2009년 5월 19일 화요일

[콩으로 만든 고기? 채식주의자] Soy bean steak? You better believe it

2009.5.8


 

 

Sizzling steaks made with soy beans and vegetable protein, Jjambbong made with vegetable spices infusion instead of chicken gravy, Bulgogi made from wheat protein processed with nuts ...

These are foods that can scarcely be imagined without meat, yet meatless versions filled the table at a vegetarian restaurant in Insa-dong, downtown Seoul, last weekend during a regular Sunday lunch gathering of the Korea Vegetarian Union.

How do they taste? Just like meat but softer, tastier and simpler.

"I used to love meat too, but these are pretty good, aren't they? I became a vegetarian three years ago, and ever since, people tell me I look younger, and I am more

relaxed," said 30-year-old Go Eun-mi, who runs an organic food store, while enjoying her dish of Vege Bulgogi covered rice. "I was one of the people who thought meat was essential for health. But when I visited India and met the large vegetarian population, I figured out that it was nonsense."

Jang Byung-jin, another member, became a vegetarian seven years ago. Having seen bloody excrement after eating chicken one day, he became certain that meat is not something people should eat.

"Everyday I feel like flying. I feel healthier than ever, like I can do anything one can do using their body," Jang said. Leaving the restaurant, the vigorous 27-year-old bought some vegetarian meat and ramen to take home.

Isolated but increasing

There has always been interest on what we should eat, but "people are recently more interested in vegetarianism due to the string of food scares," said Lee Won-bok, 40, president of the union.

"About 3,000 to 4,000 people used to visit our homepage, but since swine flu, the number of visitors shot up to around 7,000," Lee said.

Vegetarian restaurants in Seoul these days are crowded with people during lunch and dinner time. Some of them are actually non-vegetarians taking an interest in vegetarian dishes, Lee said.

Buddhist temple food, which only uses natural ingredients and no meat, became so popular recently that temple cuisine cooking classes opened throughout the city.

Although health authorities have made it clear that the flu has nothing to do with pigs, many people seem tired of meat.

"The vegetarian diet is the best alternative to the risky meat. Not everyone would turn into vegetarians right away, but the preference for a vegetarian diet is definitely increasing," Lee said.

It is actually a worldwide trend. It almost seems essential to be a vegetarian, or at least an animal lover to survive in Hollywood. The vegetarian diets of celebrities like Pamela Anderson, Reese Witherspoon, Maggie Q, Brad Pitt, Tom Cruise and Christian Bale have received attention online.

Korean society, however, is not so warm toward vegetarians yet, says Lee.

"In the United States or Europe, no one minds when I say I'm a vegetarian. Most of the restaurants even have vegetarian dishes prepared for me. But here, people look at me like I'm an alien when I say that I'm a vegetarian, not that they even ask. They are like, 'Why do you live like that?'" said Lee.

Industry insiders say although the number is rising, less than 2 percent of the Korean population is vegetarian, compared to 13 percent in England.

It is an ironic situation, considering how Korea used to be an agrarian society while the occidental countries were more into hunting.

"Korea used to be so poor and weak but made a rapid economic progress and was suddenly exposed to western culture, including meat. Seeing the steaks and hamburgers, we simply thought that eating meat meant eating well. But it really isn't. Koreans should reconsider what well-being really means," Lee said.

For vegetarians to exchange useful information and bond in such a vegetarian-unfriendly society, Lee founded the union in 2000. Now the union has more than 6,700 members and is still growing.

"It is currently a personal preference whether to be a vegetarian or not, but I think more vegetarians means a better world for animals, the environment and of course people. The ultimate goal of the union is to start a vegetarian movement in the society," said Lee.

The truth about vegetarianism

In Korea, vegetarians are often regarded as someone undernourished. Lee said that is not true.

"One of our members sometimes brings her son, who just entered middle school, to our regular lunches. He is a vegetarian from birth, but unlike what people would think, he is totally healthy. In fact, he is already over 170 centimeters and his mother worries that he might be getting too tall," Lee said.

"Precocious puberty, which became a big problem in our society, is caused by the Westernized diet, including eating too much meat. Changing to a vegetarian diet can help stop it."

Some researchers agree that vegetarianism leads to good health.

