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Conservative attitude still prevails in car choices
To most conservative Koreans, when it comes to cars, size and color matter. Big black sedans represent power and prestige as they are often chauffeur-driven for high-ranking civil and military officers as well as top executives in companies. Junior ranks in organizations are advised to avoid driving or purchasing dark-colored cars that are larger or more expensive than those owned by their superiors.
Light-colored cars, on the other hand, are viewed as liberal or even shallow. Thus, in Korean films, a gangster boss, for example, will be seen driving a large white sedan. However, this is one of many fast-changing attitudes as Korea is becoming more open to different values.