Movie Review: Our Body/아워 바디 (2019)

What’s it like to meet someone who embodies a purpose? How do you cope when that person moves on?

“The moment I wanted to stop, is the moment I started running.” Estimated reading time: 5 minutes. Spoilers for first half of film. Source, all images: Naver Movies.

What main character Yun Ja-yeong (Choi Hee-seo) does stop at the beginning of this film is studying for years alone in her small, dingy apartment for the civil service examinations, the path to securing a rare stable job in Korea. Her goal was—is—depressingly normal, shared by as many as half a million young Koreans at a time.

What makes Ja-yeong different to them is that she’s done nothing else since graduating. That she chose this path despite having attended a prestigious university, which would have made her a shoo-in for most other jobs. But now she’s too old for those at 31, which also means she kept at her goal long after most would have wisely given up. Her inexplicable failure is further compounded by her briefly-seen boyfriend pointing out that she has no life or ambitions outside of studying and passing. (After some unenthusiastic sex, he leaves her for precisely this reason. She seems surprised—already we’re not.) Even her fateful decision not to take the latest round of exams is taken more out of apathy and resignation than resolve about what to do next.

But when the enormity of having wasted her entire adult life does hit her, it hits hard. She collapses in tears in a local park, the cheap convenience store food she lives off tumbling down the steps.

Then as if in a vision, the figure of jogger Gang Hyeon-ju (Ahn Ji-hye) suddenly materializes to hand her dropped items back to her, before vanishing out of her life again just as quickly. Looking poised, confident, athletic, and driven in her expensive athleisure wear, she is everything Ja-yeong is not.

Drawn like a moth to the flame, over the next few weeks Ja-yeong watches YouTube videos about jogging and struggles to put them into practice, shuffling and wheezing around a school track in old sneakers and clothes, all for the sake of a chance to meet Hyeon-ju again. She must also get a job—it’s implied that her mother (a much too young for the role Kim Jeong-yeong) has been paying all her rent and living expenses all this time, but, bitterly disappointed with Ja-yeong’s decision, may not do so indefinitely.

Finding the job search difficult because of Korea’s blatant ageism however, middle-school friend Min-ji (Noh Susanna) takes pity on Ja-yeong and manages to get her a basic, entry-level admin job in the company she works at. Yet she’s awkward there, unable to relate to her much younger coworkers, nor sharing their ambition. You sense that her time there will be short.

Then she does find Hyeon-ju. Soon, Hyeon-ju’s brought her into her large jogging club, then later lets her go on group runs with her and two other male members once she’s improved. Yet for all the viewer’s anticipation of their meeting again, the development of their relationship is glossed over, the focus going on Ja-yeong’s ensuing physical and mental transformation instead. Suffice to say, she becomes every bit as confident of herself and proud of her body as Hyeon-ju. This reflects in her job too, where she realizes the opportunities that are open to her, and even plans on a career.

Yet still her mentor remains frustratingly private. Only after running together for months does Ja-yeong even learn that she works in the publishing industry, and is a fledgling author.

That admission does presage a greater level of intimacy to follow, with more sudden phone calls from Hyeon-ju for personal midnight and sunrise runs together, and invites to drink at her place. In the first, after pointedly asking Ja-yeong what her sexual fantasies are, a very drunk Hyeon-ju strips to her underwear due to the heat. It sounds cliched, and is, but despite yourself you also yearn for them to begin a sexual relationship then—not only because of the camera’s focus on their bodies throughout this deeply sensual film, which makes it feel somewhat inevitable, but also simply for the opportunity to learn anything about Hyeon-ju at all. What makes her tick? What is she getting out of their relationship? What made her take Ja-yeong under her wing, a seeming basket-case who chased after her literally bawling her eyes out the second time she saw her, a complete stranger?

It doesn’t happen. Nor in the next visit, when Ja-young, concerned she’s missing their group runs and not answering her phone, waits outside her door until Hyeon-ju stumbles home drunk. Ja-young knows the reason is because her novel was rejected by a publisher, but doesn’t reveal this. Then after more drinks together inside, Hyeon-ju, in a rare moment of vulnerability, asks if she wants to read it—but Ja-yeong has already passed out.

Two minutes later of screentime later, Hyeon-ju’s dead, hit offscreen by a car during their next run together. It’s strongly implied she stepped in front of it deliberately.

Believe me, I debated over whether to reveal that spoiler.

I plead that after her death, exactly halfway in, Our Body feels like a different film entirely, impossible to discuss further without mentioning the circumstances that precipitated the change. For in that second half, the focus moves to her job, where Ja-young must deal with the conflicting demands of her grief, office politics, and her mother’s and friend’s expectations. Suddenly, she is every young Korean woman, chafing at her assigned place in a deeply hierarchical, status-obsessed, and sexist society.

Watch the film primarily for that last element, and you’ll be rewarded; I’ll wrap up my brief review here for so as not to spoil it.

But do not necessarily expect to be able to answer the question many other reviewers raise, of if Ja-young wants to be Hyeon-ju, be with Hyeon-ju, or both.

If forced, I’d argue the former. Primarily, because despite her growing confidence, Ja-yeong never initiates contact beyond that desperate chase at the beginning. Indeed, perhaps because Hyeon-ju comes across as somewhat of a ghostlike figure throughout, aloof and distant to the end, never giving Ja-young much to grasp on to with which to develop any potential platonic or romantic desire. Yet being the intense focus of the main character for all that, for this reason the underdevelopment of Hyeon-ju’s own story is my main frustration with this otherwise softly subtle, thoughtful film. So too that of Ja-yeong’s middle-school sister Hwa-yeong (Lee Jae-in), whom you suspect by the film’s end is the only other character who has any real sense of how Ja-yeong has changed and what she’s going through—but those conversations Ja-yeong needs with her never happen.

There are many torrents available; alternatively, it can be watched online with subs at DramaCool. Please tell me your thoughts!

If you reside in South Korea, you can donate via wire transfer: Turnbull James Edward (Kookmin Bank/국민은행, 563401-01-214324)

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Looking for Adult K-Webtoon & Novel Recommendations?

One of my favorite Korean YouTubers starts a new series

Estimated reading time: 3 minutes. Photo by @thiszun from Pexels

“What is he, man or mouse? Is he interested in nothing more than tea and the wider issues of life? Has he no spirit? Has he no passion? Does he not, to put it in a nutshell, fuck?”

Those who wish to know should read on. Others may wish to skip on to the last chapter which is a good bit and has Marvin in it.

Douglas Adams, So Long, and Thanks for All the Fish, Chapter 25.

With that, Douglas Adams finally addresses readers’ burning questions about Arthur Dent, the main character of his classic Hitchhiker’s Guide to the Galaxy series. Reach the same point in the fourth book, and you’d be asking too. Why indeed, describe a cishet man meeting women he was interested in, some of whom felt a mutual attraction for him, only to tell us nothing whatsoever about what happened next? For three whole books?

Those 1980s readers’ frustrations mirror my own with Korean pop culture today. Dramas in particular often fall flat for me because the adult characters seem to have relationships but never sex.

