Super cool biz

The Seoul Metropolitan Government has launched a “cool biz campaign” that allows employees to wear light clothing in the office over summer. In particular, shorts and sandals will be allowed on peak summer days from next month through August except for civil service departments. The city also plans a cool biz fashion show under the theme “Seoul Takes Off Its Clothes First” at RTO Hall in Seoul Station June 5 on the occasion of Environment Day. Seoul Mayor Park Won-soon will be one of the models at the event.

The terms “cool biz” and “super cool biz” are from Japan. In 2005, then Japanese Prime Minister Junichiro Koizumi proposed to Environment Minister Yuriko Koike an idea to save energy consumed by air conditioning by wearing light clothing. Koike launched a campaign to not wear a suit jacket and tie to keep the office temperature under 28 degrees Celsius. The Environment Ministry selected the name “cool biz” for the campaign in a competition.

The Japanese Environment Ministry has launched an even stricter campaign named “super cool biz” in the expectation of its worst energy shortage this year in the wake of last year’s massive earthquake. Before the quake, just ties and jackets were on the banned list but Polo shirts and blue jeans have been added. Not to mention running shoes, even sandals are permitted on condition that they are put on in the office. One municipal government allowed its employees to come to the office in shorts and sandals.

The Seoul city government`s decision is part of an effort to cut energy equivalent to that produced by a nuclear plant. Mayor Park aims at cutting energy use by as much that produced by Yeonggwang Plant No. 5 by encouraging conservation and solar power by 2014. Though the central government did not use the term “cool biz,” it has encouraged no ties and jackets since 1996. Critics say, however, that the “super cool biz” campaign has gone overboard. Imagine Mayor Park going to work in shorts and sandals to show the dark hair on his legs. Another controversial moment occurred when Cecile Duflot, leader of the French political party Europe Ecology--The Greens and housing minister under newly elected President Francois Hollande, attended a Cabinet meeting in blue jeans. A compromise is needed between convenience and etiquette in civil servant attire.

Editorial Writer Song Pyeong-in (pisong@donga.com)