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A Study on the Successful Case of Brand Renewal through American National Brand 'C' Company's Marketing Strategy (미국(美國) 내셔널브랜드 C사(社)의 마케팅전략(戰略)을 통한 브랜드리뉴얼 성공사례(成功事例) 연구(硏究))

  • Koh, Hee-Sook
    • Journal of Fashion Business
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    • v.6 no.1
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    • pp.137-154
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    • 2002
  • It's not easy to renew old brand of over 50 years history to the tastes of new consumer of our time. Most of national brands that has a history of some 20 years in Korea have strove for continuation and growth of brand to no avails, which can be taken as a good example of current situation. For instance, C company, one of the National brand of US which has a history of 51 years, has made its position secure as a fashion group and based itself on a sound foundation by establishing new marketing strategy and completing successful brand renewal in the process of strategic M&A with Italian company. Those successful marketing strategies are as follows. 1) they regarded both market and consumer oriented marketing activity as company's highest priority strategy and put great emphasis upon concentration on target market and reestablishment of brand image of business casual wear. 2) Setting up and operating planning team composed of merchandizer alone in Milano, they set the direction of plan on the basis of concentrated research on potential item in market according to thorough market research done by buying office in Korea, branch office in Hong Kong and buyer in US prior to blueprint planning for season. 3) Great emphasis was placed on business which focused on intensive presentation of basic key item for apparel career women who are main consumer group in the midium-low prices market in US and on supplementation of size and color. they named this line 'collectibles' and helped their customer develop their own clothes plan without worrying about the change of color and fabric by supporting same fabric and color throughout the year and enabled them to add variation easily by supplementing new trend item. 4) Company set black as a main color that lots of apparel career women find easy to care and to express their own image and presented them with pebble which belongs to navy and beige and added fashion color such as wine and brown etc as season goes by. They constructed basic line in order for their customers to coordinate purchased item with new one or to add them to present collection, and to achieve efficient sale by setting up strategy which allows this cross coordination and changing pattern occasionally. 5) Though basic jacket for 99$, short slim skirt for 49$ are products within midium-low prices range, in the material planning stage aiming at production of item that has both resonable function appealing to consumer and is fashionable, synthetic material had to be used as a main source due to price competitiveness. Despite this situation, considering comfortable sense of fit and refined drape of silhouette that has no sign of cheap material, whole collectible line was divided into two items, which contributed to reduction of cost. In case of material that is composed of triacetate and polyester in 70 to 30 ratio, was used up to 4 million yard, which allowed drastic curtailment of cost accompanied by concentration. In case of 'collectibles' line, using Korean material mainly, C company chose to have their product sewed in Southeast Asian countries where transportation is well developed and both productivity and quality verified by operating global production system which aiming at cutdown of cost through outsourcing production from the country where labor cost is low and getting finished product. Polarization between present consumers telling us that consumers with the mind of middle classes in the past no longer exists between consumers who seek after only fine article of highest quality and wise consumers who are sensible enough to judge bubble on correlation between price and quality. To cope with this change in new consumer mind, apparel makes changing their policy so as to produce item that has reasonable quality and falls within affordable price range anywhere in the world. and they're striving to get out of difficult situation by operating global marketing strategy which stresses separation of planning, production and sale and sensibility of fashion shared worldwide. The marketing strategy of C company can be exemplified as a successful one.

A Study on the Reflective Property of Trends in Fashion Shows - Focused on Three Designing Factor of the Silhouette, the Detail, the Color and the Fashion Image - (패션쇼의 트렌드 반영성(反映性)에 관(關)한 연구(硏究) - 실루엣, 디테일, 색상(色相), 패션 이미지 등(等) 4가지 디자인 요소(要素)를 중심(中心)으로 -)

