Point of view: The gender-neutral Korean

This article explores the dual aspect of Korean society in which one side is gender defined, and the other is gender neutral, and how are brands responding to this.

Point of view: The gender-neutral Korean

Edward Bell

There may be something in the kimchi. If you contributed one of the 2.5 billion views of Psy's Gangnam Style, you would be forgiven for believing that South Korea is an open land where gay frivolity rules. But in reality, it is a macho society where

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands