Hard work comes free

The Embassy of the Republic of Korea, which is located in Stockholm, in October commemorated the 20th anniversary of diplomatic ties between the Republic of Korea and the Republic of Latvia with academic and playful events, such as the Korean Food Festival and the Korean Movie Festival. Ambassador EOM, Seock-Jeong arrived in Riga to preside over the festivities. Part of the ambassador’s mission is to improve relations between the two countries, and to help facilitate them in getting to know each other better. The Korean ambassador, together with the Republic of Korea’s cultural attaché, Jin Hong Rim, met with The Baltic Times to talk about how business and cultural relations are developing.
 

What are your activities on this trip to Riga?

Ambassador: I came here to commemorate the 20th anniversary of diplomatic relations between Latvia and Korea. This year we have done a lot of things [for this] commemoration. Maybe you know that Prime Minister [Valdis] Dombrovskis made an official visit to Korea in June. From Korea, the Speaker of Parliament, Mr. PARK Hee Tae, made an official visit to Latvia. Mr. PARK Hee Tae is the highest ranking official from the government to make an official visit to Latvia. I think that the two high ranking officials’ exchange of visit between Latvia and Korea will provide good momentum to expand bilateral relations between the two countries. This year, Korea and Latvia concluded two agreements. The first was in March, the agreement on mutual accreditation of driving licenses. That means the Korean driving license will be [recognized] by the Latvian side.

Do you drive on the right or left-hand side of the road?

Ambassador: It’s the same [laughter]. The Latvian license will be [recognized] by Korea. The day after tomorrow I will sign a cultural agreement with the Latvian Minister of Culture; the agreement [will be] on cooperation in the fields of culture, education and youth and sports. I think, on the basis of this, it will expand cultural exchange, and also in the field of education, for example the exchange of students, the exchange of sports teams. Also, the exchange of congratulatory messages between the two presidents, on the occasion of the 20th anniversary of diplomatic relations.

Have you met with President Andris Berzins yet?

Ambassador: Not yet. I presented my credentials to former President [Valdis] Zatlers, in May. When Prime Minister Dombrovskis made an official visit to Korea, Latvian businessmen accompanied him, and the Latvian businessmen met with Korean businessmen. In May, the business organization KOIMA – Korean Importers Association – they visited Latvia in May where they had contact with Latvian business. It provided them with networking.

What types of products?

Ambassador: We import from Latvia timber. We export to Latvia cars.

That’s kind of an imbalance in the level of value-added products.

Ambassador: We recorded a trade surplus; we’re very sorry about that [laughs]. I found that the Latvian economy is a service-oriented economy. You don’t produce a lot. I think that your economy is based on the service sector, 60 or 70 percent. We export cars, electronic goods.

What should Latvia do to improve increase value added industries?

Ambassador: This year Samsung established a call center here. They are doing very well, very efficiently, at a low cost, compared to in Scandinavian countries. The call center is a strong point.

What about Latvia as a center for manufacturing, for Hyundai…

Ambassador: I’m not a businessman. They will think it over, but the main element to produce in foreign countries is the labor cost. Also the social infrastructure, and efficiency of the people, skills.

For you it’s too soon to tell…

Ambassador: In that respect, I’m not an expert. I’ll try to introduce this [pulls out a DVD]: this is a very famous Korean TV miniseries. It’s been broadcast in more than 70 countries, in most Asian countries, but very few European countries. Before coming here I was Korean Ambassador to Hungary. I found that Korean culture is not well known to Hungary, and here also. In Hungary I succeeded in broadcasting this TV miniseries through Hungarian state TV channels. I introduced this miniseries to the Hungarian people. I will try here.

This is part of the second agreement you mentioned? Between exchanging culture?

Ambassador: It has nothing to do with this.. but through this TV miniseries we can introduce Korean traditional foods, Korean traditional costumes. [It shows that] Koreans are very hard-working people, and [shows] goal-oriented women as a success story. It’s a very long series, and very interesting. It’s composed of 54 episodes. In Hungary, the people always watch [foreign films] that are dubbed, but here it is subtitled.

