Seoul Man: A Memoir of Cars, Culture, Crisis, and Unexpected Hilarity Inside a Korean Corporate Titan By Frank Ahrens Harper Business (e-book) An American in Asia – the number of books on the subject could support an entire genre. When Frank Ahrens leaves journalism to become director of public relations for Hyundai Motor, based in South Korea, he faces a steep learning curve. Unlike his wife, who is with the US Foreign Service, he’s never lived outside of America before. So we see Korea through a novice’s eyes. He’s expected to partake in vigorous corporate drinking and hiking, and to put a global face on Hyundai. But Ahrens wants to be more than a “show pony”, which is where the book diverges. There’s another book within these pages, or several, but as it stands, it is a mixed bag that would have worked better as a blog.