Korean Beauty in a Global Cultural Context
0
조회
0
다운로드
9
인용
0
참고문헌
키워드
초록
Culture appears to be the significant factor for the competitivenessof a country, as a unique cultural heritage canfunction as a differentiation tool that can never be emulatedby others (Kim, 2009). More and more countries are makinggreat efforts to recognize their own values and to develop culturalcontents. Korea, however, lacks a distinctive national imageor cultural identity compared to neighboring countries,such as Japan and China. In particular, the Korean lifestyleand traditional values are not being introduced to the world. Acultural prototype can be utilized to render the image of a certainnation more appealing. Living in highly diversified world,it is necessary to rediscover and properly understand the truevalue of our traditional culture. Therefore, this study (1) identifies the intrinsic values ofKorean beauty from ideological, religious, and aesthetic perspectivesand backgrounds; (2) discovers the Korean beautypresent in the traditional Korean lifestyle and culture, includingclothing, food, housing, Korean liquor, and Korean paper; and(3) provides strategic implications for globalizing Korean beautyand improving the national brand value of Korea. To discover the value of Korean beauty, a multilateral literaturereview was conducted. Previous studies have explored theintrinsic Korean beauty present in traditional culture (i.e.,ideology, religion and aesthetics) and in traditional lifestyles(i.e., clothing, food, housing, traditional liquor and paper). Additionally, to reexamine Korean beauty as it is perceived ina modern context, in-depth interviews with thirteen experts inKorean culture were conducted. The in-depth interview methodwas also applied to determine the strategic implications ofglobalizing Korean standards of beauty. Lastly, the ExperienceGrid Model by Schmitt (1999a) was utilized to analyze theglobalization strategies of Korean standards of beauty. This study presents the basic characteristics of Korean beautyaccording to three descriptions: Sagacious harmony of manand nature, Immanence of spiritual values: Symbolism and theculture of ‘Jeong ( )’, and Realistic optimism: Beauty of Pungryu ( ) and Han ( ). As Kim (2004b) emphasizedthe substantiality of intangible value despite the difficulty ofproving such value, Korean beauty actually appears in everylifestyle component, including clothing, food, housing, traditionalliquors, and Korean paper. From the in-depth interviews, experts commonly pointed outthe importance of Korean people having pride in their owntradition and culture before aiming at the globalization ofKorean beauty. The results of interviews regarding the requirementsfor advertising and globalizing Korean beauty can besummed up in three points: ‘In-First-Then-Out’, ‘Find andStick to the KOREANESS (Korean Identity)’, and ‘Importanceof Presentation and Direct Experience’. First,‘In-First-Then-Out’ indicates that having a profound knowledgeof and pride in one’s own culture is an essential prerequisitefor Koreans. Second, ‘Find and Stick to the KOREANESS’stresses the development of core values and unique edges inKorean culture. Lastly, ‘Importance of Presentation and DirectExperience’ suggests that the firsthand experience of the totaltraditional Korean culture should be further expanded. As a result, this study proposes five marketing strategies relatedto the Strategic Experiential Modules (SEMs) that can inducea positive perception toward Korean culture and nationalimage. Regarding ‘Sense’ marketing, developing luxurious contentswith a combination of modernism and tradition issuggested. Movies and fashion shows can be effective experientialchannels that can arouse either the aesthetic amusementof or pleasure in Korean beauty. In emotion marketing, relatedto the ‘Feel’, Ko (2005) described