By The Koreans are coming for Western Culture and fast. To their credit Korean pop star PSY holds the spot for the most viewed video on YouTube of all time in “Gangnam Style” and the Korean cosmetics and skin care market posted an export surplus for the first time in history in 2014 – growing their sphere of influence beyond Starcraft, Samsung phones, and cheap cars. It seems clear that a decades long trend of Koreans being obsessed with Western / American culture has reached a tipping point where they now see themselves as the awaiting heirs.
Nowhere is this best seen than in the PSY music video “Napal Baji” or 나팔바지 (literally translates to “Trumpet Trousers” but means “Bell Bottoms” the popular jean style) released in November 2015 is mostly Korean language with a little repetitive English mixed in (thus likely not intended for America / European / Oceania audiences). The video is one of the most popular ever on Naver’s TV Cast, the official video portal of Korea’s most popular website.
In its imagery Western references are used about 9 times. I’ve linked to the video at these times on YouTube and provided those links for your convenience in chronological order below. The total time western culture occupies in the video is 49.5 seconds. The video is 3 minutes and 54 seconds (or 234 seconds) which means Western cultural references occupy 21.15% of the screen time in the video.
The Western culture presented is almost always in a supporting role to the protagonist of the story. The video starts in a dream state with the general theme being a Korean actor / musician dominating western culture by first being in an indie film, then winning an Oscar, getting a star on the walk of fame, being interviewed by late night tv hosts, and eventually winning over 2 American women who stab him while dressed as pirates (pirates plunder treasure = symbolism for gold diggers). I don’t understand the words but from the imagery to me it shows a person from humble Korean roots reaching the pinnacle of American fame, something they might seek after. The English Lyrics as provided by iLyricsbuzz.com show PSY talking about his pants being bell bottoms, partying, having a good time, and taking “a gamblers chance” http://ilyricsbuzz.com/2015/12/psy-napal-baji-lyrics.html
The sub text is more clear. The Korean Dream is Koreans using Western culture to dominate western culture and be successful.
Mentions of American / Western Culture
1. Forbes – shown as “Forboss” as PSY holds up a magazine with his face during a screen transition. Video+time link: https://youtu.be/tF27TNC_4pc?list=PLEC422D53B7588DC7&t=51
scene time: 1 second
2. Michael Jackson – PSY strikes a dance pose that pays Homage to the legendary pop musician words flash above his head are “WOULD YOU SHUT UP AND LET ME GO” as if he was portraying someone in an independent film. Video+time link: https://youtu.be/tF27TNC_4pc?list=PLEC422D53B7588DC7&t=86
scene time: 3.5 seconds
3. Box Office – American style entertainment video shot of PSY leaving a pseudo theater with the moniker “BOX OFFICE” using a video water mark that has an English character logo and the words “RED CARPET EXCLUSIVE”, another water mark that says “Live”, and one on the bottom left that mixes Korean and English for the words “NOMINATED FOR BEST FEATURE”. Video+time link: https://youtu.be/tF27TNC_4pc?list=PLEC422D53B7588DC7&t=89
scene time: 7 seconds
4. Hollywood Walk of Fame – PSY reaches down to touch a star on the red carpet emulating the famous stars on Hollywoods Walk of Fame. Video+time link: https://youtu.be/tF27TNC_4pc?list=PLEC422D53B7588DC7&t=97
scene time: 9 seconds
5. Korean Oscars? – PSY stands in front of a podium of Flowers after walking past a golden Oscar-like statue in very Korean / Asian style. The words on the screen read “BEST PERFORMANCE – PSY – NAPAL BAJI”. Video+time link: https://youtu.be/tF27TNC_4pc?list=PLEC422D53B7588DC7&t=107
scene time: 7 seconds
6. David Fakerman – The first appearance of an Americanesque person is in this scene which shows PSY talking to a night show TV host likely meant to look like the now retired king of late night, David Letterman. The words on the screen read “NIGHT SHOW LIVE”. Video+time link: https://youtu.be/tF27TNC_4pc?list=PLEC422D53B7588DC7&t=113
scene time: 7 seconds
PSY’s video uses a parody watermark of NBC while David Letterman was on CBS.
7. 2 American girls in bed (SFW) – In this scene PSY lays between 2 white American girls in white shirts and ripped blue jean shorts, shot is interlaced with another shot of Korean men dancing. Video+time link: https://youtu.be/tF27TNC_4pc?list=PLEC422D53B7588DC7&t=144
scene time: 4 seconds
8. American Pirate Girls – PSY jumps from the bed and into a barrel guarded by the 2 American White girls in pirate costume. Video+time link: https://youtu.be/tF27TNC_4pc?list=PLEC422D53B7588DC7&t=161
scene time: 1 second
9. American Pirate Girls pt 2 – PSY is stabbed inside the barrel by white American girls with plastic pirate swords cutting to a plastic barrel toy filled with swords. Video+time link: https://youtu.be/tF27TNC_4pc?list=PLEC422D53B7588DC7&t=172
scene time: 10 seconds
EDIT: I missed an American/Western reference in the imagery, can you find it?