  • Lee, Myung-Hee
    • Journal of Fashion Business
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    • v.3 no.4
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    • pp.147-160
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    • 1999
  • This paper is intended to compare and analyze the fashion trends that were introduced in the recent shows, held abroad and in Korea, so as to investigate how well the designers in Taegu and Kyungbuk (TK) area are keeping up with the international vogue. The research has done, analyzing Pret-a-Porter in Paris and the three events held in the TK area in 1997 -The Taegu Collection, Kyungbuk Fashion Festival and Textile & Apparel Fair and using reference pictures and documentary records. In order to investigate the trends the research is divided by four groups which are the silhouette, the detail, the color and the Fashion image and has done with the help of three postgraduate students. The results are as follows. 1. The Silhouette The slim-line has the greatest importance in the silhouette analysis of the recent collections. Like Elongated and Fit & Flare, tight-fitting and female-line were also appeared quite a lot. Compared with foreign collection, Korean collections put the bigger importance on the slim-line. 2. The Detail The printings, using paintings and plant-logos had the large portion of the accessories in both foreign and Korean collections. Draw string and wrap style were also presented a lot. Especially, at the Korean collections, layerd, corsage, and craft accent were emphasized, too. As for the necklines the similarity was found over the four events considering. Camisole neckline and halter neck were presented the most, and bared top, Vneckline, boat and low-neck which can highlight the feminity were often appeared as well. Considering collars, tailored and peaked collars which are frequently used for the jackets, were usually shown at the collections. Like convertable, shirts, wing and Italian collar, the collars that can be applied for the sports wears were presented a lot. Virtually no variation of design was found in the sleeve analysis. While set-in-sleeve and sleeveless were found commonly, not so many ornaments were added to the sleeves. The ankle and knee length for the pants and skirts were common. Furthermore, including the micro-mini, showing extremely feminine style the mini-style had the 20% portion of the skirt-length. Unbalanced lengths, using bias-cut were presented quite a lot on the runways. Deep slit skirts, wide pants and irregular hem skirts were in vogue. On the runways of Paris, more than 21% of the design was the burmuda pants. 3. The Color Red and Blue were in vogue in the four collections considering. Sometimes, yellowish was combined in Korean collections. Black and pale tone were appeared to be in fashion also with light grayish, moderate and deep tone. 4. The Fashion image As for the fashion image, feminine-decorative trend amounted to the large percentage in korean collections. At the foreign collection feminine-decorative trend and feminine trend were predominant, then mannish trend and simple trend were apeared equally. The research shows that TK area and foreign collections are fairy similar, which means that the designers in TK area have been making their efforts to satisfy the clients who have the international minds. However, compared with foreign collections, TK collections were apprered to be strongly inclined to only a few trends. Consequently the season trends are not as diverse as the foreign trends, which cannot satisfy the fashion taste of the clients in TK area. The local designers should know the tendency and the taste of the clients and make the more efforts to read local clients' mind.

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A Study on Development of Menus for Daily Intake of 25g Soybean Protein and Nutrition Analysis of Soybean Food (하루 콩단백질 25g 섭취를 위한 메뉴작성 및 영양성분 분석)

