1. The Korean Wave Korea Story Project December 14, 2014

2. Contents The Korean Wave, its Attractiveness Age of Soft Power Competition Power of Popular culture Secrets of the Korean Wave Concluding remarks

3. Who is your favorite star? (1)

4. Who is your favorite star? (2)

5. K-drama & K-movie

6. Video Clip on K-drama

7. K-pop

8. Video Clip on K-pop

9. K-food

10. Video Clip on K-food

11. The Age of Culture Power Competition The 21 st century is the age of soft power competition Cultural power matters –Rather than military and economic power, which are usually called hard power Rising Concerns with Cultural capability as a new National Power Index –Inter-national, inter-cultural, or even inter-civilization competition

12. Popular Culture Popular culture is the core of soft power Touching other’s heart is the essence of culture that has soft power –Appealing to other’s emotion and feeling through communications and empathy Joseph S. Nye’s discussion on American popular culture –Soft power of American culture, e.g., Disney Animation Movies –Diffused as global culture to the world

13. Still… Hollywood?

14. East Asian Popular Culture Since the 1980-90s, the East Asian cultural industries have grown in the market of East Asian countries In the 1980s, Hong Kong Films, the so-called Hong Kong Noir, gained popularity In the 1990s, Japanese Films were popular –Japanese animation movie  the so- called “Japanimation” –Miyazaki Hayao Based on the infrastructure that Hong Kong and Japan have established, the Korean Wave is now moving forward

15. The Korean Wave Korean popular cultural contents’ Advance into the East Asian cultural market –The Korean Wave: first used by a Chinese journal in the 1990s The Success of Korean dramas –Bit hit of “Winter Sonata” in Japan –“Dae-Jang-Geum” in China The Success of Korean Films K-pop in the 2000s: global expansion What are the secrets of the Success of the Korean Wave?

16. Secret(1): Cultural Power Power of the Korean Wave, its Origin? Korean popular culture and Contents Power in it –Cultural excellency, Cultural uniqueness, Korean Values etc.? –What is the unique “Korean” in the “Korean” Wave? Good Images in the Korean cultural contents –Economic development –Dynamic Korea: social dynamics –Human relationship: filial duty –Life of the Korean people

17. Winter Sonata

18. Dae-Jang-Geum

19. K-drama & Visit Korea

20. Secret(2): Business Industrial and Economic Capabilities –Producing competitive cultural products –Economic development as a back- up factor Technological Capabilities –Innovations in “Culture Technology(CT)” –Creativeness in technology and contents production Business strategies of Korean Entertainment companies –Producing, Training, marketing –3 Big: SM, YG, JYP

21. K-pop Star

22. Business Model Beyond contents production and fabrication –Systematization of producing process –Casting  training  producing  management  contract and financing  album publishing  marketing and promotion Multinational production system of music –Approaching to global audience –Two way system of contents production, diffusion and use Spill over effect to other industries –One Source Multi Use, Particularly Tour Industry Related to Nation branding and images

23. SM Town Concert in Paris

24. Secret(3): Networking Beyond the perspective of soft power and business strategies –A perspective of networking between different cultural elements –Brokerage between American/Western culture and East Asian culture In this view, the Korean Wave is a cultural network managed by Korea –It is possible that cultural code of the Korean wave could developed into cultural networks in East Asia and further in the world

25. Searching for Fusion Code Korea as a Cultural Connector –Strategies of Cultural High Touch –Adding Asian tastes to Western products Presenting “Cultural Fusion Code” –Finding cultural genes in East Asian cultures –And pursuing harmony with Global culture Developing the Attractive Fusion Code of the Korean Wave

26. Secret(4): Social Networks Fan Club Networks –Facebook, Twitter, YouTube etc. –Part of business strategies of entertainment companies South East Asia –e.g., Tai: fandom of Girl’s generation, Super Junior etc. –China: You who came from the Star  mainly through Internet broadcasting and diffusion via SNS Europe: France –Korea Connection The Success of Psy’s Gangnam Style is also affected by Social media

27. Roles of Social Media

28. Future of the Korean Wave The Korean Wave 1.0 –Dramas, Films The Korean Wave 2.0 –K-pop, Idols The Korean Wave 3.0? –Computer game, animation, and other next generation contents? What matters are Openness, Participation, and Sharing

29. Thank You