'K-Style': Not typical guidebook of Korea

Choi Jung-wha, president of the Corea Image Communication Institute, poses during an interview at a restaurant in Seoul, July 4. / Korea Times photo by Shim Hyun-chul

By Kim Jae-heun

North Korean leader Kim Jong-un may be better known around the world than many other global leaders, including the incumbent South Korean President Park Geun-hye. And perhaps, better known than South Korea itself.

When Corea Image Communication Institute (CICI) President Choi Jung-wha became an international conference interpreter in the late ‘80s, many foreigners either knew nothing or new very little of Korea. For instance, and when somebody finally recognized the country's name, he or she would say that the late Kim Jong-il, father of Jong-un, was the country's president.

Choi's newly published book "K-Style" is not your typical geographical guidebook ― it does not feed readers with the usual information about Korea, such as who the incumbent president is, nor does it bore you with details of the 500-year history of the Joseon Kingdom (1392-1910). Instead, the book, which comes highly recommended and praised by French scholar Guy Sorman, answers foreigners' most frequently asked questions about the East Asian country's lifestyle, customs and other aspects of Koreans' daily lives that may be alien to them.

"The book does not stop at describing the country's history and traditions but moves on to how they have developed into (Korean's) lifestyles today," Choi said during the interview with The Korea Times at Congdu, a restaurant in central Seoul, last Monday. "I focused on writing what foreigners want to know about Korea from their perspective and further explained the process the country went through that occurred to produce the scenes that they are witnessing now."

The author divided the 251-page book divided into the four seasons ― spring, summer, autumn and winter ― in order to emphasize the distinct beauty of the country's seasons as they relate to Korean life.

"Each season has special meanings in Koreans' lives. For example, spring represents the start of a new life, as schools begin their semester and many couples get married during the season. Also, the four seasons are what many foreigners miss about Korea after they leave the country," Choi said.

Each page in the book portrays and explains scenes from the Korean life. For instance, a group of mothers pushing baby carriages on their way to the postnatal care center may not be a familiar scene to foreigners, but Choi explains that in Korea, mothers become friends with each other and often do things together to share parenting information, such as about future schools and universities their children will attend.

"Chimaek," a compound word that refers to the Korean meal of fried chicken and "maekju," or beer, is another aspect of Korean culture described in the book. "Chimaek" became a hit export when it was featured in "My Love from the Star," the TV drama that caused the hallyu (Korean wave) fever. According to the book, the meal, which became popular during the 2002 World Cup in Korea, originated from the tradition of catching and cooking a broody hen to serve to newlywed couples' guests.

"Each image is important to us. It raises questions one after another," Choi said.

Popular photographers, including Hanjin Group Chairman Cho Yang-ho, have contributed to the book and. The conglomerate chair and amateur photographer rode a helicopter to capture panoramic images of farmlands in autumn.

Choi wrote "K-Style" mainly for foreigners living here and abroad.

"People are finally starting to gain interest in Korea, but they barely know anything. Even when they visit Korea and learn a lot, their knowledge is superficial. Readers can be more fascinated about the culture if they read this book," Choi said.

Former French Minister of Culture and Communication Fleur Pellerin thanked the author for providing information on little known but important facts about Korean daily life and customs that she herself didn't know. In the blurb, Sorman wrote that the book is set to become a classic in the study of culture. President Park, who also read the book, expressed her gratitude to Choi during her visit to Paris for a forum held by the Korea-France Leaders Club at Elysee Palace.

"The president told me that she read the book and told me how she appreciated my effort. She even remembered the book title," Choi said.

The book was first published in French in commemoration of the 130th anniversary of diplomatic relations between Korea and France this year, as well as to promote Korean culture to readers in the cultural powerhouse, France. An English version of the book was also published for the many English-speakers worldwide. Choi's ultimate goal is to publish the book in several other languages so that people in virtually any part of the world can read it.

Choi graduated from the Hankuk University of Foreign Studies and earned her doctorate in Translation Studies in 1986 at the E.S.I.T. (School of Interpretation and Translation) at the University of Paris III, the first Asian to do so. She has written many books about translating skills in French and personal essays while a member of the Presidential Council on Nation Branding. Now, she runs the CICI to promote Korean culture among leaders from a diverse range of cultural fields in Korea and hosts the Cultural Communication Forums.

In 1992, Choi received the Ordre des Palmes Academiques (Order of the Academic Palm) and became the first Korean woman to receive the Legion d'Honneur (Legion of Honor) from the French government in 2003 in recognition of her contribution to education, communication and cultural exchange.