Korean culture stretches back 4,000 years. This dense fabric of ancient culture permeates the people and environment. However, alongside it exists the high-tech world and world-leading companies, whether we think of Samsung manufacturing phones or the Hyundai car factory. The Koreans' work ethic, commitment to quality, and humility created their success.
In cosmetic products too, the modern and traditional merge. For example, red ginseng is attributed magical powers in addition to its proven beneficial effects, while sunscreens and anti-aging creams are tested according to standards even stricter than European ones.

On Jeju Island's dazzling sandy beaches, we noticed something strange. While the 25-degree crystal-clear water and 30-degree sunshine provided all the conditions for the kind of beach-going and sunbathing we're used to at Lake Balaton or the Adriatic, here everyone was dressed from head to toe, some in hats, and there were even those who went to the beach wearing masks. Talking with locals, we discovered they were protecting their skin from the sun.
This is the result of consistent sun protection, which often makes it impossible to estimate a Korean person's real age. We often thought people in their 40s-50s were in their 20s.
It's also not surprising that in Seoul, people walk the streets with umbrellas in bright sunshine.