Anti-Hallyu in East Asia: The Cases of China, Japan, Vietnam and Indonesia

김익기,송정은,장원호 한국사회학회 2014 韓國社會學 Vol.48 No.3

Most studies related to Hallyu following its rapid spread in the last few years have focused on its contribution to the economy and the soft power of Korea. However, the negative effects are also becoming an obvious concern as its popularity is increasing. This research aims to explore the possible factors that have led to an anti-Hallyu trend and to discuss ways of decreasing anti-Hallyu effects in East Asia. To appreciate the experiences of those following Hallyu in East Asia, this research conducted Focus Group Discussions (FGD) in four capital cities-Beijing, Tokyo, Hanoi, and Jakarta. Hallyu has different meanings among the FGD participants with a different degree of embrace by the local cultures. Most FGD participants accept Hallyu as a global trend especially popular among youth in their local areas. Thus,anti-Hallyu feelings were generally caused by concerns regarding local cultural identity,especially among the local youth. Anti-Hallyu reactions in China and Japan have developed in response to political issues rather than through any negative effects of Hallyu per se. The profit-oriented promotion of Hallyu without mutual cultural understanding is another factor for the rise of anti-Hallyu feeling. Local people have felt that Hallyu could be a threat to the local pop culture industry. This research suggests improved cultural exchanges and collaboration among the pop culture industries in Asia as means to foster the hybrid culture of Hallyu and to prevent antagonism towards Hallyu.

Future of Hallyu: Hallyu 5.0

문시연 한국상품학회 2023 商品學硏究 Vol.41 No.4

After Hallyu 3.0 and Hallyu 4.0, we are now on the verge of Hallyu 5.0. It can be said that Hallyu 5.0 corresponds to the second term of the current Yoon Seok-yul government. This paper aims to analyze the origins of the Korean Wave, its history and characteristics from Hallyu 1.0 to Hallyu 5.0, and to suggest various perspectives on the Korean Wave and its future direction. The Hallyu 5.0 is the Hallyu that has yet to arrive. However, what is clear is that through its limitations and possibilities, Hallyu will become an alternative culture that complements or replaces the dominant Western culture. In other words, Hallyu will play a role in shifting the center of gravity from a male and white-centered culture to a culture centered on women and people of color. Despite the many limitations of Hallyu, such as its fandom-centeredness, monopolization by large agencies, and endless competition centered on idols, Hallyu is evolving in a positive direction. This is evidenced by a number of relevant indicators, but most importantly by the future history of the Korean Wave, which is based on positive influence. The bottom line is that the Korean Wave has gone from a phenomenon to a genre, and it is setting trends as a global cultural powerhouse. Today, when even global platforms such as You Tube and Netflix are finding it difficult to maintain their name without Hallyu content, we believe that the next stage of Hallyu should be a Hallyu based on the abstract but higher concept of humanism.

한류의 다양성과 글로벌 확산을 위한 방법론 고찰

서병문(Suh, ByungMoon) 한국문화산업학회 2012 문화산업연구 Vol.12 No.3

The purpose of the present study is to investigate the nature of ‘Hallyu(Korean Wave)’ and to propose the strategic considerations in the global market, Hallyu-phenomenon have several positive effects in political, economic, cultural, social dimension. The followings is needed to enhance Hallyu’s effects including brand image of Korea. : 1) sophisticated localization of Hallyu, 2) content development of Hallyu based on storytelling approach, 3) variety of distribution channels, 4) Uses of smart media and cloud computing, 5) policy development for sustainable Hallyu. The purpose of the present study is to investigate the nature of ‘Hallyu(Korean Wave)’ and to propose the strategic considerations in the global market, Hallyu-phenomenon have several positive effects in political, economic, cultural, social dimension. The followings is needed to enhance Hallyu’s effects including brand image of Korea. : 1) sophisticated localization of Hallyu, 2) content development of Hallyu based on storytelling approach, 3) variety of distribution channels, 4) Uses of smart media and cloud computing, 5) policy development for sustainable Hallyu.

