Documente Academic
Documente Profesional
Documente Cultură
ISSN: 2005-2162
prelude-표2대면 2010.7.2 10:2 AM 페이지 1 Mac-2 in T C M Y K
PRELUDE
MY KOREA 30
It was another memorable World Cup for SUMMIT DIPLOMACY 40
Korea this year, with red-clad fans resuming At the ninth Asia Security Summit,
COVER STORY 04 PEN & BRUSH 16 PEOPLE 20
their places on the city streets. And for one President Lee Myung-bak outlined his
Once reckoned to be no more than a fad, In a cynical world, Shin Gyeong-suk stands Though born in Germany, Lee Charm, the
foreign resident, the excitement and warmth vision for Asia’s global role, rallied support
hallyu, or the Korean Wave, is set to sweep apart with a deep-rooted faith in the power head of the Korea Tourism Organization,
brought memories of 2002 flooding back. for a resolute response to North Korea,
across the world once more with some of of humanity. Hearteningly, it has made her is as Korean as they come — right down
and still found time to talk trade and
its hottest shows and movies yet. one of Korea’s most popular writers. to the nationality on his passport.
security with the leaders of Singapore.
E-MAIL webmaster@korea.net
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www.korea.net
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COVER STORY
THE KOREAN
WAVE
SPREADS
TO 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
ⓒ Victory Production
A still from the TV drama Personal Preference, which stars Lee Min-ho and Son Ye-jin.
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ⓒ Apple Tree Pictures (top); Taewon Entertainment (middle left, right); Creative Leaders Group Eight (bottom)
Successful Story of a Bright Girl, about a country girl falling for a
big-city business type, Jang Na-ra co-starred in the Chinese
drama My Bratty Princess with Taiwanese actor Alec Su. Its
sequel, My Bratty Princess 2, featured another Korean actress,
Chae Rim, who hit it big in All About Eve, in which two news
reporters vie for a top spot in the network they both work for.
Alongside Jang Hyuk, who gained popularity with Introducing My
Girlfriend, Chae Rim is scheduled to star in the upcoming
Chinese remake of All About Eve.
From Hong Kong, hallyu has also spread throughout
Southeast Asia. Even Myanmar, a country not known for its
cultural openness, has fallen for the charms of Korean enter-
tainment, first with Winter Sonata and now Dae Jang Geum
and a comedy gangster flick Marrying the Mafia. In cracking
Southeast Asian markets, Hong Kong has proved a crucial
ⓒ Taewon Entertainment
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shows have started creeping into Central Asia, Africa and even
the Muslim world. Slushy hit Winter Sonata aired in Egypt in
2004, while Tunisia has developed a taste for Korean histori-
cal dramas such as Jamyeonggo. In 2007, after joining the long
list of countries to fall for Dae Jang Geum, Iran became hooked
on Jumong, which recorded a 60 percent audience share.
Uzbek viewers saw Painter of the Wind; Mongolians watched
Temptation of a Wife. And the recently finished Personal
Preference, in which a straight man pretends to be gay in order
to room with the female lead, is being exported to Central and
South America, Africa, and the Middle East.
ⓒ Pan Entertainment (top); Taewon Entertainment (bottom); OSEN (bottom right); Creative Leaders Group Eight (opposite top); Victory Production (opposite bottom)
icked the formula of the big hits, Korean TV producers are
finding that homegrown successes are continuing to pull in
Japanese viewers. Romantic comedy My Lovely Sam Soon, a
huge success in Korea, took a 5.2 percent share in the highly
fragmented Japanese market (where even 6 percent is
rare), and historical dramas Yi San and Dae Jo Yeong also
struck a big chord with Japanese viewers.
Protagonist Lee Seung-gi from Brilliant Legacy (above). Iris’s stars Lee So- At home, the number of Korean dramas is rising
yeon, Kim Tae-hee and TOP (below, right). A still from Boys Over Flowers
(opposite top). A scene from Personal Preference (opposite bottom).
steadily. From November 2008 to June 2009, the
number of such shows increased from 27 to 42,
with each channel raising its own quota of
dramas from two to six. And with greater volume
has come greater diversity. After Winter Sonata
inspired a cult-like following among women
throughout Asia, Korean producers saturated the
market with sentimental romances with increasing-
ly unfeasible plots. Now, however, subject matter
includes noir (Time Between Dog and Wolf), family
(Brilliant Legacy), history (Jumong) and even private
educational institutes (Boys Over Flowers). By diversify-
ing their output into fast-paced, more action-oriented
historical series, producers have managed to lure male
viewers into what was once an almost entirely female
preserve — and now, viewers are getting younger, too.
Iris is a prime example of how hallyu dramas have
changed. On April 21, the espionage thriller was the first
Korean 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.
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boundaries within Asia, the next stepping stone for hallyu has
become the global market. Korean actors and actresses are
starring in Chinese and Japanese dramas, and Korean
directors and authors are working with Chinese and Japanese
actors and actresses. Capital is no longer limited by national
boundaries, and TV and movie moguls are searching for new
investments throughout the region.
As hallyu aims to consolidate its success in Asia, producers
recognize that they, too, have to change. Though not created
specifically with the international market in mind, Dae Jang
Geum is perhaps the best example of how Korean dramas can
succeed across borders: by identifying universal themes that
can appeal to viewers everywhere, and can be tweaked to
speak to their own lives.
