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Korean Sociological Image #39: Why are Koreans so into their Looks?

Arirang TV (아리랑 TV) has a deserved reputation for presenting an overly positive image of Korea to the world, so I was pleasantly surprised by this segment from Monday’s Arirang Today that acknowledges the huge pressures Korean women face to have unnecessary cosmetic surgery for job interviews and marriage prospects, and without presenting them as mere mindless followers of fashions in the process. Only 7 minutes long, it’s a good short introduction to the topic (via: pompeiigranate).

(For all posts in the Korean Sociological Images series, see here)

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Filed under: Body Image, Cosmetic Surgery, Cosmetics, Dieting, Exercise, Korean Economy, Korean Feminism, Korean Media, Korean Sociological Images, Skin Whitening
  

 

Creative Korean Advertising #22: Bridging Korea and Japan

Bluemarine Water Korean Advertisement( Source: Ad Stars 2009 )

Despite popular perception, tap water in Seoul at least is not only perfectly safe, but is also healthier, cheaper, and better for the environment than bottled water. So why drink it?

Well, old habits die hard, and with access to clean water from overseas being one of Korean consumers’ first demands after democratization, then they’re not going to give up the bottle any time soon. But with a plethora of different products available now, it is very difficult for any one company to stand out.

Which brings me to this attempt for Lotte Chilsung’s (롯데칠성음료) Bluemarine (블루마린): however odd it may look at first glance, it actually seems to work, as it does compel you to read the fine print to find out what it’s all about. What do you think?

An entrant for the Ad Stars 2009 Busan International Advertising Festival, unfortunately the closure of that website means that more details on it are no longer available. But the website for the 2010 festival is now up, and they may be added later; meanwhile, see here for an overview of last year’s festival, and here for 2008′s (which I got to briefly attend).

Finally, for lovers of stange maps like myself, here is a map of the world with the sea level raised 100 meters rather than lowered 1050!

(For more posts in the Creative Korean Advertising series, see here)

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Filed under: Creative Korean Advertising, East Asia, Korean Advertisements Tagged: Ad Stars 2010, Bluemarine, Busan International Advertising Festival, 부산국제광고제, 블루마린

Indian Music (FM Radio), Movies, TV, Newspaper and Books (Fiction)

Since I am an avid reader let me start first with books. Most of the bookshops I have visited in Korea have a section on Foreign books. The foreign book section would have English, French, Japanese and books in other languages.  So in a bigger bookstore like Kyobo 70-80% of the bookstore would be dedicated to just Books in Korean Language and the rest to books in foreign language. So that way one would have a very limited choice when it comes to English Language books in Korea. The only Indian (NRI) writer books I saw in Korea were – Jhumpa Lahiri, Arundhati Roy, Salman Rushdie, V. S. Naipaul. Surprisingly the booker winners like Kiran Desai and Aravind Adiga were not to be seen. Most of the popular firang writers are available. And sorry no pirated copies of books are available like the way they are available back home. So all you Chetan Bhagat, Shobha De, Karan Bajaj, Manju Kapoor and other Indian writer fans out there please get your copies of favorite writers when you are moving to Korea.

Hindi Movies DVD’s are available (sorry not in a bookstore) but in the Foreign Mart at Itaewon. Otherwise you can also watch your share of hindi movies here.

You can watch popular Hindi TV channels like zee, sony, star, zoom, sab n others here.

And for online FM radios you can listen to them here and here. Just coz of some legal issues you will not be able to hear any Indian FM channels online. The one that are available are international Hindi FM radio channels which plays latest hindi music.

And for reading Times of India, Economic Times, Mirror, Crest (ditto) click here.


