‘18 한 류 백 서 Hallyu White Paper, 2018 Hallyu White Paper, 2018

Contents

1 Introduction to the Hallyu (The Korean Wave) White Paper, 2018 3

2 Hallyu, Again at the starting point 29

1) Hallyu and the social imaginary in Yongjin Won 30 the age of digital technology Professor, Sogang University, Department of Communication

2) Efficacy of Hallyu: Doobo Shim 58 beyond industry, beyond superpower Professor, Sungshin Women’s University, Department of Media Communication

3) Universality and particularity Sujeong Kim 76 of K-pop as a glocal culture Professor, Chungnam National University, Department of Journalism and Communication Studies

4) New media and K-pop Mi-yeon Kim 128 Director of the Kakao 1theK Studio Seok-jeong Kwon Kakao M PD

5) Q&A about Hallyu, Interviewee: Jong-hwan Do 159 the Second Story Poet and politician; member of the National Assembly; former Minister of Culture, Sports and Tourism Interviewer: Ah-young Kim KOFICE research team Introduction to the Hallyu(The Korean Wave) 1 White Paper, 2018 Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 4

A Battle of One A The King of Mask Singer were also sold to the United was remade by Fuji TV in TV was remade by Fuji Good Doctor Candy in My Ear and Hallyu in broadcast programmes in 2018 is Hallyu in broadcast programmes in 2018 The exports of broadcasting contents in 2018 The exports of broadcasting had been aired. The format options of tvN’s tvN’s The format options of had been aired. 300 Voice: was remade by FOX TV in the United States and was sold to in the United States TV was remade by FOX American version the four more countries immediately after reimported to South Korea and aired on PP channels and on PP reimported to South Korea and aired TV). MBC’s (Pooq and Naver OTT 2 of KBS drama This remake was even Japan and received high ratings. characterized by the promotion of exports in formats. Season characterized by the promotion of exports the exports of broadcasting contents, the proportion has been the exports of broadcasting contents, recently decreasing. 87.18336 billion) in the same period. This indicates that while 87.18336 billion) in the same period. for most of terrestrial broadcasting stations had accounted (approximately KRW 126.23424 billion) and independent 126.23424 billion) (approximately KRW KRW programme productions by 31.7% (approximately (approximately KRW 197.97888 billion between 2013 and 197.97888 billion (approximately KRW providers increased by 20.6% 2017), that for programme companies. While the number of exports for terrestrial the number of exports for terrestrial While companies. 7.9% decreased by an annual average of broadcasting stations were driven by programme providers and production were driven by programme Need to change strategies for sustainable Hallyu in sustainable for strategies Need to change programmes broadcast 1. Hallyu in Broadcast Programmes in Broadcast 1. Hallyu Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 5 Asia. They VIKI. 46.66668 billion) was sold to nine countries countries sold to nine was and HOOQ in Southeast Viu, I Can See Your Voice See Your I Can The total film exports in 2017 were $80.364209 In the global market, South Korean broadcasting Korean broadcasting market, South In the global Americas, and iflix, exports decreased by more than 50% despite the 2.2% increase ($41.607247 million, approximately KRW million (approximately KRW 90.14453 billion), showing a 90.14453 billion), million (approximately KRW service This is because technical 32.3% decrease year on year. Time to discover new talents and revise strategies to strategies talents and revise new discover to Time expand into Asia 2. Hallyu in Films decline due to the growing political issues and intensifying decline due to the growing political issues Asia. competition in Southeast in broadcast programmes has the potential for growth due to has the potential for growth due in broadcast programmes probably VODs, but it may the increasing channels and use of Malaysia, and Taiwan, as well as the United States, while as well Taiwan, Malaysia, and Hallyu Turkey. countries except rarely exported to European South Korean broadcasting contents are mainly exported to contents are mainly exported South Korean broadcasting such as Singapore, Hong Kong, Asian countries, Southeast on Netflix and mostly distributed contents are and Hulu in Amazon, VIKI, Fever, are sold through Drama the Malaysia, Philippines, Romania, Cambodia, and Slovakia. Cambodia, and Philippines, Romania, Malaysia, States. Mnet’s Mnet’s States. Bulgaria, Indonesia, Thailand, as China, such worldwide, Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 6

was sold to that hit entire Pororo was sold to the former Along With the Gods Along With South Korean films The export outlet of that competed for Palme d’Or at the Cannes that competed for Palme d’Or at the South Korean films Area Defense (THAAD), Red Shoes & the 7 Dwarfs in 2018 Many films did not receive global attention China was the only country that remained unaffected that remained unaffected the only country China was Burning film exports, and 3.137018 billion) of all South Korean Altitude noteworthy that the steady-selling series Spain and sold many animated films were Film Festival. However, leading the market that had been faltering. It is unexpectedly, except year by 6.7% ($4.057565 sales in Europe also increased year on 4.6979 billion). million, approximately KRW approximately accounted for 67.1% ($27.924327 million, KRW South Korean films, which had been the main importers of Asian countries The dropped to the third and fourth ranks. statistical data on markets for the first time since collecting films. Japan and China, the overseas exports of South Korean Kong. These two countries, which compose most of Greater which compose most of Greater These two countries, Kong. export the target China, are ranked first and second among last three years. and Hong Taiwan opened instead in that is blocked in China High the released in Chinese theatres for have not been officially by the box-office smash Terminal ban on Hallyu triggered by the Asia. Due to China’s for finished struggle despite the occasional service exports signs ahead. now facing warning works, are had which film exports, Korean works. South finished of the technical of foundation on the strong based constantly grown Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 7 ,

Psychokinesis . In particular, . In particular, Along With the Gods the Along With The Drug King , and the films, bring out the potential of South Korean To streaming works by of finished The purchase in order to expand sales that meet the global level. and markets and provide comprehensive services in various and markets and provide comprehensive and stunts sounds, special effects, fields such as visual effects, growth method has ceased to be effective. With the decreasing With growth method has ceased to be effective. develop new technologydemand from China, it is necessary to achieved a remarkable growth thanks to China’s demand for to China’s achieved a remarkable growth thanks of the fact that this VFX, the industry has long been aware global film festivals. of major comparable competitions in South Korean films has Even though the technical service of 2018 in the art house market, was as much as KRW 8 billion. much as KRW 2018 in the art house market, was as average production costsThis is approximately the same as the market. The net production cost of director Lee Chang-dong’s of director Lee Chang-dong’s The net production cost market. global attention in Burning, which was the only film to receive global art house film it is necessary to draw attention to the of Asia such as Hong Kong Filmart, Tokyo’s TIFFCOM, and Tokyo’s Kong Filmart, Asia such as Hong of Screen Singapore. was potential for South Korean films the increase of market participation in the major hub markets supported by the active Illang: The Wolf Brigade Wolf Illang: The sold and began service in 2017, there series that had been other than was nothing notable referred to as are commonly as Netflix, which services such Except for lulled in 2018. (OTT), Top Over the Soviet Union and the Czech Republic. and the Czech Union Soviet Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 8

. This America Produce 101 Produce North Produce 48 Produce Creation 101 Creation in Exports

and which launched its first season regions.

