South Korea
Cultural drivers Korea is the future; it is the future of us all
Korean culture has flourished across the world over the past decade, not only in music but also in film, video games, TV, fashion and food. Everywhere you look, the nation’s influence can be felt. South Korea has experienced a dramatic rise, from a country ravaged by war in the late 1950s to a leading cultural powerhouse by the early 2000s. Its remarkable trajectory from ‘rags to riches’ is marked by governmental control, daring strategies and IT innovations paired with appalli-ppalli (‘quick-quick’) ethos, where speed is of the essence.
This condensed and abrupt transformation process, called ‘compressed modernity’, has generated paradoxes within contemporary South Korean society, where cutting-edge technology now coexists with centuries-old shamanistic and Confucian rituals. Traditional values inherited from over 500 years of Joseon Dynasty rule (1392-1910) have been confronted suddenly with new norms and alien policies that Koreans have had little time to digest or embrace. It is this compressed modern history and hybridity that have shaped the Korean Wave. There is no social issue or problem in Korea that no other country has, these issues are not categorically unique to Korea; it’s a matter of scale and sheer intensity.
Vision 2024 was informed by many of the innovations and cultural influences of South Korea. This report about South Korea is a deeper dive into its cultural drivers. OvN worked together with a Korean designer and visualizer and visited the HALLYU! exhibition in the Victoria & Albert Museum in London. The information gathered and the reflections led to a balanced view of culture in South Korea, its paradoxes and its effect on culture globally.
Banner, Meta-Horizons: The Future Now exhibition by Zaha Hadid Architects, Dongdaemun Design Plaza, Seoul
Below, HALLYU! The Korean Wave at the V & A, London
You can download the report here
1/ Self expression
Self love
The younger generation uses social media as the main venue to share their ideology: self-love. This generation, with little reluctance to reveal itself, which has taken it for granted and has a character that 'looks a little rude and proud', impresses the previous generations as 'new' or 'peculiar'.
Korean society has shared a value that hates to cause trouble for others. In the eyes of previous generations, who were naturally afraid of being too different from others, these younger generations are enviable and of a different kind.
This contrast affects many aspects of the Korean media market. In k-drama, the role of the family, the expectations and pressures of the workplace, and the desire for freedom and self-realization are often the main storylines.
Left to right, Eugene and Lay of IVE, Korean drama Start-up, Seoa Ryu of virtual K-pop band ETERN!TY, Zepeto
Digital expressions
For female K-pop idols such as IVE, LE SSERAFIM, and STAYC, the main narrative of performance can be summarised as ‘I love myself’. This message is a core value among the young generation, they are confident to share ‘I’m fearless.’ and ‘I do what I want to do.’
“ 11-member girl group Eternity is created using AI. Because they are virtual, they can freely express themselves, and address social issues because they are less vulnerable to malicious comments and criticisms.”
Expressing the idea of ‘I am who I am’ in front of others through digital content, might be more accustomed to the online environment than the offline environment. Young people do not feel bothered communicating with others in Metaverse, virtual spaces such as ZEPETO, yet they seem to be increasingly complaining of difficulties in communicating with others in real life. After COVID-19, more and more people say that online acquaintances are more comfortable than socialising offline.
2/ Social change
Sub-cultures
As the trend-leading generation in Korea focuses on self-expression, a variety of sub-cultures have begun to emerge. It is normal to follow a trend in Korea, because there is a social common value that each individual should be careful about the opinions of others. Therefore, the perception that it is good to follow the latest trend is widespread, which means that there would be less spotlight for groups that follow minor cultures.
With a major generational shift in the media market, this common sense is starting to die off little by little. Animation, game, extreme fashion, tattoo, or indie cultures, which used to have small followings, have grown into major cultures.
Left to right, Monika, part of the Prowdmon crew of the Street Women Fighter, Dydoshop, Bae In-kyu of Man on Solidarity, anti-feminist group, election graphics of the 2022 Presidential election
Social tensions
Gender equality and the feminist movement have become politicized and polarizing issues, especially among the younger generation during the recent presidential election. Yoon Suk-Yeol, the newly elected president of South Korea, has earned a negative reputation as an anti-feminist.
