Hyundai Fit-Shaming Korean Girls

“In the 18th century, it was often assumed…that women were incapable of rational or abstract thought. Women, it was believed, were too susceptible to sensibility and too fragile to be able to think clearly.”

Estimated reading time: 3 minutes

The more things change, the more they stay the same.

These days, I’m generally loathe to lead with quotes. Especially when I’m forced to admit I haven’t read A Vindication of the Rights of Woman since university, and had to rely on its Wikipedia article instead.

But the video below deserves the hyperbole. Because ten years ago, I wrote a post about the widespread practice of calf-reduction surgery in Korea. It really got to me, learning about the literal slicing away of muscle and nerves to make legs slimmer and more “feminine” and “attractive.”

Afterwards, the women literally have to learn how to walk again. Why, oh why, is this still a thing?

For sure, technically Hyundai isn’t promoting operations. But it is contributing to their normalization by reminding everyone that muscular calves are “ugly,” thereby discouraging schoolgirls from exercising.

Like my 12 year-old daughter, who starts middle-school in two weeks. Thanks, Hyundai.

Part of a series (#1, #2, #3, #4) for cars fitted with Hyundai’s “SmartSense” system, the voiceover for the segment with the schoolgirl says:

우리 산중턱여고 나왔잖아

3년내내 아침마다 등산한 것 기억나?

이제 다왔다 올려다보면 고지가 저~기야.

그러다 문든 내 종아리를 봤는데,

헉 다리가 이게 뭐냐?!!

Our girls’ high school was on a mountainside.

Do you remember climbing it every morning for three years?

I’ve arrived, but if I look up I’m still not at the top.

Then at the gates I happened to look at my leg…

OMG, what’s this on it?!!

Are Korean girls and women still shamed for muscular legs though? Please let me know your own thoughts and experiences in the comments. It’s been ten years, so I would just love to learn that it’s actually a very outdated stereotype, and that Hyundai is just being lazy by relying on it.

Related Posts:

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

Hey Women! There’s Cheese Here!

Estimated reading time: 2 minutes.

Seen in a samgyeopsal restaurant one day. It reads:

Hey women! There’s cheese here!

Hey men! There’s lots of women here!

Come in right away!

Is gendered cheese a thing in Korea though? For dieting purposes certainly, but in main meals? With rice even?

I don’t like the combination myself. So, if I see students chomping away at cheesy versions of bibimbap, kimbap, and ramyeon as I enter the university cafeterias, that tells me I’m going to have to cajole the staff into making mine without. And, after many quick head counts over the years, I’ve seen little difference in the numbers of men and women eating them.

What do you think? Was the copywriter onto something? Or would their talents and ingenuity be better served elsewhere? ;)

Related posts:

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

Korean Billiards Federation Orders Female Referees to Wear Skirts

Because nothing brings more viewers to your sport than the chance to watch women wearing clothes they hate, while struggling in them to do their actual jobs.

Estimated reading and viewing time: 4 minutes.

My translation of the transcript for this KBS news report:

학교뿐 아니라 스포츠계의 성 문제도 참 끝이 없습니다.

대한당구연맹이 여성 심판들에게 치마를 입으라고 지시했습니다.

왜 그런 지시를 했냐고 물었더니 치마를 입으면 반응이 좋았다는 황당한 답변을 했다고 합니다.

방준원 기자입니다.

It’s not just in schools, but also in the world of sports where there’s no end to problems of sexual discrimination and harassment.

The Korean Billiards Federation has ordered its female referees to wear skirts.

When asked why, the ridiculous response was that this gets a favorable reaction [from audiences].

Bang Jun-won reports.

[리포트] 국제 당구대회 여성심판, 당구공의 이물질을 닦고, 공 위치를 확인하는 등 당구대에 바짝 붙어야는 경우가 많습니다.

치마가 불편할 수밖에 없습니다.

Reporter Bang: In international billiard competitions, it is often necessary for referees to clean the balls of any foreign substances and to check their positions, requiring them to always stand close to the table. This is uncomfortable and inconvenient to do in a skirt.

[류지원/당구연맹 심판 : “공 튀어가면 가서 잡고, 닦아서 포인트 있는 부분에 재배치를 해야 해요. 그러면 치마를 입으면 엎드렸을 때 뒤가 어떻게 될까요?”]

Referee Ryu Ji-won: “When a ball comes off the table, we have to grab it [from the floor], wipe it, and put it back in the correct position on the table, [which often requires lying over it to reach]. How are we expected to do all this in a skirt?”

보통 바지를 입던 여성 심판들이 치마를 입기 시작한 건 2017년부터입니다.