The Korean Wave (Hallyu) in East Asia

JONGHOE YANG(양종회) 서울대학교 사회발전연구소 2012 Journal of Asian Sociology Vol.41 No.1

The major purpose of this study is to find out what factors are responsible for Hallyu, the flow and popularity of Korean popular cultural products in East Asia, and which direction Hallyu is heading for. To do this, recent structural and institutional changes in the region are examined and the 2008 EASS data analyzed. Opening up of the cultural market and development of the mass media industry, especially television, laid the ground for Hallyu in East Asia. The 2008 EASS data reveal that social proximity and two demographic variables are common factors for the rise of Hallyu in East Asia, but globalization and modernity variables had no effect on Hallyu. Females are more attracted to Korean TV dramas than males, but typical Hallyu fans are youngest in China, followed by Taiwan, and Japan the oldest. Besides these characteristics of Hallyu fans, the quality of Korean cultural products is an important factor in their success abroad. Since the second decade of the new millennium, Hallyu evolves into a new, or second, stage in which its contents, strategy, and media change considerably. Hallyu, representing a case of alternative globalization, signals a new phase in the recent history of globalization.

한류의 SWOT 분석과 한국영화의 아시아시장 확대 방안 연구

김은영(KIM Eun Young) 한국영화학회 2005 영화연구 Vol.0 No.27

Hallyu, a new tenn coined by Chinese media in 1999, means the big wave of enthusiasm for Korean pop culture that has been sweeping across Asia in last five years. It has continued to succeed through soap operas and films as well as popular music. The trend has recently had a strong impact in Japan with wild success of the popular Korean soap opera like Winter Sonata. Now, Hallyu has become more than just a passing fad. What Hallyu has done, directly or indirectly, is get people more interested in Korea and has influenced Korea's other industries as shown by the recent increase in sales in Asia Furthermore, it has become big business extending far beyond pop culture craze that first fueled it. As a matter of fact, the exporting of the Hallyu-related cultural products reached new heights last year. Film exports skyrocketed by 88.1 percent to $58.3 million in 2004 from a year ago, owing to the growing impact of Hallyu in Japan. Korean films, such as April Snow, is currently very popular. This kind of films has changed foreigners' conception and recognition of what Korean culture is. Many people say the wave will continue in many ways. Hallyu seems to be as strong as ever. However, the Korean cultural industry, a major source of Hallyu, faces hardships because of the lack of systematic market research as well as creative power. In addition, anti-Korean sentiment has recently been sensed in the countries where Hallyu has been most conspicuous. To make matters worse, Chinese government has established the regulations blocking the expansion of Hallyu in China There is no doubt Hallyu will prove short-lived unless necessary systematic and structural support is provided. Undoubtedly, Hallyu-related marketing strategies will give an opportunity to develop a larger and diverse audience for Korean films. Accordingly, the Korean film industry should study ways to further economic outcome of Hallyu to preserve overseas market. Gradually, the government began to take measures and create policies in an attempt to maintain the Hallyu phenomenon. Whether or not Hallyu is going to be around much longer, one thing is certain. Korean films need more overseas audience. In order to do so, Korean film industry should develop foreign partners, global distribution channels and marketing experts with long-term perspective, while trying hard to root healthy culture deep into foreign countries rather than focusing on economic success. If Korean films is really serious about promotion itself more overseas with Hallyu, it should not forget the real Korean Wave that brings foreign audience. In addition, Korea's one-way flow of cultural products may result in only short-term success of Hallyu. In many parts of the world there still remain significant concerns about one single global culture expanding to dominate media content. Cultural diversity is valuable and should be respectable. Still, the role of culture for protection of diversity is a matter of discussion for enjoying a harmonious inter-relationship with other cultures. Therefore, the innovative uses of Hallyu should be studied, while promoting knowledge of other cultures.

