"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) From music and films to food, art and fashion, the world is falling in love with everything South Korean, according to overseas media reports. In their effort to understand this new object of global fascination, media outlets have been paying attention to what they call “Korean cool." "Many of my non-Korean friends, especially those in the fashion and beauty industry, often ask me about the latest trends in Korean fashion, food, and celebrities," said Kim, a 28-year-old Korean living in China.
He explained that they inquire because they believe trendy things in Korea are cool, but he personally disagrees. "I guess being trendy often translates into it being cool. But I think who does it matters more," he said.
He illustrated this with an example of a group of Korean international students he observed in Beijing's Sanlitun, a popular nightlife district, fully dressed in the latest Korean fashion. "They were all wasted. They were screaming and fighting with each other.
To be honest, it was embarrassing when I found out they were Koreans. Not cool at all," he said. Diverse cool factors in Korea So, what exactly defines "cool" in the Korean cultural context? The answers vary even among Koreans.
"I think being cool is exhibiting a clear taste. I believe the recent popularity of videos featuring.