The New Era of Korea

한국의새로운시대
 PROBLEM STATEMENT.

HOWEVER, DOES THE SOUTH-

KOREANS REALLY ACT LIKE HOW THE
K-POP CULTURE PORTRAYS
THEMSELVES TO THE WORLD OR
THERE IS THE OTHER SIDE OF THEM?
HOW DOES SOUTH KOREANS LIVE
UNDER THE CO-EXISTENCE OF BOTH
TRADITIONAL AND MODERN
CULTURE IN THE CURRENT ERA?
 KEITH HARING.

PROMOTE OF WESTERN ART INTO KOREA.

PROMOTE OF WESTERN ART IN PUBLIC AREA OF SEOUL.
PROMOTE OF WESTERN ART IN STREETS.
Evidences can be found around Seoul about
western culture. From art to education,
Koreans are hungry for foreign cultures which
carries open-minded thinking. Due to the
origins and history of Koreans, the new and
current generation in Korea are keeping and
following their conservative nature of the
Korean culture yet certainly seeking foreign
western cultures. In certain aspects, they(South
Koreans) do keep their tradition in practice.
However, according to research, a wave can be
felt, covering their tradition, replacing them
with new open-minded western mindset. A
mutated culture can be found due to a mixture
of two contrasting cultures, sometimes against
each other, sometimes a mixture.
K-POP AS ADVERTISEMENT FIGURE IN SEOUL.
K-POP AS ADVERTISEMENT FIGURE IN
SUBWAY OF SEOUL
OBSERVATION .
THE INVITATION OF FOREIGN CULTURES
ALLOWS IT TO BLEED THROUGH THEIR
CULTURE INFLUENCING THEM FROM ART
TO EDUCATION, TV TO MUSIC, TO
PRODUCTS TO ADVERTISEMENTS,
CREATING A GATEWAY ALLOWING
FOREIGN CULTURES THROUGH. ESPECIALLY
IN ADVERTISING, MOST OF THEM USED
THIS MEDIA TO SET STANDARDS, PUTTING
CULTURAL PRESSURE THAT ASKED FOR
BEAUTY PERFECTION AND KEEPING UP TO
FASHION TRENDS.
FEELING.
WE FELT THE PRESSURE THEY ARE
HAVING THROUGHOUT OUR FIELD
TRIP THROUGH THE OBSERVATION
OF THEIR ADVERTISEMENTS AND
HOW THE PEOPLE ARE
INFLUENCED BY IT. FROM GOING
INTO RAILWAY STATIONS,
SHOPPING MALLS AND EVEN THE
STREETS. MAKEUP SEEMS TO BE A
MUST FROM YOUNG TEENAGERS
TO EVEN ELDERLY. ALMOST NONE
OF THE YOUNGSTERS WERE
SPOTTED WITHOUT MAKEUP
WHICH PORTRAYS HOW MUCH THE
KOREANS ARE INFLUENCED BY THE
KOREAN WAVE AND THE FOREIGN
CULTURES IT BRINGS ALONG. A
SENSE OF PRESSURE CAN BE ELT AS
 NESCAFE ADVERTISING DIFFERENCE.

KOREAN ADVERTISEMENT. MALAYSIA ADVERTISEMENT.

EVIDENCE OF K-POP CULTURE INFLUENCED A LOT OF YOUNGSTERS IN
KOREA. LOTS OF YOUNGSTERS UNVEILED THEIR TALENT AND PASSION
TOWARDS ART OF MUSIC AND CHOREOGRAPHY IN HONGDAE. THIS
SHOWS THAT K-POP CULTURE NOT JUST PORTRAYS OF K-POP STARS
WHO ONLY SING AND DANCE ON THE SCREEN OF COMPUTER BUT
SHOWS KOREAN YOUNGSTERS ARE PRACTICING ON THE STREET.
HONGDAE IS NAMED AFTER AN ART UNIVERSITY AND HOW THE
STREET CULTURE AROUND IT PORTRAYS REALLY SHOWS THAT THE
EDUCATION THE SOUTH KOREA ENCOURAGES AND HELPS THE
YOUNGER GENERATIONS TO DEVELOP THEIR KOREAN-POP CULTURE.
TALENTS IN
HONGDAE.
KOREAN DRESSING ITEM IN SEOUL
OBSERVATION:
CLOTHINGS IS INFLUENCED FROM WESTERN
COUNTRY BECAUSE OF THE HYPE OF
CLOTHING BRANDS, SUCH AS SUPREME.
KOREA BRANDING CLOTHES ARE TRYING THE
STYLE OF THE CLOTHING
FEELING:
KOREAN TRIED TO WESTERNISE THEMSELVES
IN TERMS OF APPEARANCE. THEY ARE EAGER
TO KEEP UP TO THE TREND, EAGER TO STAND
OUT FROM THE OTHERS
THE SHOP REVIEW.
DRESSING STYLE OF KOREA YOUNGSTERS.
 APPRECIATION OF TRADITION.

