Life in modern Korea is life in the “ppali-ppali” style, which means quickly, quickly. Koreans are always short of time, they are always in a hurry, do several things at once and start shouting that they are hopelessly late when the subway train has only slowed down slightly. They are emotional, quick-tempered, capable of spontaneous instant mobilization, impressionable and vulnerable. They have created ultra-modern technologies, are proud of their national culture and are in constant and non-stop transformation to maintain the high pace of a modern and dynamic Korea... It seems that Korea cannot be understood with the mind, but you can try... The book was also published under the title “Watching the Koreans. The land of morning freshness.”