For some Westerners, inquiring after a new acquaintance's age could be seen as inappropriately intrusive. But to fully understand why age isn't just a number in Korean society requires understanding the lasting impact of neo-Confucianism in South Korea, an ancient ideology centred on filial piety, deference to elders and social order, which governed the country for more than 500 years throughout the Joseon Dynasty (1392-1910) and continues to dictate social norms.