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Commodification of Jeju Island’s Cultural Image: Standing Stones

These ancient standing stones, known in Jeju as Dolhareubang (Stone Grandfather) are mysterious relics that have contributed strongly to this island's cultural identity. Five hundred years ago only six existed, standing guard at castle gates. Now reproductions and products such as replicas, souvenirs and two-dimensional images co-exist with the originals in this symbolic cultural environment. This study, guided by a theoretical analysis of culture and commodification, employs a mixture of qualitative and quantitative methods to understand cultural meanings of the stones themselves as well as to gain a broader understanding of how visitors and residents alike perceive Jeju culture via the Dolhareubang image and its commodities. This paper contributes to how the Dolhareubang can be used to improve Jeju's cultural image while contributing at an economic level, to the local tourism sector.