{"id":2202865,"date":"2023-11-24T17:00:21","date_gmt":"2023-11-24T08:00:21","guid":{"rendered":"https:\/\/koreapro.org\/?p=2202865"},"modified":"2023-11-27T17:07:39","modified_gmt":"2023-11-27T08:07:39","slug":"unpacking-south-koreas-strict-drug-policy-amid-celebrity-scandals","status":"publish","type":"post","link":"https:\/\/koreapro.org\/2023\/11\/unpacking-south-koreas-strict-drug-policy-amid-celebrity-scandals\/","title":{"rendered":"Unpacking South Korea\u2019s strict drug policy amid celebrity scandals"},"content":{"rendered":"
In South Korea, a longstanding <\/span>image of being virtually \u201cdrug-free\u201d<\/span><\/a> has been a point of pride. However, recent trends and high-profile cases are prompting a reevaluation of this narrative, suggesting a potential shift in the country\u2019s relationship with drugs.<\/span><\/p>\n From the societal stigma associated with drug use to the rising concern over <\/span>youth experimentation<\/span><\/a> and celebrity scandals, South Korea finds itself at a crossroads, balancing its traditional image with emerging realities.<\/span><\/p>\n Public shock ensued following the announcement of investigations into <\/span>Lee Sun-kyun<\/span><\/a>, a renowned actor known for his role in the international hit \u201cParasite,\u201d for alleged illicit drug use, including marijuana. <\/span>Kwon Ji-yong<\/span><\/a>, known professionally as G-Dragon, a figure synonymous with K-pop royalty, faced similar accusations, although he has <\/span>tested negative<\/span><\/a> for drug use.<\/span><\/p>\n Additionally, actor <\/span>Yoo Ah-in<\/span><\/a>\u2019s case, involving the alleged abuse of marijuana and propofol, a prescription medication, has drawn significant attention.<\/span><\/p>\n Understanding the extent of South Korea\u2019s approach to drug-related issues requires distinguishing between drugs and narcotics. Whereas drugs typically refer to substances that are universally recognized for their illicit nature and high potential for abuse, such as cocaine or heroin, narcotics encompass a broader category, including certain prescription medications.\u00a0<\/span><\/p>\n However, South Korea often treats the abuse of drugs and narcotics with equal measure.<\/span><\/p>\n This lack of distinction highlights broader societal expectations, where celebrities are held to high moral standards for any form of substance abuse, whether it involves conventional illicit drugs or prescribed medications.<\/span><\/p>\n K-CELEBRITY CULTURE<\/b><\/p>\n Mere accusations of drug use can lead to financial ruin for many South Korean celebrities. For instance, BMW <\/span>erased images of G-Dragon<\/span><\/a> in its online promotional images and videos due to the \u201cdeteriorating public sentiment\u201d that resulted from allegations of drug use. Similarly, multiple South Korean retailers <\/span>rushed to cut ties<\/span><\/a> with Yoo Ah-in, who had been their brand ambassador.<\/span><\/p>\n The question is why so many South Koreans seem to hold celebrities to such high moral and ethical standards when, in Western countries, public figures are not usually held to such standards. For instance, Calvin Cordozar Broadus Jr., known professionally as Snoop Dogg, an American rapper and actor, launched his <\/span>branded line of cannabis products<\/span><\/a> in 2015. Similarly, <\/span>John Boehner<\/span><\/a>, a former speaker of the U.S. House of Representatives, sits on the board of Acreage Holdings, a marijuana investment firm.<\/span><\/p>\n Unlike many of their Western counterparts, South Korean celebrities are under constant scrutiny to uphold a clean, wholesome public persona, placing them under immense pressure.<\/span><\/p>\n CedarBough Saeji, an assistant professor specializing in Korean and East Asian studies at Pusan National University, shared her insights on the nature of K-pop stars\u2019 appeal. Saeji explains that K-pop idols represent more than just musical talent; they embody a form of attainable success.<\/span><\/p>\n K-pop stars are not portrayed as geniuses but instead marketed as \u201ca neoliberal fantasy\u201d of hardworking individuals whose achievements are within the realm of possibility for the average person, Saeji told <\/span>Korea Pro<\/span><\/i>.<\/span><\/p>\n This attainable image that resonates with so many fans, Saeji notes, is a crucial part of their allure. It not only inspires fans with the idea that they, too, can realize their ambitions for stardom through dedication but also provides a foundation for fans to feel a sense of personal connection with their idols.<\/span><\/p>\n This connection fosters what is known as a parasocial relationship. In this one-sided psychological attachment, an individual becomes emotionally invested in a public figure, such as a celebrity or media personality, despite having no reciprocal interaction with them.<\/span><\/p>\n This parasocial relationship often leads businesses that employ Korean celebrities as their brand ambassadors to <\/span>demand that they maintain their clean image<\/span><\/a> to serve as a blank canvas upon which fans can construct a fantasy of closeness and, perhaps, bolster sales.<\/span><\/p>\n