Destination: Groove / Seoul Style party (Club FF, Hongdae)

Like a wedding or coming out party, whenever two things are joined at the hip there's gotta be a celebration. As someone who writes for both the Groove Magazine and SeoulStyle, I was invited to join the festivities - and rock out to the four excellent bands playing at Club FF. Quite a few Hongdae club-goers showed up as well - it's not every day two relatively popular bands take the stage


 

Destination: Foreigner Flea Market (Sinseol-dong)

Located next to the Seoul Folk Flea Market, the Foreigners Flea Market is an excellent opportunity to sell some of your stuff for some extra won.While the Foreigners Flea Market wasn't far from the permanently constructed Seoul Folk Flea Market, the appearence of "Korean Traditional Mask Free for Foreigner" did make the event feel like a tourist attraction. That half of the parking lot was NOT


A New Start

I've been here since January 2009, putting in 70+ hour working weeks while still trying to maintain some semblance of a normal life with Heather. Since joining the lab here, I haven't posted a whole lot of details of the working environment, partly because life here is really tough. I try to keep this little blog as positive as possible, for various reasons, but here will be one exception.
Today I quit my PhD program and packed up all my belongings. Next week I'm beginning a brand new PhD in ovarian cancer research. I've spent a year and 3 months working in the plant bacteriology lab, but it hasn't entirely been a wasted effort.

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I ran away from home when I had just turned 16 years old and never returned. I get along with my parents now, but I had all sorts of identity issues when I was a youngster. I quit school, got into a lot of trouble with the police and was even homeless at one stage. But things changed and I was lucky enough to have some incredibly good friends who helped pull me through the bad times. Without them, it wouldn't have happened. I went back to school, worked in various jobs and graduated from the University of Adelaide while supporting myself. This may all be part of a longer blog post in the distant future, but the purpose of letting this out now is to give you the idea that I'm not a particularly fragile or oversensitive person.
Mentally, I feel like I'm pretty much as tough as nails, albeit a little cocky at times. So when I say that doing a PhD at Seoul National University in the Agricultural Biotechnology department is tough, I mean that it really is a matter of emotional survival.
My aim here is not to slander the department, but rather to tell the truth for what it is.

Korean education culture is highly competitive and automated. Students are often encouraged to sacrifice important aspects of a healthy childhood in order to become academically superior to their peers. From middle school, nearly all students are expected to attend hagwons (cram schools), adding hundreds of study hours to the regular school program. Exam study periods are vicious, sleepless periods of the year where even the businesses here adjust their timetables to compensate for the change. Many Korean parents are under the belief that family honour is at stake if their children can't get into a good university. This isn't all bad, because Korean students rank very highly in international assessments and the national economy continues to excel. But the downside of this system is an unusual number of student suicides, and a generation of adolescents lacking basic social skills.

Seoul National University recruits the best students in Korea. So what effectively happens is that you get three kinds of students here. Type A are the brilliant, gifted, hard working types who spawn emeritus professors. Type B are people like me, who for whatever reason, have had fortune smile upon them and they somehow ended up on the enrolment list. And Type C are what I call the 'pathologically determined'. These are the ones who have had enormous pressure from their families to sacrifice everything for academia. While not being innately brilliant minds, they make up for it with brute determination and an astronomical number of sleepless nights. Instead of figuring out the best way to climb over the mountain, Type C students simply headbutt the thing until it dissolves.

A few years ago, our lab had 5 Type A doctoral students. Their names are Dr JG Kim, Dr JH Oh, Dr YS Kang, Dr JW Kim and Dr OH Choi. As you can see, they all graduated. I've only met three of them, but from their publications and email correspondence I can tell that they all deserved their degrees. At SNU, you have to publish in prominent journals to be even eligible to graduate. This means that if your research isn't up to scratch, you could be stuck here for a long time. An 8-year PhD is not out of the question. What happened in our lab was that the Type A's made it through, and the last one left soon after I arrived.

When I arrived in January 2009 as an enthusiastic young doctoral student, I was placed under the direct mentorship of an exceptionally prickly Type C. I'm not going to name him, but he has been in the lab for the past 5 years and hasn't published anything, nor is he even going to graduate in the next 2 years. This can sometimes be put down to bad luck: in science you have to be working on a project that can produce results, and not all of them will. But in his case, it's purely a matter of laziness.

