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This speaks volumes about the explosiveness and the way that Korean pop music has proliferated the globe in the last 15 years. Even the Korean dramas have emerged as well packaged goods with a good measure of visual and emotional appeal. Many of the dramas have traditionally depicted exotic and serene coastal and rural areas, and the theme has been the underlying values of Asian audience — family melodrama with lots of emotions and innocent love.

With growing popularity across the years, the dramas today explore a wider variety of themes, including tensions between traditional familial values and economic development. Many of these dramas have created records of sorts. The drama Winter Sonata became so hugely popular in Japan that its male lead Bae Yong-joon was renamed Yonsama, a title usually used for royalty. This increase in the quantity and quality of movies, music and dramas has helped sustain the growth of Hallyu.

Effective management of all touch points: Even though multiple factors have tremendously influenced the birth and evolution of Hallyu, one of its drivers is careful and effective management of all possible touch points.

Touch points are the numerous instances where the customers come into contact with Hallyu. The entertainment industry, the different organizations involved in movies, music companies, online gaming companies, Korean chaebols and the Korean government have meticulously orchestrated their efforts in ensuring a consistent experience.

Large event organizers such as the PyeongChang Olympics and Winter Paralympics have also helped to build a more positive perception of Korea. All these players have ensured portrayal of the interesting aspects of Korean culture in their respective media. They have also effectively optimized the use of new Korean celebrities to further the cause of Hallyu across the region. Continuous support from the Korean government: Korea is probably one of the only countries in the world that has a Ministry of Culture Ministry of Culture, Sports and Tourism to be exact.

A division of the ministry, the Popular Culture Industry Division, focuses on Korean pop music, fashion, mass entertainment, comic books, cartoons, and other key products.

The division along with three other divisions are referred to as the Cultural Content Office. Its budget is a staggering USD 5. The remaining funds comes from investment banks and private companies and are managed by the Korean Venture Investment Corporation. One of the strategies of managing Hallyu is the careful study of its target audience — mostly people in Asian countries. The Korean government and its divisions follow these Asian countries and cultures closely to understand which Korean Wave products would have the best probability of success in different markets.

The secret is that no one understands these markets better than Korea. The Korean government has also been very active in managing Hallyu outside of Korea by conducting different cultural festivals displaying the Korean offerings, conducting PR campaigns to publicize Korean uniqueness and indirectly helping the entertainment industry by creating a very conducive environment.

The seven core strategies to lay the foundation for a creative economy are:. The entertainment industry has been very proactive in feeling the pulse of the masses and producing appealing movies and dramas. The Korean Tourism Organization KTO has made the best use of this huge interest in Korea by offering very attracting tour packages to tourists.

These packages involve trips to locations made famous by the Korean dramas, travel to exclusive shooting locations and so on. The purpose of this theme park has been to put in one place all the interesting components of Hallyu for visitors. Lesser animosity towards Korea in Southeast Asian region: History, in a strange way, is positively aiding Korea and the growth of Hallyu.

Most Asian countries were former colonies of Japan during the World War time. The direct result of this has been the continuing animosity towards Japan in many Asian countries, most notably in mainland China. This has been the main reason for Japanese music or lifestyle not becoming a rage in many Asian countries. Korea on the other hand has been a former colony of Japan and thus is on the same page as many other Asian countries. This has helped Korea in both ways.

The Japanese are able to identify with them as they are closer to Japan in terms of development and sophistication than any of the other Asian countries and therefore, Korean cultural exports have been huge in Japan. At the same time, being a former colony of Japan, Korea and China share the same history. The Chinese are able to relate more closely with Korean cultural products and relate without an underlying sense of animosity and hatred. This has been a major factor for the explosion of Korean culture in mainland China.

The cumulative effect of movies, music, dramas and games has been tremendously positive to the Korean economy and the Korean country image in the region.

Hallyu has contributed immensely to Korean tourism as well. Rise of the Korean superstars: The main components of the Korean Wave — movies, music and the dramas — has given birth to a new generation of Korean celebrities who have attained superstar status in the entire South East Asian countries including Japan, China, Singapore, Hong Kong, Taiwan, and Vietnam. Bae Yong-joon Yonsama , BoA, and others have been drawing huge crowds where they go. A case in point is when the Japanese Prime Minister Koizumi mentioned in a press conference that he wished that he were as popular as Yonsama.

This has given Koreans a great boost in their confidence as their stars are being looked up to by millions of people in the region.

On a lighter note, this has also helped soften the tension during international discussion between politicians as many politicians who visit South Korea have been insisting on meeting these celebrities on a personal front. Increased interest in Korean tourism: Hallyu has given Korean tourism a shot in the arm and helped tremendously in repositioning the Korean country image globally.

As the movies, music bands and the dramas gained popularity, people from many countries have been flocking into Korea to experience the Korean culture first hand.

KTO has been very active in offering package tours which includes a visit to the shooting locations, the various towns and resorts made famous in the movies and dramas and so on. In , Korea earned USD The side effect of this tourist boom has been an increased popularity of Korean cuisine. Improved Korean country image: Korean popular culture has had a significant impact on the global fashion industry as an increasing number of Korean celebrities are included in the social fiber of fashion.

The singer G-Dragon dresses in an influential way that gets international notice as Korean celebrities are known for mixing styles and genres in clothing. Till very recently, South Korea evoked the images of the Korean War, the North-South Korean conflict, the burgeoning chaebols, many of which suffered hugely during the Asian financial crisis and the Seoul Olympics. All in all, nothing very positive and glamorous.

