, Social Bookmarking for Korean as margarine) was launched in 26th November, 2006. As you can easily imagine by its hacked domain name, it has little something to do with the The claims that it starts as a Korean-version, aspiring to be koreanized and the ultimate social bookmarking for Korean at the end of the day.


Language barrier has made Korean web sphere somewhat segregated from the rest of the world, and Korea has developed its own web world, comprised of Korean web pages, and distinct Korean web culture. Early attempts to transplant US business models back in 90’s were very successful. Hanmail (a Hotmail-clone) became Daum. Naver, a Yahoo-wannabe evolved to the predominant portal. Nate-on, a MSN Messenger me-too surpassed its original’s market share. Web 2.0-ish Korean web services, such as OhMyNews, iloveschool (Korean Facebook in 1999), Cyworld also sprang internally, even before web 2.0 fever hit the World. It is mainly due to the activeness of the Korean web surfers, who are well known to be one of the most advanced, sophisticated, participatory and demanding users of the Internet.

However, despite the participatory DNA of Korean people, when it comes down to web 2.0 services, especially the most famous one as social bookmarking, localization(or transplant) has not been very successful. As Web 2.0 started to gain attention in Korea early this year, there were attempts to implement both by gigantic portals and individuals. They were Naver Blink, Nate Mini Channel and Yet, none of them delivered significant impact on the market so far.



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