When you're given a mentor in a lab, you are completely dependent on them for the first few months. Labs and lab equipment are quite complex for any newcomer. In the first week, my Type C mentor was very friendly to me. He gave me three packets of Shin Ramyeon as a gift. A strange gift, but a gift nonetheless.
The following week he started clicking his fingers at me. He'd say "Rhee (Lee), come here" accompanied with a small *click*. I didn't let it bother me too much. However this soon evolved to "Ya!" *CLICK!*. I still didn't complain.
Two weeks later he stopped saying anything. He'd just walk swiftly past my desk, click his fingers in my face and then walk off somewhere. This meant that I was supposed to follow him somewhere in the lab, for a new 'science lesson'. In the end I asked him not to click his fingers at me, in a polite enough way. He responded and said that because he was my 'senior' in the lab, I should respect him.
This was the beginning of our toxic working relationship.

Over the coming months I learned that not only was he uninterested in science, he was rather inept, selfish, clumsy and lazy. I put up with things for as long as I could, but eventually I just snapped. We had a major falling out and he refused to talk to me for the next 6 months or so. That was hard, and I ended up working alone, which unsurprisingly was much better than working with him. But it wasn't enough for him to leave me alone, he felt compelled to 'teach me a lesson' for disrespecting him. He waged a campaign of passive-aggressiveness, not just on me, but also on Se-Kyung and Chen Jing (the two other 'juniors' in the lab). He is a prickly person by nature and almost universally despised by everyone who knows him well. His revenge involved weeks of repeatedly slamming our cupboard doors, rattling his glass tubes while walking behind us, coughing loudly everytime we went near him and once he even stole my piece of birthday cake. This guy is 35 years old but his behaviour reminded me of our family sibling quarrels when we were 6 years old.

Okay, so any normal mature PhD student would attempt to fix this and get on with their work, right? I tried to make up with him on numerous occasions. On his birthday I gave him an envelope with the equivalent of US$100 in it. I privately told him that I was sorry for all the trouble and that I hoped we could work together well in future. He told me that he is very good at science and seemed very happy. That lasted about one week. I tried so hard to make it work, ignoring his habits and trying to appease him, but in the end it was just impossible. This Type C puzzled me so much with his endless and unwavering annoyance that I began to think that there might be a deeper psychological problem. After much reading online, I found some information on Narcissistic Personality Disorder. This particular disorder is characterized by "a pervasive pattern of grandiosity, need for admiration and a lack of empathy."

The more I read about it, the more I was convinced that my Type C mentor was suffering from Malignant Narcissism, a more developed but theoretical form of the disease. I began discussing this with Chen-Jing and she agreed that he satisfied every criteria admirably. Eventually I emailed Dr David Thomas, an American psychologist, and asked him for advice. He told me that my situation was 'unenviable' and suggested that I should ignore him as much as possible and perhaps keep a diary of events for future reference.
My diary started filling up with entries.

Eventually I composed all of my thoughts into a single file and posted it on Helium, a website where you can write articles on suggested topics and then have it rated by members of the community. The article I wrote was voted 4 out of 47. If you're interested, you can read it here. The problem with Narcissism is that it is such a bizarre and rare disorder, others can't help but look at you oddly once you start talking about it in any great detail.

So then you may conclude that it would be best to take the matter to the professor and he can deal with it. That would be an incorrect assumption. Mental health is a taboo topic in Korea, and rarely discussed. Although our professor knew about the situation, the system at SNU just doesn't work in logical ways. Once a PhD student is accepted, there is no formal way to force a student to leave. They can only leave of their own free will, or be asked to leave. Our professor asked him to leave, but he just refused. Furthermore, the Type C mentor is devious enough to know exactly how to behave at the right times. Whenever the professor is around, he completely changes his personality into an obedient and humble student.

To make matters worse, the agricultural department at SNU is a highly conservative environment, in a conservative society. The other two Korean students in the lab, who have been here for 4 and 5 years, have been strictly adhering to the 'Korean code'. This states that no matter how bad a 'senior' may be, Confucian wisdom tells us to tolerate and respect them nonetheless. It is this ingrained idea in much of the student body here that makes life so difficult. Mutual respect and merit are revolutionary 'Western ideas' to them, and any debate about the topic gets turned into them accusing me of not understanding Korean culture. Thus, any dispute between Type C mentor and juniors gets turned automatically into the fault of the juniors. I have been enduring this situation for 15 months.

