What we can learn from the Korean Wave
South Korean media’s hold on global audiences shows no signs of letting up any time soon. Leading from the front are of course the Bulletproof Boy Scouts aka BTS, but years before their global takeover, a rapper from Seoul gave us Gangnam Style. PSY’s 2012 single served as an initiation into the Korean ability to create pop culture history. With 9 million YouTube views a day, it went viral within…
The Korean Wave, also known as Hallyu, has shown no signs of abating in global audiences. The forebearers of this phenomenon include the rap group BTS, and even before their international success, South Korean rapper PSY's 2012 hit "Gangnam Style" initiated the wave. The video's viral success led to its iconic dance being performed by various individuals, including presidents and at the United Nations, where it was hailed as a "force for world peace."
Korean dramas, which focus on emotionally vulnerable characters and evoke strong emotional responses, have also gained popularity, albeit initially considered niche content. However, the internationally acclaimed film "Parasite" winning Cannes' Palme d'Or and four Oscars in 2020, and the Netflix series "Squid Game" claiming six Emmys and a Golden Globe, marked significant milestones in the Korean Wave's expansion.
The love for K-pop, kimchi, and K-dramas is not a fleeting trend but rather a result of 30 years of strategic planning and policy decisions rooted in past crises. The Korean Wave originated in 1993, coinciding with the release of the blockbuster film "Jurassic Park," which earned $851 million, a figure equivalent to 1.5 million Hyundai cars at that time.
Recognizing the potential, South Korean policymakers formed the Ministry of Culture to promote economic diversification and boost national pride. Today, South Korea boasts the 4th largest Asian economy and a $14 billion industry encompassing television, film, music, beauty, food, and tourism. However, despite the country's economic growth, traditional gender roles and societal expectations, particularly for women, persist.
The article highlights how government interventions have aimed to address the challenges faced by women, including subsidised health and childcare, high-speed trains, and even speed dating. Despite these measures, marriage rates have continued to decline, with rising average ages at marriage and a fertility rate of 0.8 births per woman, highlighting the need for further support and change in societal norms.
Written by urgent.news from Business Recorder's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
