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'South Korea: Way better than you think'- LA Times article
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davai!



Joined: 04 Dec 2005
Location: Kuwait

PostPosted: Sun May 03, 2009 10:45 am    Post subject: 'South Korea: Way better than you think'- LA Times article Reply with quote

Ran across this article in the Los Angeles Times today. Interesting to note the headline in the print edition is slightly different from the online version.

print edition wrote:

'South Korea: Way better than you think'

Seoul, feeling globally underappreciated, is spending millions of dollars to develop a national brand.


online edition wrote:

How about, 'South Korea: Way better than you think it is'?

South Korea has decided the world doesn't appreciate it enough, so it's spending millions of dollars to develop a national brand. Look out, Coca-Cola. You too, Czech Republic.


...the main article is the same ....
Quote:

By John M. Glionna
May 3, 2009
Reporting from Seoul -- In the world popularity contest, South Korea feels a little like the ugly duckling that wants everyone to know it's really a swan.

Citizens flinch on hearing their country ridiculed as a place where politicians throw punches. They despair over a recent poll of foreigners in which four in 10 cited the nation's lack of "charm."

Then there's the outlaw cousin to the north. When much of the world hears "Korea," it envisions Kim Jong Il and his hermit state of North Korea, not the democratic nation that has long been a trusted U.S. ally.

Well, South Korea isn't going to take it anymore. The image-obsessed country intends to repair its maligned reputation by spending millions of dollars to develop a national brand.

A what?


In a campaign that has many scratching their heads, South Korea is convinced that it must match the efforts of companies such as Hyundai, LG and Samsung to promote its public identity. So it's taking part in an international ranking system to compete against other nations on first impressions of outsiders.

Early results are not encouraging. According to one recent Nation Brands Index, South Korea ranked 33rd among 50 nations -- behind countries that officials here whisper are lesser than their own, including Poland and the Czech Republic.

The United States ranked seventh. Germany was No. 1.

President Lee Myung-bak has formed a Presidential Council on Nation Branding and has announced the goal of moving to 15th place by 2013.

"Korea is the world's 13th-largest economy with some $20,000 in per capita income but ranks only 33rd in the global brand index," reporters here quoted Lee as saying. "This is a big problem."

Some find it refreshing that the nation cares about what others think about it. Others hint that it's a bit neurotic.

"Korea's problem is that it doesn't have an Eiffel Tower. Paris doesn't need a slogan -- it's Paris," said public relations executive Phillip Raskin, a branding committee advisor.

"Paris would be attractive even if its slogan was 'Go to hell.' In fact, it might actually be that."

Analysts say South Korea has been dealt a bad hand.

"One unfortunate thing is that South Korea shares its name with a rogue state," said Simon Anholt, a British government advisor who devised the ranking system. "The link to North Korea is bad news. It gets painted with the same brush."

Despite its ancient culture, South Korea is a relatively new player on the modern stage.

"It just hasn't been a significant country for very long," Anholt said. "Other nations have been sending a stream of cultural or political ambassadors into global consumption for many years. Korea hasn't been doing that."

But the ambitious Lee wants to change that, introducing programs to promote the South Korean martial art tae kwon do and pitching the nation as an environmentally friendly "Green Korea." The centerpiece of his agenda is food. The government has announced a plan to globalize Korean cuisine, vowing to put it among the world's top five by 2017.

Every day, newspapers carry articles about image boosting: Should the nation build a robotics museum and compete with Japan in that emerging field? How about building some of the world's tallest skyscrapers, or opening a nude beach on a popular island?

The branding czar talks of a new volunteer program modeled after the U.S. Peace Corps and of "Rainbow Korea," a catchphrase for the nation's so-called expanding multiculturalism.

"I am frustrated that people don't appreciate our culture," said Euh Yoon-dae, head of the Presidential Council on Nation Branding. "For so long, Korea has been sandwiched culturally and economically between Japan and China."

Euh distinguished his plan from a mere marketing or tourism effort. "We're trying to advance the identity of Korea," he said. "It's the substance rather than the brand itself. We want to walk the walk rather than just talk up some new advertising campaign."

Still, newspapers and bloggers have poked fun.

"It's just mind-boggling. A country isn't like some product you can just promote overnight," said Jon Huer, a sociologist and Seoul newspaper columnist. "Korea's image has always been a bit harsh. It's not a Nepal or a Thailand -- both tourist-friendly places. It takes time and patience to get to know the place and its people."

Many here have some advice for South Korea: Relax.

"Korea is stuck in this way of thinking that it has to outdance, outspend and out-palace other countries," said Michael Hurt, a local blogger, photographer and branding committee member.

