Lights, Camera, Hallyu: The Intricacies of Diplomacy and Economics of South Korean Popular Culture
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Authors
Azmee, Fatema
Issue Date
2024
Type
Thesis
Language
Keywords
Globalization , Hallyu Wave , Korean Studies , Soft Power , South Korean Entertainment , Trade Relations
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Abstract
The meteoric rise of South Korea's entertainment industry into stardom has garnered widespread attention. This paper delves into South Korea's Hallyu Wave (Korean Wave), exploring how the country's entertainment exports, notably K-Pop and K-Dramas, have transcended regional boundaries to wield significant soft power on the international stage. By examining South Korea's global presence and economic growth from an international relations perspective and the intricate dynamics with its East Asian neighbors, this paper sheds light on the strategic expansion of country's soft power. It aims to uncover the multifaceted nature of the entertainment industry's role in South Korea's economy, politics, and in shaping perceptions and creating cultural bonds when expanding into new markets. South Korea must carefully navigate its relations with global actors and regional neighbors. The country must conscientiously balance their national security with economic interests. This is particularly evident in the challenges encountered by South Korea's entertainment industry in China during periods of strategic military engagements with the United States. South Korea has already begun to circumvent its dependence on the Chinese market by expanding its cultural reach to Southeast Asia and the Western markets. Furthermore, the country has tactically began producing halal versions of their products as an alternative option for Muslim consumers. While some of this reach is still niche in the West, Korean dramas like Kingdom and Squid Game are well-known, BTS holds sold-out stadium concerts, and the demand for Korean skincare and cosmetics has been growing.
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Creative Commons Attribution-NoDerivatives 4.0 International