Page 1



MARCH 2012 NO. 157 03


Spring will come again, as always 04


If food was money, would you still waste it? 06



Korea needs more education welfare.

The Map of Dong A-ri

10 10



Food Miles 09


Do You Know Celebrity Marketing?


Campus Life with Tuition Recently, because of soaring

23 23

university tuition, students cannot enjoy campus life. The Finance Supervisory Service said °∞About 50,000 students have racked up loans to a total amount of 80 billion won.


15 15

MARCH 2012 NO. 157

28 28 15


Flying through the Air 16


Let’s be Prudent University Students! 18



How do GNU students earn their money?

04 04

Samcheonpo Silan beach


Korea needs more education welfare



Do you understand Celebrity


Full of Beautiful Dance and Music


Jinju National Museum


Gajwadong Pasta Map



Marketing? 21

Consumers evaluate the

24 24

From Bito to Silan

product itself 30 22

GNU Student Attitudes


A Gift from Spring

Concerning Celebrity Marketing 32 23

The reasons why Celebrity Marketing is increasing




Follow Your Dream

The Pioneer The Pioneer was first published July 10, 1979. The magazine is published during the spring and fall semesters and is distributed free of charge.


Spring will come again, as always

EDITOR OFFICE 5F, Student Union Building, Gyeongsang National University, Jinju-daero, Jinju, Gyeongsangnam-do, Korea. TELEPHONE NUMBER 055) 772-0795 WEBSITE Publisher Kwon Sun-ki Executive Editor Cho Kyu-woan Faculty Advisor Choi Sang-han English Advisor David Crofton Assistant Editor Kim Hye-jung Editor-in-Chief Kim Yoo-Jin Senior Editor Lee Garam Honorary Reporter Jeong Ye-ji Reporters Choi Yumi, Oh Yurim, Kim Jihui, Jeong Juhui Printing Seorin Design (055)756-5151, 5152 CHANGE OF ADDRESS If you are a subscribed reader of The Pioneer, please send all changes of address to along with telephone (055-7720792).

The Pioneer welcomes your opinions on any of its columns, photos, essays or general correspondence to e-mail. Letters are accepted in both Korean and English.

Winter has finally passed and spring has come again, as always. Although it is a predictably natural phenomenon, it always feels new. And then this fact always feels new again to me: my first winter with The Pioneer was warmer than I expected; it also kept me very busy. I had been to almost all the pasta restaurants located in Gajwadong, I had an exciting flight in the sky; when I went to Bito island, I felt the pain of Hansen’s disease; walking the Silan beach I saw picturesque nature with my own eyes. The Pioneer talked about food miles for an environmentally-friendly dining table and studied the amount of food wasted at university cafeterias. We visited the Jinju National Museum and studied Korean history with children from multicultural families. We live in an age where wealth equals status. In Issue 157 of The Pioneer, we will be discussing the fees which are so inseparable from a university education. There is a connection between money and consumption, and The Pioneer introduces the various financial instruments available to university students for smart consuming. There are also many interesting stories about things such as the attitude of GNU students coping with celebrity marketing. Before becoming Editor-in-Chief I asked myself: “which type of Editor-in-Chief do you want to be?” This question is the same as “What kind of journalist do you want to be?” Here are two words and a blank: “I am ___.” If someone asked me to fill in the blank, could I fill it in without hesitation? Maybe the life that we are living now is our opportunity to fill in the blank space. Do you have a “nom de plume”? In Korea, “nom de plume” is called ‘Ho’, which is an informal name referred to in a way that is different from one’s original name or character. Most ‘Ho’ signify the residence or the aim of the person referred to. Therefore there can be many ‘Ho’ for a person if that person has many goals. If the residence changes several times, ‘Ho’ would change many times as well. This ‘Ho’ can be made by oneself or by others. It can be the same for us today too. What a nice thing it is that I am called “wannabe” something! Starting the first day of March, what will you do to create your new ‘Ho’?

Kim Yoo-Jin Editor-in-Chief THE PIONEER MARCH 2012



If food was money, would you still waste it? By Kim Ji-Hee

Photograph by Kim Ji-Hee


ait! Before you throw away that food without thinking! Do you know how food waste is disposed of? Since 2005, landfills of food waste have been banned. However things which have been incinerated, composted, foraged or died a natural death can be reclaimed, so food waste can be recycled through some of those methods. Waste composting processes are more complicated than you think. If you just listen to the process, you can get a headache. There are many processes for disposal although we simply throw food waste away. Actually, you don’t know how it’s dealt with, do you? Please look at the problem of food waste: All GNU cafeterias assign food waste to a company on consignment. The things that can be used in feed and fertilizers go to farmers. According to Aramgwan (the dormitory cafeteria), GNU students throw food away at a rate of 0.1kg(=100g) per person per day. If each student throws away just 0.1kg per day, the total food waste for all GNU students is tremendous. How much in one day? One week? One month? Or one year? Staff at the College of Engineering cafeteria, the College of Agriculture cafeteria, the Central cafeteria and the cafeteria in the Cultural Education Center serve the food to students. Students can take their own food in Aram-gwan. I think we need to heighten the degree of students’ awareness about food waste. Fortunately, the Aram-gwan cafeteria institutes several measures against food waste. Other cafeterias take minimal steps against food waste or their employees give students moderate amounts of food but take no other measures to decrease food waste; it’s just accepted as a normal thing. They also don’t have any plans to decrease food waste. Let’s look at the GNU College of Marine Science: the GNU College’s dormitory cafeteria has three penalty levels for leftovers. First is a penalty point. Second is a fine. Third



Interview The Nutritionist in the Aram-gwan Cafeteria:

How did the slogan contest about decreasing food waste come about?

= I posted a notice on the board a while ago. We are scheduled to use it at our next event. ‘Day of Zero Leftovers’ is here. I wonder how much that actually affects the wastage.

is to be forced to eat everything. And the GNU College of Marine Science conducted an ‘Empty dish workoutECOCAMPUS’. What is ‘ECOCAMPUS’? It is a club within the GNU College of Marine Science. This club has an interest in environmental problems. They conducted an empty dish workout which raised student awareness in Tongyeong and is a nice example for every campus cafeteria. So we need to learn from campaigns such as that of the GNU College of Marine Science. Dumped food waste has an extremely bad effect on our environment. First, a bad smell occurs because of nitrogen and other compounds. As well, food waste breeds harmful insects. Air pollution is increased during the incineration process. It’s no wonder we have water and ground pollution. If dumped food waste could be converted to money, it would equal a huge amount. It is not only a pollution problem, but also a financial problem; the waste disposal process itself incurs many additional expenses. Food waste, Is it money you’re throwing away? We need to raise our consciousness about dumped food waste. Please take only the food that you will eat. Both students and cafeterias at GNU can make a greater effort towards this so that the occurrence of food waste isn’t such a serious environmental and financial problem.

= On the ‘Day of Zero Leftovers’, food waste decreased by 50%. That is very effective! And at one time all food was distributed freely in Aram-gwan cafeteria, but nowadays employees of the cafeteria give students less food; what is the reason for that?