"It's never been about that. Korea is a quirky taste."

Euh acknowledged that South Korea has a long way to go: "It takes time to change the image of a country."

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Ya-ta Boy



Joined: 16 Jan 2003
Location: Established in 1994

PostPosted: Sun May 03, 2009 2:10 pm    Post subject: Reply with quote

I saw the same article. It was disappointing that the writer was too lazy to interview some Koreans to find out why (in some kind of depth) the gov't would want to spend so much money on this campaign.
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kermo



Joined: 01 Sep 2004
Location: Eating eggs, with a comb, out of a shoe.

PostPosted: Sun May 03, 2009 3:13 pm    Post subject: Reply with quote

Quote:
The government has announced a plan to globalize Korean cuisine, vowing to put it among the world's top five by 2017.


Intriiiiiguing.
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alphakennyone



Joined: 01 Aug 2005
Location: city heights

PostPosted: Sun May 03, 2009 5:04 pm    Post subject: Reply with quote

geez look korea is an ok place to live and make money, but outside of korea, seriously, no one cares. no one cares about your emperors and palaces. lot's of westerners are into buddhism but korea has failed to promote that (and is in fact ashamed of it) so lot's of lost tourism there. seoul is a huge city and how many buddhist temples are actually worth going to? i think the most accessible korean traditional culture is located at incheon airport. all the craft-making, traditional instruments, etc. that's not too easy to find once you're in the city, unless you have really deep pockets.

the food's ok. not the best, but not the worst either. keep your prices low and you might still get some tourism out of that (or keep the prices high and gouge the group tours inn myeongdong)

japan and china are both 2 hour flights away and provide a lot more history of interest to foreigners. japan's on the cutting edge of technology, china's pretty cheap. what does korea really have to offer to a tourist?

just because you have money doesn't guarantee respect or interest. i don't understand that line of logic.
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Rufus



Joined: 13 Apr 2009

PostPosted: Sun May 03, 2009 6:17 pm    Post subject: Reply with quote

Are these people insane? Korea "vows to put its cusine in the top five worldwide by 2017" Who ranks cuisine? The vast majority of people in this world have only eaten their local fair, so how can they compare?
And a global brand. How and why is this ranked? Germany number 1? Other than cars, beer and Hitler what are Germans known for? German pop culture is nonexistant worldwide.
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Bibbitybop



Joined: 22 Feb 2006
Location: Seoul

PostPosted: Sun May 03, 2009 6:49 pm    Post subject: Reply with quote

I wish they would have discussed court decisions and police actions involving many different arenas: Rape, child abuse, sexual child abuse, foreigner vs. Korean incidents, the hogwan industry vs. the rights of foreign teachers, and the blind group-think masses.
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Robot_Teacher



Joined: 18 Feb 2009
Location: Robotting Around the World

PostPosted: Sun May 03, 2009 10:02 pm    Post subject: Reply with quote

Back home when I say Korea, people, including my relatives, perceived as a risky place to go that they know little about. I had to explain the difference between North and South Korea and I was going South with no intention to go to the North.

They was like, "What's over there?" "A job," I said. I know it's not Japan or Germany, but it offers a better deal that allows you to save up money, something I've never had a shot at doing. Just something I wanted to try out as I always wanted to see what NE Asia is really like. It's not this clean, healthy, and really polite society I had in mind, it's polluted, disorganized, trashy, smelly, ghettoish, and full of unhealthy looking rude men, often in clean shiny suits, grunting at foreigners and just spitting and smoking almost everywhere.

If Korea really wants to open up to the world, the national psyche has to change to be more warm, friendly, free spirited, and open minded as well as develop common manners of politeness found in most parts of the world. It doesn't matter how respectful I behave and attempt to speak the language, I'm getting a negative vibe from most Koreans. Well, it requires a thick skinned person to not be too sensitive to these issues. I believe it'll have a more respectful reputation in 10 years to come as well as be more foreigner friendly due to the kids being influenced by foreign teachers. Korea needs to clean up their act and be more open minded to foreigners instead of getting all up tight, anxious, and tense. No smart world traveler wants to be surrounded by this for very long when Japan and other countries offer much more with more English speaking and welcoming attitudes.

Korea did have it's Eiffle tower, but it got burned down by a mad Korean, the Namdaemun gate. Westerners doing Asian studies do come to take a look around, but are turned off by the passive aggressive xenophobia and trashyness. It doesn't keep your interests for long, kinda like a movie you thought you'd be interested in, but you're ready to push the stop button halfway through due to it being poorly produced.
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hogwonguy1979



Joined: 22 Dec 2003
Location: the racoon den

PostPosted: Sun May 03, 2009 10:34 pm    Post subject: Reply with quote

when they quote Huer they have a big problem
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Tiberious aka Sparkles



Joined: 23 Jan 2003
Location: I'm one cool cat!