“The young generations are experiencing a strong divide in the conflict between men and women.”
The difference between the positions of boys who have fewer issues with patriarchal system in Korea, and girls, who recognise the importance of themselves and therefore say that the absurdity of the present world is causing this tension. A growing group of male and female Koreans see the #MeToo movement and young women’s steps toward cultural change as a form of reverse discrimination. Anti-feminist activists, organize counter-protests to women’s rallies against sexual violence and discrimination.
3/ Rural
Countryside
Half of South Korea’s population lives in Seoul and its region. The government is promoting young people returning to rural life, to breathe new life in rural areas.
“In 2021 nearly 380,000 people moved to the countryside, up 15 % from 2015.”
Koreans call this trend “kwichon”, caused by high city housing prices, pandemic-related telework, and growing frustration with the ruthless competition in the labour market that has led some to choose farming.
People want to move to live a life worthy of human dignity. A report by the Korea Rural Economics Institute said only 7 per cent of those who went to the countryside said they were unhappy with farm life, despite the lower incomes.
Outdoors
Mountains cover 70 per cent of the South Korean territory. Two-thirds of Koreans own a pair of hiking boots and go to the mountains at least once a year; nearly a third go once a month. Hiking is South Korea’s most popular outdoor pastime. Outdoor activity became very popular during the pandemic. People seek the outdoors and try not to be bothered by others as much as possible. This idea led ‘Walking’, ‘Camping alone with own car’, and ‘Trekking’ to be popular. Posting on social media is an essential factor. Since the pandemic, hiking is also popular among young people.
The love for mountains is partly due to the effect on mental discipline, physical training and spiritual transformation, a pilgrimage or the meditative escape from busy city lives. More than just a hobby, it is part of the Korean identity.
Left to right, Jeju Island green tea at Osulloc Tea House, farming at Mount Gyeryong in South Chungcheong Province, hiking at Mt. Gwangduk, photo by @korean_yerrr, camping, photo by unknown
4/ Wellbeing
Nothingness
The Korea Herald recently reported the results of a survey of 1,016 South Koreans, which found that 70 per cent admitted they were feeling stressed. In that same survey, 46.5 per cent of poll respondents in their twenties reported feeling depressed. The cost of living is rising in Korea. Inflation growth has seen the fastest rise in more than 13 years. The high prices of homes and the high level of personal debt cause a lot of pressure.
“Hitting mung is similar to forest bathing, where you go out into the forest and immerse yourself in nature.”
Mung, meaning something like ‘emptiness’ or ‘nothingness’, expresses Korea’s Confucian ideal of emptiness as a form of fullness. It is a proactive blankness, an antidote for a mind in constant overdrive; it feeds the soul, mind and spirit.
Wellbeing
Health and wellness startups in Korea saw a boost post-COVID. More and more people were looking to stay healthy both physically and mentally. There is a focus on health from the inside out. Traditional Korean medicine, or hanbang, is intertwined with Korean history and culture. Wellbeing resorts offer herbal medicine treatments as well as meditation, yoga and forest bathing.
Architectural spaces invite nature in to create an atmosphere of relaxation and oneness. Spaces for tea ceremonies are seen as a way to find relaxation and harmony. The Korean tea ceremony emphasises harmonising naturalness, ease, and relaxation with formality, ritual, and interpersonal etiquette. Korean Buddhist tea ceremonies focused on spiritual awakening which symbolised purification, absorption, and meditation attained by making and drinking tea.
Left to right, watching nature at Green Lab, photo by Qi Alchemy, Osulloc teahouse by AmorePacific, The Cosmos Resort by The System Lab
5/ Cafe life
Social life
It is very common to do indoor leisure. The reason is simple, Korea is very small, but the population is too many compared to the size of the country. The social atmosphere where you can’t have enough leisure time because of workload could be another reason. The opportunity cost is high to do outdoor activities with little leisure time. Therefore, a culture oriented toward experiencing various indoor activities has been established. Among them, ‘cafe’ cannot be left out when it comes to leisure space essential to Korean society. Korea is a cafe paradise. More than any other activity, hanging out with people at a cafe, experiencing various cafe foods/drinks, or doing their work/or study in there is the most loved activity by Koreans. There are so many cafes that there are 3-4 cafes in one street.
