Advertising, more advertising and a little bit more advertising has seen the DS Lite become a huge success story in South Korea.

If we were to ask you to create a list of mistakes that Nintendo made last generation, we would be willing to bet that advertising would rank fairly highly on your list. However, this generation has seen a turn out for the books, as Nintendo have been advertising the DS Lite and the Wii strongly in many different territories.

A 4 colour rebellion staff member recently visited Yongsan in South Korea to see how well Nintendo have been doing. Whilst visiting many stores, it became apparant that Nintendo were seeing considerable success in this territory.

One store owner claimed: "Without DS lite, we'd have virtually no income at all, and it's been this way for months. Our little market alone ['Toad Market'] moves over 200 units a day, and while we don't make any profit on the system itself, we make money off of the games. We also sell a good deal of imported Wiis on a daily basis. Nobody's really buying 360s, the PSP is as good as dead, and PS3's too expensive."

Quite extreme, and the situation has turned out to be different to what was once thought.

So, why have Nintendo seen such a huge rise in sales in this area? Retailers and the public alike were able to pinpoint three reasons: Brain Age, New Super Mario Brothers, and strong, excessive advertising. The adverts feature superstars such as Dong-gun Jang and Na-young Lee, and are apparantly shown on television multiple times a day. The people of South Korea are living and breathing Nintendo.