'Hallyu': story behind the rise of Korean culture and its impact on Korea

손지애 문화협력대사 "한류 통한 소프트파워 분명 존재 글로벌 중추 국가로서의 역할 통해 지속가능해"

From K-pop to TV dramas and movies, South Korea has emerged has a new cultural superpower over the past decade.
To discuss the story behind Hallyu or the Korean Wave and its impact on the nation
Our foreign affairs correspondent Bae Eun-ji met with the Ambassador for Cultural Cooperation.

What began with major hits by Korean artists, including Psy’s 2012 song "Gangnam Style" and BTS becoming the biggest boy band in the world, the "Korean wave", or Hallyu, has undoubtedly taken the world by storm.
The country's entertainment industry broke records not only in music but also in film, with the movie "Parasite" in 2019, then the Netflix show "Squid Game" in 2021.
Netflix even announced earlier this year that it will invest 2-point-5 billion U.S. dollars in South Korea over the next four years to produce Korean TV series and movies.
South Korea's Ambassador for Cultural Cooperation explains the real strength of this comes from the Korean people and its history, as well as the country's early adoption of technology.

"The history that they went through, the cultural adaptations they made and the way that they were able to express themselves through song and dance. And I think that with the combination of IT and you know YouTube and social media and the connection with their fans overseas --has really sort of allowed the Korean wave to be so strong."

As for its impact, she says South Korea has definitely, to a certain extent, been able to gain "soft power," or the ability to be able to influence others through attraction, rather than coercion or force.

"But it's very difficult to measure soft power because it's soft power. It's not a matter of dollar signs or the amount of tanks or military artillery that you have, so it is a difficult power to measure. So you know it is difficult to know how much of an effect it had, but I do think that Korea has soft power."

The Yoon administration has been seeking to expand South Korea's global presence, with the concept of a "global pivotal state" as its foreign policy vision, highlighting its commitment to play a more active role in tackling regional and global challenges.
Sohn says this idea of fulfilling its role in the global community will allow Korean culture to continue to dominate.

"I think Korea in terms of giving back to the world, to being a part of decision making that leads to a better world. Those kinds of activities by the Korean government is what will allow Korean culture to be sustainable."

She also says there are many areas in which Korean culture is becoming popular, including food, fashion, and language.

"I mean it is it is sort of swerving and it's bubbling under the surface in so many different areas. But I think it's just exciting to think about where the next big wave will come from."

Bae Eun-ji, Arirang News.

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2023-11-29, 12:00 (KST)