Korean Pop Culture and Hallyu

Overview

• Korean pop culture is experiencing rapid global popularity.
  • Parasite: First foreign language film to win Best Picture Oscar.
  • Squid Game: Most watched Netflix show and a surprise hit costing less than AUD $30 million but expected to earn around $1.2 billion.
  • BTS: Biggest boy band in the world, with their song debuting at number one on the Billboard Hot 100.

Hallyu: The Korean Wave

• Definition: Hallyu ("wave of Korea") refers to the globalization and exportation of Korean entertainment and culture.
• Orchestration: This movement is a deliberate strategy by the Korean government.

Historical Context

• Korean War (1950-1953): Resulted in the division of Korea and shaped societal challenges.
• Dictatorship Era: Under dictator Park Chung-hee, focus was on industrialization; entertainment was neglected and censored.
• Post-Assassination: After Park's assassination in 1979, focus shifted back to cultural exports.

Influence of Hollywood

• Jurassic Park (1993): Inspired the South Korean government to invest in media production.
  • Hollywood blockbusters could generate revenue comparable to large local industries (e.g., Hyundai).

Financial Crisis and Cultural Investment

• Asian Financial Crisis (1997): South Korea accumulated debt and looked to culture for recovery.
  • President Kim Dae-jung emphasized the importance of globalizing Korean culture in his inaugural address.
• Result: Significant growth in K-pop, K-dramas, and Korean films worldwide.

Social Issues and Cultural Messaging

• Korean entertainment often addresses social issues, particularly economic equality.
• By 2019, South Korea's entertainment industry was valued at approximately $10.3 billion.
  • Netflix invested over $1 billion in original Korean content.

Soft Power and Global Influence

• Definition: Soft power refers to the ability to influence others through appeal rather than coercion.
• Government Strategy: The Korean government actively promotes soft power, using global popularity to enhance national image.
  • Example: BTS performing at the UN.
• Tourism Impact: BTS significantly contributes to South Korea's tourism; one in 13 tourists pre-pandemic visited due to BTS's influence.

Continued Growth of Hallyu

• South Korea's gaming industry is thriving, and K-beauty is expanding internationally.
• Mukbang: The phenomenon of watching people eat continues to gain global traction.
• Cautionary Note: Concern about the influence of dark themes, as seen in "Squid Game".

Personal Reflection

• Interest in Korean culture often stems from K-pop, highlighting its substantial cultural impact.