Session 2: The influence of the Korean Wave in East Asia
Vol.3
Approach
--> The Korean government currently defines the Korean wave into three different waves. The first, being based on famous melodramas spread in the 1990’s through Japan and China. Then, in the 2000s, the trend changed to K-pop and this time it spread much farther into the southeast of Asia. Now, since 2013, the Korean government defines it as the third Korean wave based on a broader aspect including the Korean culture itself. Truth to be told, the Korean wave has indeed proved its power especially in the case of psy, but it is also the reality that the influence of the Korean wave is decreasing in China and Japan. With the increasing disputes on borderland history issues with China and Dokdo issues with Japan, the anti-Korean wave within each country is gathering strength.
--> Hence, our policy takes the form of a bilateral approach.
We aim to regain the influence of Korean culture within China and Japan.
We aim to further the spread of Korean wave through the world.
Part A Recovery of the Korean wave in Japan and China
--> Compared to the beginning of the 21st century, the Korean wave within East Asia is dying down as the decade passes. The growth in the Korean drama market in Japan showed a growth rate of 72% at its peak in 2006. Ever since, the growth rate started to decline to a point where it is barely 1.6% in 2013. There are many reasons that took a part in this decline of popularity, but some of the major ones are 1) one-way transfer of culture and 2) loss of competitiveness of Korean media contents.
--> China: The Chineses are especially sensitive about the flow of Korean culture into their land. In 2005 and 2006 when the Korean wave was at its peak, some celebrities called the Korean wave a “cultural invasion”. Furthermore, CCTV limited the time Korean contents could be broadcasted. Though censorship is nothing to be surprised of in the current political state of China, such regulations clearly shows the anti-Korean feelings of the Chineses.
--> Japan: In the case of Japan, the situation is a bit more complicated. In 2012, when the countries collided on the Dokdo issue, the NHK banned Korean celebrities from their shows. Like in the case of China, many of the Japanese celebrities made anti-Korean wave comments like “we want a Japanese traditional program”.
a) Cooperation in creating movies and songs with celebrities from both countries.
--> The history of coproduction of movies began in 2006 with the movie “착신아리 파이널” which was a cooperation between Korea and Japan. The movie itself was a moderate success, but many of the actors who stared in the movie are now among the top celebrities in each country.
--> In the status quo, many companies do not find the incentive to go through a complicated process to make a movie
in cooperation with a Japanese or Chinese company. It doesn’t show any clear benefits compared to working alone and aiming for the domestic market. Rather, it has a risk that the movie might fail due to cultural differences in each country. Therefore, the government has to step in and incentivize the process. Decreasing the tax rate for those companies that work together with foreign companies, or perhaps direct financial support could be effective.
--> To succeed in both markets, the companies will strive to create new contents for dramas and songs. In the process, the Korean and Japanese and/or Chinese media contents will improve and regain competitiveness. Once companies in each country build up a close relationship and learns the strategy to create profitable media contents that can work in both countries, the cycle will continue even without governmental support.
--> Media contents with celebrities from both countries will create the road for both countries. This could be a way to respond to one of the reasons that causes the anti-Korean wave response. Not only will Korean celebrities gain popularity in Japanese or Chinese market, but the Japanese and Chinese celebrities will also gain popularity among Koreans. Thus we can truly have a mutual relationship.
b)\\\\\\\\\\
Part B Spreading the Korean wave worldwide
Exposition after or during the winter olympics in 2018
--> In 2012, there was an international exposition held in Yeosu, Korea. However, the exposition was not able to gather a lot of attention due to the economical crisis. The results were just over the goal of the government. However, there is still a problem, whenever such expositions and world cups are held, the infrastructure remains afterwards. For cities like Seoul, these infrastructures are used frequently and thus the city does not have to be burdened by maintenance fees. But yoesu is on the southern corner of our peninsula. Hence, without further plans, it is likely that the infrastructure built for the exposition will be left unused.
--> Our plan is to take advantage of this infrastructure. In 2018, the winter Olympics is to be held in Pyeongchang. The number of tourist will boom around the period and the global community will focus on the event. Thus, if we are able to prepare another exposition, this time focused on the Korean culture, we will be able to exploit our chances in 2018.
--> The Korean centre that was held in London during the 2012 London Olympics proved to be very effective. The effect of a similar project in a much larger scale actually within Korea will be incomparable.
--> Also considering that Pyeongchang is located in Gangwon province and Yoesu is located in jeonnam province, we will be able to build up the infrastructure in the two most underdeveloped states in Korea.
b) Step by step process to build up the infrastructure until then.
--> Overall increase











