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Business Standard
4 days ago
- Business
- Business Standard
Stabbing survivor Lee Jae-myung on path to become South Korea's president
Lee Jae-myung, the tenacious left-leaning maverick who became South Korea's new president on Wednesday, has spent a lifetime picking himself off the canvas to fight again. Lying on a hospital bed in intensive care after an assailant stabbed him in the jugular in early 2024, Lee was battling for his life. For many politicians that might have been the right time to throw in the towel on a career of public service, but these are the moments of adversity that fire Lee up. Much like Donald Trump, who also suffered an assassination attempt in 2024, Lee finds political capital and motivation in the setbacks and opposition he faces as he refuses thoughts of giving up. 'Since my life was saved by our people, I will dedicate the rest of it solely to serving them,' Lee said as he left hospital after eight days of hospitalisation following the attack in the port city of Busan. 'If we can restore politics based on respect and coexistence, I'll have no regrets even it that takes up the rest of my life.' Lee's populist delivery has sometimes drawn parallels with the US president, but the South Korean's policies have in the past hewed much closer to the progressive values of Bernie Sanders. But with momentum favouring him in the chaos that followed former President Yoon Suk Yeol's botched attempt to impose martial law six months ago, Lee has inched ever closer to the political center. The shift underscores his determination to finally get across the finish line and become the nation's leader, following his razor-thin loss to the conservative Yoon three years ago. Lee has shown he has the perseverance and commitment to try to unite the nation, restore growth to the sputtering economy and cut deals with Trump on US trade and troops. Still, his polarizing personality may be the one hurdle he can't overcome. 'He has proved to be a political survivor, after legal scandals, questionable opposition tactics, and even threats to his life,' said Leif-Eric Easley, professor of international studies at Ewha Womans University in Seoul. 'Yet his victory is not thanks to any particular policy proposals, but rather a result of Yoon's spectacular collapse.' Lee won 49.4 per cent of the vote while the People Power Party's candidate Kim Moon-soo secured 41.2 per cent, according to the final count released by the National Election Commission, a narrower margin than indicated by an earlier exit poll. Lee was sworn in as South Korea's 21st president on Wednesday. The formation of a new government and declining policy uncertainties are positive for Korean dollar credits and the South Korean won, says Zerlina Zeng, head of Asia strategy & East Asia corporates at CreditSights. In his latest run for the leadership job Lee positioned himself as a more flexible and mature leader capable of taking on the challenges of leading Asia's fourth-largest economy in an increasingly tense security environment. He has moved away from past demands for universal income and free universal healthcare, and from bristling comments about the US and Japan. His government will still likely mean more public spending, stronger labor protections, and attempts to curb the power of South Korea's family-run conglomerates, but without pushing the needle as far as he might have aspired to do in the past. He also favors constitutional reform to enable two-term presidencies and the shutting down of the nation's coal-fired power stations. On foreign policy, too, he has dialed back his rhetoric to indicate he will largely continue to build on trilateral relations with the US and Japan. But Lee still favors a more balanced approach to dealing with Washington and Beijing, and the possibility of opening a dialogue with Pyongyang. 'It's positive that Lee Jae-myung and his team are saying the trilateral is important,' said Yasuyo Sakata, a professor of international relations at Kanda University of International Studies in Japan. 