[Guest Column]New brand, `Korea, Sparkling`

Before moving to Korea several years ago for my job, I had almost no concept of what to expect upon arrival. At the time, an adventure into the unknown was exactly what I was looking for, and I was happy, even proud, to be venturing into an Asian country which not only I, but virtually none of my friends or acquaintances, knew very much about.

I had very clear concepts of what Japan would look like, what Japanese sounded like, how their food would taste, and relatively clear expectations of how Japanese people would look and act. The same was true of China, and in general Southeast Asia, but I hardly had a clue when it came to Korea.

Several years into my stay here, and many trips later into neighboring countries, I am perplexed by the extent to which people are familiar with other Asian cultures, foods, religions, people, language and practices, and painfully unaware of what defines Korea. Many people will make comments upon hearing that I reside in Korea, such as "Is that North or South Korea?" To which I am often only capable of giving perplexed stare in return. Others will hesitatingly question if this is the country where that red, fermented cabbage dish comes from, but that`s about the extent of it.

Each destination has its own appeal of some sort whether it be a famous landmark, ancient attraction, exotic cuisine, beautiful scenery, cultural heritage sites etc., that appeal to the world traveler, and this is including, not excluding, Korea. So why has so little information on the treasures found within the boundaries of this often overlooked peninsula had such little success in finding its way into the hearts and minds of travelers in distant lands?

Whether this is the direct result of a lack of good marketing and public relations, the narrow-mindedness of travelers and travel writers who, when venturing into the region, prefer tried, tested and true neighboring destinations such as China and Japan, is irrelevant - the fact is, I am growing tired of feeling like a one-person marketing campaign for Korea whenever I venture home or abroad. I find myself spending increasingly large amounts of time describing to fellow travelers and family, the myriad of ancient heritage sites, the awe-inspiring granite mountains that can be accessed within a half hour from my home in the center of Seoul, the abundance of modern facilities and digital leadership, a tumultuously history that makes for great storytelling, and an array of vibrant cultural practices that can all be experienced here.

For this reason I was very happy, and relieved to be honest, to have recently learned that the Korean Tourism Organization has finally decided to launch the first-ever official tourism brand, "Korea, Sparkling," to help communicate to the world the incredible diversity of Korean riches available here, while conveying the promise of a unique and emotionally uplifting experience. The new brand, just recently released, hopes to capture and convey all things vital and exciting that Korea is the thriving home to, and appeal to travelers interested in experiencing an all-new kind of Asian adventure.

In the three-plus years I have lived in Korea, I have come to amass a list of favorites; favorite foods, favorite sites, favorite seasons, and favorite things, all of which I tried and expose myself to as much today as when I first arrived. I hope, in doing so, that I will be successful in embedding the deeply rich experiences firmly in my mind to be called upon with fond regard once I am gone.

Some of you may be wondering more specifically what those favorites are, and so as part of the self-imposed duty to share such things with those near and far, here is a list of just a few of my favorite Korean things that I highly recommend you keep your eyes, ears, and senses open to when venturing into South Korea, and yes, that`s South, not North Korea.

For starters, I happen to live in what I consider to be one of the most aesthetically beautiful areas of Seoul known as Buckchon. It is a community filled with traditional Korean homes known as Hanok. I happen to live in one as I was lucky enough to have found one available to rent - in of its own, a privilege not many are afforded. The area is quieter than the buzzing, digitized, neon-lit center, but is only minutes away from the hustle and bustle. The area is home to a resident population of artists, artisans, renowned chefs, merchants and more - all interested in holding onto Korea`s more traditional way of life, but with a contemporary spin to keep things always vibrant and interesting. In general, a wonderful combination of traditional and modern elements that evokes an emotional experience I have failed to experience elsewhere and which has enriched my life significantly and hopefully permanently.

If ever I am in the need of lifting my spirits and transporting myself into a state of calm and awe, I will simply go for a walk in any number of Seoul`s stately and unique palaces - my favorite happens to Biwon, a serene and delicate palace, and also home to the ancient and magical "Secret Garden." The architectural wonders of the individual buildings sit surrounded by perfectly manicured grounds, beautiful nature, and an overall sense of ancient history. And if this weren`t enough, it`s minutes from the center of Seoul - talk about a riveting blend of old and new.

I could go on and on I suppose, but I should really leave something for you to discover on your own. I will say however, that while living here I have attended more gallery exhibitions, international performances, discovered an underground music scene that never fails to entertain, climbed more mountains, become more "switched on" to digital technology and communications than I ever expected, and learned more about the rich cultural, historical, and social nature of one of the regions no-longer-to-be-overlooked countries - let`s hope "Korea, Sparkling" can help ensure that.





Daniel L. Treinen is an associate principal of Kohn Pedersen Fox Associates, PC. - Ed.