Left to right, Photo by Jin Hwang, Arki Coffee Seoul, Iksundong cafe, food at Blobby Nohyeong, Somunnan Seongsu Gamjatang restaurant, Seoul
Food
Korea has a very well-developed restaurant culture. As the expense of living, especially grocery costs became extremely high, ironically, a strange culture emerges, in which it is cheaper to eat outside than to eat at home. So, unlike in Europe, where a home party is more common than eating out, going out for a meal is really common in Korea. As there is not much time left after work or school is done. - Almost 9 to 6 - 7 pm, or even till really late night - So that the ‘dinner’ plan became a very crucial hanging out activity.
“What has been known as street food is translated into luxury foods.”
What has been known as street food is translated into luxury foods. Foods such as Toppokki, sundaes, and fries, which can be found on a stand on the street in Korea, started being transferred to restaurants. Korean translations of western food are also popular, modifying the western food and dessert into a Korean preferred way.
6/ Home
Natural
Korean homes are often centred around practicality and creative use of limited space.
“The average Korean home is 26 square meters.”
Known for its simplicity, elegance and functionality, Korean style is founded on the principle that less is more. Having a minimal life has been a growing trend for the last decade but now, combined with the need to be in contact with nature.
The zero-waste life has become a lifestyle, doing what you can for the climate; recycling, buying less and focusing on creating zero waste. The goal is to live a conscious, healthy natural life that reduces stress and creates a comfortable space.
Vintage
Cafe spaces, decorated with Scandinavian vintage furniture are popular and a perfect background for Instagram photos. This naturally led to an interest in investing in European vintage furniture for the home. People have been forced to slow down and spend time in their homes, this drives a strong desire to really create a space that reflects both visually and affectionately what people are feeling.
The Scandinavian and Korean love of wood, craftsmanship and minimal design and classics makes the combination an interesting blend. Contemporary and modernist designs are mixed with traditional Korean elements. Second-hand is seen as cool and environmentally conscious.
Left to right, photo by @eas.i.ness, photo by @green._.us, photo by @ss___oh, Samuel Smalls, vintage furniture showroom Samuel Smalls
7/Hanbok
Cultural heritage
Wearing modern hanbok has become both a fashion statement for young trendsetters and members of the Korean diaspora affirming their cultural heritage. An emerging generation of Korean fashion designers is now drawing inspiration from the hanbok silhouette and traditional fabric patterns. The Korean government has supported the interest and enthusiasm for hanboks, encouraging their daily wear within the country and promoting them overseas.
Hanbok consists of two parts; the upper part, called Jeogori, and the lower part, baggy pants called baji for men, and a long skirt called Chima for women. Focusing on local context, heritage, on culture, and putting it in a modern, 21st-century aesthetic has become a unique design aesthetic.
Left to right, headwear at the HALLYU! The Korean Wave at the V & A, London, contemporary Hanbok by Jung Wook Jun and Moon Hyun-seung, IISE, IISE
Streetwear
Designers mix Western and Korean elements to create a new contemporary version of Hanbok. Futuristic Korean clothing label IISE takes inspiration from Korean architecture and traditional garments like Hanbok, updating the silhouettes with a futuristic lens and technical, functional fabrics like Gore-Tex.
Young people have increasingly developed a fashion culture that reflects the values of identity expression through consumption and increasingly creation. They are decoding cultural past and future references to shape a new cultural narrative.
“There is a Korean philosophy called ‘no taste’. You’ve had all the best things in life, but you know that materialism doesn’t make you happy. ”
8/ K-beauty
Beauty standards
Beauty standards are deeply ingrained within Korean culture. The use of cosmetics can be traced back centuries to the Three Kingdoms period (57 BC-668 AD). Specific aesthetic ideals for the face were established, with particular emphasis on flawless skin. Preoccupation with facial features stems from the Confucian value of yeongyugilcheseol, a oneness of the outer body and inner mind, with the outer appearance considered a reflection of the inner state.
