JOURNEY THROUGH TIME
Journey Through Time
MY ROLE
CREATIVE STRATEGIST
Journey Through Time is a digital newsletter that explores communication strategies employed by a variety of international Advertising and Public Relations Agencies located Shanghai, Beijing, and Seoul and the many cultures therein. I was tasked with Art Direction, Editing and Layout Design.
Savannah Fordham
Account Executive
Jocelyn James
Creative Strategist
Emily Cunningham
Content strategist
YESTERDAY: BEIJING
A city of cities, older than most of the modern world. Much of Beijing is dedicated to the preservation of historical sites, traditional ceremonies, and skilled trades.
The Great Wall
73 kilometers Northeast of Beijing, we visited the Great Wall National Park. Built in the early 7th century, fortifications of the wall were constructed during the dynastic era to protect China. The Mutianyu section of the wall that we walked was built during the Ming dynasty. The nearly 4,000 mile-long wall extends from North to South China.
People from all over the world gathered together on one wall. We heard people speaking Russian, Spanish, Arabic and everything in between. Families were having picnics and some even brought their pets. The wall was built to keep people out, but today it brings people from all over the globe together.
The watchtowers served as mini checkpoints until we reached our endpoint. Some towers had a staircase to the roof for an incredible photo opportunity. When our hike concluded, we got to use bob sleds to speed down the mountain, screaming and laughing the whole way.
Our group took an open air cable car up to the starting point, getting the chance to enjoy the glorious view from above. Once we reached the top, we were given an hour and a half to pick one of two directions to walk. One pathway was longer and flatter while the other was shorter and steeper.
The stair master did not prepare us for the amount of steps we had to climb, but with the cool air and breathtaking view, we were easily distracted. We could not help but feel rejuvenated as s light breeze came over us while we looked out to the entirety of our section cutting through the mountain.
The Silk Market
Key to shopping at the Silk Market: know how to bargain. The venders have seen it all and will fight for the highest price given by a less than savvy customer. The Silk Market consisted of seven levels, each selling very different items. We came across many locally made goods, snacks and some dupe designer items.
The method to a solid bargain is to start price at 1/4th of vender offering, and then banter up to a reasonable price. Keep your currency exchange rate in mind. Be stern in your final offer, and don’t be afraid to bluff walking away if the vender does not budge. Most venders will meet you where you are for a confirmed sale.
The Forbidden City
Just past Tiananmen Square was the beautiful and ginormous Forbidden City. Consisting of 980 buildings*, the Forbidden City served as the home for emperors and their households for almost 500 years. It was last used as a home in 1911. To our surprise, there was very little furniture on display in the visible rooms. To preserve some sections of the city, most of the rooms were shut off to the public.
Two big lion statues, male and female, guarded the door to the emperor’s main quarters. Traditionally, stone lions were reserved for emperors, medium statues were reserved for ministers, and small statues were used by citizens. The amount of animals lining the rooftops designated the importance of the owner of the building.
Editor’s note: If visiting, wear comfortable shoes. Right when you think you’re getting close to an exit, there is always another courtyard to cross.
The Tea Ceremony
We visited the beautiful Temple of Heaven and watched older couples dance to music in the courtyard. We then walked to a lovely antique tea shop nearby. Inside, there were shelves of hundreds of teas, and tables decorated in colorful, intricate tea sets. A guide at the tea shop led our group to a long table for a proper tasting. We were introduced to four teas, (Oolong, Green, Litchi and Rose, and Pu’er*) and explained their harvesting methods, flavors, and medicinal uses.
She showed different techniques to determine the heat of the water. She then crushed the tea leaves to already hot water to immediately make the tea, then demonstrated how to hold the cup properly to indicate your social status. We were instructed to drink the tea in three sips. The first sip is the smallest, the second is the largest, and the third is meant to enjoy the tea and its after taste.
*Editor’s note: Some of us researchers were having sinus troubles during the trip, and the Pu’er tea cleared it right up. Absolutely recommend.
Cultural Digest
American Chinese Food – Plates of sweet and sour meats, with tangy, sauce-covered vegetables that aligned more with western preconceptions of Chinese cuisine.
Peking Duck – Roasted duck cut at the table by a server, then placed it on a large lazy susan with lettuce and and assortment of vegetables, the combination reminiscent of a sort of a tasty lettuce taco.
Hot Pot – The table was presented with several uncooked meats, rice cakes, and vegetables to dip into the spicy or neutral boiling broth to cook. The sauce bar provided all types of options spanning from thick to sweet to sesame.