'But the real test will be after he comes into power.' At home, Lee will enjoy an easier time in the National Assembly than Yoon did, as the opposition Democratic Party he represents expanded its majority in parliamentary elections last year. That means he will have more scope to push forward with policy. Legislative gridlock caused by the standoff between opposition forces in parliament and presidential vetoes was one of the motivations Yoon cited to justify his shock move to install martial law in December. But Lee also faces potential legal jeopardy. Lee has been vexed by scandals in his personal life and multiple legal troubles surrounding accusations over aiding private land developers, misusing public funds and infringing election law in the past. He has denied any wrongdoing and called the legal proceedings against him politically motivated. While the cases may be put in limbo while he is in office, that point remains in doubt, with analysts speaking of a gray area. The ongoing tensions are a common theme in a life that has been anything but straightforward. Raised in poverty in a blue-collar family in Seongnam, about 20 kilometers southeast of Seoul, Lee started working at a necklace factory at around 12 years of age after graduating from elementary school. While he was working to help support his family he suffered an accident with the machinery that crushed his elbow, leaving his left arm twisted to this day. That first key setback and the lack of a secondary education didn't deter him. Through self-study he managed to pass the bar exam and become a lawyer in his early 20s. After years as a labor activist he entered politics, beginning with rank-and-file roles within liberal parties. Lee made his name as the mayor of Seongnam, a job he held from 2010 to 2018. During that time he increased funding for some public medical services, closed down a dog-slaughtering facility and piloted an early form of universal income for young people. Before long he was thinking beyond the confines of Seongnam, as he stood unsuccessfully in the Democratic Party primaries for the presidential election in 2017. He then became governor of the Gyeonggi province surrounding Seoul, home to a population of 13.7 million and the location of major semiconductor plants for Samsung Electronics Co. and SK Hynix Inc. His stewardship of the province during the onslaught of Covid-19 was viewed favorably and helped pave the way for another run at the presidency. This time he won the candidacy of the Democratic Party, despite a platform that looked more radical than the policies of outgoing leader and rival Moon Jae-in. Lee wound up losing by less than 1 percent to Yoon in the 2022 election. 'It's still a mystery to me how Lee, who was mayor of a small city without experience of holding a parliamentary seat, managed to take control of the party so quickly,' said Park Sung-min, head of Seoul-based political advisory firm, Min Consulting. People who have worked with Lee often describe him as a person with many flaws and weaknesses but also a smart person who makes practical decisions, according to a South Korean government official who declined to be named. His straight-talking on social media and abrasive tactics have gained him enemies along the way, while levels of distrust have grown as court cases against him pile up. Lee's populist tendencies mean he might surprise even his own party once in power, Kanda University's Sakata said, comparing him with Trump. 'No matter what the strategic planners think, it's up to the leader. So there's always a Trump-like risk.' As opposition leader, Lee repeatedly tried to use his party's majority in parliament to ram through legislation opposed by Yoon, a tactic that made the president appear less and less in control of the country. When he thought Yoon failed to protest sufficiently over Japan's release of wastewater from the destroyed Fukushima nuclear plant in 2023, Lee embarked on a hunger strike that would last more than three weeks. His opponents contend it was likely a way to distract attention from the legal cases against him and attempts to arrest him. Those accusations appeared to catch up with him in November last year when a South Korean court convicted him of making false claims in 2021 while campaigning for the presidency. The ruling, if confirmed, would have stripped Lee of his parliamentary seat and barred him from running for public office for five years. By appealing that and subsequent rulings, Lee managed to kick the can far enough down the road to stay in the game for now. Lee's case has since been postponed to sometime after the election. Lee's key lifeline to power came rather unexpectedly when his arch rival Yoon declared martial law on Dec. 3, the first such decree in South Korea in about four decades. The sledgehammer move by Yoon backfired spectacularly by spooking markets and ushering in a long period of political instability that helped trigger a contraction in the economy. Within hours of the declaration, Lee helped rally lawmakers to defy a security cordon around the National Assembly to vote down the decree. Ever the opportunist, Lee livestreamed himself scrambling over the barriers. Every time Lee's political journey looks doomed to end, he survives and we've seen this time and again, said Min Consulting's Park. 'In those moments, it almost feels like he's getting divine intervention,' Park said.
