(Korea Thailand Communication Center) Korea Wave Thailand Present by KTCC (Korea Thailand Communication Center) www.k-tcc.com

CONTENTS Overview Korea wave History in Thailand. Various Korea waves in Thailand. Economic Effects Weak points & Suggestions

Overview Introduction Korea wave means the enthusiasm of Asian for the Korean popular culture. Korea wave in Thailand started lately compared to Japan, China . Korea wave influencing every fields not only Thai Drama, Music, Game but also food, cosmetics, life style, product, etc. Purpose of this report: Analyze history and economic effect of Korea wave in Thailand and propose ideal suggestions for Korea and Thailand.

Increasing interest of Korea wave in Thailand ! Introduction Increasing interest of Korea wave in Thailand ! First Korean Drama in Thailand2000 After that 2002===5 Drama 2008=45 Drama 2003~2010:Total 180 Drama on-aired in Thai TV Korean Drama Main factor, boom up korea wave in Thailand Spread Rapidly Rain case

Increasing interest of Korea wave in Thailand ! Introduction Increasing interest of Korea wave in Thailand ! ‘Rain’ first concert in Thailand. [Rainy Day] 2004 first show case in Bangkok 2years after ‘Full House’ shooting, February 26, 2006 Impact Arena concert hall. 10,000seats Ticket sold out within 2days, Ticket price: The cheapest THB900 The most Expensive THB6,000B

Increasing interest of Korea wave in Thailand ! Introduction Increasing interest of Korea wave in Thailand ! JYP audition after concert for searching the second Rain in Thailand. KTCC was main sponsor. More than 300 applicants. Several TV, Newspaper and magazine appear on this audition.

Drama Drama During 4yeras from 2001 – Broadcasted not more than 20 dramas. After 2003 Thai TV and production bought Korean drama competitively. Main TV ch7, ch3, and iTV Broadcasting Korean drama at prime time of weekend.

Drama Number of Korean Drama

Korean Drama Music Dae jang geum Export 65 countries12,000,000US$ 2008 Korean Drama Export Total 180,000,000US$ 2006. 5. Survey for Thai people(by KTCC) 1)Korea image compare with 5 years ago==97% better 2)TV drama effect===62.2% 3)Do you know Rain?==78% yes 4)Korean star model will affect your purchase? 58% positive.

Korean Music Music K-POP Before 2003~2004: European and Japanese music was popular Like Grammy, the largest music company in Thailand, try to buying Korean music and OST. Grammy and Korean album 20079, 200829, 200917, 201013 album new launching during 4years==more than 70 Korean album launching Rain’s first album: sold 50,000 pieces just 2weeks. ‘Full house’ OST album: sold over 50,000 piece.

Korean Music Music Thai music market per year:20,000,000,000B Korean music market share:17.5% 10% increase per year Channel V 2009 Asian music top 50:Korean music 41

Publishing Book Easy to find the ‘Korean book’ ‘Daejanggeun’ began the bestseller in two weeks after published. Thai publishing company, magazine get interest in Korean star , fashion, culture, tour etc. Jamsai published 180 Korean books

Korean Language Korean Thai university adopted Korean language curriculum. 1986: Songkla university adopted Korean language as an optional course. 1989: Chulalongkorn university open Korean language curriculum. 2000: Burapa university: Korean language adopted as a major. 2004: Chulalongkorn university established Korea center. 20 Thai university teaching Korean language.(Major 7 university)

Travel Travel The number of Thai people who visit Korea 2004  Over 100,000 2004~2009, average increasing rate 13.28% per year. After 2004 similar increasing rate with Korean drama number and Korean wave

Travel Travel Year Number Rate(%) Drama 2000 87,883 38.0 1 2001 73,127 -16.0 2002 73,972 1.2 5 2003 78,243 5.8 23 2004 102,588 31.1 8 2005 112,724 9.9 14 2006 128,555 14.0 24 2007 146,792 14.2 21 2008 160,687 9.5 45 2009 190,972 18.8 38

Advertisement Travel Korean Star Advertisement Young generations like Korea. Korean style and fashion. Hope to visit Korea. Want to using Korean product. Cosmetic brand and Snack for youth Korean Model Korean style advertisement, Korea wave marketing. Many Korean star fan clubs in Thailand. Super junior, Bigbang estimate over 200,000

