Tag Archive for Songdo IBD

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New Book–Henry Collbran and the Roots of Early Korean Entrepreneurialism

For Immediate Release

August 4, 20102 Belamar /Denver, Colorado and Seoul, South Korea. Author Don Southerton has announced the release of a new publication Colorado’s Henry Collbran and the Roots of Early Korean Entrepreneurialism. The eBook explores the business efforts of British-born Henry Collbran who brought modern technology and innovation to the Korean peninsula.

Stepping back in time Southerton’s latest work tells the fascinating story of Henry Collbran who left Colorado in 1896 and traveled to Korea with hopes of a lucrative gold mining opportunity. Seeing little potential in mining, Collbran successfully constructed the nation’s first railway from Incheon to Seoul. Collbran then secured the franchise from the Korean monarch Kojong to build a modern electric streetcar system. Over the next several years, the entrepreneur added additional business ventures, including the first telephone system, a modern waterworks, a bank, a coin mint, and even a movie theater.

During his later years in Korea and with financial support of Colorado beer baron Adolph Coors and other investors, Collbran turned his effort to highly lucrative gold and copper mining operations before eventually retiring to a life of leisure in London.
Author Don Southerton points out, “Westerners like Collbran provided Korea with capital, technology, and know-how. These efforts contributed to the early development and economic growth of the region, which in turn provided the foundation for Korea’s impressive late twentieth century industrial accomplishments.”

The eBook will be available through Amazon, Google,Kindle, iBook, and most digital media services.

About the Author 

Don Southerton has held a life-long interest in Korea and the rich culture of the country. His previous books center on culture, entrepreneurialism, and early U.S.-Korean business ventures. Southerton also extensively writes and comments on modern Korean business culture and its impact on global organizations. His firm, Bridging Culture Worldwide, provides consulting, training, and strategy on Korea-facing global business.

Songdo IBD in the News

By Don Southerton, Songdo IBD CityTalk Editor,

Great article in JoongAng Ilbo on Songdo International Business District (IBD) and Gale International Chairman Stan Gale. In the article, Stan points out the strategic position of the Incheon International Airport and Songdo IBD play in the new emerging global commerce communities (aerotropolis) that center around major hub airports. 
http://media.joinsmsn.com/article/925/5220925.html?ctg

개발 주역 스탠 게일 회장

스탠 게일 회장 ( Stan Gale, Chairman)

“2001년 당시로서는 바닷물만 가득한 곳에 국제도시를 개발해 달라는 한국 정부의 요청을 받았을 때 ‘너무 위험한 발상’이라고 생각했습니다.”

송도국제도시의 핵심인 국제업무단지는 미국 동부 보스턴에 본사를 둔 게일 인터내셔널이 개발을 맡고 있다. 이 회사 스탠 게일(61) 회장은 “우여곡절도 많았지만 이제 ‘상전벽해(桑田碧海)’라는 소리를 듣게 되니 보람과 책임감을 함께 느낀다”고 말했다. 그는 최근 미국에서 출간된 에어로트로폴리스(공항도시)서문에 ‘가장 이상적인 공항도시를 개발해 낸 장본인’으로 서술되기도 했다.

-처음부터 송도국제도시를 공항도시로 개발할 생각이었나.

“송도가 당시에는 갯벌에 불과했지만 인천국제공항과 인천대교·경제자유구역이라는 비전을 보고 뛰어들었다. 송도 개발의 핵심은 중국 및 아시아 지역에 거점을 두고 있는 다국적 기업들의 ‘니즈’를 충족시키는 것이다. 따라서 인천공항을 중심으로 글로벌 비즈니스에 필요한 모든 요소들을 적재적소에 배치하는 마스터플랜 아래 최첨단·친환경 공법을 적용해 왔다.”

-외국 기업들은 송도의 에어로트로폴리스 및 콤팩트·스마트시티의 개념에 대해 어떤 반응인가.

“에어로트로폴리스는 아직 해외에서도 생소하지만 e커머스를 통한 글로벌 무역이 대세를 이루면서 기업들의 수요가 크게 높아지고 있다. 외국 기업들은 송도가 최첨단 IT기술과 최고 수준의 정주(定住)환경을 갖춘 데다 동일 공간에 국제공항이 확보돼 글로벌 기업도시로 클 것으로 확신하고 있다.”

-최근 기업유치 등 가시적인 성과가 나타나고 있는데.