TODAY: SEOUL
Seoul is a powerhouse city, blossoming from its labyrinthine streets to its high-rise buildings. Where a long history of imperialism meets modern day conflicts, its people continue standing with resilience.
Cultivated Through Hope
South Korea holds fast values of modesty, respect, and hard work. Having endured centuries of war and imperialism, South Korea navigates complicated relationship with North Korea, its sister country. Our guide through Seoul provided a personalized summary of the country’s long history of foreign invasion and appropriation of Korean culture.
At the Korean Broadcasting System (KBS) station, we studied the Finding Dispersed Families archive. The special live broadcast aired from June 30 to November 14, 1983, with the aim to reunite Korean families that had been separated following the partition of the Korean peninsula. The program was able to unify over 10,000 families, and shed light on the fallout of the Cold and Korean Wars.
Freedom Bridge Park, one of the closest tourist check points to the Demilitarization Zone, was made up of several memorials, viewing stations, and commemorative landmarks.
On a nearby chain-linked fence, thousands of colorful ribbons were tied, turning it into a rainbow of hope and longing. The ribbons contained handwritten messages calling for peace and reunification between the two Koreas. We were overwhelmed by the number of heartfelt messages in different languages.
The Seoul Tower on the colloquial “Love Locks Bridge,” featured thousands of heart-shaped padlocks attached to the bridge, with little messages spreading love. It was quite beautiful to see the outpouring of love and peace from all over the globe.
A Maze of a City
Nestled within the concrete jungle of Seoul, historic boroughs meet at unexpected twists and turns. Bukchon Hanok and Ihwa-dong were two quiet residential villages with a thriving local arts scene.
Bukchon Hanok was located just outside the Gyeongbok Palace and once served as residential quarters for the upper class in dynastic time periods. Throughout time, though, the area started to populate with commoners but continue to be preserved so it could be the cultural gem that it was today. The 14th century style homes are now authentic tea houses and artisan shops. We were completely charmed walking up the stone streets dotted with brightly colored flowers along white walls. The village actually discourages tourists, but quietly and respectfully visiting was a nice way for us to experience a taste of traditional culture.
Ihwa-dong was another small village on top of a hill, and while the hike up there was grueling in the intense afternoon heat, it was worth it to explore this culturally vibrant community. Ihwa-dong carries a whimsical feel with unique art galleries and oddities that give a more up-to-date sense of the more eclectic side of Seoul’s culture. It apparently was not the cute and creative village we saw but used to be a run-down neighborhood until it became a public project that worked to paint the town. The colorful walls and wrought iron works are captivating and the views of the city along with a rejuvenating breeze were a bonus.
Spiritual Consciousness
Restored historic districts blend with present-day downtown Seoul, providing a glimpse of ancient Korean civilization. The Seoulleung and Jeongneung tombs, the royal tombs of kings and queens respectively, sat high on a hill lined with modest, dual paths. The spirit paths were strictly forbidden for visitors to use, as they were designated for spirits to eternally walk.
Made up of tall buildings peaking above colorful, stone walls, Gyeongbok Palace’s distinctly Joseon architecture contrasted the high rises of Gangnam in the distance. 600-year-old stone lions were visible throughout the palace grounds to ward off evil spirits. We arrived right when the Changing of the Guard Ceremony began. The guards wore traditional dress akin to the Joseon dynasty and played traditional instruments. The marching procession waved beautiful, boldly colored banners.
Cultural Digest:
Gwanghang market – This street market has all kinds of street food finds, heavily defined by South Korea’s seafood industry. Everything from ginseng, to seafood pancakes, to pig faces and odd animal organs are for sale here while locals sit down and enjoy their traditional dishes with a bottle of Soju.
Bibimbap – This dish consists of rice mixed with vegetables and meat. Each ingredient supports a particular function of the body, promoting good health. Offered both regular and spicy, and mixing some soy sauce adds to the flavor well.
Fried Chicken – A foreigner favorite, made famous at many bars to go with pickled radishes, spicy glaze, a cold glass of beer. A FIFA World Cup playing in the background with enthusiastic shouting from patrons adds to the atmosphere.
Active Advancements:
When stepping into the nearly futuristic Incheon airport, it’s obvious that Seoul is one of the most rapidly advancing cities in the world. Home to some of the globally dominating tech giants, providing technology that people in every corner of the globe use in their daily lives. Even our hotel embodied a sleek, minimalist aesthetic with energy saving accommodations.
