kimyeosa

Jieun Choi
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The "Mrs. Kim" Cliché: Hyundai Motor's Ads Patronize Women

Kim-yeosa, or “Mrs. Kim,” is a widely known term in South Korea. It’s used to demean female drivers — often those of older generations — who are clumsy on the road. “There goes Mrs. Kim,” one might say, when a female driver doesn’t abide by