  • 한재숙;김정애;서봉순;이연정;서향순;조연숙;한경필;이신정;오옥희
    • Journal of the East Asian Society of Dietary Life
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    • v.12 no.2
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    • pp.107-122
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    • 2002
  • The purpose of this study was to develop menus for daily intake of 25g soybean protein and to analyse nutrients of these foods. Analytical values were compared to the theoretical one using the flood composition table and recommended dietary allowances for Koreans (7th revision). The results are as follows. 1. Soybean curd residue stew, Soybean curd, Kimchi saute, and hard boiled soybean and lotus root were selected for the menu for January, of which the content of soy bean protein(SBP) was 33.1g, soybean stew, soybean curd and soybean sprout saute, and Italian deep fried soybean curd were fur February, of which the content of SBP was 35.0g. The content of SBP in soybean paste soup with soybean curd, fried soybean curd and fried soybean curd roll, the menu for March, was 24.9g. That of April were soybean curd gratin with soymilk, soybean curd and ham with garlic dressing and the content of SBP was 26.3g. That of May were soybean porridge, soybean flour cake with honey (Dasik), soybean sprout soup and the content of SBP was 26.7g. That of June were soymilk, pan-fried soybean curd, steamed soybean curd with chicken and the content of SBP was 28.4g. That of July were noodle with soymilk, mapatofu, soybean curd salad and the content of SBP was 24.7g. That of August were soybean sprout with mustard dressing, Tossed green pepper with raw soybean flour, Tofu and Kimchi stew, soybean curd steak and the content of SBP was 26.2g. That of September were Chinese cabbage soup with raw soybean flour, sweet and sour tofu and the content of SBP was 23.2g. That of Oct. were Fermented soybean stew, soybean pan cake and the content of SBP was 24.3g. That of November were not-pressed soybean curd casserole, pan-fried mashed soybean curd with egg, stir frying deep-fried soybean curd with vegetables and the content of SBP was 22.4g. That of December were soybean curd and mushroom casserole, fried soybean curd and vegetables, hard boiled soybean curd and the content of SBP was 28.9g. 2. The ratio of the analytical value over theoretical value (A/B%) of one serving in kcal, carbohydrate, protein, fat ash and dietary fiber were 57.7~107.7% 42.9~131.9%, 79.2~118.3%, 54.5~ 100%, 40.7~80.8% and 42.1~113.2%, respectively.

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Studies on Cropping System for Year-Round Cultivation of Forage Crops in Gyeongnam Province (경남지방에서 조사료 주년생산 작부체계에 관한 연구)

  • Kang, Dal-Soon;Kim, Dae-Ho;Shin, Hyun-Yul;Son, Gil-Man;Rho, Chi-Woong;Kim, Jung-Gon
    • Journal of The Korean Society of Grassland and Forage Science
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    • v.29 no.2
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    • pp.137-152
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    • 2009
  • Present experiment was conducted at the field of Gyeongnam Agricultural Research and Extension Services in Jinju city for two continuous cropping seasons to develop several adaptable and valuable year-round forage-producing system for elevating self-sufficiency and dollar-saving by reduced importing of crude forage. Twenty cropping systems were tested in experiment using whole crop barley (WCB), oat, rye, Italian ryegrass (IRG), and triticale in winter season and com, sorghum, sorghum ${\times}$ sudangrass hybrid, and oat in summer time. Sorghum ${\times}$ sudangrass hybrid showed highest fresh forage yield among experimented summer season crops, and followed com. Com produced the most dry matter yield, and followed sorghum${\times}$sudangrass hybrid, sorghum and oat in order. There was no significant effect of former winter crops on fresh and dry matter production succeeding summer time crops. Among winter season forage crops tested, oat showed the highest fresh and dry matter when clipped on mid-May, and followed triticale, IRG, rye and WCB. Winter-time cultivated crops showed no clear effect on the growth and forage (fresh and dry matter) producing ability of following summer crops. There was the most protein content in oat plant among summer season planted crops, and in sorghum for acid detergent fiber (ADF) and in sorghum ${\times}$ sudangrass hybrid for neutral detergent fiber (NDF), respectively. While, com showed highest value of relative feed value (RFV) and total digestive nutrients (TDN) among those crops. Among winter crops, the highest crude protein was in oat plant showing no significant differences of ADF and NDF, while, relatively higher value of RFV was recognized with rye and triticale. Also, triticale contained more TDN as compare to other forage crops. The cropping combinations such as com followed by (fb) rye and maize fb triticale were regarded as promising systems having higher dry matter producing ability among tested combinations. Considering TDN producing potential, the combinations with sorghum ${\times}$ sudangrass hybrid fb triticale andlor rye were would be suitable ones, coincidently. There was a tendency which elevating pH, electric conductivity (EC) and organic matter (OM) contents in soil after experiment comparing to before planting. More crude protein content in plant was shown at mid-May clipping as compared to the forage at April cut in all winter season grown crops. ADF and NDF contents were increased by delayed clipping showing decreased tendency of RFV and TDN in plant. In conclusion, many cropping systems would be available using above mentioned forage crops according to farmer's conditions and scale, etc.

