone gains in popularity in Korea, several applications have become hits. People of Delivery, Kim’s Chinese, Seoul Bus and Facial Recognition Physiognomy apps are seen (from top left).

up with these “delivery apps,” and more are doing so every day. While catering to specific local needs, apps such as Delivery

have it banned, saying that Yoo required their express permission

Box are also creating brand new experiences and new business

to use the information about the buses. The public made their

opportunities. This, in turn, is creating a self-perpetuating cycle of

objections known, arguing that the information in fact belonged

profit: As more innovative apps appear, more people want to buy

to them. The governments soon relented, and an app sensation

iPhones.

was born. For many Koreans, it was inspiring to see a student preparing

Within just two months of iPhones and apps going on sale in Korea, the amount of online data used by Koreans more than

for Korea’s notoriously tough university entrance exams find the

doubled. Today, Korea’s iPhone users log an average of 442 MB

time to create an app. The moral seemed to be that whoever you

per month, 44 times higher than regular cell phone holders. This

were, and whatever your background, you could develop and

exponential growth has had a positive knock-on effect to the

make money from these programs.

economy. In the first quarter of this year, there were 6,689 job

Kim Si-hyun, head of the Chinese Character Education Research

partners and, overcoming his technophobia, decided to give it a

Institute, is one of the most famous lecturers of Chinese in Korea.

go. Besides a Chinese dictionary containing 2,300 key characters,

Recognition Physiognomy. Tapping into the old belief in assessing

percent from the same period a year ago. Between December

Every semester his lectures at Hankuk University of Foreign

Kim built several other apps that offered help in studying for

people’s character through their faces, this app lets users access

2009 and February 2010, there were also 1,325 companies newly

Studies, Dongguk University and Sookmyung Women’s University

Chinese tests, then watched as his creations became an

facial shots saved in their photo album then breaks them down

registered in the publication, video, broadcasting and optional

draw more than a thousand students. Despite his common touch,

overnight success.

into five areas. From this, it divines insights into what the future

service provision sectors, an increase of 39 percent year-on-year.

holds for him or her. In a country where fortune telling remains a

This vast increase, of course, coincided with the introduction of

popular pastime, the physiognomy app has been a big hit.

iPhone and the App Store in Korea.

however, Kim long shunned the digital lifestyle. Social media or

Apple’s iPhone arrived in Korea on November 28, 2009. In the

Another app that’s been clocking up big sales is Facial

notices in the mobile communication and software sectors, up 51

mobile phones, he felt, only served to undermine human-to-

nine months since then, the handsets and apps have become a

human contact. But this lifelong Luddite recently transposed his

phenomenon. After joining the revolution late, Korea’s App Store

conventional popularity into a more high-tech form, with the

now offers some 6,500 apps (there are around 134,000 available

food is a staple of the local diet. Little surprise, then, that apps

that brought the iPhone to Korea, the mobile data market could

hugely successful “Kim Si-hyun’s Chinese Dictionary for Everyday

in total).

have appeared to cater to this demand, too.

jump by 4.5 trillion won (US$3.8 billion) over the next three

Living,” which shot to No 3 in the Korean store for applications for Apple’s iPhone. So why the big change?

In Korea, app development is no longer the exclusive domain

As anyone who’s spent time in Korea will tell you, delivered

Apps like Delivery Box and People of Delivery provide

According to KT, the Korean telecommunication company

years. The paid contents market could rise by 1.9 trillion won

of techies. From corporations and public agencies to teachers and

locations and phone numbers for chicken places, pizzerias, and a

restaurateurs, app makers are popping up in all walks of life. As

host of other take-out eateries. The apps offer access to menus

didn’t even own a mobile phone, was asked by his students to

for apps themselves, their influence is being felt in economics,

and coupons that are only available through online orders, and

most, its arrival has been nothing short of revolutionary. Korea

develop an app for their iPhones that would help with their

industry, politics and culture. For Korea, “The Age of the Apps” has

even keep tabs on how long it’s been since the order was placed.

may not have been an early adopter of apps, but it’s a major

studies. Kim gave it some thought, consulted with business

truly arrived.

More than 30,000 establishments across the country have signed

player now.

The story began in February of this year when Kim, who

192

over the same period, KT estimated. From a country that held out against the iPhone longer than

193

K o r e a’s L e a d i n g I n d u s t r i e s

and where upwards of 25 percent of the population, according to

forwarded the camera to the company’s Japanese headquarters,

surveys, consider themselves “early adopters” of new technology,

where technicians discovered problems in the production process.

Korea’s bloggers have risen from minority tastes to wielding real

As a result, Canon issued an apology on its global websites and

influence on what consumers decide to buy.

offered a free clean up of the camera’s mirror box for users who’d

And Korean tastes matter to more than just domestic companies. With Korea increasingly known worldwide for its

experienced the same problem. Cowon, a Korean manufacturer of MP3 players, had a similar

demand for the very latest technology, the San Francisco

experience. Having received a complaint that a 16GB player had

Chronicle recently ran a feature story detailing how several Silicon

taken three hours to fill with music files, rather than the expected 20 minutes, the firm responded by saying that their own tests showed no such problem with the product. The disgruntled owner then fixed the problem himself and posted his solution, along with a strongly worded complaint, on the company’s homepage. Cowon subsequently admitted that after further tests, certain models were slower than advertised. Its online apology included a reprint of the solution suggested by the irate power user. These influential voices are an increasingly important component of Korea’s high-tech industries. For about three years, Samsung and LG, among others, have been managing “prosumer” groups of 20 to 50 people. They are sent on overseas inspections

korea’s early adopters set the tone for electronics giants You may have never heard of them, but Korea’s “power bloggers” are affecting the goods you buy. By making their online voices heard in one of the world’s most wired countries, bloggers and “power users” have changed the way electronics companies do business — to the benefit of consumers everywhere. by Son Jae-kwon 194

Samsung hosted an event for smartphone users on May 14 in Seoul (opposite). Power bloggers discuss LG cell phones at a meeting hosted by the company (above). Korean Navigation company Thinkware’s navigation (left).

Earlier this year, as it prepared a conference to unveil the world’s first LED TV, Samsung Electronics called in the bedroom scribes. Inviting regular reporters and journalists for a morning session, the company held a second event in the afternoon, which was attended entirely by bloggers. Around the same time, NHN, which operates Korea’s top portal site, Naver, did the same thing, holding a conference for bloggers as it announced changes to its

reflected in the companies’ services or new products. And while an average of one out of 25 products reportedly made it past the focus groups last year, this year, that number fell to just one in 40. Some groups made proposals that were so radical, they got engineers thinking in entirely new ways. Power users are also making their presence felt in the electronic map sector. M&Soft, a Korean electronic map maker, update its maps six times a year thanks to power users. Consumers who have used the company’s GPS navigation systems

homepage. In fact, more and more Korean tech and IT companies are

and their creative ideas and exacting standards are frequently

find discrepancies between real maps and the company’s Valley companies try out their latest products there as a

electronic versions, and then post their complaints online. The

realizing the value of blogger opinion. Whether it’s launches of

barometer of how they’ll work worldwide. Of course, Korean firms

company said there are about 150 comments a day and more

TVs, smartphones or digital cameras, bloggers can increasingly

have been doing this for a long time. In releasing their products in

than 3,000 per year, with the numbers increasing by more than 20

expect to be invited along to the party. In a few cases, the

Korea six to eight months earlier than anywhere else, Samsung

percent each year.

boundaries between bloggers and old-school media have

Electronics and LG Electronics look to find out what early adopters

disappeared altogether. At recent product launches, LG Uplus

think of their goods and iron out any problems through consumer

leaders,” the trendy, often high-profile folk who both pursue and

(formerly LG Telecom) and Taiwan’s smartphone company HTC

feedback.

shape what’s “cool.” Early adopters here are real consumers, as

invited bloggers and journalists along to the same event —

Canon, the world’s top digital camera maker, once altered its

In Korea, early adopters are a very distinct breed from “opinion

eager to find high quality as the very newest in electronics goods,

though the reporters’ less than ecstatic response suggests that

production process for its DSLR cameras following suggestions

and determined that their opinions will be heard. Though you may

not all of them are quite ready for that level of intimacy yet.

from a Korean “power user,” as Korea’s influential early adopters

not know their names, they are a powerful force, whose voices

are known. Having bought a DSLR camera from the company, the

increasingly influence not just electronics in Korea, but in products

enjoyed a stellar rise in importance and status. In a nation with

user wrote that photographs he took with it had some ring-

internationally as well.

one of the highest rates of broadband penetration in the world,

shaped distortion. He complained to Canon’s Korean branch, who

Perhaps more than in most countries, Korean bloggers have

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K o r e a’s L e a d i n g I n d u s t r i e s

Since the late 1990s, Korea’s online gaming industry has grown as quickly as access to high-speed Internet. Today, gaming is a central part of Korean life. And in a country that has long had to rely on science and technology over natural resources, the gaming industry seems set to become even more relevant in Korea. by Baek Bong-sam

KOREA’S GOT GAME 196

197

K o r e a’s L e a d i n g I n d u s t r i e s

European affiliates. Dungeon Fighter,

three game makers, alongside the US

Nexon’s other signature title, once had

and Japan, by 2012. To help the industry

however. Since the late 2000s, China has

2.2 million players connected

develop even further, the government

looked to protect its own developers by

simultaneously in China and was picked

plans to focus more on promotion, while

restricting access to its gaming market.

as one of the most popular games at the

also easing certain regulations.

In response, Korean companies began

WebMoney Award 2010 in Japan. Cross Fire, a first-person shooting

A major reason that Korean online

It hasn’t all been plain sailing,

forming partnerships with local

games have thrived away from home is

publishers like Shanda and Tencent.

