This is a post the official Korea Tourism Organization had on their Facebook wall recently.
If you could pick only ONE word to describe Korea, what would it be?^^
- No country, city, person, object, or even color (how many “blues” are there?) can be adequately described with a single word – especially not an all-encompassing, generic word.
- Countries are naturally combinations of thousands of elements, traditions, characteristics, and experiences. To try and describe them all with ONE word is like trying to paint the Sistine Chapel with a single color of paint.
- Adjectives, even those that sound specific (“Incredible India” anyone?), are far too generic and can be applied to any number of other countries, or positive AND negative experiences (“Incredibly terrible service at that restaurant.” or “Is Japan really as incredible as people claim?”).
- Any single word (or country) may be misunderstood by a reader. Take “Korea, Sparkling” for example. Many tourists thought it meant “sparkling soda.” Take “Korea” for another example. Many Americans immediately think of North Korea whenever that word is mentioned. The connotations of both of these aren’t beneficial to a tourism campaign.
- I chose a verb to invite people to learn about and experience Korea for themselves.
- I use THREE adjectives to help people begin to picture and understand Korea as it is – a vastly diverse country, both very ancient (with a history of over 4,000 years), and very advanced (with some of the most technologically advanced companies on Earth – Samsung (who makes the chips inside Apple’s devices), LG (who makes the displays in Apple products and is working on electronic paper), and Hyundai (who makes excellent cars). In fact, the contrast of Korea’s opposites – modern and ancient, business and family, work and pleasure, healthy eating and personal vices (drinking and smoking) – are what makes Korea so Unforgettable. These polar opposites that are present throughout every aspect of life in Korea create a magnetic attraction to the country that is unparalleled by surrounding countries.
- The logo text of “Korea” is a variation on the Korean alphabet itself: “ㅈㅇㄹㅌㅅ” The Korean alphabet is smashingly simple to learn, with only 24 “letters” and is a proud achievement that needs to be acknowledged by any tourism campaign.
- The logo is a variation of the iconic yin-yang symbol on Korea’s national flag. I took the yin symbol, and rotated it around to form the shape of a flower. Additionally, each color of the logo represents a different, unique, and unforgettable aspect of Korea. Tourists should strive to experience each of these six aspects of Korea in order to get a full understanding of the country Korea is. Beginning at the top red mark, and moving around in a counter-clockwise manner (toward pink), the colors represent: 1) Spicy Food, 2) Traditional Culture, 3) Advanced Technology, 4) Endless Adventure, 5) Ancient History, 6) Breathtaking Nature.