Dear Korean,
We've all heard it and we all love it, but what exactly is Gangnam Style and what makes it so popular in your opinion?
Chris
The Korean tried. He really tried to avoid the fad. He thought this was going to blow over in a few days, and everyone will feel a bit silly afterward. But no . . .
Gangnam Style just kept coming on -- 273 million views and counting, appearances on network televisions shows, continuous climb up the charts and numerous homages to the original. (The latest one: from the Ohio University marching band.) Questions about Gangnam Style just kept coming also, even though the Korean has been slower with blog updates.
So, FINE. Let's discuss Gangnam Style. First, what exactly is "Gangnam Style"? "Gangnam" literally means "south of the river." But generally, Gangnam refers to a specific area in Seoul located south of the Han River that bisects the city. The area generally encompasses the northern half of (confusing name alert) Gangnam-gu and Seocho-gu, covering neighborhoods like Apgujeong, Sinsa and (confusing name alert, again) Gangnam. It is an area with posh malls, expensive dining and swanky clubs. People who populate those areas are rich, stylish and beautiful, carrying all the appropriate status symbols like imported cars and fancy handbags. They are often celebrities or heirs of Korea's magnates.
The Korean was raised in Apgujeong, so he is the original Gangnam man. And it has been a little bit funny to see his old home described breathlessly as some place that "has no real equivalent in the United States. The closest approximation would be Silicon Valley, Wall Street, Beverly Hills, Manhattan’s Upper East Side, and Miami Beach all rolled into one[,]" according to the Wall Street Journal (quoting this clueless blogger.) Finding the U.S. equivalent of Gangnam is quite easy: it's West Hollywood / Beverly Hills. It has celebrities, style, money, and nice homes and good schools just behind those flashing lights.
(Aside: This "no equivalent in U.S." trope is really overused, and in this instance, the comparison is clearly hyperbolic and incorrect. Gangnam is obviously not a Silicon Valley, since there is no huge concentration of tech companies in Gangnam. Nor is it Wall Street -- that would be Gwanghwamun / City Hall area, north of the river, where all the major banks have their headquarters. Gangnam is not Upper East Side either, since Gangnam is decidedly nouveau riche. The old money of the kind that occupies the Upper East Side of New York is found in Yeonhee-dong of Seoul, north of the river. The Miami Beach comparison is too dumb to address.)
So when PSY speaks of "Gangnam Style," he means to invoke the trendy, stylish image. But of course, what PSY ends up doing in the music video is a parody of such image. He is wearing a ridiculous suit and dances a ridiculous dance. He appears in decidedly un-Gangnam areas: children's playground, on a paddle boat, riverside park, a bus with a disco ball, etc. A couple of times, PSY does encounter what might be fairly close to a Gangnam-type occasion -- a man driving a fancy car (a cameo appearance by the legendary comedian Yoo Jae-seok,) and a beautiful woman (cameo by Hyuna from the girl group 4Minute) flirting. But those moments quickly dissolve into another round of ridiculous dancing.
(Aside: If you immediately understood the relevance of the bus with a disco ball, you have a black belt in Korean culture. The "party" bus is usually for older Korean men and women, who would like to dance away from the public view. To release their urges to shake it, they would charter these buses with total strangers and have a mobile dancing session. By the way, those old Korean folks dance about as well as your parents. It is probably the most un-hip mobile party in the world -- which fits perfectly with Gangnam Style's aesthetics.)
Having said that, what made Gangnam Style so popular?
(More after the jump)
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