No, I don’t need to see them in bed necessarily. Nor does sex have to be the plot’s focus. Just have them acknowledge it’s a thing. Talk about its associated problems and pleasures sometimes. Admit experience and desire. Make bawdy jokes. You know, like normal adults do, including asexuals.

Don’t, and I just can’t relate to the characters at all.

I could continue with my feelings about other elements of Korean pop culture, such as being unable to find much interest in or desire for K-pop idols presented for our sexual objectification who are not allowed to actually have sex themselves. But you get the idea. You may also find my very limited experience quite unlike your own, and actually know plenty of Korean dramas, say, in which the characters don’t shy away from talking about about one-night stands, contraception, consent, and so on. If so, then do please let me know.

Which brings me to why I’m so excited about YouTuber Daisy’s latest video below. Many years ago, I finally found the relatable, adult stories I was seeking not in dramas, but in the monthly manhwa compendium PopToon instead—only then for it to cease publication just a few months later. Heartbroken, I refused to make the transition to webtoons. But, she’s finally persuaded me to take the plunge, and I hope you’ll find something of interest in her video too, and/or in later ones in the series (note she includes fluent English CC subtitles):

Ironically, I didn’t actually like any of her suggestions here, mostly because I’m not a fan of the sharp, angular drawing style in most of them. But I am looking, so please send me your own recommendations!

If you reside in South Korea, you can donate via wire transfer: Turnbull James Edward (Kookmin Bank/국민은행, 563401-01-214324)

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Korean High School Girls Complain They Can Barely Breathe in Uniforms Smaller Than Clothes for 8-Year-Olds.

Even university students are astonished at how short and restrictive they’ve gotten.

Estimated reading time: 12 minutes. Photo by Noah Buscher on Unsplash.

Ten years since I first wrote about it, I’m still astounded that K-pop stars can endorse school uniforms. Surely, much of the blame for Korea’s notorious issues with female body image can be laid squarely on K-pop and school uniform companies’ shoulders? Those same companies that tell 12-year-old girls entering middle school that their new uniforms will help them show off their tits and ass to boys?

Left: Victoria Song of f(x) showing off her ‘S-line’ in 2009 (Source unknown). Right: Eun-ha of GFriend in 2016; middle caption says “The ‘Tulip Line’ skirt that will immediately capture men’s hearts” (Source: MLBPARK).

But things may not be so one-sided as they may seem. At the end of her must-read March 2017 post “Time to Stop Skirting the Issue: Sexualization of School Uniforms in South Korea,” Haeryun Kang noted in Korea Exposé that:

Tighter uniforms have been popular among boys and girls for years. A recent survey of over 9,000 teenagers showed that students from elementary to high school generally preferred uniforms that were slightly tighter and shorter. In the debate surrounding the sexualization of teen uniforms, the voices of teenagers themselves is conspicuously absent.

In my own post “How Slut-Shaming and Victim-Blaming Begin in Korean Schools” too, published on the same day (hey, great minds think alike), I noted that being able to wear more fashionable clothes had also been directly tied to the liberalization of students’ rights. Plus, students the world over have generally always wanted to improve upon their drab uniforms. Once the sexualization of their uniforms began in earnest here a decade ago then, there would undoubtedly have been many girls who genuinely wanted to wear the tight, figure-hugging styles promoted by K-pop stars, and probably often despite the objections of their parents and teachers too. To assume they were simply dupes of the uniform companies instead would be incredibly naive and misguided, let alone patronizing.

Alas, the survey mentioned by Kang is likely unreliable, as it was conducted by a school uniform company itself. But her conclusion still stands: listen to teenagers themselves. Don’t assume.

When you do, you discover what girls are saying these days is that they can’t breathe in their uniforms. That they hate them. That wearing them is having serious effects on their learning, well-being, and physical health. That they’re angry. That rather than being a reflection of their wishes, having such limited clothing choices imposed on them is actually an infringement of their rights.

In other words, generally the complete opposite of what the schools and the uniform companies would like them to. Wow—teens don’t like being told what to do. Who’d have thought?

Let’s hear from some of those teens, starting with those interviewed in the following June 2018 MBC News Today report. Appropriately enough, it’s opened by everyone’s favorite news anchor Lim Hyeon-ju, who also didn’t like being told what to do—in March that year she’d become the first Korean female news anchor to wear glasses on the job, and later would go on to be the first to appear without a bra:

My translation of the transcript:

숨도 쉬는 여학생 교복…”인권침해 수준” Uniforms Girls Can’t Breathe in…”An Infringement on my Human Rights.”

Anchor

여자는 치마에 블라우스, 남자는 바지에 셔츠. 중·고등학교 교복에 적용되는 흔한 규정인데요. 그런데 요즘 여학생들 사이에서는 치마 대신 바지를, 블라우스 대신 편한 셔츠를 입게 해달라는 요구가 끊이지 않고 있습니다. 그 속사정을 서유정 기자가 취재했습니다.

Girls wear a skirt and a blouse, boys wear pants and a shirt. This is a common rule regarding middle and high school uniforms. Nowadays however, there are constant calls from girls to likewise be able to wear more comfortable shirts and pants. Reporter Seo Yoo-jeong covers the story.

Reporter

단추도 채워지지 않는 블라우스, 숨 쉬는 게 힘겨울 정도로 꽉 조여진 허리라인. 20대 여성들이 카메라 앞에서 중·고등학교 교복을 입고 힘겨워합니다.

Blouses so tight that all the buttons can’t be done up, waistlines that make it difficult to breathe. In front of the camera, women in their 20s are struggling to wear middle and high school uniforms.

[김서윤] “숨을 못 쉬겠어요. 단추를 하나만 더 풀게요.”

[Kim Seo-yoon] “I can’t breathe. I’ll just undo one more button.”

[정겨운] “이런 걸 입고 하루에 12시간 이상을 산단 말이에요? 이건 진짜 인권 침해인데.”

[Jeong Gyeo-woon] “You mean you have to live wearing these things for more than 12 hours a day? This is a real human rights violation!”

요즘 여학생들의 교복 블라우스가 얼마나 작고 불편한지를 눈으로 보여준 이 영상은 조회수 20만 건을 넘기며 인터넷을 뜨겁게 달궜습니다.

This video, which shows how small and uncomfortable girls’ school uniform blouses are these days, has already received more than 200,000 views. [James—Its contents will be covered in more detail later below.]

요즘처럼 날이 더워질수록 교복에 대한 여학생들의 불만은 더해갑니다.

As the days get hotter with the summer, girls’ complaints about their school uniforms will only increase.

기자가 입어보니, 기성복으로 나온 교복을 줄이지 않고 입었는데도 블라우스는 치마 허리선을 아슬아슬하게 덮을 정도로 짧습니다. 손을 들면 맨살이 그대로 드러날 정도입니다. 통은 더 좁게, 길이는 더 짧게.