ⓒ Sponge Entertainment (top); Mirovision (middle right); Unikorea (middle left, bottom)
Jeon Do-yeon, who previously won the best female actress award at Cannes demographic as well. films enjoyed their most successful showing yet. Besides The
Film Festival in 2007, recently starred the film The Housemaid (above). A As a joint production with Japan, Iris also symbolized hallyu’s Housemaid’s tally of 15 countries, Poetry and Lee Joon-ik’s
scene from The Housemaid (below).
growing role as a truly pan-Asian phenomenon. From being Blades of Blood (which was not officially on show) were sold to
made entirely in Korea, and then viewed in Japan and China, four countries apiece. In addition, Kim Ji-woon, of The Good,
newer productions are often harnessing the strengths of all The Bad, The Weird fame, sold his latest work, I Saw the Devil,
three countries. Kim Hyoo-jong, dean of the Graduate School of to French distributor ARP. Though still unfinished, the movie is
Arts Management at Chugye University for the Arts, defines the receiving a lot of attention thanks to its stellar cast, which
first phase of hallyu as the “made in” era, the next phase as includes Lee Byung-hun and Oldboy star Choi Min-sik.
the “made by” era (when the focus will be on the production As seen at Cannes, Korean movies are slowly but surely
company), and the current phase as the “made for” era, where gaining ground in Europe. But what of the movie Holy Grail,
the emphasis is on targeting groups that can receive the most Hollywood? So far, hallyu has had considerably less success
value and enjoyment. there. Yet two top stars, Rain and Lee Byung-hun, were cast in
Hallyu has become an industry where content is no longer big-budget movies — respectively Ninja Assassin and G.I. Joe:
restricted by national boundaries. China’s vast market, Japan’s The Rise of Cobra — and with the success hallyu continues to
ⓒ Mirovision
marketing skills and Korea’s excellence in production are now enjoy elsewhere, who would bet against a Korean-directed
combined to produce a single product. Having expanded its Hollywood film hitting it big in the next 10 years?
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COVER STORY
These are heady days for Korea’s historical and feuds that eventually saw Seonduk
dramas. Now shown around the world, the become Korea’s first queen. A big success
genre’s road to success began back in in Korea, the series has also been exported
2004 with the mega-hit Dae Jang Geum, to 14 countries around the world.
which told the story of a female physician in In Dong Yi, also on MBC, Consort Choi,
a Joseon Dynasty. As of June 2010, the though born to the lowest echelons of
show has been broadcast in 60 countries Korean society, mothers the man who goes
worldwide, enjoying phenomenal success as on to become Joseon Dynasty monarch
far afield as Japan, Taiwan and Iran. In Yeongjo. “Dong Yi was contracted for export
India, so taken was one prisoner with the to Japan and Thailand for US$ 6 million
show that he penned an open letter to even before the drama was aired in Korea,”
Korea saying, “I have found new hope in life says a crew member working on the show.
through watching Dae Jang Geum.” “Buyers are growing tired of male dominated
In bringing Korean culture into households historical dramas, and are increasingly fasci-
around the world, Dae Jang Geum has raised nated by historical stories about women.”
Korea’s profile enormously, while also bringing Some historical dramas also attempt to
tangible financial benefits to the country. The cover aspects of Korean history that had previ-
show’s heavy focus on food sparked a craze ously been neglected. Kim Soo Ro delves into
for such dishes as bibimbap, with Korean largely forgotten Gaya civilization, while Dae Jo
restaurants even in New York reporting a Yeong serves as a source of information on
spike in interest in the dish. In addition, the Korea’s ancient Balhae civilization.
show sparked a wave of spin-offs and
merchandising, in everything from tourism to WHY SO POPULAR Just as we think of
musicals to computer game characters. pyramids and the Sphinx when Egypt is
More recently, the historical dramas mentioned, and Ancient Greece brings to
Jumong, Yi San, The Kingdom of the Winds mind mythology, in like manner Korean
and Emperor of the Sea have raised historical dramas are providing a compelling
awareness of Korea’s history and culture A still from the TV drama Kim Soo Ro (oppo- historical context for the country Korea is
site). A scene from the drama The Kingdom
while gripping viewers worldwide. Calling of the Winds, starred Song Il-gook (top). Kim today. These intriguing storylines and the
them “cultural ambassadors,” one member Soo Ro’s hero Ji Sung (above). culture they convey are one of the most
of the production staff at Korean TV network precious gifts left to us by our forefathers,
MBC says: “Although historical dramas need to be interesting, and have a universal appeal that can be enjoyed by foreigners
they must also accurately depict Korean history. If our histori- as much as by Koreans.
cal dramas are not accurate, they could show foreigners a And the benefits are more than just a higher profile for Korean
distorted picture of Korean history.” culture. According to the “Study of the Economic Value of the
Korean Wave (Hallyu),” published in 2005 by the International
THE REAL PICTURE Ever since the success of Dae Jang Geum, Trade Research Center of the Korea International Trade
LEARNING FROM THE PAST Korean pop culture has used the country’s history both to feed
the overseas demand for hallyu and to make domestic audiences
Association, in 2004, the year Dae Jang Geum was released,
hallyu generated income of US$ 1.87 billion overseas.
As Sex and the City fans would surely acknowledge, the show’s setting and the lifestyle of look at their past anew. One notable instance of this has been in Clearly, a well-made depiction of Korean culture can bring
the changing depiction of women, of whom the determined great economic benefits, too. But the intangible benefits are as
its main characters are as appealing as its plotlines. Indeed, rightly or wrongly, the show
protagonist of Dae Jang Geum is only the most notable example. valuable, providing Korea with a chance to display the vibrancy
is great insight into how New Yorkers live for many viewers. In much the same way, While conventional wisdom has it that Korean women were of its culture, lifestyle and history to the wider world. “Korea
various hallyu productions are providing a window into the lives and culture of Koreans.
ⓒ KBS (top); MBC (bottom)
always and everywhere suppressed by dominant men, historical currently may not make blockbuster movies like Transformers
And nowhere is this truer than with one of its most popular exports: historical dramas. dramas have shown a more nuanced picture, depicting the lives or Iron Man,” a Korean cultural critic recently noted. “But
by Ahn Jin-yong of women who wielded genuine power in historical Korea. Korea definately has a distinct culture that nobody else
Take, for example, MBC historical drama Queen Seondeok. possesses. This unique aspect is distilled and displayed in
ⓒ MBC
Set in Korea’s distant past, the show depicts the conspiracies Korean historical dramas.”
