Signs and packages with smatterings of English have long been ubiquitous in Korea. It seems young Koreans no longer find the attraction of English advertising copy, and marketers have been turning to more exotic languages such as French and Italian.

Samsung has released a new line of MP3 player named “La Fleur,” and decorated with floral patterns for a romantic French feel. Restaurants have been adding splashes of Italian, French, and even Latin to their menus, and shop signs in Japanese have been popping up around Seoul.

In shopping streets in the trendiest sections of Seoul, “Sale” signs are nowhere to be found, but there are plenty of “Saldi” signs can be seen in shop windows. “As we carry Italian fashion items, a sign in Italian is a natural choice,” says a fashion shop manager. “A sign in Italian helps convey a chic and high-end image to our female customers.”

Third language marketing strategies appeal to consumer’s desire for products and shopping experiences that are unique, and have appeared only recently as the English abilities of the average Korean have improved in a competitive job market.

Jeongmae Choi

branding, packaging, south korea