Today, skincare remains at the forefront of K-beauty for both men and women, having set off the international trend for male cosmetics. Male Korean celebrities have popularised and normalised men’s beauty practices through their flawless skin and well-groomed looks in K-dramas and K-pop idol performances. With an increasingly global reach, international cosmetic brands are expanding their beauty lines to target men.
Left to right, Ginseng ingredient at the HALLYU! The Korean Wave at the V & A, LAKA CosmetIcs, Pra.L LED light mask by LG, IOPE Tailored Face Mask
Tech developments
Korea is now the third largest exporter of cosmetics in the world. This is also partly due to the country’s highly advanced beauty research and product development. Sustainability has become the main driver for new developments in packaging and product development.
“The “10 Step skincare” routine gained traction overseas, perpetuating a myth that Koreans employ an extensive daily skincare regime. ”
LED masks have been popularised through the international growth of K-beauty and their frequent appearance in K-dramas. Originally developed by NASA for plant growth experiments, LED technology is now known to have a healing and rejuvenating effect on the skin. Skincare brand IOPE launched a 3D printer that creates tailor-made sheet face masks. After scanning someone’s face with a smartphone app, a personalised hydrogel mask is printed to fit the user’s skin needs.
9/ Autonomous tech
Self-driving cars
Artificial intelligence has become a significant force in technology and innovation, drastically altering various industries. Korea has been proactive in international cooperation for developing trustworthy AI, it aims to be an AI heavyweight by 2022.
“Untact is a South Korean government policy that aims to spur economic growth by removing layers of human interaction from society.”
It gathered pace during the pandemic and expanded rapidly across sectors from healthcare to business and entertainment. Unmanned or hybrid shops are flourishing, and South Korea aims to officially commercialise self-driving cars by 2027. In order to achieve this goal, the Korean government will first develop L4 level (highly autonomous) supporting safety standards and improve the insurance system.
Digital new deal
“The Korean government announced plans to invest 224 billion Korean won (nearly $200 million) into its domestic metaverse ecosystem and AI to create 900,000 new jobs by 2025. ”
Korea is carrying out educational and training programmes with the aim of building human capacity and preparing for labour market transformations.
A metaverse company could be the next big thing to ride the Korean wave. The South Korean government’s strategy for strengthening its economy’s metaverse ecosystem aims at making it the fifth-largest market by 2026. A Metaverse Academy will ‘intensively train young developers and creators with technical capabilities and arts and humanities skills’, and Metaverse Labs will ‘promote the development, entrepreneurship, and commercialisation of metaverse-specific technologies’.
Left to right, SENSR software by Seoul Robotics, Zero Shuttle, unmanned Uncommon Store Seoul, Seoul government metaverse
10/ Architecture
Organic
“Hanok” is the term used to describe traditional Korean houses. Many villages in Korea show mixed suburban and urban landscapes of both traditional Hanok homes and modern homes that take into consideration the characters of traditional architecture in a unique way. Modern houses are built with courtyards and curved roofs while being modern, light and spacious inside.
Modern architecture is a translation of the past as well as highly futuristic and experimental. Nature plays an important role, fitting into the surrounding nature but also incorporating nature, daylight, natural materials and curved shapes.
Left to right, Ga On Jai House in Bundang-gu by IROJE KHM Architects, YG Entertainment headquarters by UNStudio, Oceanix floating islands concept by BIG and Samoo, The Leaf concept by Heatherwick Studio
You can download the report here
Building islands
Both Heatherwick Studio and Bjarke Ingels’ BIG have proposed islands to be built in the future. The Leaf island by Heatherwick studios is a walkable plant-like structure in Seoul, a new civic space for the city. A natural restorative place for people to meet.
“The world’s first floating city is being built in South Korea, a solution for coastal cities facing severe land shortages that are compounded by climatic threats. ”
The prototype of OCEANIX by BIG and Samoo in Busan will consist of three floating platforms or neighbourhoods totalling 15.5 acres. The islands are built to be sustainable and self-sustaining. Busan aims to be a future green smart city, launching a bid for World Expo 2030.