(FPS) game, is also in the elite club of

their success in adapting to local needs

Still, the rapid growth of China’s

games to have registered 2 million

and tastes. Just as high-speed Internet

indigenous gaming industry has seen

simultaneous connections in China.

connections became more widely

Korea’s market share drop from 80

Though it only enjoyed marginal

available around the globe, Korea

percent to 25 percent. Some gamers in

success in Korea, players in China,

marched into Japan, China and Taiwan,

North America and Europe continue to

Taiwan and Vietnam made the game a

as well as the US, Europe and Russia.

find Asian games a little exotic for their

huge hit overseas. Along with The

By setting up overseas affiliates, Korean

tastes, and not all countries enjoy the

Legend of Mir 2 and Dungeon Fighter, it is

companies hired local talent to help

one of the three biggest Korean games

infuse local culture into games and

in China.

create marketing strategies that would appeal to local players.

The Secrets of their Success As ever more Korean online games find fans overseas, gaming has established

itself both as an industry and as a orean online games have gone beyond their home turf and are

now reaching out to the US, Europe, China and Japan. No matter where you live, you can play Korean games and strike up cyber friendships with fellow gamers around the world. At big gaming tradeshows overseas, such as Gamescom and the Tokyo Game Show, Korean online games are some of the most hotly anticipated, wowing seasoned gamers with their dynamism and creativity. Korean game developers have also been quick to adapt to the latest trends, building a host of hot new social games, functional games that are educational as well as fun, and open platform games that are staking claim in

Screenshot from the online game Aion , which is one of the most popular games not only in Korea but all over the world (above). Muguk, one of the striker characters of Dungeon Fighter (right). Main poster of the game Dungeon Fighter (below).

online games overseas. Guild Wars first took off in North America and Europe markets where console video games have traditionally been dominant. Developed by ArenaNet, the North American affiliate of the leading MMORPG (Massively

cultural phenomenon in Korea. Suitably for Korea, games don’t require much in the way of natural resources, instead relying on a highly skilled and inventive workforce. As such, gaming is one of the highest value-added industries in the country. According to the “2010 Korea Games

multiplayer online role-playing game)

White Paper,” published by the

maker NCsoft, Guild Wars sold about 6.3

Ministry of Culture and Korea Creative

million copies outside Korea, raising

Content Agency, the local game market

huge expectations for a sequel.

recorded 6.6 trillion won in annual sales

When it arrived, Guild Wars 2 didn’t

in 2009. In the same year, Korea

disappoint, winning NCsoft’s “best

accounted for 3.1 percent (US$3.58

online game” award at the 2010

billion) of the overall international

Gamescom, a German gaming

market (US$117.3 billion), and exports

exhibition. It was the second year in a

increased 13.6 percent year-on-year to

row that NCsoft took the prize,

US$1.24 billion.

the booming realm of smart devices.

following Aion’s victory in 2009.

rocking All Over the World

70 countries across Asia, North America

further 29 percent to surpass US$1.6

Guild Wars by NCsoft, Maple Story by

and Europe, with Nexon offering

billion, with many predicting that figure

officially serviced versions of the game

could top US$2 billion in 2011. Korea has

through its North American and

set out to become one of the world’s top

Nexon, and Cross Fire by Neowiz Games are among the most popular Korean 198

Maple Story is also available in about

Aion ’s characters are seen on its screenshot (above). Attendees for G-star 2010, an annual game trade show held in Busan, Korea, experience online games on the iPad (right). A screenshot from Metro Conflict (below).

In 2010, exports of Korean games were estimated to have grown by a

199

K o r e a’s L e a d i n g I n d u s t r i e s

57 percent of their free time surfing the

fastest of Internet connections.

Internet and 10 percent of the time

But the increasing presence of online games in the global gaming market is

playing online games. The 2010 white

enormously encouraging for Korean

paper on games said more people (28.3

companies. According to market

percent) selected playing games as their

researcher DFC Intelligence, the world

favorite pastime than watching TV (22.1

online games market in 2011 is expected

percent) and going to the movies (19.7

to grow by 17.2 percent to surpass

percent). In Korea, gaming is a part of

US$18 billion. Korea, long on experience

the cultural furniture. G-Star, an annual game trade show,

and technology in online games, is poised to become more competitive

served as further proof of this. Held

overseas.

over four days in the BEXCO center in Busan, Korea, G-Star 2010 attracted

A Perfect Pastime An online teaching site recently showed that Korean middle school students spend

One of the opening shots of The Legend of Mir 2 (above). Some of NCsoft‘s games were featured at Gamescom 2010, held in Germany last year (far left). Ferres, a new character in Arche Age , showed up at G-Star 2010 for the first time ever (left). Screenshot from Arche Age (below).

around 283,000 visitors from Korea and overseas. Some 316 companies from 22 countries conducted 3,550 rounds of export consultations, with 166 deals, worth around US$20 million, being inked in total. Every year, the crowds at BEXCO have been growing, with the geeks being joined by growing numbers of families and couples. This in itself marks

from their studies and shuttered up in

a major shift, as games in Korea have

smoky PC rooms. Some games have

traditionally been seen as a baleful

drawn controversy for their racy or

influence that keeps youngsters away

violent content. Though the Game Rating Board reviews and labels games for different age groups before they hit

Attendees of G-Star 2010 enjoy online games in the middle of the event room (above). The main characters from the educational PC game by the UN World Food Programme, Food Force , bring to gaming an awareness of worldwide environmental disasters (below).

gaming industry. Potentially the biggest platform in this new gaming world are social networking sites such as Facebook and Twitter, where social games have exploded over the past year. Com2uS and Gamevil are two of

the market, its rulings have also been

Korea’s top mobile game makers.

the source of rancorous debate.

Having earlier focused on games for

But as games increase their presence

feature phones, the companies threw

in Koreans’ lives, and as trade shows

their creative weight into iPhones and

and e-sports events turn gaming into a

Android-based phones soon after those

form of spectator sport, games are

devices hit the Korean market in late

laying ever greater claim to the mantel

2010. Com2uS has released about 20

of “culture.” And as this rehabilitation

games for Apple App Stores and Google

gathers pace, the government seems

Android Markets, with titles such as

certain to increase its support for the

Homerun Battle 3D and Slice It! faring

gaming industry and to help it nurture

much better overseas than in Korea. For

talent.

its part, Gamevil has produced Baseball Superstars 2010 and Zenonia 2, which

the move to mobile Just as the

have both ranked No 1 in sports and

Internet heralded a seismic shift away

RPG games, respectively, at Korea’s

from consoles and arcade machines, so smartphones and tablet PCs are threatening another revolution in the 200

Apple App Store. Seeing these enormous new opportunities, online game 201

K o r e a’s L e a d i n g I n d u s t r i e s

Dungeon Fighter, Neowiz Games’ Cross

hinder the further development of the

Fire and NCsoft’s Guild Wars, which

gaming industry, which has the

As the industry has grown larger, the

were all big hits in countries outside of

potential to be as important an export as

gap between major developers and

Korea.

automobiles, ships and semiconductors.

and learning disabilities. Game portal sites are also changing.

small companies widened, with new

ABI Research in the US estimates

Instead of the often stifling current

ventures finding it extremely difficult to

that the global online games market

restrictions, Korean game companies are

get a foothold. Part of the problem was

could reach US$20 billion by 2012.

hopeful that Korean regulations will

that developers stuck rigidly to their

Korea is aiming to become one of the

increasingly be brought into line with

own services, or signed exclusivity

world’s three biggest gaming countries

international standards.

deals with certain portals. But with the

by then, with an increased focus on

new “channeling” services, games are

moving beyond the saturated domestic

nimble response to ever-changing

now available through multiple sites,

market and toward the wider world.

trends, experts are optimistic about the

with everyone sharing the revenues.

Growth on that scale requires more

Given its steady growth and its

future of the Korean online game

support from the government, civic

industry. Highly-anticipated games such

Thinking about the Future Up

organizations and the general public.

as Tera by NHN and Guild Wars 2 by

till now, Korea has concentrated on

Archaic restrictions and policies could

NCsoft are scheduled for release this

developing games linked to new

year. The world of Korean gaming is set

platforms based on online games.

for even more excitement ahead.

However, boundaries between video games, online games and mobile games have been blurring, and Korea is looking to take advantage of a more developers have been quick to get in on the action. Nexon is working on mobile and smartphone games through its subsidiary Nexon Mobile, using its own original games such as Kart Rider, a wildly popular racing game. Neowiz

A screenshot from the online game Asta (above). One of the main poster images of Kingdom Under Fire 2 (right). A screenshot with characters from Aion (below).

popular with women, too. Thanks to improved technology, it’s also possible for moderately tech-savvy gamers to develop appealing SNG at a low cost. For companies, SNG games represent a low-risk venture that can bring

Games has acquired a mobile game

outstanding results. Companies like

company, Zio Interactive, as it bids to

WeMade, SK Communications, Nexon

become a player in this booming

and Gamevil have all shown interest.

market. NCsoft has focused on

They are expected to start rolling out

producing applications linked with

their own efforts sometime this year.

online games, earning plenty of good reviews in the process. The rise of SNG, or social network

Functional games are another new trend. Beyond entertainment, games are being used for education, therapy or to

games, is increasingly impacting

raise awareness of global environmental

Korea’s online games as well. Whereas

disasters. Food Force, an educational

users previously relied entirely on

game published by the United Nations

online games built by developers, they

World Food Programme (WFP), has

can now bond with other SNG players

been released in Korea by NCsoft. Hanja

and build networks of their own.

