![]() Globally, their appeal soared after the world’s media clamored to report on the concert at the East Pyongyang Grand Theater. It was the second time the princesses of K-pop had cracked that magical figure after the runaway success of their Russian Roulette video in 2016. Band membersĮarlier this month, Red Velvet also saw their video Dumb Dumb pass the 100 million “views” milestone on YouTube. ![]() It was an epic-making event for BTS’ millions of fans from Incheon to Indianapolis. The seven-strong boy band became the first Korean act to have a No.1 album in the US this week with Love Yourself: Tear. The Hallyu craze has also propelled groups such as BTS to global superstardom. ![]() “Such a trend is notable for consumers in major cities like Beijing, Shanghai and Guangzhou,” Jung added. “After the drama, sales of Korean cosmetics in China kept increasing. “Sales of the lipstick used by Song in Descendants of the Sun reached a record,” Jung Jin-woo, an official at the Beijing division of the Korea Trade and Investment Promotion Agency, told The Korea Herald. This, in turn, sparked a sales boom in South Korean products, such as cosmetics, which were featured in the K-dramas. The video-streaming website of China’s version of Google, the online behemoth Baidu, revealed there were more than “2.8 billion views” for Descendants of the Sun and 1.3 billion for My Love from the Star. To illustrate the industry’s appeal, you only have to look at the data from. This new interest in Korea has been a great driver of Hallyu,” the report added.Īsia’s insatiable appetite for television series, from the seminal 2002 weepy Winter Sonata to My Love from the Star in 2013 and Descendants of the Sun, have only increased the impact of the Korean Wave. “Hyundai and Kia brands are creating a similar revolution in the car industry. “In the annual 2017 ranking by Interbrand of the world’s top 100 brands, Samsung was listed sixth in the world with a brand value of $56.2 billion,” Martin Roll, the business and brand strategist, highlighted in a report, “while LG has transformed itself from a manufacturer of cheap products to a brand of repute. Major corporations are also part of this phenomenon with astute product placements. When you roll in K-dramas and the entire culture and creative industries, the figure is hovering around the $90 billion mark. While there are various numbers bandied around, revenue from K-pop reached a record US$4.7 billion in 2016 on the back of a YouTube audience spanning Seattle to Shanghai, Bloomberg reported. “We tentatively conclude that the Korean Wave has a positive impact cultural diplomacy as a part of the soft power approach as argued by Nye.” “Does the Korean Wave affect the political position and diplomatic leverage of Korea in any meaningful way?” the academics asked. ![]() Paik outlined the ultimate goal of Hallyu policy. In their paper, the Korean Wave as Tool for Korea’s New Cultural Diplomacy, which was published on the Scientific Research website, Gunjoo Jang and Won K. Soft power was being wheeled out alongside realpolitik. Entertainment, were conspicuous by their presence. Leading actress Song Hye-kyo, who starred in the 2016 hit drama, Descendants of the Sun, was even invited to President Xi Jinping’s state dinner.Īt the bilateral business event, boy band EXO, the latest big-earning group from the hugely successful production line of talent agency S.M. Months before the K-pop overtures to Pyongyang, Korean Wave diplomacy had washed up in Beijing after Moon included an array of celebrities in his business delegation for the visit to China in December. Still, the country has taken soft power, which was coined by the distinguished Harvard professor Joseph Nye in the late 1980s, to the outer limits. “In this regional and international contest, for conquering larger audiences, the South Korean government has taken an active role since the 1980s the first ‘Cultural Industry Bureau’, spreading popular culture ,” they added. “It is not an accident that South Korea seized the diplomatic opportunity and elevated the status of pop culture to that of an economic sector, spreading K-pop and K-dramas first at the regional (inter-Asia) level, then worldwide,” the academics, Youngmi Kim and Valentina Marinescu, wrote in a paper for The Journal of Sociology, an academic quarterly publication.
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