Lee Gwang-jo, vice president of Korea Vegetarian Society, explained in his book "Our body wants vegetarian diet," that vegetarian diet is good enough to provide all basic nutrients including proteins, carbohydrates, and fat.

"A man in his 20s, for example, needs 1440kcal of carbohydrate, 480kcal of protein and 480kcal of fat per day. They can all be taken in through vegetables without having to worry about cholesterol or saturated fat. Meat and eggs can be substituted with beans," he wrote.

According to some Australian and Vietnamese researchers, vegetarians do not have to worry about bone density either. The researchers compared the bone health of 105 postmenopausal vegan Buddhist nuns and 105 non-vegetarian women, and there was no difference in bone density between them.

"Although vegans do indeed have lower protein and calcium intakes, their bone density is identical to that of people who eat a wide variety of foods, including animal protein," said Prof. Tuan Nguyen of the Garvan Institute of Medical Research in Sydney. This study was published in the online edition of the journal Osteoporosis International.

Some research, however, still shows a worrying perspective.

According to the study published in Clinical Journal by researchers at Oxford University, the incidence of all cancers was lower among vegetarians than among meat eaters.

Colorectal cancer, however, was found more often among vegetarians.

The team, led by Professor Timothy J. Key, collected data from 52,700 people aged 20 to 89 since 1990 and divided them into three groups - meat eaters, fish eaters and vegetarians.

"We should note that vegetarians and fish eaters have low incidence ratios for cancer. But it is interesting that vegetarians have more possibility to have colorectal cancer. More research is needed to find out whether there is a correlation with meat preventing the cancer," Key said.

Another study, published in the Journal of American Dietetic Association, suggests that despite its proven benefits, vegetarianism might mask an underlying eating disorder.

Through the research done with 2,516 teens and young adults, twice as many teens and young adults who had been vegetarians were discovered to have used unhealthy means such as diet pills, laxative and diuretics to induce vomiting to control their weight, compared with those who had never been vegetarians.

About 21 percent of teens who had been vegetarians said they used unhealthy weight-control behaviors, while 10 percent of teens who had never been vegetarians said they did.

Among young adults, 27 percent former vegetarians had used such measures while 16 percent current vegetarians and 15 percent of those who'd never been vegetarians did.

"The majority of adolescents and young adults today would benefit from improvements in dietary intake as vegetarians among the participants were generally less likely to be overweight," said Ramona Robinson-O'Brien, the study's lead researcher and an assistant professor at the College of Saint Benedict and Saint John's University in Minnesota, United States.

"When guiding adolescent and young adult vegetarians in proper nutrition and meal planning, however, it is important to recognize the potential health benefits and risks associated with a vegetarian diet. It may be beneficial to investigate an individual's motives for choosing a vegetarian diet," she added.

By Park Min-young

(claire@heraldm.com)

2009년 5월 18일 월요일

[일본현대미술] Unfamiliar side of Japanese art revealed

The first things likely to come to mind from the phrase "Japanese contemporary art" are history or social issues-themed pop art, or cute characters that girls adore, like Hello Kitty. But there is much more to modern Japanese art, according to Seo Jin-seok, curator of the exhibition "Re: Membering - Next of Japan" which is running at Doosan Gallery and Alternative Space Loop in central Seoul.

It is true that we really never had much chance to see Japanese contemporary art other than pop arts represented by Takashi Murakami or Nara Yoshimoto," Seo said.

"But actually, young Japanese artists since the 1990s tend to enjoy art more personally as a private amusement rather than to consider its relevance to the society. This exhibition will be the first and most experimental exhibition to see a new side of Japanese contemporary art."

The new tendency of the Japanese art is captured in the exhibition title, "Re: Membering."

With "Re:" referring to the letters that appear on replied e-mails, the title implies that the artists, or the "members" of the show, exchange their personal memories and amusements with each other.

Twenty up and coming Japanese contemporary artists including Yoko Asakai, Kazuna Taguchi and Kaneuji Teppei display various paintings, photographs, sculptures, installations and videos at the exhibition.

It will be an interesting experience to see such diverse styles of works clustered in the same exhibition room. Half the exhibits can be found at one gallery and the rest at the other.