other

in Produce 101 Produce higher

In East Asia, Blackpink with Thai member Lisa was Asia, Blackpink with In East Mnet’s Mnet’s The key market of K-pop was, as always, Northeast as always, Northeast of K-pop was, The key market Idol Producer Idol Producer were suspected of plagiarizing the format of were suspected of plagiarizing the format a huge success, and music was mainly consumed on YouTube YouTube a huge success, and music was mainly consumed on for growth because a certain part of the music industry for growth because a certain part of the Japan. overlaps in South Korea, China, and which shows that there is not only potential but also limitation which shows that there is not only potential idol group AKB48, drawing attention from local consumers. idol group China’s made a new attempt in 2018 under the title made a new attempt in 2018 under the Japanese female programme collaborated with the famous in 2016 and has positioned itself as a successful survival in 2016 and has positioned itself as a One, Wanna and audition programme that produced I.O.I. China. in Southeast Asia. There was a growth of 18% in other regions There was a growth Asia. in Southeast which is higher than in Japan and America, focusing on South of K-pop in the North American market. Furthermore, sales American of K-pop in the North growth of 25.5% in Europe and 37.8% showed an impressive nearly doubled due to the 94% increase year on year, which to the 94% increase year on year, nearly doubled due of BTS fully accelerated the growth indicates that the success Asia focused on Japan and China, but sales growth was and China, but sales growth was Asia focused on Japan significantly BTS conquers the world BTS conquers 3. Hallyu in Music 3. Hallyu Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 9 In 2018, “touring” emerged as a major topic for the In 2018, “touring” emerged The major talking point of Hallyu in music is ‘how in music is ‘how talking point of Hallyu The major . Expansion into markets aside from East Asia was Asia East aside from markets into . Expansion as the official has emerged The Gaon Chart, which * SNS: Social Network Services

* a long-term strategy to enter the overseas market through case in point is Park Jiha, a A local agencies or production. performance art scene. A growing number of teams are seeking A performance art scene. Diversification 4. Hallyu in Performance Art 4. Hallyu in Performance intervening in the charts of digital music websites using illegal intervening in the charts of digital music means. and awareness as the Melon Chart. There is a need for policies and awareness as the Melon Chart. Korea and overseas from to prevent music consumers in South resolved. has not yet secured as much influence music chart in 2011, aggressively expand into those markets. Moreover, the issue of the issue into those markets. Moreover, aggressively expand to be over digital music charts is also yet managerial control return that produce a great loss in terms of inefficient markets to makes it difficult for the industry on investment, which to create yet another BTS’. The industry is relatively cautious is relatively cautious The industry another BTS’. to create yet markets of ‘another BTS’. In particular, about the possibility America, and Europe are considered America, South in North and V and V LIVE. and SNS YouTube such as communication on two-way dependent also Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 10 It , which established her as a rising star in , which established her as a rising star Most remarkably, Korean performing arts are Most remarkably, Musicians who were active in the underground active in the underground Musicians who were and Heo Trio’s performances at the Festival de Musica de Trio’s and Heo Morelia Miguel Bernal Jimenez in Mexico; and the Peru tour Buttons, NST, The Soul Sauce, and Kim Yulhee to Chile’s to Chile’s Yulhee The Soul Sauce, and Kim Buttons, NST, Korean special stage; Noreum Machi En Orbita Festival’s particularly, in the Latin American market. Black String’s tour American market. Black String’s in the Latin particularly, indie bands such as Dead in Chile; the invitation of Korea’s addition to the Western European market, co-production and European market, Western addition to the Asian region, and distribution have been expanding in the advancing into overseas markets on various continents. In advancing into overseas markets on various 35 concerts in 15 countries last year, and received lots of 35 concerts in 15 countries last year, attention. the global techno scene. Yaeji, a Korean-American electronic Yaeji, the global techno scene. also performed York, music artist based in Brooklyn, New countries in 2018 alone, with her January 2018 release countries in 2018 alone, Forget Makes You 12 countries, including Japan and various European nations Japan and various European nations 12 countries, including Gou performed about 130 times in 44 in 2018. DJ Peggy music scene in Korea continued to advance overseas. The continued to advance overseas. music scene in Korea in Me performed 63 concerts in 50 cities rock band Say Sue on overseas tours arranged by a local agency, Sori, based in Sori, based a local agency, tours arranged by on overseas North America. and one invitation performance. Black String, a crossover Black String, performance. and one invitation goes Korean instruments, performs with traditional band that musician who founded the group Sum that performed over ten over ten performed Sum that the group founded who musician tours two Europe through and United States in the concerts Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 11 It is essential to collect information related to It is essential to collect information related Appearances at local market events and participationAppearances at local experts and promoting cultural exchanges through diplomatic experts and promoting cultural exchanges events. overseas. In addition, the foundation for overseas expansion overseas. In addition, the foundation exchange must be established by nurturing international overseas markets and make it available through a database overseas markets and make it available new opportunities to inform performance teams of relevant booking agents out of 55 overseas music business experts. booking agents out of 55 overseas music 22 festival promoters, while Zandari Festa, Korea’s premier Festa, Korea’s 22 festival promoters, while Zandari selected ten local independent music showcase festival, invited the world’s renowned agents including Paradigm invited the world’s as well as Agency, APA and Agency, Coda Agency, Talent attracting attention in the process required for entering the in the process required for entering the attracting attention MU:CON, Fair, global market. Seoul International Music demand. Therefore, the role of booking agents (contractor Therefore, the role of booking demand. relations companies are of contracts) and public in charge in overseas markets are the main drivers of international are the main drivers of international in overseas markets in Peru, Colombia, Mexico, and Brazil, respectively. These and Brazil, respectively. Mexico, in Peru, Colombia, Art Exchange the result of the International performances were Korea. Arts Council by the Project sponsored the contemporary dance company Modern Table, Melancholy Table, Modern dance company the contemporary performed Dance Project and Lee Jung-yeon Dance Company, of Mokwha Repertory Company were all arranged by Centre by Centre arranged were all Company Repertory of Mokwha Ballet, Universal Company, Theatre Nottle Also, Korea. Stage Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 12