Yahoo
22-04-2025
- Lifestyle
- Yahoo
Woman Studying Abroad in South Korea Finds an Amazing Deal on an Apartment. But You Won't Believe the Catch (Exclusive)
When Lydia R., who goes by @lydyagami on TikTok, decided to attend Ewha Womans University in Seoul, South Korea, one of the first things on her to-do list was finding an apartment The 27-year-old hoped to find something both affordable and close to campus Then, one day, a friend reached out with a lead. Lydia looked up the apartment and was instantly drawn to how practical it seemed The only downside? The apartment was just 7 square meters, or around 75 square feet When Lydia R., who goes by @lydyagami on TikTok, decided to attend Ewha Womans University in Seoul, South Korea, she knew one of the first things on her to-do list would be finding an apartment. So, the 27-year-old began looking for a place to live, hoping to find something both affordable and close to campus. Then, one day, a friend from Korea reached out with a lead. Lydia looked up the apartment and was instantly drawn to how practical it seemed. It also appeared to be a safe, clean option. Plus, the facility was only for women and offered flexible leasing, meaning she could move out whenever she wanted. On top of that, there was no deposit required — something she says is very common in Korea. The downside? The apartment was just 7 square meters, or around 75 square feet. "At first, I was concerned, very concerned, because I love to shop and I own a lot of stuff," the student tells PEOPLE exclusively. "The most shocking part was that there's no window to the outside. But I reminded myself that it's temporary, and life in Seoul mostly happens outside the apartment anyway. Plus, it felt like a good opportunity to declutter and really simplify my life." Related: High Schooler's Playdate with 8-Year-Old Neighbor Takes a Shocking Turn When Police Show Up Hours Later (Exclusive) Despite the limited space, Lydia signed the lease. She's been living in the apartment for about two months now and pays about 300 EUR a month, equivalent to $340. She says it's very budget-friendly for central Seoul, especially considering she didn't have to pay a deposit. The building has a shared kitchen, though she keeps her own food in her apartment. There is laundry in the building, as well. Going into it, Lydia knew she wanted the space to feel like her, no matter how small it was. Cozy and cute vibes were non-negotiable. She looked for practical, multipurpose storage from IKEA and Daiso and stuck to a pink, white and purple colorway. The space is simple but filled with trinkets and practical little gadgets that make her happy. Never miss a story — sign up for to stay up-to-date on the best of what PEOPLE has to offer, from celebrity news to compelling human interest stories. "It would surprise people how quickly you adjust," she says. "I think people imagine it's miserable, but once you settle in, it's honestly kind of comforting. You become really intentional about what you keep around you. Vertical storage is everything. I use hooks, stackable bins and foldable furniture. Also, decluttering often helps reset the space mentally and physically." "Soft lighting, wall hooks, and under-bed storage are lifesavers," she adds. "But also, cute bedding! My bed takes up most of the room, so I treat it as a decoration piece. It sets the tone for the whole space. My routines changed in a way where I always immediately clean up after myself. I hate letting my small space get messy. I don't even keep a trash can in my room — I go out of my way to throw away my trash outside daily." "I clean more often, shop less and think twice about what I buy," she continues. "It's made me appreciate minimalism in a way I didn't before, and I'm way more mindful about my spending and surroundings. It also made me realize once more how privileged I am, and that I'm truly grateful for everything I'm able to afford in life." When Lydia first moved into the apartment, her mom flew from Europe to Seoul to help her settle in. Growing up in a big three-story house with a garden, Lydia recalls how her mom cried when she saw the space. "It was such a contrast to what we're used to in Europe," she says. "My friends were also shocked at first, but super curious. Once they saw how I made the space my own, they were actually really impressed and even inspired. It became less about the size and more about the vibe." To show her family and friends that her apartment isn't as bad as they thought, Lydia decided to post updates about it on TikTok. She never expected the videos to blow up, but one morning, she remembers waking up to a video that had reached around 500,000 views. She couldn't even grasp the number. Now, her most-viewed video has more than 13 million views. To this day, she still can't quite believe it. Related: Woman Captures the Heartbreak of Saying Goodbye to Parents Before a Big Move in Emotional Viral Video (Exclusive) "It's a very surreal experience," she says. "Collectively, the videos got over 20 million views, so … there were a lot of opinions. Some were really sweet, others were, well, not so nice. And that's okay — it's the Internet. But what made me sad wasn't the criticism toward me, it was the lack of empathy for the many Korean students living this exact reality. It really made me wish we could all be a little kinder and more understanding toward each other. Still, the kind comments, the people