SEOUL (ANN/THE KOREA HERALD) – From entertainment and cuisine to visual arts and fashion, global interest in South Korean culture is surging, as reported by international media. In their quest to grasp this new global phenomenon, various media platforms have focused on what is termed “Korean cool.” “K-everything: The rise and rise of Korean culture” (The Guardian) “The art market: Korean cool” (Financial Times) “Hallyu: ‘Cool Korea’ and the art of soft power” (Le Monde Diplomatique) “Numerous non-Korean friends of mine, especially those involved in fashion and beauty, frequently inquire about the latest trends in Korean fashion, food, and celebrities,” remarked Kim, a 28-year-old Korean residing in China.
He mentioned that their curiosity stems from the perception that anything trendy in Korea is inherently cool, a sentiment he doesn’t share. “Trendiness often equates to coolness for many people. However, I believe the person behind it plays a more significant role,” he noted.
To illustrate his point, he recounted an incident involving a group of Korean exchange students he saw in Beijing’s popular nightlife area, Sanlitun, decked out in the latest Korean fashion. “They were completely drunk, yelling, and fighting amongst themselves. When I realised they were Koreans, I felt embarrassed.
It wasn’t cool at all,” he said. VARIED VIBES OF KOREAN COOL So, what exactly defines “cool” in the Korean cultural context? The answers vary even .