. Despite the StarCraft II and League of Legends StarCraft II The League of Legends continued to be popular in 2018, Asian Games in 2018. Battleground In 2017, Korean game exports totalled USD 5,923 In 2017, Korean game Cho Sang-joon won a gold medal in good news which opened up a new horizon for the Korean Team (Lee Sang-hyuk, Kim Ki-in, Ko Dong-bin, Han Wang- (Lee Sang-hyuk, Kim Ki-in, Ko Dong-bin, Han Team won a silver medal, and Yong-in) ho, Park Jae-hyuk and Cho made it to the finals in the in the first as e-sports has been adopted as a demonstration sport in the as e-sports has been adopted as a demonstration 2018. Korea August Asian Games held in Jakarta-Palembang the year and topping the list of best-selling games worldwide. the year and topping the list of best-selling hotter year than ever, The e-sports industry has witnessed a earning USD 1,028 million (about KRW 1.15 trillion) over 1.15 trillion) earning USD 1,028 million (about KRW (about KRW 1.851 trillion ) since 2016, driving export growth 1.851 trillion ) since 2016, driving export growth (about KRW industry. across all other segments in the game year, all platforms exhibited great growth. Especially mobile exhibited great growth. Especially all platforms year, USD 1,636.9 million game export totals have increased by KRW 3.703 trillion), followed by PC games at USD 2,615.52 trillion), followed by PC games at 3.703 KRW Compared to the previous 2.958 trillion). million (about KRW the previous year’s values. Mobile platforms scored the values. Mobile platforms the previous year’s million (about share of game exports at USD 3,274.84 largest million (KRW 6,698 billion), about an 80.7% increase from 6,698 billion), million (KRW The Present and Future of Korea’s Game Industry, Not a Game Industry, of Korea’s and Future The Present Rosy Picture Completely 5. Hallyu in Games 5. Hallyu Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 13 terrified which had Act, Addiction The Korean game market is likely to go through The Korean game market is likely to The percentage of exports of Korean games by The percentage of after another in China, and produced no new hit games. Meanwhile, diverse changes are expected to occur in the Nexon, Netmarble, and NCsoft, which have made Korean Nexon, Netmarble, and NCsoft, which failure one suffered gaming history for the last two decades, a transformation. The “Big Three N” of the game industry, N” of the game industry, Three The “Big a transformation. market is accelerating, showing signs of future changes in the market is accelerating, showing signs trading of games between the two countries. the relevant license from the Chinese government since March the relevant license from the Chinese games into the Korean 2017, while the penetration of Chinese emerged as not only the largest importer of Korean games but as not only the largest emerged No Korean games could obtain also a production competitor. 22.9% since 2016, and the shares of the rest of the countries 22.9% since 2016, and the shares of the that China has proportionately decreased. It is remarkable by Southeast Asia (12.6%), Japan (12.2%), North America Japan (12.2%), North Asia (12.6%), by Southeast share increased by (6.6%), and Europe. Greater China’s major countries is as follows. The largest importer was Greater The largest as follows. major countries is followed with 60.5%, Taiwan) Kong, and China (China, Hong reinforced. industry profits were the players and those engaged in the game industry are being in the game industry and those engaged the players of controversy over the regulation threatened. In addition, game and the polarization of wealth in the “stochastic items” Organization (WHO) included “gaming disorder” to its “gaming disorder” (WHO) included Organization the identity of of Diseases (ICD), Classification International the Game industry, game Health World the As of revival. signs showed the industry, Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 14 It is especially noteworthy that webtoon-based As announced in 2018, the export value of the As announced in 2018, the export value movies and serialised dramas are successfully exported. In and as webtoon IP(Intellectual property)s are exported and and as webtoon IP(Intellectual property)s show rights are concluded. TV contracts for movie and webtoon platforms such as Line Webtoon, Kakao Page, and Webtoon, webtoon platforms such as Line the global market; Lezhin Comics have successfully entered fast pace both in content and platforms in the Korean market fast pace both in content and platforms Several local where digital comics market is stabilised. Digital comics based on web or mobile platforms take a Digital comics based on web or mobile they are growing at a smaller share in the global market but the previous year to USD 32.48 million (about KRW 36.543 (about KRW the previous year to USD 32.48 million from 2014 to 2016. billion) and increased by 12.7% annually Korean comics industry in 2016 increased by 10.7% from Korean comics industry in 2016 increased Diverse Global Platforms 6. Hallyu in Comics for Webtoons of Intelligent Innovation Technological powerful gaming experiences through “v-sports” based on through “v-sports” gaming experiences powerful virtual reality (VR). and promote the development of e-sports as a new marketing of e-sports as a the development and promote to enjoy more players will be able also expected that tool. It is e-sports industry. Apparently, growing interest in e-sports e-sports interest in growing Apparently, industry. e-sports broadcasting of e-sports the growth influence will positively Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 15 The : , a webtoon Gangnam Gangnam and Along with the Gods with the Along , as a localization strategy to Countdown 7 O’clock Along with the Gods: The Last 49 the Gods: The Last Along with Deadpool , and Fabian Nicieza, author of the popular , and Fabian Nicieza, author of the popular Red imposed by Due to the influence of the restrictions What’s Wrong with Secretary Kim with Secretary Wrong What’s , gained popularity. , gained popularity. , showed similar results. On the other hand, the TV TV the other hand, the similar results. On , showed driven by Japanese comics and comic books. Aware of the Aware driven by Japanese comics and comic books. high potential of the Indonesian market, in December 2018, a localization strategy to have digital comics take the lion’s comics take the lion’s a localization strategy to have digital mainly is growth whose market comics Indonesian the in share Kuaikan. Indonesia emerged as a new market with the Kuaikan. Indonesia emerged successfully adopted Webtoon highest growth potential. Line these circumstances, Kakao Friends novel comics launched these circumstances, Kakao Friends novel webtoon platform an exclusive paid service at China's largest anti-missile system (THAAD) deployed by Seoul, it’s been been by Seoul, it’s anti-missile system (THAAD) deployed webtoon IPs to China. Even under difficult to export Korea’s Beijing after last year’s diplomatic row over a US-backed diplomatic Beijing after last year’s American comics, American viewers. appeal to North DC Comics. Naver Webtoon brought in Warren Ellis, author Warren brought in Webtoon DC Comics. Naver of the movie Play cartoon category in sales during first in the US Google and of 2018, surpassing Marvel Comics the first two quarters broadcasting rights to China in 2018. Korean comics fared to China in 2018. Korean comics fared broadcasting rights market as well. Lezhin Comics ranked pretty well in the US series, Beauty TV Blue sold and webtoon platform Mr. at the online comics viewers. Its 2018 sequel, viewers. Its Days 2017, a webtoon-based movie, a webtoon-based 2017, million of 14 with a total hit an instant became Worlds, Two Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 16 wide array of global A Korean literature lies at the core of Hallyu Korean literature lies at the core of Hallyu As webtoons make inroads into the global market, into the global market, make inroads As webtoons publication. Between 2000 and 2003, Korean literary works Thailand, Asian markets including started to make inroads into Korean Literature Expands its Reader Base its Reader Expands Literature Korean 7. Hallyu in Publication platforms. to the profit model in webtoon platforms grow by referring creator of webtoon the Korean webtoon business; the first key role in the success of Lezhin Comics, is pointed out as the key role in the success of Lezhin Comics, most powerful profit-making model. global market is forecast to have a positive effect. In particular, In particular, effect. positive a have to forecast is market global to have played a the “sell out” model, which is considered widespread instead of scroll or cut-styles. Also, a heightened Also, a heightened of scroll or cut-styles. widespread instead business model in the webtoon platform interest in Korea’s Piccoma are becoming popular. With the commercialization the With popular. Piccoma are becoming page-style webtoons will become more of foldable phones, the expansion of mobile comics will be remarkable. Dozens will be remarkable. of mobile comics the expansion are created in Japan. Korea’s of digital comics applications and Kakao, and Japan’s Webtoon Line applications such as local market. Kakao Page acquired Neobazar, an online comics and novel and novel comics an online Neobazar, Page acquired Kakao in the ground gaining has been and in Indonesia, platform Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 17

