Immanuel Kim, the Kim-Renaud Associate Professor of Korean Literature and Culture Studies at the George Washington University Columbian College of Arts and Sciences, is the author of “Rebranding North Korea: Changes in the Consumer Culture and Visual Media.” The book examines how North Korea’s modernization efforts are reshaping both domestic life and international perception as the country seeks to align itself with global technological and cultural trends.
In his book, Kim traces major shifts in North Korean consumer culture, including the rise of modern urban development and expanded social amenities. Kim also notes the evolution of visual media marked by improved filmmaking techniques, digital literacy and new aesthetics. These changes highlight the country’s transformation from a politics-centric society under Kim Jong Il to a consumer-oriented one under Kim Jong Un. Through these developments, Kim argues, North Korea is actively working to educate its population and rebrand itself on the world stage.