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네이버 공유 카카오 공유 트위터 공유 페이스북 공유

Enhancing the Image of Korea among the People of Russia

The “Korea Festival 2007” was staged in Moscow from August 23 through September 1. Following the “Russian Nights 2006” held in Seoul last year, this festival was presented in Russia as part of an annual cultural exchange initiative, which is hosted in alternate years in Korea and Russia. As such, the festival served as a meaningful and comprehensive presentation of Korean culture, well exceeding previous one-time performance events in terms of scale, variety, and the number of participant art/cultural groups.
As for the preparations for the festival, which included the selection of participant groups and the performance contents, this process was overseen by SBS Productions, Stas Namin Center of Russia, and the Korea-Russia Exchange Society of Korea. For the “Russian Nights 2006” held in Seoul in September last year, the featured activities included performances by the Russian rock group “The Flowers,” the Moscow Symphonic Orchestra, Theater Ten (shadow show), Olga Pona (contemporary dance), and the Mtensk District (Lady Macbeth opera).


To introduce Korean culture, this year’s festival in Moscow included such activities as traditional Korean music by the National Orchestra Company of Korea; “Korea Fantasy” by National Dance Company of Korea; “Good Morning B-Boy” musical; “Obstinate Daughter” by Korea National Ballet; marionette performance by the Hyundae Puppet Theatre; retrospective of films by Director Im Kwon-taek, including “Festival” (Chukje), “Painted Fire” (Chi-hwaseon), and “Low Life” (Haryuinsaeng), as well as other Korean films like “Virgin Stripped Bare by Her Bachelors” (Oh! Sujeong), and “King and the Clown” (Wangui Namja); and a roundtable discussion of ways to promote further exchanges between Korea and Russia. In addition to the events in Moscow, the National Orche-stra Company of Korea presented a concert at the St. Petersburg State Conservatory Theater (August 25), with support from the Korea Foundation.
Above all, the foremost significance of this year’s festival was the large-scale presentations of Korean performing groups, including several national organizations, in Moscow and St. Petersburg. In fact, despite bilateral cultural exchanges in various sectors since the opening of diplomatic relations, the introduction of Korean culture in Russia has been quite limited thus far, which contrasts sharply with the active staging of Russian performing arts groups in Korea. It seems that performances in Korea of Russia’s world-known ballet companies - the Bolshoi and Kirov - at the time of the 1988 Seoul Olympic Games triggered an enthusiastic response to Russian culture, which previously had been rather inaccessible to the Korean general public.

Thereafter, Russia’s culture and performing arts have been steadily presented in Korea. For example, in 2006, about 60 cultural activities, including Russia-related music, dance, theater, and exhibition events, were held in Korea. This is likely due to the fact that the Korean people have acquired an appreciation of Russian arts, especially its literature, music, and ballet. In contrast, only about 10 events related to Korean music, dance, exhibition, and cultural activities, including those with private sponsorship, were held in Russia in 2006. In large part, this is the result of a low level of familiarity with Korea among the Russian people, as well as a lack of information and established channels for undertaking exchange activities with Russia.
From the time of my arrival in Russia, as the director of the Foundation’s Moscow Office, I have always been curious about the kind of images of Korea that are in the minds of the Russian people. First, I found that people think most about Korea in political terms. In this regard, North Korea-related news tends to have a negative impact on the image of South Korea. It is often the case that people in other countries know little about the actual differences between North and South Korea. In fact, I find myself rather dumbfounded when people ask me whether I am from the North or the South. You can feel much more acutely about the importance of conveying a proper image of our country when spending time abroad.

Second, the Russian people seem to think of Korea as an economically developed country. I have come to believe that the positive image of Korea, among the international community, is largely attributable to the efforts of Korea’s leading businesses, such as Samsung, LG, and Hyundai. Especially in Russia, which is emerging as a key market for Korean-made products, including Hyundai and KIA automobiles, Samsung mobile phones, and LG home electronics, which Russian consumers desire and regard as high-quality products, this awareness does much to promote positive perceptions of Korea. Accordingly, I would like to express my respect for the global success of these Korean entrepreneurs.

Third, there is a matter of cultural perceptions toward Korea. Russia regards the area west of the Ural Mountains as a European Russia, while thinking of the area east of the Ural Mountains, including Siberia and the Far East, as an Asian Russia. However, the prevailing sentiments of the Russian people indicate that Russia is very much Europe-oriented. This is especially true of Moscow and St. Petersburg, where much of Russia’s government and culture is concentrated. Although the Far East maintains a greater interest in Korea, in terms of political and economic matters, it could be said that all of Russia is quite unfamiliar with Korean culture. Therefore, it is somewhat premature, at this time, to talk about the Korean Wave, or Hallyu, in Russia.

One interesting phenomenon worthy of note is the popularity of Japanese restaurants. I have been told there are about 600 Japanese restaurants in Moscow, which far exceeds the number in any other European city. According to a Moscow Times article, in 1997, the translation of a novel by the contemporary Japanese writer Murakami Ryu gained widespread popularity among Russian society. And ever since then, Moscow residents have shown a keen interest in Japanese culture. Of course, it is likely that other factors are also involved, but this does demonstrate the potential impact that can result from cultural influences, such as a popular literary work.

The Russian media reports on Korea-related news quite often. News about current affairs, however, have failed to leave a positive impression of Korea on the Russian public. Relations between Korea and Russia are also affected by their geographical distance. Based on the recent surge in oil prices, Russia is now seeking to become one of the five-largest economies in the world. I think that Korea needs to noticeably step up its tangible and intangible investment in Russia. As such, efforts undertaken by the Foundation, through its various programs and activities, should be part of this investment.
In particular, it is important for cultural exchange and cooperation to be conducted in a more efficient and organized manner, based on accurate information. In this way, these efforts can produce more fruitful results. For example, the planning for the “Korea Festival 2007” could have been more effective if there was a better understanding of local conditions. Nevertheless, the performance of the National Orchestra Company of Korea in St. Petersburg was a notable success.

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