Award was published Please Look After I Have the Right to Right the I Have series—a first in the TV The Good Son . The novel was exported to the United States the United States was exported to The novel . China took initiative in securing copyrights for China took initiative in securing copyrights —exported in 2009, published in the United States in —exported in 2009, Southeast Asia emerged as a new market. Among other South as a new market. Asia emerged Southeast Thailand is the biggest market for Korean Asian countries, due to the restrictions not sufficient to make up for the loss Against this backdrop, imposed by the Chinese government. Taiwan (traditional Chinese version) as an alternative to the (traditional Chinese version) as an alternative to Taiwan but this was Chinese market (simplified Chinese version), gradually losing interest in the Korean market. During the gradually losing interest in the Korean South Korea targeted sanctions between late 2016 and 2018, Korean publications around 2005; however, it seems to be Korean publications around 2005; however, in 2017, and Jeong You-jeong's You-jeong's in 2017, and Jeong US publisher. the largest on June 5th, 2018 by Penguin Books, history of Korean literature. Also, novelist Pyun Hye-young history of Korean literature. Shirley Jackson was the first Korean writer to win the production company Blue Jar Pictures signed a deal to turn the Blue Jar Pictures signed a deal to turn production company a South Korean best-selling novel into fiction—also reinforced the potential seller list for hardcover US in overseas markets. Furthermore, the of Korean literature Mom best- Times York on the New and ranked 2011, April in early in 2005, demonstrating the potential of exporting Korean of exporting the potential in 2005, demonstrating to the United publications for that matter, literature, and other novel Shin Kyung-sook’s States and Britain. being exported until Kim Young-ha’s novel novel Young-ha’s Kim until exported being Myself Destroy Indonesia, and Vietnam following Japan, Taiwan, and China. and China. Taiwan, Japan, following Vietnam and Indonesia, were literature other than works primarily years, In earlier Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 18 Health (Gimmyoung Food Addiction (Nexus), self-help, and (Nexus), self-help, (Gilbut), Hand Acupuncture To secure the diversity of Korean literature in the To In the Vietnamese market, books on health— Vietnamese In the in the “Survival books, there are five As for children’s which are popular in export of popular literary genres (Sci-fi) Asia. publishing market, especially in Southeast Asian the general non-fiction, as well as literary and SF fantasy, Third, the focus should be on the translation and translation. translators should be interested in translating various kinds of translators should be interested in translating literature, juvenile literature, publications such as children’s global publishing market, three major efforts are required. efforts global publishing market, three major recruited. Second, these First, competent translators should be industry. publishers in Vietnam, so it is likely that the intentions of the Vietnam, publishers in in the publishing current local administration will be reflected Series” of Aiseum, recently released by Nha Nam Publishing, released by Nha Nam Publishing, Aiseum, recently Series” of Educational content is published mostly by state-run Vietnam. Korean language learning are attracting attentions of the are attracting attentions of the Korean language learning readers. Care survival Juice 101 Care Publishers), High), Pieces of You and Blonote, which enjoyed continuous enjoyed continuous Blonote, which and You of High), Pieces readers in 2017 and 2018. popularity among local content for infants and elementary schoolers, as well as schoolers, as infants and elementary content for books (Epik Tablo’s point is case in A literature. young adult publication content, following the Greater Chinese market. Chinese Greater the following content, publication educational in interested have become readers Thai Recently, Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 19 Korean fashion designer brands are distributed Korean fashion designer brands are distributed in China Despite these rosy figures, fashion business Slowing domestic demand in the fashion industry the fashion industry demand in Slowing domestic # through online and offline multi-shops, while extending The the role of the sales lab to handle wholesale business. online shops following at 58.9%. For example, Samsung C&T example, Samsung C&T online shops following at 58.9%. For ANOTHER and Corporation introduced their brands Beaker primarily (68%) through street shops, such as multi-shops, and primarily (68%) through street shops, Therefore, Korea needs separate strategies for the post-China Therefore, Korea needs separate strategies the Chinese market. market while seeking sustainability in according to the revision of the Electronic Commerce Law according to the revision of the Electronic THAAD issue between China and Korea. in China since the of local designer brands, other global brands competing in of local designer brands, other global Dai Gong (peddlers) the Chinese market, and restrictions on has not been that easy. There are obstacles such as the growth has not been that easy. (27%). Further, most brands achieved good results in China brands achieved good results in China most (27%). Further, prefer China the most (43%). (61%), and not surprisingly, entered the Chinese market at 78%, followed by Europe (34%), market at 78%, followed by Europe entered the Chinese Asia States (28%), and Southeast Japan (31%), the United the Global Market and Measures to Nurture Global Brands” and Measures to Nurture Global Brands” the Global Market brands number of Korean fashion designer research, the largest turned businesses attention to overseas markets. According to to overseas markets. turned businesses attention in Status of the Designer Fashion Industry the 2018 “Current Emerging as Key Convergence Content, Korean Fashion Content, Korean as Key Convergence Emerging 8. Hallyu in Fashion 8. Hallyu Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 20 Fashion industry business models are expected to Fashion industry business MUSINSA, chances are that global online platforms such as the e-commerce platform Farfetch and the giant shopping site and international brands and 3 million members as of and international brands and 3 million of Stylenanda and November 2018. Based on the experience online shopping site Stylenanda, and MUSINSA, Korea’s MUSINSA, Korea’s online shopping site Stylenanda, and 3,500 domestic leading online fashion platform boasting company, acquired 100% of Nanda, the Korean lifestyle company, an affiliate company of the make-up and fashion company, model and platforms combined with IT markets must be IT model and platforms combined with cosmetics largest Also, L'Oréal, the world’s established. which enables skipping unnecessary business processes for which enables skipping unnecessary a global business both consumers and brands. In particular, is embracing latest technologies including artificial sensibility, creating an environment and intelligence and virtual reality, blog markets, personal shopping sites, and Instagram markets. shopping sites, and Instagram markets. blog markets, personal that is based on creative At the same time, the fashion industry with huge followings through change, led by “influencers” expanded to the Southeast Asian market including Thailand, Asian market including expanded to the Southeast shop in 2018. York and opened a New and overseas brands are presented together. ALAND, a