Palatability and Yield of Winter Annual Forage Crops under Horse Grazing System in Jeju (제주지역 말 방목체계에서 동계사료작물의 말 기호성 및 생산성)

  • Park, Nam Geon;Woo, Jae Hoon;Yoo, Ji hyun;Shin, Sang-Min;Park, Hyung Soo;Hwang, Won-Uk
    • Journal of The Korean Society of Grassland and Forage Science
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    • v.40 no.2
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    • pp.106-110
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    • 2020
  • The purpose of this study was to evaluate winter annual forage crops for yield, and horse palatability under horse grazing during the fall and spring in Jeju. The winter annual forage crops such as Italian ryegrass(IRG), rye, and oat were planted in randomized block design in October 30. The horse grazing was initiated on March 17 of the following year. At the first cutting, the dry matter yield of rye was the highest with 4,600 kg/ha compared to the IRG and oat (p<0.05). But there were no significantly different in the yield of winter annual forage crops after the second and third harvests. The total dry matter yield showed rye 12,593 kg/ha, IRG 10,941 kg/ha, and oat 9,424 kg/ha respectively. The horse intake duration of the IRG was significantly higher than the oat and rye (p<0.05). In the first grazing and the second grazing, the intake duration of the IRG was 853.2 seconds and 989.4 seconds, respectively, with oat at 147.6 seconds, and 73.0 seconds, and rye at 89.4 seconds, and 33.18 seconds. The intake duration of IRG was longer than that of oat and rye (p<0.05). The intake rate of the IRG was 60.0% in the first and 82.8% in the second, and the average intake rate was 71.4%. When considering the maintenance of pastures and the palatability of horses, the IRG is the most suitable forage crop in winter annual forage crops in Jeju.

Effects of Halogenated Compounds on in vitro Fermentation Characteristics in the Rumen and Methane Emissions (할로겐 화합물의 첨가가 반추위 발효성상과 메탄생성에 미치는 영향)

  • Hwang, Hee-Soon;Ok, Ji-Un;Lee, Shin-Ja;Chu, Gyo-Moon;Kim, Kyoung-Hoon;Oh, Young-Kyoon;Lee, Sang-Suk;Lee, Sung-Sill
    • Journal of Life Science
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    • v.22 no.9
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    • pp.1187-1193
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    • 2012
  • This study was conducted to evaluate effects of halogenated compounds on in vitro rumen fermentation characteristics and methane emissions. A fistulated Holstein cow of 650 kg body weight was used as a donor of rumen fluid. Five kinds of halogenated compounds (bromochloromethane (BCM), 2-bromoethane sulfonic acid (BES), 3-bromopropanesulfonic acid (BPS), chloroform (CLF), and pyromellitic diimide (PMDI) known to inhibit methyl-coenzyme M reductase activity were added to an in vitro fermentation incubated with rumen fluid. The microbial population including bacteria, protozoa, and fungi were enumerated, and gas production including methane and fermentation characteristics were observed in vitro. The pH values ranged from 6.25 to 6.72 in all the treatments, and these showed a similar level at 48 hr. The total gas production in the treatments showed a similar pattern with C at 48 hr, whereas methane production in the treatments was lower (p<0.05) than C. Concentrations of total volatile fatty acids (VFAs) and propionic acid were higher (p<0.05) in the treatments than in C at 12 hr. Therefore, halogenated compounds (BCM, BES, BPS, CLF, and PMDI) inhibited in vitro methane emissions by inhibiting methanogens in the rumen. Further studies on safety are needed.

