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 Global interest in Korea has decidedly boomed with the rise of “Hallyu,” or the Korean Wave. This has led to international demand for Korean products, resulting in numerous cultural exports to different parts of the world, especially Asia. However, this sudden outflow of Korean culture has occurred in a somewhat random, haphazard fashion, rather than being carefully planned and structured. With apprehensions that “Hallyu” may be just a temporary phenomenon or trend, the Korean government has taken various steps to actively and more systematically promote Korean culture overseas.
“Han Style” stands at the core of this national initiative. “Han Style” refers to the six pillars of Korean culture that reflect the Korean lifestyle: Hangeul (the Korean alphabet), Hansik (Korean food), Hanbok (traditional clothing), Hanok (traditional housing), Hanji (Korean paper) and Hanguk-Eumak (traditional Korean music). These areas of Korean culture related to living space, diet and clothing, are basic necessities - food, clothing and shelter - with ingrained product value that can be consumed in the world market. |
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| ‘Han Style’ refers to the six pillars of Korean culture that reflect the Korean lifestyle: Hangeul (the Korean alphabet), Hansik (Korean food), Hanbok (traditional clothing), Hanok (traditional housing), Hanji (Korean paper) and Hanguk-Eumak (traditional Korean music). These areas of Korean culture related to living space, diet and clothing, are basic necessities - food, clothing and shelter - with ingrained product value that can be consumed in the world market." |
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| Creating Value through Tradition |
The Ministry of Culture and Tourism is currently leading the “Han Style” project to develop traditional Korean culture into a global lifestyle brand. That is, “Han Style” aims at creating added value by boosting Korea’s international image through the commercialization of different aspects of traditional Korean culture. It is also a national goal to promote contents of Korean culture so they can be used in everyday life.
The Korean government is planning to invest 270 billion won in the “Han Style” project through to 2011, in an effort to raise the national brand value of Korea. This past June, the Ministry of Culture and Tourism held a cultural event in Shanghai attended by more than 300 guests from the country’s diplomatic and cultural circles. In the event, Korea showcased its cultural assets with samullori performances, along with colorful hanbok fashion shows. The success of this cultural event in China was followed by another event held shortly thereafter in Japan, where renowned members of Japanese society experienced a delightful evening of Korean culture.
Well-known Korean actors Choi Su-jong and Yang Mi-kyung have been selected as public spokespersons for the “Han Style” project. Meanwhile, Jeollabuk-do has released a plan to develop the province into a mecca of “Han Style,” with an investment of 65.8 billion won over the next 10 years. |
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| Promoting All Facets of Culture |
“Han Style” will promote the teaching of hangeul overseas by establishing hangeul schools in countries such as China, Mongolia and Russia. Hangeul, being the indigenous alphabet of the Korean language, is one of the core elements of the “Han Style” project. Hangeul was promulgated by the fourth king of the Joseon Dynasty, Sejong the Great, in 1446 in a document entitled “Hunmin Jeongeum” (“The Proper Sounds for the Education of the People”). Hangeul is a unique writing system that is often praised for its creative and scientific design, and because of its simplicity and small number of letters, the language is relatively easy for foreigners to learn.
“Han Style” will also promote Korean music, or Hanguk-eumak, by establishing traditional music schools in 15
countries around the world. Hanguk-eumak is divided into gugak, which is traditional music, and changjak gugak, which was developed under the influence of Western music, although it’s performed with traditional musical instruments. Also, samulnori, or Korean percussion quartet, which was created for stage music in 1978, is included in the promotion of Korean music.
The Ministry of Culture and Tourism will also promote traditional Korean food by providing active support for the establishment of Korean restaurants in selected international airports. Rice and mixed grains are a major part of the Korean diet, along with vegetables and seafood. Rice, being the main dish, is eaten along with various side dishes such as soup or stew, kimchi and other dishes made of various vegetables, seafood, as well as meat. Traditional Korean food has become even more well-known in Asia through the smash Korean drama series, “Jewel in the Palace (“Daejanggeum”),” and its frequent presentation of traditional palace cuisine.
The promotion of traditional Korean clothing is another goal of “Han Style.” The Ministry of Culture and Tourism plans to support the development of modern styles of hanbok and promote them overseas by expanding cooperation with KOTRA, the Korea Trade-Investment Promotion Agency.
Also part of the “Han Style” project is promoting the construction of traditional Korean-style houses, or hanok. Government support will be provided to construct hanok overseas and build domestic infrastructure regarding the modern use of this traditional form of housing. Currently, 20% of the apartments in China already have Korean-style ondol heating systems installed.
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| The Hanji Wave? |
“Han Style” will also focus on expanding the use of hanji, or Korean paper. Hanji is made from mulberry trees, which is a type of deciduous tree that is found in Korea. When the art of papermaking was introduced here, Korean people further developed this technique to produce a new solid and tough form of paper. In the past, hanji was not only used for writing and painting, but also for construction material and everyday products.
Today, hanji is still widely used in Korea for recording information, making crafts and even for designing clothes. Currently, by using the light and durable characteristics of hanji, scientists are trying to develop this unique paper into spacecraft material, motorcycle helmets and many other products.
This past August, the first hanji museum in Korea opened its doors in Jeonju City. The museum plans to collect and carry out research on different types of hanji and provide visitors with the opportunity to experience the process of making this traditional Korean paper
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 “Individuals have also stepped up in promoting the ‘Han Style’ project. Last year, designer Lie Sang Bong startled the fashion world by turning the Korean alphabet into a sought-after item. During the 2006 Paris prêt-â-porter collection, hangeul made a startling appearance in Lie’s clothing line. The Korean letters were printed on 51 clothing designs, mostly black-and-white on color.” |
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| Where Language Meets High Fashion |
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Individuals have also stepped up in promoting the “Han Style” project. Last year, designer Lie Sang Bong startled the fashion world by turning the Korean alphabet into a sought-after item. During the 2006 Paris pret-a-porter collection, hangeul made a startling appearance in Lie’s clothing line. The Korean letters were printed on 51 clothing designs, mostly black-and-white on color. On March of this year, Lie again delighted audiences in China, when he showed various garment designs with, not only Korean letters, but also Chinese characters to celebrate the cultural exchanges taking place between the two countries. Lie presented more than 60 outfits, including long evening gowns with letter prints, and black dresses with hanbok jeogoris, or Korean jackets.
Even Korean pop star Chaeyeon was attracted to Lie’s unique hangeul print garments and asked the designer for exclusively-made outfits for her performances. Lie’s sophisticated hangeul designs, along with the pop star’s radiant sex appeal, resulted in a smashing collaboration.
The “Han Style” symbol, which is a hanbok jeogori, or Korean jacket, with its sleeves stretched wide open, represent happiness and a welcoming heart. Meanwhile, the bright colors of the jeogori show off the traditional colors of the Korean people. “Han Style” is expected to raise the cultural status of Korea throughout the world and provide the means to not only prolonging the ongoing “Hallyu,” but hopefully creating a whole “new” Korean Wave altogether.
[Find out more on Han Style!]
- Hangeul (the Korean alphabet)
- Hansik (Korean food)
- Hanbok (traditional clothing)
- Hanok (traditional housing)
- Hanji (Korean paper)
- Hanguk-Eumak (traditional Korean music)
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Written by Ahn Jisu / Photos by Ryu Seunghoo and courtesy of Yonhap News
The Article courtesy of SEOUL magazine |
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