HALLYU (KOREAN CULTURE WAVE) TRENDS IN SOCIAL AND RELIGIOUS DISTRICT

Moonki Hong,Heebok Lee 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Study on Hallyu contents consumption habits according to religion was not covered as a research topic in a variety of Hallyu studies, but the acceptance of Hallyu content, of course, is a very important variable affecting the overall distribution and consumption. Therefore this study focused on literature and expert FGI in relation with the three major religions Buddhism, Islam, Catholicism and an survey research was held with Buddhism, Islam, Catholic countries such as Vietnam, Malaysia, Costa Rica, Peru, Chile. Based on this analysis, the results are discussed. As a result of analyzing the answers of the experts participated in the FGI, 3 emerging issues and 18 sub-issues were identified. 3 main issues are the diffusion state of Hayllu content, the problems in the diffusion process of Hallyu content, and the diffusion method of Hallyu content. Expert reported Buddhist countries in and around Southeast Asia is on a maturity phase and Muslim regions focused on Turkey and the Middle East is on a growth phase. In addition, Catholic region with a focus on Latin America had been understood that the introductory period has passed but somehow entered the lower level of growth than the Islamic sphere. Specially, it was confirmed by the expert interviews that our Hallyu content was mainly spread in the Buddhist countries in and around Southeast Asian region. The summary of the main results of the survey in Buddhist and Islamic countries people who experienced Hallyu content, ‘drama’ had the highest response and in Catholic countries, ‘K-Pop’ had the highest response. Secondly, the experience regarding Korean culture has shown to be ‘Korea food’ regardless of the religious sphere. The contacting channels of Hallyu content were through the free internet services such as youtube, P2P and etc. regardless of the religious sphere. Genre preference in Buddhist countries chose ‘Entertainment’, Islamic countries ‘drama’, Catholic countries ‘K-Pop’ as their favorites. The most preferred Korean drama genre showed to be ‘melodrama’ regardless of the religious sphere and ‘limited amount of contents’, ‘inconvenient content transfer process’ showed to be the highest response to the inconvenience using the contents. Results of examining the impact of the contents on religious image of Korea, it is recognized as a positive impact regardless of the religious sphere. Results of examining the impact of Hallyu content on religious life, neutral response such as it has nothing to do with religion was the highest. This shows the Korean Culture & Content does not help, nor disturb the religious life. Interest in the Korea Culture and the craze in the popular culture throughout China, Japan, South East Asia, and the spread of Korean drama, movies, and K-Pop through Europe and South America is cultural phenomenon that is increasing. Based on this, by covering areas such as fine arts, celebrity, tourism and etc. it is expanding gradually from culture Hallyu to economy Hallyu. However, focusing on the short term economic performance on the traditional Hallyu can’t avoid the criticism. It will be able to provide new country image and brand management focusing also on social, cultural and religious values besides the economic benefits. In particular, by analyzing the consumption based on the religion it is possible to derive sustainable growth and development of Hallyu as a cultural content, and in terms of culture communication Hallyu consumer analysis and response as strategic, politic planning. Through this study, if an in-depth study of strategic subject and action plans research is followed, policy utilization value can be even greater.

Anti-Hallyu in East Asia

Ik ki Kim,Jung Eun Song,Wonho Jang 한국사회학회 2014 韓國社會學 Vol.48 No.3

Most studies related to Hallyu following its rapid spread in the last few years have focused on its contribution to the economy and the soft power of Korea. However, the negative effects are also becoming an obvious concern as its popularity is increasing. This research aims to explore the possible factors that have led to an anti-Hallyu trend and to discuss ways of decreasing anti-Hallyu effects in East Asia. To appreciate the experiences of those following Hallyu in East Asia, this research conducted Focus Group Discussions (FGD) in four capital cities-Beijing, Tokyo, Hanoi, and Jakarta. Hallyu has different meanings among the FGD participants with a different degree of embrace by the local cultures. Most FGD participants accept Hallyu as a global trend especially popular among youth in their local areas. Thus, anti-Hallyu feelings were generally caused by concerns regarding local cultural identity, especially among the local youth. Anti-Hallyu reactions in China and Japan have developed in response to political issues rather than through any negative effects of Hallyu per se. The profit-oriented promotion of Hallyu without mutual cultural understanding is another factor for the rise of anti-Hallyu feeling. Local people have felt that Hallyu could be a threat to the local pop culture industry. This research suggests improved cultural exchanges and collaboration among the pop culture industries in Asia as means to foster the hybrid culture of Hallyu and to prevent antagonism towards Hallyu.

가상가치평가법을 활용한 한류 및 한류스타의 경제적 가치 평가: 베트남 한류 수용자를 중심으로

이종주 (사)한국관광레저학회 2023 관광레저연구 Vol.35 No.1

Due to Hallyu and Hallyu stars, Hallyu recipients' interest in Korean culture and tourism is increasing. Hallyu stars greatly contribute to the acceptance of Hallyu but are not the same as Hallyu itself. This study used the CVM(Contingent Valuation Method) to analyze the economic value of Hallyu and Hallyu stars and the factors that affect it. The results show that the willingness to pay(WTP) for Hallyu-related experiences or tours increases with age and the WTP for Hallyu and Hallyu stars-related experiences or tours tends to decrease as the cost of the experience or tour increases. Additionally, the willingness to pay for Hallyu star-related experiences or tours is found to be higher than for Hallyu-related experiences or tours. These findings can be used to develop marketing strategies that are more appealing to consumers interested in Hallyu and Hallyu star

