Park Jin-hai primarily focuses on K-dramas, entertainment shows and actor interviews. Beyond that, she also pens articles covering the broader arts scene, with a particular emphasis on classical music, dance and various aspects of lifestyle. Since joining The Korea Times in 2013, she has made significant contributions in the realms of hallyu (Korean wave), industry news and international affairs.
Motor show becomes more “car-centric”
A male model stands behind Audi’s vehicle on display at the 2015 Seoul Motor Show in Ilsan, Gyeonggi Province, Tuesday. Visitors will see more male models at this year’s motor show. / Korea Times photo by Choi Won-suk
By Park Jin-hai
By Park Jin-hai
At this year’s Seoul Motor Show, racing models are apparently drawing less attention thanks to a new dress code.
Instead of skimpy dressed models, this year knee-high skirts and business suits are the outfit of choice.
Mindful of the increasing number of female drivers and family visitors, the Seoul Motor Show has evolved to be more car-centric.
Its organizing committee, Korea Automobile Manufacturers Association, requested prior to the show that exhibiters voluntarily cooperate with a less-revealing dress code so the exhibition would not become more of a “model show” than a motor show.
“At past motor shows, cars haven’t been the main focus; rather beautiful models standing by the vehicles were the stars. But now I can focus more on the cars,” said Lee Sang-hee, near the Audi showroom.
Also noteworthy is an increased number of male models in suits.
Lee, who says she is a frequent visitor to the show, says the change is conspicuous and a good one. “I think putting male and female models in suits, instead of female models in revealing super-short skirts matches with the Audi’s premium image.”
A mother of two pushing a baby carriage said she came because she heard there are more activities for children. “I feel more comfortable to be at the show with the kids,” she said.
Filling in for many of the models are professional curators.
At Honda Korea’s booth, trained automotive curators in red jackets offer information about Honda cars and answer questions in plain language.
Lee Hwa-jeong, 31, a Honda curator, said, “Visitors are mostly curious about fuel economy, price and performance. Instead of using jargon, such as torque and horse power, we explain it in easy words to increase their understanding of our cars,” she said.
Honda introduced the curator system first at the 2013 Seoul Motor Show and has hired 13 curators this year. Curators, after receiving at least one month of training, work as a pair at each car.
“The curator system was met with a positive response from visitors in 2013. We upgraded our curator system and I know that many of our rival companies also adopted a similar system,” said a Honda official.
Volkswagen Korea had the largest booth at the show with 16 curators.
“We asked the exhibitors and they voluntarily complied with the principle that the show should be wholly given over to the cars. Most companies agreed and we think the show’s status has been ungraded,” said KAMA official.
Since the Seoul Motor Show kicked off on April 3, some 271,000 people had visited the show as of April 6. The 10-day event will end Sunday.