This reporter tried on an off-the-shelf uniform. Yet even though it was not shortened, the blouse only barely covered the waistline of the skirt. When I raised my hand, the bare skin of my waist was exposed. [Compared to the uniforms I wore as a girl], the waist is narrower and the length is shorter.

학교에서 정한 대로 교복업체는 디자인을 맞춰줄 뿐이라고 합니다. [◇◇교복 업체 관계자] “학교의 원래 원칙은 짧아서 이게(허리선이) 보여야 했어요. 그걸 저희가 이번에 길게 뺀 거예요.”

It is said that school uniform manufacturers [generally] only produce designs as determined by the schools. [Anonymous school uniform manufacturer] “Even though your midriff got exposed when you raised your hand, in fact the original school’s design for this blouse was even shorter. We lengthened it.” [James—Consider the implications for sexuality equality in classroom interactions and discussions when the girls’ clothes alone ensure they’re too embarrassed to even raise their hands!]

“이런 불만은 ‘교복을 없애달라’, ‘여학생들도 바지나 남자 셔츠를 입게 해달라’는 국민청원으로까지 이어지고 있는 상황. 이런 요구를 받아들여 남녀구분 없이 ‘편한 교복’을 입게 하는 학교들도 조금씩 생겨나고 있습니다.

The ensuing dissatisfaction is leading to national petitions calling for girls to be able to wear boy’s uniforms, or to do away with school uniforms entirely. Schools that accept these demands and have allowed boys and girls to wear ‘comfortable uniforms’ are also slowly emerging.

서울의 한 고등학교는 봄 가을엔 헐렁한 후드 티를, 더운 여름엔 반바지와 면 티셔츠를 교복으로 입습니다. [김현수/고등학교 1학년] “팔도 더 잘 올라가고 그러니까 생활하기도 더 편해요. 집중하기 더 편한 것 같아요.”

[Kim Hyeon-su, first year student at this high school] “I can raise and move my arms much more easily, so I have a better quality of life. I think it’s easier to for me to concentrate too.” One high school in Seoul allows baggy hoodies to be worn in the spring and autumn, and shorts and cotton t-shirts in the hot summer.

옷값을 줄이고, 공동체 의식을 갖게 하는 교복의 긍정적인 기능은 살리되, 성별에 따라 복장을 규정하고 움직임에 불편을 주는 폐단은 버리자는 취지입니다/

With these comfortable uniforms, the school’s goal is to retain the good points of school uniforms such as the reduction in the cost of clothes and the fostering of a sense of school community, while also doing away with defining uniforms by sex and removing any features that make it difficult to move freely. (End)

Next, adding to the point about exposed waists especially, here are some segments from a March 2018 CBS No Cut News report by Gwon Hee-eun:

슬림핏 교복 두려워요여학생들 교복 공포증 “I’m afraid of slim fit school uniforms”: Girls’ School Uniform Fears

…여학생들이 입는 하복 셔츠는 짧은 기장 탓에 책상에 엎드리면 셔츠가 훤히 올라가 맨살이 드러나는 것은 물론, 가만히 있어도 속옷이 비칠 정도로 얇다.

…Because of the short length of the summer blouses, they rise up and reveal girls’ skin when they bend forward while sitting at their desks. They are also thin enough to reveal the outlines of underwear even while the girls are sitting still.

이때문에 보통 하복 셔츠 안에 민소매나 반팔 티셔츠를 덧대어 입는 것이 일반적이다. 어떤 학교에서는 이를 ‘교칙’으로 지정해두기도 할 정도다. 더 단정해 보인다는 이유에서다.

Then 16 year-old Jeon Somi endorsing Skoolooks, here wearing their ‘Slim-line Jacket.’ Source: Somiracle – Jeon Somi 전소미 Vietnam Fanpage.

For this reason, it is common to wear a sleeveless or short-sleeved T-shirt underneath a summer blouse. Some schools have even incorporated this into their uniform codes, believing it looks neater. [James—Assuming this rule only applies to girls, this means they would swelter under blouses, bras, and t-shirts in summer classrooms, compared to boys enjoying just one layer. See my earlier post to learn more about many more discriminatory rules like this.]

여학생들의 교복이 과하게 짧고 작아 불편을 초래한다는 사실은 여러 차례 지적돼 왔다. 그러나 교복업체들은 여전히 날씬해보이는 ‘슬림핏’을 마케팅 포인트로 내세운다.

It has often been pointed out that girls’ uniforms are uncomfortable and inconvenient because of their small size and short length. However, promoting this ‘slim fit’ is at the heart of school uniform companies’ marketing strategies.

교복 광고 속 날씬한 여자 아이돌들은 타이트한 자켓과 짧은 치마를 완벽하게 소화해낸다. 하루에 열시간 넘게 교복을 입는 학생들에게는 그런 완벽한 ‘슬림핏’이 불편하다.

In school uniform advertisements, slim female K-pop idols perfectly fit into their tight jackets and short skirts. However, they are uncomfortable for [real-life] students [with a much wider range of body types] who have to wear them for more than 10 hours a day.

최근 유튜브에서 눈길을 끈 ‘교복입원프로젝트’ 영상을 보면 이런 문제는 더 적나라하게 드러난다.

The extent of the problem becomes readily apparent when you see the following video from the ‘School Uniform Hospitalization Project,’ which has recently attracted attention on YouTube [as seen in the first report].

(Not by FemiAction, but this later video by RealCafe of boys trying on girls’ uniforms is also interesting and amusing)

‘불꽃페미액션’이 제작한 이 영상에는 여섯명의 여성이 등장해 실제 여학생 교복 상의와 아동복 사이즈를 비교하고, 직접 착용해보기도 한다.

In this video, produced by Fireworks FemiAction, six women appear, compare the sizes of actual school uniform tops and children’s clothes, and try them on.

여학생용 교복셔츠와 남학생용 교복셔츠를 비교해봤더니, 여학생용 교복셔츠가 훨씬 비침이 심했다. 여학생용은 글씨 위에 셔츠를 겹쳐도 글씨를 바로 알아볼 수 있는 반면, 남학생용은 다소 시간이 걸렸다.

When the boys’ shirts were compared with the girls’ blouses, the uniform shirts for girls were much more see-through. For girls’ blouses, things with writing on them hidden underneath were immediately able to be made out. Whereas with boys’ shirts, it took some time.

키 170cm, 가슴둘레 94cm 기준인 여학생 교복 셔츠와 7~8세용 15호 아동복 사이즈를 비교해보니 가로 폭은 별 차이가 없었고, 기장은 아동복보다 훨씬 짧았다.

When comparing the size of a school uniform blouse for girls with a height of 170cm and a chest circumference of 94cm to a casual size 15 t-shirt intended for girls between 7-8 years old, there was no difference in width, and the length was much shorter than that of the t-shirt.

활동성이 전혀 고려되지 않은 사이즈로 만들어졌다 보니, 머리를 묶거나 팔을 뻗는 등의 동작도 하기 어렵다.

Blouses of this size don’t take any activity or movement into account, so it’s difficult to tie your hair or stretch your arms.