"해외에서 먼저 송도의 가치를 알고 시스코 등 최첨단 기업들도 입주하고 있다. 국내 대기업들의 투자도 송도의 비전이 인정받은 결과다. 2016년 최종 완공까지 최선을 다할 것이다.”

(Thanks goes to Steven Bammel for sharing this news item.)


CISCO Forum for Education: Dr. Jorge Nelson Presentation

By Don Southerton, Songdo IBD CityTalk Editor

CISCO

Just had the pleasure of watching Chadwick International School headmaster Dr. Jorge Nelson via Cisco Global Education Forum.

Jorge is a passionate and forward-thinking educator. Like Songdo IBD, Jorge raised the bar for where education needs to be centered.  I suggest you take a few minutes and go to the Cisco Education Forum website.

To view, go to : http://www.inxpo.com/events/ciscoeduforum/ , register, then steer your way to  the  Primary / Secondary Schools Breakout.

For a sneak peak on Dr. Nelson presentation, click here JorgeNelson_Chadwick_International

Songdo IBD–An Aerotropolis, Part 2

By Don Southerton, Songdo IBD CityTalk Editor

Found this in FT.com.
Nice comments by Stan Gale of Gale International, too.

Aerotropolis

By Greg Lindsay

Published: February 25 2011 17:03 | Last updated: February 25 2011 17:03

Ten years ago, Stan Gale was a builder of New Jersey business parks. But in 2001 his fate began to change when he received a phone call from South Korea. The South Korean government had found Gale’s company on the internet, and they made him an offer everyone else had refused. The brief: Gale International would borrow $35bn from Korea’s banks, partner with its biggest steel company and use the money to build from scratch a city the size of downtown Boston – only taller and denser – on a muddy, man-made island in the Yellow Sea. When Gale arrived to see the site, it was miles of open water. He signed anyway.

The proposed settlement, New Songdo, isn’t so much a Korean city as a western one, floating offshore. It was chartered as an “international business district” – a hub for companies working in China. To make US expatriates feel at home, its malls are modelled on those in Beverly Hills, and Jack Nicklaus designed the golf course. But its most salient feature is shrouded in perpetual haze, opposite a 12km bridge. On the far side is Incheon International Airport, which opened in 2001 on reclaimed land and instantly became one of the world’s busiest hubs.

“[The Koreans] tracked us down, wanted us to build a city in the ocean, and no one else was interested. What was going on here?” Gale said. “Their vision scared everyone else away. It wasn’t until I saw the airport that I understood where they wanted to go with this.” The answer: to China. The sales pitch to prospective tenants is simple: move here and you’re only a two-hour flight away from Shanghai or Beijing. You’re four hours away at most from cities you’ve never heard of, such as Changsha, which happens to be larger than Atlanta or Singapore. Nearly one billion people are a day trip away.

“China alone needs 500 cities the size of New Songdo,” Gale told me, and he hopes to break ground on the next one in Chongqing sometime this year. How many will be umbilically connected to the nearest airport? “All of them.”

To the jaundiced western eye, New Songdo and its clones might appear to be fantasies left over from the Bubble. But dismissing them as the product of Asia’s infatuation with all things mega misses the carefully calibrated machinery underneath. It’s a machine the rest of us ignore at our peril as we enter the next phase of globalisation – one marked by the shift from west to east and the trade routes up for grabs in between. The model for cities such as New Songdo even has a name, which Stan Gale pronounced with a flourish: “It’s an aerotropolis.”

It isn’t his word. The man who defined it is John Kasarda, a professor at the University of North Carolina who has made a name for himself with his radical vision of the future: rather than banish airports to the edge of town and then do our best to avoid them, we will build this century’s cities around them. Why? Because people once chose to live in cities for the wealth of connections they offered socially, financially and intellectually. But in the era of globalisation, we choose cities that are drawing closer together themselves, linked by fibre-optic cables and jet aircraft. Stan Gale is simply taking this idea to its conclusion, building a network of instant cities joined by their airports.

Many aerotropoli will evolve out of the cities we already call home – only, their highways and byways will lead us to terminals instead of downtown. For instant cities such as New Songdo, Kasarda has drafted a set of blueprints replete with high-speed trains and six-lane highways connecting prefab neighbourhoods and business districts. They range in size from a few thousand residents to a few million. Aerotropoli designed according to Kasarda’s principles are already under way across China, India, the Middle East and Africa, and on the fringes of cities as desperate as Detroit and as old as Amsterdam. In Kasarda’s opinion, any city has the potential to be one, provided it is willing to build, demolish and rebuild around its airports at its tenants’ behest. The World Trade Center at Amsterdam’s Schiphol Airport boasts some of the highest office rents in the Netherlands. Detroit is borrowing its blueprints.