The exhibition runs through June 25 at Doosan Gallery in Yeonji-dong and Alternative Space Loop in Seogyo-dong, both in central Seoul. For more information, call (02) 708-5050 or visit www.doosanartcenter.com

By Park Min-young

(claire@heraldm.com)

[강아지까페 vs 고양이까페] Pet cafes barking up the right tree

2009.4.24


The warm spring sunshine beckons us to come out. Looking for something different to enjoy? If you are into dogs or cats, here are some cafes you may immediately fall in love with.

Dog cafe

Dozens of dogs run toward you, playfully wagging their tails at the sound of the door at Bau House, a dog cafe in Seogyo-dong, near Hongik University.

Inside, it is a cute little disaster. About 30 different breeds from a Chihuahua -about the size of your hand - to a Siberian Husky - almost as big as an adult human - run about in the cafe.

The table tops are captured by tiny beagles and schnauzers and stools tip over during friendly dog fights. Five to six sturdy male employees have to bang empty plastic bottles once in a while to maintain order.

While lost in this chaos, you will soon find yourself having fruit juice with a dashing Borzoi observing you on the other side of the table.

"Everyone is welcome at this dog cafe, with or without their own dogs," said Bau House president Huh Jun-hyuk while stroking the dogs crowding around him.

He explained that families, friends and couples visit the cafe looking for something new to enjoy.

First opened in 2000, the cafe became so popular that it moved to a bigger space in 2004. Still, there is a waiting list for late afternoons or weekends.

"Because every moment is unpredictable here, and because some of the visitors even come from very distant areas, they tend to stay for long once they come. Besides, who doesn't like dogs?" Huh said.

The couches are torn down, but nobody seems to care. With all eyes on the furry animals, customers move around freely from seat to seat. If you settle down in a sofa, a bunch of dogs will spring upon you, until one wins and snuggles on your lap.

At the sight of Huh or some regular customers, the pups are extra friendly. If you are new, try wearing an extraordinary outfit. The stranger you look, the more attention you get from the dogs, explains Huh.

"When foreigners come in or a man with a motorcycle helmet or a wig comes in, they go running at them like crazy," he said.

Another way to get their attention is to allure them with the dog gums or hand-made biscuits the cafe sells. The snacks are strictly low-calorie to prevent them from getting too fat.

If you can endure some major face-licking, the adorable dogs and the familial atmosphere will make you lose track of time. But remember, there are still some simple rules to follow.

"Please don't feed them food that people eat, and don't surprise them suddenly," Huh said.

Bau House is situated in Seogyo-dong, central Seoul. There is no admission fee, but the drinks are a bit more pricey than regular cafes. For more information, call (02) 334-5152 or visit bau.cyworld.com

Cat cafe

While Bau House is boisterous because the customers and dogs all mingle together, Gio Cat, a cat cafe in Bongcheon-dong, is a totally different world.

Quiet but cozy, it is just the place for cats and cat lovers. Russian Blue, Turkish Angora, Siamese, etc.; more than 30 different types of kitties are happily nestling on every warm corner.

No need to bang any plastic bottles or have sturdy men manage the cats. Just one manager doing his own work at the counter is enough, as the cats each enjoy their own little private lives.

"Cats love places that are dim and quiet. That's why I picked this area even though it is not a commercial center. Also, I wanted only the people who sincerely love cats to find this place," said Gio Cat president Yu Sang-wook.

Yu did not actually intend to make a cat cafe at first. As he was running a cat adoption business, he opened the cafe in 2003 hoping to give people a chance to experience cats before choosing them.

"Some of the people who say they want to adopt cats and even some cat owners don't know enough about cats. Some owners who do not realize that cat hair can arouse allergies abandon their cats after adoption.

I figured that if I provided a space like this, people could come and see for themselves what cats are like, and how much cat hair falls out. I hoped it would help decrease the number of abandoned cats," Yu said.

Before entering the cafe, visitors need to change into slippers, wash their hands and leave bags under the tables or at the counter.

Rules are written everywhere in bold letters: "Do not carry the cats," "Do not bother them with straws," "Never feed them."

"Cats hate it when they have to do something they don't want. So I'm pretty strict with the customers. If they can't follow the rules, they need to leave. To me, cats come first," Yu said.

