Re Oriented in Sao Paulo takes a light-hearted look at the complexities of immigration and cultural integration. To be Re Oriented in Sao Paulo, for the Korean community portrayed in this video, signifies re-adaptation and cultural transformation. The narrative is told whimsically, through the perspective of a Korean-style Hot Dog walking through Bom Retiro, a Korean neighbourhood. In its journey, the hot dog encounters, and interacts with locals, revealing the diversity of characters that live and work together in this area.
The title, Re-Oriented in Sao Paulo, plays with the double interpretation of the root word, Orient. The first meaning suggests the Orient or Oriental a generalized term used to describe people of Asian descent, and interpreted in Orientalism by Edward Said. The second meaning of the verb to Orient, hence to Re-Orient, suggests the process of integration for many immigrants arriving to a new cultural context in a new geography. To be Re Oriented in Sao Paulo for the Korean community portrayed in this video signifies re-adaptation as well as the act of changing one’s own culture by introducing a new culture.