The Korean Cultural Center in Brazil (CCCB) launched its "To Name Is to Respect" campaign on October 6, marking a significant milestone in Korean cultural promotion in South America. The initiative coincides with the historic inclusion of Hangul Day into the official calendar of São Paulo as a commemorative date on October 9, representing the first time this Korean cultural celebration has been officially recognized in the state of São Paulo.
The campaign addresses a growing challenge that has emerged alongside the global spread of the Korean Wave, or Hallyu. As South Korean culture has become an omnipresent global phenomenon manifesting across multiple fields including music, film, streaming services, literature, and beyond, there has been an increasing need to properly name and describe Korean cultural products and everyday elements. The initiative specifically targets the frequent occurrence of subtle yet significant mistakes, such as the use of inaccurate terminology or Japanese-origin terms when describing aspects of Korean culture.
At the heart of the campaign is a comprehensive guide that highlights the most commonly confused terms related to Korean culture. This educational resource will be distributed to media professionals and made available to the general public through the institution's official website. The guide aims to ensure that Korean cultural elements are correctly identified and named, which organizers describe as a fundamental gesture of respect that honors Korea's national identity and strengthens international cultural exchange.
The campaign operates on the principle that celebrating Hallyu also means celebrating the Korean language that made this cultural phenomenon possible. As campaign organizers emphasize, correctly naming cultural elements demonstrates respect for a nation's identity and contributes to more meaningful cultural exchange between countries. This educational approach reflects the collaborative nature of the initiative, which has garnered support from multiple Korean institutions and academic organizations.
Several prominent organizations have joined forces to support the "To Name Is to Respect" campaign. Partners include the Consulate General of the Republic of Korea in São Paulo, which played a crucial role in achieving the official recognition of Hangul Day in the city's calendar, the Korean Education Center in São Paulo (CECSP), and the School of Philosophy, Languages, and Human Sciences of the University of São Paulo (FFLCH-USP). This collaborative effort demonstrates the unified commitment to promoting accurate representation of Korean culture in Brazil.
Throughout the two-week campaign period, CCCB's social media platforms will host an extensive series of educational and interactive activities. The programming celebrates both the inclusion of Hangul Day as an official commemorative date in São Paulo and the launch of the comprehensive Guide to the Use of Terms Related to Korean Culture. The digital initiative will feature collaborations with popular content creators, interactive activities on social media stories, and an engaging online cultural contest offering attractive prizes including Korean cutlery kits.
The campaign's digital presence spans multiple social media platforms, with CCCB encouraging followers to stay updated on Instagram, Facebook, X (formerly Twitter), LinkedIn, and YouTube. The organization's official website serves as the central hub for accessing the cultural terminology guide and campaign updates. This multi-platform approach ensures maximum reach and engagement with diverse audiences interested in Korean culture and language accuracy.