Maru, by NHN, helps players learn

Another change is in the gamers

Chinese characters. Other games

themselves. Previously the domain of

currently in development promise to

men, gaming has become increasingly

help users with rehabilitation training

202

globalized market as well. Korean developers, thanks to their cutting-edge technology and quick responses to trends, expect the country to mount a sustained challenge to gaming powerhouses such as the US, Japan and China in the years ahead. The year 2011 is set to see another major push from Korea’s game

An original painting for WeMade‘s upcoming online game, NED (left). A screenshot from the brand new online game by NHN, Tera , which proved to be a mega hit when it was unveiled in Korea in January (above). A screenshot from Kingdom Under Fire 2 (below).

developers, as they prepare for further growth and move deeper into overseas markets. Government and corporations are expected to invest heavily in the search for more games like Nexon’s

tip for understanding

Channeling Service This refers to servicing of games by a game portal site through another company over a certain period of time. There are no additional costs besides the contract and the companies share their profits. Such deals are often reached between major game portals and mid-sized developers. Big portal sites have entered this partnership as of late in a bid to win more players.

203

K o r e a’s L e a d i n g I n d u s t r i e s

Korea’s Big N’s:

acquired GameHi, the developer of Korea’s

developer PopCap. NCsoft is also bidding to

over the next three years, it will invest 100

top FPS (first-person shooting) game Sudden

launch a new professional baseball team in

billion won in smart device games and will

Attack, for 120 billion won (US$108 million).

Korea, which would make it the first local IT

concentrate its efforts on mobile game

Nexon then bought out Ndoors, developer of

firm to own a ball club. In doing so, it is

development in Korea and Japan. Accordingly,

the MMORPG Atlantica, giving itself some

looking at ways to connect its games with

on January 3 NHN set up Orange Crew Corp

momentum for overseas growth. The

other types of businesses.

to develop smart device games.

became the first gaming company to surpass

Hangame, Korea’s No 1 online

able to dominate the market through a clear

1 trillion won in annual sales, with overseas

game portal Hangame, operated by

vision, a real feel for what their customers

sales accounting for almost 70 percent of

NHN, is the most popular game portal in

want, and outstanding and constantly

that.

Korea. Buoyed by computer versions of

evolving technology. The companies have

traditional games such as go-stop and poker,

remained very nimble to new trends, and

NCsoft, global recognition

Hangame has enjoyed tremendous recent

have not been afraid to invest heavily. This

Thanks to such hits as the Lineage series and

success with RPG games like C9, Monster

eye for competition, and the relentless quest

Aion, NCsoft is widely regarded as Korea’s

Hunter Online, and Seven Souls.

to outdo one another, means things could

industry estimates that Nexon last year

To say that the so-called “Big N3” — Nexon, NCsoft and NHN — own the Korean online game market would be only a slight exaggeration. In addition to being smash hits in Korea, games such as Nexon’s Maple Story and Dungeon Fighter, and NCsoft’s Guild Wars and Lineage, have enjoyed great popularity overseas as well. As for NHN’s Hangame – it’s the most popular games portal site in this Internet-crazed country.

best MMORPG developer. The company has

Hangame is hoping to make an even

also enjoyed success overseas: NCsoft’s Guild

bigger splash in the game sector this year

Wars package, developed by the company’s

with Tera, an MMORPG developed over four

North American affiliate ArenaNet, has sold

years by Bluehole Studio. The FPS game

more than 6.3 million copies worldwide.

Metro Conflict, unveiled at the game trade

Lineage, an MMOPRG released in 1998,

Kingdom Under Fire 2, an action strategy

success. To this day, Lineage remains the face

game, will round out Hangame’s lineup for

of NCsoft, with huge followings in Korea,

this year.

popular it’s been dubbed “the national game

highest quarterly sales in the second quarter

set up a game channeling site called PlayNet.

slightly different weapon of choice. For

of Korea.”

of 2010, and with some substantial updates

The idea is to let the millions of daily visitors

scheduled for this year, Lineage’s success

to NHN’s Naver — Korea’s biggest portal

seems sure to run for a while yet.

site — gain easy access to dozens of games

But it was in 2008, when Nexon acquired

leader in MMORPG (Massively multiplayer

Neople, the developer of Dungeon Fighter,

online role-playing game), and Hangame is

that the company really hit the big time.

Using its first-class MMORPG

after a single log in. Currently running a beta

Through the publisher Tencent, Nexon

technology, NCsoft is expected to mount a

version, it’s scheduled to go fully live early

company has distinct characteristics, and

moved into China and soon had 2.2 million

bigger push into overseas markets. Blade &

this year.

each takes enormous pride in its product.

users simultaneously connected to its games.

Soul, an MMORPG successor to the online

And this being a battle, each also engages in

The Nexon portal saw a 20 percent hike in

smash hit Aion, and Guild Wars 2, a sequel to

traced back to NHN’s Achilles’ heel.

little psychological digs aimed at giving it

new users, as well as a 21 percent jump in

Guild Wars — which enjoyed huge success in

Whereas Nexon and NCsoft started

the edge.

overall visits.

North America and Europe — are both under

out as game developers and

development and penciled for release either

continued to make progress as

late this year or early next year.

developers, NHN has mostly rode

the top site for Web board games. Each

But Nexon has had its down moments, Nexon: the father of RPG games Nexon has made steady progress

too. It’s had its share of hit games, but some, such as Husky Express, bombed. And though

NCsoft hasn’t been as successful in

These concerted efforts can be

the success of its gambling games.

since bursting on to the scene with 1998’s

far from disastrous, Nexon’s foray into the

regular games – though not for lack of

Land of the Wind, the father of RPG games. In

MMORPG market didn’t come close to

trying. While Love Beat, a dance game, fared

the top table of games developers, and is

2003 the company released Maple Story,

emulating the company’s success with

quite well, neither Dragonica or Punch

going all out to get there.

which now boasts more than 100 million

regular games.

Monster ignited the passions of Korea’s

registered players in 60 countries around the

To work on its flaws and make another

world. The following year it continued its hot

big leap forward, Nexon last year went on

streak with Kart Rider, a racing game so

the hunt for the best of developer talent. It

notoriously demanding gamers. To find its next breakthrough, NCsoft has signed a publishing deal with global game

One of the main characters of Blade & Soul is seen (opposite). A character from Asta (below).

As part of its new strategy, NHN plans to

In this three-way battle, everyone has a Nexon, it’s casual games. NCsoft is the

yet get even bigger for the Big N3.

show G-Star 2010 last November, and

laid the foundation for NCsoft’s massive

Japan and Taiwan. The game posted its

204

Game experts say the Big N3 have been

Now, however, NHN wants a place at

It was also in this vein that NHN last year set itself the goal of becoming the top player in smartphone games in both Korea and Japan. At the time, NHN announced that 205

K o r e a’s L e a d i n g I n d u s t r i e s

successful MMORPG overseas. However,

line up two hours for a brief chance to go

since the game is quite dense in terms of

hands-on. Despite the wait, players gushed

data and layout, some point to the need to

about Blade & Soul’s brilliant graphics and

make it more efficient.

impressive new skills sets.

With Tera having thrown down the

Released under the slogan, “The

gauntlet, XLGames is preparing to enter the

Signature Eastern Fantasy MMORPG,”

fray with Arche Age. After two private tests

Blade & Soul is populated by wildly diverse

last year, Arche Age will have another test

tribes and characters. Art director Kim

either in March or April before hitting the

Hyung-tae, of Magna Carta fame, has

market in November.

produced a visual tour de force with his

Arche Age was already generating

artistic and colorful touch. Bae Jae-hyun,

major buzz in Busan last November

who worked on Lineage, brings a real

during G-Star 2010, the largest game trade

technical craft to the game. Their joint

show in Korea. With Song Jae-kyung, a main

creation will see a general release before the

developer behind Nexon’s The Land of the

end of the year.

Wind and NCsoft’s Lineage, on board, gamers

NCsoft is, in fact, in no great hurry to

are brimming with anticipation to see what

introduce Blade & Soul. Lineage and Aion are

unique new worlds this maestro and his

still doing well, so the company is loath to

team have created.

split its own market share. It all depends

Sleek, CryENGINE 2 technology graphics

on how Tera does. If Tera starts taking a

and a massive range of quests promise to

bite into NCsoft’s market, expect Blade &

make Arche Age a great game. XLGames has

Soul to appear very soon afterward.

already signed deals with Japan’s GameOn

The year 2011 promises to be a big one for Korea’s gaming industry. NHN was first out of the gates with Tera at the beginning of the year. XLGames is scheduled to unleash Arche Age in November. And NCsoft, a giant of the MMORPG, looks to roll out Blade & Soul in the next few months.

WeMade Entertainment, which found

and Taiwan’s GigaMedia to provide the game

success in China with The Legend of Mir 2, is

in those territories, along with Hong Kong

also back this year with Chang Chun 2, the

and Macau.

sequel to Chang Chun Online. Ntreev Soft is

The timing of the release, however, remains a point of concern. If NCsoft goes ahead with its plan to unveil Blade & Soul toward the end of the year, then XLGames

A screenshot from NHN Hangame’s Tera (opposite). Yuran, one of the main characters of Blade & Soul of NCsoft (above). Screenshots from XLGames‘ Arche Age (below, bottom).

set to release Elisha, a horse-themed MMORPG. Special Force 2, the sequel to the popular first-person shooting (FPS) game Special Force, is also scheduled to appear this

will be going up against one of the best

year, as is Football Manager Online, the

established names in the MMORPG business

online version of SEGA’s Football Manager

instead. Gamers, needless to say, are

package, which will be serviced through KTH.