이렇듯 많은 학생들이 아동복보다 작은 교복으로 불편함을 겪고 있지만, 학교 내에서 체육복 등 편한 옷으로 갈아입고 있는 것도 허용되지 않는다.

…[The article continues by saying that students would prefer changing into their more comfortable gym uniforms, but this is generally only allowed in exceptional circumstances such when their regular uniform is torn or has food spilt on it.]…

(Update: As reported by The Korea Bizwire in June 2020, an ironic side-benefit of the Covid-19 Pandemic has been that schools have become more relaxed about this, allowing students to wear their gym uniforms on days they have physical education classes at school. The logic is that allowing them to wear them for the entire day reduces physical contact with other students while changing.)

실생활에서 불편함을 느끼는 학생들이 꾸준히 문제제기를 하고 있지만, 교복 판매업체의 정책과 각 학교의 교칙 등 여러 가지가 얽혀있는 사안이라 명확한 해결책이 나오지 않고 있다.

Students who feel uncomfortable in real life are constantly raising problems, but there are no clear solutions due to issues that are intertwined with the policies of school uniform vendors and school rules of each school. (End)

Source: Pixabay.

Finally, some segments of a July 2017 report by Son Ho-yeong for The Chosun Ilbo:

여고생에 ‘8세 사이즈’ 입어라… 숨쉬기 힘든 S라인 교복 Uniforms for High School Girls are Smaller than Clothes for 8 Year-Olds…S-line Uniforms that Make Breathing Difficult

서울 양천구의 한 여고에선 교복 블라우스를 ‘배꼽티’라고 부른다.… 이 학교 정모(17)양은 “교복에 몸이 갇힌 느낌”이라고 했다.

In one girls’ high school in Yangcheon-gu, Seoul, school uniform blouses are called ‘crop tops’….One 17-year-old student there said, “I feel trapped in my school uniform.”

…상당수 학교가 맵시를 강조하면서 허리선을 잘록하게, 길이는 짧게 디자인한 교복을 채택하고 있다. 보통 몸매인 학생들도 조금만 움직이면 속옷과 맨살이 훤히 드러나 제대로 활동하기 어렵다. 체형이 통통한 학생은 꽉 끼는 교복 때문에 수치심을 느끼는 경우도 있다. “교복 때문에 학생들의 인권이 침해받는다”는 소리가 나올 정도다.

…Many schools have adopted school uniforms designed to be short and with narrow waistlines, while emphasizing style. Yet their tightness means that students with average bodies find it difficult to study properly because their underwear and bare skin are exposed if they move a little, with larger than average students feeling even more anxious. [Indeed], you could go so far as to say school uniforms are violating their human rights.

예전 교복은 활동성을 고려해 펑퍼짐한 스타일이 많았다. 학생 일부가 멋을 내느라 치마 길이를 줄이고, 허리선을 강조하는 식으로 수선했다. 요즘은 처음부터 교복이 몸에 달라붙게 나온다. 늘이기는 어려운 디자인이다. 자신의 실제 몸 치수보다 큰 것을 사도 사정은 다르지 않다. 서울 종로구의 한 여고생은 “겨울 교복보다 두 치수나 큰 여름 교복을 샀는데도 허리의 ‘S라인’이 지나치게 들어가 밥을 먹고 나면 옷이 끼어 거북하다”고 했다.

With older school uniforms, there were many styles that were both flattering and didn’t hamper movement. [Naturally however,] some girls would shorten their skirts and emphasize their waistlines to look more attractive. Yet these days, school uniforms cling to the body from the beginning, and are difficult to stretch. Compensating by buying larger sizes may not even help either. One high school girl in Jongno-gu, Seoul said, “I bought a summer school uniform that is two sizes larger than my winter school uniform. But the ‘S-line’ on the waist is too overdone, and after I eat my clothes still start clinging to my body.”

A 2003-2005 school uniform advertisement featuring BoA; I’m unsure who the boy/man is sorry. See many more examples from then here.

날씬한 맵시만 강조하다 보니 여고생 교복 치수가 8세 아동복 수준이 되기도 한다. 서울 강북구의 한 인문계 여고 교복 상의(키 160㎝·88 사이즈)와 시중에 판매 중인 7~8세 여아용 티셔츠(130 사이즈)를 비교했더니 크기 차이가 거의 없었다.

As they emphasize only slim fit styles, the size of school uniforms for high school girls is the same as casual clothes for 8-year-olds. There was little difference in size when comparing a school uniform top (160cm tall, size 88) for girls in a school in Gangbuk-gu, Seoul and a t-shirt for girls aged 7-8 years old (size 130) sold at the local market.

2016년 기준 우리나라 여고생의 평균 키는 160.6㎝, 8세인 초등학교 1학년 여아 평균 키는 120.5㎝이다.

As of 2016, the average height of high school girls in Korea was 160.6 cm, and the average height of a 8-year-old girl entering elementary school was 120.5 cm.

교복은 기성복과도 차이가 있다. 한국산업표준(KS)에 따르면 키 160㎝인 여성 청소년의 ‘보통 체형’용 기성복 상의(블라우스 기준)는 가슴둘레 88㎝, 허리둘레 72.8㎝이다. 본지가 구한 여고 교복 상의의 가슴둘레는 78㎝, 허리둘레는 68㎝였다. 교복이 기성복 가이드라인보다 가슴둘레 10㎝, 허리둘레는 5㎝가량 작다.

School uniforms are also different from ready-made clothes. According to the Korean Industrial Standard, a 160cm tall female adolescent’s non-uniform, off the shelf, blouse-like top for a ‘normal’ body type has an 88cm chest and 72.8cm waist. Yet the waist circumference of a girls’ high school uniform blouse obtained for this report had an 78 cm and a 68cm waist, meaning that school uniforms are about 10 cm shorter in chest circumference and 5 cm in waist than required by the standards for off the shelf clothes.

일부 여학생은 교사의 단속을 피해 남학생용 교복을 사서 입기도 한다. 대전 서구의 한 남녀공학 고교에 다니는 이모(16)양은 “남학생용 교복은 라인이 없어 편하다. 학생주임 선생님이 남자 교복을 입지 못하게 수시로 단속하지만 몰래 입는 친구가 많다”고 했다.

For the sake of comfort and to avoid unfair school rules regarding girls’ uniforms, some wear boys’ school uniforms instead. One 16-year-old girl who attends a coeducational high school in Seo-gu, Daejeon, said, “The school uniform for boys is comfortable because there is no figure-hugging ‘line’ built into them. Although our teachers regularly crack down on this, many of my female classmates secretly wear them.”

교복 브랜드의 ‘슬림 라인’ 전쟁은 2000년대 초부터 시작됐다. 멋을 위해 교복을 줄이는 학생들이 늘면서 교복 제조업체들이 허리가 쏙 들어가고 길이가 짧은 디자인의 교복을 내놓기 시작했다. ‘재킷으로 조여라, 코르셋 재킷’ 같은 광고 문구를 내세웠다.

