Chapter 2. Interesting facts about Kazakhstan - AMORE STORIES - ENGLISH
#Lee Eunjoo
2017.04.19
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Chapter 2. Interesting facts about Kazakhstan

Introducing the columns written by members of Amorepacific Group

ColumnistLee Eunjoo
Amorepacific Corporate Audit Team


# Greeting

 Hello! It was cold outside when I wrote the first chapter and now the long winter is over and warm spring is here. The first column was rather serious; about the history of Koryo-saram (the Korean diaspora) in Kazakhstan, but today I will go on a light note to reflect the warmth of spring and share things about Kazakhstan.

# Koryo-saram keep to Korean tradition

 I first learned about Koryo-saram in Kazakhstan through the housekeeper who kept the house and sometimes prepared authentic Korean dishes such as seasoned thin slices of carrot and Japchae (Korean stir-fried sweet potato noodles). I was still young then and because she looked a lot like a Korean person and spoke Korean well, I thought she was Korean, but she was actually a Koryo-saram. Koryo-saram are indeed citizens of Kazakhstan, with their roots in Korea, through their grandfather and grandmother having been forcibly deported from the Maritime Province of Siberia, Russia. Generation after generation, many Koryo-saram blended in with their present surroundings and forgot the history of their ancestors. But still, there are traces of Korean cultural traditions in Kazakhstan kept by Koryo-saram.

 The world's only Koryo Theater that was established in Vladivostok, Russia in 1932 was relocated to Kyzylorda, Kazakhstan in 1937 after the deportation. Here at the theater, Koryo-saram wear Hanbok (Korean traditional clothes) and put on Korean cultural performances and plays including Samulnori (traditional Korean percussion quartet). And there is Koryo Ilbo, which has continued down to these days since 1938 to publish local news and literary works in Korean for all Koreans living Kazakhstan. Meanwhile, middle-aged female Koryo-saram sell traditional Korean side dishes, such as seasoned thin slices of carrot, spicy raw fish salad and kimchi, that's made less spicy by using cabbage from a Kazakhstani bazaar. They are all the evidence of how culture merges into everyday life and passes down through generation, even though historical events may only remain in records.
  • Performances at the Koryo Theater (Source : Koryo Theater official website, http://www.kortheatre.kz/index.php)

  • Koryo-saram selling Korean style side dish at bazaar (Source : Google Images, travel-images.com)


# Shashlik, Kazakhstan style skewered cubes of meat

 One of my favorite Kazakhstan foods is shashlik; I still miss it. It's a dish made of skewered cubes of meat such as mutton, beef and chicken that's popular in the Middle East, Eastern Europe, Central Asia and Russia. I always had shashlik after skiing in the winter when I lived in Kazakhstan.

 If you want a taste of Central Asia, visit the Uzbekistani restaurant Samarkand near Dongdaemun or the Russian restaurant Troika in Itaewon, Seoul and try shahlik. I went to Samarkand once and, interestingly, they served Koryo style seasoned thin slices of carrot as side dish!
  • Shashlik tastes better in the winter (Source : Troika official website)

  • Shashlik rather than the Shymbulak Ski Resort in Almaty, Kazakhstan! A picture of myself enjoying a shashlik at the ski resort


# Spread of K-culture and cosmetics in Kazakhstan

 There are about 100,000 Koreans residing in Kazakhstan and 3,000 ethnic Koreans. The first Korean Culture Center in the Central Asia was opened in Kazakhstan in 2010 for Koryo-saram, always remembering where they had come from.

 Korean culture is growing popular across the world along with the spread of K-pop, TV dramas and films, as well as in Kazakhstan, especially after the first K-pop concert titled 2016 Feel Korea in Kazakhstan in September 2016. Riding on the popularity of the Korean culture, more and more Kazakhstan people expect to find Korean cosmetics. In fact, a store of a Korean brand in Almaty, the economic hub of Kazakhstan, opened in September 2015 and is making a success with the concept of being a naturalism-oriented brand.
  • 100 Years of Beauty: Kazakhstan (Source : YouTube '100 Years of Beauty' series)

 Kazakhstan has a dry continental climate with four distinct seasons. Not only Koryo-saram, but also natives of Kazakhstan have similar skin color as Korean women. Famous beauties of Kazakhstan indeed have brunette hair, brown eyes and a relatively fair skin tone. According to the report by the Korean Institute for International Trade in December 2016 about the Kazakhstan facial cosmetics market, Kazakhstan customers are interested in the following :
① Detox products using natural ingredients
② All-in-one products for multiple purposes
③ Moisturizing products, which leave the skin not too shiny
④ Functional products effective in reducing the appearance of acne and the signs of aging

 At the moment, Missha, Nature Republic and Tony Moly are well received in the Kazakhstan market, although their price is more expensive than L'Oréal, Avon, Cherniy Zhemchug and Nivea together taking 90-95% of the Kazakhstan cosmetics market, and they seem to be very much in the confidence of local customers.

 The market share of Korean cosmetics is less than 4%, but I see the full potential of our brands, including the naturalism-based cosmetics brand innisfree, Sulwhasoo offering medicinal herbs based solutions, primera using germinated seed, LANEIGE specializing in moisturizing of the skin and the functional brand IOPE with bio technology in the Kazakhstan market.

 Last but not least, it's important to exclude gelatin and alcohol and also obtain halal certification for products targeting Kazakhstan as 70.4% of the population is Muslim.

# In conclusion

 Kazakhstan is the only country close to Russia, Eastern Europe, Asia and the Middle East and it has served as an important bridge between neighboring countries throughout its history. After Kazakhstan, I will introduce you to the Republic of South Africa as the weather hots up.

 If you want to learn more about the Kazakhstan cosmetics market, please visit the following websites. Plus, there are many more 100 Years of Beauty series apart from Kazakhstan and I recommend you enjoy it and have some fun. Have a nice day, everyone!
1) Report of the Kazakhstan facial cosmetics market by the Korean Institute for International Trade
http://www.kita.net/newtri2/report/iitreporter_view.jsp?sClassification=11&sNo=1600

2) 100 Years of Beauty : Kazakhstan
https://www.youtube.com/watch?v=KTOGdV7eayI

3) 100 Years of Beauty : Korea
https://www.youtube.com/watch?v=5SWHjWtykns
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