A Study on Hallyu Tourism Revitalization Model: Focusing on the Case of Jeju Island

김다혜,서용건 한국상품학회 2023 商品學硏究 Vol.41 No.4

The purpose of this study is to analyze the government and local government's support policies for Hallyu tourism, identify the current status of Hallyu tourism in Jeju-do, and propose measures to revitalize Hallyu in Jeju-do. In order to achieve this purpose, the concept of Hallyu and Hallyu tourism was organized and previous research was reviewed. In addition, the government and local governments' support policies related to Hallyu tourism were investigated. In addition, we looked at Hallyu tourist spots related to dramas and movies in Jeju-do before and after COVID-19. In addition, as a music-related Hallyu tourist destination, Nanta Hall and a course proposed as a Hallyu-themed tourist attraction course by the Korea Tourism Organization in 2023 were examined. From this, as a plan to revitalize the current Hallyu tourism industry in Jeju-do, firstly securing the sustainability of drama and movie filming locations, secondly pursuing experiential Hallyu tourism facilities and diversity of facilities, and finally developing Hallyu tourism products and securing active promotion channels. These research results are expected to provide policy and practical implications for revitalizing Hallyu tourism in Jeju-do in the future.

신(新) 한류 문화콘텐츠와 경제한류가 한국에 대한 정서적 이미지와 태도 및 방문의도에 미치는 영향

천덕희(Cheon Deok Hee) 대한관광경영학회 2017 觀光硏究 Vol.32 No.5

본 연구는 2000년대 후반부터 촉발된 신 한류의 문화콘텐츠를 영화나 드라마, 가요 등 대중문화 외에도 한국의 전통문화를 포함시켜 이러한 요인들이 한국에 대한 정서적 이미지와 태도 및 방문의도에 미치는 영향을 분석하고자 하였다. 또한 문화한류의 성과로만 연구되어 오던 경제적 효과를 경제한류로 규정짓고, 경제한류가 한국에 대한 정서적 이미지와 태도 및 방문의도에 미치는 영향을 실증적으로 분석하고자 하였다. 실증분석을 위해 중국인 대학생들을 대상으로 설문조사를 실시하여 총 249부의 설문지를 분석에 활용하였다. 요인분석 결과 신 한류 문화콘텐츠와 경제한류는 영상문화, 가요문화, 전통문화, 경제한류로 구분되었고, 정서적 이미지, 정서적 태도, 방문의도는 단일차원으로 분석되었다. 가설검증결과 영상문화, 가요문화, 전통문화의 신 한류 문화콘텐츠와 경제한류는 한국에 대한 정서적 이미지에 유의한 영향을 미치고, 정서적 이미지는 정서적 태도와 방문의도에 유의한 영향을 미치는 것으로 분석되었다. 또한 정서적 태도는 방문의도에 유의한 영향을 미치는 것으로 연구되었다. 본 연구의 의의는 대중문화로 국한되어 연구되어 오던 한류 문화콘텐츠에 한국의 전통문화를 추가시켜 한국에 대한 정서적 이미지와 태도 및 방문의도에 미치는 영향을 밝혀냈고, 문화한류의 성과로만 연구되어오던 경제적 효과를 문화한류와는 별도의 경제한류로 규정짓고, 경제한류가 한국에 대한 정서적 이미지와 태도 및 방문의도에 유의한 영향을 미치는 요인임을 밝혀냈다. The purpose of this study is to investigate the effects of the new Hallyu cultural contents and the business hallyu on the emotional image, emotional attitude and visit intention of Korea. New Hallyu cultural contents include traditional culture in addition to Korean media culture and pop culture used in the existing Hallyu researches. For the empirical analysis, a questionnaire survey was conducted for university students living in China, and a total of 249 questionnaires were used for analysis. As a result of factor analysis, new Hallyu cultural contents and Business Hallyu were classified into media culture, pop culture, traditional culture and Business Hallyu. Emotional image, emotional attitude and visit intention were analyzed in a single dimension. As a result of the hypothesis test, it was analyzed that the emotional images were influenced positively by media culture, pop culture, traditional culture and business Hallyu. Image and emotional attitude were also found to have a significant effect on the visit intention. The significance of this study was to investigate the effects of Korean traditional culture on emotional image, emotional attitude and visit intention by adding Korean traditional culture to new Hallyu culture contents. And the economic effects of Hallyu are defined as business Hallyu, and businee hallyu has a significant influence on enotional image, emotional attitude and visit intention.