The ‘Slim Line’ war of school uniform brands began in the 2000s. As more and more students want more fashionable uniforms, manufacturers have responded by offering short designs with tight waists. In their advertising, they use phrases such as ‘Tighten with a jacket, corset jacket.’

…교복 업체가 사람마다 다른 체형을 고려하지 않는 것도 문제다. 한 업체는 체형 데이터를 바탕으로 청소년 ‘대표 체형’을 뽑아내 이를 기준으로 교복을 만든다고 광고한다. 하지만 이는 ‘보기 좋은 체형’일 뿐 해마다 몸이 변하는 청소년들에게 일률적으로 제시하는 것은 무리다.

Another problem is that school uniform companies do not cater to different body types. One company advertises that it makes a school uniform based on the ‘representative body type’ based on data collected about young people’s physiques. However, this supposedly representative type is really only a stereotypical ‘good looking body type’ [like that of the K-pop stars in the ads], nor does a single type take into account the fact that adolescents’ bodies are constantly changing. (End)

Photo by 周 康 from Pexels

Thoughts? Still not enough? If so, I recommend also watching Dr. Kyunghee Pyun’s (Fashion Institute of Technology, State University of New York) presentation for the UBC Centre for Korean Research on “Impression Management of School Uniform Culture in Korea,” which I was able to attend on Zoom a few days ago. While it’s only loosely related, and covers much earlier time periods, it does provide some useful context:

Also, and finally, for a more recent and in-depth look, here is an 8-minute, November 2020 report by my local Busan MBC, ironically at one point filmed where I took this related, well-discussed picture. Unfortunately, producing a transcript and translation would be a bit prohibitive sorry, but the English CC seems to provide the gist. Enjoy!

If you reside in South Korea, you can donate via wire transfer: Turnbull James Edward (Kookmin Bank/국민은행, 563401-01-214324)

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The Gilded Cage of the “EyeBody” Trend?

My students teach me to reevaluate Korea’s latest dieting trend. Is motivation dependent on selfies necessarily a bad thing, when 20-somethings already feel constantly overexposed?

Estimated reading time: 9 minutes. Photo by @thiszun from Pexels

Before the pandemic, I’d routinely request to take photos of my students in the second class of the semester. No, that wasn’t creepy at all.

It was the only way to learn the names and keep track of the progress of all 120 of them, whom I’d only meet for one class a week. Originally, when I started teaching at my university in 2010, I’d ask them for passport photos, which they’d supply without a second thought. Due to the requirement for resumes and job applications, which still exist today, Korean 20-somethings especially were used to providing passport photos for all sorts of documents, and typically had many stored at home.

Gluing all those photos onto name cards however, was a thankless task. Once in possession of my first smartphone then, I’d eagerly explain that it would be much more convenient to just quickly go around the class with it, taking shots of each group at their desks. Most instantly saw the logic, and seemed to appreciate my making the effort.

Occasionally, the odd female student—never male—would initially be a little nervous. Yet once I made it absolutely clear that they would only be for my own use, and how unethical and unprofessional it would be for me to upload them to social media, they soon relaxed. Generally, taking the pictures would turn into a brief ice-breaking activity, with most students happily posing or just goofing around with their classmates for the camera. The next class, they’d all have a good laugh at my printouts of the photos while attaching their names to them, and that would be that.

A mild example of the photoshopping done to resume photographs. Source: entomol10.

But by 2019, it was no longer a laughing matter. Increasing numbers of female students would be covering their faces as I took their shots, literally wailing. Many would be on the verge of tears, so daunting and so overwhelming was the prospect of an unedited, unfiltered image of them getting out there, no matter how remote.

I am not exaggerating.

So to their great relief, I starting asking everyone to just send me picture files instead. Again, a much more laborious and time-consuming process from my perspective, with many of the ensuing photos being so altered as to render the students unrecognizable. But I’d learned my lesson. When offline classes resume, I will never be asking to take pictures of my students again.

I’m not judging them. I’m not a woman, and I didn’t reach adulthood in the midst of a massive spycam epidemic. I don’t have to bring “specs” like my filtered, digital appearance to play in a desperate competition for jobs with other 20-somethings either. Nor do I mean to imply that young Koreans are any more sensitive on this issue than zoomers in other countries.

Merely, this is the context I bring to the “EyeBody” trend (눈바디/noonbadi) I recently learned of. Here’s a definition from the Naver blog Styler Life:

눈바디란 눈(Eyes)와 인바디(Inbody)의 합성어. 체중계의 숫자보다 ‘눈으로 보이는 몸의 라인이나 근력 상태가 더 의미 있는 변화다’라는 취지에서 나온 단어다. 즉 체중에 연연해하지 말아야 더 건강한 몸을 만들 수 있다는 의미. 눈바디를 이용한 다이어트 방법은 매우 간단하다. 매일매일 자신의 전신 사진을 찍어 기록하는 것. 많은 헬스타그래머가 이 방법을 이용하고 있으며 후기에는 효과를 보았다는 내용이 대다수를 이룬다.

The term “EyeBody” is a compound word of “Eyes” and “InBody.”* It means that a visible change to your body form or muscle strength is a much more meaningful sign of health and fitness than a number on the scales. In other words, it means that you can make a healthier body if you don’t get too attached to your weight alone.

The EyeBody method is very simple. Take a full body picture of yourself every day and record it. Many health-focused Instagrammers use this method, and the majority say that it has been effective in later periods of their training [after big fat losses have already been achieved—James].

*(Initially a sophisticated test of one’s body conditions pioneered by the company BioSpace, the term became so well-known and generic that the company changed its name to it.)

Again, but for the name, the trend is hardly confined to Korea, and you can probably anticipate potential problems. For example, Seoul Economic Daily explains:

체성분이 좋은 방향으로 변화하고 체중이 줄었어도, 거울에 비친 다이어트한 모습에 불만족할 때는 다이어트나 운동의 효과가 없다고 여길 정도로 눈바디의 기준이 절대적이다. 불특정 다수에게 자신의 다이어트 과정을 노출해 동기부여 장치로 활용하면서 생긴 현상이지만 보여주기만 신경 쓰다 보면 자신의 건강을 오히려 해치는 결과를 낳을 수 있다.

Even if one’s body composition changes in a healthy direction and weight is reduced, following the EyeBody practice places exacting standards on you. When you feel that despite your efforts, no changes are visible in the mirror, yet at the same time you rely heavily on displaying changes to a wider audience to gain the motivation you need, you may end up harming your own health in order to seek those changes required.

Yet I was a gym junkie myself once, and constantly wore tank-tops to make sure everyone knew it; it’s difficult to criticize something I would undoubtedly do myself if I were in my early-20s again. Plus, I have several Facebook friends who seem to post nothing but updates on their runs, crossfit routines, healthy meals, and/or selfies of their glorious bodies. Clearly with much healthier habits than myself, their feeds don’t strike me as raising too many issues, provided their goals continue to center around healthy body weights.

