Models
from 15 Asian nations came to Seoul Olympic Park for the 2012 Asia
Model Festival Awards (AMFA) for two days from January 17 to 18. Hosted
by the Korea Model Association, the award ceremony provides a chance for
Asian nations to communicate with each other by sharing and exchanging
their own pop culture and fashion trends. Participants gathered from
nations including China, Japan, Thailand, Hong Kong and Singapore, under
the slogan “Asia is One.”.
Representative models, singers,
actors, and major figures in the fashion and beauty industry for each
nation were brought together for the seventh annual AMFA. The largest
model festival in the world and the only event of its kind in Asia, this
year’s AMFA gathered around 4,000 domestic and international guests in
the event hall.
As part of the festival, various events were
scheduled on January 17, the eve of the AMFA. The focus of the festival
has been expanded this year to include beauty treatments, previously
only emphasizing the two elements of model and fashion. Unlike the
typical fashion shows in which models simply walk up and down the
catwalk, the festival brought life to the stage. Models engaged in
kickboxing and yoga on the runway, and danced with monster make-up on
their faces. A body-painting art performance also brought extra color to
the event.
A fashion show organized by Korean designer Lea Seong. The clothes are made of proteins extracted from organic milk. |
The
main awards ceremony on January 18 started with a fashion show
organized by Korean designer Lea Seong who runs a business in China. One
of the surprises presented at the show was a fabric made of proteins
extracted from organic milk.
Child model Byun Ha-rin survived among 25,000 competitors. |
Hye Park (left); Lie Sang-bong (right) |
Jung Il-woo (left); Lee Yun-hee (right) |
Singer Kara receives the Asia Star Award (Photo: Yonhap News) |
The
awards were given to two groups; professional models and celebrities
active in drama, movies, music, and fashion. The best professional
models were selected through a fierce competition. The celebrity winners
were voted on by the models. Fashion designer Lie Sang-bong received
the Achievement Award for International Cultural Exchange. Model Hye
Park received the Fashion Model Award. The Popular Artist award was
bestowed on BEAST, Jay Park, MBLAQ, and IU. The Fashion Star Awards went
to actors Lee Yun-hee and Jung Il-woo, both of whom enjoyed successful
modeling careers prior to their debuts in the entertainment
industry. The Asia Star Award was given to actor Choi Ji-woo and singer
Kara.
K-pop
stars such as A Pink, MBLAQ, and IU performed between presentations of
the ceremony. With a large number of fans present, the hall reverberated
with the thunderous cheers.
Jin Jong-wook, an expert advisor
for the Korea Model Association, noted in an interview that Hallyu,
despite its far-reaching popularity, has yet to influence mainstream
culture.
“For the Hallyu craze to translate into a deeper
engagement with Korean culture, quality content is essential,” said Jin.
“With innovative designs and an emphasis on understated, tasteful
beauty, Korea’s modeling industry has already captivated the Asian
market, and it has definite potential to appeal in lasting ways to the
rest of the world.”
The festival will be aired domestically on
SBS Plus on January 23 and internationally on Arirang TV, which will be
seen in 127 countries. It was also filmed by overseas organizations and
will be broadcasted on major terrestrial networks from 30 Asian nations
including GMA TV of the Philippines.
By Lee Seung-ah
Korea.net Staff Writer
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Featured Topics : 2012 Asia
Model Festival Awards, Korea Model Association, Korea culture, event in
Korea, Korean beauty industry, Korean model, IU, Kara, Korean celebrity,
Choi Ji-woo, Lee Yun-hee, Jung Il-woo, Jay Park, Lie Sang-bong, Korea
cultural exchange