Dear Comrade the Leader Episode 224
Chapter 79. the formation of the middle class
“Hey, that’s a lot. It seems to be about one every few seconds?”
“Is that right? These days, it is said that a house without one of them is not treated as Kim Jeong-hwan’s people.”
“… … And my Southeast Asian travel ticket and my washing machine in South Korea, too. After seeing it in the report, I came out on the highway like this and saw it with my own eyes.
A few months after the dawn of 2005, Jeonghwan and Yoo Hyerim were chatting, giving and receiving, while traveling according to schedule in an official vehicle, estimating the number of specific car types among the vehicles passing through the window.
As it was Jeong-hwan himself, that is, the head of state, the leading security vehicle and the motorcycle of the Special Security Agency surrounded the official car in which Jeong-hwan and Yoo Hye-rim were riding like a folding screen, but it is possible because the road was not completely blocked by the supreme leader as before. It was.
Of course, seeing the procession of vehicles with artificial flags on them, the cars of the people around them took care of them and slipped away, and some opened the car windows and waved their hands.
However, considering that, the fact that it catches the eye so often can be said to be the most popular vehicle in the Republic of Korea.
“So far, over 1 million units of that brand have been sold in the Republic? Ssangyong-Preferred cars are angry. It is not very appropriate for the Republic of Korea automobile market to become the leader in modern automobiles.”
The 20th and 21st centuries, after the start of the Industrial Revolution and the incomparable improvement of human ability to produce goods, had one characteristic.
It was that there was one good, ‘item’, symbolizing that generation and era, every generation, every 30 years.
Of course, it is hasty to call it a general theory, and the possession of these goods was only applicable to developed countries – at least newly industrialized countries, but not to poor and underdeveloped countries.
However, at least in 2005, in North Korea, goods that symbolized a period of rapid growth existed.
Like the Walkman in Japan’s bubble period and the kimchi refrigerator in Korea during the high growth period before the financial crisis, the item that became a symbol of the middle class of the Republic was the SUV (Sports Utility Vehicle).
The car model that is most often seen on the road where Junghwan’s official car passes now is the old Ssangyong, which is half-jokingly and half-seriously called ‘people’s car’ – Daewoo Motors’ new SUV, ‘Stalion’ with the meaning of ‘stallion’. Stallion).
“The modern Sonata, the nation’s car in South Korea, and the Ssangyong Stallion in the North… … . The last I heard was that the modern 3rd-generation Sonata was the hottest selling car in our republic. I didn’t go out well on the local map for the fortress… … Have people’s tastes changed?”
“It is true that my comrade heard it, but from what I have heard, believing that and being arrogant in modern times was a failure. As the income level of the people of the Republic rises rapidly, the snow rises and the options become diversified, but with the consideration of the party, they said that they first stepped into the car market of the Republic. … .”
“Hmm, if the deceased comrade Moon-Young Jung finds out, the heavens will try to issue a decree to his son. After all, it is difficult to have a nobleman under a nobleman.”
“Rumor has it that Chairman Yang-Heon Jeong also thinks of the Republican market easily, and for the first few years he sold stocks of modern Sonatas sold in South Korea, and was furious when he heard this news. I heard that they are doing consumer preference surveys and mileage guarantee refunds for a while, so I guess we have to wait and see who will dominate the car market in the Republic of Korea.”
“It’s good for the people. Because monopoly conditions weaken the market itself. When competition occurs, better products and services can be created.”
In response to Hyerim Yoo’s explanation, Junghwan muttered as he watched the SUVs in the next lane rushing down the highway.
Most were families of four with young children in the backseats.
The man and woman in the driver’s seat, presumed to be young newlyweds leaving Pyongyang to go on vacation after a short time, saw Jung-hwan’s official car procession and noticed who was riding, so they accelerated as if they were running away, but the children who didn’t know what they were doing were just curious. He even waved his hand toward Jeonghwan.
It was a moment that showed the current republic in many ways.
This republic has changed so much that it was difficult for the generations before Jeong-hwan to adapt, but by the time those children grow up and reach their parents’ age, the couple in the driver’s seat will have a hard time adjusting again.
And around that time, where and what is Jung-hwan himself, the one who led the remarkable change?
Is it still the ‘Dear Our Leader, Comrade Kim Jung-hwan’ of the Democratic People’s Republic of Korea?
if not… … .
