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The Birth of Korean Cool: How One Nation Is Conquering the World Through Pop Culture Paperback – August 5, 2014
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Euny Hong
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Print length288 pages
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LanguageEnglish
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PublisherPicador
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Publication dateAugust 5, 2014
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Dimensions5.6 x 0.82 x 8.31 inches
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ISBN-109781250045119
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ISBN-13978-1250045119
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Editorial Reviews
Amazon.com Review
An Amazon Best Book of the Month, August 2014: I always love a good immigrant story: a tale of a young person, transplanted from the “old country” and learning the ropes (and usually teaching them to her parents) in the new. But journalist Euny Hong’s The Birth of Korean Cool is that familiar tale’s obverse: at age 12, the Chicago-born American moved with her parents back to the South Korea of their birth. And like the displaced Hong herself, the Korea of 1985 grew up fast: it became, in short order, the nation of Samsung, of newly wealthy executives, and now, Hong contends, it has become the crown prince of Asian pop culture. A kind of memoir of a culture as well as of an individual life, Hong’s first nonfiction book (she previously wrote the novel Kept: A Comedy of Sex and Manners) mixes personal memoir with interviews and research to produce a rollicking, delightful, wise-guy story of how both she and her ancestral home became the cultural icons they are today. --Sara Nelson
Review
“Incisive and humorous… An excellent case study of calculated entrepreneurial moxie.” ―The New York Times Book Review
“Full of facts and entertaining to boot, it's definitely a gem.” ―EntertainmentWeekly.com
“An insightful book…[Hong's] brief chapter on Korea's han against Japan is both the best and most concise explanation I've read of the two countries' complicated and ancient feud.” ―Bloomberg Businessweek
“The rare book that's hilariously funny and also makes you smarter about world economies.” ―Vulture
“An incisive, colorfully written account of South Korea's cultural ascent.” ―Grantland
“Fabulously snarky…Hong is perfectly positioned to understand this complex Korean psyche while retaining enough distance (and cynicism) to evaluate it.” ―Helen Brown, The Telegraph (UK)
“Highly entertaining.” ―The Guardian (UK)
“Hong's breezy book is a good place to begin to understand this rising nation.” ―The Times (London)
“A witty chronicle of how pop culture shaped South Korea's meteoric rise from a war-torn nation to a technological giant.” ―The Forward
“Euny Hong playfully and insightfully dissects her native culture… There's much more to it than just ‘Gangnam Style.'” ―Charleston City Paper
“The Birth of Korean Cool is a sparkling gem that falls into the must-read category… A satisfying and thought-provoking book by a first-rate journalist whose style is irresistible and informative all at once.” ―Pop Matters (Nine out of Ten Stars)
“It's Hong's voice, a funny, smart, often conflicted and witty combination of personal essay and observational journalism, which makes the book unique.” ―Clayton Moore, Kirkus Reviews
“Being both an outsider and an insider, Hong is the perfect guide to explain South Korean culture.” ―The Toronto Star
“Hong is a funny and uber-snarky observer and is as clever as clever can be...[As] laugh-out-loud funny and as spicy and memorable as the best homemade kimchi.” ―Library Journal
“A pleasing mix of Margaret Cho, Sarah Vowell and a pinch of Cory Doctorow.” ―Kirkus Reviews
“Full of insight and shocking facts, The Birth Of Korean Cool is a hilarious, gutsy, eye-opening account of Korean drive and success. I couldn't put it down. Euny Hong is a force of nature.” ―Amy Chua, Yale Law Professor and author of The Triple Package and Battle Hymn of the Tiger Mother
“If you're not fascinated by Korea yet, you damn well should be. The most innovative country on earth deserves a hilarious and poignant account on the order of Euny Hong's The Birth of Korean Cool. Her phat beats got Gangnam Style and then some.” ―Gary Shteyngart
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Product details
- ASIN : 1250045118
- Publisher : Picador (August 5, 2014)
- Language : English
- Paperback : 288 pages
- ISBN-10 : 9781250045119
- ISBN-13 : 978-1250045119
- Item Weight : 8.8 ounces
- Dimensions : 5.6 x 0.82 x 8.31 inches
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Best Sellers Rank:
#141,017 in Books (See Top 100 in Books)
- #24 in South Korean History
- #59 in Asian American Studies (Books)
- #71 in Entertainment Industry
- Customer Reviews:
Customer reviews
Top reviews from the United States
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I think Hong makes a lot of valid points, though there are areas - like her correlation of irony and wealth - that come off as being quite superficial and unsupported. I would have preferred a tighter analysis of some issues, and I think it's a pity that she neglects to even mention the growth of entrepreneurship in the country outside of the usual suspects (Samsung, LG, etc.). Korea, for instance, is ranked by the World Bank as one of the easiest countries in the world in which to do business, and any visitor to the country will notice an enormous abundance of shops, restaurants, bars, cafes, etc., most of which are locally owned (apart from the big brands like Starbucks and McDonalds) and which have done a huge amount to help lift Korea out of poverty. Hong instead focuses solely on the crony-capitalist relationship between government and conglomerates, which, she argues, have allowed Korea to rapidly grow its wealth. Some of this is convincing, some isn't, and the last chapter, in my view, is muddled and often contradictory. She suggests, for example, that Koreans believe that everyone should rise equally, but also notes that their fierce competition allows them to rise above each other and is essential to their development. She does admit that this seems almost paradoxical, but I don't think she elaborated very well on these points.