당구연맹의 복장 규정은 변한 게 없는데, 이유는 심판위원장 때문이었습니다.

2017년 취임한 심판위원장 권 모 씨가 여성 심판들은 치마를 입으라고 지시한 겁니다.

Normally, female referees wore pants, but this changed from 2017. Not because of any changes in the federation’s rules regarding attire, but because of a demand by newly-appointed referee chairperson Kwon (probably a man, but this is not indicated—James).

Source: Topstarnews

권 씨가 보낸 SNS 메시지입니다.

‘여자심판은 스커트를 준비하라’ ‘녹화방송에 여자 스커트는 필수’라고 합니다.

스커트를 안 입으면 주심 대신 부심만 할 거라고 강조하기도 했습니다.

현직 심판 류지원 씨는 치마 입기를 거부했습니다.

그 뒤 주요 경기에서 배제됐고, 전국대회 15회 참가 정지 제재도 받았습니다.

The demand was announced via social networking services. “Female referees prepare skirts; they will now be required for all games that are broadcast” it said. It went on to stress that “Female referees that do not comply will be demoted to assistant referees.”

Ryu Ji-won refused. For this she was punished during the 15th National Championships.

[류지원/당구연맹 심판 : “(16강 경기부터)딱 1경기 주심으로 배치가 되고, 나머지는 다 부심이었고, 그나마 결승 준결승 경기에는 아예 포함도 안 됐어요.”]

Referee Ryu Ji-won: During the quarter finals, I was only allowed to be referee for one game, being demoted to assistant referee in the others. I was also completely excluded from the semi-finals and finals.

심판위원장에게 치마 복장을 지시한 이유를 물었습니다.

[권○○/당구연맹 심판위원장/음성변조 : “처음 (치마) 착용하고 난 이후에 주변 반응이 너무 좋았기 때문에, 착용했던 심판들이 따로 요청한 것도 있고.”]

권 위원장은 당구 심판이 치마를 입었던 사례가 있어 제의했던 것뿐이라고 추가로 해명했습니다. 류 씨는 권 위원장을 협박 혐의로 고소했습니다.

Chairperson Kwon was asked the reason for the new dress requirement. They replied: “The first time we tried this, the reaction was very positive. Because of that, the female referees themselves made the recommendation,” further explaining that “that was the only reason for this new requirement.”

Ryu is now suing Kwon for intimidation. (End)

Hat tip: 젠더 뉴스 읽기@readinggendernews

Related posts:

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

#MeToo to meat: no more soju calendars with nearly nude women in South Korea

Estimated reading time: 6 minutes. Photo by Tan Danh from Pexels.

No, not normal soju posters and calendars, but these ones (NSFW) and these ones by Hite-Jinro and Oriental Brewing respectively. I’m not surprised seeing them in restaurants (NSFW) made so many people uncomfortable (seriously, where would you look?), and wasn’t exaggerating when I was quoted in Crystal Tai’s article that “assuming that pictures of nude women [is] all that is required to [get people to change soju brands] is just patronising and insulting.” Perhaps that’s why my tweet about them below, a simple link to a news article, gained such traction:

Please read Crystal’s article for more information on what all the fuss is about. And, for even more information, here are some of my original email interview questions and answers:

Q) When did you first notice soju posters of women and such calendars around you? Do you remember the first time you saw one?

I noticed them immediately after I arrived in Korea in 2000, because they were ubiquitous; the level of alcohol advertising in New Zealand couldn’t begin to compare. I didn’t pay them much attention until about six years later however, because all of a sudden many soju companies started depicting women in revealing clothing and more sexualized poses in their posters, which was a big shift from the virginal depictions of the previous two decades. Soon after, this trend was further accelerated by the liberal use of K-pop stars as endorsement models, as gaining notoriety through revealing campaigns was and remains a win-win for both their entertainment companies and the soju companies.

That said, soju posters are just another means to “consume” a celebrity by fans, who generally must assume the same persona whether they’re in a talkshow, MV, or a soju commercial.* So, despite the trend, by no means are all soju models sexualized today: “innocent” IU, Son Na-eun of Apink, and especially Suzy (of the former Miss A) all tend to be depicted virginally in their own campaigns, the latter despite her having been in several high-profile relationships.

(*Hat-tip to to friend and SNU Associate Professor Olga Fedorenko, whose book chapter I was channeling just a little too directly there!)

Q) What do you think such images mean to Korean men? Why do you think they are often surrounded by such images at bars, pubs, gogijibs (meat restaurants) etc?