= The cost of ingredients rose and as our menus are divided into A or B courses, some students would take another student’s food that is not their own and that would change the food items they had. Consequently, we would get more and more leftovers. So nowadays, the staff serve some of the food themselves, rather than let the students take what they want. I think as well that if the spoon that scoops up soup or sauces is smaller than the one currently used, it would also be an effective way to decrease the amount of food waste.

= Yes, we have already considered that. A smaller spoon is helpful in decreasing the amount of food waste, but it isn’t efficient because students take much longer to get the amount of food they want, and so the waiting line is much longer. And I saw that students who throw away too much are given a penalty point according to dormitory rules. Is that still running?

= Well actually, that rule shows up on the Internet, but it is not being enforced because it is so subjective, isn’ it? Finally, is there anything else you’d like to add about this job or about food waste?

= ‘Day of Zero Leftovers’ slogan, etc. is all an effort toward decreasing food waste. I really hope students change their habits so we don’t need such events. Though students eat a lot, I like them. But please do not leave food. The more leftovers we have, the more our food costs rise. We have a limited budget to spend on food, and I’m sad when I see too many leftovers. I hope students take their food while being aware of leftovers. I see. Thank you for your answers.




By Oh Yoo-Lim Illustrated by Kim Seon-woo Photograph by Kim Yoo-jin


n 2012, a new semester is beginning. Freshmen have had various expectations about university since they were high school students. One of those expectations is about the club, the so-called Dong A-ri. Maybe you have participated in extracurricular activities in high school; but in university, the Dong A-ri may make you feel really valuable, because you can enjoy everything you want to do (besides acadmic activities) with other Dong A-ri members and realize your own value. Actually there are many Dong A-ri at GNU. Although several groups come into existence and then quickly disappear, here is an introduction. Dong A-ris are divided into 11 genres such as public performance, volunteering, culture, foreign language, international, painting, literature, physical education, arts, academics and religion. If you like music and dance, you could join a Dong A-ri related to public performance in order to develop your talent. If you join the volunteer groups, you could be proud of your contribution to social matters beyond normal school activities. And if you join a club related to foreign languages, literature or academics, you could study those things you are most passionate about. Next to self-development, relationships are the most important thing you should do. Many students can go through various ordeals in relationships because you have to manage your schedule on your own. In instances such as this, Dong A-ri activities let you broaden your range of relationships. When you do something, if you can see your own results directly, you can improve yourself in efficiency. At GNU, there is a festival in May for Dong A-ri called Owalje. In Owalje, all of the clubs perform on a big stage what they have practiced daily. Everyone, including those who didn’t join any Dong A-ri, can enjoy this festival. Now, take a look around and see what kinds are available and where they are. I hope you find one you want to join. There’s no doubt a club can help guide you.






Food Miles L

et’s think about where the spinach on your table came from. Have you ever asked the food that you have eaten: “Where are you from?” So, where did it come from? Have you ever heard about “Food Miles”? The word food mile is a unit used to measure the distance that a food product travels from where it is produced to where it is sold or consumed. The longer the food mile, the lower the safety level of food. In order to prevent food from rotting, agricultural pesticides and food preservatives are utilized. They can cause dizziness, disorders, nausea and neuropathy, so we could lose our health because of them. But the real important thing is that the long food mile destroys our environment. Do you know why? The transportation of food can create a lot of CO2, which has an impact on global warming. How much CO2 can occur during transport? An airplane creates 150g/km of CO2, while a 8


By Jeong Ju-Hee

Illustrated by Kim Seon-woo

train creates 20g/km. Notwithstanding this, restaurants and grocery stores buy imported foods with long food miles in order to get the best price. Let me use the food miles of the Bulgogi we all enjoy as an example. Most grocery stores usually use beef from Australia, soy sauce made from USA beans and peppers from Indonesia. In an instance such as this, how long will the food mile be and how much CO2 will be emitted if you eat Bulgogi in Jinju made out of these imported ingredients? The entire food miles equal 21,517 km and the CO2 emitted is 3,225,150 g. To reduce the food mile, the Ministry of Environment instituted the policy of carbon labeling, which gives a CarbonCertification mark after calculating the emission of greenhouse gases over the entire production process. Unfortunately, the implementation of this policy is not under the responsibility of the government but rather is

participated in voluntarily by the corporations themselves. Those companies who want to participate set themselves a CO2 emissions-reduction goal, and if they achieve it, the government gives them a Low-Carbon certification mark. Eating food that emits less carbon protects our environment, but it also actively participates in the low-carbon green growth booming globally. According to the UN everyone has a basic human right to eat good food and to eat it safely. It is inconsiderate to eat food with long food miles. The continuation of our consumption of food items with long food miles will add to global warming. Every time we eat it, we harm an animal’s habitat, whether that animal lives in the polar regions or in the tropics. For our health and environment, why not try a food miles diet?

CARTOON By Kim Seon-woo Junior, the Dept. of English Language and Literature




Campus Life with Tuition By Jeong Ju-Hee


ecently, because of soaring university tuition, students cannot enjoy campus life. The Finance Supervisory Service said “About 50,000 students have racked up loans to a total amount of 80 billion won”. Three-fifths of all students have debt. So, just how much debt do students have? Among students that are in debt, 32% have a debt of between 5 and 10 million won, 10% of students have a debt of between 10 and 15 million won, 8.8% of students have debts between 15 and 20 million won, 7% of all students have debts of between 3 million and 5 million won, 6.6% of students have debts of between 35 million and 40 million won, 5.7% of students owe between 20 million and 25 million won, and 4.4% of students owe between 25



million and 30 million won. Moreover 86.8% of students who are in debt answered that the main cause of their debt was because of high tuition. While 11% of students were delinquent borrowers, the most amazing thing is that 26.8% of this 11% are still delinquent borrowers. These high tuition have led to the generation of a number of newly-coined words. The first is Geo-ma which has been a big issue. The students live together at Geoyeo-dong and Macheon-dong in Seoul. So they are called Geo-ma university students, after first letter of Geoyeo-dong and Macheon-dong. Geo-ma university students engage in illegal multi-level marketing to earn their expensive tuition. The illegal company forces students who don’t have money to buy expensive goods by

lending and they get much greater profits. The second is Deunggoltop, which also reflects this serious social problem. As tuition fees get higher, Deunggol-top changes to Ingoltap which has a stronger meaning than Deunggol-top. The third is Albujajok, which originally meant economically rich, but lately has come to mean students who work part-time in order to pay for tuition. This serious problem forces students to give up three things, which are going out, marriage and childbirth. During their school days, students can’t even conceive of the idea of going out because they need earn their tuition. After they graduate, they give up these three things because they require a lot of money. It is too much for them because they have to repay their tuition fee, which results in a lower net salary. We call these young people the Sampo generation. The next word is Cheongnyeonsilsin. This refers to university students who will be unemployed or delinquent borrowers after graduation. Similarly, Sireobyejeongja means graduand because many young people have difficulty getting a job after graduation.




How do GNU students earn their money? By Choi Yu-Mi, Jeong Ju-Hee

These day’s high tuition fees make new words. In this current economic situation, how do GNU students pay for their tuition? Here are four student interviews. In this interview the interviewees will remain anonymous.