multi- ALAND, together. brands are presented and overseas customers to new Korean fashion brand store introducing its first Hong Kong flagship in 2012, designers, opened FnC launched “Series” shops, which purchase and sell global which purchase “Series” shops, FnC launched where domestic a “Series Corner,” extended it into brands, and HANDSOME's Tom Grey Hound opened a shop in Paris shop in opened a Hound Grey Tom HANDSOME's KOLON Also, overseas. products the brand to sell in 2014 Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 21 Crisis signals came from China in 2018. Etude Crisis signals came from China in 2018. According to the UN statistics in 2018, South Korea According to the UN patterns of the millennials, and the “face” culture of China. barriers (NTBs) to suppress foreign product imports Non-tariff market's-maintained growth rate of more than 10% due to the market's-maintained growth rate of more the active consumptionexpansion of the middle class in China, mainstream Chinese market in nine years after the withdrawal mainstream Chinese market in nine years is partly explained by the premium This of major road shops. withdrew from the and cost-efficiency in China, in 2010, be pushed out of the local market. Korean brands started to House, The Face Shop, and Tony Moly who had established Moly who had established Tony The Face Shop, and House, high-quality themselves as icons of “Masstige,” touting 23.2%. years, more than double that of Japan which is the second- years, more than double that of Japan industry with a rate at fastest growing country in the cosmetics States, and Germany—the traditional cosmetics powerhouses. traditional cosmetics powerhouses. States, and Germany—the of 40.3% for the past five Korea showed an annual growth rate (otherwise not ranked in the global top ten) ranked fourth in the global top ten) ranked fourth (otherwise not ranked in 2017, following France, the United in cosmetics exports Crisis Korea’s High-flying Beauty Industry Faces Impending Beauty Industry Faces High-flying Korea’s 9. Hallyu in Beauty 9. Hallyu Net-A-Porter will emerge. Net-A-Porter Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 22 Market reorganization and distribution will Market reorganization The analysis of exports of major countries showed countries showed of exports of major The analysis are more likely to acquire domestic brands as they prefer are more likely to acquire domestic brands ones. acquiring brands to launching brand new launches, are between brands and influencers, or brand global companies becoming more common. In addition, new fast-growing local brands and global brands. Meanwhile, new fast-growing local brands and global active collaboration indie brands are expected to grow as accelerate due to intensifying competition given the various accelerate due to intensifying competition the US, Japan, Vietnam, and Russia are clearly on an upward Vietnam, the US, Japan, trajectory. exports displayed a downward curve for Greater China, as exports displayed a downward curve while markets for and Hong Kong cases, Taiwan observed in high popularity of Korean beauty products as well as steep Korean beauty products as well as steep high popularity of The latest three-year trend of Asia. growth in Southeast had the largest share at 65.9%, followed by Southeast Asia Asia followed by Southeast share at 65.9%, had the largest proportionately America (9.1%), showing (10.8%) and North emerging Vietnam market was recorded at 2.7%, ranking market was recorded Vietnam emerging time in 2018. By region, Greater China fourth for the first Kong, and Taiwan) with a share of 63.4%, followed by the followed by with a share of 63.4%, Taiwan) Kong, and for pointed out as a potential substitute US (8.6%) which is newly Japan accounted for 4.8%, and the the Chinese market. that the largest importer was Greater China (China, Hong Greater China (China, importer was that the largest and protect local industries in ways other than tariffs also had than tariffs other in ways industries local and protect influence. a great Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 23 While agricultural and marine product exports have While agricultural and marine product and fishery agricultural, marine, In 2018, Korea’s Asian region, it is still not well-known in major European cities. Based on the top 3 (5+6+7 points), Dubai (79.8%) was recorded at 54% in 2018—a 10% fall from the previous was recorded at 54% in 2018—a 10% enjoys high recognition in the While Hansik 64.1%. year’s respondents from the world’s 16 cities) released by the Korean respondents from the world’s food recognition Food Promotion Institute (KFPI), Korean food market has a long way to go. According to the 2018 food market has a long way to go. Survey report (9,600 Global Korean Food Dining Industrial been steadily improving, Korean food (Hansik) in the global been steadily improving, Korean food (6.3%), Oceania (2.6%), Russia (2.3%), Central and South (6.3%), Oceania (2.6%), Russia (2.3%), Africa (1.7%), and India (0.5%). America (1.9%), was followed by Japan (22.4%), Southeast Asia (18.9%), was followed by Japan (22.4%), Southeast America (12.9%), the Middle East (9.6%), Europe North by country was highest in the Greater China region (24.7%) in the Greater China region (24.7%) by country was highest China Greater Taiwan. comprised of China, Hong Kong and beverage, mackerel, beer, ramen, ginseng, and chicken. The ginseng, and chicken. ramen, beer, beverage, mackerel, and fishery products forestry, export portion of agriculture, year—a 1.7% increase from the previous year’s USD 9.1 from the previous year’s year—a 1.7% increase 10.27 trillion). Exported items included billion (about KRW exports amounted to USD 9.35 billion (about KRW 10.5 to USD 9.35 billion (about KRW exports amounted highs for the third consecutive trillion), marking record Korean Food Tempts Global Consumers Tempts Food Korean 10. Hallyu in Food Hallyu 10. Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 24 In 2018, Korea’s distribution industry suffered at at distribution industry suffered In 2018, Korea’s 7 stake with the local company Sonkim Group, and opened 29 convenience stores with the first store established in Ho Chi well. Convenience store brands also started to target the Asian the to target well. Convenience store brands also started 3-to- a with company joint-venture a GS25 established market. and Mexico markets. CJ expects that the Korean-style fast- and Mexico markets. CJ expects that in the local market as food meal, its staple item, will succeed the second largest frozen pizza maker in the United States, frozen pizza maker in the United States, the second largest in the US, Canada, securing a bridgehead for Korean food Mart's representative PB products Only Price, Yorihada and and Yorihada Price, Mart's representative PB products Only acquired Schwans, in the vanguard. CJ Cheiljedang Choice L earnest. Lotte is expanding its overseas business in Vietnam Vietnam business in earnest. Lotte is expanding its overseas with Lotte and Indonesia, and is expanding its business in December 2018. It has become the first based company, the US market in domestic distribution specialist to enter their eyes toward the global market. Shinsegae Group’s global market. Shinsegae Group’s their eyes toward the Food Holdings, a US- E-Mart announced it will acquire Good home due to tightening government regulations and shrinking government regulations and shrinking home due to tightening distribution companies turned large consumer confidence; was 50.9% and 43.9% in the 40s and 50s group, respectively. in the 40s and 50s group, respectively. was 50.9% and 43.9% and London (42.3%). The recognition