A big boss’s car must be black

Here’s this week’s tip on Korean language and customs:

Q:
When I told my locally hired staff that I wanted to buy a Korean car, they presented a few brochures to me. My wife and I decided to buy a white or maybe beige sedan since we drove a light-colored car back home in the United States. Upon hearing my choice, Koreans at work looked obviously disturbed and told me “a boss should be driving a dark-colored car” to commute. If I really didn’t want black, then they advised I go for navy or deep forest green. I did notice that Korean streets are full of black cars. Is there any cultural meaning to driving dark-colored cars?

A:
To most conservative Koreans, when it comes to cars, size and color matter. Big black sedans represent power and prestige as they are often chauffeur-driven for high-ranking civil and military officers as well as top executives in companies. Junior ranks in organizations are advised to avoid driving or purchasing dark-colored cars that are larger or more expensive than those owned by their superiors.

Light-colored cars, on the other hand, are viewed as liberal or even shallow. Thus, in Korean films, a gangster boss, for example, will be seen driving a large white sedan. However, this is one of many fast-changing attitudes as Korea is becoming more open to different values.