Wednesday, February 11, 2026

Kimono displayed at a Kia dealership in Germany and described as "Korean" – what happened?

Input
2026-02-02 10:39:51
Updated
2026-02-02 10:39:51
Social media screen of a car dealership in the Federal Republic of Germany (Germany) / Photo: captured from Professor Seo Kyoung-duk’s social media, Yonhap News

[Financial News] A car dealership in Germany has sparked controversy after holding an opening event for a Kia Motors Corporation showroom that featured the Japanese traditional garment "Kimono."
On the 2nd, Seo Kyoung-duk, a professor at Sungshin Women's University, wrote on his social media, "I learned about this through a tip from a netizen living in Germany," adding, "This company recently opened a Kia Motors dealership in Schwerin."
Seo stated, "To mark the opening, they held an event for citizens and customers in Schwerin, and it was conducted in a Japanese and Chinese style, as shown on social media," and pointed out, "In the video, they describe the venue as being decorated in a 'Korean style,' yet women wearing Kimono appear."
He went on to criticize that "the overall atmosphere of the showroom is decorated with Chinese-style dragons and lanterns, which is causing misunderstandings among local citizens."
Seo then stressed, "This event is not something Kia Motors did wrong, but rather a case that can be seen as resulting from the local company’s poor understanding of Korean culture."
He added, "Recently, ALDI, often referred to as Germany’s national supermarket, introduced Korean Kimchi on its website as 'Japanese kimchi,' which caused a major controversy," and continued, "Instead of only criticizing German companies for their repeated distortions of Korean culture, we should make greater efforts to properly promote it ourselves."
newssu@fnnews.com Kim Su-yeon Reporter