[In-Depth Look] A Return to Dongbang Yeuijiguk, the Land of Etiquette, Showing Respect to Kkondae and the Elderly

Kim Ik-seong, President of the Asia-Europe Future Society and Professor at Dongduk Women's University

Kim Ik-seong, President of the Asia-Europe Future Society and Professor at Dongduk Women’s University

The term "Dongbang Yeui Jigu" means a country in the East known for its etiquette, a phrase once used by China to refer to Korea. However, our current situation is far from being a country of etiquette. Since when did we stop greeting each other properly? In childhood, even when it wasn’t a holiday, seeing rice cakes at a house meant a new neighbor had arrived. These days, even I hesitate to greet neighbors. When the other person greets me, they feel uncomfortable. On rainy days, it is hard to see young people giving up their seats to the elderly on public transportation. Everyone seems too tired and falls asleep.

Etiquette can be seen as a medium that maintains positive human relationships. In that sense, etiquette is based on fair and just relationships rather than hierarchical ones. However, at some point, the derogatory relational term "kkondae" appeared in Korean society, becoming a subject of satirical relational culture. Older bosses or elders have come to be seen as a social burden, and young people call them "kkondae." As Korean society ages, voices opposing pension cuts and free subway rides for the elderly are growing louder. Older "kkondae" who have lost their jobs or seniors under their 80s have no money or hobbies, so they go hiking.

But if pensions are cut and they are asked to pay even to ride the subway, that would be a serious problem. Recently, even in the presidential election landscape, there are hardly any pledges for "kkondae" or the elderly. They are not a focus of Korean society’s interests. There is no discussion, respect, or corresponding etiquette for the social achievements made by so-called "kkondae" and elders in their youth. This is the result of flawed current education programs and the nuclear family system. On top of that, the introduction of computers and the internet, along with the spread of social networking services (SNS), delivered a decisive blow. Broadcasting and corporate marketing ads reflecting this have combined to gradually erase etiquette and establish new normative cultural values in society.

Elders and "kkondae" who cannot handle innovative technology well are rapidly moving away from the center of society. I agree with the intention to improve long-standing traditional problems. However, using that as an excuse to problematize family gatherings during holidays or ancestral rites denies our traditions and roots. In the West, there is also a custom of families gathering to exchange gifts and share meals at Christmas. When I studied abroad in Germany, people greet strangers even in elevators or quiet streets. The culture of giving up seats to the elderly on buses existed in the past and still exists today. Facing a new socio-political order driven by convenience and money, Korea is no longer the Dongbang Yeui Jigu.

These changes and phenomena of the times will be undesirable problems that reduce Korea’s social productivity and global competitiveness. A society without etiquette will see trust diminish in the long term, increasing management costs within organizations. The current MZ generation (Millennials + Generation Z) will also become "kkondae" someday.

Etiquette education must be mandatory in homes and schools. The scope of etiquette education should include sexual prevention education and human rights education. Ultimately, leaders from the government, schools, corporations, broadcasting and media, civil society organizations, and religious sectors must come forward to create a social atmosphere that values etiquette. We hope that the new advanced culture of Dongbang Yeui Jigu will return to Korea.