Another criticism I have is of this supposedly uniquely Korean emotion known as "han", which, she says, is as responsible for Korea's ascent as anything else. I have heard this before and she claims that "han" is not even translatable, but to me, "han" just seems like a form of intense bitterness or resentment, and not this mysterious force unique to Koreans. They may feel it gives them some sort of special identity, but I don't buy it and I'm not sure any other reader will, either.
That said, it is highly enjoyable to read and very hard to put down, and despite occasionally dubious analysis, this book should be seen as a memoir rather than a historical documentation. Michael Breen's "The New Koreans" does a better job of the latter, though I didn't find it as much fun to read. I would still recommend this book to those unfamiliar with Korea's amazing story, or even to those, like me, who had many wonderful experiences in Korea and need occasional reminders as to why I found the country so appealing yet maddening in equal measure.
However, the author did win me over in the end. Korean Cool seems to give some good pointers to what awaits us in the future. So we better take heed and learn a thing or two about this country having undergone an extreme societal development in the last 15-20 years. As a bonus the book gives us an understanding of the relation to their closest neighbor to the north.
Top reviews from other countries
Some of what is written is interesting, enough to gain the book 2 stars, but I can't even state that everything she has said is true. There are 'facts' I spotted in the book that seem to be bending the truth a little bit. There are some odd omissions: she does mention the move to democracy in the late 1980s, but doesn't look at its causes and consequences; the influence of hosting the 1988 Olympics is never mentioned; China is rarely mentioned; the growing trend of Korean cosmetic brands in eastern Asian is ignored; and who writes a pop culture book with only a few passing references to the internet? One of the the things that makes Korea cool is that it has its own self-grown pop culture and this is partly fuelled by the internet - you won't find one mention of Naver in the entire book.
A whole chapter is devoted to Samsung and yet it somehow glosses over the surface without looking carefully enough at how Samsung has become a company that can compete with Apple at being 'cool'. The author does mention that Samsung's success has been partly because they have significantly improved the reliability of their products but there is no mention of the fact that this is because the manufacturing processes are often being conducted in China.
The concept of this book was great and deserved a better author, one who could lay aside personal prejudice and conduct extensive objective research. The book also deserved a more thorough editor, one who could ensure that the writing flows logically without random deviations appearing.
The author - a Korean American journalist that returned to South Korea with her parents in the 1980s - is well positioned to provide a reasonably nuanced perspective on both how far the country has come since her culture shock 1980s time there and on how the basic business model employed for conquering the world with culture exports works.
Be it K-Pop music, Korean soap operas or computer games, all are covered, with plenty of the interviews with the stars, the creators and the government agencies promoting and regulating the industry that were the basis for the research being summarized or partially reproduced for a richer 'voice'.
While many approaches will be familiar to readers who have studied the Japanese and Korean export based manufacturing growth models, it is quite fascinating to read how one can - and successfully at that - transfer those principles to a segment that is much more heavily dependent on creativity and less on process optimization.
While at current levels neither of the Anglo-Saxon entertainment powerhouses need be fundamentally worried in the short run, an understanding of what may follow and how to prepare for it - remember, no one took their electronics or automotive attempts seriously for a long time, either - is probably a good thing to acquire. And for that - even if the book cannot be classed as an in-depth industry study performed by an insider / expert - this is one of the best possible starts. On a lighter note, if you are just baffled by the Psy phenomenon, the book will enlighten, too.
The book's focus is on South Korea's largely government-sponsored cultural "Wave" or "Hallyu" - basically the mass export of Korean pop music, tv dramas and movies. This is a really fascinating subject itself, and the book is worth a read on that basis alone. The book explains how, in developing countries around the world, people are devouring Korean pop culture, where they once might have sought US or UK offerings. This new pop culture apparently accounts for a pretty significant portion of South Korea's GDP.
However, you should also give this book a read if you are interested in South Korea more generally - the author sheds a lot of light on pop culture, the Korean social scene and family life, in a way that few other books do. It's also a very readable and humorous book too.
Only a few gripes (and not enough to reduce the book to four stars): there's been some sloppy editing here and there in terms of grammar and spelling, and some other fairly trivial mistakes like referring to Kim Jong il's favourite drink, Hennessy, as "Whiskey", rather than Cognac. But that's all pretty minor stuff, and really shouldn't put you off.
5 stars because: the subject matter is interesting in itself, it fills a void when it comes to books on modern South Korea and it's funny and highly readable.

