In the commercial above, a conscripted soldier is happy that his girlfriend is coming to visit him. What really gets him and his buddies running though, in a play on the faster downloading speeds of KT’s 4G LTE network, is the arrival of a girl-group on his army base.
With 300-350,000 new conscripts annually, one of the longest conscription periods in the world, and a grisly — but improving — record of bullying and abysmal living conditions, keeping the troops entertained can safely be assumed to have long been a big concern of the South Korean military. Accordingly, televised visits by girl-groups and entertainers have become a recognizable part of Korean popular culture, although note that it was originally US solidiers that they would perform for, as explained in the highly recommended read Koreans Performing for Foreign Troops: The Occidentalism of the C.P.C. and K.P.K. by Roald Maliangkay.
Here’s an example with actress Shin Se-Kyung (신세경), performing on an army base as part of the very popular Infinity Challenge (무한도전) last year (episode 269, aired October 1):
For those many more conscripts not lucky enough to have pretty female celebrities come to their own base though, the blog Sorry, I was drunk provides an interesting, *very frank* insider account of what they thought of girl-groups, as well as prostitution, cheating on partners, Caucasian girlfriends, and marriage. Here’s what the author wrote about the former:
…I knew Korean guys, especially sexually deprived conscripts, liked female celebrities (duh, right?), but I didn’t know how bad that affection was. I learned that Korean conscripts in general are obsessed with K-Pop girl groups, in particular Girls’ Generation. By obsessed, I mean really obsessed. A good example of this is rapper Psy’s description of his military service.
In this show, Psy says he was made to stand guard while watching the TV so he could alert senior conscripts that Girls’ Generation was on it. While it wasn’t that extreme in my unit, it was quite normal to see guys flock to the TV whenever GG or other good looking female celebrities were on air. Every Friday and Saturday, when the major networks have those “music” shows parading group after group, entire units would stay glued to the TV. Guys would watch the same music video or performance repeatedly so they could oggle at the girls. Their bare legs exposed, sexy dancing, and terrible music (not a secret among conscripts either), it was pretty obvious there was only one reason for these “musicians” to exist. These girls are glorified strippers, covered in the thin veil of “music” so it doesn’t seem as creepy and sad as going to a strip club. For conscripts, it’s usually the only form of sexual gratification they’re allowed while on base.
(For more posts in the Korean Sociological Image series, see here)