‘Japanese Wave’ Taking Root Here
By Jane Han
Staff Reporter
Driving a Honda here isn't so farfetched anymore. So is enjoying an inexpensive night out at a Tokyo-style bar (Izakaya), and if you feel like grooving to some J-Pop, flip on the cable TV for the latest hits. Unlike 10 years ago, getting a little Japan in Korea is no sweat.
The ``Japan Wave," dubbed ``illyu'' in Korean ― a surge of Japanese culture and goods in South Korea, has rushed ashore and some say it has subtly, but deeply seeped into the local scene.
``Whether it be books, music, food and whatnot, Japanese culture has now been well-introduced to the Korean youth,'' Chang Yong-gul, a Kyungnam University professor, said at a Korea-China-Japan joint conference discussing regional identities at Kyushu University last year,
The scope of goods had been limited to music, movies and drama before, but observers point out that, nowadays, ``Made in Japan''' is more widespread in people's daily lives, even to those who aren't aware of the influence.
``Many of our customers don't know that Mister Donut is from Japan,'' said spokesman Seo Il-ho of GS Retail, the domestic operator of the donut chain, which is the No. 3 player here, competing with Dunkin' Donuts and Krispy Kremes. ``However, regardless of its origin, the maker has delivered steady growth in Korea.''
After opening its flagship shop in Myeongdong last spring, the chain, now running six joints, sees sales worth 5 million won in each of its shops, he said, adding that up to 30 outlets will open by year's end.
Another hit food item that crossed water is Natto, a fermented soybean paste similar to the Korean ``dwoenjang,'' but the traditional Japanese staple has enjoyed quick popularity here for its hyped diet and health benefits.
Retail giant Shinsegae Department Store says Natto sales typically rise about 50 percent annually and that the soybean selection is just one of many Japanese varieties, including candy, ramen and soy sauce, it offers.
``We do have Japanese shoppers, but the majority of returning customers buying these goods are Korean,'' said a company spokesman, adding that Japanese products take up about 40 percent of the retailer's total international grocery inventory.
As for the fashion business, UNIQLO, one of Japan's most popular clothing retail chain, is beginning to steal Korea's frugal shoppers with its competitive pricing and aggressive expansion.
``Compared to Gap, which is supposed to be a price-friendly U.S. brand, our shoppers say that UNIQLO is much cheaper with comparable quality,'' said Lee Young-hwa, a sales agent at a local branch, adding that many people seem to be breaking out of the stereotype that ``Japanese goods are expensive.''
In defining the cause of the sudden burst of ``illyu,''' some partially credit the recent hike in travel tours to the island country to the weak yen, but others say there is no ``sudden burst.''
``It's been there and will continue to further grow. The difference is the matter of having awareness of your surroundings,'' said Chang.