People watch a TV screen at Incheon International Airport, Friday, delivering news about North Korea's nuclear test. While the test made international headlines, sparking angry reactions from the U.S., China, Japan and several other countries, many South Koreans were unfazed. / Yonhap



By Hong Dam-young, Park Si-soo

North Korea's constant provocations seem to have made its southern neighbors brave enough to shrug off what it does, even a nuclear test.



While the world was shocked at the North's fifth nuclear test on Friday morning, the event was missing from the 10 most-searched words on South Korea's biggest Internet portal, Naver. Instead, a comedy show, entertainers and a TV drama dominated the list.

As of 1:40 p.m., "Happy Together," a popular weekly comedy show, topped the 10 most-searched words on the website. Among the nine other words were K-pop singer Jessi (2nd), wet wipes (3rd), actor Jo Jung-suk (7th) and Gain of K-pop girl band Brown Eyed Girls (10th).

Keywords related to the nuclear test began to appear on the list after 2 p.m., nearly 4.5 hours after the test hit international headlines. As of 4 p.m., they went missing from the list.

K-pop singer Jessi, pictured, and the names of celebrities and entertainment shows dominated the 10 most-searched words on South Korea's biggest Internet portal, Naver, Friday, reflecting people's increasing nonchalance to the North's provocations. / Korea Times file



"I even didn't know North Korea conducted a nuclear test," a 20-something job seeker said when contacted by The Korea Times Friday afternoon. "I don't think North Korea will attack (South Korea) with its nuclear weapon. So I don't care."

People's increasing nonchalance to the North's provocations is not something new here.

On Feb. 12, 2013, when the North carried out its third underground nuclear test, the top item searched on South Korean Internet portals was a monthly cosmetics sale by local brand Innisfree.

Meanwhile, KBS TV comedy show "Happy Together," aired Thursday night, went viral during the day because K-pop singer Jessi confessed on the show to having a "boob job."

Wet wipes have become an issue because some brands were found to have been contaminated with toxic chemicals.