“Cy” means “relationship” in Korean and it’s what www.cyworld.com is all about. But from its customizable “Minimes”—cartoon characters made to look just like you—to your “Miniroom” that you can individualize using “acorns”— Cyworld currency that can be bought with 10 cents worth of real money—the site is a haven for self-expression.
Kimi Pasamonte, a 25-year-old grad student at Cal State Fullerton and member of Cyworld, loves the site’s creative capacities. “I had [my minime] designed during Halloween to be Red Riding Hood since that was my Halloween costume this past year,” she says.
Michael Streefland, vice president of marketing for Cyworld in the U.S., says the site’s creativity is what distinguishes it. “People take a lot more risks,” says Streefland. As a result, Cyworld is “more substantial and less bulletin board.”
Cyworld just launched in the U.S., but has been dazzling members with its brand of creative communication in South Korea since 1999. Also in Japan, China and Taiwan, Cyworld boasts 21 million members, with 100,000 members so far in the U.S. The site will soon expand to South America, Germany and Vietnam.
So is it time to cancel your MySpace membership? Not so fast. Streefland says Cyworld complements your other networks instead of replacing them. “We look at Cyworld as Facebook for your life, beyond just college. Your mom can come visit you on this site. There’s nothing to be ashamed of.”