Two weeks ago I was really frustrated in the lab, but had been pretty good up until that point. Type C mentor was on a warpath. He was standing over a machine I was using and shaking his head, making noises and generally trying to get my attention. I would normally ignore him. That night, I was highly annoyed at Korean #2 turning off my PCR machine and ringing me at night to tell me that it was against the rules to use the machine overnight. He had switched off my machine and just told me that I couldn't use the machine over the phone. Seniors will do that kind of thing here. So I had to walk back from my dormitory to transfer the ligation I had been working on for many weeks. Type C mentor knew how annoying this was and thought it would be a great opportunity to upset me. I was at my lab bench, transferring the experiment and he was trying to provoke a reaction out of me by carrying on. He eventually started staring at me, so I just stared straight back at him. Then he scoffed at me in Korean and said "What are you looking at, huh? What's your problem?"
The background to the situation was that he had been annoying me for months, and had found the one night of the year that I'd snap. So I snapped and told him with true Australian passion "Man, fuck you".

I apologise to the young student that I tutor, Thomas, who reads this blog. I don't often swear, and swearing is not good. Mr Lee was just very frustrated at that time.

Anyway, Type C mentor doesn't really understand English swear words at all, so I felt the need to elaborate. It was a bizarre situation. Soon after that he had both hands around my neck, in a choke hold, with his fingers squeezing my windpipe. This guy is about 20 centimetres taller than me and about 30 kilograms heavier, I kid you not. He's like one big ugly bear, with bad teeth, who doesn't wash.

10 seconds after my air supply was cut off, I began to worry about fainting. I had taken a fairly deep breath, but he wasn't letting go. He had lost control and was screaming Korean swear words straight into my right ear with an excessive amount of ballistic saliva. He had lifted me up off my chair by my neck and pinned me against my lab bench with his large belly. Imagine a hippopotamus strangling a chihuahua over a bench. People who are familiar with psychology may be inclined to categorise this outburst as something called Narcissistic Rage. Eventually, Korean #3 came to my aid and yelled at him to stop. I composed myself, yelled at him not to touch me, and quickly went home because his eyebrows were so high up on his forehead with craziness that his forehead had actually disappeared somewhere into thin air. I've seen a fair amount of violent craziness in my life, but this disturbed me. Especially because it was in a lab and we hadn't been drinking at all. I went home and my wife took photos of the blood blisters and swelling on my neck. My wife is awesome.

I shouldn't have sworn at him, but physical violence in a place of learning is something different, right? Not according to Korean standards. I took the next day off and learned through the nicer lab members that Type C mentor, Korean #2 and Korean #3 had a one hour meeting that morning and arrived at the conclusion that I was to be blamed. An odd story that was somehow quite different to the true one in important aspects ended up being reported to the professor. Although disagreeing with his behaviour, Korean #2 and #3 found it appropriate to once again protect the guilty and uphold the ever-logical Korean Way.

After I yelled at the professor over the phone for not believing me, I realised that things were beginning to get dangerous for my mental health. I went to the professor's office the next morning and took full responsibility for swearing at a senior. We didn't talk about it further. Then I told him that it would not be helpful for me to stay in the lab any longer because my mental well-being was at stake. But I was not ready to give up science, because it was my lifelong passion and I knew I had potential to contribute something useful. He understood and told me that he would recommend me to any other laboratory.

So I've been taking a Cell and Cancer class this semester, even though my major was plant bacteriology. It was mainly because the classes in the Ag Biotech department are usually entirely in Korean and quite low in quality. That's a whole different story. Cell and Cancer was taught in English, so I chose it out of pure interest.

Two weeks before I was strangled, a new Canadian professor started teaching the classes. I was very impressed with his friendliness and humble approach to teaching. As a complete stab in the dark, I decided to walk over to his office and ask if he was willing to accept me as a new student quitting an old program.