NCsoft and NHN, two of Korea’s biggest

Tera vs Arche Age: 40 billion

monsters, forcing the player to defend

computer game companies, are primed for

won takes on a new standard

themselves from all sides and distances. It all

some heated competition. With developers

in MMORPG After three private tests, one

adds up to one of the most intense, deeply

More Newer Online Games on

this year,” said an official in the online game

from NCsoft bolting the company to take

“stress test” and a mountain of anticipation,

immersive games ever released.

the Way NCsoft — the creator of top-

industry in Korea. “This year, the Korean

part in the building of NHN’s Tera — an act

Hangame unveiled Tera at 6am on January

of high treason in the gaming world — NHN

11.

is itching to release something better than

Developed by Bluehole Studio, Tera offers

Before its launch, some introductory

watching the situation closely.

three of Tera, Arche Age and Blade & Soul

notch MMORPG such as the Lineage series

online game industry will be a fertile ground

scenes from Tera were posted on the US

and Aion — has got high hopes for Blade &

for battles of major, epic games.”

game site GameTrailers.com. Enthralled

Soul. Unlike other epic games that relied

NCsoft has ever done. For its part, XLGames

the best graphics of any existing online

gamers raved about its music and

solely on flashy graphics and sheer scale,

is also poised with a world-leading game of

games. Created with Unreal Engine 3

composition, awarding the new game 8.7

Blade & Soul is already being hailed for

its own. While it’s too early to tell which of

technology, the graphics cleanly capture the

points.

producing nearly perfect content.

the companies will emerge victorious from

world of Tera, with exceptionally realistic

this round, gamers themselves stand to win

backdrops and objects. As a “free targeting”

working on the European version of Tera,

Soul at G-Star 2010, where the NCsoft

big.

game, Tera doesn’t automatically target

meaning Bluehole is looking at its first

booth was so popular that gamers had to

206

“If we’re lucky, we just might see all

Frogster, a famous developer, is currently

Players got their first glimpse of Blade &

207

K o r e aâ&#x20AC;&#x2122;s L e a d i n g I n d u s t r i e s

Ascent of KoreaN ShipbuilDING Korea is home to three of the worldâ&#x20AC;&#x2122;s largest shipyards. The small peninsular country, which yielded its decadelong lead in the industry last year, is set to rise once more as the No 1 shipbuilder. Armed with cutting-edge technology and skilled workers, Korea has made its way to the top from humble beginnings. by Kim Yoo-chul

208

A view of a shipyard in Busan, on the southern coast of Korea.

209

K o r e a’s L e a d i n g I n d u s t r i e s

Korea started to rebuild its industrial

ships used to search for crude oil, as

Kingdom, Norway and Denmark for the

structure in the 1970s by investing

well as more calls for offshore and

construction of drill ships, liquefied

heavily in the shipbuilding industry, as

energy-related vessels, were pushing

natural gas (LNG) tankers, container

the military dictatorship believed it

shipbuilding stocks to rise.

ships and FPSO projects.

could help the war-stricken nation foster

orea, home to the world’s largest shipyards, knows just how critical

the shipbuilding industry is for the health of the nation’s economy. This is because the performance of shipbuilders has a significant ripple

From left to right: The CMA CGM Magellan by Daewoo Shipbuilding & Marine Engineering (DSME), one of the world’s top three shipbuilders alongside Samsung Heavy Industries and Hyundai Heavy Industries; a drillship constructed by Samsung; the Saiph Star built by DSME; the Expedient, an LNG re-gasification vessel constructed by DSME.

STX Offshore & Shipbuilding, is

clients are willing to pay more for the

winning orders similar to the top-tier

sector, China is in the process of

service. The next milestone will be the

local shipyards. Last month, STX won

repeating the model with large, state-

recovery of ship prices to levels before

US$550 million-worth of orders from

supported investments in the industry.

the 2008 downturn,’’ Jeon says. “After

Europe and the United States. “The rise

Japan, once at the top of the

prices are regained, I think it will be the

in shipbuilding stocks makes sense,

international sector, lost its lead to Korea

right time for the sector’s stock rally.”

because the demand for premium

several years ago, and its global market

Indeed, leading shipbuilding stocks

vessels is expected to rise amid higher

share has since dropped drastically.

have already begun gaining

oil prices and bigger appetites for

Meanwhile, the European market share

consistently, as investors are giving

exploring natural resources,” says Jeong

has decreased to just 10 percent of

more credits on shares, citing the steady

Dong-ik, an analyst at Hanwha

Korea’s, and production from the United

winning of premium ship orders. Data

Securities, another leading brokerage.

States and the rest of the world have

from the Korea Exchange, the nation’s

He adds that there is no question about

become negligible in comparison.

bourse operator, has shown that

Korea’s lead in premium shipping-

shipbuilding stocks outperformed

related fields, as China has at least a

others so far this year.

one- to two-year technology gap in

prices. At the end of the first quarter this year, Korea claimed 3.3 million CGT, far Clarkson-the world’s biggest

slew of cancellations and declining ship

CGT, data from the Korea Shipbuilders’

shipbroker. In terms of new orders,

prices in the aftermath of the global

Association (KOSHIPA) show.

South Korea received 90 commissions during the first three months of the year,

preparing to make a comeback, with

flexing its muscles, but Korea is better

followed by China’s 88 orders.

local shipbuilders leading the way. Last

positioned to export technological and

However, the combined monetary value

year, China surpassed Korea as the

value-added ships, raising the

of the Korean orders was US$12.9

world’s top shipbuilder, but officials say

possibility to get more orders from big

billion, while the combined value of

this year will be different, citing a legion

ship owners,’’ says Ko Young-ryeol, a

China’s was US$3.5 billion. “That

of orders they believe will help

senior executive at Daewoo

means Korean shipbuilders are winning

overcome the neighboring nation.

Shipbuilding & Marine Engineering

the more valuable orders for drill ships

(DSME). In terms of the monetary value

and FPSO, which are floating,

commodity-vessel glut by providing

of ships, Korea is still the top

production, storage and offloading

financing to Chinese yards and securing

shipbuilder as of last year, with China

units,” says a Ministry of Strategy and

jobs during the global financial crisis.

following behind.

Finance spokesman.

China has more than 3,000 shipbuilders,

“Chinese shipbuilders have been

including roughly 1,000 that are able to

increasing the ship stockpiles driven by

Hyundai Heavy Industries (HHI),

build vessels that can travel in deep

Beijing’s so-called ‘shipbuilding

DSME and Samsung Heavy Industries-

seas, according to data from the Korean

initiatives,’ as part of its strategy to

managed to sweep all 12 of the drill ship

government. As of the end of 2010,

boost the Chinese economy. But most of

building orders in the global market this

China was the No. 1 shipbuilder in

the orders booked by the Chinese are

year. Riding on this upbeat mood, the

terms of compensated gross tons (CGT)

less profitable ones,” says KOSHIPA

country’s finance ministry has revised

of ships, with a total of 15.9 million tons,

Vice Chairman Han Jang-sop. Han

its forecasts for ships to US$51.7 billion,

followed by Korea with 11.77 million

expects Korea to beat China in terms of

up from US$50.5 billion.

210

deliver valuable ships on time, and

which made shipbuilding a strategic

ships are expanding amid rising oil

ancillary services. Despite being hit by a

Beijing contributed to an overall

faster economic growth. Like Korea,

2011, as the markets for value-added

ahead of China’s 1.95 CGT, according to

“In overall tons, China is definitely

The world’s fifth-largest shipbuilder,

the total number of new ship orders in

effect on the country’s trade and other

economic crisis, the nation is now

“Korea has proven its ability to

The top three Korean shipbuilders-

Rising Stock Prices Helped by signs of a market recovery, investors

As of the end of May, the world’s

shipbuilding.

appear to be returning to shipbuilding-

biggest shipyard, HHI, has won orders

related stocks on the nation’s main

for 44 ships valued at US$11.7 billion,

Long-term Momentum To keep

bourse. Shares plunged when ship

accounting for 60 percent of the

momentum, Korea must shrug off the

owners canceled orders in late 2008, and

company’s previous annual revenue

following key worries: volatile currency

investors and analysts have been on the

target, spokesman Jo Seung-woo says.

movements, uncertainty in the global

search for signs of the next increase.

DSME booked 16 orders valued at

economy and materials costs such as the

Jeon Yong-bum, a senior analyst at

US$4.35 billion, and Samsung Heavy

price of steel plates and interest rates.

Solomon Investment, says rising orders

Industries won US$10.5 billion-worth of

The outlook is positive, however, as the

for specialized vessels, such as drill

orders from the United States, United

global shipbuilding industry is seeing 211

K o r e a’s L e a d i n g I n d u s t r i e s

created a single entity to handle only

environmental standards regulations for

commodities led to a drastic decline in

solar-cell and wind-power businesses to

new vessels in 2013. The investment

ship orders.

expand into new markets. “Hyundai

will be used in the development of low-

shares are quite attractive because

emission, energy efficient ships, which

the onslaught of labor unrest,

Hyundai is not just a shipbuilding firm.

will help the industry’s position

government hesitation to offer financial

With active investment in non-shipping

strengthen in the global market.

aid and Japan’s new, low-interest export

areas, we are securing new growth

signs of what market analysts say is

of revenue for the industry. Korean

wind turbine-related technologies as

structural change.

shipbuilders are implementing a

part of their business diversification

number of measures aimed at

strategy. “Diversification is the key for

terms of orders throughout the next

controlling industry risk and ensuring

us to beat the industry’s up and down

year, particularly because of a decrease

continued development. They include

cycles and to guarantee sustainable

in interest for nuclear reactors in the

improving internal management,

corporate growth,” says a Samsung

wake of the tsunami in Japan,’’ says Oh

centralized procurement and expanding

Heavy Industries’ representative.

