[This Week's Books] "Woke Capitalism" and More

Woke Capitalism

In the United States, the term 'woke' has lost its original meaning of 'being awake' and has instead come to signify 'pretending to be woke.' The author uses this as an example to criticize the phenomenon of corporations co-opting the language of progressivism to encroach upon democracy. Woke capitalism claims to stand for social justice, but the author warns that, in reality, it is a strategy designed to secure long-term corporate profits. Companies like Gillette and Nike are criticized for using discourses on human rights and feminism in their marketing to manipulate consumer consciousness. The author argues that, beyond left-right debates, such corporate power exacerbates inequality and undermines democracy. (Written by Carl Rhodes | Yeomun Books)

Next Value-Up

The author identifies the causes of the Korea Discount as distrust in capital markets, inefficient governance structures, and an overemphasis on real estate, proposing 'trust capitalism' and 'Value-Up 2.0' as solutions. Value-Up is presented not as a government policy, but as a market-driven promise, emphasizing that government, corporations, and investors must work together to build trust and long-term value. The next leap for the Korean economy depends on institutional trust rooted in transparency, fairness, and consistency. The book weaves together strategies for sustainable growth across AI, climate, energy, ESG, and pension reform, stressing that "Value-Up is not a policy, but a culture, and not just numbers, but a system." (Written by Shin Jiyoon | Medici Media)

The Evolution of Immigration

This research book covers 100 years of Korean immigration to Australia, tracing the flow of Korean migration from John Korea, a young man from Joseon in the 19th century, to the modern working holiday generation. Professor Song Jiyeong, the author, analyzes both 'push factors' such as poverty, war, discrimination, and education, and 'pull factors' such as working conditions, vision, and natural environment, through extensive archival research and in-depth interviews with first-generation settlers to younger generations. The book documents the shift from survival-driven migration to well-being migration aimed at 'living authentically,' providing insights into the transformations of Korean modern history and the direction of social development through the Korean diaspora. (Written by Song Jiyeong | Prunsoop)

Attachment Artifacts

This is an essay on artifacts, offering literary interpretations of 36 treasures from the National Palace Museum in Taipei. The author, a scholar of Chinese classical literature, invites readers to hold these artifacts in their hearts, much like the emperor's treasure box 'Dabogyeok,' demonstrating a refined sensibility that traverses history, art, and philosophy. The book encourages readers to appreciate artifacts not just with their eyes, but with their hearts, building a bridge between the aesthetics of the times and a deeper understanding of human nature. From Song dynasty celadon to Qing dynasty enamelware, the book explores the artistic sensibilities of three generations of emperors and the spirit of master artisans, reviving human emotions and history through the light of these artifacts. (Written by Zheng Ying | Geulhangari)

2026: The Code of Public Deficiency - Lonely Individuals and Companion AI

This is a cultural psychology report that interprets the AI revolution not as a technological shift, but as a response to human 'deficiency.' AI is described as a 'silent revolution' that transforms human emotions, relationships, and self-awareness more profoundly than industrial innovation, having developed amid loneliness and fatigue. The author diagnoses the core deficiency of Korean society as 'disconnected relationships,' suggesting that attempts to fill this gap may, paradoxically, deepen isolation. By analyzing seven key deficiency keywords that will shape 2026, the book explores public desires and social change, emphasizing that "it is not technology, but human deficiency, that determines the future." (Written by Yoon Deokhwan | Secret House)

Planning That Sells, Brands That Survive

This book shares the insights of a food and beverage (F&B) planner with 30 years of experience, who contributed to the success of CJ CheilJedang's Bibigo, Hetbahn, and Baeksul brands. The author emphasizes that "products that ultimately sell have a story," highlighting the importance of planning that addresses consumer needs, local sensibility and storytelling, and the insight to identify gaps in the market. Through successful examples such as Morning Tofu, Hakoya, and Hetbahn Cupban, the book presents ways to realize the essence of a product in its optimal form, arguing that, even in the age of AI, the planner's competitiveness lies in the ability to ask the right questions and interpret data. (Written by Lee Jueun | Hreum Publishing)