In Germany, a car dealership sparked controversy by using kimono, traditional Japanese attire, in a performance at an event announcing the opening of a Kia dealership. As the event video spread online, criticism followed that it was not suitable for a promotion highlighting Korean culture.
Seo Kyung-duk, a professor at Sungshin Women's University, said on the 2nd that a tip from a resident in Germany brought the matter to his attention via social media. According to Seo, the dealership recently held an event for citizens and customers in Schwerin, Germany, to mark the opening of a Kia dealership.
The problem is that the event concept is far removed from Korea. Seo said, "The event video shared on social media includes a description claiming it was decorated in a Korean style, but the footage shows women wearing kimono," adding, "The overall atmosphere of the store is decorated with Chinese-style dragons and the like, causing misunderstandings among citizens."
However, Seo drew a line, saying it is hard to see the controversy as stemming from planning or decisions by Kia's headquarters. He said, "This event is not Kia's fault," and explained, "It can be seen as something that happened because the local company lacks understanding of Korean culture."
Seo also noted that cases of misrepresenting Korean culture have been occurring in Germany lately. Citing a case in which Aldi, known as a major discount supermarket in Germany, described Korean kimchi as "Japanese kimchi" on its website, he stressed that rather than only criticizing German companies for distorting Korean culture, there needs to be an effort to correctly promote Korean culture.