[This Week's Books] 'Without End or Boundary' and Others

Without End or Boundary

This contains interviews with 12 heads of major domestic brands such as Lotte Chilsung Beverage, CJ CheilJedang, IKEA Korea, and LG Electronics. In an era of endless competition, the importance of creating and maintaining brand value is growing. The 12 leaders interviewed say that if a brand does not constantly contemplate its reason for existence and evolve, it will be forgotten. They avoid blindly following trends and strive to play the role of a leader rather than a follower to become the best brand. (Written by Woosungwoo et al./Wisdom House)

The Roots and Branches of Modern Korean Studies

This examines the origins of how modern Korean studies discourse was formed. The author views Korean research conducted by Western missionaries for missionary purposes, research on Joseon studies by the Governor-General of Korea and Japanese scholars during the colonial period to justify colonial rule, and research by Joseon scholars as the background that shaped modern Korean studies discourse. The author argues that modern Korean studies were not formed from a uniquely Korean perspective and that Korean scholars’ research was not free from the influence of Western missionaries and Japanese colonial rule. (Written by Yuk Youngsu/Dolbegae)

Knowledge of Words for Adults

This corrects common mistakes in everyday Korean language use. The author worked as a proofreader for a news agency for 29 years and has written columns on the Korean language for over 10 years. Using interesting etymologies and vivid examples, the book explains Korean language easily. It introduces Sino-Korean words that even journalists confuse and misuse, such as ‘myoryeong-ui halmeoni’ (a grandmother of a certain age), ‘yumyungse-reul tada’ (to gain fame), and ‘jamun-eul guhada’ (to seek advice), and offers wise and warm solutions regarding spacing, the use of ‘saisiot’ (interfix consonant), neologisms, and dialects. (Written by Noh Kyunga/Life & Page)