<단군신화>를 활용한 트랜스미디어 스토리텔링 장소의 기호학적 분석 -카페 <웅녀의 신전>을 중심으로-

Abstract

This essay introduced the cafe ‘Temple of Ungnyeo’, which is an example of transmedia storytelling focused on the Dangun myth, and analyzed its impact and significance using a semiotic approach. The ‘Temple of Ungnyeo’cafe was based on the version of the Dangun myth recorded in ‘Samgukyusa’, which is very familiar to the young people of Korea between the ages of 10 and 30, and recreated scenes mentioned in the myth, such as the cave and the divine tree, Shindansu. At this cafe, visitors could experience Missha’s mugwort-based products with all five senses. The ‘Temple of Ungnyeo’cafe created new meaning through the motif of the transformation of the bear from the myth. This is because the bear transformation motif is the most entertaining part of the myth, and the transformation process falls in line with the classic hero narrative. The ‘Temple of Ungnyeo’ used the Dangun myth narrative to promote the marketing of the Missha cosmetic brand through the slogan that, ‘Visitors can transform into beautiful women by drinking mugwort-infused drinks (/experiencing mugwort cosmetics).’ The cafe provided an entertaining experience through its faithful storytelling of the Dangun myth narrative. As they browsed, visitors were guided to experience the ideas and themes created by the cafe in the form of a kind of ritual, which further enhanced the cafe’s significance. Like this, the ‘Temple of Ungnyeo’ was constructed in such a manner that it demythologized the Dangun myth while also creating new mythological meanings for marketing purposes. The new myths created through this process have continued to be used even after the cafe’s closure for the sake of marketing the Missha brand and cosmetic packages.