Sung-jin, head of research at Hyundai

the non-shipping business. HHI,

Securities, one of the country’s largest

Samsung, DSME and STX have distinct

image into one of a shipbuilder that

financial institutions. Germany’s latest

technological merits in terms of

supports solar-cell businesses by giving

decision to drop all of its 17 nuclear

equipment manufacturing across a

more authorities to its non-shipping

reactors by 2022 will further increase the

broad range of sectors, pushing them to

divisions, according to the company.

demand for LNG, a more

expand their operations.

Although the annual revenue for

“Korea won’t see any big hurdles in

environmentally-friendly alternative.

Offshore wind power generators are

Hyundai has been transforming its

Hyundai’s shipbuilding business

“The demand for container ships is not

becoming some of the more vital

dropped to 7.85 trillion won (US$7.3

strong enough yet, but it should revive

contributors to shipbuilders’

billion) as of the end of last year from

toward the end of this year and the

development of a more global outlook

9.1 trillion won in 2008, total corporate

beginning of the next,” Oh says.

amid the government’s green growth

revenue has increased. Total revenue for

initiatives. Hyundai, Samsung and

2010 was 22.4 trillion won, a change

Deep-sea oil and gas storage equipment is considered the next source 212

DSME have all increased investment in

from its 19.95 trillion won in 2008. HHI

Economic woes only increased with

financing for their domestic

engines,” says Ahn Ji-hyun, an analyst

Humble Beginnings Although

shipbuilders. Fortunately, more

at HMC Investment Securities.

Korea is on the brink of returning as the

resources were injected into the Korean

A night view of the dock at Samsung Heavy Industries’ shipyard on Geojedo Island, Gyeongsangnam-do Province, off the port city of Busan on the southern coast (opposite). A man finishes his work for the day in a local Korean shipyard (above). A view of a Goliath crane in Samsung Heavy Industries’ shipyard on Geojedo (above right).

world’s top shipbuilder, the start of the

industry as top policy makers

local industry had humble origins.

anticipated its positive impact. A

Korea’s modern shipbuilding history

breakthrough was made in the early

dates back to the early 1970s, a time

1990s as new vessel orders were placed,

when the military regime sought ways

and shipowners began to replace their

to boost the national economy in the

outdated ships, creating work. Over the

shortest time possible. Shipbuilding was

past two decades, Korea has only gained

identified as a strategic industry since

in competitive design, quality, skill,

help close the gap between the top

the field is simultaneously labor,

technology and component suppliers.

companies’ past successes and future

technology and cash intensive.

The government is stepping in to

endeavors. The Ministry of Knowledge

With full administrative, financial

“The efficiency of a ship is best determined not just by its engines, but

Economy announced in February a

and political support, HHI constructed

by the skills with which it was built,”

pledge to invest 300 billion won

a 1 million-ton capacity dock in the city

says a spokesman from Mirae Asset

(US$278.1 million) into the green

of Ulsan by the mid-1970s, aided by

Securities, a leading local brokerage.

shipbuilding industry over the next

technological know-how from Europe.

The research house adds that the local

decade, providing an environmentally-

Daewoo Shipbuilding soon followed

industry’s rise to the top has not been a

friendly edge to local shipyards. The

Hyundai and built a 1.2 million-ton

simple route-much less one that could

announcement came after news that the

facility on the southern island of

be easily copied. Korea is sure to rise to

International Maritime Organization

Geojedo, in 1981. By the mid-1980s, a

the top of its field once more, given its

will be revising its CO emissions and

deep global recession and excess oil

history and experience.

213

K o r e a’s L e a d i n g I n d u s t r i e s

the new Transition to Premium Vessels

tightening global emissions regulations led

either present challenges or exceed existing

“digital dream bay,” which allows the

by the International Maritime Organization

production techniques. Hyundai, Daewoo

automation of a diverse range of procedures.

is raising demand for LNG as an alternative

and Samsung are frontrunners in FPSO

From cutting steel to assembling pieces and

energy source. Japan, which suffered a

technology, as they directly handle the

loading items, nearly 65 percent of all

nuclear crisis following a major earthquake

designs, operations and delivery processes

automation includes robots — the highest

in March, is also turning to LNG to offset the

from start to finish. Hyundai won a bid to

percentage of any corporation, according to

loss of nuclear power. HHI recently won

construct a US$1.2 billion FPSO project from

Samsung.

three LNG carrier orders valued at US$600

oil major British Petroleum, with Daewoo

million from Greece-based Dynagas, and

and Samsung following close on its heels

Shipbuilding, the world’s fifth largest

Korea overall has a 65 percent share of the

with similar projects.

shipyard, has developed an “optical

LNG tanker market.

Korea once had a stronghold on the industry with its large-scale ships, but developments in the field are now focused on distinguishing local vessels in terms of design and technology.

Floating, Production, Storage and

In contrast, Chinese shipbuilders rely on

which enables technicians and managers to

Offloading (FPSO) vessels are another facet

carry iron ore, coal and other commodities,

communicate smoothly during the

of the country’s advantage over rivals. FPSO

which are simpler in design than container

construction process. The new technology is

systems excavate crude oil from deepwater

carriers and tankers. Global demand for these

a hopeful indicator of STX’s future in high-

wells and store it in hull tanks until it can be

types of vessels, about half of which are built

end vessel orders, as officials say the

pumped into shuttle tankers or oceangoing

in China, plunged 73 percent to US$2.3

technology will save time and improve the

barges for transport to shore. FPSOs have

billion in the first quarter.

quality of the ships. “We project that with the implementation of the technology, over

reserves on the Gulf of Mexico’s Outer

A Wireless Upgrade Korean

the next five years we will save 11.5 billion

Continental Shelf, so deep underwater they

shipbuilders are implementing wireless

won,” says Kim Sung-soo, a spokesman for

Internet technology to their shipyards to improve

already been proactively delivering high-end

itself from a manufacturer of size-oriented

results.

ships to building vessels with advanced technology and high value. Strong advantages-skilled designers, capability, the

“Korean shipbuilders have been expanding their concepts from just carrier builders to ocean developers,” says a

communication digital welding system,”

constructing dry-bulk ships, mostly used to

the potential to further develop oil and gas

Korea’s shipbuilding industry is transforming

Not to be left out, STX Offshore &

STX. China’s leading shipbuilders are planning

communication. Hyundai

to produce more sophisticated vessels,

applies wireless-broadband

because they attract higher prices, and to

technology to its sites with

shy away from the capacity glut. The

the cooperation of the

shipbroker Clarkson says new ships that can

nation’s top fixed-line

carry up to 9,600 boxes can cost roughly

by both backlogs and order revenues by the

broadband operator. Under

US$118 million, or near double the price for

first quarter, with revenue reaching US$12.8

the digital system, workers

capsize dry bulk vessels, the No 1

billion. The bulk of the quarterly revenue is

are able to communicate via

component of Chinese yards’ order-books by tonnage.

equivalent units). “Korea reclaimed the top global position

economy of scale and development of

spokesman from local brokerage Woori

from winning bids for premium ships,” says a

voice, images and data

innovative production methods — have

Investment & Securities. Drill ships in

Ministry of Knowledge Economy spokesman.

sharing to communication

helped the country gain more orders for

particular have been a highlight for local

China currently relies on the less-profitable,

centers and other workers. All

jumpstart their skills to cut down a reliance

value — added ships and technology

companies. The vessel, used to explore deep-

small container ships.

that is needed is a portable

on less-profitable ships, but it’s challenging

development projects.

sea resources like gas wells, has the

wireless terminal that simply

because new technology doesn’t appear

A recent report released by the China Association of National Shipbuilding

Besides size, local companies offer drill

advantage of being able to drill in water

ships featuring advanced systems, cutting-

connects to the

overnight,” says Mirae Asset Securities Lee

more than 2,300m deep. Offshore drilling

edge design and economical layout to

communication network.

Sok-je.

At Daewoo, a robot

Industry said Chinese shipbuilders will face

firms are busy finding their next source of

maximize efficiency. Korean-made drill ships

choppy seas this year on rising labor and

revenue amid rising oil prices and the lifting

are known to have a narrow hull that

developed in-house is lending

materials costs. Demand in the international

of a deepwater drilling ban by the Obama

minimizes maintenance costs. Technological

a helping hand in LNG carrier

shipbuilding market has moved positively for

administration last year. Korea won all 12

advances at Daewoo Shipbuilding & Marine

construction, which

liquefied natural gas (LNG) vessels and

overseas drill ship orders as of the end of the

Engineering (DSME) include an automated

minimizes loss during the

premium engineering ships. Korea’s leading

first quarter this year, and the nation’s

propulsion system, blowout preventers and a

shipbuilders are expected to benefit from the

shipbuilders also swept all 34 orders for large

position controlling system.

industry’s demand shift as the nation has

container ships over 8,000TEU (20 foot

214

“Chinese shipbuilders are trying to

For Hyundai Heavy Industries (HHI),

Workers stand on a ship’s deck during sunset at a Hyundai Heavy Industries (HHI) shipyard in Ulsan (opposite). A bird’s-eye view of a shipyard in Korea (top). A worker welds the finishing touches on a ship at the Ulsan shipyard of HHI (above).

building procedure. Similarly, Samsung Heavy Industries has created a so-called 215

K o r e a’s L e a d i n g I n d u s t r i e s

Sailing Smooth on a Cruise

Nearly 13.5 million travelers across the

Europe may dominate the cruise liner market, but Korean shipbuilders are beginning to permeate the industry with a combination of savvy design and a family-oriented approach.