Part-time Job


I’m Not a Fortune-Maker

student who belongs to the College of Natural Science earns his tuition with a part-time job. As soon as the semester ends, he goes back to his hometown to earn money. His vacation schedule is very busy because of his work load. On weekdays he works at a meat-packing factory from 8:00 A.M to 5:00 P.M. After finishing that job, he goes to the PC-bang to work from 6:00 P.M until 10:00 P.M. On weekends he works at a bread store from 9:00 A.M until 6:00P.M. Why does he have to work? Is it because of his high tuition? He earns 1,200,000 won by working at the factory, 600,000 won per month from the

PC-bang and another 500,000 won per month from the bread store per month. During his vacation, he earns about 4,600,000 won during the vacation. He lives away from his family, and has a room alone near the back gate of GNU. He also has a part-time job during the semester to cover his living expenses. The money he earns, he uses to pay for his rent and food as well as transportation. His father was fired from his company when the son was a high school student because of that he should earn his own tuition. He wants to have fun with his friends and study TOIEC, but he has to go to all his jobs to be able to continue his next semester.

How long does it take to earn tuition from a part-time job? Tuition for the College of Engineering is 2,328,000 won. If you are not a resident you will need to pay additional living expenses, on top of which you will also have to buy your textbooks, food, daily necessities and so on. For example, if you live in the BTL dormitory, Albamon estimates that the average student’s pocket money is 40,000 won per month. Korea’s minimum wages is 4,580 won per hour. If you work part-time to pay for tuition, you will have to work 509 hours. On top of that, if you want to work part-time to pay for your living costs, you have to work for 2,183 hours. One year is about 8,760 hours and if we suppose that you sleep for 6 hours per day, then you will have about 6,570 hours for other activities. But you have to attend a lecture during semester for 4 hours per day, you will have 5,783 hours left in a year. In this situation, if you work for about 2,138 hours to earn the money mentioned earlier, you will have your available time down to about 3,555 hours per year, which seems like a lot of time on the surface of it, but in actual fact means you can rest for just about 58 minutes a day. If you take into consideration the times involved in getting from place to place and for necessary preparation, you can’t have any free time left at all. The students who work part-time to pay for their living costs tend to get poorer grades, so they’re not eligible for scholarships, which just catches them in a vicious circle whereby they become dependent on that part-time job. It is a serious problem, not only for each individual but also for society as a whole. Although students want to study, they can’t because of high tuition fees. 12




The Range Needs to be Broadened

he Pioneer interviewed a student who has received various scholarships. She belongs to the Department of Political Science, is also a Junior, and was exempted from tuition because of her good grades when she entered GNU. She also got good grades in her first semester and because of that was exempted from tuition by a schoolsupporting organization; that scholarship is called Gaecheok A Scholarship. She

receives other financial scholarships as well. She said that the various scholarships helped her family financially by reducing the expenses needed for her education. In 2011, she won first place in her department but still wasn’t able to receive a total tuition scholarship, which she felt was unfair. She said that the range of scholarships needs to be broadened compared to what is currently available.

GNU Mileage The GNU Mileage Scholarship is a system which gives points for GNU students through participation in university academic skill reinforcement programs and involves the receiving of scholarships based on acquired mileage. Students can participate in many programs such as ICDL (International Computer Driving License), self-coaching programs, foreign language lectures, participation in mock TOEIC, participation in the E-Z program, GPP (Global Pioneer Program), industry internships and so on. The qualification is a minimum of 10 points (with a ceiling of 300 points) in mileage, more than 10 credits in a semester, and an average GPA of higher than 2.5. Scholarship amounts are calculated as 5,000 won x the acquired “mileage” points, with a scholarship maximum amount of 1.5 million won. The maximum mileage is 300 points. Two Children If there are two or more children in one family at GNU and if the income is less than 50% of what is considered a lower class income level, a student can receive this scholarship. The qualification is that a student should participate at least two times in various programs (more than 5 points in mileage), receive more than 10 credits in previous semester credits and have more than a 2.5 GPA. The Scholarship amount is a partial exemption from tuition payment. Jump Scholarship is the system which pays 50% or 100% of the tuition for students who receive much higher scores than the previous semester. The qualification is that the student must have participated in that particular field at least once before, has more than 10 credits in each semester and has attained a GPA of 3.0 or higher. The recipients will be either first term Sophomores, Juniors, or Seniors or second term Freshmen, Sophomores, or Juniors. Heemang Nanum The Heemang Nanum Scholarship is for students who are from lower income families. Qualification is for students who get more than 20 points in mileage, take more than 10 credits in each semester and achieve a GPA of 3.0 or higher. The scholarship amount is a million won in a variety of different tuition schedules.

Student Loan


he Pioneer interviewed a GNU student whose burden was lightened by a student loan. This student, who belongs to the Department of Political Science and is a Junior, used a Deundeun (repayment after graduation) student loan in 2010. Because this student knew that university tuition is very demanding on a household even before the actual entrance into a university, she applied for the student loan. She also told me that the Deundeun student loan could be repaid after graduation and the redemption is long-term, which is a great advantage, but the bad side of it is that interest accrues during the redemption term and can be quite burdensome. This student told The Pioneer that she has no intention of applying for more student loans in the future and is planning to lighten her tuition burden through scholarships.



student who is affiliated with the College of Engineering receives her tuition from her parents. The College of Engineering’s tuition is about 2,200,000 won per semester. Some may say that that is not expensive compared to a private university, but it can be a huge strain on many homes. Nevertheless, she can apply for a student loan or earn her tuition with part-time work; her parents pay her tuition so she can have a comfortable campus life. During our interview, she said “I feel sorry for my parents. Last semester I didn’t know about my parents’ effort. But I do now, so this semester I will study hard for my parents.” Her older brother is also a university student. Her parents suggested that he join the army despite the fact that he wants to continue studying; he finally decided to do that because of the high tuition fees.




Korea needs more education welfare By Choi Yu-Mi


any GNU students are lightening the burden of their parents’ assistance through various methods which include part-time jobs, student loans , and receiving scholarships for their university tuitions. This reality is not only for GNU students but also for students at many other universities. As you know, GNU is a national university located in Gyeongsangnam-do. Normally, students in private universities with expensive tuition will find the burden more demanding than at a national university. Table 1 is data which compare Korea’s burden ratio of university tuition with that of other countries. Calculating tuition by GDP per capita is the most objective way to compare data against known university fees. According to Table 1, there are no developed countries with a university tuition fee burden ratio of more than 14%. But in Korea it can be as much as 27%. We are paying 2 times the university fees that Japan is and 9 times that of Italy, which ranked 10th of OECD nations. Possibly there are some people who feel it is O.K to pay an annual university tuition of 5,840,000 won, but this amount is an average which includes tuition from national and municipal universities, as well as private universities. By looking at nothing other than this data, you can see that Korea has the highest university tuition burden of all OECD members. According to Table 2, of the 26 countries in the submitted data regarding public expenditure for higher education shouldered by government, Korea is the second-lowest after Chile at 20.7%. Although university tuition in the United States is the most expensive, family expenditure burden is just 34.2%. The student loan mentioned the above is literally a loan. The Pioneer thinks that Korea needs more education welfare benefits and changes the system so that the government takes the responsibility away from the central system of private universities.



