Posted by WATATAWA on November 7, 2012
Suddenly Korea has an international profile – not built on its cool smartphones or much-better-than-before-cars; and certainly not the product of its ponderous Presidential Council on Nation Branding.
No it’s all down to a chubby young man singing while he pretends to ride a horse.
Well not quite all – because it would be unfair to suggest that Korea is a one-trick pony but, as The Financial Times pointed out last week, rapper Psy’s ”Gangnam Style” is “an unexpected godsend” to the country. Especially so, after years of economic growth and technological innovation haven’t managed to entirely banish the ghost of MASH.
Not since “Borat” and Kazakhstan – in a far more extreme and cruel satire (but one which ultimately has had an upside for that country) – has one man done so much to focus the spotlight on an entire nation.