ONEUS KINGS OF CULTURAL DIFFUSION
Reasons why I find 가자 (LIT) by ONEUS as a masterpiece, a great example of cultural diffusion.
First of all, it is remarkable that the entire lyrics are written in Korean. But not only that, songs and phrases so typical of their culture are used in many parts and it can hardly be translated:
"nelliriya ongheya (eolssu eolssu)"
Secondly, it is common in the kpop to find cases or dilemmas about racism or cultural appropriation. Just like hair styles, accessories or sounds from other cultures which are used as an aesthetic or exotic attraction (this is debatable).
Oneus, on the other hand, provide a good example of cultural appreciation. But their MV goes beyond showing their culture respectfully, all their performance is a marvel of cultural promotion.
Well, but how does this work? It is easy to intuit it. The video and the lyric of LIT leads you to explore the history of Korea, its rituals and ceremonies, festivals, its mythology, its symbology, its art and even politics.
For years the kpop has been characterized by following western trends and groups have incorporated foreign languages into its lyrics as a way of making its music commercial. Therefore, it is not surprising that almost all songs have at least one word in English (or Spanish).
Also, diverse styles and concepts have been used in order to highlight a modern side of Korea: technology, fashion and aesthetics. Inspirations have come from everywhere and that's why kpop have a great diversity, maybe as a product of globalization.
However, in Korean culture, the mythical aspects and their tradition of centuries ago remain in force. Which is also the germ of his national identity. All this, unfortunately, hasn't been reflected in its musical productions (there are some exceptions).
So, ONEUS is the first group that covers many aspects of Korean culture in a respectful, complete and proud way. This sets a precedent in Korean audiovisual production, like an example of cultural diffusion.
Just imagine that they will be singing and dancing LIT in the USA! In front of a lot of people who probably don't know anything about Korean culture or their traditions.
