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Korean Wave

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Korean wave
Korean name
Hangul한류
Hanja韓流
Japanese name
Kanji韓流

The Korean wave or Korea fever[1] refers to the surge of popularity of South Korean culture around the world since the 21st century, especially among the Generation Y. While popular throughout the Asian continent, its influence is strongest in East Asia, especially dominant in China, Japan and Southeast Asia, spreading to India,[2] the Middle East,[3] Central Asia,[4] Israel,[5] Turkey[6] and Russia.[7]

The Korean wave is rapidly expanding beyond Asia and has a substantial presence in Central and South America, particularly in Mexico and Argentina,[8] and is increasingly becoming popular in the United States.[9] It is also gaining momentum in Eastern Europe and Scandinavia, led by Hungary[10] and Norway.[11] It is gathering positive interest in North Africa, attracting a sizable niche audience in Egypt.[12] Currently, the Korean wave is starting to hit the shores of the UK[13] and Australia.[14]

South Korea is one of the world's top ten cultural exporters[15] and the Korean wave began with the export of Korean TV dramas such as Autumn Fairy Tale, Winter Sonata and Dae Jang Geum (Jewel in the Palace) across East and Southeast Asia; the growing success of Korean dramas was soon matched by Korean movies, popular music, food[16] and language.[17] The term has now become an acronym referring to South Korea's growing economic power and the rise of global multinationals such as Samsung, LG and Hyundai-Kia.

It is also referred to as "Hallyu" (Korean: 한류; Hanja: 韓流; RR: Hallyu), from the Korean pronunciation. The term was coined in China in mid-1999 by Beijing journalists surprised by the fast growing popularity of South Koreans and South Korean goods in China.[18]

Explaining the phenomenon

The Korean drama

Birth of the industry

The Korean wave first began in the early 1990s with the film industry under the strict surveillance of the Korean government. Producers were only allowed to screen films approved by certain regulations. Due to censorship and restrictions, producers were limited as to what they were able to produce, giving birth to the melodrama. Such melodramas are now ubiquitous, and are commonly viewed not only in South Korea, but in much of Asia as well.

Globalization

The Korean wave is seen as a product of globaliztion and rise of capitalism in Asia.[19] Advent of giant transnational media corporations in the 1990s lead to development of media technology and simultaneous circulation of media images and texts on a global level. This proccess prepared a system for the manufacture and circulation of popular culture within Asia. This made circulation of South Korean popular culture in Asia possible, and driven by the appeal of upscale hyper-modern lifestyles that South Korean popular culture provided, the Korean Wave spread among the rising middle-class in Asia and beyond.

Asian values and Confucian themes

The success of Korean dramas, a youth-dominated market, may be attributed to attractive actors and actresses who embody a number of traits that are very familiar to regular drama viewers and popular fantasies among women. Portrayed sensitivity and depth among male characters in Korean dramas attracts many female viewers.[20]

Many Chinese scholars attribute success of the Korean Wave to Confucian themes that East Asian cultures are more familiar with, typically dealing with traditional issues such as family, love, and filial piety in an age of changing technology and values. Many disagree with this view given various reasons. It is pointed out that East Asian countries have very different cultural preferences, such as between China, a socialist market economy with rapid nuclearization of families, and Japan, a developed capitalistic economy.[21] Another reason is the total lack of Confucian themes in many successful Korean cultural products. Also, this view cannot account for the spread of the Korean wave in Mongolia, Southeast Asia and the Middle East.[22]

Filter for Western culture

Currently the word "Korea" stands for fashionable and stylish in Asia, which is largely due to South Korea's close ties with Western culture, while maintaining Asian values and themes.[23] South Korea's "soft power" therefore extends to the material and spiritual spheres. Samsung and LG's cellphones and televisions are symbols of a coveted consumerism for many Chinese. Christianity, in the evangelical form adopted by South Korea deployed throughout China, is finding Chinese converts despite Beijing's efforts to stop the spread of the religion. Unlike Japan and United States which have a poor image in Asia due to strong anti-Japanese sentiment and anti-American sentiment throughout Asia, South Korea is seen much more positively among Asians.[23] It acts as a filter for Western values, experts say, making them more palatable and consumable to Chinese and other Asians.[23]

National affluence

See also: Economy of South Korea

Another factor may well be South Korea's relative affluence within Asia, as one of the booming Four Asian Tigers during the 1960s to 1990s.[24] South Korea is indeed a developed country[25], which is greatly reflected on its dramas, movies and TV shows, giving many viewers a "Korea Dream" and an insight into the Miracle on the Han River.

As of October 2008, South Korea is the world's 13th largest economy[26][27][28] and is one of the world's top ten cultural exporters.[29] South Korea's globally expanding entertainment companies are thus able to finance shows and movies with higher production values than elsewhere in Asia and South Korean artists' performances are slickly produced, featuring spectacular special effects.