but waves. A plush carpet lines the halls, a

the Oasis is comprised of 16 stories. Integrating the highest technological

Korea, home of the world’s three largest shipyards, has been hoping to bolster its

integrate advanced technology into the

globe went on a cruise in 2009. “The good

portfolios away from our heavy dependence

construction, which shares many

sign is that Korean shipbuilders are receiving

on B2B businesses, but it will take some

characteristics with existing cruise liners, but

increased calls to construct cruise ships —

time,” says a spokesman for Daewoo. DSME

not major ferries.

which has a 20 percent premium per vessel

is constructing a US$262 million-worth ferry

compared to a containership with the same

for Compagnie Tunisienne de Navigation

by upgrading its ferries first, company

storage capacity — in Europe, as well as

(CTN), a Tunisian shipping firm. The 51,000

officials say, hoping to move forward within

North America,” says an official from

gross ton vessel is set for completion within

a few years. The CTN will be used during

Hyundai Heavy Industries. “It’s too early to

the next year, and could carry up to 3,200

peak seasons on its Tunisia-France and

say that Korean shipbuilders are positioned

passengers and more than 1,000 cars. The

Tunisia-Italy routes.

to join the league of cruise authorities. But

average ferry carries 1,500 passengers and a

the Allure of the Seas, constructed by STX

few hundred vehicles. The ship, which will be

down plans to build a 105,000-ton vessel,

Europe, is a good example of how Korea has

a semi-cruise vessel with leisure facilities

combining the competitive features of a

begun taking steps.”

such as a shopping center and restuarants,

private ship with those of a cruise ship. The

will be able to sail 51km per hour. DSME will

final result will include 200 private cabins

Daewoo will ease into the cruise industry

Samsung Heavy Industries has also laid

Positive Reception Leading the fray

and 204 staterooms. The family-friendly

here is Korea’s STX, which acquired Aker

vessel will feature a sundeck, a waterslide

Yards and converted it into STX Europe. The

and outdoor theaters, and will be completed

European branch has 15 shipyards, including

in 2014.

sites in Finland, Norway and Romania, and is

Imagine a wide, blue, open sea with nothing

“We are diversifying our business

“Demand for cruise and cruise-like ships

a partial owner of three yards in Germany

is rising thanks to royalties from major cruise

and the Ukraine. STX’s two most

ship operators, higher oil prices and room for

representative cruise vessels — the Allure

additional investments,” says Samsung

and Oasis — have received positive reviews

Heavy’s Managing Director Joo Young-ryeol.

since the premium ships began routes with

“Korea still lacks experience in building cruise

Royal Caribbean Cruises.

ships, but with a strong technology basis,

Daewoo Shipbuilding & Marine

design and productivity, shipbuilders will

deck chair sits warmed by the sun and a pool

standards, the ships feature innovative new

presence in the cruise industry. Despite rapid

Engineering (DSME) and Samsung Heavy

narrow the gap between Europe and

lures you into its cool depths, just

designs while maintaining majestic

growth in the past three decades and its

Industries have shown an interest in

Korea.”

tantalizingly close to the salty seawater.

proportions. A range of intimate

competitiveness to Chinese shipyards, the

investing in the lucrative sector. The

More and more people are choosing to

accommodations and extravagant

country has yet to gain a strong foothold in

shipbuilders are planning to maintain their

spend their holidays on a cruise, and the

entertainment outlets and activities can be

the luxury liner field. Circumstances are

current focus on ships for business-to-

ships have become more luxurious in recent

accessed on board, including a lush “Central

becoming favorable for local companies, as

business purposes while also tapping into the

years. Elegance has met affordability as the

Park” on the Oasis. From an outdoor aqua

research for new cruise technology has been

car-ferry ship industry.

recovery of consumer spending strengthens.

theater to cocktail bars, children’s

catalyzed by a rising global demand for

playgrounds and graceful dining rooms, STX

luxury vacations.

Top-tier shipbuilders are widening their scope to include premium options for cruise

manages to integrate family entertainment

liners. Although European rivals have

with a romantic getaway. Parenting.com also

shipbuilders, including Italy-based Fincantieri

dominated the market for years, Koreans are

selected Allure of the Seas as one of the Best

and Germany’s Meyer Werft, control 85

slowly making headway into the industry.

Cruise Ships for Families, for its customizable

percent of the global cruise shipping market,

The Allure of the Seas and the Oasis of the

services and ongoing programs for children.

which has an estimated annual worth of

“The level of comfort offered to our

US$10 billion. The industry is the fastest

Seas, built by Korean corporation STX

Currently, European-centric cruise

Offshore & Shipbuilding, are the world’s

passengers is evidenced by the enjoyment of

growing travel sector in the planet, according

largest cruise ships, each weighing a

even our most discriminating customers,”

to market analysts, and has evolved to

respectable 225,000 tons. Both vessels cost

says Jeon Kyoung-ryeol, a senior executive at

become a leader in innovative

over 1.8 trillion won (US$1.67 billion), and

STX in charge of cruise ship construction.

advancements.

216

A view of STX’s Allure of the Seas (opposite). Clockwise, from top: A view of the lower deck of the Allure , which includes lush greens and benches; A cruise passenger climbs the ship’s rock wall; The main Adiago dining hall stands ready for passengers.

217

K o r e aâ&#x20AC;&#x2122;s L e a d i n g I n d u s t r i e s

The Globalization of Korean Film Korea is the 10th largest movie market in the world and is endeavoring to meet global standards. Not only have veterans such as Im Kwon-taek, Kim Ki-duk and Hong Sang-soo made a name in arthouse films, but blockbuster hits are appearing from Park Chan-wook, Bong Joon-ho and more. Korean films are becoming a global force through international collaboration, distribution and a higher quality of cinema. by Ra Je-gy

218

219

K o r e a’s L e a d i n g I n d u s t r i e s

“I

’m more interested in this, the

quite well. In 2009, Korean films made

Hollywood of the East, than the

up 47 percent of the market share, the

Hollywood of the West,” said French

fifth highest figure globally. Put into

actress Isabelle Huppert at the 16

context, France only stands at 36 percent

Busan International Film Festival this

and Italy at 24 percent even though

year. Huppert has won major acting

they’re both countries with traditionally

awards at the Cannes Film Festival and

strong film industries.

the Venice Film Festival among others.

The female leads of Sunny (opposite below). The actors of My Way speak at the 16th Busan International Film Festival (opposite). A scene from A Better Tomorrow (far left). A scene from Leafie, a Hen into the Wild (left).

The Korean film industry is almost a

Speaking at an event at the same

century old, but it wasn’t until the 1960s

festival, Luc Besson (Leon, The Fifth

that a number of talented actors and

Element) added, “Don’t just dream of

directors emerged, ushering in Korean

Hollywood, but make films based on

film’s first renaissance. Back then,

film industry was given a boost. Socially

Chungmuro started to make movies in a

stories of Korea in Korea, which is itself

Korean films enjoyed great popularity in

conscious directors who tried to use

bolder way. This combination of young

Many internationally known

recognized as more successful than the

Southeast Asia, and there was an

their medium as a tool to change society

talent and big money brought about a

directors emerged one after another:

Tokyo International Film Festival, and

attempt to industrialize and centralize

during the dictatorships of the 1980s

series of films that would continuously

Park Chan-wook, Bong Joon-ho, Kim

had established itself as one of the most

Hollywood of the East As

Korea’s film industry. Long the home of

became the foundation for a new revival

break former box office records. In 2004,

Ji-woon, Hong Sang-soo, Lim Sang-soo,

important film festivals in Asia.

Huppert and Besson’s words indicate,

many production studios, Chungmuro,

of Korean film. Park Kwang-su, Jang

Silmido attracted 10 million viewers, a

Ryu Seung-wan, Kim Ki-duk and Lee

Korea’s film industry has turned heads

which is located in the heart of Seoul,

Sun-woo and Chung Ji-young did

first in the history of Korean movies.

Chang-dong. Film companies in other

include the Puchon International

in the past. According to the Korean

remains a symbol of Korean movies.

exactly this, and played a role in

This was followed by Taegukgi, the

countries, including the US and France,

Fantastic Film Festival, the Jeonju

Film Commission, Korea’s film market

However, the industry staggered under

connecting the turmoil of the 1970s with

second to break 10 million, then The King

are now busy making movies with the

International Film Festival and the

was the world’s 10 largest in 2009,

the military dictatorships of the 1970s

the surge of the 1990s.

and the Clown in 2005 and The Host in

aforementioned directors or investing in

Jecheon International Music & Film

valued at US$1.275 billion. After Japan

and suffered a period of political and

2006.

their productions.

Festival, each of which highlight

a great country.”

and India, it’s the third largest market in

economic turmoil until the mid-1990s.

Asia, with 138 films produced in Korea

Korea’s second film renaissance

every year. In terms of the domestic market share for its own movies, Korea is doing

With the appearance of large-scale multiplex chain theaters in the late

The status of Korean cinema has risen exponentially since it first appeared on the world stage at the Berlin International Film Festival in the early 1960s. Since then, the country has won a range of awards from the three most prestigious festivals in the world: Berlin Film Festival, Venice Film Festival and Cannes Film Festival.

220

decade after its launch, BIFF was

In addition, with rise of the Hallyu

Other leading Korean festivals

different genres of film.