These are good values that you’re bringing here.

Ambassador: It’s very interesting. It’s a story about the 16th century, in the royal court; in the kitchen they prepared food for the king. To become head of the kitchen, they made a competition to make the best food.

Jin Hong: It gives you a kind of pleasure to the eyes.

Ambassador: The food is very beautiful. And the costumes are beautiful.

Why is food in Asian culture so artistic? It is beautiful to look at.

Jin Hong: Let me put it this way: in Western food, the impression I get is as a guest you are served with the food. Separately from the food they usually put flowers on the table to give decoration; in Korea, we thought food, aesthetically speaking, should give pleasure to the guest at the same time. Not only to please the palate, but to please your eyes. If you watch this series, this girl, with a humble background, tries to please the palate of the king. She’s doing her best, from [being] humble, and is made famous with her hard work, and when you see this TV series you’ll realize Koreans are trying to add aesthetic dimension to the food… color. We don’t put flowers on the table because the food itself is there.

Ambassador: When I came to Latvia I found that the Latvian people are very hard working people. Do you agree with me?

Not always, but yes. They have that trait.

Ambassador: When I met Latvian government officials, they have strong passion for the national development. Latvian people have a very strong spirit, tempered by the historic difficulties.

I’d say that is conditional; there was a hard work ethic, but, the Soviet regime destroyed the work ethic. These countries are in the process of rebuilding.

Ambassador: I firmly believe that, sooner or later, Latvia will achieve the national development, economic development.

Any idea when?

Ambassador: I don’t know. Many diplomats are saying that. The Ministry of Foreign Affairs, [is] very well organized, [it] works very efficiently. I think the other ministries are also very well organized.

The history… there are similar things between the Baltic States and Korea. What would you recommend for the Baltic States to do to reach Korea’s level of economic development?

Ambassador: I’ll tell you. I was asked by many, working in Hungary, what is the main element of Korea’s fast economic development? At the time, I told them [there are] three elements - Korean people are very hard working people. The second element is the education. All the Korean parents would like to put all their financial resources into their children’s education. Education is a very important element in Korea. Third, we had the right leader at the right time.

So that’s a bit of luck.

Ambassador: [These] three elements are the main factors in Korea’s fast economic development.

Without the other two, the right leader may not have an effect. For Latvia, you can’t guarantee you’ll have the right leader.

Ambassador: I can’t say. You have the right leader now.

I hope we do. But you can work on the other two. Does it take money? America spends a lot of money on education.

Ambassador: Hard work doesn’t need any money. Korean society… we are not rich in natural resources, but we are very rich in human resources. Korean society is very competitive; in Korea many people are working very hard [in order] to survive in society. Without working hard, they lose in the competition. If they lose, the social insurance system is not well-equipped, like in Sweden and other European countries.

That’s partly the reason for the competitive society?

Jin Hong: It’s very common to see students, like high school students, coming back home from school after midnight; it’s something unthinkable in Western Europe. [They] want to go to one of those prominent colleges to ensure their success after graduation; they are driven to work very hard.

The prominent colleges are in Korea, or abroad?

Jin Hong: In Korea, as well as abroad.

Ambassador: In Korea we call it SKY University. ‘S’ stands for Seoul National University; ‘K’ is Korea University; ‘Y’ is Yonsei University. In order to enter SKY University, it’s very competitive. High school students say that if they sleep 5 hours, they will lose. If they sleep 4 hours they will succeed. It’s very tough, so high school students study very hard. Many students go to the U.S. to study. In the U.S. among the foreign students nowadays, no. 1 are Chinese students; no. 2 may be Indian students, or Korean; no. 4 are Taiwanese.

What do you think when you look north, to North Korea?

