Korean Cultural Phenomenon

1000 Words4 Pages

Throughout history Korea has been plagued by colonisation, bankruptcy, war and nuclear threats from the North Korean dictator Kim Jong-Un. South Korea has shown in recent years how they can reform and regroup in order to restore both the economy and the people to their respected former glory. Throughout this essay we shall be discussing the cultural phenomenon that is the ‘Hallyu’ wave and what influence modern day Korean stars have on the domestic and international consumer behaviours. “The fields of activities of K-pop stars who mainly focused on singing and dancing have been expanding boundlessly.” (Yoon et al, 2016). Nowadays Korean management companies who control the turnover of talent in the industry intend to cash in on this millennial …show more content…

These attitudes tend to last, (Dalton, Tickle, Sargent, Beach, Ahrens, & Heatherton, 2002) and are reinforced through mass media (Couldry, 2001; Couldry & McCarthy, 2004a, 2004b). The biggest influencer of both older and younger generations is television. South Korean dramas have greatly influenced consumer perception of South Korea and its culture in various constituencies all across the globe. There have been many studies as to why so many young and old consumers relate so much to a country that has a completely different culture and language; the answers are varied as they relate primarily to personal taste. A recent study showed that residents in Hong Kong, who had previously very little ties with Korea and had a negative view on South Koreans primarily due to the Korean Civil War and the growing tensions with North Korea, found that some of the reasons why one would be affiliated and attracted to Korean culture were; ‘It is suitable for my taste’ (28.9%), ‘It is in vogue’ (23.7%), ‘The level of access to the culture is easy because it is in Asia’ (19.1%), ‘There is something to learn from Korean culture’ (16.4%), and ‘It has less heterogeneity than Western culture’ (Samuel. S. Kim, et al, 2008). As South Korea is in a fixed position in general Asian society, it benefits from the luxury of fellow Asian counterparts taking an interest in their

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