TL;DR
In South Korea, objects define identity. This is the result of rapid economic growth that initially spawned a nouveau-riche culture of ostentatiously displaying wealth. The economic growth itself is precipitated by status-conscious, affirmation-hungry South Koreans who enjoy showing off their success through material goods.
The bottom line is that South Korea is a capitalist society, consumerist in nature; without constant consumption to drive economic growth, the capitalist system would fail. Consumerist tendency condones, if not drives, materialistic behavior.
But even among fellow capitalist countries, South Korea’s cultures of consumerism and materialism are striking. to the extent that Pope Francis warned young South Koreans of the dangers of materialism on a visit in 2014.
Perhaps because of its relatively recent and rapid economic growth, South Korea has become known for its nouveau-riche culture: Wealth is often flaunted in tasteless ways, including, by showing off big brand names. Louis Vuitton handbags were once dubbed “three-second bags,” because you could allegedly see one every three seconds in busy Seoul neighborhoods.
While ostentatious displays of wealth have petered out in recent years (they are at least frowned upon), sales of luxury goods have constantly increased in South Korea, unlike in Japan, Europe and the US. The emphasis has simply shifted from well-known brand names to less in-your-face items like fine jewellery and lesser-known (but more exclusive) brands.
The very source of South Korea’s meteoric economic growth was fierce competition, driven in part by obsessive comparison by Koreans with both their fellow citizens and foreign countries. South Koreans become harsh critics of each other from a young age. Kids are taught to do more — or at least more than their peers, families and strangers. “Mom’s friend’s son” is a figure South Korean parents commonly cite to motivate their kids by highlighting their comparative lack of effort and/or success.
With material goods serving as markers of social status, possessions and spending offer a shortcut to demonstrating success in the rat race. Your image and reputation are determined by what you consume, own and post on social media. Individuals are reduced to the sum of their material possessions, and relationships between couples are judged by how much they spend on gifts, restaurants and holidays for each other.
Potent status symbols include expensive cars and properties of residence. Imported cars are better than domestic cars (e.g. Hyundai), making Mercedes-Benz more popular in South Korea than in its homeland. Certain areas of Seoul (e.g. Gangnam) are immediately associated with wealth and pedigree. Even elementary school kids discuss their apartment size and parents’ cars, as if to establish rankings among themselves.
Recently, these materialist inclinations have trickled down to a form new trend, albeit much more defeatist in nature: sibal biyong, or ‘f*ck-it expenses.’ Here. young South Koreans’ impulsive spending on trivialities is aimed at relieving stress; the neologism encapsulates the act of spending more money just to feel better and for no practical reason, — taking a cab to travel a short distance, for example.
South Korea is a society that values modesty only at the most superficial level. Success and power need to be seen and acknowledged. And material goods are the country’s favorite means of achieving this.
Jieun Choi authored this article.
Cover image: Billboard in Gangnam Station (Source: LG Electronics via Flickr, CC BY 2.0)
FAQs
Due to the family-centered Confucian social ethics but also other traditional cultural legacy such as folkloristic Shamanism which stresses emotion and affections in interpersonal relations, Koreans usually place much value on family and family-related matters in their lives.
Why is South Korean culture so popular? ›
South Korea, in particular, has become a powerhouse of integrating culture into Western media; the remarkable success of K-pop groups, the record-breaking rise of Netlflix's “Squid Game,” and the widespread embrace of Korean cuisine, for example, reveal the country's unparalleled impact on international business.
Why do you think that the Korean culture is likely to be a high context culture? ›
Communication in Korea should be formal and not direct. This cultural attitude is reflected through digital communications. Koreans were more likely to have fewer, but more intimate relationships on SNS (Social Network Services) and adopted a more indirect communication style that represents high-context cultures.
Why do people love South Korea so much? ›
Seoul is ridiculously cool. Futuristic architecture everywhere, incredible shopping malls displaying the latest fashion trends, karaoke bars and amazing ancient culture too. Take a stroll around Bukchon Hanok Village, marvel at the Gyeongbokgung Palace and then eat Kimchi to your heart's content.
What is unique about South Korean culture? ›
South Korea - Summary. Korea has a unique language and its own writing system, “Hangeul,” which was invented by King Sejong (1397–1450) during the Joseon dynasty. Korean are very proud of this remarkable achievement.
How does Korean culture differ from American culture? ›
Koreans may avoid confrontation and use indirect language to convey their message, while Americans may see this as evasive and prefer a more direct approach. Additionally, in Korea, hierarchy is important in communication, and people may use formal language and titles when speaking to those in positions of authority.
What are the moral values of Korea? ›
Traditionally, filial piety and loyalty have been considered the highest moral value among the Koreans (Anti-communist Committee, 1970). The Koreans were required to respect their parents sincerely and serve their fatherland.
What is the most important part of Korean culture? ›
Family is the most important part of Korean society and the father is the leader of the family. They also believe in a hierarchical structure and children help their parents and must obey them and show respect to the elders.
What are South Korean people known for? ›
South Koreans are avid sports and outdoors enthusiasts. The martial art tae kwon do and the traditional belt-wrestling style called ssireum (which is similar to Japanese sumo and Mongolian wrestling) are widely practiced national sports.
Is South Korea rich in culture? ›
Today, many cultural elements from South Korea, especially popular culture, have spread across the globe and have become some of the most prominent cultural forces in the world.
The Korean kingdoms were influenced by Chinese trade goods and culture. Korean writing systems (4th century a.d.), architecture, political systems, religions, and even musical instruments came from China. Koreans adapted these Chinese things and made them their own.
Why is face important in Korean culture? ›
Koreans have been educated and conditioned through their culture to comprehend the essence of the spoken message, and the unspoken message as well, by means of reading faces. Face for Koreans serves as more than a place for the direct revelation of emotions. Face is also a place for concealment of a given emotion.
What kind of society is South Korea? ›
The Republic of Korea (South Korea) is an established democracy that largely respects civil, political, economic, social, and cultural rights, although significant human rights concerns remain.
What does South Korea value the most? ›
Hard work, obedience to family, protection of the family, and proper decorum among family members are very much Korean values, even in the modern world.
Why do Koreans have good skin? ›
There are many reasons as to why Koreans have really good skin. Of course, there is a genetic component to clear skin and an ethnic component as to why Asians in general show signs of sun damage/aging much later in life. However, Koreans also practice really good skincare regimen and sun protection.
Why is Korean so unique? ›
Another unique feature of Korean is its very distinctive alphabet called, Hangeul. It is one of few languages in the world which has a writing system specifically designed for it. It is certainly the only language in the world whose alphabet was invented by a king! It was devised by King Sejong in the 15th Century.
What are the don'ts in Korea? ›
Don't introduce yourself at social gatherings; wait for your guest to introduce you to others. Do make sure to shake hands afterwards, as it is generally expected of westerners. Don't bring up controversial and sensitive topics in conversation. This includes politics, communism, and the Korean War.
What color do Korean brides wear? ›
For a traditional Korean wedding, the bride and groom will wear specific colors. The bride will typically wear red, and the groom will wear blue to symbolize the Confucian idea of yin and yang. A yin color (blue) is meant to bring healing and relaxation, and a yang color (red) provides enthusiasm and active energy.
What is Korea most known for? ›
In the 21st century, South Korea has been renowned for its globally influential pop culture, particularly in music, TV dramas and cinema, a phenomenon referred to as the Korean Wave.
