Psy arrives to perform at the Hard Rock Hotel & Casino during Rehab, the resort's weekly pool party, on October 21, 2012 in Las Vegas, Nevada
(October 20, 2012 - Source: David Becker/Getty Images North America)
SEOUL: Hundreds of millions have watched the dance and listened
to the song -- most without understanding a word -- but very few have any idea
what "Gangnam" is and what, if any, particular "style" it
might have.
The Gangnam in the title of the global hit by South Korean
rapper Psy is Seoul's wealthiest residential and shopping district, lined with
luxury boutiques, top-end bars, night clubs and restaurants frequented by
celebrities.
But even among those Koreans who live or party regularly in
Gangnam, which literally and unglamorously translates as "south of the
river", there is little consensus on what constitutes the district'sstyle.
Translating the song's lyrics, which some see as satirising the
district's self-importance and ostentatious wealth, offers little in the way of
concrete insights.
Psy sings about being the "guy who downs boiling coffee in
one shot" and who "goes completely crazy when the right time
comes."
Kwon Yu-Bi, a 23-year-old student and Gangnam night-life
regular, said the song was less about any particular place and more about a
new-found hedonism in Asia's fourth largest economy.
"Gangnam is just a symbolic place and I think the song
really reflects Korea, where young people, including myself, enjoy a hectic and
crazy night out," Kwon told AFP.
A Gangnam residential address doesn't come cheap, with the
average apartment price -- even with Seoul going through an extended real
estate slump -- set at around $720,000.
One particular street, lined on both sides with outlets of
global luxury brands such as Louis Vuitton, Gucci, Cartier and Prada has been
compared to Rodeo Drive of Beverly Hills in California.
For Kim Hoo-Yeon, 23, the real Gangnam style equates to nothing
more than an obsession with conspicuous consumption.
"Every time I go to Gangnam, I feel people come to show off
how much money they have," she said.
"I don't even feel it's worthwhile labelling it 'Gangnam
style'," agreed 29-year-old Park Seong-Jun, who said the place was simply
a magnet for anyone who could afford to go on a "crazy money-spending
spree".
The video that launched Psy and "Gangnam Style" to
global fame and has notched up nearly 500 million views on YouTube certainly
appears to poke fun at the district's image of idle affluence.
It features the rapper breezing through a world of speed boats,
yoga classes and exclusive clubs -- all the while performing an eccentric
horse-riding dance accompanied by beautiful models.
The implied emphasis on superficiality over substance is
reinforced by the fact that the real Gangnam is well-known for
celebrity-frequented plastic surgery clinics.
But Kim Soo-Mi, 49, who works as a pharmacist and has lived in
Gangnam for 15 years, believes the image is a false one.
"It's a pity that only the negative sides of Gangnam have
been known through the song, since there's so much more to the area than
that," said Kim, who sees her neighbourhood as sophisticated rather than
glamorous.
"When I visit other areas, that's when I really feel
Gangnam is a trendsetter -- not just for fashion but for lifestyle in
general," she said.
And J.H. Lim, the owner of a high-end restaurant in the area,
said Gangnam's style was one of refined taste that appealed to a mature
clientele.
"If someone's looking for fast-paced fun and energy, there
are other places in Seoul for that. Gangnam is more for high-profile adults,
who want to enjoy the luxury and exclusivity", the 55-year-old
entrepreneur said.
Reported by http://www.channelnewsasia.com
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