Sel-ca is a Korean phenomenon that entails taking your own photo with your phone or digital camera.

The term means “self-camera” and was coined by young Koreans who can commonly be seen doing sel-ca while walking down the street, taking the subway, or eating at restaurants that install special bright lighting for better photo taking.

This is Miss Korea 2006, Honey Lee in a new advertisement for a Korean phone company, doing the sel-ca (actually pronounced sell-cah) thang.

Honey, whose Korean name is actually Lee Ha-nui (이하늬) was also the 3rd runner up in the recent 2007 Miss Universe pageant.

The indomitable PopSeoul has provided several guides to sel-ca, including a sel-ca 101 starters course, how to take vacation sel-ca pics, and the do’s and don’ts of sel-ca.

Here is the making of the sel-ca commercial with Honey Lee.

*Warning: viewing too many sel-ca photos may induce vomiting