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1. Introduction of the Company

Since its first publication in April 1970, Samtoh has been specializing in magazines and mini series issues on a great variety of subjects. Reaching out to young generations through its businesses, Samtoh continues to help them develop a sense of responsibility and an altruistic way of thinking. Within the core of its philosophy has been encouraging the young to meet challenges of the ever evolving culture and understand values stemming from undertaking lives in togetherness with others, thereby enabling themselves to sympathize with the events and emotions arising from within the peripheries of their livelihood and assist their neighbors in times of difficulty. Samtoh’s intention, among others, is to contribute to laying a solid basis in the linguistic culture, whereby the Korean language is used in a most precise and artistic fashion in its publications, against varying elements within society detriment to the beauty and integrity of the language.


Samtoh’s management philosophy since its inception is as follows;

* Walk the path of life without deception and full of a sense of accomplishment;
* Love the Fatherland and care for what it does; and
* Be committed to every undertaking and nurture the workplace as a family environment.


2. "Samtoh," The Monthly Issue

As the longest surviving monthly magazine in Korea, as of February 2004, “Samtoh” marks its 409th issue with over 300,000 copies published on a monthly basis. Upholding its motto, “For the Happiness of Ordinary People,” “Samtoh” continues its editing focus upon playing its role in encouraging creative life and wisdoms for a better, quality life for the middle income bracket of the Korean society.
Presently, “Samtoh” plans on a variety of reports under the slogan, “A World Embracing With Warmth of the Heart.” The reports are intended to discuss the many and varying issues we come across in the path of life, inquiring into the true definition of life, while introducing the experiences of the ordinary that overcame challenges and difficulties, followed by propagating the gists of the wisdoms they discovered therewithin.


3. Mini Series

Over three decades, Samtoh has published more than 500 types of issues that include literary writings, children’s books, kindergarten texts, and application materials of diverse purposes, among other numerous fictions and essays, thereby making its part of the contribution toward enhancing and enriching the minds of the Koreans. Furthermore, by allying with Pi Cheon Deuk, Choi In Ho, Chung Chae Bong, Beop Jeong, and Sister Yi Hae In, among the authors beloved by the Korean readership, Samtoh has published writings that extend the breadth of human wisdom, emotion and beauty of life. Consequently, their productions continue to be received as bestsellers in the Korean market
Meanwhile, Samtoh has worked in conjunction with KBS, Korea’s state broadcasting company, in 2002 to offer a series of “TV Fairy Tale : The Happy World,” resulting in 1.8 million copies sold. The Series depicted small and large events arising from undertaking the course of ordinary life by the ordinary people in a fairy tale fashion, reminding the many how little emotion could work in such a large way.


4. Headquarters

Built in red bricks, Samtoh’s headquarters is located in Daehakro, Korea’s Broadway representing the ins and outs of Seoul culture. It provides a space sufficient for accommodating artists for get togethers and exchanges. Within its very vicinity is Hyehwa Station of the Subway Line Number 4, the Samtoh masterpiece is designed by the world renown architect and mastermind of 1988 Seoul Olympic Main Stadium, Kim, Soo Geun, earning its reputation as one of the finest of his works.
It provides a sense of openness from the ground to the second level, enabled by pilotis. Even aside from its visual appeal thereby, the pilotis is constructed with two layers in the inner right hand side, fully enclosed by glass walls. Moreover, the green vines crawling across the face of the red bricks bridge Samtoh’s identity closer to other cultural spaces made available on Daehakro in unity, unlike any other publishers.

5. Headquarters

Samtoh’s Blue Bird Theater is symbolic of happiness. Since October 15, 1984, the Blue Bird Theater has provided a cultural space for the young to harness their dreams and prudence, among other initiatives taken by Samtoh. Located in the underground level of the Samtoh’s headquarters, the Theater was named after Maeterlinck’s fairy tale, “Blue Bird,” and is equipped with 200 seats and state of the art lighting and acoustic facilities covering 60 yeong of space.
Over time, it has staged 50 puppet plays, 20 excursion plays, and 75 musical plays, among others. For the young, moreover, it has hosted 119 plays, 36 live concerts, and 127 poem recitations.