1990s, the number of moviegoers

achieved more recognition at

(Korean wave) in recent years, exports

arrived in the 1990s, in the wake of

exploded. At the same time, investment

international film festivals. In 2002,

have been rapidly increasing to parts of

Entering new markets In this

democratization. As a new generation of

and distribution agencies connected to

director Im Kwon-taek’s Painted Fire

East and Southeast Asia. Korean films

decade, Korean films are finding their

directors and producers emerged, the

large companies entered the market,

(also known as Chi-hwa-seon) won him

are especially popular in Japan, where

way into overseas markets. Beyond

such as CJ Entertainment (now the film

the Best Director Award at the Cannes

actors like Bae Yong-joon, Jang Dong-

simply exporting completed films to

division of CJ E&M), Show Box and

Film Festival, which set off years of

gun, Lee Byung-hun and Kwon Sang-

other countries, Koreans are now

Lotte Entertainment, allowing for more

Korean directors and actors earning the

woo are household names. In 2005, the

looking to break into new markets

films to be produced. Studio after studio

spotlight. Most recently, Kim Ki-duk’s

export of Korean films reached its peak

through joint productions. This was in

merged as they became listed on the

Arirang won the top prize in the Un

at US$75.9 million.

part spurred by the fact that in 2006,

stock market, and entertainment groups

Certain Regard section of Cannes. Before

focusing on film studios started

the 2000s, there were only three Korean

film industry, international film festivals

because of a reduced screen quota for

appearing as well.

films which had won awards at major

are taking root in Korea. Launched in

domestic Korean films, which gave an

international film festivals — the first

1996, the Busan International Film

advantage to foreign-produced movies.

the stock market and big investment and

was The Coachman in 1961, which won a

Festival (BIFF) is one of the world’s most

distribution agencies, film studios in

Silver Bear at the Berlin International

dynamic film festivals. Less than a

When money started flowing in from

Award-winning Films

As the industry grew, Korean films

Film Festival.

1961 The Coachman by Kang Dae-jin wins the Silver Bear Extraordinary Jury Prize at the Berlin International Film Festival, becoming the first Korean film to earn an award at a major foreign festival.

1987

Kang Soo-yeon wins the Volpi Cup Best Actress Award for her role in Im Kwon-taek’s The Surrogate Woman at the Venice Film Festival.

1994

Hwa-Om-Kyung by Jang Sun-woo wins the Alfred Bauer Award at the Berlin International Film Festival.

2002

Im Kwon-taek wins the Best Director Award for Painted Fire (Chi-hwaseon ) at the Cannes Film Festival. Lee Chang-dong wins the Special Director’s Award for Oasis at the 2003 Venice Film Festival.

In tandem with the growth of the

2004 Park Chan-wook’s Oldboy wins the Grand Prix at Cannes Film Festival. Kim Ki-duk wins the Best Director Award for Samaria at the Berlin Film Festival and the Best Director Award at Venice for 3-Iron.

Korean film studios faced a crisis

The most common way locals enter overseas markets is by actors and

2005

Im Kwon-taek wins the Honorary Golden Bear Award for lifetime achievement at the Berlin International Film Festival.

2007

Jeon Do-yeon wins Best Actress at the Cannes Film Festival for her role in Secret Sunshine .

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K o r e a’s L e a d i n g I n d u s t r i e s

Jang Dong-gun starrs in My Way (left). Actor Park Hae-il shoots an arrow in the 2011 film Arrow : The Ultimate Weapon (opposite bottom left). Arrow was one of the year’s biggest box office hits (opposite bottom right).

budget of US$100 million, the biggest

Odagiri and Chinese actress Fan

vitality to the historical drama genre that

Korean films. Korea has long worked for

project a Korean film studio has ever

Bingbing.

is often considered old-fashioned. A war

US and Japanese animations, and while

set in the Joseon Dynasty, the film

the ability of Korean animators is

increasing. Last year’s Korean remake of

captured the attention of audiences by

considered among the best in the world,

is exclusively working on importing and

John Woo’s A Better Tomorrow and Pain,

describing the ordinary yet tragic stories

Korean animation hasn’t succeeded

distributing films from Paramount

released last September, were both

of people during that era, using action

commercially since Robot Taekwon V in

Pictures, while also targeting the

heavily financed by Japanese investors.

scenes to accomplish this instead of

the 1970s.

Japanese market through a partnership

Both movies starred Korean actors

highlighting a specific historical figure.

with Doei, one of three major movie

popular in Japan.

participated in. Additionally, CJ E&M’s film division

Investment in Korean films is

The overseas cinema business is also

Another historical drama that did

At most, just one feature animation film is made every year in Korea. Leafie

well was Detective K: Secret of Virtuous

drew in 2.19 million people, achieving

part of the globalization of Korean films.

Widow, which drew 4.79 million people.

the highest box office record for a

asset in the industry, with directors

Two of Korea’s largest multiplexes, CGV

Although set in the Joseon Dynasty, a

Korean animation domestically and

studios in Japan. The country itself is proving to be an directors appearing in foreign films. Lee

Park produced Thirst along with a

coming to Korea to shoot films. The Kick,

and Lotte Cinema, are opening branches

modern sense of humor and plot pulled

combined the exceptional ability of

Byung-hun, Jang Dong-gun and Rain

subsidiary of Universal Studios. This

a movie about taekwondo directed by

in China and Vietnam. CGV has been

in viewers. The film deals with a main

Myung Films to make realistic films

year, Kim Ji-woon is currently filming

Thai film director Prachya Pinkaew

particularly fast-moving in their

character who is a detective, a rare

with animation technology. Leafie was

while scores of other actors are

The Last Stand, starring Arnold

(who is known for his Ong-Bak martial

endeavors, and of the eight multiplexes

subject in Asian films, and showed that

released in more than 3,000 Chinese

constantly looking for chances to work

Schwarzenegger.

arts film series on Muay Thai) will be

it opened in China, three were opened in

serious period pieces can still be

theaters in September.

lighthearted with the right approach.

have appeared in Hollywood films,

in overseas markets. In recent years, it’s

Production companies are also

shot in Korea. The Kick stars Cho Jae-

2011. Another is scheduled to open by

become more and more commonplace to

actively involved in joint productions.

hyun, Ye Ji-won and two other young

the end of this year. In addition, CGV

see Korean names in Asian productions.

CJ E&M’s film division is planning to

Korean actors and former taekwondo

built a multiplex theater in Los Angeles

million viewers) also shed light in the

Korea. Through the development of

co-produce three films with 1492

athletes. Then there’s Isabelle Huppert,

and is planning to use it as a stepping

diversification of Korean films. The fact

digital technology, filmmaking has

Pictures, a Hollywood studio founded

who visited Korea this summer to

stone for Korean films to gain a better

that a family drama without any major

become more and more accessible to a

by Chris Columbus, director of Home

perform in In Another Country (unofficial

foothold in Hollywood.

stars achieved such success will open

new group of aspiring directors. In 2008,

produced by Chinese companies. Kwak

Alone and Harry Potter and the Sorcerer’s

translated title), a new film by Hong

doors for more such films in the future.

Old Partner, a documentary about an old

has already proven his international

Stone. 1492 Pictures is trying to establish

Sang-soo.

Diversifying styles Recently,

The Crucible (4.26 million viewers),

cow and an elderly farmer couple,

capabilities following his work on the

a foothold in the Asian market through

Korean films have become more diverse

which criticizes sexual assaults

attracted 3 million viewers, increasing

Japanese film Cyborg She. Domestic

its partnership with CJ E&M. Their first

multinational projects, one of which is

than ever, as seen by the films that

committed at a school for hearing

the popularity of indie films.

special effects teams are also making it

project will be director Yoon Je-kyoon’s

Snow Piercer. For this sci-fi film based on

ranked high in box office sales

impaired children, reconfirmed the

abroad, and the special effects team from

Temple Stay, which has a budget of 30

a French comic of the same title, several

domestically this year, continuing a

potential of films regarding social

the VPRO Tiger Award at the

Taegukgi worked on war scenes in the

billion won (US$26.4 million). Yoon is a

European countries are participating in

trend of rising success for homegrown

criticism — a genre that the Korean film

International Film Festival Rotterdam,

Chinese blockbuster Assembly.

local blockbuster film director who drew

the production and investment of it,

productions.

world has shied away from for years.

widely considered the world’s biggest

more than 10 million viewers for his

including France. Production is set at 30

2009 movie Haeundae.

billion won and it will be directed by

attracted the largest number of viewers

animation Leafie, a Hen into the Wild also

Breathless (2009) and The Journals of

Bong Joon-ho (The Host, Mother), who

in Korea this year (7.42 million), added

represents a shift in the diversification of

Musan (2011).

Indeed, Hur Jin-ho (Dangerous Liaisons) and Kwak Jae-yong (Yang Guifei) are planning to direct films

Korean directors are being snatched up by Hollywood, too. Park Chan-wook is currently shooting Stoker, starring

CJ E&M is also producing a

Korea is continuing to spearhead

Nicole Kidman and Mia Wasikowska.

Hollywood blockbuster called 1950, the

served as president of the Camera d’Or

Park, who won a Grand Prix and a Jury

story of an American Marine Corps unit

jury at Cannes this year. My Way,

Prize at the Cannes Film Festival, is

during the Korean War. It will be

directed by Kang Je-gyu, is another

considered the most appreciated Korean

directed by Rob Cohen (The Mummy:

multinational project starring Korean

director by Western audiences. In 2009,

Tomb of the Dragon Emperor) with a

actor Jang Dong-gun, Japanese actor Joe

2009

Park Chan-wook’s Thirst wins the Jury Prize at the Cannes Film Festival.

222

2010 Hong Sang-soo’s Hahaha wins the Prix Un Certain Regard in the noncompetitive section of the Cannes Film Festival. Poetry by Lee Changdong wins the Prix du scénario at the Cannes Film Festival.