Jeonghwan forcibly stopped the thought of going to the wrong place and asked Hyerim Yoo next to him a question.
“Chief Yoo, that half-packed car… … Oh, these days, even the people of Kim Jong-il don’t call it this way, do they? Anyway, let’s talk more about SUVs.”
“Well… … With a reasonable price, decent design, and high load capacity, it can be said to be a representative household item that symbolizes the middle class in the Republic of Korea. At first, the Sonata, which Hyundai brought from South Korea, took the supremacy of the republic’s automobile market, but now the situation is different.”
Yoo Hye-rim, thinking that Jeong-hwan was bored with the journey to her destination, smiled and began to unravel the stories about the Republic’s ‘People’s SUV’, Stallion, which she had picked up one by one.
In fact, that Ssangyong-preferred SUV, which can be said to be a symbol of the current North Korean middle class, had many twists and turns.
After the financial crisis, Ssangyong-Woodae, which moved its headquarters and production base to North Korea, went through mergers and corporate rehabilitation procedures and then shifted to planting, targeting middle-class families in North Korea and was contemplating on a new car line to focus on them.
At that time, the management, who decided that the existing strategy would not be able to produce any significant results because the modern automobile, which had already entered the North Korean automobile market, was dominating the North Korean automobile market due to the relationship with Chairman Jung Moon-young, was able to recognize the distinctive consumer characteristics of North Korean consumers that are different from those of South Korea. After in-depth research, I came to a conclusion.
-Consumers who want to buy a car in North Korea don’t want a sedan like the Hyundai Sonata, one of the best-selling models in Korea. In North Korea, the type of car consumers want is an SUV.
There were many reasons for Ssangyong’s management to reach this conclusion.
First of all, the road traffic situation in North Korea is still much worse than Korea, which has gone through a similar process for more than 20 years, even though there are many mountainous areas where the original topography itself is rougher than that of Korea, and even though renovations and new roads have been opened every day for 10 years. did.
So, rather than a sedan that needs to be rolled gently on a naturally flat road, we decided that an SUV with high rough terrain and high cargo capacity would work well for consumers. will be.
Poor fuel efficiency, which is a characteristic of SUVs in general, was raised as a problem, but unlike Korea, where oil prices are high due to importing all oil, North Korea was relatively free from fuel efficiency issues.
Another point that the former Ssangyong and Preferred Motors executives sharply pointed out was the consumption psychology of North Korean consumers who became wealthy enough to buy a car in a short period of time.
– Now that the Republic is prosperous, shouldn’t I have to drive the car too?
-I didn’t like it at all to talk about things from South Korea being full, but if possible, I’d have to roll a big car and kill the flag!
In North Korea, where pre-modern male supremacy still remains, the size of a car that consumes a lot of oil is a display of one’s wealth and a projection of the national competitive spirit that ‘the republic is now richer than south Korea’.
Of course, GDP per capita still lags behind South Korea and South Korea, but everyone was sure that if they were under the leadership of the general secretary, it would catch up soon. mean?
And the management of Ssangyong-Woowoo Motors, who understood this invisible inner psychology, took the image concept of the new car as ‘a sport utility vehicle for a strong and wealthy man’ and renamed the brand as ‘Stalion’, meaning ‘stallion’. did.
And the final point of fire was a TV commercial that suited that concept.
“It has been more than a few years since that car was released, but it is still an advertisement that comes and goes in the mouths of the people of the Republic.”
“I was bored too. But the funny thing is, isn’t the advertising model actually from South Korea? Well, he’s the most popular player, so I can’t help it… … .”
Considering the image and use of the vehicle, Stallion’s advertising model, considered as the first line, was naturally a masculine fighter, more precisely, boxing.
In fact, even before reform and opening-up, boxing was a popular sport in North Korea, which was heavily influenced by the Soviet Union, as much as sports such as soccer and basketball. Boxing’s position in the current republic’s professional sports world was unparalleled.
As soon as the people started making money there, and boxers from the military who were sports personnel during the reorganization process of the Korean People’s Army opened gyms all over the republic, the Professional Boxing Association (which is also actively supported by the People’s Army positively and positively) was formed and boxing began. It quickly became a part of people’s lives.