As strict as it seems, real cat lovers love the way Yu runs the place. Most of the visitors are regular customers.

It was one of the visitors who first suggested opening a branch near Hongik University so that more people and cats could enjoy the cat paradise. Hongdae branch opened last summer, and is usually crowded with people that it would be safe to make reservations for weekends.

"Ninety-five percent of the customers are women," said Yu.

"Usually people who are very trendy or who live alone like cats because cats are quiet, smaller, potty trained and don't cause much trouble.

"If you have a dog, all your neighbors will know you have one because of their noisy bow wows, but how loud is a meow? I've been living with two cats in my apartment for years but none of my neighbors know," he added with a laugh.

Gio Cat's Seoul National University branch is located in Bongcheon-dong, southern Seoul and its Hongdae branch is located in Seogyo-dong, central Seoul. Admission ranges from 5,000 won to 8,000 won. For more information, call (080) 432-2525 or visit www.giocat.com

By Park Min-young

(claire@heraldm.com)

[화장품코너 남자 직원 늘고 있다] Make up boutiques get male touch

2009.4.14


by Park Min-young

Jeon Hye-seong, a 25-year-old college student, tries on different eye shadows at a cosmetic department in a local department store, enjoying the help of a male shop assistant.

"Smoky make-up does make your eyes look deeper, but the recent trend is semi-smoky. Try it with this pale pink shadow which matches great with your fair complexion. This is the kind of color men like on women," he advises with a wink.

Taking his advice, Jeon buys a pale pink shadow and even picks up a shiny pink lip gloss to go with it.

"Listening to a guy's opinion for a change was more persuading somehow. I ended up buying more than I had planned, but I'm satisfied because I am certain that I got the ones that make me look nicer," Jeon says with a contented smile.

 

 

Even a few years ago, male shop assistants were only found in the shoe departments or men's clothing department. Women's clothing and especially cosmetic departments were considered as off-limits to men.

But things change. Male shop assistants are increasing in department stores to allure more customers.

The number of male clerks in cosmetic department shot up in the recent few years. Among the cosmetic salespersons in 11 Hyundai Department Stores, 36 are men. Compared to last year when there were only 22, the number has increased by 60 percent.

Cosmetic companies placed more male clerks at branches that are more frequently used by younger people.

Among Hyundai Department Stores, the COEX store has the most with 12, followed by the Sinchon store with 10, and the Apgujeong store with six.

The situation is similar in other department stores. Shinsegae Department Store, which used to have only one or two male shop assistants in each cosmetics section, increased the number by at least five and sometimes even 12 this year. In the Gangnam branch alone, 14 men are working in the cosmetics department.

Lotte Department Store has 35 male assistants in its 14 stores in the metropolitan area, and 18 of them work at the flagship store in Sogong-dong.

Male sales assistants tend to be more kind and passionate when explaining about the products or demonstrating how to use the products, according to the department store officials. They seem to consider themselves as pioneers taking the first steps to an area which used to be considered as "women only," the stores say.

"The best thing about male shop assistants is that they can advise the customer what looks good from a man's point of view," said Ji Joon-woo, cosmetics buyer at Hyundai Department Store.

"They also contribute in making a differentiated boutique view, and narrow the emotional gap between male customers and cosmetic boutiques," he added.

It is not only young women who are welcoming more male clerks. Shy men who feel uncomfortable in department stores sheepishly confess that they are more than glad about this change.

"I am not a department store person. Whenever I went there, I felt isolated and even used to get in a cold sweat when a bunch of saleswomen gathered around me to give me a hand. But since I live alone, I do have to go there myself from time to time to buy basic skin care products," said Lee Jong-min, a 26-year-old male.

"If there are at least one or two male assistants around, I feel more comfortable. Naturally, I find myself heading toward the stores with male assistants," he said.

For ladies in their 40s or 50s, the recent popularity of "Boys over Flowers" seems to have a great influence.

"The ambience is totally different at the stores where there are young male assistants rushing around showing off their clear complexion and cute smiles compared to the ones where it is only swarming with women," said Park Eun-mi, a 44-year-old woman.

More ladies actually ask for a male assistant to help them shop. Following the demands, stores are even going over new marketing strategies to maintain their customer bases with male sales assistants.

