South Korea knows best how to capture the Thai heart, and the Thai market. Their export of cultural commodities over the decade has been exceptional in different media, from K-pop music to TV series (in both historical and contemporary styles), from movies to cuisine. Now they want to shift the spotlight to Korean books.
The biggest news in the Korean publishing industry is when Han Kang's The Vegetarian won the 2016 Man Booker International Prize. In Thailand over the past few years, a number of Korean-to-Thai translated books have been published, mostly for young readers, and last week the Korean Cultural Centre launched "K-Books Exhibition", which will continue until Nov 25.
The exhibition is set up as a library where readers can explore a variety of K-lit. But it's all for your eyes only since the exhibition's books are neither for lending nor for sale. Most of the books are Thai translations of Korean originals, but there are also a few Korean translations of Thai books for Korean readers as well.
Kim Ryeowook of Super Junior. Photos courtesy of Korean Cultural Center
The exhibition's opening day last week was crowded. In a bid to draw attention and to tie the publishing business with other successful K-pop culture, the centre invited Kim Ryeowook, a popular singer with the boy band Super Junior, as the main guest. It worked, because his dedicated fans queued for five hours in advance to reserve the limited seats at the event. The event also was bittersweet for Ryeowook and his fans since it was one of his last appearances before beginning a two-year military enlistment next week.
The 29-year old K-pop singer was a pioneer in exporting Korean pop culture to international audiences, especially in Thailand where Super Junior commands a huge following of screaming teenagers. In Bangkok, Ryeowook didn't fail to please his fans. He went from saying some sweet Thai phrases to singing Thai and Korean songs to playing games with the attendants. Most importantly, he carried books to recommend for his fans to read. Delightful hoots echoed around the Cultural Centre, with the event seemingly designed especially for his fans.
Since you're here for the book exhibition, how much are you into books?
I usually read quite a lot as I also worked as a DJ. To be able to keep talking with audiences, I need to have a lot of knowledge and information so I just keep reading. Or even when I was young, reading was something I liked to do. I've learned a lot from reading.
Are there any particular kinds of book you like?
It depends on how I feel at the moment. If I'm tired, I would pick the one that can help heal my emotions and encourage me. If I want to be entertained, I would read something fun such as comic books. And recently I read quite a few travel journals.
Why is your first solo album named after the book The Little Prince?
Many songs in my first solo album are inspired from The Little Prince, which is one of my favourite books. I think the songs that have lyrics related to the book are meaningful and approachable.
What books would you recommend to Thai readers?
Kim Rando's Youth, It's Painful, Kim Jin-kyung's Cat School and Nam In-sook's The First Aid Kit In My Mind. They are positive books that have a power to heal and encourage the readers. They are also easy to read.
How do you feel trying to promote Korean books to Thai readers?
I'm very proud of that. Thailand also means a lot to us as it was the first international country we visited. I feel grateful for being a part of helping Thais learn about K-pop. I would like to thank all Thai fans and I really hope they love K-books as they do K-pop. I believe the K-books exhibition will also be a medium to strengthen Thai-Korean relationship.
Do you think K-lit will be as successful as K-pop and Korean movies?
I'm not sure how big the reading culture is in Thailand but I really want to recommend Thais try reading Korean books as they are really good. I myself have experienced reading quite a few translated books from different countries, such as Japan, and I found it very enjoyable. I would definitely love to read Thai books in the Korean language.
What makes Super Junior so popular in Thailand?
Every time we perform in concert, singing is not our only job. We care a lot about entertaining our fans. We would do anything to make our fans happy.
How do you see K-pop doing in Thailand right now?
After Super Junior's Sorry, Sorry paved the way for K-pop in Thailand, it led to other K-pop bands being recognised, which I'm really glad about. I hope more and more K-pop bands will continue having a chance to entertain Thai fans who have very nice smiles.
What's your plan after you're done with enlistment?
There are quite different things I would love and could do. Other Super Junior members who finished the enlistment are back in the industry and continue working with Super Junior. Most importantly, I also want to keep in touch with my Thai fans as well as carrying on other activities that have something to do with the Thai-Korean relationship.
K-Books Exhibition is on view at Korean Cultural Centre, Sukhumvit 15-17. Tel 02-651-0165-8.
