Hallyu, a new tenn coined by Chinese media in 1999, means the big wave of enthusiasm for Korean pop culture that has been sweeping across Asia in last five years. It has continued to succeed through soap operas and films as well as popular music. The trend has recently had a strong impact in Japan w...
Hallyu, a new tenn coined by Chinese media in 1999, means the big wave of enthusiasm for Korean pop culture that has been sweeping across Asia in last five years. It has continued to succeed through soap operas and films as well as popular music. The trend has recently had a strong impact in Japan with wild success of the popular Korean soap opera like Winter Sonata. Now, Hallyu has become more than just a passing fad. What Hallyu has done, directly or indirectly, is get people more interested in Korea and has influenced Korea"s other industries as shown by the recent increase in sales in Asia Furthermore, it has become big business extending far beyond pop culture craze that first fueled it. As a matter of fact, the exporting of the Hallyu-related cultural products reached new heights last year. Film exports skyrocketed by 88.1 percent to $58.3 million in 2004 from a year ago, owing to the growing impact of Hallyu in Japan. Korean films, such as April Snow, is currently very popular. This kind of films has changed foreigners" conception and recognition of what Korean culture is. Many people say the wave will continue in many ways. Hallyu seems to be as strong as ever. However, the Korean cultural industry, a major source of Hallyu, faces hardships because of the lack of systematic market research as well as creative power. In addition, anti-Korean sentiment has recently been sensed in the countries where Hallyu has been most conspicuous. To make matters worse, Chinese government has established the regulations blocking the expansion of Hallyu in China There is no doubt Hallyu will prove short-lived unless necessary systematic and structural support is provided. Undoubtedly, Hallyu-related marketing strategies will give an opportunity to develop a larger and diverse audience for Korean films. Accordingly, the Korean film industry should study ways to further economic outcome of Hallyu to preserve overseas market. Gradually, the government began to take measures and create policies in an attempt to maintain the Hallyu phenomenon. Whether or not Hallyu is going to be around much longer, one thing is certain. Korean films need more overseas audience. In order to do so, Korean film industry should develop foreign partners, global distribution channels and marketing experts with long-term perspective, while trying hard to root healthy culture deep into foreign countries rather than focusing on economic success. If Korean films is really serious about promotion itself more overseas with Hallyu, it should not forget the real Korean Wave that brings foreign audience. In addition, Korea"s one-way flow of cultural products may result in only short-term success of Hallyu. In many parts of the world there still remain significant concerns about one single global culture expanding to dominate media content. Cultural diversity is valuable and should be respectable. Still, the role of culture for protection of diversity is a matter of discussion for enjoying a harmonious inter-relationship with other cultures. Therefore, the innovative uses of Hallyu should be studied, while promoting knowledge of other cultures.
Hallyu, a new tenn coined by Chinese media in 1999, means the big wave of enthusiasm for Korean pop culture that has been sweeping across Asia in last five years. It has continued to succeed through soap operas and films as well as popular music. The trend has recently had a strong impact in Japan with wild success of the popular Korean soap opera like Winter Sonata. Now, Hallyu has become more than just a passing fad. What Hallyu has done, directly or indirectly, is get people more interested in Korea and has influenced Korea"s other industries as shown by the recent increase in sales in Asia Furthermore, it has become big business extending far beyond pop culture craze that first fueled it. As a matter of fact, the exporting of the Hallyu-related cultural products reached new heights last year. Film exports skyrocketed by 88.1 percent to $58.3 million in 2004 from a year ago, owing to the growing impact of Hallyu in Japan. Korean films, such as April Snow, is currently very popular. This kind of films has changed foreigners" conception and recognition of what Korean culture is. Many people say the wave will continue in many ways. Hallyu seems to be as strong as ever. However, the Korean cultural industry, a major source of Hallyu, faces hardships because of the lack of systematic market research as well as creative power. In addition, anti-Korean sentiment has recently been sensed in the countries where Hallyu has been most conspicuous. To make matters worse, Chinese government has established the regulations blocking the expansion of Hallyu in China There is no doubt Hallyu will prove short-lived unless necessary systematic and structural support is provided. Undoubtedly, Hallyu-related marketing strategies will give an opportunity to develop a larger and diverse audience for Korean films. Accordingly, the Korean film industry should study ways to further economic outcome of Hallyu to preserve overseas market. Gradually, the government began to take measures and create policies in an attempt to maintain the Hallyu phenomenon. Whether or not Hallyu is going to be around much longer, one thing is certain. Korean films need more overseas audience. In order to do so, Korean film industry should develop foreign partners, global distribution channels and marketing experts with long-term perspective, while trying hard to root healthy culture deep into foreign countries rather than focusing on economic success. If Korean films is really serious about promotion itself more overseas with Hallyu, it should not forget the real Korean Wave that brings foreign audience. In addition, Korea"s one-way flow of cultural products may result in only short-term success of Hallyu. In many parts of the world there still remain significant concerns about one single global culture expanding to dominate media content. Cultural diversity is valuable and should be respectable. Still, the role of culture for protection of diversity is a matter of discussion for enjoying a harmonious inter-relationship with other cultures. Therefore, the innovative uses of Hallyu should be studied, while promoting knowledge of other cultures.
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