The Main Contents, Comment and Future Task for the Space Laws in Korea (한국에 있어 우주법의 주요내용, 논평과 장래의 과제)

  • Kim, Doo-Hwan
    • The Korean Journal of Air & Space Law and Policy
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    • v.24 no.1
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    • pp.119-152
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    • 2009
  • Korea now has a rapidly expanding and developing space programme with exploration aspirations. The government is giving priority to the aerospace industry and, to put it on a better footing, enacted an Aerospace Industry Development Promotion Act in I987, a Space Development Promotion Act in 2005 and a Space Compensation for Damage Act in 2007. I would like to describe briefly the legislative history, main contents and comment for these three space acts including especially launch licensing, registration of space objects, use of satellite information, astronaut rescue, liability for compensation, third party liability insurance and establishment of committee and plans to assist the Korean space effort. Furthermore author proposed to legislate a new draft for the establishment of a Korean Aerospace Development Agency (KADA: tentative title) to create a similar body to Japan Aerospace Exploration Agency (JAXA), British National Space Centre (BNSC) of UK, French Centre National d'Etudes Spatiales (CNES), German Aerospace Center (DLR), Swedish Space Corporation (SSC), China Aerospace Science and Industry Corporation (CASIC), Indian Space Research Organization (ISRO) as well as the Korean Space Agency (KSA: Tentative title) to create a similar body to Canadian Space Agency, European Space Agency, Russian Space Agency, Italian Space Agency, Israel Space Agency, Indian Department of Space, National Aeronautics and Space Administration (NASA) of USA, China National Space Administration in order to develope efficiently space industry. If the Korean government will be establish the Korean Space Agency as an governmental organization in future, it is necessary to revise the contents of the Government Organization Act. It is desirable and necessary for us to establish an Asian Space Agency (ASA), in order to develop our space industry and to promote research cooperation among Asian countries, based on oriental idea and creative powers.

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Volatile Flavor Compounds in Commercial Vinegar Beverages Derived from Fruits (과일유래 시판 식초음료류의 휘발성 향기성분)

  • Jeong, Eun-Jeong;Jeon, Seon-Young;Baek, Jeong-Hwa;Cha, Yong-Jun
    • Journal of Life Science
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    • v.21 no.2
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    • pp.292-299
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    • 2011
  • This study compared volatile flavor profiles of 4 commercial vinegar beverages (Italian vinegar beverage (IVB), Japanese vinegar beverage (JVB), Japanese Yuzu-Ponz (JYP), and Korean white wine vinegar beverage (KWVB)). Flavor components of vinegar beverages (VBs) were determined using SPME/GC/MSD. The profiles of VBs were as follows; IVB (11 acids, 17 esters, 10 alcohols, 8 aldehydes, 3 terpenes, 4 aromatic hydrocarbons, 9 ketones), JVB (7 acids, 8 esters, 9 alcohols, 7 aldehydes, 13 terpenes, 7 aromatic hydrocarbons, 1 ketones, 3 miscellaneous compounds), JYP (3 acids, 12 esters, 8 alcohols, 7 aldehydes, 63 terpenes, 6 aromatic hydrocarbons, 2 ketones, 5 miscellaneous compounds), KWVB (10 acids, 10 esters, 9 alcohols, 8 aldehydes, 2 terpenes, 5 aromatic hydrocarbons, 4 ketones, 2 miscellaneous compounds). IVB and JVB showed similar flavor compositions (acids, ketones and esters in particular), whereas major components in JYP and KWVB were terpenes (79.6%) and acids (81.0%), respectively. Five compounds including 2-phenylethyl acetate (floral, fruity, sweet odor), 2-phenylethanol (floral, rose odor), vitispirane (fruity odor), geranylacetone (fragrant odor) and acetic acid were identified as major components in balsamic vinegar beverages.

Inhibitory Effort of the N-terminal GST on the Tautomerase Activity of Macrophage Migration Inhibitory Factor (GST 융합 시스템에서 나타나는 macrophage migration inhibitory factor의 tautomerase 활성 저해에 관한 연구)

