This Way to Apgujeong Rodeo is a sculptural installation made out of light boxes that was first installed at the Museum für Asiatische Kunst, Berlin. While researching in Seoul, the artist collected names of cosmetic surgery clinics and noticed a curious pattern of humorous names in Konglish, that is, English words written out in Korean. The Korean alphabet is phonetical and like other countries influenced by globalization, foreign words are often used to convey cosmopolitan brand identity. Often the English language denotes status. Some of the names printed on these light boxes are Top Class, Double You, Wannabe, Winners Nose Shop and Good Line.
This light-box-tower sculpture evokes the colorful signage on commercial buildings located in South Korea. The artist collected the humorous Konglish names of Seoul based cosmetic surgery clinics: English words written out in Korean. Since the alphabet is phonetical and influenced by globalization, foreign words, especially from European languages are used to convey cosmopolitan brand identity and denote status. Clinics include: Top Class, Double You, Wannabe, Winners Nose Shop and Good Line. The Chinese character light-box references the overwhelming numbers from Chinese speaking clientele that seek cosmetic surgery in South Korea. South Korea advertises such attractive medical tourism tied in with Hallyu, named by the Chinese media to describe the South Korean cultural wave that has taken over the world since the 1990s. Package deals combine plastic surgery with K-Pop concerts, visits to famous Korean film and television shooting sites, shopping outings for Korean fashion, and special Korean cuisine tastings.