[Books of the Week] 'Chulgeunhaneun Chaekdeul' and 5 More Titles

◆Books Commuting to Work=The author laments once again about boarding the wrong subway today. A company employee who should have taken the ‘commute home’ train but mistakenly boarded the ‘commute to work’ subway. The author confesses that whenever feeling torn apart inside and experiencing the dissolution of self at the workplace, they would hide between the printed letters in books. They found comfort in books that gently encouraged them to head back to work, and captured that message again in writing. The book did not provide clear answers. Finding answers in ambiguity was a cost-ineffective way to relieve pain. However, that ambiguity subtly offered hints as if indifferent. For example, understanding human hypocrisy and pretense through Osamu Dazai’s “No Longer Human,” and grasping the inner psychology of a workaholic boss through Antoine de Saint-Exup?ry’s “Night Flight.” Through such ‘escapist reading,’ the author says they became stronger and clearer. (Written by Gu Chae-eun · Pajit)

◆The Illusion of Choice=Luxury brand Herm?s is famous for ‘choosing’ its customers in a picky manner. The idea that the customer is the one being chosen, rather than choosing, sounds unfamiliar, but in reality, Herm?s’ signature product, the Birkin bag, cannot be bought by just anyone even if they have the money. It is sold only to carefully selected customers based on purchase history and social reputation. Although there are voices criticizing this policy, it remains a coveted brand. The author, an expert in marketing psychology, explains that behind this lies marketers who understand consumer psychology and guide choices according to their desires. The more skilled the marketer, the more they design behavior patterns so that consumers do not notice. The author mentions actual brand marketing cases and explains the marketing effects embedded within. (Written by Richard Shotton · Hans Media)

◆Brand Insights=Shake Shack, Eggslut, Blue Bottle, Citideli, Tim Hortons. These are overseas brands that have successfully launched domestically. What commonalities lie hidden in recently spotlighted brands? The author, who has worked as a brand expert for 22 years, analyzes the factors behind brand success and shares insights. Looking closely, recent brand trends focus on design. It is analyzed that the shell surrounding the essence has transcended to become an essence itself. Segmentation and curation are also cited as important success factors. Modern consumers spend money not on ‘fame’ but on products ‘suitable for me.’ Examples include ‘The Hyundai Seoul’ targeting the MZ generation and ‘Helinox’ targeting camping enthusiasts. The author thoroughly analyzes hit factors such as unique brand experiences, storytelling, maximization of locality, fandom, and rebranding. (Written by Choi Yeon-mi · Banknamu)

◆From the Deep Forests and Seas of Yanbaru=Rooted in the history of Okinawa yet achieving aesthetic accomplishment through unique imagination, this is a collection of essays by Japanese author Medoruma Shun, who has deeply moved many people. The author, who has been recognized for literary value and received the Akutagawa Prize, Japan’s most prestigious literary award, began focusing on writing essays in earnest starting in 1999 when the opposition movement against the Henoko new base began. Believing it a mission to inform about the desperate struggle of Okinawans, the author compiled articles published in newspapers and magazines from 2006 to 2019 into this book. It introduces in detail the Okinawans’ opposition movement against base construction, confronting the Japanese Yamato government that does not hesitate to use physical repression to build military bases. (Written by Medoruma Shun · Somyung Publishing)

◆Korean Merchants, Chinese Merchants, Japanese Merchants=The author introduces management and survival strategies from exporting clothing and fashion accessories to China, Japan, and other regions since the late 1990s. It covers business strategies among Korea, China, and Japan, merchants’ values, and sales tactics to survive fierce trade competition. Stories include Chinese merchants who, once they get what they need, feign ignorance and lose their patience (manman di, 慢慢地) when it comes to money and profit, and Japanese merchants who conceal their identity to approach and reassure, then change transaction methods at critical moments. Introducing various deceptive strategies threatening Korean merchants, the author emphasizes the importance of remembering that even among East Asians, cultures, environments, and values differ. (Written by Lee Young-ho · Snowfox Books)

◆I Decided to Sue My Company=The author is a caf? owner in Chungju. They recount a not-so-pleasant but humorous story of being unfairly forced to resign while working as a company employee, then going through lawsuits and legal battles to finally win. The author points out that youth are not disposable commodities for companies to use and discard, yet society plunders youth under the names of ‘adults’ or ‘bosses.’ Even after working so hard it could be said they poured their soul into it, how should one cope with forced work processes, dehumanizing treatment, and even withheld wages? Having passed through that painful time, the author filters the terrible memories through humor and satire and puts them into this book. (Written by Lee Seung-jun · Inmun M&B)

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