Looking out over Central Park and the canal at the center of New Songdo City
New Songdo is being built on reclaimed land in South Korea’s Yellow Sea, as an air hub for companies working in China. ‘China needs 500 cities this size,’ says its chief builder

Perhaps the purest example is Dubai, a city feverishly assembled, populated by highly stratified expatriates, and composed of enclaves that have less to do with each other than with like-minded communities thousands of miles away.

The idea of the aerotropolis represents the logic of globalisation made concrete in the form of cities. Whether we consider it to be good or simply inevitable, the global village holds these truths to be self-evident: that customers on the far side of the world may matter more than those next door; that the pace of business, and of life, will always move faster and cover more ground; and that we must pledge our allegiance if we want our iPhones, Amazon orders, Kenyan green beans and Valentine’s day roses at our doors tomorrow morning. If the airport is the mechanism making all of these things possible, Kasarda reasons, then everything else – our factories, offices, homes, schools – will be built accordingly. The aerotropolis, he promises, will be a new kind of city, one native to our era of instant gratification.

I first met Kasarda in his office, surrounded by model planes he had received as gifts from one foreign delegation or another. The only other place I’ve ever seen him in is an airport. He has flown more than three million miles in the past quarter of a century – and he is up in the air two months a year, flying far enough to circle the globe half a dozen times. Twenty years ago, Kasarda looked at the ascending trend lines of global trade and surmised that future growth depended on faster air travel. To that end, he devised a theory in which first factories then entire cities would form around greenfield airports, in order to wring a few extra hours from the day.

“Despite all the talk of the service economy, of healthcare and software as our national industries, the western world’s is still a goods economy,” Kasarda said. “A large and growing proportion of these goods move internationally, as a consequence of trade and modern supply chains. All of this passes through a physical ‘internet’, the network of hubs and planes for trading and transporting goods – and people – almost as quickly as the internet itself. And it’s arguably more important – the web can’t move your box from Amazon.”

The aerotropolis, Kasarda says, is the “urban incarnation of this physical internet; the primacy of air transport makes airports and their hinterlands the places to see how it functions – and to observe the consequences”. They may turn out to be mini-Manhattans like New Songdo or SimCities in the mould of Dubai – effectively an airline with an emirate attached – but they are the first cities in which what’s on the ground is beside the point.

. . .

Humanity is officially an urban species – more than half of us live in cities. The percentage is even higher in the developed world, but Africa and Asia are catching up. The number of city dwellers is expected to almost double by 2050 to more than six billion – our current global population. The number of megacities (those with a population of 10 million or more) will have increased from two in 1950 to 27 by 2025, housing 450 million people between them. China might well need 500 new cities the size of New Songdo, and another 100 cities of one million residents or more.

We have always chosen to live in cities for the wealth of networks they create – the elaborate webs of kinship and commerce. That promise hasn’t changed since the agora and acropolis, but the size and scope of cities have. Cities grew by shrinking the distances within and between them, using technology to expand their grids and cover more ground.

John Kasarda likens the history of cities to a rising tide of breaking waves. Ocean harbours were swept away by river ports, which yielded to railway terminals, which were in turn exploded by highways and suburbia. Transportation is destiny. The fifth wave is now here.

Joel Garreau, the futurist and author of Edge City, declared, “Cities are always created around whatever the state-of-the-art transportation device is at the time.” When the state of the art is shoe leather and donkeys, the result is the hilly paths of Jerusalem. When it’s men on horseback and sailing ships, it’s the ports of Lisbon, Hong Kong, or Boston, and the canals of Venice and Amsterdam. The birth of the railway produced Kansas City, Omaha, and the stockyards of Chicago. And the mass production of the Model T led first to Los Angeles and later to Levittown, Long Island.

Today, the modern combination on the ground is the car and internet, yielding Garreau’s “edge cities”, which are everywhere and nowhere within America, and have since cropped up in Bangalore and beyond. Canary Wharf, Delhi’s Gurgaon and the suburbs of northern Virginia more closely resemble each other than their neighbours. Soaring above them all are jet aircraft – first put into service 60 years ago – collapsing the distance between Dallas and Dubai as effortlessly as the internet nodes connecting them.

