ABSTRACT
On February 12, 2004, a press conference that would drive heated discussions among Koreans was taking place in Seoul, South Korea. Netian Entertainment Corporation held the press conference to announce the release of a nude photo project, the fi rst section of which had just been fi nished. Seemingly, it was just another celebrity nude collection, a popular genre in Korea. What was unusual about this project was that the model who posed nude in these photographs was the well-known actress, Lee Seung-yeon. The company and the actress announced that they would release the photos through a mobile phone service and the Internet. The idea of making celebrity nude photos available on cell phones so that people can look at them during a subway commute is a daring marketing method that has recently become popular in South Korea.