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COVER STORY
HALLYU’S BIG BANG overcomes enormous hardship and danger by sheer instinct
and force of will.
Starting broadcast on June 25, Road Number One also stars
Some of hallyu’s biggest stars have a busy six months ahead. Having conquered Kim Ha-neul, Yoon Kye-sang, Choi Min-soo and Son Chang-min.
Southeast Asia and, in some cases, gone further afield, some of the biggest names in A member of the crew says: “Road Number One is not only an
Korean entertainment — including Rain, Song Seung-hun, Kwon Sang-woo and So Ji- engrossing series, it is also an opportunity to reflect on the 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)
sub — are set to return to the big and small screens. In this big hallyu showdown, who Korean War. By casting So Ji-sub in the lead role, the show is are currently starring in the show Road Number One.
will be the last man (or woman) standing? by Ahn Jin-yong sure to convey the full emotional impact of the war to his
foreign fans too.”
Meanwhile, Park Yong-ha, star of Winter Sonata and On Air,
is to star in Love Song, a remake drama of the Chinese movie
of Sweet Sweet Love. Park is also a famous singer, especially
in Japan, where he has released 10 albums and even held a
concert at Nippon Budokan, one of the country’s most famous
concert halls. By remaking what was a worldwide hit when it
was released in 1997, Sweet Sweet Love, which originally
After a long absence as he focused on becoming a global star, friends. And in the second half of 2010, they are preparing to starred Leon Lai and Maggie Cheung, has the advantage of a
Rain will be back on Korean TV screens in this year’s October battle it out for the affections of hallyu fans everywhere. familiar and much-loved story. Park’s Japanese fans and the
with a new miniseries, Fugitive. Five years have passed since An award winner for his star turn in the drama series East of legions of Chinese viewers who so loved the original are sure
the Ninja Assassin star’s last TV outing, so expectations among Eden, Song is set to appear in My Princess, from the team at to make the new version, Love Song, a big hit.
his fans are reaching a fever pitch. Curtain Call Producers. Though neither the network nor the Also set for the Korean remake treatment is It Started With
Making his small-screen debut in 2004’s Full House, Rain director have yet been confirmed, Song will star opposite one a Kiss, a hit drama series from Taiwan that was itself based on
has consolidated his Asia-wide appeal in the years since with of Korea’s hottest female stars, Kim Tae-hee, fresh from her a bestselling Japanese comic book. Kim Hyeon-jung, from K-
a string of pop hits and, more recently, movie roles. In the new success in the smash hit thriller series Iris. “Kim Eun-sook, pop idol group SS501, and Shim Chang-min, from rival group
series, Rain will be working with producer Kwak Jung-hwan and who wrote Lovers in Paris and On Air, will write the script,” says TVQX, or Dong Bang Shin Gi, are rumored to be playing the
writer Chun Sung-il, who teamed up to a successful effect in a member of the production team. “With Song Seung-hun and lead roles in the Korean version, which is scheduled to air in
last year’s drama Chuno. Fan boards are also aswirl with Kim Tae-hee in this drama, we’re all expecting big things, both the second half of 2010. With both Kim and Shim already big
rumors linking Lee Na-young, star of Korea-Japan co-production inside and outside Korea.” pop stars in Korea and throughout Asia, producers are
Dream and hit drama Island, with the lead role opposite Rain. Also set to make Korean TV screens sizzle is Kwon Sang- confident that It Started With a Kiss will be a big hit with
As comebacks go, this one could be really special. woo, who will return in The Substitute this October. Kwon will ⓒ DSP Media (top); MBC
their younger fans.
appear alongside Ko Hyun-jung, who starred as Mishil in last “With so many big names returning, the remaining half of
STARS, RIVALS, FRIENDS Song Seung-hun, famous for the year’s historical drama Queen Seondeok, and Ko Hyun-jung, 2010 is truly shaping up to be a ‘war of the stars,’” says a
dramas Autumn in My Heart and Summer Scent, and Kwon who will play Korea’s first female president. source at Korean TV network MBC. “This will also become a
Sang-woo, the milky-skinned star of Stairway to Heaven, have a Much is being made of the potential on-screen chemistry battle amongst the three main TV channels. The whole tide of
fair bit in common. They are both 33. They are very close between Kwon and Ko, whose star is on the rise after her hallyu could change this year.”
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WRITING
WITHOUT
BORDERS
Shin Gyeong-suk’s novels are so delicate and welcoming, they invariably remind
you of the low hills curving the bends of a countryside road or of a gently flowing
stream. The wind may blow, cold rain may pour, a wild storm may pass through,
but through it all, Shin’s books retain a touching faith in human nature. This is
the consistency that keeps Shin’s novels together. by Oh Kyong-yon | photographs by Park Jeong-roh
I met Shin Gyeong-suk in early June, with her new novel, comment as she progressed. For a “conventional” writer, I
A Phone Rings for Me Somewhere, was relishing its third remarked that exposing her work to the rough and tumble of
straight week on the top of the bestseller lists. It was her the Internet world must had been quite a risk. But Shin
second bestseller in a row following Take Care of My Mother, recalled the experience as being “more refreshing and fun
which sold more than a million copies and was turned into a than I’d expected.”
successful play. I first thanked Shin for taking time off from “Yes, the writing was continuing online, but I simply kept
her busy schedule and asked her how she is handling her meeting the deadline the way I always have, and so I wasn’t in
countless obligations. In a hoarse whisper, Shin responded any sort of rush,” Shin said. “And then there was the fun part
that she was almost lost her voice following a book signing of seeing readers’ comments to my writing in real time. It was
last week. She also said, however, that she could really feel the as if the monitor was alive.”
affection from her readers, and that no matter how busy she Each part of Shin’s serial attracted 60 to 100 comments,
got, she always felt content and happy. mostly written by fans who had visited her website every day.