Current situation

Further development

In 2001, many critics predicted the Korean wave would soon cool down. However contrary to most expectations, the Korean wave has grown stronger since 2003.[30]

Discussion contained in Munhwa siseon, a semi-academic journal published by the Korea Culture & Tourism Policy Institute, took place in March 2005 with the postcolonialist Won Yong-jin as the chair, and six academics including Kim Hyun Mee. At the forum, Bak Jae-bok and other participants predicted that the Korean Wave would continue to surge for some time. They agreed that the traffic in Asian drama began with the liberalization of Taiwan’s drama market in the early 1990s, Japan being the main exporter at the time. Korean drama, then, entered the niche market in the late 1990s when consumption of Hong Kong and Japanese popular culture was declining.[31]

Nationalism

In the paper “Korean cultural capital’s phenomenon and cultural nationalism”, Lee Dong Yeun identifies many ominous traces of cultural nationalism within the phenomenon of the Korean Wave. He concludes his article by warning, “If the Korean Wave continues to surge, reflecting the diplomatic relations that supports a capitalist logic rather than a strengthening of the communicative power of civil society to provide the possibility of diversifying the cultural tastes of the masses, then it will have to put up a hard fight against China’s ethnocentrism and Japan’s malleable nationalism.”[32]

The 2007 fantasy-action film D-War written and directed by comedian-turned-director Shim Hyung-rae was released in South Kouth and the United States to a mixed reception; however, its domestic success was enough to warrant a Sequel. This success was widely attributed to its appeal to Korean nationalism[33], as the film is the first to depict not only oriental dragons but exclusively Korean mythical creatures, such as the Imoogi.

Cultural interest

Recent years have seen an increase in interest in the Korean language,[34] Korean cuisine[35] and Hanbok, the traditional Korean dress.

Tourism to South Korea

The success of South Korean dramas, movies, and music served as a major tourist magnet for South Korea in 2005, with tourists from countries such as Japan, China, Hong Kong, Taiwan, the Philippines, Thailand, Singapore, Malaysia, Indonesia and Vietnam.[36]

Celebrity culture

Korean male celebrities are now among the highest-paid actors outside of Hollywood.[37] According to the South Korean media, Winter Sonata star Bae Yong Joon is now charging US$5 million a film; the highest in Asia not counting Jackie Chan and Jet Li, the latter of whom received US$14 million for the Chinese film The Warlords and more for Hollywood films.[18] At least nine other Korean male stars earn more than $10 million a year.[18]

The best-selling international artists from Korea are Rain, TVXQ, and BoA; the latter due in no small part to her popularity in the J-pop market.[38] Other international stars include Shinhwa and Super Junior.

Impact by country

China

In 2006, South Korean programs on Chinese government TV networks accounted for more than all other foreign programs combined.[39]

Hong Kong

In 1999, the film Christmas in August was shown in Hong Kong. Asia Television Limited (ATV) and Cable TV Hong Kong then began showing several series of Korean dramas, laying the Hallyu's foundations.

In 2001, the film My Sassy Girl was shown and KBS drama "series" (actually a set of sub-series) Endless Love aired on TV, the first part being Autumn Fairy Tale (also known as Autumn In My Heart). The next year, ATV aired Winter Sonata, part two of the set.

Two radio stations, Commercial Radio Hong Kong and Metro Broadcast, introduced radio programmes focusing on Korean popular music and introducing the Korean wave.

In 2004, TVB aired several more series: Stairway to Heaven, Full House and Dae Jang Geum, the last of which was particularly popular. Entertainers such as Lee Young Ae, Song Hye-kyo, Bae Yong Joon and Rain began enjoying a local fan base.

Iran

After the success of the drama Dae Jang Geum in Iran,[40], Iranian national TV's Channel 2 showed a series of programs called Korean Wave introducing Korean culture, and interviewed the drama's lead actress Lee Young Ae[41]. Soon after, national TV's Channel 3 started showing another Korean drama, Emperor of the Sea denoting the popularity of Korean dramas in Iran. Avid watchers have created fansites for both dramas.[42]

Japan

The Korean Wave began in earnest in Japan after the airing of Winter Sonata on NHK, with an especially warm reception for lead actor Bae Yong Joon. Several Korean artists have also had success targeting the Japanese market, such as BoA, TVXQ, Won Bin and Choi Ji-woo. Japanese and Korean television networks have begun collaborating on TV productions, including Friends (starring Won Bin and Kyoko Fukada), and Rondo/Dance Music/Yeonmogok (2006; starring Choi Ji-woo and Yutaka Takenouchi).

However, at the same time there was also a negative reaction to this trend in the form of a manga, Hating the Korean Wave (see below).

