Photo Credit: by LWY
In the past, I didn’t really think much about Korean culture, other than that I like the taste of kimchi. I didn’t really find Korean products attractive because of a bad experience with an LG TV. Yes, I broke it watching too much TV. But it could no longer be repaired because some parts were phased out.
On the other hand, my family had an old Sony TV which needed to be repaired. And it was restored perfectly.
But I did also enjoy watching a Korean quiz show called The Contenders on Arirang channel because the hosts were appealing and the show had a relaxed format. From watching the channel, I was getting this sense of how proud Koreans were of their culture. But I still couldn’t understand why because at that time I wasn’t so fond of Korean culture. That was before.
Before South Koreans found B-boying.
It was in 2002 that “Korea’s Expression Crew won the prestigious international b-boying competition Battle of the Year, exposing the skill of the country’s b-boys to the rest of the world. Since then, the Korean government has capitalized on the popularity of the dance and has promoted it alongside Korean culture.”
Wow. The South Korean government itself promotes b-boying.
When I started working in the call center industry, I had the opportunity to receive sales training. And one of the best things I learned is to highlight a product’s best qualities/advantages. This is exactly what the South Korean government has done. It has highlighted the country’s strength in b-boying.
South Korea’s Ministry of Culture, Sports and Tourism also has a separate department dedicated to promoting South Korean culture overseas—KOCIS, just like Spain’s Instituto Cervantes, Italy’s Società Dante Alighieri, Germany’s Goethe-Institut , and France’s Alliance Française.
When I started to like Korean culture, I had no idea about the Korean Culture and Information Service. But aha, now I know there was someone in charge.
Lastly, I would also like to mention Samsung. I started noticing that they were using fashion models for their ads and again, this shows how South Koreans are taking their marketing seriously. And model Rosie Huntington-Whiteley gives us a kiss.