​ Inga Griese, editor-in-chief of ICON / Courtesy of Inga Griese  

A growing number of foreign newspapers, broadcasters and magazines have been featuring Korea in recent years, prompted by the increasing global popularity of and attention to the country’s cultural content. 

Often, the subject has been how Netflix’s megahit series “Squid Game” appealed to global audiences or how that dystopian drama’s characters were featured prominently as Halloween costumes in 2021. The arrival of Korean cinema is another common theme, following the multiple Oscars for “Parasite” the year before and Park Chan-wook winning Best Director for “Decision to Leave” and Song Kang-ho Best Actor for “Broker” this year at Cannes. Of course, K-pop boy band BTS has been a hot topic for years. 

But it was very rare for a magazine to dedicate a whole issue to Korean content, focusing on not only entertainment such as films, K-pop and dramas, but also Korea lifestyle for an all-encompassing approach that includes fashion, food, cosmetics, tradition, crafts and architecture. 

That was until Berlin-based magazine ICON came out with its May issue. The 83-page edition – available both in German and English – is all about Korea. And this was made possible by its Editor-in-Chief Inga Griese. 

The veteran journalist with more than 40 years of experience said her interest in Korea began many years ago when she learned about its modern history, namely Koreans’ struggle for freedom, wealth and self-determination. 

Griese wrote in an email interview with Korea Here & Now that she loves Korea’s “clear approach to the digital world.” She fondly recalled a trip to Seoul in May 2015 for the Chanel Show, “The taxi driver asked if I wanted to use his [Wi-Fi] hotspot for my emails.” At that time in Germany, she lamented, you could still meet people reluctant to embrace the internet or even cell phones.

She wanted to dedicate an entire issue of ICON to Korean entertainment and lifestyle as early as 2019, but the COVID-19 pandemic pushed back her plan. 

“I reconnected in 2021, which probably even was a better moment, as during the last two years, the success of the streaming platforms kind of propelled the Korean film industry into the next dimension of success and respect,” Griese said. “The light is on South Korea now.” 

ICON Editor-in-Chief Inga Griese, left, and Korean actress Youn Yuh-jung pose after an interview. Screen captured from Inga Griese’s Instagram 

“In our ICON issue dedicated to Korean lifestyle, we had not only shootings and interviews with amazing actresses, actors, musicians and entertainers, but also articles about food, traditional clothing, the new art and design and cosmetics.” These latter articles, she said, were just as well received as the celebrity-centered ones. 

In the editorial for ICON’s May edition, Griese wrote about growing disillusionment with New York as its energy seems to be slipping into an “ever-widening chasm between mega-wealth and reality.” She contrasted that with “Seoul [having] successfully set out to become the new hotspot as a livable, creative, dynamic city.” Praising Koreans for their “unconditional will to persevere ... instead of complaining” … “And the Politeness!,” she confessed, “Seoul is, sorry dear, my new New York” – in the sense of “a booster of both creativity and strength.”

“Regarding the future of K-Culture I’m very optimistic. The limelight is on,” she reconfirmed in the August interview, “I think Korea is in a very interesting time … more of an elegant than destructive revolution. My only advice would be: Let the young people speak up and express themselves. Don’t be afraid of misunderstandings. Communication is the bridge within countries and within the world. I’m for sure very happy to have the opportunity to run back and forth between Europe and Korea.”

**If you have any questions about this article, feel free to contact us at kocis@korea.kr.**