For several reasons, A Phone Rings for Me Somewhere is a Reeling off some of the more memorable user IDs she
significant work for Shin. For one thing, it was the first time encountered, she said that over the six months it had taken
Shin Gyeong-suk she had posted drafts of her work online, inviting readers to her to write the whole book, her readers’ feedback were a
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major source of encouragement and inspiration. America, Europe and Asia, while other novels have been symbolically overlapped with the scene of the ‘mother’ in the
But not all parts of her story were so warmly received. Early translated into Chinese, French and Japanese. Shin said that arms of her own mother. In another, A Phone Rings for Me LA CHAMBRE SOLITAIRE
on, when she included some intense scenes about the deaths regarding Take Care of My Mother, the editor at her US Somewhere contains a significant reference to St. Christopher (AN ISOLATED ROOM)
> Language French
of the main characters, some readers responded they were publisher had shocked her by expressing virtually the same from the Western myth.
> Publisher Philippe Picquier (France, Paris)
shocked and heartbroken. “Since the stories were posted at opinions on it as her Korean publisher had. “Regardless of > Published 2008
10am, a relatively early hour,” Shin said, “I decided not to nationality, people seem to share universal feelings and LITTLE GUYS Saying she has never really felt attracted to
Shin Gyeong-suk’s autobiographical novel is
reveal the more harrowing episodes, and put them directly existential values,” Shin said. heroes, Shin characterized most of her protagonists as “little
based on her own experiences from the age of
in the book.” “[My] novels aren’t confined to certain cultural areas, guys,” the ordinary, everyday people who live with the pain of 16 to 20. The protagonist moves to Seoul after
Another reason why A Phone Rings for Me Somewhere is so but deal with fundamental tales,” she added, “and that way, loss. Shin’s empathy with “anti-heroes” can be found in her growing up on a farm, and attends night school after spending all
day at work. The book is about an aspiring writer’s interactions
special to Shin is that it gave her the chance to write about the anyone from any country can really relate to them.” Because novel Leejin, a historical work about a real-life 19th-century
with the people she meets while working. In calm prose, Shin
vagaries of youth. “French novelist Le Clézio said ‘the home of this, Shin said, foreign readers of her work had been able character named Yi Sim who moved from Korea to Paris. offers a sometimes unflinching account of painful memories, using
of the writer is the mother tongue,’” said Shin. “As a Korean to absorb the oddities of Korean culture, rather than just “Yi Sim had been completely forgotten amid historical the symbolic space that is “an isolated room.”
writer, I’d long harbored ambitions of writing a beautiful and viewing it as alien. “We often categorize literature by the events, such as the modernization at the end of the Joseon
sophisticated Korean-language novel about youth. It finally country of the writer’s origin, such as ‘Korean literature,’ Dynasty and the introduction of feudalism in modern VERSAMMELTE LICHTER
came true.” Just as she had spent her youth reading André ‘Japanese literature,’ or ‘French literature,’” she said, “but I France,” Shin said, adding that her passion for a character (GATHERED LIGHT)
> Language German
Gide and Hermann Hesse, Shin said that she hoped her actually think there’s no boundary to literature itself.” who had faded into insignificance more than 100 years previ-
> Publisher Pendragon (Bielefeld, Germany)
works would become the same kind of coming-of-age works As a huge fan of foreign literature, Shin said she dearly ously had pushed her to try a new genre of writing. “I had > Published 2002
that can inspire the Korean youth of today. hoped that Korean novels, definitely including her own, personally become more introverted after experiencing some
Part of a collection of modern Korean short
would gain more readership overseas. And in her work, of the difficulties of moving from the countryside to a big
stories, Versammelte Lichter is a story about
THE UNIVERSAL None of this means, however, that Shin’s references to foreign culture abound: In one example, at the city, so I could really relate to the identity crisis and loneliness what happens after a novelist publishes in a newspaper a rather
themes work only in Korean. The million-selling Take Care of end of Take Care of My Mother, the Pieta (Jesus in the arms that Yi Sim must have faced.” uncomfortable incident between her father and her aunt. In an
offbeat, witty manner, Shin relates parts of the tale as if it were
My Mother has been sold to 19 countries throughout North of Mother Mary), in St. Peter’s Basilica in Vatican City, is This empathy and affection for her characters is a trait
a newspaper article.
found in much of Shin’s work. But back when she began her
literary career, aged just 22, Shin admited to having been a
very different writer. “Early on, I paid more attention to
(SOME DISAPPEARANCE)
prose. I wanted the readers to know, no matter which page > Language Japanese
they were reading, that this is a Shin Gyeong-suk novel,” > Publisher Kinokuniya (Tokyo, Japan)
> Published 1997
she said. “But after two decades as a novelist, I feel liberated
from that obsession. My focus has definitely shifted to the Actually a collection of Shin’s short stories, the
characters.” title work depicts the painful aftermath of a devas-
tated family. In it, a son dies mysteriously while
In coming up with ideas for her stories, Shin said she was
serving in his military duty, an event that sends his mother insane.
inspired by random words she reads somewhere, newspaper After she too dies, the father and the daughter must learn how to
articles, or just little things she comes across in her everyday come to terms with the loss and move on.
life. But nothing, she said, inspired her like people them-
selves, and the endless shades of opinion she had about the
many fascinating characters she met. considered one of her most autobiographical works, Shin said
With Shin now twenty years into her career, what, I asked she was actually interested in the other characters, and not
her, did the novel mean to her? the storyteller. “I wanted to write about my own experience
“To me, a novel is the world, a way of communication, and from the 1980s, and as much as I could, I wanted to focus on
everything that I am. All of my novels start from within. The these other, forgotten characters who suffered just as much,
characters’ words and anecdotes all come out through me, rather than on the narrator, who reflected me. I want people
and that really is the inevitable outcome.” But, she added, to pay more attention to other characters than to my voice.”
while she was the conduit for the characters, each of them Her greatest wish was for her novels to be seen as “guiding
ended up weaving his or her own story as the book unfolded. hands,” Shin said: “We forget that people are valuable in their
So when the book was complete, the people in it represented own way and that each one of us is as unique as a shining
no more than 10 percent of her. star. I want to be able to help people, and sometimes, I
She cited An Isolated Room as an example. Though it was wanted to be helped by people.”