But as transport and communication costs fall, and movement and accessibility become easier, cities have become less dense and contiguous and grown more dispersed, networked, fluid. In the internet age, this fluidity promised that those of us who make our living with computers could live anywhere. No one has preached this vision more fervently than the technologist George Gilder, whose utopia of the “telecosm” and infinite bandwidth has us scattering back into the countryside to live like gentlemen farmers, with Facebook serving as the village green.

But total dispersal hasn’t come to pass, and it won’t, no matter how much bandwidth we’re able to route through our iPhones. In fact, the same technologies that were supposed to disaggregate us have only made concentration more useful. We’re becoming more urban at precisely the moment our outlook is growing more global. We keep an eye on the street and a mobile phone to our ears, somehow managing to be in both places at once. The same thing is happening at a macro level, too. The Los Angeles hinterlands, for example, aren’t California’s Central Valley or the high Mojave Desert but the outlands of Seoul, Hong Kong and Mexico City, connected via mobile phones, social networks and satellite offices. The product of the jet age and the internet age is our current instant age, simultaneously favouring both aggregation and dispersal.

This is where John Kasarda comes in. With the aerotropolis, he attempts to answer the question of what the cities of this age should look like. What will their shape and purpose be when the state of the art at the time of their birth is ubiquitous WiFi and jumbo jets? Will they resemble Dubai, which is busy reinventing itself as the Middle East’s entrepôt, Africa’s aerial gateway and a luxury shopping mecca for middle class Chinese? Or will they look more like converging cities of the Pearl River Delta, where a single factory (Foxconn’s) could leverage Hong Kong’s airport to supply every Apple iPad or iPhone in the world?

Implicit in such thinking is a zero-sum world of exponential population increase and cut-throat competition for resources and profits. Kasarda’s vision evokes everything we find terrifying about globalisation – a civilisation cast in quick-drying cement, packed with worker drones. But even if you accept his logic, you have to ask: who are these cities for? The companies that profit from marginally leaner operations? The autocratic leaders who are jockeying to land them? Or the planners, architects and sages given carte blanche to raise islands from oceans and plant tarmac in desert?

Will we consciously choose to live in cities built in globalisation’s image – machines for living linked in great chains? Kasarda believes that we will, that we should, and that we’ll suffer the consequences if we don’t, because these debates have already been settled (one way or another) in places like China and Dubai, which have staked everything on the global triumphing over the local.

China is building an aerotropolis wherever it deems strategic: as outposts in oil-rich Angola and Sudan and in the copper belt of Zambia; in Pakistan, to complement the deep-water port at Gwadar, and most of all in western China, where more than 100 new airports are under construction. The goal is to put one within driving distance of 80 per cent of its population by 2020.

The UN World Tourism Organisation expects the annual number of Chinese tourists abroad to triple by 2020 to 115 million; already, more are leaving to see the world than foreigners are arriving to see China. Where are they heading? I found one clue in Dubai recently, where my hotel was overrun with families toting shopping bags. Tourism from China to the United Arab Emirates has soared since the emirates landed on China’s “approved destination” list in autumn 2009. The number of Chinese visiting Dubai soared 57 per cent in the first half of last year, totalling 81,900 in all.

They’re heading next to the high street near you. Despite a decade’s worth of high oil prices and terrorism fears, we have never flown as far or in greater numbers than we do right now. As recently as 1999, Ryanair had no website, and it was impossible to take a non-stop flight from New York to New Delhi or Beijing. The world may or may not have flattened since then, but there’s a lot less changing planes.

In the end, we won’t stop flying, for the simple reason that quitting now would run counter to our human impulse to roam. Will you be the one to tell 100 million Chinese tourists (and another 100 million Indians) that they will have to stay home?

This is an edited extract from ‘Aerotropolis: The Way We’ll Live Next’, by John Kasarda and Greg Lindsay, published by Penguin, £14.99

…………………………………………..

Flight of fancy?

Someone smart came up with the title of John Kasarda and Greg Lindsay’s book. Aerotropolis – The Way We’ll Live Next is an astute blend of the intriguing, the beguiling and the faintly menacing, writes Pilita Clark. But is it true? Are we really heading for a world where we build our cities around our airports instead of the other way round? That depends on who “we” are. And how we define an aerotropolis.

Airport edge cityOn his website (www.aerotropolis.com), John Kasarda, a US academic who has been putting the economic case for the concept for years, uses a diagram to explain how such a city would look. It shows an airport surrounded by clusters of air transport-related businesses, convention centres, exhibition halls, hotels, malls and homes. These are fed by “aerolanes” or “aerotrains”, pumping in passengers and goods.

