1 1 Hallyu Wave and Tourism Oct 2013 Korea Tourism Organization Charm LEE

What is Hallyu( 韓流 )?

3 From the beginning, the word strongly implicated "temporary" in the meaning Korean popular culture phenomenon Socio-cultural phenomenon of rising interest in Korean popular culture Phenomenon where local Korean dramas, K-pop, movies, games, performances, etc are popular and liked overseas 1. What is Hallyu( 韓流 )?

4 2. Origin of Hallyu The term "hallyu," or Korean Wave, first emerged in Taiwan - Used in reference to Korean companies and or products, not Korean Popular culture - The China Times ( 中國時報 )( ) - United Evening News ( 聯合晚報） ( ) - Ambiguity in definitions ( 寒流 ) as Korean pronunciation was the same for ( 韓流 ) Korean pop culture spread aggressively and Taiwanese media reportedly replaced the Chinese character meaning “cold ( 寒 )” with that meaning “Korea ( 韓 )” to issue a warning against the competitiveness given the popularity of shows imported from Korea in Resource : Maeil Business Newspaper

5 3. Expansion of Hallyu Pop Culture Fashion Medical Travel Food Hanguel Entertainment IT ∙ Eletronics Fashion Medical Travel Food Hanguel Entertainment IT ∙ Eletronics expansion

6 4. History of Hallyu 1997, 2003 K-POP China, South east Asia Japan, China, Asia, Middle East World wide 1993

Who Should We Target?

8 Gender Reference : Korea Tourism Organization, Hallyu Survey Analysis of Hallyu Fans- Gender

9 Age Group 2. Analysis of Hallyu Fans- Age Group Reference : Korea Tourism Organization, Hallyu Survey 2011

10 Favored Hallyu Contents 3. Analysis of Hallyu Fans - Contents

Hallyu Impact

12 1. Economic Impact of Hallyu Impact on Production Inducement, 2012 : USD11 billion Impact on Employment Inducement

13 1. Economic Impact of Hallyu Economic Value

14 2. Effects of Hallyu Elevate people’s cultural pride Step from import to export of Culture & values - Guy Sorman (French philosopher and economist) Not many countries export product and culture concurrently except for; U.S.A, France, Germany, Japan and Republic of Korea. Spread Asian value ​​ and sensitivity - Patriarch, Family oriented, Confucianism Elevate Korea’s national image and brand value

15 3. Hallyu Image Survey What people think Hallyu contents is - Most people think Hallyu as Korean Pop culture [Hallyu contents] Resource : Korea Foundation of Cultural Exchange 1st 2nd 3rd Drama K-pop Movie Food Products Fashion Travel Hangeul Culture Game Teakwondo Literature Sports Medical

16 3. Hallyu Image Survey What attracts people to Hallyu - Attractive Hallyu Stars - New and unique, never before seen contents Attractive appearance New and Unique High Quality Outstanding performance Exclusivity Professionalism Friendliness Resource : Korea Foundation of Cultural Exchange

17 3. Hallyu Image Survey Hallyu induced tourism - ‘Induced visit’, ‘Improved image of Korea’, ‘Korean Cuisine Experience’ ranked 1 st to 3 rd -(Western Region) Korea related ‘Product Purchase’, ‘Experience Traditional Culture’, -‘had impacted image enhancement Want to visit Korea Want to learn Korean Improved of Korea’s Image Want to learn Korean Traditional Culture Want to purchase Korean Products Want to taste Korean Food Resource : Korea Foundation of Cultural Exchange

Hallyu Tourism

19 Extended definition of Hallyu Tourism -Traveling to Korea and participating in tour activities to experience Korean Culture but not in activities that are directly hallyu related -Traveling to Korea to participate in activities that derived from hallyu 1. What is Hallyu Tourism? Definition of Hallyu Tourism - Traveling to Korea for the purpose of participating in hallyu related tour activities It can be said that hallyu tourism started in the 1990s with TV drama series gaining popularity and Japanese tourists visiting the filming locations

20 1. What is Hallyu Tourism? Resource : Korea Tourism Organization Korean Food Korean Make-up Korean Fashion Korean Language Korean Culture K-POP Visit Korea -K-POP Concert -Gourmet Tour - Shopping Tour -Language Course -Cultural Travel

21 Korean Pop Artists Concerts 2. Hallyu Travel products - Concerts

Total Tourist6,450,000 6,890,00 0 7,820,00 0 8,800,000 Hallyu Tourists(%) 11.8%10.6%8.6%10.1% Hallyu Tourists 760,000730,000670,000890,000 10% of tourists are hallyu tourists Fan Meeting Packages 2. Hallyu Travel products – Fan Meeting

23 Drama filming Location Resource : Joongang Daily Nammi island visitor statistics in 2012 Thailand 164,000 Taiwan 104,000 China 82,000 Malaysia 44,000 Indonesia 31,000 Hongkong Singapore 12,000 Japan 10,000 Other 37,000 Total(113Countries) 503, Hallyu Travel products – Filming Location

24 - Overseas students studying Korean language increased by 4 times in 7 years 2012 : 93,000 (164 Countries) 2005: 23,000 -> 2012 : 93,000 (164 Countries) Korean Language 2. Hallyu Travel products - Education Resource : Ministry of Education

25 Popularity of Korean language grew since SM artists performed in Paris in June 2011 Korean Class offered at the French Cultural Center in Korea earned so much popularity that people lined up from dawn to register 2. Hallyu Travel products - Education Test of Proficiency In Korean(TOPIK) applicants 116,000(2006) →745,000(2011) (Cumulative figure)

26 Music Show 2. Hallyu Travel products - Music Show

27 Dance School 2. Hallyu Travel products – Dance School

28 Cosmetic / Fashion boutiques & Spa 2. Hallyu Travel products - Bueaty

29 Wedding Photography Package 2. Hallyu Travel products - Wedding

30 Hallyu Cafes/MD Shops 2. Hallyu Travel products - Cafes

31 Books written by Korean Celebrities 2. Hallyu Travel products

32 What attracts people to Korea? Eat what Koreans eat Play how Koreans play Visit where Koreans go Wear what Koreans like to wear The best way to make experience of authentic life in Korea! 2. Hallyu Travel products

2013 Media Campaign with Hallyu

Campaign Strategy Target Contents Media 20s-30s Group Icons of Korea Online & TV TARGET – CONTENTS – MEDIA should be aligned.

PSY’s Wiki Korea Campaign

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PSY’s Wiki Korea Campaign

Thank You!