Korean Wave in Order to Be a Lesson to Thailand for Establishing a Thai Wave
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Master Thesis EFO705 A study of the Korean wave in order to be a lesson to Thailand for establishing a Thai Wave Group : 2502 Supervisor : Tobias Eltebrandt Examiner : Ole Liljefors Members : Pavinee Potipan (830218) Nantaphorn Worrawutteerakul (821213) Abstract Title A study of the Korean wave in order to be a lesson to Thailand for establishing a Thai wave Program International Marketing (MIMA) Authors Pavinee Potipan Nantaphorn Worrawutteerakul Tutor Tobias Eltebrandt Key words Korean wave, culture, Hallyu, entertainment Background After having faced the economic collapse in 1998, South Korea government initiated “Hallyu” as a soft power to improve the economic status, export its cultural products and even build the country an image. Hallyu or the Korean wave represented the popularity of Korean popular culture which had spread across Asia. Asian people widely consumed Korean cultural goods by watching Korean dramas, listening to Korean pop music or even doing plastic surgery to look like Korean actors as well as imitating their fashion style. The success of the Korean wave also expanded to other Korean industries such as tourism, food, electronics and so on. Purpose The purpose of the research is to figure out the possibility for Thailand to adopt the strategy of the Korean wave in the interest of creating a Thai wave. The authors will investigate the factors behind the Korean wave success and compare it to Thailand‟s potential that might affect to the creation of a Thai wave. Method The research was conducted with a qualitative approach. Data collection applied both primary and secondary data. Focus groups from three Asian nationalities were used as primary data. The secondary data as a main resource collected from many websites, books, and online articles. Conclusion The factor behind the success of the Korean wave is the government which plays a significant role in creating the Korean wave and expanding it to other countries across Asia. Korean brands like Samsung and LG are also play major roles upon the success of the Korean wave as well. The lack of these factors might be the big obstacle for Thailand to build a Thai wave. Table of Contents 1 Introduction ..................................................................................................................................... 1 1.1 Background ............................................................................................................................. 1 1.2 Objective ................................................................................................................................. 2 1.3 Strategic question .................................................................................................................... 2 1.4 Research question ................................................................................................................... 2 1.5 Scope of the research .............................................................................................................. 2 1.6 Target audience ....................................................................................................................... 3 2 The conceptual Framework ............................................................................................................. 4 2.1 The concepts of nation branding and culture .......................................................................... 5 2.2 Nation branding theory ........................................................................................................... 6 2.3 Element of culture ................................................................................................................... 7 2.4 Onion Diagram ........................................................................................................................ 8 2.5 The Diamond of National Advantage ..................................................................................... 9 3 Methodology ................................................................................................................................. 11 3.1 Choice of topic ...................................................................................................................... 11 3.2 Choice of Theories ................................................................................................................ 11 3.3 Data collection ...................................................................................................................... 12 3.3.1 Primary data .................................................................................................................. 12 3.3.2 Secondary data .............................................................................................................. 13 3.4 Limitation .............................................................................................................................. 14 3.5 Validity and Reliability ......................................................................................................... 14 4 Finding .......................................................................................................................................... 15 4.1 The definition of Korean Wave ............................................................................................. 15 4.2 The beginning of Korean Wave ............................................................................................ 15 4.3 Success of the Korean wave.................................................................................................. 16 4.4 Korean Media Industry and its Cultural Marketing strategy of K-pop ................................. 16 4.5 Consequence of Korean wave ............................................................................................... 17 4.6 Country‟s profile ................................................................................................................... 20 4.7 Country Background ............................................................................................................. 21 4.8 The entertainment goods ....................................................................................................... 21 4.8.1 South Korea .................................................................................................................. 22 TV dramas & Movies ............................................................................................................ 22 Music..................................................................................................................................... 24 4.8.2 Japan ............................................................................................................................. 26 TV dramas & movies ............................................................................................................ 26 Music..................................................................................................................................... 27 4.8.3 Thailand ........................................................................................................................ 28 TV dramas& movies ............................................................................................................. 28 Music..................................................................................................................................... 30 4.9 Nation branding .................................................................................................................... 31 4.9.1 Korean nation branding ................................................................................................. 31 4.9.2 Japanese nation branding .............................................................................................. 33 4.9.3 Thai nation branding ..................................................................................................... 34 4.10 Confucian value .................................................................................................................... 34 4.11 The government role ............................................................................................................. 35 4.12 Focus group result ................................................................................................................. 36 5 Analysis......................................................................................................................................... 38 5.1 Nation branding theory ......................................................................................................... 38 5.2 Element of culture ................................................................................................................. 40 5.3 Onion Diagram ...................................................................................................................... 43 5.4 Diamond Model .................................................................................................................... 47 6 Conclusion .................................................................................................................................... 50 7 Recommendation .......................................................................................................................... 53 8 Reference list ...............................................................................................................................