Arrow: The Ultimate Weapon, which

The box office success of Sunny (7.37

The box office success of the

These days, there has also been a big push forward with independent films in

Korean films have also taken home

independent film festival, for recent hits

2011 Kim Ki-duk’s Arirang wins the Prix Un Certain Regard at the Cannes Film Festival. Night Fishing by brothers Park Chan-wook and Chan-kyong win the Golden Bear for Best Short Film at the Berlin Film Festival. Broken Night by Yang Hyo-joo wins the Silver Bear Jury Prize for short film at the Berlin Film Festival.

223

K o r e a’s L e a d i n g I n d u s t r i e s

Korean cineastes expanding their horizons

From left to right: Bae Doo-na will appear in Cloud Atlas ; director Bong Joon-ho; Song Hye-kyo will appear in Wong Kar-wai’s latest; actor Lee Byung-hun.

As Korean cinema continues to enjoy growing attention in the international film festival circuit, local directors and actors are expanding their horizons by partaking in various US and Chinese productions and other cross-border collaborations. by Lee Hyo-won Cult favorite Park Chan-wook made a name

new film which is based on the French

for himself with The Vengeance Trilogy and

graphic novel Le Transperceneige.

his international reputation has led to his big

co-production stars the neighboring Asian

train without a final destination, struggling

Schwarzenegger makes his big screen

country’s top actress Fan Bingbing. It starts

screenplay by Prison Break star Wentworth

to survive in a post-apocalyptic ice age. Song

comeback in the film as the sheriff of a

production in Korea in November and will

Miller, the film made headlines for its star-

Kang-ho is the only Korean actor cast in the

sleepy town. He runs up against an escaped

wrap in February for a later 2012 release.

studded cast. Mia Wasikowska (Jane Eyre)

film. “I’m focusing on this new challenge

drug cartel leader (Spanish actor Eduardo

plays a teenage girl who must deal with the

involving the English language, a 30 billion

Noriega) heading for the Mexican border.

sudden arrival of her mysterious uncle

won-plus budget and high technology,” Bong

(Matthew Goode) while mourning the death

said during the 16th Busan International Film

Stormare and Zach Gilford co-star in the

the U.S. and China, is set to appear in the

of her father. Nicole Kidman appears as the

Festival. The US$34 million sci-fi film is set

film, which is being produced by Lorenzo di

Korea-China-Japan co-production piece My

emotionally unstable mother in the

to go into production in Prague in March.

Bonaventura. Lionsgate has worldwide

Way. The film, directed by Taegukgi director

distribution rights on The Last Stand, which

Kang Je-gyu, is a World War II drama that will

Bae Doo-na, who had been part of the

Rodrigo Santoro, Jaimie Alexander, Peter

Fan has also been making headlines for co-starring with Jang Dong-gun in a panAsian film project. Jang, who has debuted in

next year, is in production in Nashville,

main cast of Bong’s The Host, is also making

has started production in New Mexico and is

be released next year in Korea, Japan, China

Tennessee.

her way into Tinseltown. She follows in the

to hit theaters in 2013.

and the U.S..

Meanwhile Park’s Oldboy is being

footsteps of pop star Rain by taking part in

Lee Byung-hun will also be taking part in

Meanwhile, Jang will be working with

remade into an English-lanugage version by

the Wachowski brothers’ latest project Cloud

an action-packed American film. The actor

Cecilia Cheung for Hur Jin-ho’s Dangerous

renowned American director Spike Lee. Josh

Atlas. The actress, who made her debut in

made his Hollywood debut in G.I. Joe: The

Liaisons. The Korea-China joint project takes

Brolin is set to play the lead male role

the critically acclaimed Japanese film Air

Rise of Cobra and will reprise his role as the

the 18th-century French novel to 1930s

(originally played by Choi Min-sik) opposite

Doll, will co-star with Tom Hanks, Susan

villainous Storm Shadow in the second

Shanghai, and the love triangle story includes

actress Rooney Mara (who replaces Kang

Sarandon, Hugh Grant and Halle Barry. The

installment of the franchise.

Chinese screen beauty Zhang Ziyi. The film is

Hye-jung). In addition, Park is producing

film interweaves various anecdotes, with Bae

Korean filmmakers are making their way

slated to open in 2012. Meanwhile, actress Song Hye-kyo will

Bong Joon-ho’s first English language film,

starring as a clone in a plot set in Seoul in

into China, the world’s fastest growing film

Snow Piercer.

the year 2144. The US$140 million project is

market. Kwak Jae-yong, best known for

appear in a film by Hong Kong arthouse

currently is slated for a fall 2012 release.

directing the international hit romantic

master director Wong Kar-wai. The

comedy My Sassy Girl, was approached by

Grandmasters is about Bruce Lee’s kung fu

Bong, who directed the highest grossing

224

project The Last Stand. Arnold

Hollywood debut, Stoker. Based on a

psychological thriller. The film, set for release

Director Kim Ji-woon’s ouevre includes I Saw the Devil .

The film is about a group of people on a

Korean film in history The Host, further rose

Meanwhile, I Saw the Devil helmer Kim

to international prominence with the 2009

Ji-woon is making his US film debut. Kim is

China Film Group chairman Han Sanping for

master and co-stars top Chinese actors Tony

crime drama Mother. After serving as head of

also known for the so-called kimchi Western

Yang Guifei. The upcoming film is about the

Leung Chiu Wai and Chang Chen. It is also

jury for Cannes Film Festival’s Camera d’Or

The Good, the Bad, the Weird and is expected

eponymous Chinese royal consort known for

slated for a 2012 release.

section in May, he has been working on his

to showcase more action in the upcoming

her legendary beauty. The Korea-China-Japan

225

K o r e a’s L e a d i n g I n d u s t r i e s

Jonathan Kim

After studying at an American university, he recognized the need for Korean films to

be a good approach, too. I’m confident that

enter the global market earlier than most. In

we can enter the — until now — closed

2007, he produced Virgin Snow with a

Chinese market if we find ways to please

Japanese company, attempting to set a

Chinese producers.”

precedent for a new production model.

chord in each country. Korean audiences like

Korean film business, he recently became an

exciting scenes, so Korean films have a lot of

adviser at CJ E&M, as they thought he was

dramatic features, but Japanese films are the

the right person to take charge of the

opposite. We need to understand cultural

globalization of Korean films, a key goal in

differences like this.”

“There have been many attempts for

Veteran producer and CJ E&M consultant Jonathan Kim is discovering that the best way to revolutionize and expand the local film industry is through strategic collaboration and cultural understanding. by Ra Je-gy | photographs by Kim Hong-jin

Jonathan Kim’s Career 2003-2006 Chairman, Korean Film Producers Association 1997-2001 CEO, Hanmaek Movies 1983 Graduated from University of Southern California

He adds, “We need to strike a responsive

Widely considered a major mover in the

the Korean movie industry these days.

an Industry Insider’s Insights

gory. Remaking successful Korean films could

He also says, “In the end, joint productions come down to people. The

joint productions in the Korean film

problem is that Korea has little manpower

community,” Kim explains. “Yet there have

with the accumulated production knowhow

been no significant advancements. Although

overseas. If we ignore experience because we

many of us have learned all about this

have money, we will face substantial

concept, I haven’t been able to establish any

challenges in foreign countries. We should

specific principles about it until now. Simply

foster this manpower. For example, we can

investing in joint productions with Korean

send some Korean Film Council students in

films is not the solution.” Instead, Kim

its film academy to the U.S. for training. In

suggests guidelines that are much more

the U.S. they do a lot of paperwork when

concrete. “The production capability of

producing films, and we need people who are

Korean films should be able to grow through

accustomed to this so that American

these projects, or the joint project should be

production companies can shoot their films

shot in Korea, or it should deal with Asian

in Korea with ease.”

Producer 2007 Anna & Anna; Virgin Snow 2006 Monopoly; Fly, Daddy, Fly; Detective Mr Gong 2005 Daddy-Long-Legs 2004 Sisily 2km 2003 S ilmido; The Legend of the Evil Lake 2002 First Amendment 2000 Ditto 1999 The Ring Virus 1996 Piano Man 1993 Hot Sea; The Man with Breasts 1992 Love War 1990 Burning Sun 1988 Miri, Mari, Uri, Duri

subject matter.” Kim goes on to emphasize, “We can’t help taking different approaches in pursuing joint productions by country. China has a lot

“Foreign audiences need time to become

market is in a depression, and the way to fix

of money, so Korea needs to combine unique

familiar with Korean actors and directors,”

this is through joint productions.” Kim used

subject matter with their money. At the

says Jonathan Kim, an advisor to the film

to be a veteran producer in Chungmuro, the

same time, the U.S. is interested in Asian

department of CJ E&M, Korea’s biggest

central filmmaking area in Seoul, and got his

subject matter, so we need to work on how

media conglomerate. “If Korean actors and

start in the business by importing foreign

to mutually benefit from that.”

directors can take part in joint productions

films. He played an important role in taking

overseas, it will allow Korean films to make

Korea’s film industry to the next level by

in the rapidly expanding Chinese market,

their mark there more easily. But if all we do

producing hit movies that include titles such

saying, “China has a rigorous deliberation

is export movies and depend on the acting,

as Silmido, Ditto, and Sisily 2km. He also

system with films, so horror movies haven’t

the business won’t last long.”

served a term as the chairman of the Korean

been developed there very much yet. I think

Film Producers Association and has written

the Korean film industry has the capability

screenplays.

to create horrors without being over-the-top

Kim has some pretty firm ideas about joint productions, insisting, “The Korean film

226

Kim showed an especially keen interest

Producer Jonathan Kim appears at the main office of CJ E&M in Seoul (opposite). (From above left to right) Posters for Kim’s major box office successes Silmido , Virgin Snow and Sisily 2km .

227