(claire@heraldm.com)

2009년 5월 17일 일요일

[연예인 엄마 다이어트 비법] Celebrity moms: What's their secret?

2009.4.6


It is amazing to see how many celebrity moms seem to lose weight only weeks after giving birth.

Actress Sohn Tae-young, who shook the nation with her sudden marriage to actor Kwon Sang-woo in September, gave birth to a son in February. She is already getting ready for her comeback in a TV drama starting May and it appears in photos as if she had never been pregnant.

Actress Kim Hee-sun and comedian Park Kyung-lim both had babies in January, but are already back to looking how they used to if not better.

Their secret?

Aside from sticking to organic diets and working out a lot, the key to celebs' rapid loss of weight following childbirth lies in breastfeeding.

Kim said she used to weigh up to 70 kg but has quickly lost most of the pregnancy weight gain thanks to breastfeeding.

Kim encourages it and childbirth in general in a recently released book, "Kim Hee-sun's Happy Mom Project," filled with tips and know-how for expecting moms.

Park is another advocate of feeding babies the natural way.

"I have heard that breastfeeding helps you lose weight gained during pregnancy, and when I tried, it more than worked!" Park exclaimed on her radio show on MBC FM. It has been only two months since she delivered her son, during which she lost 18 kg.

"As I started [breast feeding], I became slimmer and my son grew fatter," she said.

In fact, looking more fit than she did before her marriage, Park is modeling in promotional photo shoots for her online shopping mall.

Actress Chae Si-ra, a former breastfeeding publicity ambassador of UNICEF, continues to speak up for the benefits of breastfeeding although she retired from the position.

Chae saves same breast milk every day between her busy shooting schedule for the KBS TV drama "Iron Empress." She has the milk frozen and makes sure it is delivered to her son, safe and fresh.

"I didn't drink any alcohol for the last 13 months to breastfeed my child," Chae said in an interview with KBS 2TV in January. She had also breastfed her daughter in 2001.

So, exactly how helpful is breastfeeding for losing weight?

"Breastfeeding 100 ml of milk makes a mother burn 75 kcal. Considering that babies need a maximum of 750 ml per day, breastfeeding mothers burn around 500 kcal each day," said Yun Myung-hee, an international board certified lactation consultant.

"It all adds up, and after three to six months of breastfeeding, mothers can regain their slender physique."

University of Georgia researchers Irene Hatsu, Dawn McDougald and Alex Anderson reported the results of their study on the effect of infant feeding on maternal body composition to the International Breastfeeding Journal last year.

They measured body changes among 24 mothers from 19 years old to 42 years old at 12 weeks postpartum.

According to their report, mothers who exclusively breastfed lost the most weight of 4.10 kg to 4.41 kg, while mixed feeding mothers lost 2.79 kg to 3.09 kg. Exclusively breastfeeding mothers also consumed more calories than mixed feeding mothers, 1,980 kcal to 2,598 kcal versus 1,541 kcal to 1,737 kcal.

"It was most likely due to breastfeeding's high energy cost. This suggests that there is the need to encourage mothers to exclusively breastfeed as a means of overweight and obesity prevention," the researchers said.

It is also common knowledge that breastfeeding not only helps mothers lose weight, but also makes the baby healthier and tightens the special mother-baby bond.

"Babies are most comfortable in their mother's arms. Of course, breastfeeding is important in nutritional terms, but is also important in terms of building a bond between the mother and baby," said Lee Ha-baek, professor of pediatrics at Hanyang University Medical Center, at an event during the World Breastfeeding Week last August.

 

By Park Min-young

(claire@heraldm.com)

[완벽한 한복 고르는 방법] Four steps for the perfect hanbok

2009.9.13


Elegant full skirts with delicate cropped tops. One of the best things about traditional Korean holidays is the chance to put on hanbok. Vivid colors of the traditional dress here and there definitely add to the holiday spirit.

While Koreans may not wear hanbok as often as before - it is not the most comfortable attire in the world - the beauty of hanbok continues to stir women. Hanbok designers also continue to roll out new designs in keeping with overall fashion trends, so there`s no need to get bored with the same old styles.

Try putting on a hanbok this Chuseok. The Korea Herald interviewed three major hanbok makers to give readers tips on wearing hanbok.