Brand Korea was pretty elusive to everyone outside of Korea. All of that has started to change with the explosion of Hallyu. Hallyu has provided Korea with an excellent opportunity to showcase its diverse culture, people, its unique entertainment products, exotic locales and its own pan-Asian superstars to the rest of the world and thereby create a very strong brand Korea.

With the maddening popularity of Korean movies and dramas, the focus seems to have shifted towards Korean values, society, emotions and the beautiful locations projected in these movies.

This in turn has given Korea a good chance to create new perceptions and images of itself across the world. All these factors have had the unstinting support from the Korean government, all the artists, businessmen as well as the Korean population.

This collaborative effort has propelled Hallyu into a sustained cultural phenomenon rather than just a mere fad. Although Hallyu has sustained and grown for the last many years, carrying on into the future will be very challenging. One of the main reasons for its popularity to explode across the region has been its novelty and newness. After all, there are only a certain number of emotions!

Though the Korean government and all the others involved have shown great maturity in handling this Korean wave, sustaining it over long periods of time will truly be a challenge. Sustaining innovation in the cultural products: Innovation lies at the heart of the success of many Korean movies, music bands and dramas. To continue to lure viewers across South East Asia, Korean producers have to be innovative not only in the themes and stories but also in the creative execution.

This is easier said than done given the enormity of the task at hand. South East Asian countries are all unique in themselves. Though dramas like Winter Sonata was able to tap into the underlying common emotions and become hugely successful, it is open to discussion as to how long can Korean producers continue to do that.

Avoiding over-exposure of Korean stars: The main players in the success of Hallyu have been the Korean stars like Yonsama, BoA and others. These celebrities have emerged as regional superstars with major companies — local and international — choosing them as their endorsers. The movies, dramas and the various commercials are milking their popularity to a great extent.

This may lead to an over-exposure of these celebrities. As the success of upcoming movies and dramas depend on these stars to a large extent, diluting their brand equity and image through over exposure would not be a very good idea.

At the same time, controlling this over-exposure will be a great challenge for everyone involved from producers, companies to the celebrities themselves, as each one of them will want to maximize the star power. Sustained investment from the Korean government: The Korean government has been actively participating and supporting the growth of Hallyu.

With the Discover Korea Your Way campaign by the KTO and other Hallyu-wood projects, the government will need to invest heavily and increase their spending throughout the entire journey. In addition, the government will need to work closely with the KTO and other authorities to think of innovative and effective campaigns to boost Hallyu tourist spends. To sustain investing over a long period of time and to see through projects thoroughly will indeed be a daunting task.

All in all, there is no doubt that Hallyu has catapulted Korea on to the global stage. With so much international attention on Korea and its pop culture scene and its creative economy, it is imperative for the Korean government to leverage on all its entertainment and cultural products to further drive the brand equity of Korea as a country.

Brand Korea needs to be able to strike a balance between not over-commercializing Hallyu, but to market and build its identity in a genuine way. The growth of the Korean Wave over the past 2 decades has been a fascinating one, and it is still unfolding. Moving forward, it will be interesting to see how Korea continues to innovate and tap on the massive potential and popularity of the Korean Wave to sustain its appeal to global audiences.

This could further enhance the nation brand equity of Korea, and contribute to the continued success of the Korean society, economy and culture. Asian Brand Strategy provides key insights and knowledge about the rising Asian brands incl.

Download sample chapter. Martin Roll enables global clients to deliver business impact and drive long-term value. Learn more about our services and how your company can get ahead. Origins of Hallyu The popular media in the region has attributed the origins of Hallyu to a couple of movies and TV dramas that were released in Growth of Hallyu Hallyu has consistently and exponentially grown since , when it surfaced as a major cultural phenomenon.

However, the country in the 21st century confronts serious questions touching on poverty, inequality, governance and the environment. US News notes its history in building maritime culture, and the impact of the Vikings on nearby countries. US News notes its monetary wealth despite its small size: "Now rich in oil and natural gas, Qatar is one of the wealthiest countries in the world. US News says it is "home to a unique intersection of culture as the nation bridges Asia with Europe.

Home to 1. US News notes: "It's one of the world's wealthiest countries, and has been well-known for centuries for its neutrality. Canada is the second-largest country in the world by landmass, and US News says its "expansive wilderness to the north plays a large role in Canadian identity, as does the country's reputation of welcoming immigrants.

US News calls it the "giant of the Middle East" because of its landmass, and notes its importance for Muslims. South Korea was ranked 10th, one place lower, last year.

US News noted the ongoing conflict with North Korea. The country has a strong economy, landmarks of significance to several religions and strained relationships with many of its Arab neighbors," US News said. US News said: "It is difficult to overstate the influence France has on the world, both in the past and today. Starting in the Middle Ages, France evolved through kingdom, empire and finally, into a republic.

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US News says it is "home to one of the world's oldest civilizations" and says it is "the world's most populous" and is one of the world's largest countries. It shares land borders with more than a dozen countries, and shares sea borders with Japan and the United States. US News calls it "the world's most dominant economic and military power" and notes now its "cultural imprint spans the world" thanks to its production of movies, TV, and music.

It also noted that President Donald Trump's positions on immigration and trade "have raised questions around the world, including from the country's closest allies, about the nation's future course on the global stage. Insider logo The word "Insider". Set up later Close icon Two crossed lines that form an 'X'. It indicates a way to close an interaction, or dismiss a notification. World globe An icon of the world globe, indicating different international options.

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