Samsung, one of the two biggest electronic names in history, is base in Seoul. We visited the Samsung D’light center to engage with interactive exhibits and see the newest immerging technologies. One in particular was designed to examine one’s personality, and predict how one will contribute in the future. Another was a stomach dropping virtual reality roller coaster that made our stomach.
Edelman
Edelman is one of the most influential Public Relations firms in the world spanning across 30 countries. Edelman offers a special fellowship program called DNA explorer that gives employees the chance to transfer to other offices for a period of time. Networking is key to functioning in the various countries in which the company thrives. This falls into their strong global client relationship strategy. They exchange case studies to make sure they are aligned as a company and provide the best counsel.
The top clients in the Korea office are SK Telecom, HP, Starbucks, Samsung and Hundai. Work in the United States is more segmented due to the need for specialization in a huge market, as opposed to work balancing all areas of South Korea’s smaller market. Alicia Kim, the Senior Supervisor, told us that the Korean culture emphasizes modesty, while the U.S. encourages confidence. At work in Korea, colleagues must call someone above them by their job title.
Air BnB
Air BnB South Korea faced the challenge of introducing home sharing into the South Korean market and convince them to embrace it. The business of home sharing was still relatively new. Traditionally, the home is open only for family. So AirBnB’s PR team recruited celebrities to open up their studios and host strangers to convey the message that this is a desirable investment.
Through research, the Korean office has discovered their host demographic is made up mostly by the senior population. Seniors typically have big spaces, grown children, a spare bedroom and they feel more lonely. We thoroughly enjoyed visiting their office and experiencing their fun company culture. They know how to be a magnificent host.
Burson Cohn & Wolfe
Burson Cohn & Wolfe was the first international public relations firm to establish an office in South Korea, and has been involved in some of the most ambitious communications projects in the country’s history, such as the Olympics, World Cup and Incheon International Airport. They have built strong network relationships and contacts to maximize media outreach and media coverage.
Some of their well-known clients include Fedex, Pringles, Kellogg’s, Lincoln and Gucci. During their case study presentation, the most important aspect they stressed was that collaboration with other industry sectors helps promote brands and reach younger audiences. For example, the agency collaborated with Korean artists to include the Lincoln cars in their artwork to generate popularity for the brand.
TOMORROW: SHANGHAI
Shanghai’s exponential growth in the past few years with both economics and technological advancements makes it an impressive contender in world rankings of developed cities.
The Bund:
History Facing the Future
On one side of the Huangpu River, the streets are lined with traditionally Shanghainese buildings, squeezed between skyscrapers, and western influenced high-rises. Across the water lies a modern skyline split by the the World Financial Tower, and the Shanghai Tower, the third tallest building in the world. From the ground, it’s hard to truly appreciate the depth of teeming life. The balcony of an American Bistro provided a gorgeous night time view of the neon city lights hitting the shimmering the water. Rivaling that view was that of the 100th floor of the World Financial Tower, only 400 feet shy of its world ranked neighbor.
Diverse Districts
Nanjing Road, part of the Huangpu District, prides itself as having the heaviest foot traffic in the world. The shopping strip featured hundreds of department stores, billboards, buskers, and thousands of tourists. Local jewelry stores selling certified jade, foreign fast food restaurants with local menu items, and street alley tourist traps with marked up souvenirs.
Xintiandi district fosters a comfortable setting for expensive clientele. Designer stores, bespoke entertainment, cafés. Active nightlife and entertainment meet romantic stone houses and calm alleyways. We took the opportunity to experience a beloved tourist classic with a high-end twist; karaoke in a private room complete with a large TV, large comfortable couches, and a pool table.
The French Concession district preserved the architecture of its once French-led occupation, striking a very different tone from the rest of the city. Many of the European-influenced cottages were converted into a collection of restaurants, featuring food and beverages from many other cultures, adding to the “Haipai” aesthetic of such a diverse city.
Wuzhen
While not directly in Shanghai, this well known historic water town is not too far. This picturesque town preserves the ancient artful traditions of Southeast China and was too much of a favorite amongst us to not share. After experiencing the hustle and bustle of the city, it was refreshing to wander the narrow cobble stone streets and see handmade foods and arts worked on through shopping windows as well as traditional silk and embroidery workshops.
The skill and workload that goes into producing these handmade specialty crafts is grueling and tedious, but the results are beautiful and a testament to the survival of these traditions. After our walking tour down the streets of Wuzhen, we took a relaxing boat ride back to the entrance, cooled by drizzling rain, and peacefully floating past willow trees, cascading flowers, and white stone cottages.
