Are Santa Claus and the Jeoseung Saja Similar?

Black Clothes and Stern Santa, Current Image Shaped Through the Great Depression
Grim Reaper Also Used to Be Colorful...Commonality in Changing Stereotypes
Coca-Cola and Dyson, Great Success Through Creating and Breaking Stereotypes

Santa Claus will be coming tonight wearing his red clothes. With curly hair and a full beard, carrying a red hat and a red sack of presents.

'Red' is the color that naturally comes to mind when thinking of Santa Claus. However, it is said that Santa originally wore black clothes instead of red. He was also slender. What did Santa originally look like? And how did he end up changing his clothes?

Santa in Black Clothes... Reborn with Red Clothes and a Full Beard

The name of Santa Claus, called 'Santa Claus,' originates from Saint Nicholas. He was famous for his many good deeds.

In the 12th century, French nuns gave gifts to children on the eve of Saint Nicholas Day to commemorate his good deeds. This custom settled in various countries, changing names and dates along the way.

In Korea, he is called Santa Claus, also known as Santa Hal-abeoji (Santa Grandfather), but overseas he has been called by various names such as 'Sanct Herr,' 'Pere Noel,' and 'Kris Kringle.'

Christmas card issued before the 1930s

His appearance was also depicted in various ways. A slender man who could slide down chimneys, a gloomy fairy, a bishop wearing a hunter's coat, and so on. The color of his clothes was mostly black.

Changes began after the 1930s. The various appearances gradually unified, and the grandfather with the red clothes, white beard, and plump body that we commonly know came to represent Santa's image.

The background to this change involves Coca-Cola. Yes, the carbonated drink Coca-Cola.

The Great Depression Gave Birth to the Red-Clothed Santa Claus

On October 24, 1929, the New York Stock Exchange experienced a massive crash, known as the Great Depression. Coca-Cola faced managerial difficulties and needed a new approach, a new marketing strategy.

In 1931, Coca-Cola commissioned Haddon Sundblom, an American painter and advertising illustrator, to draw Santa Claus.

Santa Claus surrounded by children drinking Coca-Cola (1930)

The Santa Sundblom drew wore the trademark red clothes and white beard. The red color was the color of Coca-Cola's logo, and the white beard symbolized the foam.

This was different from the mixed images around the world before. It did not carry the solemnity associated with Saint Nicholas.

It was a playful image of Santa, tired from Christmas 'next-day rocket delivery,' sneaking into a house to gulp down a Coke from the refrigerator. He was like a mischievous friend playing pranks with children.

Coca-Cola's marketing featuring the changed Santa was a huge success. Santa became Coca-Cola, and Coca-Cola became Santa.

Santa Claus, who came to give a gift but got thirsty. When caught trying to drink a Coca-Cola from the refrigerator, he looks surprised. (1959)

The Pale-Faced Grim Reaper... Originally a More Splendid Appearance

Black robe, gat (traditional Korean hat), pale face, gloomy atmosphere. You probably think of something right away. Yes, the Grim Reaper.

You might wonder why the Grim Reaper is mentioned while talking about Santa Claus. They have different nationalities, professions, and atmospheres, and seem to have nothing in common, but these two also share something.

The Grim Reaper was not originally the image we commonly know. Let's look at old records about the Grim Reaper.

In the Annals of the Joseon Dynasty, the Grim Reaper is described as not wearing a gat and dressed in colorful official robes.

A painting depicting the Grim Reaper in Buddhism

In Buddhist paintings, the Grim Reaper is depicted like a general wearing splendid clothes.

So how did the Grim Reaper in black robes come about? It originated from the fantasy-horror drama 'Jeonseol-ui Gohyang' (Legendary Homeland) aired on KBS about 40 years ago. Here is what the producer, Choi Sang-sik, said.

"Previously, there was no character image of the Grim Reaper. So I thought, let's create a Korean-style image of 'death.' The image of death is pitch black. So let's dress him in a black robe. And paint the face pure white to contrast with the black. That's how the Grim Reaper came about." - (tvN 'You Quiz on the Block' - Episode 96)

Do you see the commonality between Santa Claus and the Grim Reaper?

Stereotypes Are Not Fixed... Either Occupy (Create) or Destroy Them

Yes, that's right. The images or ideas we commonly know are actually created by someone. Stereotypes are never fixed and they change.

Stereotypes are a core element of corporate marketing. How to handle stereotypes and how to approach them are key factors in a company's success or failure.

Successful companies either occupy (create) stereotypes or break them.

Coca-Cola can be seen as a case of occupying a stereotype. They cleverly applied the codes of red and Santa to Coca-Cola.

On the other hand, there are cases of success by breaking stereotypes.

A company that broke the common sense that furniture must be fully assembled: IKEA. They introduced the concept of DIY (Do It Yourself), where consumers assemble the products themselves. Everyone expected failure, but they overcame it with affordable prices and quality. Moreover, the value of furniture assembled with one's own sweat was different.

The idea that fans must have blades has also been completely broken. Dyson's bladeless fan was selected as one of Time magazine's 'Top 10 Inventions of the Year' in 2009. They also challenged the stereotype that vacuum cleaners must have dust bags and succeeded.

"To succeed, either occupy the stereotype or destroy it."

In 2022, Santa's sack of presents also contained such gifts for entrepreneurs.

This content was produced with the assistance of AI translation services.