Culture of wearing and keeping on facemasks in Korea: Beyond Confucianism

Much has been written about regional strategies in confronting COVID-19 and the narrative about regional differences and similar - ities which is predominant in the media and in essays by experts is comparative in nature. Nevertheless, some scholars have argued that competitive discourses are hidden between the lines in these descrip- tions of regional specificities (Chekar, Kim 2022). From a cultural point of view, the literature focuses on comparativeness by positing a dichotomy between a collectivist approach (namely, Asian values) in antithesis to those of individualist (namely, Western values) soci- eties as distinguishing key elements in dealing with the pandemic in both the East and West. This article sheds light on how the Korean population responded to the pandemic and the government’s face- mask mandates. It begins with the fact that the Korean government announced that from 1 May 2022, wearing masks outdoors would no longer be required; nevertheless, in August, most Koreans are continuing to wear masks outdoors up to the time of writing. This behaviour raises questions, including why Koreans have difficulties in taking off their facemasks. This article then argues that facemasks are nonetheless reservoirs of meaning according to how, who, where, and when they are worn, and that they are open to future significa - tion in a continuous bricolage, re-semantization, and translation. It aims to suggest that besides ‘Confucian’ values, lookism and social pressure have not been carefully considered as determinant parts of Korean culture in the use of facemasks. To support this argument, I analyse the results of a survey that we conducted in 2021.1 Between the results of this survey and an examination of the media’s narra- tives, the figurative dimension of meanings lies at the heart of these dynamics, transforming the idea that there is an ideology based on collectivism and Confucianism into discovering the crucial role of individual self-care during COVID-19.