of Hansik was also of Hansik was The recognition (42.3%). and London rate in major cities, and the highest examined by age group It among those in their 20s and 30s. was found to be 58.1% Recognition level was the lowest in Tokyo (28.2%), followed (28.2%), followed Tokyo in level was the lowest Recognition (37.7%), Rio de Janeiro (33.2%), Paris (35.5%), by Rome scored most-wide recognition, followed by Jakarta (75.3%), (75.3%), Jakarta by followed recognition, most-wide scored (64.2%). Angeles and Los (70%) Shanghai (74.5%), Beijing Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 25 the all-time lower than The figure is 11% The number of foreign tourists visiting Korea The number of foreign tourists visiting A buzzword in global food trends is “health.” For is “health.” trends global food in buzzword A THAAD issue which broke out in 2017 (4.17 million, a 48.3% since the fourth decrease since the previous year). However, (6%), Hong Kong (4%), Thailand (4%), and Malaysia (3%). Thailand (4%), and Malaysia (3%). (6%), Hong Kong (4%), in the wake of the Chinese tourist figures sharply declined 2018 is as follows: of tourists visiting Korea by nation in (7%), the United States Taiwan China (31%), Japan (19%), high of 17.24 million in 2016, but it is still an encouraging high of 17.24 million in 2016, but it is The share THAAD issue. sign of recovery just a year after the has increased by 15.1% to 15.35 million (Korea Tourism Tourism (Korea has increased by 15.1% to 15.35 million 2019). Organization, 11. Hallyu in Tourism Hallyu in 11. Reform is Undergoing a Radical Tourism Hallyu point for Hansik to position itself in the global arena. point for Hansik to emerges as a healthy alternative, emphasizing craftsmanship, as a healthy alternative, emerges a good reference and a moderate way of living. It is simplicity, keywords, Hansik has great potential in the competition potential in the competition Hansik has great keywords, Washoku in the international market. with other ethnic food integrates the “Mediterranean Diet,” (Japanese food) that the world’s best chefs who seek uniqueness and excellence, and excellence, chefs who seek uniqueness best the world’s trend a trend. Given these food has become fermented Minh in January 2018. in January Minh Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 26 that to the Korean Mr. Sunshine Mr. drama TV The Solitary Gourmet Season 7 The following are the characteristics of the tourists The following are the characteristics In 2018, a hot issue of Hallyu tourism was the 2018 tourism was the hot issue of Hallyu In 2018, a for Korea’s inbound tourism are generated, centred on healing inbound tourism for Korea’s the long- With such as aesthetic and spa products. and beauty, phenomenon, the Korean-style makeup (Ulzzang makeup) and phenomenon, the Korean-style makeup As such, new needs fashion, is popular among young people. visiting Korea, by country. In the case of Japan, a new Hallyu visiting Korea, by country. distortions of history, and diplomacy and security matters and diplomacy distortions of history, related to North Korean nuclear issues. attempt to reverse the frozen market atmosphere of Korean attempt to reverse the frozen market atmosphere over the tourism in Japan due to persistent controversies Japanese drama content. It was an location in association with Korean tourism about 400,000 tourists in just two months since its opening. about 400,000 tourists in just two months invited the popular Organization Tourism Meanwhile, Korea survival and military experience centres, is a barracks-themed experience centres, is a barracks-themed survival and military has accommodated park incorporating Hallyu culture. It aired from July to September in 2018, was under the spotlight September in 2018, was under the spotlight aired from July to Sunshine Land, composed of as a new tourist attraction. the history of the Winter Olympics. In addition, Sunshine Olympics. Winter the history of the filmed the Land, the studio that Pyeongchang Winter Olympics. It is a major global event Olympics. It is a major Winter Pyeongchang in athletes from 92 countries—the largest attended by 2,920 visiting Korea in 2018, increasing the number of Chinese the number in 2018, increasing visiting Korea to 4.79 million. 14.9% year-on-year tourists by quarter of 2017, China’s sanctions on group tourism have tourism on group sanctions China’s of 2017, quarter continued tourists Chinese and individual eased, gradually Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 27 It is necessary to diversify Korea’s inbound It is necessary to diversify Korea’s According to Korea Tourism Organization’s Travel Travel Organization’s Tourism According to Korea accommodate citizens of new southern countries, who are expected to visit Korea in growing numbers, since December tourism market to promote tourism industry. As a part of such tourism market to promote tourism industry. expanded to multi-visa (C-3) applications have been efforts, the most effective in attracting visitors to Korea. in attracting the most effective promotion that showed the image of tourist sites naturally promotion that showed the image of tourist of the characters, was following the movement and emotions from travelling sites” (24.4%). In other words, rather than from travelling sites” (24.4%). In other storytelling simply listing and delivering tourist information, “recommendation of friends and acquaintances” (26.5%), “recommendation of friends and acquaintances” and reviews and upon the “introduction of travel sites, answers allowed), followed by “TV shows introducing travel shows introducing travel answers allowed), followed by “TV SNS or blogs” (28.4%), sites” (36.8%), “travel reviews from one of two foreign tourists visiting Korea decided to visit by tourists visiting Korea decided to visit one of two foreign (55.6%, multiple dramas and movies” TV “watching Korean Demand Survey for Individual Tourists in the Winter (2017), Winter in the Tourists Individual Demand Survey for fan club is what usually attracts the affiliated with a local audience. targeting Hallyu fans in Taiwan, offer visits to the drama visits to the offer Taiwan, fans in Hallyu targeting case of K-pop concerts and fan meetings shooting sites. In the company similar to those in Japan, the agency Taiwan, in have increased by 20.5% year-on-year in 2018, exceeding one in 2018, by 20.5% year-on-year have increased products of the Korean tourist the first time. Most million for standing popularity of Hallyu and the expansion of various of the expansion and of Hallyu popularity standing Korea visiting Taiwan in people routes, Chinese transportation Hallyu White Paper, 2018 | Introduction to the Hallyu White Paper, 2018 28 value, is of great economic This inflow infrastructure should be considered for expansion and local be considered for expansion and local infrastructure should future. distribution of foreign visitors in the direct flights many as 28 airports offering Japan, which has as expansion of the transportation An overhaul and to Korea. major airports (in Incheon, Gimpo, Gimhae, Daegu, and Jeju) Gimpo, Gimhae, Daegu, and major airports (in Incheon, This is far behind international routes. are actively operating of the “20-Million Foreign Visitors to Korea” also requires to Korea” also Visitors Foreign of the “20-Million dispersion of foreign tourists. Currently, the policy of regional five airports in Korea, but only there are eight international country. visiting the realization The follows. of illegal immigrants but the problem expected is process the visa issuance of Simplification 2018. of tourists in the number increase to an immediate to lead Hallyu, Again 2 at the starting point*