Burden ratio(contrast with GDP)

Table 1

Average annual tuition fees in US dollar by OECD GDP per capita by The World Bank Burden ratio = Average annual tuition fees in US dollar / GDP per capita X 100

Government s burden ratio of public expenditures for Table 2 higher education among OECD members


By Kim Yoo-jin


he term “light aircraft” means a comparatively small and light plane. Our nation’s first ultralight aircraft was made by Park Hong-Su in 1980. In that initial attempt, he tried to take off from the ground with a small engine-powered hang-glider. One year later he succeeded in actually getting off the ground and completed a twohour test flight. This became the beginning of our domestic ultralight aircraft culture A light aircraft is rather similar to a normal plane when applying for a flying license. To get a license, applicants are required to take both a written exam and a practical exam. After applicants have passed the written test, they must then undergo 30 obligatory hours of practical examination. A light aircraft can cost somewhere between 70 million won and 80 million won today. The only place to experience light aircraft flight in Gyeongsangnam-do is with Sung Woo Air, which is located in Haman. It takes about 90 minutes to get from Jinju to Haman through Masan. There is no public transportation from the Haman bus terminal to Sung Woo Air, but you can get there by taxi for about 9,000 won. It costs 50,000 won per person to

experience a light aircraft flight, which will take about 15-20 minutes. You ride in the light aircraft with an instructor, and before you take off, you must report to the control tower of the airport for even the smallest plane. When The Pioneer arrived at Sung Woo Air, we were surprised at the chilly surroundings. Before boarding the light aircraft, we observed the flight preparations with the instructor. The wings of the light aircraft were shaking vigorously. All of a sudden I wasn’t so sure that it was safe for us to ride in it, but I sat down and checked my safety equipment. Soon after, we left the ground. Surprisingly, there was none of the wobble that I was so worried about. Both the take-off and landing were very successful. Everything on the ground is so small and toy-like from the aerial view. I was very excited because with the light aircraft I was able to go back over the route we took by bus and taxi. Our instructor explained that he expected an increase in light aircraft in the future because of the complicated road systems and the

Photograph by Kim Yoo-jin

increasing volume of traffic. Actually there are many people who spend their weekend flying a light aircraft. Imagine if that was your holiday: In the morning, you prepare your light aircraft and take off. In the afternoon, you land around Seomjin River and enjoy your lunch, after which you take a delightful walk and then fly back home. And it`s not difficult to experience what a light aircraft is like. It would be so much better to experience it with your family or friends on a free weekend than to never even try it. When we visited Haman, there was a girl there who has dreams of becoming an astronaut. She was preparing to get a light aircraft license. Flying makes her forget any stress she has and releases all her pressures. I encourage her to fulfill her dream.




Let’s be Prudent University Students! By Jeong Ju-Hee


omeday I hope to go backpacking around Europe! All of us who enter university have various dreams, but to achieve them, we need a lot of money. How do we, with our various hopes and dreams, get the money we need to achieve those dreams? The most common way to make money is by getting a part-time job or by saving the money which we receive from our parents. To deposit that money, we go to a bank. Recently, one bank that is aware of students’ dreams has tried to interest students with a financial package designed for people in their twenties. Other banks try to enroll students by holding programs which help students to build their careers. With all the options available to us, how can we use these programs wisely? Let’s take a more detailed look at the different methods the banks use to entice university students in their twenties. The banks target them by providing debit cards and bankbooks for their exclusive “20’s only” use. Take control of your habit so you can control your consumption more effectively. For example, I usually go to Starbucks or buy my books at Kyobo Book Store.

KB Nori Card

Transport Can use bus and subway in Korea Movie CGV 35% refund discount Coffee Starbucks 20% refund discount Book store Kyobo Book store 5% refund discount Restaurant Outback, VIPS 20% refund discount



Shinhan S-20 Card

Transport Can use bus and subway in Korea Movie MAX MOVIE 2000won discount Coffee Starbucks, Coffeebean 20% cash back Book store Kyobo Book store, Bandinlunis 5% cash back Restaurant T.G.I Friday 20% refund discount

Banks know it is difficult to catch new student customers with only a financial instrument, so they provide helpful opportunities for students. Each bank has their own program; let me introduce some of them to you: The first program I will introduce is Heemang Gongbubang, which is run by Kookmin Bank(KB). If applicants agree to participate in this program, they will become a mentor, or a so-called “Starking”. Their proteges are connected with the community children’s welfare center. These mentors guide the protege’s studies and do other cultural activities with them. KB selects new mentors every June and December by going through three different processes. The first of these is a document-screening process. The second is a personal interview and the third is the final interview. Anyone participating in a four-year university program can apply, and mentors work 4 times a week for 6 months. KB supports their monthly activity costs, and gives a scholarship award if mentors work more than 6 months. The second program is Shinhan Gonggam Gijadan, offered by Shinhan Bank. The title of this program is communicating with university students and it continues for 10 months with 27 different groups. Anyone who is a university student can participate in the program. The activity of this program covers not only the reporting of financial news but also makes reports concerning students’ happiness, entertainment and so on. Gonggam Gija who are selected for this program introduce their works by SNS and blogs. When offline, they find ways to promote “S-20”, Shinhan Bank’s

special card for people in their twenties within their specific group. Shinhan Bank provides financial support for their monthly activities and awards a certificate at the completion of the program. The best student in the program gets the chance to visit a reporting doing a foreign financial report. The third program is a marketing camp run by the Korea Exchange Bank (KEB). KEB holds a marketing camp for university students over a period of two nights and three days. Only 10 of the teams which pass the preliminaries can participate in this camp. During the camp, participants present their camp idea that they hand in before the camp. The first-place team is awarded prize money in the amount of 10 million won and an additional prize. The two teams in second place get 5 million won and an additional prize. The three teams in third place receive one million won and an additional prize. Anyone who is in university or a postgraduate can participate in this camp, as can students on a leave of absence and graduands. University is a place where you can experience a social life before you become a working member of society. Up until a few years ago, you were just a minor, but now you’ve become an adult who assumes responsibility for your own decisions. It is also your choice as to how you use your time during your campus life. There are many personal development programs besides the ones I have mentioned here. Let’s have valuable experiences during our campus lives.

KEB WingO Card

Transport Can use bus and subway in Korea Movie CGV, Interpark Coffee PARIS BAGUETTE 10% discount Book store Kyobo Book store, Aladdin 10% discount Restaurant Outback, T.G.I Friday, Sizzler 10% discount

Photograph by Jeo ng Ju-Hee






By Kim Yoo-jin

Photograph by Kim Yoo-jin

The glow of the setting sun, as viewed from Silan beach, and rated as one of the top five Korean sunset attractions, is a source of wonder to those who see it.