PostPosted: Sun May 03, 2009 11:23 pm    Post subject: Reply with quote

Quote:
"Paris would be attractive even if its slogan was 'Go to hell.' In fact, it might actually be that."


Laughing
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bassexpander



Joined: 13 Sep 2007
Location: Someplace you'd rather be.

PostPosted: Sun May 03, 2009 11:24 pm    Post subject: Reply with quote

What Korea needs to do is market through Chaebol products overseas.
"Made in Korea" need to become a well-known (and positive) symbol overseas. Cripes, Hyundai and Kia are well known in the USA, but I wonder how many people actually know they are a Korean company? Samsung and LG televisions are everywhere, but how many people know that Korea makes them?

Korea needs to highlight what's gaining a good reputation overseas and go from there. I'm sorry to say it, but Kimchi and Korean food is NOT what they should be building an image of in the USA. That's OK for Japan, but not the USA. Chinese food has achieved high status in American culture because it's not really Chinese food... it's Americanized Chinese food (much of it isn't even close to what Chinese really eat in China).

Korea also needs to market its movies more. Many of them are very good.

Oh, and it also would help if Korean managers working for foreign companies would stop stealing money. This is a VERY common problem from what I've seen. Foreign companies cannot easily operate here without being burned and/or giving a lot of their profits away to Chaebol partners.
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Blueberry



Joined: 15 Apr 2009
Location: Wonju

PostPosted: Mon May 04, 2009 12:52 am    Post subject: Reply with quote

I love how distraught Koreans get when told no one really knows anything about Korea any more than they know stuff about other countries with similar populations such as Ukraine, Spain, Columbia, Tanzania, Myanmar, Kenya. From that list, if you can name guerillas, Tapas, or cocaine as things you are familiar with, that's probably pretty good.

So if people do know ONE thing about Korea, that's doing better than other similar-sized country. Right now, that one thing is Krazy Kim Jong Il, and there's nothing Korea can do about it--reunification not-withstanding. In fact, THAT is Korea's single best hope for becoming world-famous, a successful, peaceful unification. Pushing Kimchi and plain white rice ain't gonna do it.

Seems the real problem for Koreans is that they honestly think they should be globally as well-known as say the USA, Russia, China or Japan. Ain't gonna happen in a zillion years.
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drkalbi



Joined: 06 Aug 2006

PostPosted: Mon May 04, 2009 2:17 am    Post subject: Reply with quote

I remember about 15 years ago I used to work at Future Shop in Regina. I worked in the audio department usually selling VCR's. The best seller was this crappy Goldstar (LG) one. The way we sold it was telling the customers it was almost as good as Sony but half the cost. This is probably how Korea should be sold to International community.
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The Gipkik



Joined: 30 Mar 2009

PostPosted: Mon May 04, 2009 2:28 am    Post subject: Reply with quote

I think it would help South Korea a lot if it finally put to bed the last remnants of its autocratic past. What I mean is abolish such nationalistic programs as the national exercise programs that sound so militaristic and tribal and remind me, anyways, of North Korea and communism. Any more programs you think should be ditched for a country to get real global admiration and attention?
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Robot_Teacher



Joined: 18 Feb 2009
Location: Robotting Around the World

PostPosted: Mon May 04, 2009 2:41 am    Post subject: Reply with quote

drkalbi wrote:
I remember about 15 years ago I used to work at Future Shop in Regina. I worked in the audio department usually selling VCR's. The best seller was this crappy Goldstar (LG) one. The way we sold it was telling the customers it was almost as good as Sony but half the cost. This is probably how Korea should be sold to International community.


You're onto something true when it comes to Korean produced hardware. It's often very good quality Japanese style technology at half the cost, but the country itself is not that; just it's LCD's, cars, and other hardware. I would buy Korean and have on several occasions before coming to Korea and would still buy Korean tech hardware, but not food and drink anymore than I have to. The world knows this much about Korea already and that's Korea's very strong point in successfully competing in the global economy.
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Harpeau



Joined: 01 Feb 2003
Location: Coquitlam, BC

PostPosted: Mon May 04, 2009 6:09 am    Post subject: Reply with quote

I would agree with the idea of pushing some of their good movies. Especially getting foreign language subtitles in theatres would really be awesome.

And BTW,

Korea is # 1 in youth suicides in the OECD. Being # 1 isn't always what it's cracked up to be. Rolling Eyes
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