By this definition, Schiphol airport, Dallas-Fort Worth, Dubai and many others already share aerotropolistic traits. Even Heathrow has a few. But Heathrow is also a good example of the limits to this vision. It has beenbanned from building a third runway and it took longer to obtain planning permission for terminal five than it took Beijing airport to build its vast new terminal three. The idea that approval would ever be given to flatten swathes of its surrounding suburbs to make way for an aerotropolis is impossible to imagine. The same can be said for dozens of the world’s best-known airports. And yet the model has been embraced in India, China, the Philippines and South Korea.

So if the idea of an aerotropolis is not the way you want to live next, relax if you live in a crowded part of North America or Europe. And stay away from emerging rivals hoping that airport cities will help them become the developed world of tomorrow.

Pilita Clark is the FT’s aerospace correspondent

 

Think Big

With the Asian Lunar New Years and Super Bowl 2011 behind us, our suggestion is quite simple,

THINK BIG.

Special Update: U.S.-Korean Relations January 2011

By Don Southeron, Songdo IBD CityTalk Editor,

An Evening with Dr. Chung Un-chan, former South Korea Prime Minister

On January 26, 2011, the University of California, San Diego Graduate School of International Relations and Pacific Studies (IRPS) sponsored a lecture by Dr. Chung Un-chan. A former president of Seoul National University and Prime Minister of South Korea, Dr. Chung’s career bridges both academia and government.

The well-attended lecture shared to students, faculty, and distinguished guests, Dr. Chung’s timely thoughts and views on U.S. -Korean relations, while offering suggestions for strengthening future ties into the 21st Century. Dr. Chung stressed the need for both nations to be More Open, More Confident, and More Compassionate. Highlights of his lecture included the importance of education, study abroad, and first-hand experience of other cultures.

Dr. Chung Un-chan

Dr. Chung Un-chan

Following the lecture, I was invited to attend a diner with Dr. Chung hosted by IRPS Dean Peter Cowhey. In attendance was Professor emeritus Larry Krause, Professor Stephan Haggard, Professor You, Jong-sung, Professor Gordon Hansen, and Dr. Byong Mok Kim, M.D.

Larry Krause, Dr. Chung, Dr. Kim Byong Mok

Professor Larry Krause, Dr. Chung, Dr. Kim Byong Mok

I also had the opportunity to share with Dr. Chung a copy of Chemulpo to Songdo IBD. A number of UCSD IRPS graduate students had assisted in the crafted of the book, including Professor You, Jong-sung.

Songdo Book

Chemulpo to Songdo IBD book with author Don Southerton

Over the course of three hours, discussions covered a wide range of Korea-facing topics, including KORUS FTA, the Six Way talks, North Korea’s recent aggression against South Korea, China-Korea-U.S. relations, North Korea refuges, the future role of U.S. military forces in South Korea, and North-South unification.

During the diner I had a wonderful opportunity to speak at length with Dr. Chung on issues and concerns that impact Korea-facing global business. I was also asked by Dean Cowhey to share with Dr. Chung and the distinguished faculty my experiences and the challenges working with global Korea-based Groups and international firms entering the Korea market.

That said, one point I raised to Dr. Chung and group was concerns by many of my clients over North Korea acts of aggression against South Korea and the constant saber rattling. Dr. Chung acknowledged such concern and noted that one outcome of the recent incidents was a huge shift in younger Korean’s views of the North—most now less tolerant of the North in light of the December 2010 shelling of civilians. Moreover, Dr. Chung and the others scholars felt the recent aggression had greatly strengthened U.S.-South Korean relations; with America reaffirming it’s support of South Korea.

Although North Korea continues to perplex even those with deep insights into the regime, I feel that the consensus is that the status quo will continue in North Korea and the peninsula into the near future.

One final point I raised to Dr. Chung stressed the challenges to entering the South Korean market. Dr. Chung’s answer was quite frank—he felt Korea was already a “very open market.” He pointed out that language and communications were issues, but added that when compared to Japan, China, and other nations, Korea was very open to trade, business, and commerce. Moreover, Dr. Chung noted than when he was Prime Minister he oversaw the elimination of hundreds of regulations.

On a personal note, I found Dr. Chung very approachable and taking a real interest in questions posed to him by the IRPS facility and guests.

Questions? Comments? Dsoutherton@bridgingculture.com

Learn More About Songdo’s Rich Heritage

Chemulpo to Songdo IBD: Korea’s International Gateway

Chemulpo to Songdo IBDInterested in Korean history, Incheon, and Songdo IBD?