cheering me on — they made me feel incredibly grateful and, honestly, seen." "No window is honestly my only real complaint," she adds. "I'm someone who sleeps with the window open, no matter the season. Sometimes I open my door just to feel a breeze. It can feel a little isolating at times, but on the flip side, it's helped me slow down. It's become a space where I reflect, reset, and just practice gratitude for the opportunity to live here and do what I love." While the apartment is a temporary situation, Lydia says she'd love to move into a slightly bigger space with natural light in the future. But she'll never forget this chapter. "If you have a dream and the privilege to chase it: do it!! I want people to see that you can take risks, move abroad, live in a micro-apartment, and still be building a beautiful, meaningful life. It might not look like a Pinterest board, but it's still just as valuable and worth it." "As someone from a working-class, immigrant background, even being able to study and live abroad like this is something I never take for granted. I want to keep inspiring people to chase their dreams and help them in any way I can." Read the original article on People
Korea Herald
14-04-2025
- Business
- Korea Herald
Pushed by Trump's tariffs, East Asian rivals revisit free trade pact
Amid renewed economic talks, longstanding tensions, US pressure raise questions The unpredictable tariff policies of US President Donald Trump are bringing an unlikely trio in East Asia together -- South Korea, Japan and China -- as long-stalled free trade talks between the regional rivals have gained steam once again. Last month, just days before Trump so-called 'Liberation Day" on Wednesday, the start of his self-proclaimed "reciprocal" tariffs on most countries, amounting to the most sweeping tariff hikes since 1930, the three neighboring countries –- all hit with especially heavy tariffs -- held their first economic talks in six years. The top trade officials of Seoul, Tokyo and Beijing all agreed to bolster cooperation in economy and trade and to speed up negotiations for a trilateral FTA. Finance Minister Choi Sang-mok said that same day -- the same day Trump's 25 percent tariffs on South Korean goods took effect -- that the government would push for negotiations on the trilateral FTA as soon as possible. However, just hours after the new tariffs kicked in, Trump announced a 90-day pause for Korea, Japan and most other countries. Meanwhile, he upped the stakes on China, which now faces a staggering tariff rate of 145 percent. Negotiations for an FTA between the three countries have been on and off for more than a decade since they began in 2012. Around 16 rounds of official talks have taken place, but efforts were largely stalled due to geopolitical tensions and fears over domestic industry disruptions. The three economies all rely heavily on similar export-driven manufacturing sectors, producing automobiles, semiconductors and steel, with overlapping interests, prompting concerns that deeper market tie-up could harm domestic industries. Geopolitical and trade tensions have also been a major hurdle. These include: Japan's 2019 export controls on South Korea, China's apparent economic retaliation in response to Korea's deployment of the US THAAD missile defense system, and longstanding historical and territorial disputes that have repeatedly derailed cooperation. 'Existing bilateral deals such as the Korea-US FTA, and Korea and Japan's alliances with Washington, as well as issues involving North Korea have also acted as constraints,' said Park Inh-hwi, a professor of international studies at Ewha Womans University. Despite these constraints, the recent revival of talks seems to be driven by intensifying uncertainty among the three countries -- the economies of which are deeply intertwined with the US -- amid Trump's tariffs, observers say. "In the aftermath of Trump's tariff war, discussions around a Korea-Japan-China FTA have reemerged, as such a pact could help mitigate some of the risks posed by US tariffs," Park added. Many experts here acknowledge the long-term benefits of an FTA, but remain skeptical about its near-term feasibility. A successful FTA among the three countries could result in an economic bloc with a greater GDP than the European Union, which could potentially serve as a safeguard against Trump's erratic policies. The three countries make up 20 percent of the global population, while their combined nominal GDP reached $23.7 trillion in 2023, representing around 23 percent of global GDP and surpassing the EU's $18.6 trillion, according to World Bank data. 'It won't be easy,' said Park. 'There are benefits to the FTA, but the timing is complicated. It could appear as in opposition to Trump's trade policies or seem like forming a China-centered alliance, which could provoke backlash." Park Inn-won, professor emeritus at the College of International Studies at Korea University, echoed that sentiment. "Realistically, it's not simple, especially at a time when the US and China are playing a 'game of chicken' and South Korea relies heavily on both countries as top trade partners." Heo Yoon, professor of international studies at Sogang University, agreed on the difficulties, noting that China could use the FTA talks as part of its broader strategy to drive a wedge between the US and its closest Asian allies. 