While economic and military strength are often used as measures distinguishing an advanced country from a backward country, the most telling yardstick is citizens' "standard of thinking." "Standard of thinking" is expressed by manners, culture and respecting public order, the very basics of a cultured citizen.

Korea's impression on the foreign guests visiting the country for the World Cup will be determined by its people's behavior in everyday life. Eye-catching events, comfortable accommodation and kind tour guides are must-haves as World Cup host, but while foreigners will be impressed and delighted by superb service and facilities, good memories will fade eventually as time goes by no matter how spectacular the festival has been.

Instead, long-lasting memories will be the impolite passerby who didn't bother to apologize after colliding with them, subway riders who got on the train before other passengers got off, people spitting all over the streets and loud customers at restaurants who ruin the supposedly pleasant meals. These negative impressions would remain in the subconscious to create the image of Korea.

The Chosun Ilbo has been running a "Global Etiquette Series" since end of 1998, marking the 1,080th story on the opening day of the World Cup. While various real-life stories appeared, many were deploring ignorance of social order and lack of concern for others. If the nation at least makes sure to say sorry when bumping into others, not to spit on the street and keep reasonable ambiance in restaurants, the living standard of the country would take a step forward. Respecting social order is a way to make a better living for all of us, and therefore, the campaign must not end with the World Cup but should continue as a lasting goal for the society.

(June 1, 2002)