Taiwan (Republic of China)

The Pili Satellite Television Channel was the first in Taiwan to broadcast Korean TV shows. Serial dramas were dubbed into Taiwanese and comedies were dubbed into Korean. However, the channel(established 1995) suffered from a lack of publicity on Taiwan's cable TV networks.

A larger nationwide cable TV network, Gala Television, began broadcasting Korean dramas dubbed in Mandarin, inciting the Korean Wave in earnest. Soon after, other TV networks followed the trend, and shows featured Korean cuisine, travel, culture and language. Record companies also imported Korean music.

When several networks even stopped producing their own programmes and imported Korean ones to save costs, some artists called on the Taiwanese government to limit the broadcasting of Korean and Japanese shows.

Commercial aviation links that were terminated after the 1992 split in relations between Taiwan and South Korea were reinstated in 2003. Travel agencies began promoting North Korea as a tourist destination.

Due to the 1992 split, as well the behaviour of some South Korean fans during international sporting events, the media left behind a lasting impression on the Taiwanese public and thus leading some to harbour negative feelings towards South Korea.

United States

Annual Korean Music Festival

The Korean Music Festival takes place annually (since 2003) at the Hollywood Bowl in Los Angeles and is possibly the largest Korean music festival outside South Korea.[43]

In 2007, the 5th Festival was the finale to the 2007 LA Hallyu Festival, which also included various events such as the Korean Culture Expo and the Korean Cinema Showcase at Universal Studios. The theme was We Are One and several big names performed, including Ivy, Fly to the Sky, Big Bang, Super Junior, Epik High and BoA; classical and folk musicians also performed.[44]

The 6th Festival was held on May 17 2008.[45] It was co-hosted by Ock Ju-hyun and Brian from Fly to the Sky, and again included a mix of both younger and more established stars such as SG Wannabe and TVXQ.

US debuts

Several Korean artists have or will plan to debut in the US. BoA's debut single "Eat You Up" will be distributed to 300 websites in 31 countries on 21 October 2008.[46]

Rain starred in the 2008 film Speed Racer and despite its mediocre success, will continue acting in the US, having already filmed his next project Ninja Assassin, again produced by Joel Silver and the Wachowski Brothers.[47] He has a starring role in this movie, due out 2009.

Se7en plans to release a US album; there was a preview party in Hollywood, California on May 2 2008.[citation needed] and a press conference in Los Angeles.

Rapper Will.i.am of the Black Eyed Peas has expressed his view that he "does not have a reason why Se7en and Rain can't be popular in the US".[48][49]

Vietnam

Vietnam and China are markets where the "Korean wave" has penetrated into the consumer choice and behavior of its respective citizens. The Samsung Economic Research Institute in its special report labeled progress of the "Korean wave" in Vietnam and China as in the "3rd stage", out of a potential four stages. In this stage "Made in Korea" products become increasingly popular.[50]

Counter-effects

Backlash

In 2005, there were signs of a nascent backlash against the "Korean wave", partially initiated by other Asian men who resented the "beautifying" of Korea by the media. The growing "Hallyu" wave attracted many female viewers to Korean male actors.

Vietnam's government threatened to ban the broadcast of Korean shows if they outnumbered the Vietnamese shows being broadcast on television.[51] Taiwan considered limits on the broadcast of foreign shows. China also considered boycotting or limiting the amount of Korean imports in the entertainment sector.[52]

Japanese "Hating the Korean Wave" comic book

In Japan, a comic book with a title usually translated as Hating the Korean Wave (Manga Kenkanryu (マンガ 嫌韓流, Manga Kenkanryū)) sold enough copies that a sequel was released. The book has been accused of promoting hatred and containing historical inaccuracies.[53][54][55]

