Foreigners are embracing “Konglish” in unexpected ways. English-speaking fans of Rosé and Bruno Mars shout “Apateu! Apateu!” (“Apartment! Apartment!”), echoing a popular Korean term for high-rise homes. In the duo’s recent music video for their chart-topping hit, the word “아파트” (apartment) is even displayed prominently in Korean characters. Belgium’s rapper AR added to the fun, humorously lamenting his confusion as he looked up the meaning of “apateu,” underscoring the global “hip” factor of Korean culture. Today, foreigners keen to stay on trend sing along to Korean lyrics, enjoy dishes like jeon (savory pancakes) and makgeolli (rice wine), and even sport tattoos of Korean characters. This growing global enthusiasm for Korea’s unique cultural expressions marks what could be called the era of “Hip Korea.”
◇ Konglish words become dictionary mainstays
Seoul’s “Seoul Culture Lounge,” an experience space launched by the Seoul Tourism Organization, embodies this wave of interest in Korean language and culture. In just four months since opening, the lounge has attracted over 6,600 visitors from 78 countries. Foreigners taking a Korean calligraphy class there enthusiastically learn to write phrases like “Lovely Paulina” and “Romantic Hasmik” in Korean, sharing laughs as they master the brush strokes. Programs include learning common Korean phrases like, “Auntie, one kimchi stew, please,” and “Are you drunk?” as well as making souvenirs with Korean names and joining K-pop dance classes. “Insa-dong’s name stamp trend has grown into a calligraphy craze, with some classes filling up weeks in advance,” says Tak Jung-sam, director of the Seoul Tourism Organization.
Recently, popular Konglish terms like “fighting” (meaning “stay strong”) and “chimaek” (a combo of chicken and beer) were added to the Oxford English Dictionary, a nod to their mainstream status. Other Korean words, such as tteokbokki (spicy rice cakes), jjigae (stew), and dalgona (sugar candy), are under review for future entries, showing Korean’s rising linguistic impact. Even international sports teams are joining in the excitement: on Korea’s Hangul Day, Paris Saint-Germain F.C. produced jerseys featuring players’ names in Korean, and Germany’s FC Bayern Munich shared videos of their players practicing Korean phrases like “The best” and “I love you.”
◇ Hangul as art and fashion statement
Hangul has captivated the world as an art form. The late fashion designer Karl Lagerfeld once praised it as “the most beautiful script in the world,” likening its shapes to Cubist abstraction. Gucci celebrated this sentiment by releasing limited-edition products bearing its name in Hangul, while British designer brand PREEN featured handbags with Korean phrases like “Stay alert.”
Hangul-inspired products are also a hit with Korean consumers. A Hangul-themed collection launched by Daiso in August sold out within a month, and outdoor brand The North Face recently introduced a Hangul collection with historical Korean scripts in celebration of Hangul Day. For some, Hangul has even become a lasting part of their identity. Italian gymnast Elisa Iorio sports a tattoo reading “Love yourself,” inspired by BTS, and pop singer Lauv has “맛살” (imitation crab meat) inked on his arm, a nod to a favorite snack he discovered in Korea.
At times, this fascination with Hangul takes a humorous turn. American pop star Britney Spears famously wore a dress with “Shinheung Honam Hometown Alumni” (a local Korean community group) written on it without realizing its meaning. Today, we see models posing in shirts with unintentionally amusing Korean phrases. Years ago, it was Koreans sporting foreign-language shirts with unknown meanings, but now the tables have turned—foreigners are wholeheartedly embracing Hangul, even if they don’t always get the joke.
