Super is the word we want to hear in Korea. Superstar K (Korean version of American Idol or Britain’s Got Talent) is setting unprecedented records for a cable TV show viewing. Hyundai Card is throwing a series of Super Matches (Serena Williams vs Maria Sharapova, Roger Federer vs Rafael Nadal) and Super Concerts (Stevie Wonder, Whitney Houston, Itzak Perlman, Beyonce, Billy Joel, Vienna Philharmonic Orchestra), all invited to perform in Korea. Samsung just announced to have sold over 5 million Galaxy S units around the world, under a tagline “Super Smart.”

Why does “super” work super well? Maybe we have a collective desire to gratify ourselves the status of “allowed to go super, even globally” for having worked so hard. Maybe the meaning of super has evolved from the vintage “superman” or “supermarket” to mean something bigger and aspirable (when we casually say “super” in Korean, we still mean supermarkets most of the time) After all, where Korea stands today in terms of culture, economy, and technology, is unheared of, considering how Korea, just half a century ago, was left only with ashes after the Korean War.

Now, should I name this blog to something like “Super Kimchi” or “Super Tech” I actually don’t like either one of them; but maybe I’ll call this series “Super Digital Korea”. I actually like that. What do you guys think?

And no, I’m not giving up on the name Technokimchi after the tremendous amount of effort I had put into naming this blog.