A very high quality complimentary web version of the pictorial history book is available online. Click Here.

The book was crafted bilingual, Korean and English.

Questions on Korea-facing global business?

Just ask dsoutherton@bridgingculture.com

Chadwick International opens the doors this fall

By Dr. Jorge Nelson, Headmaster
Something very special is happening on this world-class campus, Chadwick International.

There is an intense focus on a Quality of Learning for students built on the legacy of Chadwick School’s goals of Academic Excellence and Exemplary Character, Chadwick’s five core values of Honesty, Respect, Responsibility, Fairness and Compassion as well as 21st Century Competencies of Worldview, Emotional intelligence, Academics in balance, Creativity and Technology. The synergy of the twin goals of the Chadwick Mission, the five Core Values, and 21st Century Competencies will set our students well on the way to realize Margaret Chadwick’s call for action to “…do something constructive for humanity…” and to do it as first class global citizens.

In 1937, Mrs. Chadwick stated, “Experience is the best of all schools. School curriculum should consist of experiences.” State-of-the-Art Information and Communications Technologies and the aspiration to become an International Baccalaureate World School are at the heart of Chadwick International’s visionary, collaborative, and experiential learning environments. This confluence combined with taking the 75 year old legacy of Chadwick School to an international level will make Chadwick International one of the finest schools anywhere. Quality of Learning is why students will thrive and excel at Chadwick International and we welcome you to join us as we follow Mrs. Chadwick’s vision to “…habituate children to the ways of living that are satisfying and worthwhile.”

Visit www.chadwickinternational.org for more information about this new school in Songdo, Korea.

This post as seen in Wordle

Promoting Green Living

A Green Lifestyle

By Don Southerton, Songdo IBD CityTalk Editor
Green and sustainability are key aspects of Songdo IBD. A vision of the community is to provide a model for Korea and the world. I found this SERI (Samsung Economic Research Institute) report on Korea Green relevant.

Policy Proposals to Promote Green Lifestyles
By Do Gunwoo

Korea’s goal of reducing greenhouse gas emissions by 30 percent in the next decade will be supported by plans to promote “low carbon green living” through support systems, changes in lifestyle, and public awareness. Korea is now pursuing policies but the public response has been less than desired. Some measures, such as the energy consumption label system, can be improved for increased public awareness and participation and greater institutional assistance.

Korea, which had no obligation to set an emissions reduction target under the Kyoto Protocol, has voluntarily and aggressively pursued green growth policies at home and, to encourage international participation in tackling climate change, adopted the toughest of internationally recommended standards. Specifically, the government is targeting a 30 percent reduction in Korea’s “business as usual” (BAU) emissions by 2020, the highest level recommended by the Intergovernmental Panel on Climate Change (IPCC) for developing countries.1

IMPORTANCE OF GREEN LIVING
In the short term, Korea is not in a strong position to dramatically slash greenhouse gas (GHG) emissions in the industrial sector, as its energy consumption and GHG emissions have risen alongside robust economic growth, and its core industries are mainly of the energy-intensive secondary type. On the other hand, the cost of reducing emissions is relatively low for transportation, commercial, and household sectors compared with the industrial sector. Consequently, making lifestyle changes can make a big difference in reducing energy consumption and GHG emissions in the short term.

To reduce GHG emissions from the transportation, commercial, and residential sectors, it is important to expand the scope of green living. The Korean government has pursued comprehensive and systematic measures in cooperation with the private sector and in connection with national campaigns at relevant government ministries to champion green living. Moreover, the government plans to strengthen incentives to encourage voluntary participation by individuals such as points-for-cash systems, and also to create a support system to enable a systematic pursuit of green living. By raising awareness that green living can be economically beneficial to individuals as well as ease the effect of climate change, the government aims to encourage Koreans to actively contribute to green growth through their daily lifestyles. Therefore, it has become all the more important for the government to instill habits of conservation and green living.

CONDITIONS FOR GREEN LIFESTYLES AND POLICY INITIATIVES
Conditions for Proliferation of Green Lifestyles
According to the government’s five-year plan on green growth (2009–2013), Koreans gained a heightened awareness about the severity of the energy crisis and climate change after the government’s vision on low carbon green growth was released in 2008. However, the plan said that green living was not yet put into practice sufficiently, and there are not enough concrete action programs despite the various ministries’ campaigns for green living.2 The challenges that need to be overcome include the gap between public awareness and practice of green lifestyles, the absence of a support system on green consumption, the lack of participation in community campaigns, widespread NIMBY (“not in my backyard”) attitudes, and the lack of school curricula on the environment.
However, the spread among companies of a green living movement and a well-being culture increased attention on the LOHAS (Lifestyle of Health and Sustainability) culture, and greater need for education on climate change following the Conference of the Parties of the United Nations Convention on Climate Change in 2009 could all positively affect the spread of the green lifestyle movement.