the emotional brandingstrategy in terms of an experienced aspect. Expanding the experientialchannel and creating emotional stimuli that composecertain moods relevant to Korean culture is necessary. Fromthe cognition marketing aspect, which is relevant the ‘Think’perspective, associative thinking with Korean culture can be inducedby a media program, joint Asian symposium and distinctivenaming strategy. As to the ‘Act’ module, raising thelevel of holistic experience and providing various options canhelp attract voluntary actions. Lastly, relationship marketing,corresponding to the ‘Relate’ factor, can be adopted, as thisfactor injects Korean identity into the whole experience, whichleads to a bonding relationship and sincere interaction. Additionally, excellent contents and experiences need to beprovided to arouse the self-respect of the Korean people andto produce a natural word-of-mouth effect. This study is intended to rediscover cultural values inKorean tradition in a highly developed material civilization. Traditional cultures have long been transformed, recreated, andnaturally selected by socio-cultural changes and are now being redefined as subjects of global materialism. The developmentof unique Korean values can be utilized by many actors:Korea, by improving national brand value, and Korean companies,by establishing global marketing strategies and usingstorytelling as a marketing tool. It is time for Korea to grapplewith the means of globalizing and positioning traditionalKorean culture as having a premium value in the globalenvironment. The general aesthetic values of Korean traditioncan be useful in branding with cultural-specific storytelling anddifferentiating a brand or product (Kim, Kim, & Ko, 2010; Ko& Lee, 2011). However, anxious expectation for short-termperformance can ruin the ongoing efforts. The main contribution of this study is that it encompassesboth an academic and a managerial perspective in definingKorean beauty and developing a globalization strategy by collectingcomments from a variety of expert panels. Further researchcan implement a quantitative study on consumers’ attitudesabout, satisfaction with, and evaluation of Korean culture. Additionally, the application of this study to developing brandswith storytelling of Korean culture and as a substantive strategyfor communicating with customers is encouraged.
Abstract
Culture appears to be the significant factor for the competitivenessof a country, as a unique cultural heritage canfunction as a differentiation tool that can never be emulatedby others (Kim, 2009). More and more countries are makinggreat efforts to recognize their own values and to develop culturalcontents. Korea, however, lacks a distinctive national imageor cultural identity compared to neighboring countries,such as Japan and China. In particular, the Korean lifestyleand traditional values are not being introduced to the world. Acultural prototype can be utilized to render the image of a certainnation more appealing. Living in highly diversified world,it is necessary to rediscover and properly understand the truevalue of our traditional culture. Therefore, this study (1) identifies the intrinsic values ofKorean beauty from ideological, religious, and aesthetic perspectivesand backgrounds; (2) discovers the Korean beautypresent in the traditional Korean lifestyle and culture, includingclothing, food, housing, Korean liquor, and Korean paper; and(3) provides strategic implications for globalizing Korean beautyand improving the national brand value of Korea. To discover the value of Korean beauty, a multilateral literaturereview was conducted. Previous studies have explored theintrinsic Korean beauty present in traditional culture (i.e.,ideology, religion and aesthetics) and in traditional lifestyles(i.e., clothing, food, housing, traditional liquor and