A World of Regions: Asia and Europe in the American Imperium

In recent years, there has been an influx of Korean popular culture throughout the world, including East Asia, Southeast Asia, Europe, and the Americas. Korean popular culture, also known as the “Korean Wave” (Hallyu in Korean) ranges from television dramas, movies, popular music (K-pop), dance (B-boys), video game, food, fashion, tourism, and language (Hangul). The main focus of this paper is to examine the essence of the Korean Wave and its impact on the world. In particular, this paper aims to explore the relationships between the spread of the Korean Wave and political and social changes in a global perspective. That is, does the Korean Wave affect the political position and diplomatic leverage of Korea in any meaningful way? Toward this objective, this paper first examines the relevant literature of international relations for policy and culture change, especially with regards to globalization, interdependence, soft power and world value change. Then, recent developments of the Korean Wave are reviewed and critically analyzed in order to ascertain political and policy implications for Korean diplomatic and practical directives. Finally, we will draw an interpretive conclusion and recommendations toward the plausibility of the Korean Wave as a policy tool for Korea’s cultural diplomacy.

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Korean wave as tool for Korea's new cultural diplomacy

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Tourism Promotion And Power Creating Images Creating Identities

Korean Dramas and Films: Key Factors for Their International Competitiveness

Purpose



– The purpose of this paper is to outline a framework for marketing cultural goods (e.g. music) to global markets by examining modes of entry and positioning strategies used by media producers of the South Korean music industry. 




Design/methodology/approach



– An historic analysis was implemented to investigate the modalities and structures through which cultural products are produced and disseminated. Data for this study came from 314 articles collected from www.allkpop.com, a leading English-language, South Korean popular culture news site. 




Findings



– The cultural technology framework consists of the institutionalization of cultural technology, exportation of cultural content, collaborations with local talent, and joint ventures with local markets. 




Research limitations/implications



– The findings emerge from an analysis of South Korean popular music industries, and further research is needed to generalize the results across cultural industries. 




Practical implications



– The cultural technology framework can be applied to cultural industries such as music, film, comics, and art, where culture and language could be barriers to adoption. 




Originality/value



– This study outlines a framework for the modes of entry and positioning strategies of cultural goods (e.g. music) in international markets. Extant literature has examined global marketing from the purview of durable consumer goods and brands, with limited insights into cultural products. More broadly, this paper addresses the call for more qualitative inquiry into international marketing topics.

Cultural technology: A framework for marketing cultural exports – analysis of Hallyu (the Korean wave)

This paper discusses how hallyu—the recent influx of Korean popular culture in Taiwan—has transformed the image of South Korea among the people of Taiwan. South Korea and Taiwan share a similar historical past. Nevertheless, the Taiwanese did not have a positive image of South Korea after 1992, when South Korea broke off diplomatic relations with Taiwan in order to establish diplomatic relations with mainland China. This work is based on ethnographic research done in Taiwan and South Korea from 2001–2003 and 2007–2009. It explores how hallyu has contributed to the rebuilding of the image of South Korea in Taiwan. It discusses Taiwanese perceptions of this image and the role of the South Korean government in improving it. It focuses on how a once-held negative image of South Korea has been transformed. The hallyu boom inspired many Taiwanese to remark on the influence of South Korean dramas and pop music in renewing their relationship with South Korea. It has provided an opportunity for Taiwan and South Korea to build positive relationships after the break-up of their diplomatic relations. Through hallyu, South Korea became a country that Taiwanese want to emulate, a model nation for Taiwan today.

Constructing a New Image. Hallyu in Taiwan

The rapid spread of popular culture within East Asia has motivated the government of each nation to promote its national image to attract tourists. This dynamic cultural exchange has not only brought these nations closer to each other, but has heightened competition in projecting new national identities through visual images projected through promotional tourism videos. This paper elaborates how Taiwan and South Korea are using regionally popular celebrities to foster local identity configurations that simultaneously reach out beyond national borders and revise longstanding ideas about the nature of their populations. Through interviews with the Korean Tourism Organization (KTO) of South Korea and the Tourism Bureau in the Ministry of Transportation and Communications of the Republic of China and analysis of cultural promotional videos such as Trip to the Heartwarming Country of Korea (released in 2010 in South Korea), Haru (released in 2011 in South Korea) and Taiwan Touch Your Heart (released in 2009 in Taiwan), I demonstrate that, through visual imagery in fashioning cultural ideals to be projected in tourist markets, Korea and Taiwan are trying to reconstruct and rebrand their national images to promote their interests. Both governments make marketing via the Korean wave a crucial part of their appeal for cultural tourism. By featuring regionally popular local celebrities, they are following strategies to promote their international standing through the dissemination of newly rearticulated national images. South Korea emphasises the quality and appeal of its popular culture, while Taiwan emphasises the openness and enthusiasm of Taiwanese towards popular foreign products and people.

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Sang-Yeon Loise Sung

Papers

Constructing a New Image. Hallyu in Taiwan

Face of the nation: articulating a new image of korea and taiwan through regionally popular celebrities