Do you understand Celebrity Marketing? By Oh Yoo-Lim


an you find a common point among Ha Yumi face pack, which has been sold out in home shopping, Kkokkomyeon, which has become a topic of conversation in the ramyeon market, Donidoni Donkkatseu, I’m Yuri, Aura j. All the above products are “Celebrity Marketing” products that stars are at the forefront in advertising. Lee Gyeong-Gyu released his seasoned Kkokkomyeon and it won popularity. Actress Ha Yumi advertises herself and she tries to convince people that their skin can become just like hers. Jeong Hyeong-Don’s Donidoni Donkkatseu involves the same kind of marketing. Celebrity Marketing makes everyone want the products and makes them feel good about owning them. Actually, Celebrity Marketing has been with us for a while. From the most common methods such as celebrity modeling or autograph sessions, PPL (indirect marketing) has been one of the most successful marketing strategies and continues to become even more gigantic and sophisticated. The most typical example of this kind of success was the famous movie E.T.: The Extra-Terrestrial, which featured a specific candy brand through a scene in the movie where E.T. ate some Reese’s Pieces Peanut Butter candies. The movie was a great box-office success and Reese’s Pieces Peanut Butter candies



experienced record sales; it was not a coincidence. The Walt Disney Company had a specific rate system for occasions where actors mentioned the name of a product or actually used the product directly. In Korea, since release of the film Shiri, our own corporations have begun PPL marketing. However, nowadays people are beginning to criticize the fact that the overuse of advertising means that many times the product is mentioned or used when it has no relationship to the storyline. Celebrity marketing of products has a direct influence on product sales and can be quite effective. At one time it used to be just an image or a face, but now everything has changed. Celebrity marketing is no longer just a simple advertisement. For example, Kkokkomyeon has come up in conversation through SNS marketing and Celebrity Marketing; not as a TV ad. After its release, Kkokkomyeon created so much public interest that even people who normally wouldn’t care about it became curious and bought it. In the beginning, products such as this were usually limited to the kind of items only women were interested in. But nowadays, Celebrity Marketing has inserted itself into areas as various as cosmetics, coffee, groceries and the like. You can see the products everywhere.

Consumers evaluate the product itself By Kim Ji-Hee 1. Do you know what ‘Celebrity Marketing’ is?

2. Have you ever used a product as a result of Celebrity Marketing?


NO YES 3. Which products have you used?

4. What is your opinion about Celebrity Marketing?




No Opinion



Shooping mall Ha Yu-mi's Facepack Etc

4-1. If you have been satisfied with the products, what was the reason?

4-2. If you have been dissatisfied with the products, what was the reason?

Because of satisfaction 

There is no reason

with the product's quality

Becuase of dissatisfaction

Because I can have a 

with the product's quality

closeness to the celebrity




he survey above was taken during the winter vacation 2011. The first question was designed to discover the awareness rate of the definition of ‘Celebrity Marketing’. Many students don’t know. The second question was to determine whether people respond to Celebrity Marketing or not. Of the students polled, 83.9% answered that they have used products as a result of Celebrity Marketing. Look at the responses to Q1 and Q2 and you will see that many students don’t know the definition of ‘Celebrity Marketing’ but they have still used the products. In the questionnaire, the second question was whether you have ‘Ever used a product as a result of Celebrity Marketing?’. The third question was ‘Which products have you used?’. The most common answer from the

options provided was Lee Gyeong-gyu’s ‘Kkokkomyeon’, followed by Ha Yu-mi’s facepack; the next was Jeong Hyeong-don’s ‘Donidoni donkkatseu’, with the Internet shopping mall coming in last. There were a few suggestions of other types of Celebrity Marketing such as Kang Ho-Dong. The next questions were concerned with the satisfaction or dissatisfaction with Celeb Marketing: 60.71% of students showed a degree of satisfaction and 6.54% of student showed a degree of dissatisfaction. “Satisfaction” in the survey is relative. The biggest reason for satisfaction was the quality of the products; the reason for dissatisfaction was the same, which would suggest that consumers evaluate the product itself rather than the celebrity who advertises the product. THE PIONEER MARCH 2012



GNU Student Attitudes Concerning Celebrity Marketing By Kim Ji-Hee


elebrity Marketing seems to promote the celebrity rather than the actual product itself, so the brand name could be considered secondary in the eyes of the consumer, which in turn could be detrimental to a small or start-up company. If there were problems with the product, the celebrity’s image could suffer. Products can be wrapped in excessive packaging, which only serves as another advertising tool to attract buyers. Celebrity Marketing has both advantages and disadvantages, and nowadays the extent of it is mind-boggling. The questionnaire about Celebrity Marketing was given to GNU students during the winter vacation 2011. A total of 200 questionnaires were distributed for the survey, which was designed to present a summary of how students feel about the issue. Positive reactions were in the majority, but there were several negative and/or cautious reactions. The main cause of the negative reaction was that the use of the celebrity’s image makes the products expensive, even if the product quality itself is poor. That’s a unique take on the price of fame. On the other hand, the positive reaction was that if the quality is good, many people can be given an opportunity to use the product. Several students mentioned that as celebrities directly promote the products, we can feel a sense of closeness with them and besides, product reliability is growing through the use of the products. Other students showed more cautious reactions. A celebrity’s marketing can increase market awareness, but if the quality is poor, that can be very detrimental. And if celebrities were to donate their earnings, not to the benefit of themselves, but rather for the public benefit, that would be even better. The one thing that is certain is that you have to pay close attention to what you’re purchasing when you use a Celebrity Marketing product. The celebrity too can lose their good image and credibility. Take care, GNU student! When you respond to Celebrity Marketing, please do not purchase something in haste even though it’s being promoted by a celebrity you like!



Consumers can receive a reliable product. Celebrity Marketing generates a curiosity on the part of the consumer. Consumers can get a feeling of closeness with that particular celebrity, which creates a positive benefit from the promotion.

Positive Aspects From the Marketer’s Viewpoint

Celebrity Marketing seems to promote the celebrity rather than the actual product itself, so the brand name could be considered secondary in the eyes of the consumer, which in turn could be detrimental to a small or start-up company. 

Negative Aspects

Thereasons reasonswhy whyCelebrity CelebrityMarketing Marketingis isincreasing increasing The By Kim Ji-Hee


elebrity Marketing’: What is the reason for its gaining more and more popularity? The first is growth of the entertainment industry itself. As the entertainment industry grows more and more, celebrities are commercialized in order to create a new source of profit. The second reason is because the frequency of possible exposure for Celebrity Marketing has been greatly increased. Nowadays real-time media such as wireless Internet and SNS (Social Network Service) are commonplace in our society as smartphones have become a part of our lives. It has now become possible to imitate immediately what celebrities are eating and wearing. The third reason is that , since an ordinary person’s desire to imitate a celebrity is so strong, it`s a simple step to apply the imitative psychology of the average person to marketing. SNU Prof. Kim Nan-Do said this about the reason that impressionable consumers imitate celebrities: “You don’t understand that impressionable consumers are always seeking new things. This phenomenon should rather be interpreted that in today’s world, individuals would like to imitate other people. The more we see an increase in impressionable consumers, the more the reverential power of Celebrity Marketing increases. In other words, people think that they can find their identity by imitating others.” Yes, imitative psychology is used. So, Celebrity Marketing has increased. Celebrity Marketing has increased more and more with the advent of PB (Private Brand) marketing, in cooperation with celebrities, that has developed in TV home shopping. It is literally the Golden Age of Celebrity Marketing. But in fact, how many successful stars are there? Nowadays, Lee Gyeong-Gyu’s ‘Kkokkomyeon’ is tremendously popular, but there have been many efforts which failed. The popularity of the celebrity is not always proportional to their marketability. For instance, comedian Lee Yeong-Ja failed with her pork restaurant. Comedian Lee Chang-Myeong and the singer Rain also lost much money in their business ventures. What was the reason for those failures? Many celebrities rush into business with insufficient preparation. They believe that just their own popularity is enough. Unfortunately, while awareness of a celebrity is helpful in the beginning, it is not enough to counteract a lack of preparation. If you don’t have knowledge of the food business, quite likely a new restaurant will fail; people who have never gone into the kitchen can’t succeed. There are many reasons why new businesses succeed or fail. Look at the successful examples: Lee Gyeong-Gyu’s ‘Kkokkomyeon’, Kang Ho-Dong’s pork business, Jeong Hyeong-Don’s Donidoni Donkkatseu and Ha Yumi face pack etc. What is the reason for their success? First, the image of the product corresponds with the image of the individual celebrity: Kang Ho-dong and Jeong Hyeong-Don both look stout on TV. Therefore they seem suitable for the pork business. Ha

