Red Devil Fever and the Branding of Korea


Red is a strong color. It is a color of passion, energy, power, and confidence. According to some studies, it can actually produce physical results, such as increasing the rate of respiration and blood pressure. Red also captures people’s attention and incites them to take action. In some cultures, red signifies celebration, happiness, and prosperity. In Korea, however, the color red is linked more closely with violence and warfare. Koreans do not write names in red ink because it signifies the death. The color red has long been associated with communism North Korea. But the 2002 World Cup transformed the meaning of red into establish a new paradigm in social, political, and cultural realms. 

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