Ambassador: Nowadays relations between South and North Korea are gradually getting better. And last month, in September, the heads of the six party talks of South and North Korea had a meeting in North Korea to talk about the resolution of the North Korea nuclear issues. They made some progress. And last week the Korean president made a state visit to the United States and the Korean president and U.S. President Obama discussed this matter, and now we expect a second meeting between the U.S. and North Korean ahead of the six party talks, to be held somewhere in Europe. Now there is gradual progress in relations between South and North Korea.

Could the two Koreas march together in the new Olympic Games in London next year?

Ambassador: We hope. Some years ago we had the Korean flag, and under the Korean flag South and North Korean teams entered together. It was in Athens… But I cannot say at this moment something about next year, if we can do it or not, because I doubt…

But would you like to?

Ambassador: Of course, but the relation is not so good… Anyway, there are some possibilities, but for now I doubt it… But there are some gradual improvements in the relations between the two Koreas.

What are your main worries about the Taiwanese and Chinese relationship today? Are there more worries, or it is more optimistic?

Ambassador: Optimistic, nowadays. The relationship between mainland China and Taiwan is getting better and better. Some time ago I read an article about mainland Chinese students who can apply to universities in Taiwan; I was very much surprised about news like this. This is a good step.

How can we get Korean students to study more in Latvia? Lets talk about cross cultural and professional exchange…

Ambassador: I think, on the basis of the cultural agreement, Latvian University will have relations more with Korean universities, Latvia University has a kind of cooperation with Korean universities and they can exchange. They can implement the exchange program between Korean universities and Latvian universities.

But is it possible now to do this? Because in Latvia there are a lot of students from other European countries, but not so many Korean students.

Ambassador: Because the Korean culture is not so known by the Latvian people.

Jin Hong: But we have a few Korean exchange students living and working in Latvia. How many I don’t know, but a quite few…

Is Korea thinking about opening an embassy in Riga? You are now working in Stockholm. Could we have an embassy here very soon?

Ambassador: Now the Korean government is considering to establish an embassy here, but you know that the world economy is not so good. So, the Korean government is also influenced by the world economy. Nowadays the Korean government is also implementing austerity measures, so the Korean government is considering establishing here in Riga on a rather small scale. Just for Latvia.

For the three Baltics States?

Ambassador: No, just for Latvia. Only in Riga.

What happens with Lithiania and Estonia?

Ambassador: Estonia is covered by the Korean embassy in Finland; Latvia is coverd by Sweden, and Lithuania is covered by Poland. But they still would we covered by Poland and Finland. We [will] have a small scale, maybe a charge d’affairs, I will still be the Korean ambassador in Latvia from Stockholm. But we would have an agency here who facilitates the improving relations; it’s the first step.

What is the image of the Baltics in Korea?

Ambassador: To Koreans, Latvia is known for its very famous world musicians: Gideon Kramer, Inese Galante. Those are names known to our music fans. Nowadays, the number of Koreans is incresing their travel to the three Baltics States. So, in Korea travel agencies are organizing trips to the Baltics States with the Scandinavian countries, or with St. Petersburg. I think that more and more Koreans will travel to the Baltic States and I understand in 2014 Riga is designated as the Capital of European Culture. I think this is a good atraction for Korean tourists to visit Riga.

And in the opposite direction, what is promoting Korea in the Baltic States?

Ambassador: With this [shows DVD]! Korean culture is not well known in Latvia, yes, I know . The Chinese culture and Japanese culture, our neighbors, this is a big giant compared to Korea. And compared to these, Korean culture is not known to Latvian people. So that’s the reason I want to introduce this.

And how to do this?

Ambassador: Through Latvian TV channels

Have you talked with Latvian TV?

Ambassador: Not yet, but I will. And the same in Sweden. I am trying to introduce this to Swedish people with Samsung and energy. They will sponsor the advertisement of this. Business and culture are connected to help to each other. I think the Latvia broadcast system won’t be responsible for any of the cost, because Samusung and energy would sponsor the advertisments and they would pay all the broadcasting expenses.