'This may be part of China's long practice of a wedge strategy of getting in-between when a crack appears among America's traditional allies, said Heo. 'Korea and Japan are both hit hard by the tariffs and China is trying to pull them closer. But if the US perceives Korea as drifting into China's orbit -- especially during a period without a president in Korea -- the consequences could be significant." Another industry watcher who wished to be unnamed echoed this view, noting that China is seizing on the current challenges as an opportunity to shore up ties with America's closest allies in the region. "China has been the most vocal in pushing for the FTA and is working to amend ties with the two countries, while Korea and Japan are being more careful, mindful of their relations with the US," the watcher said. Serving as leverage, message The evolving dynamic in East Asia also caught attention in Washington. A US senator recently sounded the alarm over the apparent closeness among the three countries, describing the photograph of the three ministers joining hands in Seoul as 'the most shocking image.' 'In a truly bizarre turn of events, we forced our allies and adversaries to try to find ways to work together,' said Democratic Senator Brian Schatz on the Senate floor last week, adding that the three countries are discussing an FTA as a response to Trump's policies. 'This is the most shocking image… To see them shaking hands, literally holding hands with a high official from China to indicate they're in this together against us. So it is true that Donald Trump is uniting the world. The problem is, he's uniting the world against us.' Amid such concerns in Washington, observers here note that the perceived alignment between China and the US' closest Korean allies could send a message to Trump and work as leverage as the tariff talks are underway. 'It can be used as leverage for talks with the US on tariffs,' said Heo, but he called for caution, as appearing too close to China could also prompt a backlash from the US, in his view. Park of Korea University sees this moment as an opportunity for Korea to expand its global economic presence and diversify trade relations. 'We are living in a time of 'every country for itself.' Under this dynamic, we need a bargaining chip (in talks with the US), to show what we are capable of in the long term," said Park. 'We must engage in active discussions to uphold the liberal economic order because if this liberal order doesn't recover, a small, open economy like Korea cannot survive." Park added that Korea must work to "expand its economic pie" globally. "We survive by maintaining and growing our economic pie," he said. "If we can't increase our shares in the US market, we have to create new ones elsewhere." In this context, a Korea-Japan-China FTA could become an important piece of the pie, Park noted, adding that other potential trade deals –- such as the Comprehensive and Progressive Agreement for Trans-Pacific Partnership, a mega deal of 11 Asia-Pacific nations -- could also be viable options.
Korea Herald
18-03-2025
- Korea Herald
Once a cheap option for students, Gosiwon now draw foreign clientele
Initially built for exam preppers, low-cost rooms attract foreign travelers seeking deposit-free accommodation, authentic Korean experiences Gosiwon, the housing setups reminiscient of a cocoon originally built for exam preppers, have long been associated with urban and youth poverty. The common narrative is that rising home prices in cities force more people to live in the basic, minimal accommodations with little to no amenities. In recent years, though, the tiny, low-budget rooms seem to have found a new clientele: budget-conscious foreign travelers and international students. Alice Srugies, a 39-year-old German artist and writer, stayed at a gosiwon near Sungshin Women's University Station during her one-month trip to Korea last year. Initially attracted by the affordable price compared to hotels and other options on Airbnb, she found the gosiwon to be the perfect fit. 'I planned to stay for more than a month and wanted to have a budget for exploring the culture and traveling around the country,' Srugies told The Korea Herald. 'Gosiwon gave me an opportunity to have a base in Seoul where I could leave my luggage and to go on short trips to different parts of the country with just a small backpack,' she added. Having first appeared in the late 1970s, the "gosiwon" — which literally translates to "exam room" — is a form of low-cost accommodation. They have few amenities, and are designed for those whose lives are pretty much filled with cramming and studying, who only need a place to crash at night. Monthly rent for a unit in these dorm-style facilities in Seoul's central Jongno-gu district typically ranges around 400,000 to 500,000 won ($270-$340), depending on the room size and other factors, such as whether the room has a window. A typical gosiwon unit comes furnished with a small bed, a study desk and a shower booth, with sizes ranging from about 10 to 33 square meters. No deposit, no hassle Renting a home in South Korea typically involves a lump-sum security deposit, which is typically at least 10 times the monthly rent and is refunded upon contract expiration. The deposit-free gosiwon is a sought-after option among foreign residents studying or working in Korea on temporary visas. 