CIRCULATIONS OF DIFFERENCE
KOREAN ~ WAVE MINJEE RYOO
Hallyu: Cultural Wave
05 | ROUND & ROUND VOL XXII
Hallyu is a common word used to describe growth of Korean pop culture in East and Southeast Asia: Japan, China, Taiwan, Singapore, Vietnam, Indonesia, and Malaysia. The term means “Korean cultural wave,” which first created by Beijing journalists in mid 1990s. Influence of Korean pop music, TV drama, and movies in China has been great since 1990s and it still continues. Korean entertainment not only attracts Asian fans but also expands popularities in western countries. For an example, “Gangnam Style” by PSY hit over 2.7 million views on Youtube, has spread worldwide gaining interest of Western populations that have not known of Korean pop culture. Thus Gangnam Style has become the symbol of Hallyu that effectively influenced in Western countries. I believe Hallyu relates to globalization and labor circulations because global popularity of a specific culture can be found in wave of Korean pop culture and the labor circulation of entertainment system in the nations where influenced by Hallyu. For China has gained interest in Korean culture mainly through Korean drama and k-pop, the export of Korean drama are remarkably increasing. Thus Korean entertainment industry is focusing on spreading Korean culture worldwide by branching its offices abroad.
Moreover, Korean celebrities tend to directly work in Chinese entertainment industries through appearing on actual Chinese shows. Globalization of Korean culture popularity shows potential growth of Korean corporations because positive impression of Korean culture increased company sales by absorbing Hallyu effect worldwide.Thus Korean market uses Hallyu as successful tool to increase sales in abroad and it actually works well.
MORE THAN POP CULTURE Hallyu not only encompasses Korean media products but also disseminates cultural aspects of Korea. “Chimaek” is a term combined of word chicken and Maekjoo, a Korean word for beer. Eating the combination of fried chicken and Maekjoo is a popular drinking culture that Korean adults commonly consider two menus as a single menu. Chimaek has been popularized in China by an influence of K-drama called “My Love from the Star,” because it appears as the main character’s favorite menu. Circulation of tradition of Korea to China shows the influence of Hallyu through the media. An introduction of Chimaek even increased Korean beer exports to China by 200 percent in March 2014. Through this phenomenon, the Chimaek has been grown as an essential part of Korean tourism. With increasing number of Chinese tourists in Korea, tourism companies offer travel programs that include visiting actual scene of K-drama that became popular in China. It stimulates tourism industry in Korea to target Chinese travelers using Hallyu as its one of the method of promotion.
INFLUENCES OF HALLYU Similar to the fact that Korean Wave is largely dominating the idea of heteronormativity of the boy bands that expand to other Asian countries and even to Western countries, the female artists are becoming the standards of beauty in South Korea, which provokes extremely high standards for women of society.
The highly rising standard of appearances of Korean artists affects the evaluation of talents of artists. Korean pop exposing the harsh standards of beauty of women, the plastic surgery has become the normative.
Plastic surgery of South Korea has boomed in China, influencing Chinese people with the new standards of beauty that around 60,000 of Chinese people had the plastic surgery procedure done in South Korea. Thus Korean cosmetic surgery doctors who foresee the growing transnational market prepare to expand the market to China as well.
Exports of Korean pop culture, such as drama, film, and artists, influenced the daily lives of other countries as well.
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Sexuality Hallyu cannot be discussed without fandom of celebrities that also extends to other Asian countries. The fandom is particularly used for the fans of Korean boy and girl groups, the idols, which each fandom has specific names, cheering tools, and products embedded with the artists’ photographs. With arousing ‘bias’ to their favorite member of a band, the more products are produced to target fans. For the international fans are having less opportunity to directly meet their artists, the more products are produced and exported transnationally, causing bigger waves of Korean pop culture. The culture of fandom of South Korea is also assimilated in Asia in a way that specific member of a group gaining popularity also gains the most popularity in the Hallyu effective areas. Boy bands are emphasized in this notebook for their appeal of heterosexuality, which fans are enthusiastic about. Heterosexuality is not found on actual artists, but their performances are heteronormative. The practice of heteronormativity is found in every boy bands in order to appeal transnationally. Hallyu as a Korean wave of pop culture not only relates to how culture is transmitted and assimilated to other cultures but also influences political aspects of trans/nationality. Hallyu is also used as a tool for diplomacy, allocating Korean idols as ‘national representatives’. A Korean boy group called Infinite has contributed in representing Korea in Mexico, provoking Korean wave in Mexico in 2016. Interviews of Infinite demonstrate how they are proud to be national representatives. Although it is a good phenomenon to let Korea known to foreign countries, it is a bit controversial by people who concern Hallyu becoming the dominant tool to keep national political relationships.
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Hallyu is being used as a soft power of South Korea, developing the trust of the nation. However, behavior of Korean celebrities in the countries where national tension exists against Korea affects
Hallyu is also used as a tool for diplomacy, allocating
diplomacy of Korea excessively. Actor Song Il-guk, the grandson
Korean idols as ‘national representatives’. A Korean boy
of General Ki Jwa-Jin who engaged in the Korea’s independence,
group called Infinite has contributed in representing
has been denied to enter Japan after participating in crossing
Korea in Mexico, provoking Korean wave in Mexico in 2016.
the sea to Dokdo Island by swimming that was held on Korean
Interviews of Infinite demonstrate how they are proud to
Liberation day called Gwakng Bok Jul. Soon after the event,
be national representatives. Although it is a good
Japans deputy foreign minister announced that actor Song Il-
phenomenon to let Korea known to foreign countries, it is
guk would not be able to enter Japan from that time. For Korea
a bit controversial by people who concern Hallyu
and Japan has been in geographic dispute over Dokdo because
becoming the dominant tool to keep national political
Japanese national sentiment claims that Dokdo is territory of
relationships.
Japan. After the Japan minister’s announcement, Korean Drama
Hallyu is one of the common production exports of South
titled “A Man Called God,” which Song Il-guk starred, has been
Korea and contribute large part of economic
stopped airing. This incident has happened to show the
development of Korea, resulting in South Korea joining
phenomenon of Hallyu being perceived sensitively by other
the Organization of Economic Cooperation and
countries in tensions with Korea.
Development (OECD), the intergovernmental economic
Japanese protestors who are against Hallyu media overtaking
organization for economic progress stimulation. Hallyu
Japanese media have grown into bigger controversial issue. Anti-
became the important factor to persuade other Asian
hallyu demonstrators were congregated outside Fuji TV
countries that Korea has developed into a socially grown
headquarters to stop preserving Korean wave in Japan. Many
country. It is difficult to disregard government when there
Japanese are afraid to be overwhelmed by Korean wave because
are economic factors involved in such phenomenon or
it is economically and socially beneficial to Korea. Although
issues. With this in mind, Hallyu is deeply involved in
Korean wave is a good influence to relieve tension by providing
production and exports, meaning that the government
friendly idea of Korea, some Japanese who still believe the
intervention is inevitable.
tension between the two nations are offensive to Hallyu.