Is this video in the U.S. also?

Ambassador: In the U.S., ethnic Chinese, ethnic Japanese and ethnic Koreans watch this, and China and Japan the viewership is more than 90 percent.

Jin Hong: That means most of the population is glued to the television during primetime.

What about bilateral cooperation, in terms of short term, for the next two years? For example, in diplomacy, tourism…

Ambassador: The Korea-EU free-trade agreeemet took effect on July 1 this year. This agreement would make a contribution expanding the trade volumes between the two [regions].

But which way it the trade going now? Is it mostly Korean goods that are coming here?

Ambassador: Yes, in this respect I am very sorry. This year, in May, KOIMA made a commitment to buy some Latvian goods. It is a good sign. We are making some efforts to import some Latvian goods to Korea. I think that many Koreans, many businessmen, should travel to Latvia because, last time, in May, I met a Korean businessman in Riga and he told me that they didn’t know anything about Latvia. They came to Riga and were really surprised that Riga is very well organized, very developed. I have heard that Latvia has an 800 year history, while Seoul, the capital of Korea, has just a 600 year history. They were surprised at the development of Riga So they could explore the possibility to do business in Riga, and I think it is better for more and more Koreans and more and more business can come to Riga .

What disciplines, cultural, are the best to show the rest of the world Korea. For example, ballet, musical… what cultural events are there to attract tourists to Korea, to attract Latvians, Lithuanians to Korea?

Ambassador: The day after tomorrow we have a very good musical performance, a once in a blue moon opportunity to appreciate Korean culture. In fact, when I was Korean Ambassador to Hungary, this came to Budapest and a lot of people were very very pleased to listen to the Korean tradition music. It is traditional music plus modern elements, a kind of fusion.

Has Korea been influenced by different cultures? How much has Western culture impacted culture in Korea today?

Ambassador: Korean life nowadays is very much influenced by the Western culture. For example, a long time ago Koreans ate rice three times at day, at breakfast, lunch and dinner. But nowadays the young generation, they eat bread at breakfast, so the diet is changing. And nowadays the Korean people’s life is very much Westernized.

That is part of the global world…

Ambassador: Yes, but Korean culture and Western culture are a little diferent, but now the Korean culture and Koreans, especially the young people, are very much Westernized.

Is that through travel, studying abroad or TV?

Ambassador: It is because they have studied abroad, and also, all over the world, young people are very much influenced by American culture, cinema. Hollywood cinema, they haven’t conquered three countries; Korea is one of them, India and France. Because in Korea, Korean cinema is approximately half and half. But in other countries more than 90 percent of the cinema comes from Hollywood. But in these three it is half and half. But in Korea there are very famous film directors; they have studied in the United States and they have received some masters degree or doctors degree from the United States.

But when they come back they have a good career? Does the government help them? Is there state support?

Ambassador: Financially, I think they don’t support the directors, but in the market they have some kind of quotas. In the theater, they have to screen foreign movies and Korean movies, half and half, or 60 percent foreign and 40 percent, Korean movies.

Jin Hong: Korean movies are getting more competitive. They are getting a share of the market, so blockbusters, not from Hollywood, are now made locally.

Ambassador: And now, Korean people are getting more and more interested in Korean movies because they are very interesting. But it is a free market. If the Korean movies are interesting, Koreans are going to watch them. It is the free market and competition.

What benefits and results have been obtained after twenty years of relations between Korean and Latvia?

Ambassador: We are in very close cooporation in the international arena; for example, mutual support for each other in the international arena, and also we will expand the economic cooperation and, for example, the Latvians supported Korea’s position towards North Korea.

And for the regular people in Latvia?

Ambassador: One example: you don’t need a visa to go to Korea. When you travel to Korea there is an organization to support foreigners in Korea, to settle down in Korea, to travel.