 

(From left) Park Sul-nyeo hanbok, Maison de Lee Young Hee, Keumdanje hanbok


Colors

Autumn colors are now in fashion for hanbok.

"Orange, olive green and gamboge are the hot colors now," said Lee Il-sun, top designer at Keumdanje, a leading hanbok maker.

But no need to worry, hanbok is not as season-sensitive as Western clothes.

"One of the best things about hanbok is that you do not have to worry about trendy colors so much," said Park Sul-nyeo, top designer of Park Sul-nyeo hanbok, another top brand. Park`s only advice is to avoid pale colors if you are not wearing make-up or dark colors if your skin is very tanned.

The important thing is to see if the color matches a person`s features and complexion.

"Pale skin and soft countenance matches with pastel tints, while people with strong features do well with darker colors," said Lee.

Style

The basic rule in choosing a style of hanbok is to wear a traditional hanbok if it is only for the Chuseok ceremony, and a modern hanbok if one has a party to attend later in the evening.

"Elderly customers are still fond of the original style but younger customers look for more unique ones," said Lee.

Lee said that "Eo U-dong style" - characterized by a short top and layered skirt - became very popular as party wear after 2006 Miss Korea Honey Lee wore it at the Miss Universe competition the following year.

"You can wear the `jeogori,` the hanbok jacket, at the beginning of an event and take it off for the party afterwards. With a shawl, it is a perfect party dress," Lee said.

Lee Young-hee, lead designer of Maison de Lee Young-hee, said the key point in modernizing hanbok is to make it light and modern but keep it hanbok-like.

"Little changes give it a modern look," Lee said. "For example, single-layered sleeves that are a little see-through or breast-ties that are on the side instead of on the middle look more modern and are very practical."

But one should avoid trying too hard to fit into modern trends when the style does not suit. Lee said that the best way to pick your hanbok is to think of your character and aura.

"Every single person has a different aura," she said. "For hanbok, it is not always the best thing to try to follow a certain trend. If it clashes with your aura, you will look hideous even though the costume is hot."

Accessories

Minimize accessories for original hanbok. A traditional pair of twin gold rings or "norigae" - traditional ornaments for hanbok - is often enough. "Even the hanbok itself shouldn`t have too much in the way of patterns or embroidery," said Park.

For more modern hanbok, wilder accessories are allowed. "With modern hanbok, you can even wear earrings or a necklace," said Lee Young-hee. Flamboyant hairpins or shawls are also a nice match with modernized hanbok, she added.

Additional tips

This year`s Chuseok is likely to be warmer than usual, so designers recommend hanbok made of lighter material. Lighter colors also help one feel cooler.

A person must be extra tidy when wearing hanbok.

"No matter how pretty you are and how pretty the hanbok is, it appears ugly if it is wrinkled or not worn properly," said Park. Proper shoes for hanbok are also required, not regular shoes worn with western outfits.

Park said that women should make their jeogori and skirt tilt about 4cm to the front. The shoulder line also looks better when leaned forward - about 2.5cm.

"Make sure the breast-tie is not too loose or too tight," she added.

Another important tip to remember: keep your shoulders straight.

"People usually crouch their shoulders when wearing hanbok because they are not used to it, but it does not look good," Lee Il-sun says. She advised that foreigners would be more comfortable in a longer and slimmer jeogori.

Hanbok, the fashion world`s new hot item

It is not a bad idea to take this Chuseok as an opportunity to start wearing hanbok more occasionally. Designers say that hanbok is definitely becoming a big fashion trend.

Korean hanbok designers have done many fashion shows in and out of the country and have all received a big applause. Hanbok designed by Lee Young-hee was even named "the clothes of the wind" in New York, signifying how the costume softly wavers as the wind blows.

Hanbok attracts foreigners in many ways, according to Lee Il-sun. First, they are dazzled by the various and vivid colors of hanbok.

"Hanbok is the most colorful traditional costume in the world," Lee said.

Then they are shocked learning how each pattern has different meanings. Each character of "sibjangsang," or Korea`s 10 immortal animal characters, commonly used in hanbok, signifies wealth, longevity, love, and more.

