A Flight Crash in Korea and Wildfires in Los Angeles Test Our Cultural Impulses
One tragedy spurred collective mourning, the other a fragmented response—why?
Last week, I was about to share an article my cofounder, Jenny Abamu, wrote about AI influencers. It was going to be an exciting topic; we had spent hours discussing it. Jenny had interviewed an anthropologist to make sense of this phenomenon, and it was also timely because last week Meta attempted to release its own AI profiles, which met huge backlash.
But as my finger hovered over the “share” button, I paused. Twenty miles from my home, wildfires were tearing through Los Angeles. Moonshadows, my refuge for midnight indulges from my college days was burning down. Friends were evacuating. Neighbors of close friends had houses in flames. Sharing a fascinating phenomenon in technology seemed insensitive, morally wrong, and out of touch with the physical world I inhabited.
But clearly, across the country, that wasn’t the case. Some parts of the country were tuned in, while others were completely tuned out—much of this difference relates to America’s individualistic culture.
In times of tragedy, our cultural values tend to surface—revealing starkly different ways people and societies respond to crises. As someone with Korean heritage who grew up in the United States, I’ve found myself torn between collectivist and individualist values that often leave me conflicted about my own responses to terrible world events. Disasters illuminate the power of empathy, the challenges of cultural expectations, and the responsibility we have—whether as individuals or organizations—to respond in ways that reflect genuine care. There’s a lot different cultures could learn from each other about how to do that well.
A Plane Crash in South Korea
About two weeks ago, South Korea faced an air disaster that killed 179 of the 181 passengers on board. My immigrant parents are from the very province where the crash occurred, so while I was far away geographically, the tragedy felt personally devastating. The local media in Korea painted poignant portraits of the victims: nine relatives from a single family, and other heartbreaking stories that instantly shattered any emotional distance.
Collectivist Culture in Action
South Korea declared a week of national mourning, or guk ga ae do gi gan—a rare move that symbolized how deeply the country values unity in grief. While there are no rigid guidelines for what this entails, almost overnight, celebrities stopped posting on social media, award shows were canceled, and everyday life was collectively put on hold.
Even living in the U.S., the push-and-pull of my bicultural identity left me feeling compelled to pause my everyday routine—out of solidarity, out of cultural expectation, and out of genuine heartbreak. And yet, no one here would have faulted me if I had continued posting on social media or attending business meetings.
A Different Response to the LA Fires
When the LA fires started, I noticed something different in the response. In LA, the flames could not be ignored; nature spared no one. From historically rich and diverse Altadena to affluent Pacific Palisades, communities of every background saw homes damaged or destroyed.
But for Americans in other regions or states who were more distant, life went on. This gap—between those who had to face the chaos firsthand and those who could watch from a comfortable distance—highlighted a different kind of privilege: the privilege to remain emotionally uninvested.
This follows many tragedies in America; our distance from the event seems to remove our obligation to collectively mourn.
Navigating What’s “Appropriate”
These dual disasters—Korea’s plane crash and L.A.’s wildfires—sparked the same question in my mind: What is the right way to respond? Do I pause my life only if a disaster is in my own backyard? Or do I also share in the tragedy when it’s halfway around the world but resonates with my cultural or emotional ties?
The answer isn’t always straightforward. Depending on your cultural background and physical proximity to the event, societal expectations may vary.
TikTok faced backlash for telling L.A. employees impacted by the fires to use personal or sick leave if they couldn’t work while dealing with power outages and evacuations—a move widely criticized as insensitive.
Kim Kardashian promoted her SKIMS line during the wildfires, inviting accusations of being tone-deaf, especially since her brand is so closely tied to Los Angeles.
Contrast these actions with:
Jason Oppenheim, the Selling Sunset real estate mogul, who publicly condemned landlords for raising rents on displaced families and used his platform to find them temporary housing. It was “on-brand” with the caring, hands-on persona he’s cultivated, and it earned him even more trust from his audience.
But these are all California-based groups, and the backlash has mostly been limited to companies tied to the region. So far, there have not been any national moments of silence.
Individualism vs. Collectivism—Which Is Better?
It’s not that one approach is inherently superior. Collectivist societies like South Korea tend to unify in times of crisis, creating space for collective grief, which can foster deep solidarity but also lead to societal pressure to participate in mourning. Individualist cultures such as the U.S. promote personal freedom, leaving room for some people to continue business as usual while others respond with empathy—resulting in more scattered, uneven acknowledgments of tragedy.
So What?
Cultural intelligence is about understanding how these values interplay, not about picking one side. Both collectivist and individualist responses can be valid, shaped by the unique cultural layers that inform values and behaviors.
But in today’s interconnected world, businesses must appeal to both collectivist and individualist values. Customers and employees are global, and cultural awareness is no longer optional—it’s essential.
Acknowledge and Pause: Don’t rush past pain. Simply acknowledge others’ pain—“I see you; I can’t imagine what you’re going through”—and offer support—“Let me know how I can help.” These steps can build trust and loyalty.
Train for Empathy: Equip teams with the skills to navigate cultural nuances and respond authentically to diverse needs.
Leverage Platforms Thoughtfully: Use your voice to amplify awareness without exploiting suffering. Communicate with authenticity and avoid actions that may seem opportunistic or tone-deaf.
These simple acts transcend cultural divides, creating space for connection and humanity.
You’re more Culturally Intelligent because you recognize that our responses to tragedy are shaped both by cultural frameworks—whether individualist or collectivist—and by how close or distant we feel to an event. This understanding shows that empathy is never a one-size-fits-all but must be adapted to the context and the people most impacted.
Save Money on Your Subscription?
Refer three friends and get one month for free.
Or, help us grow and gift a subscription to a friend.
Follow us on Instagram and LinkedIn: Connect with us for regular updates, behind-the-scenes snippets, and all the global savvy you crave.