* This is the manuscript of Part II and The Korean original (PDF) is available at 2nd articles of Part III, “Hallyu’s significance KOFICE’s webpage (http://kofice.or.kr/ for us,” of the book Hallyu, Again at the b20industry/b20_industry_01_view.asp?seq Starting Point, published in May 2019. =1002&page=1&find=&search=). 1) Korean Wave and the social imaginary in the age of digital technology

Yongjin Won (Professor, Sogang University, Department of Communication) Hallyu White Paper, 2018 | Hallyu, Again at the starting point 31 We the The same goes for The social imaginary changes over time. The The social imaginary changes over time. The social imaginary underlies every social group every social group imaginary underlies The social For example, the social imaginary of the current young generation familiar with the global popularity of Korean change takes either an expansive or a contractive direction. change takes either an expansive or a if not explicitly, that the social imaginary is the backbone of a that the social imaginary is the backbone if not explicitly, community. Taylor, who analysed it from the ideological, nationalist, and who Taylor, of them agree, All modern political perspectives, respectively. social imaginary has been highlighted by several scholars social imaginary has been highlighted Anderson, and Charles Benedict Althusser, such as Louis about the issues surrounding us based on our social imaginary about the issues surrounding us based The importance of and arrange our social life accordingly. nation over the vicissitudes of history. This relationship goes This relationship goes nation over the vicissitudes of history. form thoughts and opinions We beyond the national identity. is thus almost impossible to live without imagining ourselves to live without imagining ourselves is thus almost impossible relationship with the as Koreans living in Korea in a love-hate can hardly survive in this world without the social imaginary in this world without the social imaginary can hardly survive It as members of a social group. about our living conditions question, “What would people living outside our country look people living outside our country question, “What would arises from our social imaginary. like?” Such questioning (Taylor, 2004). For instance, all Koreans have a shared have a shared instance, all Koreans 2004). For (Taylor, be them ask themselves, “What would imaginary that makes the world?” position in our country’s 1. Period between Uruguay Round and Round Uruguay between 1. Period BTS Hallyu White Paper, 2018 | Hallyu, Again at the starting point 32 the benefit of With Let us take the phenomenon of globalization as an Let us take the phenomenon the Uruguay Round underlay the slogan. hindsight, it may be said that the mainstream imaginary about of an extremely passive and defensive attitude. The promise attitude. of an extremely passive and defensive responding wisely to to protect the domestic rice market by In contrast to its competitor?” was one of the such slogans. was indicative seemingly aggressive approach, this slogan issued a series of pompous slogans for globalization as issued a series of pompous slogans for is your global the government policy direction. “Who storm of globalization hit Korea during the Kim Young-sam Young-sam the Kim storm of globalization hit Korea during The government 1993. administration that came to power in campus. Not long ago, however, globalization seemed like globalization seemed campus. Not long ago, however, The slogans. a stranger approaching us, chanting political lives through media coverage, changes in the streetscape, and lives through media coverage, changes students on the school an increase in the number of foreign example. We are directly exposed to globalization in our daily are directly exposed We example. change citizens’ attitudes and behaviours, inducing them to attitudes and behaviours, change citizens’ issues. take new steps on specific society’s image. Althusser even noted that the imaginary is a Althusser even noted image. society’s imaginary even The changes in the social materialistic entity. nor should it be dismissed as a generational gap. It leads to a generational gap. it be dismissed as nor should It has a tangible impact on society. social action and, thus, solidarity and to determine social has the power to organize try to memorize the lyrics. The rationale for highlighting this for highlighting The rationale the lyrics. try to memorize mere notion, social imaginary a that neither is the change is pop music (K-pop) cannot be the same as that of the older that of the same as be the cannot (K-pop) pop music and pop songs Anglo-American sing would who generations Hallyu White Paper, 2018 | Hallyu, Again at the starting point 33 Thus, the Now that Bangtan Sonyeondan (Bulletproof Boy Now that Bangtan Sonyeondan (Bulletproof abroad, who are eager to fly to the United States (US) to cheer BTS and wait overnight in front of the UN building to meet of habits, intentions, and actions common to the members of of habits, intentions, and actions common of fans, both at home and There is no dearth a social group. footsteps. through the world with more confident potential shape of a set social imaginary is not a notion but a also to domestic affairs because most citizens view and rate also to domestic affairs They walk domestic events within the global framework. their tone towards the world, and their gaze at the world has their tone towards the world, and their apply The changed attitudes gained more self-assurance. Nations (UN) General Assembly event, the social imaginary Assembly event, the social imaginary Nations (UN) General Koreans have changed and attitudes have completely changed. Scouts; hereinafter “BTS”) has spoken to the world at a UnitedScouts; hereinafter “BTS”) has spoken and behaviours towards the world now are distinctively the world now are distinctively and behaviours towards from those prevailing at that time. different turn determined the scope of the imaginary. The perception of scope of the imaginary. turn determined the arising from it, and the attitudes globalization, the imaginary represented its political commitment to protect the Korean commitment to protect the Korean represented its political in tsunami of global competition, which economy from the at that time is quite different from the current one. The slogans current one. from the is quite different at that time did not administration, which Young-sam issued by the Kim issues for lack of realistic implications, transcend political maintained this stance throughout the presidential term until it the presidential this stance throughout maintained with globalization imaginary associated The social collapsed. the world was built around the frame of “protecting Korea in Korea in of “protecting the frame built around was the world had administration Young-sam The Kim offensive.” a grand Hallyu White Paper, 2018 | Hallyu, Again at the starting point 34 This is a difficult task given its significance. The social imaginary embodied in behaviours and The social imaginary of reason over irrationality achieved through education and has become the foundation of interpersonal communication, is a matured capitalism, a functioning democracy albeit in a a matured capitalism, a functioning democracy and dominion formal sense, and the eradication of superstition of economic, political, and cultural elements. It is obvious of economic, political, and cultural elements. of which formed as a result that our new social imaginary, arguing that the social imaginary shared by society is a that the social imaginary shared by society arguing society consisting harmonized whole of various strata of making an erroneous description of relationship formation. making an erroneous description of relationship Althusser proposed a concept of “over-determination,” of behaviours. attempt at That being said, it would also be a dangerous is socially meaningful to identify the main causes of change in is socially meaningful to identify the changes in attitudes and the imaginary and the accompanying region because the social imaginary is created from a fusion of social imaginary is created from a fusion region because the For this reason, it various conditions of life in a given region. differences. Teenagers living in one region have an imaginary living in one region have an imaginary Teenagers differences. contemporaries living in another from that of their different actions keeps changing according to the temporal and spatial according to the temporal and spatial actions keeps changing interregional and course, intergenerational conditions. It has, of turn has changed the colour, atmosphere, and communication atmosphere, and communication the colour, turn has changed as a whole. style of the society Such changes in the social imaginary have changed the have changed in the social imaginary Such changes in which the members of society, behaviours of attitudes and and congratulate the band. Over the last decades, the social the the last decades, Over the band. and congratulate in magnitude. growing along with changed has imaginary Hallyu White Paper, 2018 | Hallyu, Again at the starting point 35 (ARMY)? Youth Young-sam in the period What happened It was the government that asked “Who is It was the government that asked “Who M.C. for Adorable Representative as a counterattack to the European Union (EU), which was The Korean formed in 1993 as an economic trading bloc. in an attempt to unite the world market. In 1994, the North in an attempt to unite the world market. was launched Agreement (NAFTA) Trade American Free development strategy. In 1995, the US government stepped In 1995, the US government development strategy. (WTO) Organization Trade World to launch the up its effort constitutional history. At that time, globalization was At that time, constitutional history. of the US national embraced without a proper understanding to the globalization slogans issued by the Kim Young-sam Young-sam the Kim to the globalization slogans issued by in Korea’s administration, the first civilian government academics circulated the slogan. The press was cooperative academics circulated the slogan. was also favourable with the government, and the academia your global competitor?” during the Kim the radio, and administration, and newspapers, the television, 2. Digital Globalization fandom of the Uruguay Round and the current phase of globalization current phase of Round and the of the Uruguay phenomenon in which BTS is making as manifested by the the world stage together with its global news every day on over the last 25 years? imaginary the time fabricated around phase of globalization between the different from the earlier social imaginary. What conditions, in conditions, What imaginary. social the earlier from different social in our change this dramatic caused have then particular, Hallyu White Paper, 2018 | Hallyu, Again at the starting point 36 capital, As regulations on the The main strategies set out by the government in pursuit of realizing its globalization slogans were the research, and became the main actors in the globalization research, and became the main actors discourse. imminent economic crisis, enjoyed the trend at full throttle, imminent economic crisis, enjoyed the landing more ads and conducting globalization-related its willingness to engage with the world powers. The media powers. its willingness to engage with the world a warning against an and the academia, instead of sounding and Korea raised the of the first Korean kingdom, 2333 BC), the OECD, declaring flag of globalization higher by joining television, and satellite broadcasting, started their businesses. television, and satellite broadcasting, legendary founder (the Tangun It was the greatest boom since and news industry also as the number of ads increased and and news industry also as the number broadcasting, cable its sub-industries, such as local private inflow items in the wake of a large and purchasing luxury in the news media There was a boom of foreign currencies. foreign currencies increased. Although the current account Although the current increased. foreign currencies Koreans enjoyed traveling abroad balance was still negative, short- and financial markets were loosened, foreign exchange, flowed into Korea and the volume of term foreign capital sam administration relied on the power of the media to put the power of the relied on sam administration impromptu policy measures it pursued in place a series of without sufficient preparation. without thoroughly examining them, issued globalization them, issued globalization examining without thoroughly Young- Kim The choice. the key national policy slogans as government, which misinterpreted a series of measures of measures a series misinterpreted which government, trend as an international market the world for expanding Hallyu White Paper, 2018 | Hallyu, Again at the starting point 37 It was the Internet that best explained the message in message the explained best that Internet the was It club) all over the world. Newspapers and the television also reported the news and treated it as an event with high news the BTS speech analyzing each word, shared its implications, the BTS speech analyzing each word, (BTS fan ARMY of and faithfully forwarded the reactions the social imaginary. attitudes unaware of their own destiny. Yet, they were the Yet, attitudes unaware of their own destiny. opinions and influenced mainstream media that created public monitoring the conditions and offering constructive criticism. monitoring the conditions and offering weak practices and displayed They indulged in ineffective of modernity, brandished the sword of media power. Thus, brandished the sword of media power. of modernity, their inherent role of they neglected enjoying their power, entering the modern era, the newspaper and broadcasting entering the modern era, the newspaper themselves and agents companies, products of the modern age social imaginary at the time was the mass media centred on the time was the mass media centred social imaginary at As Korea was the newspaper and broadcasting industries. a nation-state-centred perspective, and enjoyed the booming perspective, and enjoyed the booming a nation-state-centred led the The big hand that built on sand. national economy globalization, the newspaper and broadcasting industries and broadcasting industries globalization, the newspaper discourse, steering its direction towardscreated a globalization creating the globalization discourse. The broadcasting The broadcasting globalization discourse. creating the globalization policy the government’s industry also supported While discussing left no other choice. under conditions that companies, which were at the forefront of the process of forefront of the which were at the companies, role in played an important nation-state, also creating a Korean-style and economy of the national “solidification” newspaper The mainstream trends. to global responses Hallyu White Paper, 2018 | Hallyu, Again at the starting point 38

