The hype is on ahead of the release of the film version of "Sex and the City" here in Korea on Thursday.
Revived as a movie four years after the TV sitcom ended, "Sex and the City" is exciting not only for devout female fans but also the fashion, retail, and publishing industries as it is expected to once again serve as a fashion bible and a guide to relationships for women of a certain age with explicit sex scenes and fabulous fashion styles, much as the TV series did.
The styles sported by the four lead characters will likely lead to trends among women around the world.
◆ Encouraging Shoeholics
Carrie, played by Sarah Jessica Parker, has a hard time paying her rent but is always ready to blow US$400-500 on a pair of shoes. She is a shoeholic who has to buy shoes she likes even if that means she has no money left for food. "SATC" has generated many shoeholics in Korea, too. Thanks to the show, premium shoe brands previously unknown in Korea like Manolo Blahnik and Jimmy Choo have become hugely popular among Korean shoe lovers. The film features this year's collection of shoes by brands such as Chanel, Prada, Gucci, and Marc Jacobs as well as Carrie's two favorites, encouraging addicts to spend.
◆ The Return of Chick Lit
Chick lit, the chattering tales of work, sex and shopping of young urban women mostly working for the media or fashion industry targets woman readers much like the characters of the genre. "SATC" was at the forefront of the chick lit boom. After its success, other chick lit books like "The Devil Wears Prada" and "Shopaholic" enjoyed great popularity among Korean girls. With the film's release just around the corner, bookstores have already set up dedicated sections.
As for Korean chick lit, "Style" by fashion reporter-turned-writer Baek Young-ok has sold more than 100,000 copies in only six weeks of its release and a deal was signed to turn the novel into a drama.
◆ Brunch Boom
Another trend influenced by "SATC" is a brunch culture. Coupled with the introduction of the five-day work week, a craze for U.S. dramas including "SATC" has firmly established the brunch culture in Korea.
Just a decade ago, there were no restaurants specializing in brunch, but now some 200 restaurants are thriving on it. Recently, Payard, the dessert shop the four characters in the show frequent, opened at the Shinsegae Department Store in Myeong-dong, Seoul. Carrie described it in the drama as the place that sells "the world's most delicious dessert."
◆ Marketing Fever
With the release of "SATC," retailers are rolling up their sleeves to cash in. 191, the global shopping mall operated by Auction, is offering tickets for the movie to those who purchase products related to the film. The site is selling Timmy Wood's "Eiffel Tower" luxury edition bag adorned with 6,300 Swarovski crystals, which Carrie carries in the first scene of the film, for W2.08 million (US$1=W1,023).
It is also putting the standard edition of the "Eiffel Tower" bag for sale for W417,800. Other products in the special event include Carrie's trademark Manolo Blahnik, Jimmy Choo and Christian Louboutin shoes.
D&shop is also holding a special event to promotes the styles of the four leading characters -- sexy and bold Samantha, elegant Charlotte, sophisticated Miranda and Carrie.
