Korea was, until recent decades, a mostly agrarian society. The poorer segments of society scratched out a living by farming, and of course, this is still the case, although the farms and farmers are almost without exception aging and marginalized, because all the young folk have moved to the cities to seek their fortunes and educate their own children. What happens to your skin when you're out in the sun every day, working in the rice paddy or the vegetable beds? It burns, it tans, it gets leathery and brown. If you're rich -- more importantly, if you want people to think you are affluent -- you cannot have tanned skin. That's the mark of the poor farmer, not the badge, as it is in the west, of ample free time with which to loll about in the sun.

Sunscreen makers have excellent opportunities to succeed in the Korean market. Beach towel manufacturers, not so much, although young people, as with so many things, are beginning to pick up the sunbathing habits of their western friends.

The surface appearances of appropriated western or Japanese cultural items are mimicked rigorously, but the meaning behind it is almost entirely lost, or deliberately subverted, or, as in the example of tanning, neatly inverted. A stage performance of heavy, industrial Nine-Inch-Nails-like industrial metal by a growling, pvc-clad singer is backed up by a troupe of balletic dancers. Education is all-important, but the ultimate goal is to pass tests, meet the correct people, and join a good company. Health potions and folk remedies are a daily concern, but the fattiest beef and pork is the conspicuous-consumption dish of the day.

The careful attention paid to surface appearances diverges radically into shizophrenia when it comes to one's surroundings here, too. Piles of garbage are everywhere, as are morning puddles of vomit, even in residential areas, that attest to the excesses of the night before. Construction is slipshod, somehow temporary in appearance. Windows, even on shops that have opened that very day are often streaked and dirty, and left that way. Litter abounds, and people casually throw more atop it. Men hork and spit great nasty oysters of mucous on the sidewalks, everywhere, which makes it not only traditional, but downright mandatory to take your shoes off when entering someone's house. Industrial filth and noise back onto residential beehive towers at random. Streets are unnamed, and addresses as we are accustomed to in the west simply do not exist. Traffic rules tend to be a matter of 'whatever feels right' rather than any enforceable set of regulations.

So why is this? Why is there this enormous gap between the attention paid to detail and appearance at one end of the spectrum -- one's personal appearance -- and what would seem to be a complete lack of it at the other? And why is it so obviously different than the (cliched, certainly, apocryphal somewhat, but not entirely illusory) approach of the Japanese, who seem to have a greater focus on harmony and order in their surroundings?

Although the cultural influence of the Chinese, cannot be undestimated, I think it's the legacy of the recent climb out poverty for many, and rapid, pell-mell industrialization, in great part. More affluent, modern areas are much less littered and polluted, as are more stolidly traditional ones, of which there are not many left. The modernization-at-all costs drive of the Park Jung Hee era in the 1970's paid scant attention to consideration of the environment, or creature comforts, or quality of life -- industrialization, urbanization, and wider affluence were the goals, and they were achieved, at no small cost.

I wonder too if there is something historical, a legacy of the invasions and wars and widespread destruction that happened over and over again throughout the history of the peninsula, that left the culture with a feeling of impermance, a sense that building for the ages, or even for the medium-term, was a fool's game. All will be destroyed, probably, in short order, so why try?