It’s unlikely they hold any special meaning that they wouldn’t hold for men of any other nationality. As for their being surrounded by such images however, this is likely because Korea is in many ways a very homosocial society, with many unspoken but strongly-defined separate spaces for men and women. Note that most middle and high-schools were single-sex two decades ago, that almost all Korean men do approximately two years of military service, and that Korean women still struggle to retain their jobs after childbirth, those that succeed often having to leave mandatory after-work drinking gatherings early to look after their children while their male colleagues continue drinking elsewhere. Consequently, while coffee shops are strongly associated with women, and feature in many complaints and negative stereotypes about them, the atmosphere in bars and restaurants that sell a lot of soju can sometimes feel very off-putting for anyone that isn’t a middle-aged Korean man.

(Image: This interpretation in this video analysis is maybe too much. Yet I can never pass Na-eun’s poster below without thinking about that bottleneck on the left!)

Do you think that the Me-too movement and recent feminist movements really play a big role in Hite-Jinro’s decision to discontinue such calendars?

Given the recent news that “racequeens” are going to be phased out of the racing industry,* as well as calls to do the same with cheerleaders at sporting events, then the timing can hardly be a coincidence. But it may also be a convenient excuse for decisions already made. Unless revealing soju posters are also part of a creative and memorable campaign—which these calendars definitely are not—then it’s extremely debatable whether they ever have any real influence on Korean men’s consumption choices. In my own experience, their tastes in soju tend to be very regional, and they tend to stick to the same brands throughout their lives. Assuming that pictures of nude women are all that is required to change their minds is just patronizing and insulting, so I’m both glad and not particularly surprised that alternative strategies are now being attempted.

(*My mistake: they’re being phased out in Formula 1, but I don’t know enough about the industry to judge what—if any—impact that will have on racing events in Korea. See here for an article about the impact in Japan.)

Do you think other alcohol companies will follow suit as well? And do you think this means the provocative celebrity posters and campaigns will change as well?

No. The calendars by Hite-Jinro were the only ones to feature nudity, and the “sporty” ones by Oriental Brewery were also much more revealing than average. But most soju posters aren’t particularly any more sexually-objectifying of women than Korean advertising in general, because that is already pervasive in the industry as a whole. To wit: in a 2015 study, women were 5.9 times more likely than men to not be fully dressed in Hong Kong television ads, 22.89 times more likely in Japanese ads, and 56.83 times more likely in South Korean ads. By no means, can soju ads be the only culprit in the Korean case!

And if that’s still not enough, here’s a small sample of related posts I’ve written over the years:

Meanwhile, I hope everyone had a happy new year, and sorry my posting has been so erratic. But I have big writing plans for 2019!

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

“W코리아가 여성을 화보에 담아내는 방식이 마음에 든다. 자기다운 모습으로 카메라를 응시하는 여성 모델들.”

Estimated reading time: 2 minutes. Image sources: @pompomiya

“I like the way W Korea portrays women. Look at the models here all staring back at the camera in their own ways.”

If I die tomorrow, my biggest regret will be never completing my epic series on the queer female gaze in K-pop. No, really. So, while I’m up to my eyeballs with that then, please allow me a quick break today by indulging myself in @pompomiya’s tweet about W Korea‘s July issue. Their point about controlling the viewer’s gaze really resonates with those made about Titian’s Venus of Urbino in my Boobs, Butts, and Biceps post, and is a helpful reminder of what exactly makes that painting so captivating. So too, of why these photos have 6,600 retweets so far.

Three of the models in them are instantly recognizable as K-pop star Amber Liu, volleyball player Kim Yeon-gyeong, and actor Han Ye-seul, but the woman in blue was a mystery. Her name is DJ Seesea (@uuuuman), and the most information about her online seems to be available at W Korea itself, either in their (Korean) article or video interview.

This is the longest performance of hers I was able to find:

Frankly, most of those tracks aren’t to my taste. But the MIXMIX TV channel itself has many more male and female DJs to choose from, and can be good background music to work to when you need a change from Chillhop Music, lofi hip hop radio, and 24/7 lofi hip hop radio. Also, DJ Seesea mentions in her interview that she used to belong to an all female-DJ line-up called Bichinda (Facebook, Twitter), sadly now dismantled but with interesting things to say about the changes more female DJs bring to clubs and the attitudes of audiences, so I’m glad W Korea gave DJ Seesea the chance to give that topic a little more exposure this summer.

Please hit me up if you know anything more about DJ Seesea or Bichinda, or about any other interesting female Korean DJs. Also, make sure to check out 6 Alternative Female Musicians For Fans Of K-Pop at Nylon, many of whom I do like and am eagerly looking for a track or MV to highlight here. Please let me know if you have any suggestions!

Update: Here’s DJ Seesea’s Soundcloud playlist.