'A deposit for other accommodations is usually very high, and there is a lot of bureaucratic paperwork that foreigners aren't familiar with,' said Vittoria Fiorenza, a 29-year-old Italian and Russian, who lived at a gosiwon in 2021 for 11 months when she attended the Korean language program at Ewha Womans University. While a gosiwon rental contract typically includes simple terms such as the duration of stay, no-smoking rules and penalties for unpaid rent, apartment contracts require multiple documents, including credit checks and guarantor paperwork. At Simple House, a gosiwon near Sinchon Station in Seoul where 90 percent of the guests are from abroad, some have become long-term residents to avoid the high deposits and complicated contracts, according to the owner, Lee Sung-hee. 'I felt that foreigners don't want to be tied down to a long contract or a hefty deposit because they might change jobs and move to another area or face visa issues. Unless they settle in Korea after, like, getting married, many of them prefer gosiwon, where they can move in and out flexibly,' she said. Instead of visiting a real estate agency to look for available rooms at local gosiwon, foreign tenants usually search for listings through online platforms or seek recommendations from Korean friends, then sign contracts directly with the landlord, according to Lee. Beyond simply providing a room, Lee enjoys interacting with many of her foreign guests as friends. "I enjoy drinking coffee with them at our shared kitchen. We sometimes have lunch together," she said. "In recent years, the number of foreign guests has significantly increased. Many of them chose to live here simply because they love Korea culture, so I hope they have a positive impression of Korea after their stay at the gosiwon." Kaitlyn MacCaull, 33, a Canadian hotel worker based in Scotland, stayed at a gosiwon for over a month in October 2022 when she joined a bike tour from Incheon to Busan. She said, 'What makes them popular is that they are quite cheap, and having your own room is appealing compared to sharing a room in a hostel. 'Canadians and Scottish people wouldn't understand living in such a small space. But with housing crises in both countries, they may have to start building (accommodations like gosiwon).' A glimpse into Korean life Since a gosiwon is not a tourist facility and is primarily home to ordinary Koreans, it offers an ideal opportunity for foreigners to actually live alongside Koreans — an experience they might not have encountered had they stayed at a hotel. Srugies was once startled by a huge pile of packages delivered by Coupang at the entrance of her gosiwon building, saying, '(Korean) tenants embarked on an Easter egg hunt to find theirs.' A fridge in the shared kitchen solely dedicated to kimchi, as well as a showerhead attached to the toilet, were also culture shocks, though Srugies said she quickly got used to them. For Sean Beaudette, a 33-year-old American who currently teaches English in Hwaseong, Gyeonggi Province, one of the peculiar aspects of Korean life at the gosiwon where he lived from August 2020 to January 2021 was the practice of drying clothes outside. 'It was the first, and possibly only time, in my life that I had to dry my clothes outside. Since I lived there during the winter, there were a few instances where my clothes flew to the other side of the rooftop. I had to gather and wash them again,' he said. Katharina Faecknitz, a 31-year-old German lecturer in Seoul who lived in a gosiwon from August 2021 to January 2022, shared a special memory with her host. 'I had a few interactions with Koreans during my stay. I had a really nice host. When I got COVID-19 vaccination, he helped me with going to the doctor, and bought me some medicine in case I feel sick,' Faecknitz said. Lee, the owner of Simple House, said the shared spaces often become the place for Korean and foreign residents to become friends. Basic food items like rice, instant noodles and kimchi are typically provided for free at the shared kitchen in gosiwon. 'There have been many foreigners who stayed here to take K-pop vocal or dance lessons, and they loved chatting with Koreans in the shared kitchen,' Lee said. "I've seen many Koreans and foreigners become friends in the kitchen, exchanging languages. I also made foreign friends here by sharing tourist tips. Some of them who went back to their countries even reached out to book a room before coming back to Korea," she added. Paper-thin walls a minus For some foreign tenants sensitive to privacy, the gosiwon's poorly soundproofed walls can be a major nuisance, blurring the line between private and communal living. 'The walls in my gosiwon were paper-thin, so I had to make extra efforts to be quiet at night. My gosiwon (room) was right next to the kitchen. One night I heard an angry tenant yelling and swearing at the elderly gosiwon owners. I felt sorry for them,' Beaudette said. Stressing the gosiwon's advantage of being able to interact with a variety of other foreigners, Roy Sampriti shared her negative experience with the noise. 'Some foreigners like to collaborate with each other, so a foreigner-friendly gosiwon can be a good choice for them. But at the gosiwon, I could hear my neighbors' voices, their phone calls and even snoring and fighting. It wasn't a good experience,' said Sampriti, a 28-year-old Indian graduate research assistant at Gachon University's College of Medical Science who lived at a gosiwon near Noryangjin Station in Seoul between February and April 2023.