6. Location

Daehakro, the Cultural Boulevard.
Samtoh is located in Daehakro within the City of Seoul. Daehakro was originally named after Seoul National University, the nation’s premier institution of higher learning. Following the University’s relocation in 1985, the City of Seoul named it the “Street of Youth” and national art museums moved in, thereby starting the very attributes of a boulevard culturally and artistically. Conspicuous in Daehakro are the young whose hair is dyed in varying colors and dancing along with the hip hop music, young philosophers prophecizing for individuals’ futures based upon the Chinese logic system, lonely entertainers, friends and families outing to see the performances, and even the homeless directionless, of all ages and social strata.

Daehakro for one is known for the high rate of performances made, as it is often called Korea’s Broadway. Over 60 some performance centers, or more than half of the centers in Seoul, are located in Daehakro. Unlike the tendency for the young to get together, and for pursuing creative minds, it is not easy to discover a culture involved in over consumption or pleasure. Daehakro’s culture does not lend itself to the young alone. There are spaces and places available for 30s and above as well. For instance, foreign cuisines such as Italian, Mexican, French, and Indian, and galleries and cafes availing tea time and artistic appreciation exist. All in all, Samtoh plays the central role for the culture and arts within the heart of Daehakro.


7. History

March 1970 Incorporated
March 1970 Published the first issue of “Samtoh,” monthly magazine
April 1970 CEO Kim, Jae Soon inaugurated
June 1978 Published 100th issue of “Samtoh,” monthly magazine
May 1979 Created “Samtoh Fairy Tale Award”
June 1979 Relocated to its current Headquarters in Daehakro after construction
October 1984 Opened the Blue Bird Theater
October 1986 Published 200th issue of “Samtoh,” monthly magazine
December 1987 Sold 800,000 copies of “Thinking Fair Tale” by Chung, Chae Bong
October 1994 Sold 300,000 copies of “Flower Shovel” by Yi, Hae In
February 1995 Published 300th issue of “Samtoh,” monthly magazine
August 1995 Sold 200,000 copies of “Standing People” by Beop Jeong
May 1996 Sold 500,000 copies of “Karma” by Pi Cheon Deuk
December 1996 Opened Samtoh Bookstore
April 2000 CEO Kim, Seong Gu inaugurated
August 2000 Launched Homepage, “www.isamtoh.com”
August 2001 Jointly hosted SICAF2001, an international animation festival, in Seoul
2002 Sold 1.8 million copies of “TV Fairy Tale : The Happy World”
June 2003 Published 400th issue of “Samtoh,” monthly magazine
Present Publishing 500 types of mini series


8. Introducing Our Senior Writers

Beop Jeong
Built a hermitage on a mountain in the rear of Songgwang, a renown temple in the southern Korea, in the late 1970s, Beop Jeong practiced meditations for two decades alone. Thereafter, he has practiced poverty and non ownership in a little hut in GangwonProvince.
Revered in par with Thich Nhat Hanh and Dalai Lama, among others, Beop Jeong is most representative of Korea’s Buddhist priesthood, delivering the nature’s wisdoms and writing. His writing helps today’s readership understand and realize what it is they must know to break away from the greed and egoism. His writings were sold over a half million copies as of current.


Pi Cheon Deuk
An essay writer, a poet, and an English literary scholar. His honorific, “Gumah.” Concurrently holding professorship in the English Literature Department of Seoul National University. Expressing ordinary events in life in a detailed but simple language, his essays are adored by the many of all age groups and selected for text materials for the intermediate and secondary schools. His “Karma” is a masterpiece of the national value read by Koreans at least once over time.