References

  1. ^ http://www.chinadaily.com.cn/english/doc/2004-11/21/content_393440.htm
  2. ^ http://www.e-pao.net/epPageExtractor.asp?src=features.Korean_Cultural_Diffusion_in_Manipur.html..
  3. ^ http://www.korea.net/korea/G08_board_view.asp?board_no=162&page=
  4. ^ http://www.registan.net/index.php/2006/09/25/korean-wave-sweeps-uzbekistan/
  5. ^ http://www.filination.com/blog/2007/06/03/the-successful-korean-my-lovely-sam-soon-finally-in-israel/
  6. ^ http://newsletter.kf.or.kr/english/contents.asp?lang=English&no=634&vol=58
  7. ^ http://newsletter.kf.or.kr/english/contents.asp?lang=English&no=634&vol=58
  8. ^ http://www.korea.net/news/news/NewsView.asp?serial_no=20061127020&part=106&SearchDay=
  9. ^ http://www.rjkoehler.com/2006/02/25/korean-wave-slams-american-shores-dong-a/
  10. ^ http://www.korea.net/korea/G08_board_view.asp?board_no=157&page=5&pagesize=5
  11. ^ http://www.hancinema.net/korean-wave-laps-at-norwegian-shore-5070.html
  12. ^ http://www.korea.net/News/News/NewsView.asp?serial_no=20080507002&part=106&SearchDay=
  13. ^ www.asiahouse.org/net/documents/ah10019.pdf
  14. ^ www.arts.usyd.edu.au/departs/media/uploads/Korean%20Wave.pdf
  15. ^ http://www.koreatimes.co.kr/www/news/special/2008/05/180_23641.html
  16. ^ http://www.mysinchew.com/node/14541
  17. ^ www.kf.or.kr:8080/eng/intro/2005ar/02.pdf
  18. ^ a b c Japanese Women Catch the 'Korean Wave'
  19. ^ Cho, Hae-Joang (2005). "Reading the "Korean Wave" as a Sign of Global Shift". Korea Journal.
  20. ^ Audrey / Asian Women's Magazine - Features
  21. ^ 윤편중(2006), "한류의 문화철학과 세계화", 철학과 현실 6:54-69
  22. ^ 김성환(2007), "오래된 한류, 한류의 미래", 동양사회사상 5:87-108
  23. ^ a b c http://www.nytimes.com/2006/01/02/international/asia/02korea.html?ex=1293858000&&en=254f4cb4040b8c51&&ei=5088&&partner=rssnyt&&emc=rss
  24. ^ Digital Chosunilbo (English Edition) : Daily News in English About Korea
  25. ^ Korea, Republic of
  26. ^ "Report for Selected Countries and Subjects". IMF. 2008-04. Retrieved 2008-10-03. {{cite web}}: Check date values in: |date= (help)
  27. ^ CIA (2008-09-10). "The World Factbook". Directorate of Intelligence. Retrieved 2008-10-03.
  28. ^ "Gross domestic product 2007" (PDF). World Bank. 2008-09-10. Retrieved 2008-10-03.
  29. ^ http://www.koreatimes.co.kr/www/news/special/2008/05/180_23641.html
  30. ^ Cho Hae-Joang, Reading the “Korean Wave as a Sign of Global Shift", pg 167, Korea Journal, 2005
  31. ^ http://www.chohanlab.net/english/view.asp?idx=649&schWhat=&schStr=&Page=4 Cho Hae-Joang, Reading the “Korean Wave as a Sign of Global Shift", pg 171, Korea Journal, 2005
  32. ^ http://www.ekoreajournal.net/free_pdf/4504/8CHJ.PDF Cho Hae-Joang, Reading the “Korean Wave as a Sign of Global Shift", pg 172, Korea Journal, 2005
  33. ^ Wallace, Bruce (October 15, 2007), "In South Korea, patriotism rears its dragon-like head", Los Angeles Times
  34. ^ www.kf.or.kr:8080/eng/intro/2005ar/02.pdf
  35. ^ http://www.mysinchew.com/node/14541
  36. ^ [Report] South Korea Travel & Tourism Market Research, Trends, Analysis
  37. ^ http://www.globalgateway.org.uk/Default.aspx?page=3911
  38. ^ http://www.oricon.co.jp/news/rankmusic/41448/ (Japanese)
  39. ^ Japanese Women Catch the 'Korean Wave'
  40. ^ Set Cookies
  41. ^ Set Cookies
  42. ^ سريال امپراطور دريا
  43. ^ 2008 Korean Music Festival in Los Angeles
  44. ^ 5th Asia Song Festival Bigger Than Ever
  45. ^ Korean Music Festival 2008 at Hollywood Bowl (Los Angeles, CA) on 17 May 2008
  46. ^ KBS Entertainment News - BoA's U.S. Debut Song to be Distributed to 30 Countries
  47. ^ Rain vows to keep acting despite weak debut
  48. ^ Will.i.am: “I don’t have a reason why Se7en and Rain can’t be popular in the US”
  49. ^ [http://sports.chosun.com/news/ntype2.htm?ut=1&name=/news/entertainment/200805/20080508/85h75114.htm '블랙아이드피스' 윌아이엠, "비-세븐 美서 인기 못얻을 이유 없다" (Korean)]
  50. ^ Cho Hae-Joang, Reading the “Korean Wave as a Sign of Global Shift", pg 169, Korea Journal, 2005
  51. ^ Asia Times Online :: Korea News and Korean Business and Economy, Pyongyang News
  52. ^ Digital Chosunilbo (English Edition) : Daily News in English About Korea
  53. ^ Ugly Images of Asian Rivals Become Best Sellers in Japan - New York Times
  54. ^ Mainichi Daily News ends its partnership with MSN, takes on new Web address
  55. ^ Neighbour fails to see funny side of comic - World - Times Online

See also

External links

Look up korean wave in Wiktionary, the free dictionary.
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