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He's only been here for two months and is part of a new program called Biomodulation, involving extensive inter-disclipinary collaboration amongst the biosciences. They've built a new building on campus for it.

After briefly explaining my situation without trying to sound like a complete nut, he told me that he was impressed with my communication skills and was interested. He actually thought I had come to discuss his lecture content and seemed a little taken aback when I told him it was about something else. After a few more meetings over the past week, he's organised for me to start a PhD with him in ovarian cancer research, from May 1st.

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This is the new building from the other side. I now affectionately refer to it as 'The Promised Land'.

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My old professor was incredibly supportive of me, even though I know it must have been frustrating for him to lose a student. He's done what he can in a tough situation, and I don't blame him for anything. He can turn good students into excellent post-docs, but he can't change losers into winners. And the school won't let him kick out a menace.

But things didn't go as smoothly as we had hoped. I went to the admin office of our department and explained that I was enrolled, had the support and acceptance of both professors and wanted to transfer. Unfortunately though, no student has ever transferred their program in the history of our department. Once a student chooses a professor, it's seen as some kind of a blood-bond for life. That's how old-fashioned the system is here.

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Furthermore, because there were no written rules or documents about 'transferring', nobody knew what to do. With the aid of the director, we eventually determined that there was no rule stating that I couldn't simply enrol in a new program while still enrolled in a different one.

So what I have to do is apply for enrolment to the new program, submit all of my previously submitted documents and sit through an interview even though I've been accepted. After that, I can just quit my old program. It will technically be a transfer, but just unnecessarily more difficult.

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The large majority of my classes taken in the first year will not transfer as credit, so I have to start pretty much from scratch. But that's fine with me. And construction in the new lab hasn't been finished yet, so there's going to be a bit of a lag. I've spent a year working with plants and will have to learn how to work with human and animal cells.

I'm still counting my lucky stars.

If you've read up to this point, you may get the idea that life at SNU is somewhat extreme. It's true that it's much more difficult than I expected, and I was really expecting something quite difficult to begin with. But it is not impossible, and if you make it through, you'll probably be a better person. There are many terrible seniors in the labs here, but there are also some great colleagues. Because I'll be reading my own blog someday in the distant future, I want to make a special note of the people from the other labs who I am thankful to for their friendship and help over the past year. These are the good people that made my life bearable.

Our lab
Chen Jing, Se-Kyung (김세경), Gi-Yong (곽지영)

Fungus lab
Jenny (홍재일), Sally (유소연), Kelly (김가은) and Sadat.

EM lab
Yelim (장예림), Sujin (이수진) and that girl who met us for coffee today who always smiles.

MT lab
Lin Yang, Zhongshan, Chan-ju (박찬주, who I once had a drunken altercation with one night, but he long since forgave me)

Virus lab
Mishya, Se-min, Ji-sook... pretty much everyone in the virus lab is nice.

Sejong University fungus lab
Rakshya Singh, Yoon-Seong, Jae-Eun, Mi-Ok and Kumar.

And also my excellent wife has been very supportive, even though she doesn't work in science. During the middle of all the trouble, she told me that we could just leave and go to Australia if I wanted to.

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But here is one unfortunate casualty of the ordeal. Chen Jing is my most excellent Chinese lab friend who arrived here one year before I did. She's had an equally difficult time, particularly with Type C mentor, who hated her nearly as much as he hated me. In fact, our first major conflict was because I told him that his behaviour towards her was completely unacceptable (he threw a tube on the floor and threatened to hit her during a heated argument). Chen Jing and I have been supporting each other, scientifically and emotionally throughout all of these difficulties. After I decided I couldn't stay anymore, she eventually made the same decision and left the lab today as well. Not to show solidarity, but because she's decided that she's had enough of the environment here and has been under considerable stress for a number of months. She's quitting science and taking a break back home in China. Good friends show their true colours in difficult times, and Chen Jing will always be considered a good friend of mine. 