Green Living Policy Initiatives
The government recently announced a plan to promote low carbon, green living as a way to achieve a green revolution in life through fundamental changes in lifestyle and public awareness.
As part of a strategy to pursue low carbon green living, the government has already started a nationwide enlightenment campaign called “Green Start Movement,” which encourages the reduction of GHG emissions in the non-industrial sector through voluntary participation and practice. It has also launched a campaign called “Green Energy Family Movement” in which businesses, non-government organizations, local governments, public institutions, and the public participate voluntarily.

In July 2009, a new Carbon Point System3 was introduced as an incentive for energy conservation. It calculates the amount of electricity, gas, water, and waste material people save in GHG equivalents and rewards points that can be cashed in. An increasing number of households are expected to join the program, contributing to the spread of the green living movement.

Moreover, a Carbon Cash-Back System4 has been introduced. It offers points to consumers who purchase certified low-carbon products that emit less carbon while being produced or in use. Consumers who visit stores practicing the reduction of GHG will also receive points as an incentive.

It is projected that various policies with stronger incentives for green living such as Carbon Labeling and Green Store Certification System will emerge. Therefore, it is expected that consumers will have a wider choice of environment-friendly products and producers will participate in the new consumption trend.

Nurturing industries related to environment-friendly homes and buildings is also high on the government green action agenda. The government plans to offer various incentives to buildings that adopt its green standards on thickness of walls, windows and doors, and heights of ceilings and make the criteria mandatory for contractors who build more than twenty-home complexes. The construction-related initiatives expand the government’s green strategy beyond the past focus on transportation (e.g. promoting the use of bikes and early commercialization of electric vehicles). A dramatic transformation in basic lifestyles and related industries is expected.

WAYS TO ESTABLISH GREEN LIFESTYLES
So far, this paper has looked at the reasons the Korean government emphasizes the importance of living green and why it focuses on policies for green growth and lifestyle.

Considering the government’s reduction goals and the condition of the industry, Koreans may be asked to make a steeper reduction than the government-proposed 10 percent reduction of GHG emissions in daily lifestyles to achieve the reduction target by 2020. To do so will require changes in conventional lifestyles and public awareness. This paper suggests ways to change public perception, improve participation, and provide institutional assistance so that government strategies can be more effective.

Strengthening Green Education
It is necessary to create and distribute a textbook that explains the purpose, meaning, and economic and social repercussions of low carbon green growth so that young students can fully understand the concept and severity of climate change at an early age.

Although educational material regarding green growth will be included in elementary school curriculum, the government needs to make a more concrete and systematic plan. In the first phase, the government needs to create and distribute a textbook aimed at elementary and pre-school children. To produce meaningful educational results, it is desirable to focus efforts to target lower-grades (first to third grades).

Texts should be organized with varied content so that children can understand the means to reduce GHG emissions in schools, homes, and communities; help the environment; and contribute to green growth. On a gradual basis, such education should be extended to secondary schools and, in the mid- to long-term, lead to the creation of textbooks that fit various ages and classes.

Moreover, the government needs to consider designating pilot schools for pursuing green education in which various activities help children experience the phenomenon of low carbon green growth and understand its importance. In the pilot schools, activities such as writing green diaries, publishing green newspapers, and holding green discussions should be performed with creativity.

In the short-term, the government needs to start creating a green environment and establishing a soft infrastructure through pilot schools for green education. In the mid- to long-term, it needs to include green education in school curricula to expand nationwide. Rather than pursuing green education in all schools, it is more effective to designate schools that operate a pilot program, find problems, and devise ways to improve.

The government can also consider establishing a close network with the media and businesses to gain a wealth of experience and to compensate for the shortage of budgetary and human resources. It can also consider visiting industrial sites and inviting experts as one-day green teachers.

Establishing Networks and Strengthening the Role of Local Regions
To achieve the national vision of low carbon green growth, it is important to promulgate the importance of promotion and participation, as well as that of physical infrastructure. Therefore, it is necessary for the government to take advantage of human networks to lay the foundation for a low-carbon society.

