Website Search

Search our 4758 publications.

Subscribe to our Mailing List!

Sign up for our mailing list to keep up to date on all the latest developments.

Red Devil Fever and the Branding of Korea
Region: Asia
Theme: Domestic
Location: Korea, South
Published May 25, 2011
Download PDF

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.

This browser does not support PDFs. Please download the PDF to view it: Download PDF