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PEOPLE
A TRUE
KOREAN
In what remains one of the most
homogeneous modern countries,
Lee Charm is a foreigner to every
local he encounters. But talking
with him even for a short while
reveals a depth of knowledge
about Korea and its culture that
would put a lot of locals to
shame. Completely fluent in
Korean, German-born Lee
Charm is the first naturalized
Korean to hold a high official
post — in his case, the presiden-
cy of the Korea Tourism
Organization. And in keeping
with his passion for Korean
tourist spots, KOREA met up
with him in the woods of
Magoksa Temple in Gongju,
Chungcheongnam-do Province.
by Oh Kyong-yon | photographs by Kim Nam-heon
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Lee Charm starts his day early. Most mornings, he attends coincidence of any kind; it’s the result of harmony between the
meetings from 7 to 7:30am or gives academic lectures. At mountains and the water.” From 2011, he says, the KTO will
around 9am he attends a board meeting to discuss major feature a templestay program that will heal the mind and body
issues affecting the various departments he is involved with. by using the ancient Eastern life-force, known in Korean as gi.
The rest of the morning and the entire afternoon are a blizzard
of talks with government ministry personnel, tourism events ALWAYS DIFFERENT, ALWAYS THE SAME Born in Bad
and business meetings. Much of his daily 24 hours, then, is Kreuznach in Germany, the 196cm-tall Lee became a natural-
packed with negotiations and business dealings. But somehow, ized Korean citizen at the relatively young age of 32. Working
the industrious president of the Korea Tourism Organization variously as an educator, broadcaster, actor, writer and
(KTO) finds time to squeeze in domestic and overseas entrepreneur in Korea, Lee became a truly public figure with
business trips as well. his ascent to the presidency of the KTO. Promoting a
Since his appointment to the KTO in August 2009, Lee says naturalized citizen to the top spot in a public organization —
he has spent less than 10 days on entirely personal affairs — the first time this had happened in Korea — was widely hailed
prompting not unreasonable claims that he is a workaholic. as an innovative, even daring move, especially in a country
“But it’s something I enjoy doing,” he says, “so I don’t really that still has such a small foreign population.
feel like the work is exhausting. When I do have some spare “A lot of people helped me, so it wasn’t that tough,” Lee
time, I go mountain climbing or take a walk with my purebred says. “I think, through this position, the Korean tourism
Jindo dog.” Something else he does in his precious spare time industry gave me a chance to really help develop this field in
is update his blog (http://blog.naver.com/charmlee21) — this age of internationalization. I do feel a deep sense of
which, perhaps inevitably, contains news of his work and responsibility because I am the first non-Korean born person
travels, too. Even as we wander around Magoksa Temple, to hold such a post, but I will do my very best so that there
where the interview takes place, Lee is constantly stopping to will be more people like me in Korea.”
take pictures that will make their way onto his blog. “I would “In Korean food, the elements of Yin and Yang and the Five
really love to take better photos with a DSLR camera,” he says Elements mentioned in Eastern philosophy exist, so you can
with a smile, “but because of difficulties in carrying it, I have to religious matter; it’s also of a general concept that includes experience five different tastes: bitterness, spiciness, sweet- one of his favorite destinations is the hometown of the
settle for a compact digital camera. Too bad!” meditating, taking part in the tea ceremony and so on. ness, sourness and saltiness,” Lee explains. To illustrate his Donguibogam (an ancient Korean medical tome): Sancheong in
Buddhist temples are usually located within nature, in point, Lee talks about a promotional event that he attended Gyeongsangnam-do Province. Besides its medical connections,
DISCOVERING SEON Lee’s reason for traveling to Magoksa is mountains or near rivers. Meditating in these places can bring during a business trip to Germany earlier this year. To test Sancheong is also home to a royal palace that has two major
to participate in the G-20 Templestay Experience, one of a you closer to nature and help you discover your true self.” their level of gi, or chi, before and after eating Korean cuisine, claims to fame: During the Joseon Dynasty (1392-1910), the
series of events prepared for representatives of countries tak- “From the aspect of Pungsu-jiri [Korea’s geomancy or feng participants underwent what is known as the Bi-Digital O-Ring national seal was made there; and within its walls, it has a
ing part in the G-20 Summit in Korea later this year. Asked why shui],” he continues, with all the assurance of a true master, Test (BDORT), in which someone forms an O shape with his or turtle-shaped rock that is renowned for containing the
he chose a templestay to represent Korea’s tourist attractions, “Magoksa has perfect form and shape.” The location of the her fingers and another person tries to pry them open. After strongest gi in Korea — legend has it that if you touch the
which requires participants to stay in the Korean countryside temple is also stable, he adds, with the Magok stream running eating, all the participants fingers became considerably harder rock, something good will happen to you.