Yu-Mi’s clear skin presents credibility for her facepack. The second reason is that roles, responsibilities and profit-sharing are divided clearly. Kang Ho-dong divided the various roles and responsibilities with his partner so that each one is responsible for his own field of specialization. The third reason is a strong determination to see their business succeed. Every successful person has had an enthusiastic attitude about their business. There are many other reasons for success, which would include product, price and distribution. We’ve examined the reasons why Celebrity Marketing is increasing, along with some examples of both success and failure. Now we’ll look at the advantages and disadvantages of Celebrity Marketing. First, consumers feel that by purchasing the products they can have a vicarious connection with the celebrities themselves. The more satisfied the consumers feel, the greater the effect on the celebrity; Stars get more exposure and lots of royalties. Some consumers can seek Celebrity Marketing products indiscriminatingly in order to attain that vicarious feeling, but if your only purpose in buying the product was just because you liked the celebrity, you would probably end up being dissatisfied. And the dissatisfaction could be with more than just the product itself. In the case of plastic surgery as a result of Celebrity Marketing, it could change the individual’s whole life. You often see pictures that portray a celebrity and a plastic surgeon together, but the sponsorship of plastic surgery is just one more kind of Celebrity Marketing. Celebrities allow the use of their image notwithstanding the inconvenient truths in some plastic surgery hospitals. The image suggests that the celebrity actually had surgery there. The celebrity gains either by being paid for the use of their image, or by virtue of having a personal connection with the surgeon. The disadvantage to that kind of marketing is that it widens the field for the whole plastic surgery market. This marketing craze has sparked concerns that some clinics might be more focused on the bottom line than on bottom tucks. Implied information about plastic surgery could guide some people into making wrong decisions. It creates a fantasy.




Full of Beautiful Dance and Music By Choi Yu-Mi

Photograph by Kim Yoo-jin

The story is Children romped around the yard on Christmas Eve. Clara, the heroine, and the guests had a party. Herr Drosselmeyer appeared on stage and performed surprising magical feats and wonderful dance routines for the audience. Clara was presented with the Nutcracker by Herr Drosselmeyer. Clara’s older brother coveted the nutcracker so they fought with each other, eventually the Nutcracker got broken. Herr Drosselmeyer soothed Clara’s grief and repaired the nutcracker. When it got late, the Christmas party ended and the guests returned to their homes. Clara missed the nutcracker and came downstairs. At that time, mice appeared and harassed Clara but Herr Drosselmeyer helped Clara out of her trouble. The nutcracker and the toy soldiers went at war with the mice and won with Clara’s help, after which the nutcracker changed into a gorgeous prince. Herr Drosselmeyer invited the Prince and Clara to the Land of Sweets, where Herr Drosselmeyer introduced Clara to the Sugar Plum Fairy. The sugar plum fairy prepared a wonderful welcoming ceremony for Clara. Spanish dance, waltzes and Korean dance mixed with Janggu, while Sogo, French dance, Arabian dance and Chinese dance were all connected. Finally, the sugar plum fairy and the prince ended with a flourishing finale. Clara wakes up from her dream and welcomes a happy Christmas morning.




he Nutcracker” is an adaptation of a fairy tale ‘The Nutcracker and the Mouse King’written by Ernst Theodor Amadeus Hoffmann. Marius Petipa, a ballet dancer and choreographer from Russia, did the choreography. After the first performance at the Imperial Mariinsky Theatre in St. Petersburg, Russia, it became the most popular production of all classic ballet and is now performed in hundreds of theaters around the world annually. This particular performance was full of beautiful dance and music enhanced by the Christmas background. The heroine’s dream was enough to leave both adults and children with an unforgettable feeling. “The Nutcracke” by the Seoul Ballet Theatre was held at the Gyeongnam Culture & Arts Center on 23rd December, 2011. The Seoul Ballet Theatre is a nongovernment professional ballet company founded by James Jeon, who was taught by Roy Dubias, and head, Kim In-hui. They have been leaders in the popularization of ballet through the utilization of various materials and extreme techniques and have developed a family ballet series to expand their base and have presented a pleasurable experience to many audiences. They have been applauded for the quality and artistic value of their various modern ballet works by both audiences and reviewers. The Seoul Ballet Theatre’s version of The Nutcracker is a creation of James Jeon, and together they have presented a variation of the traditional classic version. By merging Korean dance with another country’s traditional dance and choreography, boasting the beauty of Hanbok, it seems to convey a freshness for local audiences. Korean dance was fused into various traditional dances in the Seoul Ballet Theatre version. Mother Jinjeo of Act 2 appeared on the stage wearing, not a long western dress, but the brilliant clothes of a Joseon dynasty queen. Children emerging from Mother Jinjeo’s skirt wore Hanbok and danced Sangmo joyfully. It was the only scene added to the Nutcracker by the Seoul Ballet Theatre. The orchestra in front of the stage, and the chorus, are two of the elements making the performance even more enjoyable. For your information, they are planning to perform the 30th anniversary concert of the musical “Cats” from 9th of March to 11th of March, and the family musical “My Mother Washed the Goblins” on 24th and 25th of March.

Photograph by Kim Yoo-jin

Jinju National Museum By Oh Yoo-Lim


lmost everyone thinks that visiting a museum is difficult, but there are many interesting programs in the Jinju National Museum situated inside Jinju Castle. There is one program for multi-cultural families living in Korea. A multi-cultural family is a family with one foreign parent. There are many multi-cultural families near the provincial city of Jinju, and the children often get teased at school and are sometimes discriminated against because of their appearance. From a national point of view, as immigrant populations are growing more and more, this discrimination seems anachronistic; it is important to remove that kind of prejudice. If they are going to continue to be in Korea, it is important that they get to know Korean culture so they can understand Korea; maybe this can help them emotionally adapt. The program involves a viewing of the museum and making a “rubbed copy”, watching a 3D movie and trying on hanbok. The museum itself is divided into the Imjinwaeran room, the History-Culture room and the Duam room. The museum guide took we students to the Imjinwaeran room to answer the quizzes in the booklet. In the first room, the guns, bombs and armor used in Imjinwaeran were displayed. The museum received it through a donation as a National Treasure. After that we went to the History-Culture room by way of the Imjinwaeran room. In the History-Culture room, there are various kinds of excavated artifacts from around Jinju. The relic which is most representative of the Jinju National Museum is a drinking horn in the so-called gayatogi surebakwi shape. It is designated as National Treasure 637. At the end, we went to the Duam room, which is a room made available by Duam Kim Yong-Du, a Korean businessman who resides in Japan. He donated his entire 179-piece collection. After that we went to a room where rubbed copies of traditional masks were displayed. In front of this room we were able to make rubbed copies ourselves. A rubbed copy is a kind of printing where tombstones or some other patterns are copied on paper by Chinese ink. Students can feel a great achievement in trying it themselves. After that the children watched a 3D movie about Jinju Castle’s defensive history. At the end they had time to try on the garments of kings and queens of the Choseon period. Most children showed no visible signs that they were of mixed blood as they looked nearly Korean, although one of them couldn’t speak Korean very well and seemed to have difficulty understanding the guide’s explanations. Maybe this program helped to give them a special meaning and was more than just a study picnic. It’s possible that they learned about Korean culture and found a little of their identities.




