The New York Times is at it again, with their Korean culture stories. Korean chicken. Vietnamese brides. Korean marriage customs. Good stuff.
It is curious that the NYT has a continuous interest on Korea, and I wonder where that comes from – whether Korea has become of great enough interest in the general public (like Japan in the 80's) or perhaps there is a particular interest there amongst the editors there. Either way, they're producing some thought-provoking stuff.
A side-effect of all this is that Korea keeps getting this international spotlight about a variety of subjects that have nothing ostensibly to do with economic development, the World Cup or other major sporting events, nor anything that people in Korea generally expect to receive attention over.
And I like that.
No matter how much some Koreans may fret about perceived "negative" news – as defined by being something a government planner wouldn't put in a tourist brochure – the more exposure of this type there is, the better it will be for Korea's real image in the world, as opposed to the self-produced fantasy one that government planners continue to think anyone cares about.
From "Hub of Asia" to "HiSeoul" and "The Soul of Asia." I have to admit, "Dynamic Korea" wasn't bad, but let's not kid ourselves – Korean publicists' narrow view of what they think foreigners should and actually want to see in Korea has been selling the real charm of this place short for a long time.
Pieces like the ones produced by the NYT makes Korean culture interesting, it makes Koreans human beings, it makes people want to perhaps find out more about the culture. That's not something people do when you're just reduced to an "economic miracle" or tourist destination. And as much as the Ministry of Culture and Tourism tries, Korea isn't the first place on many people's lists of possible places to visit in the world in terms of flashy tourist destinations and world-famous landmarks.
In the international marketplace of flashy tourist campaigns marked by people in colorful ethnic dress, doing exotic dances, or smiling invitingly for tourist dollars, Korea ain't so especially special.
The New York Times has probably done more lately to raise real interest in Korean culture amongst the general American public than any tourist campaigns the MoCaT ever thought up.
My advice to planners to "improve Korea's image internationally," which is a question I've been asked a lot lately – make a frank and funny look at all types of quirky aspects of Korean culture hosted by some cool English-speaking hosts and put it on YouTube.
That's free, just like my advice.
Korean drinking customs. A comparison of Korea's spiciest foods. Where Korean couples go on dates. Renovating a palace. Throw a social problem in there and do some obligatory hand-wringing over it. Go to a gaming PC Bang. Interview the world champions in Starcraft (who just happen to be Korean). Go visit a foreigner who lives with the Buddhist monks in the mountains. Show Korean nightlife. Talk about the custom of "booking" (a pet subject for news radio in the late 1990's).
If there were a cool and fresh series like that on Youtube and promoted in other outlets, it would be a far, far better thing than the Arirang method, which is condescending, utter bullshit. To paraphrase Denzel Washington in Training Day, it's sometimes useful bullshit, but bullshit nonetheless.
The NYT is probably doing more to open minds to Korea than both the "Dynamic Korea" and "Hub of Asia" campaigns put together.
And don't fret, Naver News and other outlets. The best publicity in the world is free.
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