Years ago I led a seminar on Korean literature and wanted to show a film to the mostly non-Korean students. This was before South Korean cinema was fully established as the darling of film festival juries and adolescent boys everywhere, so I drove to my local Blockbuster and pulled out the only VHS cover I saw indicating electricity had found its way to Seoul. “This will give you a glimpse into modern South Korean life,” I announced to my class about 301, 302, which did indeed show Seoul as a First World consumerist dream housed within tall, concrete apartment buildings.