Hallyu : The Korean Soft Power

Korean's Soft Power

Hallyu's world impact : How South Korea uses its influence to conquer the world ?

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1) The Pillars of Korean Soft Power

K-pop

Other components

K-drams K-movies

Main component of the Hallyu

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Korean food also gained a lot of popularity Tteokbokki and kimchi

Films recognized internationally such as "Parasite" Netflix's "Squid Game"

BTS and many other bands SM Entertainment Support from the government

Korea 12th in global soft power ranking in 2022

Developped because promoted by the Korean government

Appealing because it mixes Western influences to traditional culture

Exports of K-content $13.5 billion in 2021

2) The development of Hallyu

Evolution of cultural policies

Transition : past dominated by censorship + gvt control --> greater creative freedom Evolution of cultural policies Performance review board (19070's-1980's) Liberalization : 1990's Supportive government policies (screen quotas for domestic films)

Hallyu and the exercise of Power

2021 : BTS's participation at the UN General Assembly "Special Presidential Envoys for Future Generations and Culture" Promotes a positive image of South Korea abroad Moon Jae-in administration Instrumentalization of the K wave

Summary

1970's : SK under an authoritarian regime (censorship) 1980's : Democratization mvts 1990's : Cultural liberalization (media offering alternatives) Distribution dominated by conglomerates (monopoly)

3) Challenges and limits of the Korean Soft Power

Hallyu and Korea-Japan relations

90% of positive view in : Vietnam, Turkey, Phillipines and Thaïland Only 35% positive view in Japan Importance of Korean exports to Japan Diplomatic conflicts and hsitorical disputes Hallyu does not replace traditional forms of international cooperation Stagnation ?

Taken on Aug. 22, 2011, the photo shows right-wing activists staging a rally to denounce Japan's Fuji TV for airing Korean entertainment shows and dramas

Assests and weaknesses

Alongside the Hallyu : growing economic dvp, democratization, rise of digital technology Inviting celebrities to diplomatic events Small power compared to China and Japan ? Inauthentic culture ? Rarely attached to a specific foreign policy objective

On May 31rst 2022, BTS arrived in Washington, D.C., to take a trip to the White House. The cause of this trip was an invitation from President Joseph Biden, who wanted BTS to discuss and share a few words with the White House press about the rising anti-Asian hate crimes in the country

Conclusion

Main pillars : - K-pop - K-dramas - Korean food - Korean films and TV shows Importance of the government and it culrual policies Difficulties and obstacles - Long-term sustainability of its popularity - Growing competition Still draw millions of fans worldwide Promotes cross-cultural interactions Fortifies international cooperation

10-step skincare routine

Seoul and K-fashion

Sharing the "Banchan"

BTS's worldwide influence

They gave a speech at the Wihte House in 2022, for a press conference and meeting with Joe Biden They also appeared at the United Nations General Assembly in 2018 calling on leaders to "hear the voices of 1.8 million young people" around the world

Korean TV shows and cinema

2019: Netflix's released the movie Parasite It won 4 Oscars The Kdrama Squid Game was a worldwide success Worth over $900 million Over 111 million viewers worldwide