Gangnam Style star Psy is grabbing the headlines worldwide - but South
Korea's blossoming cultural sector offers deeper 'soft power' benefits. With his slicked back hair, powder blue suit and goofy horse dance, South Korean rapper Psy, who is in Hong Kong today, turned Gangnam Style into one of the musical hits of the year.
With over 800 million views on YouTube Gangnam Style
has become a cultural sensation, but K-Pop has been around longer than
Psy and its influence has lent a hand in elevating South Korea in the
consciousness of Asia and the world, with effects that go well beyond
the entertainment industry. Culture is helping to bolster the country's
"soft power" and build its influence. It's a success story that may
offer important clues for China as it seeks to use culture to bolster
its own soft power and a reminder of the halcyon days when Hong Kong's
Canto-pop stars seemed destined for global fame.
Psy has topped the charts in Britain and been welcomed in New York by
his fellow countryman, UN chief Ban Ki-moon, who conceded with a grin
that he was no longer the world's most famous Korean. Korean films are
becoming more and more popular among the mainstream - Park Chan-wook's
hit Oldboy is getting a US remake next year - while television shows are winning fans in unlikely corners of the world.
" Huh Jun, a Korean epic historical drama is one of the most
watched shows in Iraq," says Peter Kim Eyungpyo of the marketing
department of the Seoul Metropolitan Government. Korean dramas, he says,
are proving popular in the Middle East.
But arguably the biggest influence of the Korean Wave, or Hallyu as it is called in Korean, has been in Asia.
In Cambodia's capital Phnom Penh, a television station that only
broadcasts the latest in Korean music is one of the most popular
entertainment channels. Korean celebrities such as Rain sell cosmetic
products while companies such as Samsung have been on the ground for
years selling their wares to the Cambodians, including phones marketed
using K-pop stars.
Korean dramas beam into the homes of Cambodians, becoming a hot topic of conversation.
"They tend to discuss the relations among family members, culture,
lifestyle, Korea's development and so on," said Sokharo Hang a
19-year-old media student in Phnom Penh. "Korea is a developed country
in the world. There are so many places to visit, many things to learn,
many wonders to remember in Korea. Korea is one of the most beautiful
countries in the world. That's why we want to visit Korea."
It's this image of opportunity and development that Hallyu has
presented to Cambodians that has translated into greater collaboration
between the countries. In the past five years, thousands of Cambodians
have been going to Korea as labourers and the number is expected to
continue to rise. The number of Cambodians joining the Korean workforce
this year is expected to increase by 40 per cent, filling jobs Koreans
will not take in small-to-medium-sized enterprises. The Cambodian
government expects these workers to remit up to US$80 million back to
the country this year.
There are also other areas where Koreans and Cambodians come
together. More Cambodian women are marrying Korean men, with just a
handful of marriages in 2003 going up to almost 1,000 each year now,
according to the Korean embassy in Phnom Penh.
In Japan, Korean dramas and groups such as Girls Generation and Kara
have been a sensation. Their popularity, however, has turned into a
major headache for the government as it tussles with Seoul over the
sovereignty of the Dokdo islets, known to the Japanese as Takeshima.
Officials from the Liberal Democratic Party even demanded a ban on
Korean content and K-pop after South Korean president Lee Myung-bak set
foot on Dokdo, and the airing of two dramas was postponed after actor
Song Il-guk participated in a swimming protest to defend his country's
rights to the islets.
Despite growing political pressure, broadcasters admitted it was
difficult for them to ban Korean content which is now very much a part
of everyday life.
There is an even more straightforward way to quantify the soft power
benefits of Korean culture - it's bringing in cold, hard cash.
South Korea's music industry earned revenue of just US$120.5 million
back in 2007, according to the International Federation of the
Phonographic Industry, a decrease from a year earlier as a previous
Korean cultural wave declined from its 2005 peak. But as K-pop's
influence spread, profits increased. Revenue reached US$199.5 million
last year, a 65.6 per cent increase on 2007.
The country has largely outperformed China, including Hong Kong's
Canto-pop industry, and Japan, which dominated the Asian music industry
in the 1980s and 1990s respectively. The mainland only earned half of
South Korea's music revenue last year.
Japan, the world's second biggest music market after the United
States, also saw sales shrink by one-fifth. The number of exported music
titles - songs and albums - dropped from 9,095 in 2009 to 7,640 in 2010
amid a global decline of physical album sales, according to the
country's trade association.
Tourism in Korea has also had a major boost.
"We had 10 million visitors from overseas last year. They bring an
economic contribution to society," says Peter Kim. Tourism to the
country has been growing by double digits over the past five years,
around 75 per cent of it driven by Asian visitors, says Kim.
While Kim says it's hard to draw a direct casual link between the
spread of Hallyu and the increasing number of tourists, since 2008 the
Seoul government has been branding the city as the "Hub of Hallyu," much
like Memphis sells itself as the home of Elvis Presley, and plans to
spend US$1 million to promote this image to overseas visitors.
The Korean government as a whole has been actively providing funding
and support to its creative industries, listing culture as a pillar
industry since as far back as 1998. In 2005 it set a clear aim of making
the country one of the world's top five cultural exporters.
It's the kind of investment music veterans in Japan can only envy.
"The Korean government has continuously funded exports of Korean
content overseas for over 12 years, which [has resulted in] the recent
successes of Korean TV dramas, films and K-Pop [around] the world," said
a spokesman for the Recording Industry Association of Japan.
"On the contrary, in Japan the only government support for the music
industry is that for organising the Tokyo International Music Market [a
trade event]."
For its part, Beijing has identified culture as a pillar industry in
the nation's 12th five-year plan and Culture Minister Cai Wu expects
culture to represent 5 per cent of national GDP by 2016.
sumber : http://www.scmp.com/news/asia/article/1094145/how-korean-culture-stormed-world
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