The Green Start Network5 movement takes a top-down approach in which the government takes the lead in nurturing green leaders, launching campaigns to reduce GHG emissions, and conducting various events. However, public response to participating in the movement has been tepid; changes in perception have been slow. Small-scale networks such as regional communities can be effective and practical in establishing and spreading the culture and standards necessary for low-carbon lifestyle by using social networks. Therefore, it is desirable for the government to improve the operational approach of the Green Start Network in a way that private companies and subordinate groups can participate voluntarily and establish small-scale networks to start action for achieving low-carbon society. In other words, the government needs to introduce bottom-up methods in the Green Start Network and expand the scope of projects.

So far, projects have been confined to action program contests, establishment of experience centers, and promotional activities. By establishing small-scale networks at the city and township levels, the government can consider providing education for reducing GHG emissions, evaluating the amount of emissions, and using the results in public relations and educational activities.

Operating green community centers and automated bicycle rental system are among the fastest ways to spread green living. Two cases in point: the city of London installed the London Green Homes community center to provide information on reducing GHG at home as well as tailored home remodeling services; and the city of Paris commissioned the installment and operation of a bike rental system to JCDecaux, outdoor advertising company. Paris is reaping profits without investment costs.

Provision of Information on Energy Costs
Delivering information on energy costs to consumers can act as an incentive to save energy and help reduce energy consumption in households and businesses. In that respect, a labeling system can be an effective means to help consumers choose what products to buy by simplifying the products’ often complex environmental impact and manufacturing technology. The government is providing information and inducing consumers to choose products through Energy Consumption Efficiency Grade Label and Carbon Label.

Under the current Energy Consumption Efficiency Grade Label, manufacturers are required to attach 1st Grade (low consumption) to 5th Grade (high consumption) efficiency labels on consumer electronics, lighting equipment, cars, and other manufactured goods that consume lots of energy. If products fall below the minimum energy efficiency standards, manufacturers are banned from production, sales, and fined up to a maximum of ₩20 million (approximately $17,000). Since July 2009, carbon dioxide emissions per hour are included in the label.

Likewise, the United States has various measures to improve energy efficiency such as Energy Guide Label, Energy Efficiency Standard, Federal Energy Management Program, and Energy Star Program. The US Energy Guide Label6 gives estimated electricity cost of using products, encouraging consumers to save energy voluntarily.

It would be more effective if Korea’s energy consumption labels provided information on energy costs rather than, as at present, list various complex and incomprehensible figures. The Korean government should also provide such information on energy costs more broadly in other labeling systems.

Keywords
green growth, green lifestyle, green education, energy label, energy consumption, GHG emissions

Notes

1. The IPCC recommended emissions reduction targets of 15–30 percent of BAU projections for Korea and other non-Annex I countries.

2. Noksaekso˘ngjang 5kaenyo˘ngyehoek (2009~2013) [Five-Year Green Growth Plan (2009–2013)], ROK Presidential Committee on Green Growth, July 2009, p. 321, .

3. Compared with the average usage of electricity and water for the past two years, saved energy is converted into GHG emissions by using GHG coefficient (1kwh = 424 g CO2), and points are offered accordingly. The ROK Ministry of Environment has stated that 10 g of CO2 equals one point, which is around ₩3 (roughly $0.0026).

4. Under the Carbon Cash-Back System, allied manufacturers and retailers offer consumers a certain percentage of sales prices as “carbon points,” and consumers use accumulated points to purchase products, participate in public programs, and use public transportation. A pilot program has been in operation since May 2009, and it is expected that the program will begin in earnest from 2010.

5. Green Start Network is a public—private partnership whereby members from all walks of life participate to practice Green Start Movement, which started in October 2008 to reduce GHG emissions in non-industrial sectors. Fifty-five organizations and groups such as the Ministry of Environment, civic groups, and economist circles are developing action programs for reducing GHG emissions and pursuing educational and promotional activities. It is composed of national, regional, and business networks.

6. The US Federal Trade Commission requires manufacturers to attach labels that describe the energy cost and efficiency of thirteen products such as air conditioners, refrigerators, boilers, and washing machines. The US Department of Energy bans the production and sales of twenty products such as motors, refrigerators, air conditioners, boilers, and lamps that fall below the minimum energy efficiency standard.

DO Gunwoo is a research fellow at SERI. His current research fo-cuses on environmental economics, public finance, and climate change. He was previously a deputy director at the ROK Ministry of Finance and Economy and visiting scholar at Vanderbilt University. He holds a PhD in Economics from Korea University. Contact: dokorea@seri.org.

Translation: JOO Hye-Sun