for two days, Lee says, “Korean Buddhist culture is not only a in an S shape in the middle of the precincts of the temple. to force open, a fact that proponents put down to increases in Lee defines Korea as “a country of mystical energy, gi; of
Mentioning that this is his gi prompted by Korean food. emotional energy, jeong; and of cheerful energy, heung.” To
third templestay, Lee looks “Korean food creates energy,” Lee says. “Not only is it tasty, Lee, the ineffable but ever-present gi was a key reason for
perfectly at ease as he takes it has a philosophy that can appeal to people all over the Korea’s startling progress after the Korean War. “Creating
part in barugongyang (the world.” Lee’s personal favorite is bibimbap, a concoction of such a fun atmosphere by getting along with each other, just
Buddhist meal ritual), cultural boiled rice and vegetables that Lee says can transform itself like the group cheering culture during the World Cup, is due to
activities, and even the pre- endlessly by adding ingredients unique to different parts of Korea’s unique energy, heung,” he adds, warming to his
dawn Buddhist service. Korea, or even different parts of the world. Much like pizza, theme. “In other countries, you often have to pay for water
“Arriving at the state of Seon bibimbap can thus be customized to local tastes, without ever when you’re in restaurants, but in Korea, you experience a
through meditation without any losing its basic identity. “There are a lot of vegetables in warm human touch, by getting water and even side dishes for
formalities is always a new, bibimbap, so you’re eating a lot of fiber. When I eat it, it feels free, which shows the jeong of Koreans.” With his Caucasian
magical experience,” Lee says, like I’m consuming nature’s energy.” appearance and his towering frame, Lee Charm may look every
referring to the Korean form of inch the stranger in a foreign land. But with the deep affection
Zen. “Feeling that your mind HIGH ENERGY Even before becoming head of the KTO, Lee and knowledge he embodies toward his adopted home, it is
and body are at peace is not a was well known as a big fan of traveling around Korea. Today, hard to imagine anyone more truly Korean.
Lee Charm takes a walk with a monk and others (top). Magoksa Temple is a histori- Temple stay participants experience a time of Seon [Korean form of Zen] (top). Lee
cal site, originally built in AD640 during the Shilla era (above left). Some colorful enjoys taking pictures and updating his blog about travel (above).
Dasik (Korean traditional pressed sweets) is seen (above right).
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24-29 travel 2010.7.2 10:17 AM 페이지 1 Mac-2 in T C M Y K
TRAVEL
ONLY ON
JEJU
Jeju, off Korea’s southern coast, is an island of peace,
where welcoming people live surrounded by
turquoise seas and turtle-shaped hills. On the path-
ways connecting the outskirts of the island, hikers
wander at leisure, stopping to see some of Jeju’s
remarkable natural sights — an oreum (parasitic
volcano), perhaps, or a beautiful waterfall. On Jeju,
travelers discover all the bounty of nature, and all
Appreciating the marvelous scenery of Jeju, at the leisurely old Jin Min-hee, who has come here from Incheon with some For a further glimpse of what makes Jeju unique, many visi-
pace it warrants, is an experience that no amount of descrip- friends. “I am walking to clean up my past and formulate tors head to the Hansupul Haenyeo School in Hallim-eup,
tion will quite do justice to. It is, also, the perfect place to plans for the future. It’s been 11 days since I came to Jeju where the island’s famed female deep-sea divers, haenyeo,
rediscover the virtue of the good old-fashioned stroll. Today, and I’ve only completed six courses. I am going to walk until learn their trade. Every year for the four months from May to
after all, people walk perhaps less than ever before. We sit in I’ve done them all.” August, a program nurturing new haenyeo takes place here,
offices, we sit in cars. We walk in a month a similar distance As of June 2010, the Jeju Olle numbered 16 courses, all and even if you aren’t a full student you can take part in a one-
to what our grandparents perhaps covered in a day. As a starting from the east side of the island in Siheung-ri, day program. Equip yourself for free with a diving suit, goggles
A breathtaking view of oreum (parasitic volcano) is seen – it is said that there are Haenyeo, a female diver, is one of the symbols of Jeju (top). There is a great amount
around 360 oreum in Jeju Island. of marine life thriving in Jeju’s ocean (middle). Yongcheongul is a limestone cave
that holds the Lake in a Thousand, one of UNESCO World Heritage sites (bottom).
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24-29 travel 2010.7.2 10:17 AM 페이지 5 Mac-2 in T C M Y K
In recent years, Jeju has in fact become an increasingly “Most of our guests are respectable gents,” says Kim Dong- your forehead, a marvelously refreshing sensation that regular
important venue for top events hosted by the Korean govern- yeon, a manager at the Grand Jeju Hotel’s Casino, with a glint visitors will be sure to experience every time they come.
ment. Opened in March 2003 as the Jungmun Tourist Resort of pride. “They want to spend a bit of quality time with friends “Whenever I grow tired of life, I always come back to Jeju,” a
Complex, International Convention Center Jeju has hosted and family, so we make sure they can do so in peace.” traveler tells me on the olle. “There are mountains, the ocean,
major international events such as the 37th Annual Meeting of If you arrive at Jeju after a long and tiring journey, instead of the fields, as well as warm people here that make up the ideal
the Board of Governors of the Asian Development Bank in heading for the sauna, why not try taking a rest on the dark tonic for me to recharge myself. If it were up to me, I would
th
2004, the 58 Session of the World Health Organization sand at Samyang Beach near the airport? Stretching for just 6 actually like to stay here forever.”
A view from Udo Beach (top). People enjoy a day of yachting (middle). Traditional An exterior view of International Convention Center Jeju is seen.
chogajip, or Korean traditional thatched-roof house, is located at the base of
Sanbangsan Mountain (above).