paper). Additionally, to reexamine Korean beauty as it is perceived ina modern context, in-depth interviews with thirteen experts inKorean culture were conducted. The in-depth interview methodwas also applied to determine the strategic implications ofglobalizing Korean standards of beauty. Lastly, the ExperienceGrid Model by Schmitt (1999a) was utilized to analyze theglobalization strategies of Korean standards of beauty. This study presents the basic characteristics of Korean beautyaccording to three descriptions: Sagacious harmony of manand nature, Immanence of spiritual values: Symbolism and theculture of ‘Jeong ( )’, and Realistic optimism: Beauty of Pungryu ( ) and Han ( ). As Kim (2004b) emphasizedthe substantiality of intangible value despite the difficulty ofproving such value, Korean beauty actually appears in everylifestyle component, including clothing, food, housing, traditionalliquors, and Korean paper. From the in-depth interviews, experts commonly pointed outthe importance of Korean people having pride in their owntradition and culture before aiming at the globalization ofKorean beauty. The results of interviews regarding the requirementsfor advertising and globalizing Korean beauty can besummed up in three points: ‘In-First-Then-Out’, ‘Find andStick to the KOREANESS (Korean Identity)’, and ‘Importanceof Presentation and Direct Experience’. First,‘In-First-Then-Out’ indicates that having a profound knowledgeof and pride in one’s own culture is an essential prerequisitefor Koreans. Second, ‘Find and Stick to the KOREANESS’stresses the development of core values and unique edges inKorean culture. Lastly, ‘Importance of Presentation and DirectExperience’ suggests that the firsthand experience of the totaltraditional Korean culture should be further expanded. As a result, this study proposes five marketing strategies relatedto the Strategic Experiential Modules (SEMs) that can inducea positive perception toward Korean culture and nationalimage. Regarding ‘Sense’ marketing, developing luxurious contentswith a combination of modernism and tradition issuggested. Movies and fashion shows can be effective experientialchannels that can arouse either the aesthetic amusementof or pleasure in Korean beauty. In emotion marketing, relatedto the ‘Feel’, Ko (2005) described the emotional brandingstrategy in terms of an experienced aspect. Expanding the experientialchannel and creating emotional stimuli that composecertain moods relevant to Korean culture is necessary. Fromthe cognition marketing aspect, which is relevant the ‘Think’perspective, associative thinking with Korean culture can be inducedby a media program, joint Asian symposium and distinctivenaming strategy. As to the ‘Act’ module, raising thelevel of holistic experience and providing various options canhelp attract voluntary actions. Lastly, relationship marketing,corresponding to the ‘Relate’ factor, can be adopted, as thisfactor injects Korean identity into the whole experience, whichleads to a bonding relationship and sincere interaction. Additionally, excellent contents and experiences need to beprovided to arouse the self-respect of the Korean people andto produce a natural word-of-mouth effect. This study is intended to rediscover cultural values inKorean tradition in a highly developed material civilization. Traditional cultures have long been transformed, recreated, andnaturally selected by socio-cultural changes and are now being redefined as subjects of global materialism. The developmentof unique Korean values can be utilized by many actors:Korea, by improving national brand value, and Korean companies,by establishing global marketing strategies and usingstorytelling as a marketing tool. It is time for Korea to grapplewith the means of globalizing and positioning traditionalKorean culture as having a premium value in the