"Foreigners are amazed when they hear that most of the hanbok is made by hand," Lee said. Many designers still insist that hanbok should be made by hand, from dyeing the materials to embroidering patterns.

Designers expect that hanbok styles to vary even more in the future.

"We are going to continue developing various kinds of hanbok while maintaining the traditional taste," Lee said.

If you are a fashionista, consider including hanbok on your next shopping list.

By Park Min-young

(claire@heraldm.com)

[옷 리폼, 대여 열풍] Why buy new clothes? Rent or reform!

2008.9.9


Fashion evolves at the speed of light.

Skinny jeans looked like they would rule forever, but their dominance is now threatened by wide pants. Fashionistas who cannot bear to miss out on the next-big-thing have no choice but to use their last penny on shopping.

Gladly, two saviors named "rent" and "reform" are here to help you stay fashionable and still keep most of your money, even during this economic slump.

In an outfit-rental shop near Gangnam subway station last week, an anchorwoman-wannabe was trying on a white jacket. She said, "I passed the first camera test wearing a dress suit from this shop, so I`m here to borrow another one for my next interview," she said. "Some of the other girls buy suits every time there is a test but, believe me, it can cost you a house."

 

At clothes-rental shops in Seoul, which are concentrated in the posh southern district of Gangnam-gu, it takes but about 50,000 won ($46) for a makeover. If you take out a membership - a one-time down payment of 100,000 won that`s refundable if you decide to get out - some clothes are even cheaper. Most shops offer a selection of anywhere from hundreds to tens of thousands of items, including shoes and bags.

"Our earnings increased much more compared to the same month last year," said Kim Min-ju, the CEO of Change Lady, a rental shop which opened last year. "It is usually college students or career women who come before an important interview, wedding, or party. Some customers put in orders even from Busan after checking out our website."

For those who need party outfits, Nonhyeon-dong is the place to go. There are more than 20 shops where you can rent designer goods like Gucci, Chanel and Valentino.

 

A style coordinator picks out an outfit for a customer at Lux, an outfit rental shop in Yeoksam-dong, on Friday. [Kim Myung-sub/The Korea Herald]


The clothes-renting business started more than five years ago. But, before last year, these places catered mainly to singers and bar hostesses at nearby clubs, and most of the clothes were very revealing.

But, thanks in part to the increase in Western-style parties, the kinds of customers have been changing.

"The general public takes up about 15% of the market now, and is continuously increasing," said Lee Bum-kyu, who is CEO of LUX, a rental shop in Yeoksam-dong.

Rental shops are very busy on Fridays because party girls come in crowds to rent dresses. "I can borrow 20 pieces of clothes for money that`s not enough to buy one," exclaimed a regular customer. At LUX, the fee to rent one dress is normally 50,000 won, but paying a flat sum 500,000 won allows a customer to rent 20 times.

Rental shops are also generous with the after-service. If you get your dress ripped while partying too hard, the dress shop will bring another dress to the club door.

The shops also have professional coordinators on hand to help customers choose their outfits. "People now are very interested in new trends," said Lee, "The first thing they ask is `What`s hot now?` Some even demand very specific items they want."

Another trend that is taking root is "clothes reform." There are many online communities now where you can learn about the basics of clothing repair. Skillful bloggers upload video clips demonstrating how to "reform" on the internet. Before-and- after photos of their renewed clothes are quite useful.

Those who lack the skill to fix up clothes by themselves can of course turn to professional reform shops. For example, the area around Ewha Woman`s University in central Seoul, which is known for its many low-priced and fashionable boutiques, there are more than a dozen such shops.

Most of them have been there for a long time and are famous for their excellence at repair. "Older women who used to be students around here still come to fix their clothes," said Lee Jeong-se, the CEO of Young Reform.

Customers these days visit not only to get their clothes fixed, but to change them into a new, trendier design. "This pattern is back in style. I just need to tighten it a little," said a college student who brought her mother`s checkered skirt. It only cost her 10,000 won to take home a new skirt.

"We used to lead the trend, but our customers know better these days," said Lee. "Their demands have become so precise and complex that even our workers, who are practically designers themselves, often get headaches."

Costs vary, depending on the complexity of the job and the design and texture of the clothes. Some shops also deliver.

By Park Min-young