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I’ve introduced my current my method of learning Korean in a previous post and I thought it will be nice to share some of the interesting issues in Korea and to generate some discussion. I want to bring Korean content to the broader English-speaking world ^^

Source: “브랜드 아니면 안 써” 초등생 가방 20만 원대

Korean elementary children’s school bags are getting ridiculously expensive. Branded bags are in high demand, especially those in limited editions. These branded bags are usually sold in shopping malls, priced at an average of 159,000won and can go up to 290,000won. Due to the competitive nature of Koreans, parents are concerned that their children will become 왕따 (outcasts) if they are seen with ‘cheaper bags’.

The news interviewed a elementary school girl (year 3) who said that ‘bags with cartoon characters are cute.. but there are quite a number of my classmates with branded bags’.

Looking at it from the perspective of a kid, I wouldn’t want to be seen with a ‘shabby bag’ whereas all my classmates have ‘nice bags’.

I remembered how Billabong, Roxy and other American surfer brands were the trend in my middle school days in Singapore. Each bag cost around $60 (55,000won) or so and everyone wanted one, and so did I. I didn’t even like the design that much, it was just the mentality that I don’t want to ‘fall behind’ and I want to have a common topic with my friends too. Looking at it from now, it’s a silly mentality, but so common among the kids. Such trends, although unhealthy, are common everywhere but Koreans seem to bring the competition up a notch.

I wouldn’t really blame them for wanting one when you look at the designs. Even I get very excited looking at the nice designs. I’ve never seen nicer bags than these. I want the 2 bags on the right of row 1 and 2!!! But that is besides the point.

source: Bean Pole’s official blog

The news also mentioned that the trend for high school students seem to be expensive North Face jackets, and branded backpacks are the current ‘hot item’ for the elementary kids.

True.

I did not come across / pay attention to elementary kids when I was in Korea, but I did notice that majority of high school students were wearing North Face jackets in winter. The color seems to be standard too – black. I didn’t give much thought to it until I went into a North Face store and realized that each jacket easily cost 250,000 or more. How can so many students, or their parents, afford such expensive jackets? I know they are of good quality and probably can last quite a few years, but essentially you are still paying a premium for the brand, especially since it’s imported.

Whose fault is this? The brands who are actively targeting the kids market (and their parents)? The competitive nature of Koreans? Brand consciousness?

The idea of brand consciousness and competition seems to pervade all levels of society. Designer bags are common in universities and most of my friends own something from Bean Pole at the very least.

Go down to Sinsadong (신사동) on a weekday afternoon. You will see socialites (or wannabes) decked in branded goods from head to toe and there seems to be specific spots they love, one of which is the open concept cafe COFFEE SMITH.

It seems to be the place to be seen in. I would want to try it next time I’m in Seoul in summer. I will try to stand out in my t-shirt, shorts, backpack and slippers – bringing some Singaporean style to Seoul.

Back to the issue, it does seem like competition and brand consciousness is a serious problem in the society, especially when it trickles down to the kids. When I was a kid I have no idea what branded goods are. The same can’t be said for the younger generation.

If I am a parent, I definitely would not want to encourage such unhealthy competition. But this is not something I can change on my own and I would not want my kids to become outcasts and force my morals on them and make them carry shabby bags and refusing to listen to them. Yet, I wouldn’t want to spend 159,000 on a bag. I’ll settle for something in between. >.<

My conclusion? Having kids in Korea is gonna be so expensive.

What’s your opinion on the issue? Feel free to share!

p.s. Those who know me know that I don’t really like to write opinionated articles on the blog to avoid generating hate and anti-fans. We will see how things go. I love an intellectual argument, but no hating please!

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Tips for Korean learners!

Like I say, try to watch and listen to the audio first! If you come across an unfamiliar word, try to hear what it is and then search it on the dictionary. It’s difficult to ‘recognize an unfamiliar word’, but it trains your listening ability. Only when all else fails, look at the transcript to see what the word is. Then listen to the audio again to see if you can recognize the word.

^^

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