globalenvironment. The general aesthetic values of Korean traditioncan be useful in branding with cultural-specific storytelling anddifferentiating a brand or product (Kim, Kim, & Ko, 2010; Ko& Lee, 2011). However, anxious expectation for short-termperformance can ruin the ongoing efforts. The main contribution of this study is that it encompassesboth an academic and a managerial perspective in definingKorean beauty and developing a globalization strategy by collectingcomments from a variety of expert panels. Further researchcan implement a quantitative study on consumers’ attitudesabout, satisfaction with, and evaluation of Korean culture. Additionally, the application of this study to developing brandswith storytelling of Korean culture and as a substantive strategyfor communicating with customers is encouraged.
참고문헌 (64)
- Bae, E. S., "Reflection on meaning of Korean food’s globalization in glocal culture age", Human Contents, 18, pp.337~354 (2010)
- Baek, S. H., "White Joseon seen by blue eyes" (1999), Senal
- "InternetTrend" (2010)[URL]
- Cho, K. M., "Cultural industry and traditional culture in globalization context-proposition for independent development of traditional culture", Asian Culture Study, 2, pp.19~30 (2005)
- Choi, M. H., "Philosophy of Han : Mental root of the Korean people" (1984), Sungmunsa
- Choi, S. K., "The analysis on the trend of a study on globalization of Korean food", Journal of Korean Foodservice Industry Association, 4(2), pp.75~88 (2008)
- 최석만, "한국 전통문화의 재해석", 사회사상과 문화, (15), pp.5~33 (2007), 동양사회사상학회
- Chun, T. S., "The role of Korean economy and traditional culture in 21th century", Culture Economy Study, 2(1), pp.5~27 (1999)
- "The World Factbook 2010" (2011)[URL]
- Frederic, B., "Kind Barbarians oriental wise men" (2001), Chungnyeon Press
- Shipra Gupta, "US Consumers’ Perceptions of Garments Inspired by Indonesian Culture", Journal of Global Fashion Marketing, 1(2), pp.80~88 (2010), 한국마케팅과학회[DOI]
- "Guy Sorman, need to promote Korean cultural archetype" (2011)[URL]
- "Hanstyle Hompage"[URL]
- Hong, J. E., "A study on the globalization, commercialization of Korean food for the 21C", Journal of Korean Academy of Foodservice Industry and Management, 5(1), pp.109~125 (2009)
- Hong, S. J., "Eyes on beauty : Refound Korean aesthetics" (2006), Artbooks
- Hyun, T. S., "Globalization of culture and identity of Korean culture", Korean Studies, 20, pp.175~199 (2004)
- 장미진, "한국의 미학과 한국미학의 방향성", 미학예술학연구, 21, pp.5~22 (2005), 한국미학예술학회
- Jung, Y. S., "Program development of tea culture for tourism product", Journal of Global Academy of Marketing Science, 8, pp.1~19 (2001)
- Kang, Y. H., "Memories of golden happiness-aesthetics of Korea" (2004), Ilbit
- Keum, K. S., "The swinging and trembling effect expressed in Korean costume", The Journal of the Korean Society of Costumes, 15, pp.121~130 (1990)
- Kim, J. G., "Korean traditional culture and aesthetic sense", Journal of Korean Cultural Studies, 5, pp.5~17 (1999)
- Kim, J. M., "A study on globalization strategy of cultural contents", The Journal of Asian Ethno-Forms and Culture, 8(1), pp.15~26 (2010)
- Kim, J. Y., "The research on the beauty of humor shown in the Korean fine arts", 석사, pp.2004
- 김경아, "한국적 이미지를 글로벌화한 문화상품디자인 콘텐츠 개발:함대문양을 활용한 텍스타일 아트 핸드백", 한국패션디자인학회지, 8(1), pp.1~14 (2008), 한국패션디자인학회
- Kim, M. J., "A study on aesthetic measure of East-Asia tradition thought(1)", Korean Study, 20, pp.265~292 (2004)
- 김문주, "동아시아 전통 사상의 미학적 자질 연구(2)-노자의 -도덕경을 중심으로-", 한국학연구, (22), pp.267~288 (2005), 한국학연구소
- 김문태, "A Study on the Relationship Between Online Community Characteristics and Loyalty : Focused on Mediating Roles of Self-Congruency, Consumer Experience, and Consumer to Consumer Interactivity", Journal of Global Scholars of Marketing Science(마케팅과학연구), 18(4), pp.159~196 (2008), 한국마케팅과학회
