🇰🇷 "Ppalli Ppalli": The culture of speed in Korea
If you spend even a few days in Korea, you will hear it everywhere:
"빨리 빨리!" (Ppalli Ppalli!)
It literally means "quickly, quickly." But culturally, it means much more.
1. What is "Ppalli Ppalli"?
"Ppalli" means fast in Korean. Saying it twice emphasizes urgency. Over time, it became shorthand for a cultural mindset: do it fast, move quickly, don't waste time.
Speed is especially valued in the service industry. Food arrives quickly. Deliveries come the same day. Public services move efficiently.
Fun fact: Korea's country code is +82. In Korean pronunciation, 8 is "pal" and 2 is "i", which sounds a bit like "pal-i" (ppalli). It's not the origin of the term, but many Koreans enjoy the coincidence.
2. Where did it come from?
Some Korean linguists suggest that "ppalli ppalli" culture may be linked to Korea's strong tendency toward uncertainty avoidance — the desire to reduce ambiguity and instability as quickly as possible.
Historically, the Korean peninsula experienced frequent invasions and instability. Later, during the rapid industrialization of the 1960s and 70s, speed became a national priority. Light industry and heavy chemical industries grew rapidly, and both the government and citizens embraced efficiency and acceleration.
Speed wasn't just a preference. It became a survival strategy, and eventually, a competitive advantage.
3. Everyday "Ppalli Ppalli" moments
What Serin notices
- Pressing the elevator "close" button repeatedly until the door fully shuts
- Honking if the car in front doesn't move within one second after the light turns green
- Standing up and opening overhead bins before the airplane has fully landed
What Florian notices
- The bus driver departing immediately the moment the doors close
- Delivery drivers sometimes bending traffic rules to deliver faster
- Switching supermarket lines constantly to find the one that moves fastest
Shared on our Discord community
- Customers shouting their order before even sitting down
- Passports or visas being issued surprisingly fast
- These are small things, but together, they paint a picture.
4. The advantages of "Ppalli Ppalli"
There's a reason many foreigners are impressed by Korea's speed.
- 🚇 Public transportation runs precisely and reliably
- 🍜 Food and delivery services are incredibly fast
- 🏢 Administrative processes (banking, visas, paperwork) can be highly efficient
In industries with short life cycles, like food service or consumer tech, speed itself becomes part of the value proposition.
5. The downsides
However, speed can also come at a cost.
- People who work quickly, even if slightly inaccurate, may be perceived as more competent
- This mindset can contribute to safety negligence or rushed construction
- Those who cannot move quickly (children, elderly, or simply people with different working styles) may feel left behind
- Mistakes or failures may be seen as "wasted time" rather than learning opportunities
When speed becomes the primary measure of performance, quality and reflection may suffer.
6. Conclusion: Speed vs. quality in the AI era
Korea's "ppalli ppalli" culture has undeniably fueled economic growth and industrial success.
In fast-moving service industries, speed can be attractive and efficient. But in industries where craftsmanship, safety, or long-term reliability matter, an excessive focus on speed may reduce overall quality.
In today's IT world, especially with AI accelerating software development cycles, the temptation to move faster than ever is strong. Yet differentiation increasingly comes not just from speed, but from quality, depth, and thoughtful execution.
Perhaps the future isn't about choosing between speed and quality.
It's about knowing when to move fast, and when to slow down.