Gajwadong Total evaluation: 3.8 Taste of  food  &  exterior appearance: 4.0 Restaurant interior, atmosphere, staff friendliness: 4.0 Price and location: 3.5 Most popular item on the menu: Pasta Granchio Subjective  evaluation: All menu items are rather small in quantity. The decoration is nothing special, but the overall appearance is quite tolerable. The hall itself is a little small, but the lighting is warm. It is quiet and calm, however, since there are no partition walls it could become noisy if there were many people in the hall. It has an atmosphere which would be especially nice for a couple, which makes it a good place for young people to go for a date.

Total evaluation: 3.9 Taste of  food  &  exterior appearance: 4.1 Restaurant interior, atmosphere, staff friendliness: 3.9 Price and location: 3.6 Most popular item on the menu: Carbonara Spaghetti Subjective  evaluation: With a partition wall between tables and a silence which lends itself to a cozy mood for lunch, I recommend Cucina to you. It has the charming atmosphere of an Italian home, with its colorful plates and tables. The background music is tranquil and the hall is large enough to accommodate many people. There are many set menu items which give you a nice variety at a good price. It is easy to find and you can park for free for one hour.

Total evaluation: 4.1 Taste of food & exterior appearance: 4.1 Restaurant  interior,  atmosphere,  staff friendliness: 4.4 Price and location: 3.7 Most  popular  item  on  the  menu: Cream spaghetti with mushrooms Subjective  evaluation: The vintage interior catches people’s eye. You can see funny props. I don’t recommend this restaurant to people who don’t like noise because the loud music can make it difficult to talk about anything serious, but if you like to try new things, it could be the perfect place for you. The inside is small, so you might have to wait for a few minutes at lunch time. Their staff is the best. Prices are not low, but when we visited the restaurant, it was offering a discount of 50%.



By Kim Yoo-jin Photograph by Kim Yoo-jin Illustrated by Kim Seon-woo




apabela is situated next to the Express Bus Terminal. I have heard someone say this is the best place in South Korea. It is a little restaurant which can only accommodate 10-15 people, but all menu items can be taken out. There are decorations everywhere which create an Italian atmosphere. The people sitting in the hall can look right into the kitchen. Its weakness is its distance from GNU, but it provides good taste at a good price. Papa Bella also runs a Sunday Movie Club, which allows you to kill two birds with one stone.

P a s t a House Kkotdam


ecause of the traditional tableware they use, it seems like you are eating Korean dishes, which create a unique atmosphere and taste. The food presentation gives you an appetite and the smile of kindness you receive makes the food taste delicious. It has an open kitchen, and if you wish, you can be served with pickled chillis instead of the normal pickles. The biggest disadvantage is the location of the restaurant, which is too far from GNU and hard to find.




From Bito to Silan T

By Choi Yu-Mi Photograph by Kim Yoo-jin

he Pioneer visited the Bito island, which are located in Seopo-myeon, Sacheon-si Gyeongsangnam-do, and Silan beach, located at Silan-dong, Sacheon-si, Gyeongsangnam-do on the 6th of January, 2012. The Bito islands are called the hometown of the ancient Hangul ‘Byeoljubujeon’ and recently Sacheon-si has experienced an increase in tourism. Silan beach is one of the most popular sunset attractions in Korea. Sacheon, bounded by Namhae, Jinju, and Goseong, is a place where people are able to enjoy the beauty of a red sunset over the southern sea. Silan beach stretches all the way from Silan-dong to Daebang-dong. One of the special attractions of this place is to see the bamboo weirs in the water. After our visit, The Pioneer returned from Namhae with memories that will forever remain in our hearts.

Byeoljubujeon The Bito islands are islands formed in the shapes of animals: a rabbit, a tortoise, and a crane. The origin of their name is derived from the shape of one island which looks like a flying rabbit. (“Bi” means “flying” and “To” means “rabbit”). We can see a sculpture of a rabbit riding on a tortoise’s back when we look at the Bito Islands. There is also a sculpture which explains the Byeoljubujeon legend concerning Woldeung Island, Tokki Island, Geobuk Island and Mok Island. The name of Woldeung Island comes from a rabbit that flew up high and saw the moon. Tokki Island is shaped like a rabbit. Geobuk Island is shaped like a tortoise. According to legend, Mok Island is where the rabbit’s wife waited so long that she became an island. These stories made it easy to understand the relationship between the islands spread out ahead of us and Byeoljubujeon. Recently Sacheon-si has been promoting Bito tourism, plans for which should be completed in 2016, and people are expecting it to become a themed tourist attraction. 28


If you would like to visit the Bito islands, you could take a bus which runs from Jinju to Seopo, and from there you could take a taxi across the bridge which generally costs about 8,000 won.

Silan beach The Pioneer took a car to Silan beach, called Samcheonpo commonly. The flaming sunset of Silan in Seosan Namhae is the best thing to see, as well as the view of the mountain peak. The sunset on Silan beach was chosen as the 9th best sunset in the whole country by Korea Tourism in 2000. After a late lunch, The Pioneer took pictures of the beautiful landscapes and the sunset on the beach. Silan beach has also been designed in such a way as to allow people to appreciate the beach’s beauty whether they’re walking, on a bicycle or in their car. If you follow along the beach, you will reach the Silan Deck Cafe. The Pioneer arrived at the deck cafe in the evening, so it was very beautiful with the soft lamp-light. All items on the menu are 6,000 won, but you can also enjoy seasonal items such as Patbingsu in summer or Danpatjuk in the winter. The Silan Deck Cafe is open from 10am to 12am (midnight) and you can enjoy water sports such as power boating, jet skiing, water skiing, wakeboarding, and riding banana boats and peanut boats from June to September. (Silan Deck Cafe contact information: 010-3217-3235, 010-7366-3235,

Bamboo weirs are a primitive form of fishing where a net is set up in a narrow part of the sea and catches the fish. It has been used in a large variety of tidal areas from olden times. There are various sizes of nets and cylindrical shapes which differ by region. Fishing is carried on from March to December, and the catch includes mackerel, pike, eel, flounder, bass, black porgy, gray mullet, small shrimp, anchovies, and hairtail. Anchovy accounts for 80% of the total catch. The type of anchovy caught here is the Jukbang anchovy, and is regarded as the best product of the area. The Pioneer saw genuine bamboo weirs, and if you should decide to take a picture of the sunset on the beach, it will be a gorgeous picture.