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30-35 my korea 2010.7.2 10:18 AM 페이지 1 Mac-2 in T C M Y K
MY KOREA
KOREA KOREA
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30-35 my korea 2010.7.2 10:18 AM 페이지 3 Mac-2 in T C M Y K
opportune time to have come here. (and not a little relieved) to learn that everyone was just overjoyed at Korea’s The biggest game that year was, of course, the semi-final, when Korea faced
It was, though, quite a foreign experience place in the group standings. There wasn’t the slightest bit of aggression or Germany. Having made it so far, defeating both Italy and Spain, Korea stood
for me to witness this level of feverish excite- hooliganism. That’s something I remember very distinctly. I would usually on the cusp of a place in the final and a place in soccer immortality. For the
ment. Football — or soccer as it is referred to take to the streets with several friends and without fail one or all of us would life of me, I don’t know how I managed to snag tickets, but there I sat, sur-
in some parts of the world — just isn’t all get asked where we were from or how we were enjoying Korea. It was that rounded by over 60,000 fans, rooting for the Taegeuk Warriors. Though,
that big where I come from. Instead, level of genuine warmth that cemented my good impression of Koreans, and sadly, Korea’s glorious winning streak finally came to an end that night, with
Canadians take their ice hockey very serious- it has stayed with me to this day. the Germans winning 1-0, as I left the stadium afterward, I couldn’t help but
ly. Yet, as riled up as fans can get inside a But I didn’t only watch the games from inside bars or celebrate in the be struck by just how orderly everything was, and how good-spirited all the
hockey arena, it pales in comparison to the streets. I had the good fortune of taking in three games in stadiums: Korea Korean fans were despite the loss.
sheer scope of open stadiums of Europe (and versus Germany, Spain versus Ireland and Korea versus Portugal. The latter I At that stage, it was hard to remember that just a few weeks previously, with
now Asia) housing over 60,000 screaming watched at Jamsil Stadium, in Seoul — though the game was actually taking demonstrations or other disturbances deemed a real possibility, the authori-
fans cheering on the home team. Add to that place in Incheon. It was the deciding match of the group stages, and the ties had ramped up security measures in the capital. During the event, there
the boisterous hordes parading through the excitement had gotten to such a degree that many large venues threw their was nothing of the sort. Not at the stadiums, nor in the streets. Plenty of
city waving banners and signs, and one gets a doors open and let fans watch the action on vast screens. Supporters of all clean-up needed, but nothing worse than you’d expect after a city-sized party.
much clearer picture of just how colossal an ages flooded in through Jamsil Stadium’s gates that day, raising noise levels to I was really amazed by that — that level of safety and genuine mutual respect.
influence soccer has over people. deafening heights. In our group were some of the only foreigners in the stadi- It was Korea’s chance to introduce itself to the world and it couldn’t have
In fact, I remember witnessing what um on that particular day, and before we knew what was happening, we made a better impression.
looked to be a riot in Gangnam — crowds were whisked to the VIP section to get better views. I don’t think we were At the time, when I related these stories to friends back home, many of
of people stomping on top of buses told the reason behind our sudden four-star treatment, or if there even them couldn’t even find Korea on a map. And while Korea remains less well
— yet was pleasantly surprised was one. Looking back, I think it was simply a case of the host known than its neighbors, the World Cup definitely raised its profile in their
country wanting to share as much as possible with their foreign eyes, and gave them an idea that there was this distinct, fascinating culture in
guests. It was, to say the least, a humbling experience. a country on the far side of the world.
For me, though, being here at that time was simply incomparable, like
being a part of history. It’s left impressions that have stayed with me ever
since. I will take a mental scrapbook of memories with me when I leave
Korea, but that year — my first year — and that experience will be near the
very top of the first page. It was, I am convinced, the central reason why I have
remained in Korea until now.
As they say, first impressions are lasting impressions. And in this, I think I
couldn’t have had a more apt introduction to the country I still call home. In
its fervor and friendliness, the 2002 World Cup was the best possible intro-
duction to Korea’s embracing spirit and incredible passion. Though Seoul
changes as quickly as almost any city on Earth, it’s reassuring to know that its
people remain anchored to their traditional roots of welcome and hospitality.
Korea holds a great deal of interest for veteran travelers and newcomers
alike. Many parts of the country are virtually untouched and just beckoning
to be explored. My reasons for coming here largely stemmed from a keen
PROFILE
desire to get out of a comfort zone and quiet my nagging wanderlust. I hadn’t
counted on falling in love with the culture here, nor did I ever anticipate the Canada-born Gregory
Curley is a professional
warm reception I would receive throughout my time here. I had initially photographer based in
planned to stay for one year, but I’m now well into my eighth. Though much Seoul. His work has
appeared in The Korea
of the reason for this is the opportunity and creativity I’ve found here, I Herald, The Korea Times,
SEOUL, Elle, MTV, 10
would definitely say that much of it is also down to sheer luck at arriving at Magazine, Morning Calm,
such a pivotal time. CNNGo and CNN.
He now works for LG Ad
Korea was on the cusp of change in 2002, but still shows no signs of slowing as a copywriter, and for
down. Now, as then, I’m happy to be along for the ride. by Gregory B. Curley | SEOUL and CNNGo as a
photographer and regular
illustrations by Jo Seung-yeon | photographs by Kim Nam-heon and Kim Hong-jin contributer.
KOREA KOREA
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32 2010 2010 33
30-35 my korea 2010.7.2 10:19 AM 페이지 5 Mac-2 in T C M Y K
MY KOREA : PHOTOS
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34 2010 2010 35
36-39 global korea 2010.7.2 10:20 AM 페이지 1 Mac-2 in T C M Y K
GLOBAL KOREA
KOREA KOREA
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36 2010 2010 37
36-39 global korea 2010.7.2 10:20 AM 페이지 3 Mac-2 in T C M Y K
KOREA KOREA
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38 2010 2010 39
40-43 summit diplomacy 2010.7.2 10:20 AM 페이지 1 Mac-2 in T C M Y K
SUMMIT DIPLOMACY
KOREA KOREA
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40 2010 2010 41
40-43 summit diplomacy 2010.7.2 10:20 AM 페이지 3 Mac-2 in T C M Y K
SPECIAL REPORT
the North Korean nuclear program was based development strategy, the government’s industrial poli- (or otherwise) is affected by world events, for Korea, the role of
exposed in 1993, there have been cy, committed leadership, a passion for education and a strong foreign powers has been absolutely crucial. How these situa-
numerous talks and negotiations over work ethic have all been credited with leading the nation’s tions affect Korea’s international relations and how Korea has
the past 17 years,” he said. “But all development. In Washington, professors Lee Keun [at Seoul prepared in response were all vital points of discussion.