Moreover, this exhibitionist approach may in fact be one of the most effective methods, as the Chosun Ilbo explains:

…정씨는 “주로 아침 공복 상태에서 휴대폰으로 사진을 찍어 인스타그램(Instagram) 개인 계정에 기록하고 있다”며 “운동 시작 전 신체와 이후의 신체 변화를 기록하는 게 다이어트에 도움이 될 거라고 생각했고 무엇보다 남들과 비교하는 것보다 내가 남긴 사진들을 보며 더 자극이 됐다”고 말했다.

[Jeong Ah-yeong (30), an office worker from Gyeonggi-do] said, “Mainly, I take pictures with my mobile phone in the morning on an empty stomach, and record them in my personal Instagram. Really, it’s much more stimulating to see those pictures that I left myself than to compare my body with other people’s.”

서울 여의도에서 일하는 직장인 장주은(31·가명)씨도 인스타그램 개인 계정에 식단과 운동 습관을 기록하며 다이어트에 열을 올리고 있다. 장씨는 20대 때부터 ‘1일 1식’, ‘삼시 세끼 닭가슴살만 먹기’ 등 다소 극단적인 다이어트를 시도해왔다. 하지만 체중이 빠졌다 금세 돌아오는 요요 현상(yo-yo effect)을 겪었다.

Jang Joo-eun (31, pseudonym), an office worker in Yeouido, Seoul, is also heating up her approach to her diet by recording her daily habits in her personal Instagram account. In her 20s, she said, she tried rather extreme diets, such as the “one meal a day” one or the “three o’clock, three meals of chicken breasts.” However, while she did lose weight with these, it always quickly returned due to the yo-yo effect.

…장씨는 “연예인들이 한다고 알려진 다이어트는 직장인이 시도하기엔 비현실적인 방법”이라며 “행동과 습관을 바꾸는 다이어트를 시작하면서 변화는 느린듯 하지만 매일 기록하면서 보람을 느끼고 있다”고 말했다.

이들은 걸그룹 아이돌의 극단적인 식단과 같은 무리한 다이어트가 아닌 꾸준히 실천하는 을 택한 셈이다.

…Jang said, “The diets promoted by celebrities are unrealistic for office workers.” Rather, she prefers a straightforward method to the excessive, extreme ones of girl-group idols. “Although the changes are slow with my current diet, which focuses on changing behavior and habits, I feel rewarded as I record my small improvements every day.”

Photo by Scott Webb on Unsplash

Of course I do still maintain some reservations. In her Instagram photos featured in the article, Jeong looks unhealthily thin, but I concede may naturally be skinny. Also, Jo Min-yeong, quoted next, heads a dieting and liposuction clinic notorious for its comical fat and body-shaming commercials. And yet her explanation of the rationale behind the EyeBody method, while vague, may make some sense:

요즘 유행처럼 번지는 SNS에 자신의 식단과 운동 사진을 올리는 것 역시 다이어트 비법 중 하나다. 이는 실제 의학적으로는 ‘행동수정요법’으로 분류된다. 식습관, 운동량, 활동량 등 평소 행동 중 비만의 원인이 되는 요소가 있는지 살펴보고 이를 건강한 행동, 즉 다이어트를 위한 행동으로 고치는 방식이다.

‘매일 거울 보기’, ‘다이어트 자극용 사진 보기’ 등도 시각적인 자극을 통해 다이어트 동기를 부여하는 행동수정요법에 해당한다.

One of the secrets to successfully dieting is to upload photos of your dieting and exercising on social media. Known as “behavioral modification therapy,” it is a way to identify and correct what aspects of your life might be causing obesity, such as your eating habits, amount of exercise, and amount of activity. ‘Daily mirror viewing’ and ‘Viewing pictures for diet motivation’ are also considered behavior modification therapy that motivates you to diet through visual stimulation. (Right: “Picture of Dream Body as Smartphone Wallpaper Helps Weight Loss.”)

조민영 비만클리닉 365mc 천호점 대표원장은 “행동수정요법은 체중 감량을 위해 먹고 싶은 것을 참고 억지로 운동하는 것을 말하는 것이 아니라 생활습관을 바꿔 스스로 건강한 음식을 찾고 운동을 즐길 수 있도록 돕는 것”이라고 설명했다.

Cho Min-yeong, CEO of Obesity Clinic 365mc explained, “Behavioral modification therapy is not so much about forcing yourself to eat and exercise to the weight level you desire, but more about encouraging yourself to change your lifestyle and help yourself find healthy food and enjoy exercise.”

조 원장은 “시각적인 자극은 빈도가 높아질수록 더욱 강해지는데 매일 거울을 본다면 자극을 주는 횟수가 늘어나 다이어트 동기 부여가 배가 된다”며 “닮고 싶은 몸매 사진을 자주 보는 것도 비슷한 효과를 낸다”고 말했다.

Cho continued, “The more frequent the visual stimulation, the stronger the motivation. So, if you look at the mirror every day, the number of stimulations increases.” Also, “Seeing pictures of the body you want to resemble often has a similar effect.”

So why “gilded cage”?

Consider where I first heard of EyeBody, which was in a short fan-engagement video by Korean lingerie company Qmomo, as one does. The subject was all the tricks you can use to achieve that perfect EyeBody selfie:

Blink and you’ll miss them though, I recommend watching this longer video by 이지은 다이어트/Jiny diet. The English CC, which I think she writes herself, provide a good translation:

I agree, those are all excellent selfie tips. Assuming that is, you share the body ideals of the YouTubers, which I don’t—I find the model more attractive in the “before” photos in the first video, and have never understood the Korean obsession with small heads expressed in the second.

But that’s not the point.

Normally, I would be very dismissive of a trend like EyeBody. But a book I recently read about sexuality in Japan challenged long-held preconceptions on that subject, which I didn’t realize I had. Still in the same contemplative frame of mind while putting pen to paper for this post, I recalled the dramatic changes to my students’ attitudes to body image and digital media over the last 11 years. So, I looked at EyeBody practitioners in a new light. I saw the agency, confidence, and potential they saw in their bodies, which mirrored my own once. I read too, about why men especially might be drawn to posting muscular selfies in a time of austerity. Maybe, in an environment in which 20-somethings already feel constantly overexposed, why not take control of that for your own advantage? May EyeBody—dare I say it—actually work?

(My own commitment to writing here every Monday in 2021, after all, has already necessitated a radical transformation to my own habits—but, crucially, only because I made it public.)

But those videos. I get it—selfies, in themselves, can be a source of empowerment too. But EyeBody feels a little deeper. Selfies and likes as the method, not the goal per se. Why diminish it? Or, in reality, do its practitioners easily fall prey to the temptations of selfie tricks? Thereby fatally undermining the authenticity that distinguishes EyeBody from other dieting trends?

Until next week.

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If you reside in South Korea, you can donate via wire transfer: Turnbull James Edward (Kookmin Bank/국민은행, 563401-01-214324)

Why Uhm Jung-Hwa Will Forever Be My Queen—and Now Yours Too

Estimated reading time: 5 minutes. All screenshots: MV via Visualazn.