- 김선숙, "전통 문화 가치관 특성에 따른 전통 디자인의 선호 및 구매 의도, 전통 디자인의 선호 스타일 이미지", 한국의류학회지, 34(7), pp.1053~1064 (2010), 한국의류학회
- Kim, W. Y., "Study of Korean art history" (1994), Ilji
- Kim, Y. H., "Aesthetic consciousness of body and clothing in the Korean modern clothing", 석사, pp.1998
- Kim, Y. J., "A study on the beauty of Korean clothes", 석사, pp.1990
- 김유중, "한국 문화의 바람직한 세계화를 위한 전략적 고찰", 비교한국학 Comparative Korean Studies, 17(1), pp.251~275 (2009), 국제비교한국학회
- Maria Kniazeva, "If This Brand Were a Person, or Anthropomorphism of Brands Through Packaging Stories", Journal of Global Scholars of Marketing Science(마케팅과학연구), 20(3), pp.231~238 (2010), 한국마케팅과학회
- 고은주, "전통 패션상품의 시장기회분석을 통한 브랜드 마케팅 전략 제안", 한국의류학회지, 29(5), pp.692~702 (2005), 한국의류학회
- 고은주, "인터넷 패션산업의 환경분석 및 향후 연구방향에 대한 제언", Journal of Global Scholars of Marketing Science(마케팅과학연구), (9), pp.203~219 (2002), 한국마케팅과학회
- 고은주, "Moderating Effect of Lifestyle on Consumer Behavior of Loungewear with Korean Traditional Fashion Design Elements", Journal of Global Scholars of Marketing Science(마케팅과학연구), 20(1), pp.14~25 (2010), 한국마케팅과학회
- Ko, E. J., "Cultural heritage fashion branding in Asia. Advances in Culture", Tourism and Hospitality Research, 5, pp.89~109 (2011)
- Ko, Y. S., "Characteristics of Joseon ancient art and the issue of transmission", Choonchu, 2(6), pp.168~176 (1941)
- 고재성, "전통문화를 활용한 디자인 형태분석에 관한 연구 -하회탈을 중심으로-", 한국디자인문화학회지, 17(1), pp.51~56 (2011), 한국디자인문화학회
- "Kooksoondang Hompage"[URL]
- Korean Traditional Architect Research., "Korean traditional architect-Private housing(I)" (2007), Moonyoungsa
- Kwon, Y. P., "Reviewing Korean beauty" (2005), Dolbegae
- Lee, A. R., "In the soil and that wind" (1996), Munhak Sasangsa
- 이도흠, "한국예술의 심층구조로서 情과 恨의 아우름", 미학예술학연구, 17, pp.43~74 (2003), 한국미학예술학회
- Lee, G. S., "The root of Korean life ideology" (2001), Ehwa Women University
- Lee, K. K., "Korean traditional culture : An anthropological analysis", Humanities Research of Sogang University, 7, pp.43~67 (1997)
- Lee, K. S., "Globalization and cultural contents-Exploring possibilities of globalization for Korean culture" (2009), Korean Foreign Language University Press
- 이민아, "전문가와 거주자 인식 관점에서 본 한옥의 특성과 적용", 한국생활과학회지, 20(2), pp.487~503 (2011), 한국생활과학회
- Lim, Y. J., "Special character of the Korean costume and changing process aesthetic", Journal of the Korean Society of Costume, 50(8), pp.57~66 (2000)
- Moon, J. R., "A study on spatial hierarchy and application shown from Korean traditional space", 석사, pp.2001
- Muneyoshi, Y., "Think of Joseon" (1996), Hakgojae
- 오지섭, "세계화 시대 한국문화의 정체성 - 한국종교의 조화와 공존적 특성을 중심으로 -", 인간연구, (14), pp.7~33 (2008), 인간학연구소
- Oh, K. J., "The study of religious approach toward the prototype of a Korean aesthetic sense", Hongik University Research, 25(1), pp.205~234 (1993)
- Park, S. Y., "Experiential marketing : New perspective for the development of culture industry", Ewha Management Review, 18(2), pp.1~17 (2000)
- Pine II, B. J., "Welcome to the experience economy", Harvard Business Review, pp.97~105 (1998)
- Schmitt, B., "Experiential marketing", Journal of Marketing Management, 15, pp.53~67 (1999)
- Schmitt, B., "Experiential marketing : A new framework for design and communications", Design Management Journal, 10(2), pp.10~16 (1999)
- 서봉하, "종교의 영향을 받은 동아시아 복식미의 연구- 불교？도교？유교를 중심으로 -", 복식, 58(2), pp.93~106 (2008), 한국복식학회
- 서은숙, "한국 문화 콘텐츠 개발의 필요성과 방향", 한국콘텐츠학회 논문지, 9(1), pp.417~427 (2009), 한국콘텐츠학회
- "2010 national brand index research" (2010)[URL]
- Shim, Y. O., "The beauty and meaning of Korea" (2006), Sincere People
- Son, S. M., "A study of the experiential marketing in cultural tourism", 석사, pp.2002
- Yang, J. Y., "A study on development of Korean tea experience marketing strategy: Focused on UK tea council case", 석사, pp.2010
- Yim, Y. J., "Special character of the Korean costume and changing process aesthetic", Journal of the Korean Society of Costume, 50(8), pp.57~66 (2000)