Is Hallyu Wave taking over the world?
Hallyu wave is what is described as Korean export of popular culture. As the world emerged from the wars and oppression of the 20th century each country attempted to re-establish their place in the world. India has successfully utilized their education system and became the silicon valley of Asia and key service suppliers for most tech industries. China has re-established itself as the industrial power-house surpassing most of their Western competitors in productivity and cost of production. Japan has branded itself as the forward-looking innovators and alternative culture hub. South Korea, on the other hand, decided to reclaim its power through the export of popular culture, it formed part of the governmental policy of the 90’s framed by the former president Kim Dae-Jung and dubbed as Hallyu Wave.
The Hallyu Wave has started in mid 90’s with release of couple of overwhelming popular Korean Dramas (‘Swiri’, ‘Autumn in my heart’ and ‘Winter Sonata’) and few K-pop bands (Seo Taiji and Boys) there are number of factors that have allowed for the buzz to spring up and continue. Prior to the 90’s, Korea was under severe restriction of music-styles and genres as well as a very limited choice in television programmes. Most of the music was introduced through Talent Shows aired on the weekend and the styles of music performed were tightly controlled by the networks. In the 1990’s, following the relaxation on censorship laws and exposure to artistic scene abroad, new bands sprang up and started appearing on the talent shows gaining mounting popularity. At the same time K-Dramas were spreading and being broadcasting across all parts of Asia and it struck a note with many Asian viewers bored of western productions. The K-Drama industry was in receipt of financial support from the governmental agencies and thus was able to produce high-quality TV-series that have instantly gained popularity due to quality of production and good-writing.
Korean government and industry has fully capitalized on the generated buzz and injected funds for industries dedicated to the continuity of the Korean pop ‘manufacturing’. The uniqueness of Korean pop culture is that it blends elements of the Western pop-culture, Korean values and militantly regimented choreography. This is no coincidence either; there are couple of corporate entertainment industry giants that literally manufacture idols by mixing a blend of ingredients: militant training, image formation and personal branding. Nevertheless, the formula has reached an overwhelming amount of success with top bands like BTS filling Wembley stadiums in London and winning international awards across the globe. K-Pop and K-Drama industry has emerged successfully into international arena and current visibility of Korean culture is apparent from music to food to skin-care products.
Hallyu Wave has transformed the image of Korea and increased its visibility internationally. Whereas previously Korea was viewed as severely conservative and restrictive culture it has now re-established itself as the innovators and leaders in the artistic and cultural scene not only with the K-Pop and K-Dramas but also with their now thriving indie music scene and independent film makers. It is a fascinating country to visit that offers a uniquely fresh blend of pop-culture, tradition and developing alternative scene.
Author: Egle Poceviciute