ID :
83097
Mon, 10/05/2009 - 12:20
Auther :
Shortlink :
https://oananews.org//node/83097
The shortlink copeid
Capitalizing on hallyu
EDITORIAL from the JoongAng Daily on Oct. 5)
Tens of thousands of fans gathered at the Tokyo Dome at the end of last month to
celebrate the publication of Bae Yong-joon???s book ???A Trip in Search of
Korea???s Beauty.???
This latest move by the actor, who gained fame for his role
in the drama ???Winter Sonata,??? reveals new possibilities for harnessing the
power of the Korean wave, or hallyu.
The book is expected to boost Korea???s tourism industry and promote the
country???s brand image. It is a prime example of a well-made television drama
being given new life as multiple forms of cultural content. Bae traveled to
various places across the country to research the book, which features
descriptions of traditional Korean culture, food and historical sites. The first
edition, of which 50,000 copies were printed, sold out on the first day it was
released.
Since Winter Sonata was first broadcast in Japan in 2003, the Korean wave has
swept across the Asian region, to the degree that its economic effect over a
two-year period is estimated to exceed more than 2.3 trillion won ($1.94
billion). We are also witnessing the tremendous effects that the preference for
Korean dramas and Korean actors and actresses has generated outside of the
economic realm. There is an increased affinity for Korean pop culture, Korean
companies, Korea and Koreans in major sectors of society.
Ikko, a Japanese makeup artist and transgender TV personality, is said to have
become fascinated with Korea after viewing Winter Sonata, when she began
promoting Korean pop culture. She has since helped bring increasing numbers of
Japanese tourists to the Myeongdong shopping area in Seoul.
A few days ago, Japan???s new Prime Minister Yukio Hatoyama met Korean actor Lee
Seo-jin in Tokyo, and the two shared their desire to create a friendly
relationship between the countries. According to a behind-the-scenes story,
Hatoyama agreed to meet Lee with the encouragement of his wife, who is an
enthusiastic fan of Korean dramas.
Unfortunately, it is true that the popularity of South Korean culture has ebbed
in the past several years. Exports of cultural content, such as dramas and games,
which surpassed 60 percent growth in 2003, grew by only 11 percent in 2006 and 13
percent in 2007. This is because the Korean government and the relevant
industries have failed to manage and nurture the Korean wave in a systematic
manner.
We should support and build on the popularity of hallyu. In the era of soft
power, culture can be a powerful tool, not to mention its enormous economic
potential. We need to establish a system for producing competitive cultural
content, with and without our hallyu stars.
(END)
Tens of thousands of fans gathered at the Tokyo Dome at the end of last month to
celebrate the publication of Bae Yong-joon???s book ???A Trip in Search of
Korea???s Beauty.???
This latest move by the actor, who gained fame for his role
in the drama ???Winter Sonata,??? reveals new possibilities for harnessing the
power of the Korean wave, or hallyu.
The book is expected to boost Korea???s tourism industry and promote the
country???s brand image. It is a prime example of a well-made television drama
being given new life as multiple forms of cultural content. Bae traveled to
various places across the country to research the book, which features
descriptions of traditional Korean culture, food and historical sites. The first
edition, of which 50,000 copies were printed, sold out on the first day it was
released.
Since Winter Sonata was first broadcast in Japan in 2003, the Korean wave has
swept across the Asian region, to the degree that its economic effect over a
two-year period is estimated to exceed more than 2.3 trillion won ($1.94
billion). We are also witnessing the tremendous effects that the preference for
Korean dramas and Korean actors and actresses has generated outside of the
economic realm. There is an increased affinity for Korean pop culture, Korean
companies, Korea and Koreans in major sectors of society.
Ikko, a Japanese makeup artist and transgender TV personality, is said to have
become fascinated with Korea after viewing Winter Sonata, when she began
promoting Korean pop culture. She has since helped bring increasing numbers of
Japanese tourists to the Myeongdong shopping area in Seoul.
A few days ago, Japan???s new Prime Minister Yukio Hatoyama met Korean actor Lee
Seo-jin in Tokyo, and the two shared their desire to create a friendly
relationship between the countries. According to a behind-the-scenes story,
Hatoyama agreed to meet Lee with the encouragement of his wife, who is an
enthusiastic fan of Korean dramas.
Unfortunately, it is true that the popularity of South Korean culture has ebbed
in the past several years. Exports of cultural content, such as dramas and games,
which surpassed 60 percent growth in 2003, grew by only 11 percent in 2006 and 13
percent in 2007. This is because the Korean government and the relevant
industries have failed to manage and nurture the Korean wave in a systematic
manner.
We should support and build on the popularity of hallyu. In the era of soft
power, culture can be a powerful tool, not to mention its enormous economic
potential. We need to establish a system for producing competitive cultural
content, with and without our hallyu stars.
(END)
