The Academy of Korean Studies held an academic seminar Wednesday (Dec. 16) on Korea's quest to present the right national image to the world.
Attending were Kim Jeong-bae, chairman of the Academy of Korean Studies; Eo Yoon-dae, head of the Presidential Council on National Branding; Lee Eo-ryeong, professor emeritus at Ewha Womans University who was the country's first culture minister; Choe Kwang-sik, director of National Museum of Korea; Park Il-hoon, director-general of the National Center for Korean Traditional Performing Arts; and Cho Hee-mun, chief of the Korean Film Council.
"We cannot artificially create an image of the country. A road is created where people tread the most", professor Lee said in his keynote speech. On Korea's quest to seek a wholesome national brand since the late 1980s, he said. "It's important that we make the best out of what we have, and then bring out the stories and events to highlight it".
Lee also questioned whether Korea has done its best to maintain the popularity of national brands in the past, such as "Hodori", the tiger mascot of the 1988 Seoul Summer Olympics, and whether the country is taking full advantage of other popular icons that show potential, naming actor
Bae Yong-joon as an example.
"After all", Lee said, "the image of Korea has to be what is acceptable for foreigners".
Other examples he gave for Korean symbols were a typical mix-and-match of Korean arts: obang colors (alignment of yellow, blue, white, red, and black colors); the unique combination of Korean-style Confucianism, Buddhism and Taoism; bibimbap (spicy Korean rice mixed with assorted vegetables); and other colorful decorations.
Choe of National Museum of Korea chose to highlight the taegeuk mark as the symbol to distinguish Korea's image. Saying the country's traditional heritage can help maintain a national identity and people, he said many relics in the country remain in both tangible and intangible forms. Especially after the 2002 World Cup soccer finals, the taegeuk mark has grown as a strong cultural icon and a source of new content.
21 Icons of Korean Culture
The seminar also celebrated the English-language version of the book "21 Icons of Korean Culture". The selection of the icons was largely based on the views of foreigners rather than Koreans' to illustrate the differences of opinion and seek the true potential of Korea's cultural power.
The icons were re-selected among 100 picked by the Culture, Sports and Tourism Ministry. The academy plans to distribute the book to Korean embassies and research centers abroad. The book can also be purchased at the foreign language section of large bookstores in Korea.
The first part of the book focuses on the top seven sites on the Korean Peninsula: Seoul, Gyeongju, Jeju-do (Jeju Island), Pyongyang, the Demilitarized Zone, Geumgangsan Mountain, and Baekdusan Mountain.
The book says Seoul pretty much has everything in being the national center for politics and government. Old royal palaces, major buildings, museums, department stores, big mountains and rivers are all gathered around the capital.
The North Korean capital of Pyongyang was selected also for its natural surroundings and invaluable relics passed down from the ancient Goguryeo Kingdom (37 B.C. – A.D. 668). The Demilitarized Zone was lauded for is natural ecology that has spurred a host of research and Geumgangsan for its magnificent scenery. Baekdusan is known as the birthplace of the Korean national identity.
For symbolic heritage, the book listed Hunminjeongeum, an instruction book on the Korean alphabet Hangeul; the Annals of Joseon Dynasty, records of Joseon monarchs; the Tripitaka Koreana, a comprehensive collection of Buddhist scriptures; the traditional Korean attire Hanbok; and the traditional architecture Hanok. The first three have been listed as UNESCO treasures since the 1990s. The remaining two are recognized for reflecting and keeping up with traditional Korean culture.
Kimchi (spicy fermented cabbage), bibimbap, bulgogi (marinated stir-fried beef) and Korean ginseng were chosen as the four representative foods of Korea. In the case of ginseng, the book has a detailed account of the types, famous markets that sell ginseng, health benefits, and the forms ginseng is sold in like tea, powder and pills.
For performing arts, pansori (one-person lyrical opera), Arirang (traditional folk song), gut (shamanistic ritual) and taekwondo (Korean martial art) were selected as the most symbolic.
Finally, Korean-style filial piety was introduced as the core ethic of the country. The principle is considered a symbol of family unity and the very basis of social morality in Korea.
By Kim Hee-sung
Korea.net Staff Writer