I told her that I would work hard and try to become a professor in 7 years, and if it happens, then I'll offer her the first job in my lab as a technician.

Teachers to Teach!

I've only been working in the public school system since December but one of the only complaints I ever hear from Korean teachers is that they wish they didn't have so much paperwork. Teachers are required to do so many administrative tasks that they often have very little time to prepare for their classes--even with staying late, coming in early and taking work home.  

The Korea Times reported today that the government is hiring approximately 3,000 "teacher interns" for the fall semester and 10,000 more by next year (remember, the Korean school year starts in February). There is also a move to reduce  "required administrative documents by 50 percent." My original belief is true! Half of the paper work teachers are forced to do is bullshit! I'm so glad that no one in the upper echelons of the administration is willing to make paperwork in English...all I have to do is work on lesson plans and preparation (which is time consuming!). 

At the end of the article there was a brief mention of the new evaluation system being put into use though specifics were lacking (what a surprise).  It will be difficult to gauge how the evaluation system affects foreign teachers.


I think it's a fabulous idea though I'm willing to bet that the bulk of those will be sent to urban schools and that the schools in more rural and even suburban(esque) environments will miss out, at least in the beginning.  I'm also weary about the lack of training. I mean, the government invested thousands of dollars to get me here...and gave me precisely one week of training.  The same training wasn't given to anyone in my school or my co-teacher and a lot of it was difficult to reiterate.  It also failed to cover the nitty gritty bureaucratic details--probably because they differ widely between schools and districts.


Anyone at a school with one of the new "teacher interns?"

Gender Advertisements: What, boys can drink girly drinks now?

Regularly criticizing food and drink companies for marketing their products so differently to either sex, or even exclusively just to one, then I’m surprised to find I have mixed feelings about the news that one company has actually chosen to stop doing so for a change: Hyundai Pharm (현대약픔), whose Miero Fiber (미에로화이바) “diet drink” for women was ironically the first of its kind in Korea, but for which a new campaign has been launched featuring Lee Joon (이준), a member of boy band MBLAQ (엠블랙), and Kwak Min-jung (곽민정), a figure skater:

제 2의 비라 불리며 초콜릿 복근으로 팬들의 마음을 사로잡고 있는 엠블랙 이준과 밴쿠버 동계올림픽에서 괄목할만한 성장으로 모두를 놀라게 한, 제2의 피겨여왕을 꿈꾸는 피겨스케이팅 선수 곽민정, 이 두 사람이 만난다면 어떤 모습일까?

엠블랙 이준과 곽민정 선수가 기능성 식이섬유 음료의 대표 주자인 현대약품 미에로화이바의 새모델로 발탁됐다.

Called the second Rain (비), and gaining a lot of fans through his chocolate abs, Lee Joon of MBLAQ is with Kwak Min-jung, a figure skater who startled everyone with her remarkable growth as a skater at the Winter Olympics in Vancouver, and who dreams of becoming the second figure skating queen [after Kim Yuna (김연아)]. What are they doing meeting together?

Lee Joon of MBLAQ and Kwak Min-jung the skilled athlete have been chosen as the representatives of the diet fiber drink Miero Fiber by producers Hyundai Pharm.

미에로화이바는 1989년에 출시되어 20년 넘게 많은 사람들의 사랑을 받아온 국내 최초의 식이섬유 기능성 음료로, 그 동안 이소라, 김혜수, 박민영, 고아라, 신민아 등 미에로화이바를 거쳐 간 여자 연예인들은 최고의 인기를 구사한다는 소문을 낳을 만큼, S라인 여자 연예인들의 매력이 돋보이는 CF를 선보여왔다.

이에 이준과 곽민정 선수의 모델 발탁이 더욱 신선할 것이라는 것이 현대약품 측의 설명. 서로 다른 분야에서 떠오르는 신예로 맹활약 중인 이 두 사람은 이번 CF를 통해 2010년, 모두가 부러워하는 워너비 몸짱으로 등극할 예정이라고.