Yi, Hae In
Sister of the Sisters of St. Benedicto and a poet. Took monastic vows at the age 20, she has left many and deep impressions upon the readership with her “Territory of the Mongolian Dandelion,” a collection of poems written during prayers. Demonstrating a purely spiritual world through religious meditations, Sister Yi maintains a readership of her own by writing even other than the poems.

Chung, Chae Bong
Pioneer of the “Fairy Tales for the Adults,” Jeong exercises resounding prose and meditations. As the first Korean writer, his “Bird from the Waters” and “Ohseahm” were each translated and published in Germany and France. Having walked a path of life like a fairy tale for all his life, Jeong passed away in 2001 after leaving with us the warmth of perspective and humility in caring for life.



9. Million Sellers

“Karma”
Essays authored by Pi Cheon Deuk, representing Korea’s penmanship. It is comprised of words and inquiries searching for little meanings of life in the course of ordinary life in an elegant and systemic prose. “Karma” brings out emotions through detailed speculations of ordinary life and reserved sentimentality. Eighty some pieces are included in addition to the “Karma” which would be read at least once by any Korean adult. Over a half million copies are sold inKoreaas of current.

“Standing People”
Comprised of words tailored by Beop Jeong, Korea’s premier Buddhist priest, for consoling the souls of the people failing to discover a place to reside within the world of confusion through his meditations. Suggests that it is not the external but the internal where we should seek our existence and identity, thereby enlightening us the value of the fundamentals of human existence.

“Flower Shovel”
Collection of poems written by Sister Yi, Hae In, one of the most beloved essay writers of the time by Koreans. Since its first publication in 1994, over 300,000 copies were sold to date. Overlooking the sea from the convent, she pushes to open the windows of a soul with a clear, immaculate voice about life affairs. She illustrates daily routines at the convent, the nature, prayers and meditations.

“Thinking Fairy Tale,” a 7 volume series
 Authored by Chung, Chae Bong, criticizes the egoism, individualism, and the materialism prevailing within the modern society, while illustrating humble features of the ordinary people in the author’s own ways. These short writings offer speculations and wisdoms in depth, allowing for us to benefit from the essentials and principles of life beyond the ordinary fun and emotions.

※ “TV Fairy Tale : The Happy World,” the Largest Hit in Korea in 2002

This series of “TV Fairy Tale : The Happy World” broadcasted by KBS and impressed upon the hearts of millions of viewers, was recorded the largest hit of the publication for the year 2002. Based upon its domestic platform, it went beyond the Korean market to Japan, China and Taiwan, among others, to become a global hit. Initially making its debut in a 5 minute televised program, “TV Fairy Tale : The Happy World” delivered affairs and events of the ordinary
neighbors through beautiful animations and floating narrations. Evidenced by positive viewer reactions, it was praised for the humanely emotional and cathartic quality. Likewisely, Samtoh has published what was televised.

Stories about growing up in poverty, sacrifices made by parents, and heart warming acts by the neighbors are often come across; however, the emotions this book delivers are never ordinary, because they revive the innocence and truth we lost. As such, little emotions hiding in between the events of ordinary life are sufficient to overwhelm not only the Koreans but the global readership. Yearnings for the beautiful and innocent are common beyond the boundaries and racial differences.

Illustrating the young heart, love, sharing, and hopes, “TV Fairy Tale : The Happy World” seeks to rediscover the lost innocence from within the hearts of the readers and communicate what is beautiful and happy about the world in addition to our neighbors and family. Moreover, much fun is to be had as qualified animation professionals dedicated themselves to illustrating every bit of the emotion without any reservation.

Reactions from the readership and media since its first volume publication were beyond any imagination. Ever since, it has been published to its fourth volume, recording 1.8 million copies sold as of current.
SAMTOH www.isamtoh.com
1-115. Dongsung-dong Jongno-gu, Seoul, Korea(ZIP) 110-809
Tel : 822-763-8965 Fax : 822-3672-1873