Advertisement Travel Thai women 78.25%:purchased Korean cosmetic Etude House:3,000,000US$ per year Skinfood: 6,000,000US$ per year 2010. 1FTA Fan club 1)Super junior:27,802 2)Total korean fan club:about 200,000

On-line Game Game 2009 Cabal, Luna, RayCity, Special, Force, Audition Top 5 All Korean games 2008 LunaMember 150,000 in 15days after launching Thai on-line game market 3,500,000 users. Korean game market share 71%(2009)

Animation & cartoon Game Dream of jang geum, SF children Drama Why series First step==Expanding more and more with government exporting policy. 2009 korea aim export 830,000,000 US$ Make 6,000 jobs I phone, 3D

Korean government policy. Korean government recognized the importance of Korean wave in Thailand. A few years ago Cabinet council hosted by prime minister. designated Thailand as a ‘Korean wave spreading country’. Anti-Korea symptom in China and Vietnam. The number of Korean company in Thailand=>300(2010)/ Estimate

Economic Effect Policy 2009 Japan+China+Vietnam+Taiwan130,000,000,000 Thai Baht ) 4,062,500,000US$ reported by Korea foundation (한화 4조9336억원(1,300억바트) Same value with Hyundai car 146,000 2005(survey by The Korea International Trade Association) Vat value:40,000,000,000B(400억바트) GDP 0.18% increased. Food and cosmetic exportation increased NHK 2003 Bae Young Joon effect in Japan100,000,000US$

Economic Effect Policy 2009:1,788 (market share below 1%) Hyundai car2007:66 2008:898 2009:1,788 (market share below 1%) Korea Thai chamber of commerce official member 2008=84 2009= 133 2010=155 Korean mobile cintents market share 28% in Sanook.com

Weak point of Korea wave in Thailand - Policy Weak point of Korea wave in Thailand - Copyright problem Broker without responsibility Limitations Just popular for young generation. Movie unpopular Japan contents vigor

Korea wave Expanding condition Samsung economic research institute Policy Korea wave Expanding condition Samsung economic research institute Samsung 2002. Aanjaewook IN CHINA Moniter model:1999 430,000-1,070,000(2000) Lg Kimmamjoo in Vietnam Global group also using korean model Chojiwoo-Christchan d Jeonjihyun-Olympus Leeyoungan sinwha- Cocacola KFC-KIMCHI burger in taiwan

Korea wave in Thailand - Korea wave and product Year Product 1991 Hyundai selling car in Thai market. 1998 Thai university adopted Korean language as a major. 2000 LG began to sell refrigerator. 2001 Korean movie ‘My sexy girl’ got sensation in Thailand. Drama ‘Autumn in my heart’ on air. 2003 Korean on line game ‘Nagnalok’ cause social problem. ‘Winter love song’ on air. Samsung mobile phone V200 hold the second rank in Thai mobile market.

Korea wave in Thailand Product Year Product 2006 2004 ~ 2005 ~ 2005 Thai people visit Korea 100,000 On-line game pang-a serviced. CH7 ‘Full house’ on air, ‘Rain’ effect. Korean cosmetic ‘The face shop’ launched. 2006 CH3 ‘Daejanggeum’ on air. (first Korean history drama) LG using ‘Daejanggeum’ actress as TV air condition model in Thailand. Coca-cola using Korean group ‘Shin-Hwa’ as TV model. Rain, Sin Hwa, Dong bang sin ki concert in Bangkok

Korea wave in Thailand Product Year Product 2007 ~ 2007 Hyundae car re launched 2008 Thai TV on-aired 48 Korean series 2009 on line game market share 71% Skinfood 200,000,000THAI B Thai people visit Korea 190,000 2010 Korean language 20 Univesities super junior fan club 27,802

Korea wave in Thailand Prospect Analysis Korea wave in Thailand Prospect Analysis & Prospect of the Korea wave in Thailand. Similar culture. Thailand Buddhism and Korean Confucianism. Thai people can easily understand and agree on Korean culture seeing Korean TV series. Thai people’s friendly feeling to foreigners. No discrimination to the minority in Thailand. Thailand was the trade center of western and Oriental. The excellence of Korean popular culture. Korea entertainment business developed very fast and strong.

KTCC Movie Hello Stranger As it happened

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