People’s Square
A Glimpse at a Generational Gap
People’s Square reflected the strong influence of older generations. In the shady areas of the park, clusters of people performed dancing and stretching exercises or congregated at tables to play board games. To us, one initially puzzling event took place while walking to the Shanghai museum of Contemporary Art. Open umbrellas lined the sidewalk, with the top facing the people walking by. Attached to the umbrellas were sheets of paper with information written in Chinese. Older people were either sitting behind their respective umbrella’s or gathering around to inspect those of others.
As explained by our guide, this event was organized by local parents trying to find a spouse that would meet strict criteria for their children. Ages, professions, heights, weights and citizenship were all considered for eligibility. Despite arranged marriages being historically common, young people today normally refuse their parent’s offer. With job seeking taking precedence in a rapidly changing landscape, marriage is gradually taking backseat to career ambition.
Cultural Digest
Soup Dumplings – Shanghai is famous for their delicate soup dumplings. Steamed Xintiandi delights in a variety of flavors, spices, and stuffing.
Fresh Noodles – Wuzhen had hands down some of the best noodles bare none. Fresh and simple, doused in a light, soy sauce broth.
East China Seafood – With Shanghai being so close to the coast, seafood is very popular and quite delicious. Seabass, shrimp, jellyfish, and eel, prepared with traditional seasonings and sauces.
Ogilvy
Ogilvy focuses on capturing desirable brands in a digital world, and making these brands attractive to consumers in an advancing world. We were amazed by the intelligent and talented Darren Cross, the Creative Executive Director from the United Kingdom. He explained to us how China has a completely different ecosystem from the western world by building their unique digital world.
By 2020, the E-Commerce business in China will be double the size of the five major countries- the U.S., the U.K., Japan, Germany and France- involved in the industry. The vast sea of data in China is unbelievable. People here are not as apprehensive with releasing data as we are in the United States. This keeps consumers less bombarded with trash, but more with targeted deals they would be interested in.
Technology predicts what consumers want based on what they buy, they’re location, what the weather is like and what their interests are since their phones tracks everything they do. Cross said, “the industry in China is unpredictable, but that’s what keeps it exciting. The depth of growth is shorter and steeper here compared to the rest of the world.”
Leo Burnett
As we arrived into the office, we were greeted by Angie Wong, the managing director. The agency’s four main principles are people, purpose, participation and populism. It is important for them to be rooted in a human need, play a real and valuable role in people’s lives, be a source of action, not just words, and connect to what moves broad populations.
Leo Burnett found that in China basic consumption of society was decreasing while life quality enhancement categories of consumption are increasing. They focus on different needs for each generation. One thing we all thoroughly enjoyed about this company was how they introduced to us a campaign that didn’t work in order to show us how they fixed it to succeed. Wong also let us sample three different types of tea they were promoting to our age demographic to see if we liked it or not.
PHD
Our guides at PHD were Denise Ng from Shanghai, and Jennifer whom just transferred from Singapore. They first gave an overview about China’s Media. China’s environment is large, complex, but agile and adaptive. Traditional media penetration has dropped, while digital and mobile has increased. Tencent and Alibaba are the leading digital platforms and are two very strong, yet separate ecosystems. Cheap, fast delivery combined with the underdeveloped retail has propelled China’s e-commerce to global internship.
There are 420 million gamers in China, mostly on mobile games. PHD uses non-obtrusive and innovative ways to embed brand messaging into pre-existing digital content. In their case study for Cornetto Love Notes, they created an app where one can specialize their own message on to a virtual ice cream cone and send it to their crush. The Chinese equivalent to Valentine’s day 5/20, so the crush only gets 520 seconds to read the ice cream before the message melts.
BBDO
Darrel, originally from the Philippines, lead our group presentation in their casual, comfortable office environment. Although BBDO is not as large as other agencies, its work his high quality. It is a small, but mighty agency. BBDO focuses its ten core values of making the work better, gaining their clients’ love, working as a team, being a hand raiser not finger pointer, being a radiator not a drain, presenting well, possessing healthy paranoia, maintaining close relationships, bouncing back and doing the right thing.
The Shanghai office focuses on beverage brand work. One thing Darrel stressed was that television is not dead, but it has drastically changed in terms of a viewing device. He also partitioned that he believes using influencers to promote brands has made the industry lazy. Everyone, often, just assigns a celebrity to a brand without utilizing other strategies to market their brands. Their agency strives to find alternative, creative ways to aid their clients.