Welcome to South Korea 6
Korea is Setting the Scene 8
South Korea on the map 10
Captivating cities 12
Rural living 16
On the coast 20
Spotlight on Haenyeo of Jeju 24
A brief history 26
The Korean language 34
Spotlight on Calligraphy 38
Korea is Upholding Tradition 40
The Confucian mindset 42
Religious beliefs 44
Group dynamics 46
Age: Just a number? 48
Family network 50
At home 56
Gender and sexuality 58
Spotlight on Beauty ideals 62
Educating the nation 64
Working hard 68
Spotlight on Chaebol 70
A military outlook 72
Korea is Adding Flavor 74
Signature dishes 76
Spotlight on Kimchi 82
Food culture 84
Dining at home 86
Dining out 88
Spotlight on Holiday food 92
Signature drinks 94
Drink culture 98
Korea is Kicking Back 102
Korean festivals 104
Retail therapy 108
The great outdoors 110
Spotlight on Jjimjilbang 114
After dark 116
Sports success 120
Korea is Telling Stories 126
Artistic identities 128
Spotlight on Mural villages 134
Architectural lineage 136
Design aesthetics 142
The literary canon 146
Spotlight on The art of translation 150
Fashion focus 152
Performing arts 156
Korea is Entertaining the World 160
Music styles 162
A K-pop powerhouse 166
Spotlight on K-pop fendom 172
Dance moves 174
The TV landscape 176
K-drama influence 180
Spotlight on Branding and advertising 186
At the movies 188
Korea is Shaping the Future 194
The online world 196
Spotlight on Korean webtoons 202
A beauty takeover 204
Spotlight on 10-step routine 208
Technology titans 210
Engineering marvels 216
Index 218
Acknowledgments 222