And if there is one thing worth noting here, it was human resource cooperation (?) with South Korea and Korea, and it is the Korean professional boxers who made the republic’s boxing boom not only a daily sport but also a professional sport with international competitiveness. It was.
-Director Park, everyone around you is dying these days. Who wants to learn boxing in this financial crisis that makes it difficult to live on? Gym membership is also reduced to less than half, and professional competitions are canceled one after another… … . Is the Korean professional boxing that knocked out Karaskiya now obsolete?
– Director Ahn, why don’t you go to the North instead?
-What? What North Korea?
-I heard that these days, North Korean kids love boxing so much that they die! Also, North Koreans say they rarely play sedo professional matches, so they get fouled every day in international competitions.
The boxing boom of the Democratic People’s Republic of Korea in the Korean professional boxing world, which had been on the verge of decline after the financial crisis, was indeed the pioneering of Shincheonji, the Blue Ocean.
In the early days of North Korean professional boxing, when training was dead due to the nature of the closed country, in the early days of the North Korean professional boxing industry, where they were often tormented in international competitions due to lack of practical experience, the influx of Korean boxers served as experienced trainers and good competitors at the same time. It gave me an opportunity to progress to the next level.
The North Korean authorities also had no reason to refuse the influx of such high-quality personnel, so people-to-people exchanges became so active that a ‘boxing visa’ was opened at the North and South visa issuance offices. She was even selected as Leon’s main advertising model.
-Stronger than world champion Yosam Choi’s straight! Men’s, just for men, men’s SUV! Stallion!
It was the main copy of the SUV advertisement that announced the revival of the old Ssangyong-preferred car, the current Ssangwoo (it took one letter from Ssangyong and the preferential one, but it was Ssangwoo 雙友 by using the letter u for friend).
After these twists and turns, at the 2004 Athens Olympics last year, a North Korean boxer trained by a Korean coach and trainer achieved the feat of winning the first gold medal in history. It was scheduled to open again.
And in this unprecedented professional boxing boom in the republic, Peony Holdings, a state-owned fund, is no exception, and a financial company that is not a sportswear company even sponsors various boxers and professional tournaments.
“By the way, I’m talking about boxing, but… … At that time, I still do not know what the purpose of the special instructions given to Comrade Choi Seung-il was. Of course, I think there will be ups and downs as it is the work of the general secretary, but… … .”
“What are the ups and downs, what kind of ups and downs are there in the Republic of Korea sponsoring a player who looks like a sassy athlete to make his name known and to please the people by holding a world first aid tournament once? Originally, professional sports players are similar to stocks, so when the ransom price is low, you have to stamp them in advance.”
“That’s right, but the player you spoke of at the time is not a citizen of our Republic, but a Filipino, right? Of course, I know that he has won several weight classes and has a promising future, but in the Korean language, his name was a twisted name… … What wave, paqui… … .”
“Now they are all going. It seems that the south Korean side has already arrived.”
As the car approached its destination, she felt it gradually slowing down, and Hyerim Yu, who was trying to remember her name with a frown, also stopped talking.
And then she remembered what she had been talking about and even talked about boxing, and she shook her head and ended her speech.
“Anyway, I looked at the economic section of the Rodong Shimbun a while ago and saw that car, that… … SUVs are now one of the three essential goods of the Kim Jeong-hwan people of the Republic. Once upon a time, there was a time when people used to say that they had a good life. … .”
“Originally, when you earn money, it is natural that your perspective will change. Perhaps the next generation of people will divide wealth and poverty based on their mobile phones.”
Even with that said, Junghwan’s head was filled with the emergence of a new class that could be observed through these phenomena.
Classes in North Korea in the past were divided into hostile classes, agitated classes, and core classes based on lineage and loyalty to the system handed down from the Korean War era. It can be seen that the hierarchical classification system was born.
They are the wealthy (Junghwan is well acquainted with) some big money owners, entrepreneurs, and sports players and celebrities who have just started to rise. were the layers.
The father works, the mother is a housewife, two children, a car and an apartment or house.
Both children can go to high school without difficulty, and with a small student loan, they can go to private college without difficulty. On weekends, they can buy a can of Taedonggang beer and watch a professional boxing TV show. A class of economic power that can be visited.
The most common and seemingly insignificant class, that is, the middle class, which has the potential to save and kill almost all systems since the 20th century, regardless of east and west, began to appear in North Korea.