Miero Fiber has received a lot of love since being launched as the first diet drink in Korea in 1989, and indeed [previously unknown] female entertainers that have showed off their S-lines and attractiveness in commercials for it have included the likes of Lee So-ra, Kim Hye-su, Park Min-young, Go-ara, and Shin Min-a, to the extent that there is a rumor that appearing in one is very helpful for a female entertainer’s career!

James – That is probably just the typical hyperbole of Korean news stories, but then I did personally first learn of Shin Min-a in 2000 and Go-ara in 2006 through their Meiro Fiber commercials:

Lee Joon and Kwak Min-jung were chosen by Hyundai Pharm because the company wanted a strong, fresh image, and because both are rising stars in their respective fields. It is hoped that through this commercial, in 2010 many people will become jealous of them and also try to get good bodies.

현대약품 관계자는 “이준과 곽민정 의 건강미와 무한한 가능성에 주목했다”며 “이준의 강하고 섹시한 이미지와 곽민정 선수의 건강하고 귀여운 매력을 통해 미에로화이바가 상징하는 건강한 아름다움의 컨셉이 효과적으로 전달될 것”이라며 새로운 모델에 대한 기대감을 선보였다.

한편, 지난 달 세계선수권대회를 마치고 귀국한 곽민정 은 국내에서 한 달간 머물며 휴식을 취한 뒤 다시 캐나다 토론토로 돌아가 오서코치와 함께 훈련에 전념할 계획이며, 이준은 최근 짧은 헤어스타일로 변신해 스승인 비와 붕어빵 외모로 화제를 일으키며 본격적인 컴백에 대한 팬들의 기대감이 한껏 고조되고 있다.

According to a Hyundai Pharm spokesperson, “It has often been remarked that Lee Joon and Kwak Min-jung both have a kind of healthy beauty and unlimited potential,” and that “with Lee Joon’s strong and sexy image and Kwak Min-jung’s healthy and cute one, they will be effective as symbols of Miero Fiber’s healthy and beautiful concept,” which is why they were chosen as new models and why Hyundai Pharm has high expectations of them.

In the meantime, after the 2010 World Figure Skating Championships concluded last month, Kwak Min-jung returned to Korea for a month of rest, but has since returned to Toronto in Canada to concentrate on training with coach Brian Orser, while Lee-Joon has recently changed his hairstyle to look almost like a twin of his mentor Rain, raising a lot of interest and expectations among fans as to what the theme of MBLAQ’s comeback will be. (source)

Granted, not an explicit admission that Hyundai Pharm now hopes to sell to men what it previously wanted consumers to believe was only for women. But that message is pretty clear in the commercial itself:

언니만큼 잘하고싶어요. 라인도 신경써야죠.

Like my older sister [Kim Yuna], I want to do well. I also have to pay attention to my S-line, yes?

마시는것도 관리해야죠. 형! 딱 기다려!

I too have to think about what I drink. Older brother [Rain]! Just you wait for me!

내일이 기다려집니다. 미에로 화이버.

We can’t wait for tomorrow. Miero Fiber.

And on that note, it’s a pity that, yet again, athletes that have gained great bodies through exercise are endorsing a product that encourages people to think that merely slugging a diet drink is all that is required. But I do think that selling it to both sexes is still a positive step: after all, as I discuss here, unfortunately it is by no means an exaggeration to say that there is a widespread belief among Korean women that “obtaining the perfect body is possible provided one merely buys and passively uses, applies or digests various products,” and one which strangely coexists alongside a belief by men that they must do active exercise instead. Introduce the notion that men and women can obtain their desired bodies through the same means however, and you begin to challenge that false dichotomy.

On the other hand, it is a diet drink being sold, and so there is also the possibility that ads like these will simply encourage men to forgo exercise in favor of dieting (and so on) also. Which do you think is the more likely scenario?

Either way, Korean energy drinks are off to a good start!

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Filed under: Body Image, Boy Groups, Dieting, Exercise, Gender Roles, Gender Socialization, Korean Advertisements, Korean Feminism, Korean Media Tagged: Miero Fiber

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