Seoul produces a specific magic dear to the westerners that discover it. As is often the case in Asia, a major role is given to interaction rituals, to exchanges, to group consideration and to hierarchies. Even if cash is on its way to disappearing, in Korean shops ten ways to give change remain. Ten actions that depend upon how you consider the brand, the person and on a set of commitment signs and of "convivialité" that Eranos documented during the Seoul stages of Pernod Ricard Group's "Convivialité Code". The goal was to develop a grammar of elementary Korean "convivialité" types, especially when eating and drinking together, in order to slim down the group's consumption acts brand expressions .