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

An Englishman Who Writes a Feminist Blog in South Korea: Sex, Gender, and the Elephants in the Room

Estimated reading time: 1 minute. Image source: Pixabay.

Which I think is the correct translation of “一个在韩国写女权主义博客的英国人:性、性别和房间里的大象”, a long interview of me by Yiyi Zhang of Q Daily. Unfortunately for non-Chinese speakers, a lot is lost in the translation, but the gist is still there, and I’m happy that the comments generally seem to be positive. Please hit me up in the comments here if you’d like any clarification about anything in the translation, and/or if you just have any of your own questions about life, love, elephants, and what it’s been like blogging about Korean feminism for the last 11 years!

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

“I am a Woman Who Buys Condoms.”

The reaction to having a woman in a condom ad is exactly why we need women in condom ads.

Estimated reading time: 5 minutes. All screenshots via YouTube.

Korea has only ever had three condom commercials on TV since a ban was lifted in 2006, and none at all for the last five years. Korean women generally rely on men to purchase and use condoms too. I wish these realities weren’t true, and am always looking for evidence to show attitudes are changing. Yet they stubbornly persist.

That’s what makes commercials like this one for Common Day condoms so important. Produced for social media in April but only going viral this week, it’s surprisingly sweet, with messages that are very powerful in their simplicity. So why is it so disliked?

Here’s my translation of the captions:

난 콘돔사는 여자다.

여자가 콘돔을 어떻게 사냐고?

약국, 편의점, 인터넷, 성인샵에서

‘그냥, 사면 된다.’

I’m a woman who buys condoms.

How can a woman buy condoms you ask?

At pharmacies, convenience stores, over the internet, and at sex shops.

“Just buy them.”

물론 처음엔 쉽지 않았지

내가 콘돔을 사기 전까지

‘여자답지 못하네’

‘여자가 밝히네’

‘그건 남자가 사야지’

Of course, it wasn’t easy at first.

Up until the moment I finally bought them myself, I thought [people would say]:

“That’s not ladylike.”

“Wow, is she oversexed or what.”

“That’s something only men should buy.”

이런 말들과 싸워왔거든

나만 겪어본 건 아닐거야

근데, 지금은 21세기

‘그냥, 사면 된다’

Actually, I struggled with those thoughts too.

I’m sure I’m not the only who felt like this.

And hey, isn’t it the 21st Century now?

“Just buy them.”

현재의 우린 ‘자기결정권’ 이란 게 있어

생각과 말,

몸과 욕망을 스스로 결정할 권리

누가 준 것도 아니고

빼앗을 수도 없는 거야

내가 원래 가지고 태어나는 거거든!

We in the modern age, have the right to decide what’s best for ourselves

That includes rights about our bodies and our desires

This is something that wasn’t given to me, and so can’t be taken away from me.

This is something that we were born with.

예를 들면,

내가 원할 때 섹스하고

원할 때 임신하는 것

뭐 그런 거 말야

남자가 콘돔이 없을까 불안하다고?

그래서 내가 ‘그냥, 사면 된다’

For example,

I can have sex when I want,

and I can get pregnant when I want—

you know, things like that.

So you get concerned and worried when men say they don’t have a condom?

That’s why you should just buy them yourself!

난 19세기 여자가 아니거든!

난 힘이 있고,

욕망이 있으며,

모든 것은 내가 결정해

난 콘돔사는 여자다.

I’m not a woman of the 19th Century!

I am powerful,

and I have desire,

I decide everything for myself,

And I am a woman who buys condoms. (End)

Awesome, right? Yet it has 8 to 1 dislikes to likes on YouTube. Perhaps, because of this troll below, who replied to the tweet I first found the commercial on. I don’t mean to feed him, but will translate a couple of tweets from his long screed to show what Korean women, condom manufacturers, and sexual-health advocates are up against (I welcome alternate translations; being such a typical troll, he’s not very coherent sorry):

(Source.)

Jeez, this is just such typical BS from a “21st Century woman.” What is it with “women hav[ing] the right to decide what’s best for themselves,” and carrying condoms in case men don’t have them, and choosing for themselves when they want to get pregnant? This isn’t something women should even buy! Men are supposed to buy them! Can’t you make a condom commercial for men instead?

And later, after discovering that the CEO of the promotion company behind the campaign is—wait for it—a man himself:

(Source.)

Ah, now I get it. Your company often provides junk information in its twitter promotions, like you did while selling diet supplements once. In this case, you just make a commercial with commonly-used feminist words thrown in, as you know women will automatically buy anything that says “feminist.”

Sigh. Please head over to YouTube and like the video right now, to encourage more feminist commercials like it. And please share this post and the video too! :)

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