KOREA KOREA
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42 2010 2010 43
44-48 now in korea 2010.7.2 10:22 AM 페이지 44 Mac-2 in T C M Y K
LOCAL
NOW IN
COLOR
KOREA
STRE
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Myeongdong is one of the hottest place for those who want to explore a new world of
shopping and fashion.
KOREA KOREA
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44 2010 2010 45
44-48 now in korea 2010.7.2 10:22 AM 페이지 46 Mac-2 in T C M Y K
House, Skin Food and TonyMoly. Local brands such as these, needs, but set about doing it in more modest, cost-effective
which aim squarely at teens and 20-somethings with an ways. For perhaps the first time in Korea, budget cosmetics
interest in beauty but lacking designer-level funds. had successfully challenged the notion that “expensive =
By using plastic containers instead of glass, and cutting good,” and in doing so, they changed the whole complexion of
retail costs through increased internet and direct sales, shopping in Seoul.
Korea’s cosmetics chains were able to lower their prices while
still appealing to youthful customers — their most important LOWER COSTS, HIGHER QUALITY But changing Korea’s
demographic. Having hit on such a successful model, a string beauty industry wasn’t only achieved through cheaper
of new chains appeared and spread quickly, attracting the cosmetics. At around the same time, beauty salons began to
attention of ever more young, beauty-conscious patrons. Such diversify to offer packaged services for manicures/pedicures,
was the budget chains’ success, in fact, that some long- tattoos, semi-permanent make-up, meridian massages and
established cosmetic makers that had based their whole sales much else besides. As more people showed interest in these
strategy on department stores and specialty boutiques, felt services, beauty-related industries prospered along with them.
compelled to respond with cut-price lines of their own. Just 10 years ago, the terms “nail academy” or “nail fran-
In a notoriously elitist field, the cheaper brands even started chise” were practically unknown in Korea; today, it’s hard to
to gain some cachet among fans of more expensive, often escape them in Seoul.
European brands. In starting this “cut-price boom,” the budget Despite this growth, however, specialized beauty services
lines were every bit as eager to cater to their customers’ have focused as much on improving quality as on quantity. In
Hanskin’s BB cream collection is a favorite among foreign tourists (top). Two A series of decorated beauty-products stores line each of the popular tourists stops.
Taiwanese girls shop in Beauty Credit store (above left). It’s not difficult to come
across Japanese – or Chinese – language ads at these beauty spots (above right).
KOREA KOREA
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46 2010 2010 47
44-48 now in korea 2010.7.2 10:21 AM 페이지 48 Mac-2 in T C M Y K
Seoul today, customers have access to services that are com- branch of Nature Republic, a leading cut-price cosmetics store.
parable to those offered in such fashion capitals as London, The first Myeongdong branch of Missha is now the most suc-
Paris and New York — but at a considerably lower price. cessful in this nationwide chain, thanks to foreign tourists. And
Having her nails done in a small shop in Gangnam, at Beauty Credit, so popular is its main herbal brand, Danahan,
Englishwoman Jane Lewis says, “It costs 30,000 won to get a that the store often struggles to meet the demand.
full nail care service for an hour and twenty minutes here. For So what has brought this wave of foreign interest in
the same service in London I probably would have to pay at Myeongdong’s cosmetic shops and beauty stores? First,
least 100 pounds [about 180,000 won].” experts say, Korea’s much-touted four distinct seasons mean
Lorane Chang, a Singaporean visiting a masseuse in the country’s cosmetics companies have to produce a wide
Myeongdong that charges for 10-minute sessions, says, “I range of multi-functional products that supplement moisture
used to go to Hong Kong [for beauty services] because Hong and block UV rays. Second, to thrive in the fiercely competitive
Kong is closer to Singapore than Seoul. But these days Seoul Korean market, companies have to keep prices low while
provides better and more diverse services at more attractive always improving quality. Third, unlike in many other countries
prices, so now I’m a Seoul regular.” in the region, customers can test products directly in Korean
According to Chang, beauty shops in Hong Kong are too stores before buying them.
focused on cutting prices, whereas their counterparts in Seoul Another factor for the success of Korean cosmetics is that
have looked to improve service at the same time. And many foreign customers, especially from Japan, began to buy
Myeongdong itself, a barometer for the beauty business Korean products when they became interested in Korean
throughout Korea, is a ringing endorsement of this fact. celebrities, such as TV superstar Bae Yong-joon. But now, it’s
Today and on certain days, up to 80 percent of the cus- the make-up that keeps them coming back. In just a few years,
tomers in Myeongdong can be foreign tourists. “One out of Korea has gone from a beauty backwater to a make-up mecca,
every 10 of our foreign customers is a regular who visits us at and all of Asia’s women can now achieve the same beauty as
least twice a year,” says Kim Tae-hyung, a manager at a seen on the streets of Seoul.
2. Facial Massage
Unlike regular massage services, such as the foot and body
massages found in Hong Kong, Taiwan, Thailand and other Asian
countries, Korean facial massage is an unusually elaborate
process, including a simple massage to improve blood circulation,
deep cleansing and removing dead skin cells, as well as two facial
masks and a meridian massage. Another big advantage of Korean
massage is that patrons can choose ampoules or masks depend-
ing on their skin type or condition.
3. Nail Art
There are a lot of exclusive and specialized nail care shops in
Korea, with “nail art” that costs about US$200 in Japan costing
only US$50 in Korea. From conscientious, professionally certified
nail stylists, patrons can be pampered with French tips or
pedicures in attractive and relaxing surroundings.
Sulwhasoo, a prestige cosmetic brand by Amore Pacific attracts not only the Korean
customers but also foreign customers with its high-end quality products (top left).
Nail files are illustrated with women wearing traditional costumes (top right). A
KOREA
JULY
Singaporean family smiles with the beauty products they just bought (above).
48 2010
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