The “Queen of Charisma” deserves so much better than an 18MB, 240p MV for Tum, one of her classic hits:

To remedy that, go to Visualazn for a 428MB, 720p version to download posthaste. (I’d upload it myself, weren’t YouTube to instantly ban the copyright violation.) Watch that once, then come back here.

(If you’re pressed for time, this 1080p MBC Music Camp performance will have to suffice, which has some clips from the MV. But if it’s your first time especially, I really do recommend experiencing it through the high quality MV.)

I’m only so demanding, because to understand how people really feel about their pop culture, you need to appreciate the circumstances in which they consume it. Especially of when they first encountered it, and the technology that was used.

With Tum (a.k.a. Teum, Crack, Gap), for me it was late-2000, in the small southern city of Jinju. I had no cable or satellite TV, so I was reliant on free-to-air channels. It would still be a year before I had internet on my home computer for the first time, and five more before YouTube even existed. Trance music, my first love, was literally unheard of outside of far distant Seoul. I didn’t even have a radio, feeling there’d be no point given Korea’s surprisingly few genre-specific stations. So, in terms of discovering any new music at all, it felt like I was a child in the U.K. again, frustrated at the long, weekly waits for Thursday night’s Top of the Pops.

Then one night while casually surfing those few channels, out of nowhere Uhm Jung-hwa dancing to her riff starting at 1:53/1:05 appeared, and my terrible, sleepless first year in Korea was instantly transformed into the stuff of fantasy again.

Of course the showcasing of Uhm Jung-hwa’s voluptuous body was integral to that. That’s why the CD I quickly purchased just didn’t cut it. It wasn’t like today, when you’re always just a click away from replaying your own favorite combination of amazing music sung and performed by incredibly attractive people. Back then, even with cable, a second viewing would have involved many tedious hours of watching music channels for those few precious minutes; without it, it was next to impossible. Instead, I had to content myself with the song alone, and accept that once the it left the charts and the music shows on the free-to-air channels, I’d likely never see the MV again.

That’s simply how it was with much of popular culture before the internet, no matter how meaningful it may have been to you. You just had to learn to live with it.*

Yet I don’t mean to elevate or privilege my outdated, distance-makes-the-heart-grow-fonder perspective. It’s neither superior, nor somehow more authentic than that of anyone encountering it for the first time today. It’s just mine, and part of my motivation for writing.

Indeed, the fresh perspective YouTube offers only motivated me further.

This was unexpected. Typically, the replay button is cruel to our most cherished pop-culture memories, and I didn’t expect scrutiny of Tum to be any kinder. Take the above scene from 3:51-3:54 (2:28-2:31 in the performance video) for instance. For the last 20 years, that moment of Uhm Jung-hwa looking glamorous as fuck while being mistress of all she surveys, has been indelibly burned into my brain. Only now though, can I take the time to notice all the hair in her face, which would have obscured her vision. The spell of my willing disbelief has been irrevocably broken—let alone totally ruining my long sought after screenshot.

Yet, truthfully, I’m genuinely stumped at locating any other similar oversights in the MV. It’s not perfect—the pauses are unnecessary and long, and the King Kong theme is only loosely tied to the lyrics—but there are many other objectively charismatic moments of Uhm Jung-hwa moments remaining to latch on to. If anything, being able to see it in such detail now has only further convinced me of how it much holds up after 20 years, and it’s this renewed appreciation that compels me to write. For it deserves far greater recognition as the classic it is, many more dance remixes than the single, terrible one I refuse to link to, and, again, at the very least, a decent quality video on YouTube.

Alas, that last I can’t provide. But I did put several days into finding that download for you. And I can give what is, as far as I know, the world’s very first English translation of the lyrics:

Uhm Jung-hwa—Tum

Track 2, Queen of Charisma, released November 2000.

Composer, lyricist, and arranger: Kim Geon-woo.

난 너의 생각처럼 널 위해 기다렸어 너 만을 쳐다보며 이렇게

나를 오랬 동안 그냥 두지 말아줘 이제 견딜 수 없는 나를 좀 봐

변하고 있는 나에게 너는 아무런 느낌이 없었니?

별다른 이유가 많이 있었더라도 널 생각만 해봐도 답답해

I waited for you like you thought I would, I only had eyes for you

Don’t leave me alone for a long time for just no reason, I can’t take it anymore

Didn’t you have any feelings for me as I was changing?

Even if there were a lot of different reasons for doing what you did, it is so frustrating to think about you

Chorus:

제발 이젠 내게 말해줘 너의 힘없는 얼굴이 내 생각엔

아무런 느낌 없는 너처럼 그저 희미해질 뿐이야 난 이제

더 이상 기다리지 않아 나를 언제나 바라본 널 이렇게

아무런 감동 없는 나처럼 매일 같은 날 일 뿐이야 오 제발

Please tell me now; your powerless face, I think,

is fading away, as if you have no feelings for me

I’m not waiting anymore, as you have always looked at me like this

Every day is just the same, emotionless like me, oh please

그렇게 말도 없이 나만을 쳐다보면 너무나 힘이 들어 이렇게 우린

오래도록 지쳐있긴 하지만 언젠가 끝낼 수 있는 날 있잖아

이젠 모든 걸 버리고 우리만의 기억을 생각해봐

너와 나의 사인 아주 가까웠지만 언제부터 이렇게 멀어졌니?

Gazing at me without saying a word leaves me feeling so tired, we’ve

been so frustrated for a long time— there are so many times when I want to just end things

Please put everything aside and focus only on our shared memories

You and I were once very close, when did you drift away?

(Chorus repeats and end)

I appreciate any corrections—while these lyrics were quite simple, you’ll notice I didn’t provide literal translations, as I felt that would diminish from their intended meaning. Please also do tell me your own rants or raves about Tum, or about any other of Uhm Jung-hwa’s songs (Festival is another favorite of mine!), whenever or however you first encountered them :)

*VCRs were a possibility of course, but their bulk and expense meant few 20-somethings had them.

If you reside in South Korea, you can donate via wire transfer: Turnbull James Edward (Kookmin Bank/국민은행, 563401-01-214324)

I’m Obsessed with the Collective Amnesia Surrounding EXID’s Sexy Ice Cream Ad

And I’m not afraid to quote poetry to justify it!

Estimated reading time: 6 minutes. Screenshot: YouTube.

You the bride

are a form of grace,

your eyes honey.

Desire rains on your exquisite face.

Afroditi has honored you exceedingly.

Excerpt, Song to Groom and Bride, Sappho.

The word “sensual” has always been a favorite of mine, once I learnt it was brimming with sex. Even just to say it can feel like a carnal act, if you let it. Close your eyes, linger on the syllables as you would on the face of a lover, and the tip of your tongue teases you with memories of all the places it’s been—and hints at the pleasures still left to explore.

Foods that can similarly be luxuriated over then, lend themselves to sensual advertising. Take ice-cream. I don’t eat it like you see in the ads, and neither do you. But I get them. Being allergic to dairy, so not eating my first ice cream until I was seventeen, I really do relish the soy variety when it makes one of its rare appearances in supermarkets here.* I even have a bottle of Kahlua saved specially for just such occasions.

