How cool is Korea in Asia? Well, in a television advertisement for Lipton ice tea that ran in Thailand in 2013, the premise is that a guy trying to impress a girl goes from loser to stud when he drinks Lipton, so much so that he suddenly starts speaking Korean ("I love you") for no reason. The ad's slogan: "Never lose your cool." Basically, Koreans are the Marlboro Men of Asia.
--Euny Hong, The Birth of Korean Cool, on the universal sign for cool