  • Kim Sang-Soo;Kim Kyung-Hee;Park Hyo-Jin;Hur Eun-hye;Rhim Hyangshuk
    • Journal of Life Science
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    • v.15 no.6 s.73
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    • pp.961-967
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    • 2005
  • Macrophage migration inhibitory fartor (MIF), known as a cytokine, is a multifunctional protein that is ubiquitously expressed in a variety of cells and tissues; however, enzymatic function of MIF still remains elusive in cells. In this study, we assessed details of the tautomerase activity of MIF. We established rapid purification condition for MIF by using pGEX system and compared the L-dopachrome tautomerase activity of GST-MIF, tMIF, and MIF. The results show that GST (glutathione S-transferase)-epitope tag or N-terminal amino acids flanking the essential $P^{2}$ almost completely abrogated L-dopachrome tautomerase activity of MIF. Subsequently, to determine whether the N-terminal tags have effects on oligomerization of MIF, protein cross-linking products were analyzed on $15\%$ SDS-PACE. The result demonstrates that N-terminal tags are dispensable for the formation of MIF's homooligomers. Thus, the results imply that exposure of If containing hydrophobic pocket in the active site is critical for L-dopachrome tautomerase activity of MIF. In addition, our study suggest that the MIF's tautomerase activity might be influenced by interacting with cellular partners.

Study on the Educational Plan to Enhance Intercultural Abilities Using the Oral Folktales of Immigrants who Mov ed to Korea (이주민 구술 설화를 활용한 상호문화능력 신장의 교육 방안연구)

  • Kim, Jeong-Eun
    • Journal of Korean Classical Literature and Education
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    • no.38
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    • pp.201-238
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    • 2018
  • As a way of enhancing the intercultural ability needed for diverse cultural eras, this study focuses on the "narration" of the Italian education scholar Maddalena De Carlo in order to determine the "diverse values" created by the "symbolic representation" based on the folktales narrated by immigrants living in Korea. Through this, it specifically presents educational elements and contents that can raise relative sensitivity. The authors of this paper have connected, empathized, and communicated with people of various cultures in order to go beyond Carlo's discussion. The paper discusses the expansion of cultural sensitivity as an element of education through narrative topics using the folktales of immigrant narrators in Korea. It also recognizes the limitations of a desire for a homogeneous union within an intercultural society and thus formulates educational contents for creating a relationship with heterogeneous ideas through the elimination of communication barriers through heterogeneity and a consideration of the surface and the back. This is systemized in six steps. Step 1: Listening to oral folktales of immigrants, Step 2: Finding heterogeneous motifs imprinted in the immigrants' memories, Step 3: Understanding the meaning of the opposing qualities symbolized by heterogeneous motifs, Step 4: Creating narrative topics containing the key motifs, Step 5: Generating the value of symbolic representation as a narrative topic, and Step 6: Expanding the value of life into a cultural symbol. In Chapter 3, this study focuses on educational contents using immigrants' folktales by applying these six steps. The class contents include the recognition of the limitations of desire for a homogeneous union within an intercultural society and the consideration of how to create a relationship with heterogeneous ideas through the elimination of communication barriers through heterogeneity and consideration of the surface and the back. This paper then compares the Indonesian folktale, The Inverted Ship Mountain and the Mom's Mountain, with the world-famous Oedipus myth, to determine what the symbolic representation of these heterogeneous motifs is. In Step 6, when the symbolic system is culturally extended, the incestuous desire that appears in the "inverted ship" is interpreted as a fixation that was created when the character sought to unite with homogenous idea. The Cambodian folktale, The Girl and the Tiger, is a story that is reminiscent of the Korean folktale, The Old Man with a Lump. Through the motif in "Tiger," this paper generates a narrative topic that will enhance the students' intercultural abilities by culturally expanding their skills in how to relate with a heterogeneous being that is usually represented as an animal. The Vietnamese folktale, The Coconut Bowl, similar to the Korean folktale, GureongDeongDeong SinSeonBi, is a story that draws a variety of considerations about the surface and theback, and it shows readers how to build a relationship with a heterogeneous idea and how to develop and grow with such a relationship. Thus, if a narrative topic is generated and readers are able to empathize using an opposing feature formed by the core motif of the folktale, it becomes possible, through immigrant folklore, to construct a possibility of a new life through the formation of a relationship with an unfamiliar and heterogeneous culture.