THERE ARE EVIDENCE OF SOUTH KOREA INITIATES ACTIONS TO CONSERVE THEIR TRADITION
AND TO MAINTAIN THE PRACTICE OF THE CULTURES. MUSEUMS ARE WELL PLANNED,
PRESENTING THEIR ORIGINS AND TRADITIONS TO GENERATIONS TO COME. CONSERVATION
OF THESE CULTURES ARE HOPED TO PASS ON AND TO BE MAINTAINED. HOWEVER, WE FELT
THAT THESE STORIES ARE SLOWLY BEING COVERED AND ITEMS IN THE MUSEUMS WILL
GRADUALLY BE SOMETHING THAT IS NOT MORE THAN JUST A DISPLAY.
“Professor Kim presented his talk about the Hallyu (Korean
Wave) phenomenon, mentioning definition of Hallyu,
where it started, factors of growth, the impacts, usage of
hallyu for promotion and the continuity of Hallyu.”
“Hallyu is a sudden increase in popularity of Korean
culture around the world. Big hits like Winter Sonata to the
recent Descendants of the Sun spread their culture
further.”
“The contribution of Hallyu helps economic growth,
notion of creative industry, development of technology
and their social media.”
“Hallyu further improves the recognition of Korean culture
and contribution in the development of Asian Pop culture.
“
“Case studies by the professor of the usage of Hallyu
fandom are star marketing, strategic alliances and creation
of new products. “
“The future of Hallyu stating that it has been very
successful and has unless opportunities from
collaborations for South Korea and great promoting of
their brands. However, distinctive Korean culture is needed
illegal distribution of cultural products and software needs
to be resolved.”
After his presentation, our group had asked a question.
We asked: ”The first thing that everyone around the world
would think about South Korea is their Korean-pop culture
and the Hallyu which hugely portrays the image of the
country’s culture as modern and open-minded. However,
in our understanding, the nature of Koreans are
conservative and well connected with their traditions. Our
question is in reality, do Koreans act like how the pop
culture portrays them as who they are or do Koreans still
Question & Answer
well connected with their tradition?

His answer to us was :”It depends on particular things.

Koreans are not either side, it is more of a middle line.
Depending on matters, Koreans still keep their tradition
but they are still hungry to develop and try new open-
minded pop culture.”
C O N V E R S AT I O N W I T H S T U D E N T I N
H A N YA N G U N I V E R S I T Y .
ACCEPTING NEW MINDSET
AS THE STUDENT WE COMMUNICATED WITH
MENTIONED, IN THE MODERN YEAR, KOREAN ARE
MORE WILLING TO ACCEPT OPEN MINDED MINDSET
AND ACCEPTING OTHER COUNTRY CULTURE. FROM
THEIR EDUCATION, THEY USE SOURCES FROM THE
UNITED STATES TO TEACH THEIR PEOPLE, SPREADING
THE WESTERN CULTURE MINDSET FURTHER INTO
THEIR PEOPLE.
FOR EXAMPLE:
KOREAN ARE WILLING TO ACCEPT WESTERN
COUNTRY MINDSET FOR BEING OPEN MINDED. ONE
OF THE EXAMPLE IS THE WAY THEY DRESS THEMSELF.
IN THE PAST, KOREAN IS MORE CONSERVATIVE IN
TERMS OF DRESSING.
HIERARCHY STATUS IN KOREA.
ACCORDING TO THE STUDENT WE TALKED ABOUT,
KOREAN STILL PRACTICING THIS HIERARCHY STATUS
NO MATTER YOUNGSTERS OR ADULTS. THEY DO
HAVE TO ADDRESS THEIR SENIOR AND JUNIOR
DIFFERENTLY IN ORDER TO PAY THEIR RESPECT OF
THEIR STATUS.
EXAMPLE:
안녕하세요 (ANNYEONGHASEYO) IS USED WHEN
THEY GREET TO SENIOR .
안 녕 (ANNYEONG) IS USED WHEN GREET TO
SOMEONE WHO IS YOUNGER THAN THEMSELVES .
Inspiration for Artworks
THANK YOU.
감사합니다