Leper Genocide But the beautiful Bito islands have a painful past as well, which revolves around the ‘leper genocide’ which occurred in the summer of 1957. Back in those days, there was no accurate knowledge about leprosy and no national policy concerning it. The residents of Bito village killed the lepers, who already found survival very hard. On the Bito islands, there is no memorial stone for the lepers who died during the ‘leper genocide’ and there are many unkempt graves because there are no descendants to care for them.




By Lee Ga-Ram Photograph by Lee Ga-Ram

A Gift from Spring


pring vegetables grow even after they have had a very severe winter. They can contain large amounts of protein, vitamins and other inorganic matter, which is called an “aggregate of nutrients.” Because of this inorganic matter, they can be used as a cure for spring fever. Spring vegetables are used in a variety of delicious recipes. Though people try to get plenty of vitamins, many still suffer from vitamin deficiency in winter, which makes it so important that they put spring vegetables on their tables. Especially for students living alone, it is important to have spring vegetables more often than others, to build up their health. The Pioneer presents here some new recipes for students using spring vegetables.

Tips for cooking spring vegetable dishes 1. Because of their distinctive flavor, you should enjoy spring vegetables as often as possible. In addition, if you cook using less water and add some salt, you can keep the vitamins in the vegetables. 2. By not using fire to cook your spring vegetables, or if you add vinegar, your body will absorb more of the nutrients, and if you add Doenjang, it’s possible to supplement the protein content. Finally, if you use perilla oil, it can help in the absorption of vitamins and Omega-3 fatty acids. 3. When choosing your spring vegetables, you should choose the ones with clear green leaves.



Dol-namul & Chicken Rice Wraps


his recipe is simple and easy to make. Some rice paper and dolnamul and any vegetables you have on hand are all you need.

Ingredients: chicken breasts (2 pieces), dol-namul (100g), rice paper (5 sheets), sesame leaves (5 leaves) mushrooms (100g), onion (50g), half an apple, and some almonds. Sauce: soy sauce (1 Teaspoon), vinegar (1 T), sugar (1 T), wasabi (or mustard) (1/2 T), sesame powder (1/2 T)

1. Wash the dol-namul in cold water. 2. Put the mushrooms in a pan with no oil and cook until lightly browned. 3. Prepare the apple and onion and place in slices on a plate. 4. Roast the chicken until tender and slightly golden after preparing the meat with olive oil, herbs, salt and pepper. 5. When the chicken is roasted, cut into small pieces. 6. Immerse the rice paper in a bowl of warm water until soft and then wrap all the ingredients into the rice paper. 7. Cut the rice wrap, spread the sauce on it and place on a dish.

Dallae Sauce and Tofu


his sauce can be used in many other dishes; it is good with Bibimbap and fresh vegetables, for example. The Dallae and tofu mix well together because the tofu is rich in protein.

Ingredients (Sauce): Dallae (50g), red and green peppers (one each), scallions (small amount), sesame mixed with salt (small amount), sesame oil (1 T), soy sauce (2 T), sugar (1/2 T), chili powder (1/2 T). Ingredients (main dish): oil (1 T), tofu (one brick)

1. Chop the Dallae along with the peppers and scallions. 2. Mix all the ingredients for the sauce. 3. Add the tofu to the pan and fry for 1 minute, turning once. 4. Place the tofu with the Dallae sauce on a dish.




By Jeong Yeji


ave you ever seen the world people in TV dramas live in? This was a popular drama when I was younger which describes the love story and the life between two producers. Probably many people developed a desire to be a PD (producer) while watching that drama, but dramas are different than life. To determine if a goal to become a producer is a viable reality, I had an interview with Jeon Woo-Seok, a producer who works at MBC (Munhwa Broadcasting Corporation), Gyeongnam Jinju Headquarters and asked him for some practical advice.

Q: Could you tell me what the process is for making a program? As producer, what is your part in that process? A: First of all, the producer proposes a project and includes details about the plan itself and other information concerning the genre and object of the program, and whether it requires a studio or outside broadcasting, and then submits the proposal. After obtaining a permit, the producer makes up a budget and organizes the program details according to that budget, which would involve, for example, casting for the actors, building sets, etc. These are the basic things a producer does. When it’s all arranged according to the proposal, the filming with all crew members will begin. After that, the producer will do the editing. Q: Do you have any personal convictions to pass on to a journalist? A: Society seems to irresistibly divide itself between the weak and the strong; I will always side with the weak so I can help to right wrongs and reform social abuses. This is my professional ethic. Q: What is the attraction to broadcasting for you? A: Usually, people tend to let their actions become habits. However, this job has turned me into a more open-minded person and allows me to raise objections to the wrongs I see in society. Q: You often stay up all night; don’t you get stressed out by the constant deadlines? A: Yes. In fact I stayed up all last night. I make a new program every week, so I often feel overwhelmed by the responsibility, but I really can’t imagine myself doing any other job except this one. I think I wouldn’t be able to stand working in an ordinary company, just trying to read my boss’s mood and waiting for closing time while doing paperwork. My job is irregular and it departs from the standard pattern, but I am free from any boss and a lot of other things compared to working in an ordinary company. Q: If you had the chance to be a student again, what would you do? A: I would major in philosophy. Recently I have had 32


philosophical problems about things such as how to move people’s hearts in a program. That’s one of the most important things in broadcasting, but yet broadcasting is not work that I can do alone, as it requires a camera operator, an assistant producer, a writer, a sound technician, and so on. Many different people are involved, so good communication is also a major key in making a good program. I think if I studied philosophy it would be very helpful in solving several fundamental problems. Q: What sort of program would you like to make? A: I want to broadcast current affairs about local issues concerning the weak and underprivileged. Moreover, I want to make them interesting and easy for people to understand. Q: It’s difficult to separate broadcasting from politics, economics or business. What’s your opinion of this problem? A: Yes, you’re right, and I can’t ignore it. But a much harder thing is that some people don’t think local broadcasting is important. They only watch TV to see their idols and other dazzling stars; but if we don’t care about our own community who will deliver our local news? Q: Could you give some advice to future producers? A: Some students have asked me what sort of certificate is required, but I think reading a lot and observing well-made programs is more helpful. When you watch a TV program, pay attention to the details of the program; ask yourself questions such as “why did this producer make this particular program?” Second, study your newspapers. Don’t just read to learn about the incident, but keep studying it until you can form your own opinion and comment on it. I also have a habit of writing notes about everything I find inspirational, and get almost all my ideas from those memos. A producer should also be able to write well to other people.” Mr. Jeon also emphasized the importance of notes, a deep knowledge and diverse experience. We would like to extend our thanks to him for taking the time to give us this interview even though he is extremely busy, and I hope this article helps you to achieve your goals.


What’s on your bucket list?


You know... the ancient Egyptians had a beautiful belief about death. When their souls got to the enterance in heaven, the god asked them two questions. Their answers determined whether they were admitted or not.

Edward Cater

Okay, I bite. What were they? Have you found joy in your life? Answer the

questions. Edward Me? Answer the question about whether I have found joy in my life? Yes.


To. The Pioneer


Has your life brought joy to others?


It’s difficult... difficult...

The Pioneer 157  

The Pioneer 157

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