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In America, the third Saturday in October is Sweetest Day. Did you celebrate on 10/21/2006? As the name implies, I'm pretty sure a proper Sweetest Day observance requires nothing more than purchasing and distributing readily available, cellophane wrapped, pre-packaged confections. Functionally, Sweetest Day is most similar to October's other sugar-driven holiday, Halloween. Cynics might argue that Sweetest Day is a brilliantly conceived marketing ploy to sell even more candy in October. However, sincere folks like you associate Sweetest Day with Valentine's Day and recognize it as a day in which to honor love, the institution.
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Yet, while Valentine's Day has a long, traceable history, religious affiliation and world-wide participation granting it some semblance of credibility, Sweetest day is admittedly a corporate creation, perhaps the chintziest of the
"Hallmark Holidays". I mean,
"who are the ad wizards who came up with this one?!" Korea is not immune to its own corporate, confection-pushin' conceptions. It may be argued that Korea is actually MORE prone to such commercially oriented events. But the point is this: 11/11 is Korea's Pepero Day (빼빼로) - a day in which to buy and distribute Pepero to your sweetheart. Pepero are chocolate-dipped, extra-thin breadsticks/pretzelsticks. The origin of this day is uncertain, but it likely stems from the date. When written, November 11th (11/11) resembles 4 Pepero sticks.
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Other explanations recall a period in 1994 when middle-school aged girls in Busan, Korea, in a display of twisted social perceptions, bestowed Pepero sticks to each other with the kind wishes that they would all grow up to be tall and thin like Pepero. Sounds totally sane, right? The true origins of this holiday become clear, to the cynics, when you realize that Pepero is not a generic name for the treat, but, in fact, a brand name cookie from the Lotte Corporation. Imagine a Twix Day in North America/UK, consider the benefits to Mars Inc. and you start to get a sense of Pepero Day. Look at how advanced the cross-marketing techniques are here in Seoul. You want Pepero for your lover? You wanna have a few beers to set the mood? Well, you can get them both, taped together for your convenience.
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As I started to organize my thoughts on Pepero day and its conspiratorial, commercial nature, it became clear my opinions were not unique or original. Of course, others had reached the same conclusions, right?
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Yes. Linda Yoon at The
Wall Street Journal (syndicated subscription free in The
Pittsburgh Post-Gazette) offered a thoughtful and well researched expose. The e-news version of a local Korean paper "The Joongang Daily",
highlighting a list of expatriate blogs, detailed the Pepero phenomenon with all the witty cynicism you would otherwise find here at seoulitaryconfinement.
It was Joongang's reference to the most popular" expatriate blog,
TheDailyKimchi, which gave me pause. As some of you know, we at seoulitaryconfinement are quick to loathe and despise anything that is too popular. Well received movies or music. Fashionable clothing trends. Voting.
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Basically, if too many people like it or do it, something must be wrong. The same goes for opinions. Realizing that my comments were very similar, too similar, to TheDailyKimchi, I had to distance myself from their vapid, trite pabulum. What follows is the result of several minutes of deep research into the Korean culture's collective psyche; the true meanings of Pepero Day explained here!
Leaving behind the pathetic slights to Korea's commercial culture, I embarked on a thorough, academic inquiry of this cultural event, replete with reference book citations and in-depth, primary source, first-person interviews.
According to the Korean-English dictionary software on my PC:
빼빼 (PePe)
thin; rawboned; skinny; hag-gard; gaunt; emaciated.
┈┈• ∼ 마른 사람 a bag of bones; a living skele-ton
┈┈• ∼ 여위다 be worn to a shadow.
This illuminating definition underscores the deep insufficiency and hypocrisy of existing Pepero Day explanations. On the one hand, we have the story of school-girls who value the tall and thin body type, by definition, to the point of being gaunt, emaciated. These very same girls celebrate by giving each other chocolate cookies. Hmmmm, seems like a pretty underhanded way to wish your girlfriend a happy, slender post-pubescence. Maybe 11/11 is the one day a year they allowed themselves to cheat on their rigid diets?
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I followed up this groundbreaking definitional discovery with an equally groundbreaking one-on-one interview with a primary source...a real, actual Korean. No shit. A coworker passed my cubicle and witnessed me viewing pictures of Pepero (many of which are posted here); he wanted to explain everything to me. Like Newton under the apple tree, these are the types of galactic coincidences which, when coupled with extremely hard work and dedication, separate the truly brilliant academics from the rest. Like the curds rising above the whey, I had distinguished myself from the rest of the blogosphere. The conclusions from this lengthy, minutes-long Socratic dialogue are thus: An old Korean superstition holds that the number 11, especially when encountered in calendars or clocks is a reminder of two people, standing side by side. It is at these moments one should think of his or her most significant partner and 11/11 is the most important of these moments.
Eureka!! Clearly, the testimony of this one Korean is to be taken as Gospel. He was born here. He lives here. He knows what he is talking about.
Having elucidated the inconsistency of the school-girl Pepero Day explanation, destroying it using a mere dictionary definition, my serious academic inquiry delivers the expatriate blogosphere from medieval feudalism to the high renaissance. Huzzah!