Not unlike Kahlua or even sex itself though, too much of the same thing can easily become boring and routine. That you and I can both roll our eyes at the notion of orgasming over ice cream, only points to how advertisers sexing it up is so routine as to be mindless cliché. Just so routine in fact, that by 2019 Baskin Robbins Korea seemed to have forgotten they were doing it at all, and were forced to withdraw and apologize for an ad where they’d replaced the usual woman with an 11-year-old girl wearing cosmetics.

And I do mean “the usual woman”:

Source: Frankie Huang/@ourobororoboruo.

Issues this gender imbalance raises include the strong potential to infantilize women while simultaneously sexualizing girlishness, and the suggestion that women are just too damn hormonal to think rationally:

[There is a] powerful, symbiotic relationship between women and carnality, as indicated by the preponderance of erotic narratives in advertising addressing women. This is particularly overt in the advertising of products that are depicted as being endowed with the power to enable women to experience intense quasi-sexual pleasure from their consumption. Examples of such product categories include chocolate, luxury ice cream, biscuits, and shampoo. This is a world that reflects a perception of women as ‘consummate consumers’ who are ruled by their bodies and, as such, are less able than men to resist the lure of carnal pleasures (Belk 1998; Belk and Costa 1998).

Source: Pauline Maclaran and Lorna Stevens (2004),”Special Session: Gender and the Erotics of Consumption”, in GCB – Gender and Consumer Behavior Volume 7, eds. Linda Scott and Craig Thompson, Madison, WI: Association for Consumer Research, Pages: 1 to 14. (Download)

But I sense EXID fans are getting a little frustrated by this point. Posting an infamous, bawdy, 2012 Japanese commercial for Gligo’s Dororich Creamy Cafe Jelly in a moment is hardly going to help either.

There is a method behind my madness. First, I needed to take advantage of my recent purchase of a book on Sappho to establish some cultural capital, in the hope I’d have at least a shred of credibility remaining by the end of this post. For what male feminist/feminist ally would ever admit to being utterly transfixed by this?

I hear and share your numerous objections. Accept it not so much as an ad though, but for the sort porn it is, complete with five gravure idols (NSFW), addictive Benny Hill-like music, and blatant masturbation and ejaculation symbolism, and it’s so over the top that I can’t help but revel in its hilarity.

The Korean media couldn’t make that concession however. Take one of the first reporters to cover it:

“CF 영상 자체가 에로틱하다는 것이 그 이유다. 밝은 조명에 우유와 젤리가 섞이는 장면, 청순한 외모의 여성들 뿐이지만 남성들의 마음을 자극하는 요소는 다분하다.” (Herald Economy)

The reason the CF [is gaining tremendous popularity among Japanese men] is because it’s erotic. The scene in which milk and jelly are mixed in bright light, and only women with pure and fresh appearance, all these are enough to stimulate men’s hearts.

Contradicting themselves, even more stimulating elements were listed; alas, those did not include the symbolism of the spurting cream. Later reporters (or their cautious editors), if they mentioned the cream at all, only caused themselves more embarrassment in their Kakfaesque refusal to acknowledge the completely obvious:

“또 사방에선 알 수 없는 흰 액체가 날아온다.” (Korea JoongAng Daily)

“And white liquid is coming from out of nowhere.”

“게다가 우유를 상징하는 하얀 액체가 이 소녀들에게 날아들어 묘한 상상을 자극하게 하고 있어 일각에서는 비난이 쏟아지고 있다.” (The Chosunilbo)

“In addition, it is criticized because the scene in which white liquid that symbolizes milk is being poured over the girls is triggering strange imaginations.”

“또 사방에서는 우유로 보이는 흰 액체가 계속해서 날아든다.” (Herald Economy)

““And white liquid that seems to be milk is continuously being sprayed.”

I realize there may be official or unofficial rules in the Korean news media regarding acknowledging explicit content, even symbolism. Absence of evidence is not evidence of absence either, and it would remain a blessing to find an official news source that, in reporting on this commercial, hadn’t patronized its readers over something so trivial.

Be that as it may, the next reason, and finally, is because now you know exactly what went through my mind when I saw EXID’s commercial for Lotte’s Goo Goo ice-cream a few years later:

I only didn’t write about it at the time, because I expected the media and fans to immediately be all over it. Gligo’s Dororich Creamy Cafe Jelly commercial, after all, made quite the splash in social media when it came out. It took balls, I thought, for Lotte to be so brazen about the origins of its own very literal money shot.

Screenshot: YouTube.
Screenshot: YouTube.
Screenshot: YouTube.

But, crickets. Whereas some reporters did point out the new, sexualized direction for Goo Goo’s advertising, most merely gushed about the endorsement choices in their typical advertorials. Social media too, or at least in respect to this commercial, seemed surprisingly reticent on the subject of ejaculation, and to have completely forgotten about the Creamy Cafe Jelly. By the time I realized people just weren’t talking about it, the moment for laying a world exclusive claim to this cosmic connection had passed.

I was loathe to end without a conclusion too. Perhaps on such an indecorous subject though, in which the innuendos came thick and fast as I typed (believe me, it’s harder to avoid them easier to just go with the flow get them off your chest roll with them), there wasn’t one to be made?

Still, the sexy ads and commercials will continue regardless, symbols of orgasming will always be an indelible part of that, and sex and K-pop are synonymous. Indeed, after the 2012 Japanese inspiration, then EXID’s 2015 sequel, 2018 saw JooE of Momoland step up in her commercial for Baker 7. Or rather, her “mother” and gardener:

I invite readers to offer any more examples, and to come to their own conclusions about them. To prepare for the 2021 follow-up, what do you think needs to be said about sexualization in ads, and about the gender imbalance in those selling chocolate, ice cream, biscuits, and shampoo? Is it necessarily bad if they depict orgasms? Please let me know in the comments!

Related Posts:

“Spring Girls,” by Sunwoo Jung-a, Is Both Feminist and as Sexy as Hell. Let’s Give It the Attention It Deserves.

Watching SPICA’s “Tonight” is an Awesome Teaching Moment About the Male Gaze. Here’s Why. (Part 1 of 3)

“Fucking is Fun!”: Sexual Innuendos in Vintage Korean Advertising

“With Throbbing Heart and Trembling Hands, the Groom Undresses the Waiting Bride, to Unveil the Mystery”

• “Fuse Seoul” Clothing Brand Subverts Gender Stereotypes, Offers Women Comfortable Clothing. What’s Not to Love?

Korean Sociological Image #19: Gee, Gee, Gee…Girls’ Generations’ Latest Ad Speaks Volumes About Korean Gender Roles

*If you too are desperate for soy milk ice-cream in Korea, try specialist cafes and CU convenience stores. Supermarkets in my area have sometimes stocked it over the years, but always discontinued it after just a few months.

If you reside in South Korea, you can donate via wire transfer: Turnbull James Edward (Kookmin Bank/국민은행, 563401-01-214324)