Images of British Material Culture in Korean Newspapers 1920-1999

Despite the prominence of Britain in the Korean diplomatic and academic traditions, the popular perception of Britain has received little scholarly attention. This article attempts to reconstruct Korean perceptions of Britain by analysing a total of 565 articles from six major daily newspapers from between 1920 and 1999 that address British materials, merchandise, brands, consumption patterns and related aspects. The image of Britain embedded in material culture as portrayed in Korean newspapers reflected aspects of Korean-British dynamics that were far more diverse and multivalent than indicated by common diplomatic concepts or textbooks. This study has shown that while Britain was largely viewed as a role model for modernisation in Korea, its image underwent a series of transformations in which its authority as an influential country was often challenged. From the late nineteenth century onwards, British goods were circulated in Korean markets. These goods enjoyed considerable popularity among Korean consumers throughout the twentieth century. Burberry especially stands as an exceptional case as it penetrated deeply into Korean daily life. Burberry was often used as a generic pronoun, and acquired unique prestige as a royal-approved British brand, a favourite target for counterfeit manufacturers and a symbol of high social status.