Korea Herald
22-02-2025
- General
- Korea Herald
Bags becoming 'babies': Korea's strange honorific twist
Struggling with honorifics, obsessed with propriety, Koreans show respect to everything from coffee to vitamins When is an object referred to as if it were alive — like a person, a baby or a friend? In Korean, a cup of latte served at a cafe is personified and respected with honorifics, and a vitamin supplement sold via a home shopping channel is referred to as a "child devoted to filial duty," with sellers encouraging potential customers to "adopt" the items and "bring them home." Personification, once mostly confined to the realm of poetic license in literature, is spilling over into every speech in Korea, baffling both Korean language experts and learners alike. Trying to sound polite? One of the areas where this bizarre, if not outright incorrect, twist of the Korean language's honorific system is most commonly observed is in places where people are trying to sell items to customers, such as home shopping channels, shops, cafes and restaurants. On home shopping channels, bags or jewelry items are often personified and referred to as "baby" ("agi" in Korean), "friend" ("chingu"), or "kid" ("ayi"). On YouTube and other social media platforms, celebrities, influencers and even ordinary people refer to their possessions as "baby," which has practically become a trend. Some online sellers describe health supplements like collagen and vitamins as "hyoja," a Korean term referring to children who are devoted to taking care of their parents, encouraging customers to buy them, or using the Korean verb "daeryogada" for the act of taking someone somewhere. The "misuse" of honorifics for inanimate objects is also common at customer service points, such as cafes, restaurants and markets, where staff use them when serving orders or addressing customers about products or services. For instance, when informing a customer that their ordered coffee is ready, staff use honorifics to refer to the coffee. To be grammatically correct, honorifics should be used when addressing the customer, not their order. Kim Rena, a 22-year-old Korean Canadian who studies Korean language at Ewha Womans University's Korean language institute, was confused by this use of honorifics at coffeehouses. 'I've used verbs with the honorific suffix 'si' when talking to my grandmother, but I didn't know Koreans use honorifics to refer to objects,' she said. Some employees in the service industry admit to the bizarre language rampant in the industry, attributing it to an obsession with politeness. Song Yeon-jeong, 27, a manager at a franchise restaurant in Yongin, Gyeonggi Province, said, "I believe many customers here tend to view employees as being below them and expect unconditional service.' "The prevalent mindset that customers should be treated like royalty has made this incorrect language usage a habitual practice." Too materialistic? Experts lament the recent shift in the honorific system, which is a key feature of the Korean language. According to the National Institute of the Korean Language, honorifics should be used for the person being addressed, not for objects. Such usage is only appropriate for the body parts, thoughts or words of the person to be addressed with honorifics. The widespread technical misuse of honorifics in the service industry may reflect the speaker's intention to sound polite and show respect, but it is clearly in error grammatically, they point out. 'Honorifics in Korea are an important part of the country's language culture, conveying politeness, formality and social hierarchy. Using honorifics for inanimate objects disrupts the Korean language,' said Jung Hee-chang, a professor of Korean language and literature at Sungkyunkwan University. The professor called for a culture that honors and respects the rules and principles of the Korean language, particularly as the Korean language is drawing new learners globally with the influence of the Korean Wave. Some experts see an influence of materialism in the trend of treating products as if they were people. 'The materialistic culture, where people tend to judge each other based on their possessions, places excessive value on goods and changes the language used to describe them,' said Lim Kyu-gun, a professor of business administration at Hanyang University. While individuals freely give nicknames to their belongings, Lim added that the practice of indiscriminately personifying products, when introduced by trendsetters and public figures, reinforces materialism, and is not educationally beneficial.