and television/radio, the newspapers, from shift The Entering the new millennium, the Internet became Entering the new millennium, home and abroad appears on the timeline teeming with BTS’s home and abroad appears on the timeline teeming with BTS’s talk shows, Americas, television activities in the UN and the transformation within the media. By accessing the Internet the transformation within the media. a plethora of related information at YouTube, and playing industries. that goes beyond magazines to the Internet has a significance greater, more dynamic, and pan-national as compared with greater, and broadcasting the centennial history of the newspaper began to grow to the extent of impregnating the character of began to grow to the extent of impregnating past two decades is Korean capitalism. Its growth over the International Monetary Fund (IMF)-regulated economy. As the economy. International Monetary Fund (IMF)-regulated information industry dot-com and venture boom ensued, the gained a foothold as the country’s new hope, driven by the gained a foothold as the country’s industry to end the national policy that defined it as a new the new media star, pushing aside traditional mass media, such pushing aside traditional the new media star, industry The IT media. as legacy TV as newspapers and the original content was unrecognizable. original content was by legacy media. They created, distributed, and enjoyed They created, by legacy media. intermingled to the point where the intertextual content media, including YouTube, Instagram, Twitter, and V LIVE, V and Twitter, Instagram, YouTube, media, including were, of The content makers related details. propagated all the not professional producers employed course, Internet users, reactions of the global fandom. However, the Internet did the However, of the global fandom. reactions The new failed to do or missed. media what the mainstream value but did not dive into its content, such as the meaning as the meaning such its content, dive into but did not value and the circumstances, personal the artists’ message, of the Hallyu White Paper, 2018 | Hallyu, Again at the starting point 39 as a surprise. Now, such as a surprise. Now, VJ Commando The reason for paying attention to the changes The reason for paying attention to the among Korean households has been increasing continuously: 49.8 % in 2000, 63.2 % in 2001, 70.2 % in 2002, 74.8 % in 2005, 1998. According to the June 2009 report of the International 1998. rate Union (ITU), the Internet penetration Telecommunication place since the commercialization of asymmetric digital place since the commercialization of Internet service, in subscriber line (ADSL), a broadband Korea witnessed a rapid and dramatic change in its media, Korea witnessed a rapid and dramatic This dramatic change has taken unprecedented in any society. that occurred in Korean media in the period between the that occurred in Korean media in the is due to the fact that Uruguay Round and BTS is simple. It of the public. type of media can be regarded as the imagination and action of action and imagination the as regarded be can of media type through the participation the public because it is possible only into our daily lives as the first thing imaginary is integrated This new morning. that catches our eye in the media every available. In the past, it would have been limited to television it would have been limited to television available. In the past, in features presented content through collaborations. This was beyond imagination This was beyond content through collaborations. when no broadband network was in the pre-2000s period are also posted. Such intertextuality multiplies information multiplies Such intertextuality are also posted. multinational fans Besides crossing borders, by infinity. posts and enjoy BTS YouTube through encounter each other comments basically accompanies each video. Secondary source each video. Secondary basically accompanies comments source videos or linking primary criticizing, videos parodying, surprise meetings with fans, reaction videos, concert ticket concert videos, fans, reaction with meetings surprise of long list A items. many other and gift videos, surprise Hallyu White Paper, 2018 | Hallyu, Again at the starting point 40 Imagining the world and living conditions through Imagining the world and living conditions According to the OECD Broadband Statistics Statistics Broadband OECD to the According succeed with excellent cultural industry alone and without the conditions supporting its distribution and appreciation. Wave often end with an examination of Korean factors. Wave cannot Wave Korean Such a discussion is partial discussion. become ubiquitous as the basic infrastructure for imagining become ubiquitous as the basic infrastructure the success of Korean the living conditions. Discussions on globalization. It needs to be kept in mind that similar things globalization. It needs to be kept in mind the Internet has are happening outside of Korea, where that should not escape our attention about the globalization that should not escape our attention about away from trend is that hardly any society has steered the Internet is not a phenomenon limited to Korea. Something the Internet is not a phenomenon limited community that has shifted the imaginary about its own and community that has shifted the imaginary other community. outside worlds more quickly than any 2019, is the society that has achieved the fastest and broadest that has achieved the fastest and broadest 2019, is the society a This suggests that it is digitization in the new millennium. and wireless Internet use at home and Internet use through use at home and Internet use through and wireless Internet April in 5G service the launched which Korea, devices. mobile million. It is no exaggeration to say that Korean society as a to say that Korean society million. It is no exaggeration the Internet, with account taken of wired whole is linked to countries. This is nearly double the OECD country average of country average of double the OECD This is nearly countries. the number of mobile end of the same year, As of the 54.3 %. in Korea exceeded by 100 %, at 52.5 phone subscribers Update, Korea’s high-speed wireless Internet penetration wireless Internet high-speed Update, Korea’s among the member the highest % in 2011, rate was 100.6 78.4 % in 2006, and 80.6 % in 2009. By 2010, it rose to 95 %. it rose By 2010, % in 2009. and 80.6 % in 2006, 78.4 Hallyu White Paper, 2018 | Hallyu, Again at the starting point 41 that there is no significant gap When it is verified If we attribute the changes in Korean society and its If we attribute the changes in Korean to-digital evolution but that the world has chosen it as the technology that suits its lifestyle and that digital technology in society and its imaginary. This gives room for the narrative This gives in society and its imaginary. from the analogue- that digital technology has not arisen in society and its imaginary take place, the introduction of in society and its imaginary take place, changes of the outcome the been have could technology digital as a cause-effect phenomenon. If it is understood as technology phenomenon. as a cause-effect in which changes that Korea accepted promptly in the process the so-called technocratic discussion. Care should be taken to the so-called technocratic discussion. society and technology not simplify the relationship between we confine ourselves to imaginary to digital technology alone, technology can engender a social imaginary different from different technology can engender a social imaginary previous ones. on this recognition. This means that communication with the This means that communication with on this recognition. by global digital outside world through the network connected to the same generation, the imaginary is consolidated. It the imaginary is consolidated. It to the same generation, and is led to another imaginary based meets with sympathy Instagram. belonging non-Koreans and Koreans of imaginary the between previous generations but similar to that of the same generation to that of the generations but similar previous to the Internet, This can be ascribed living in other countries. Facebook, and Twitter, YouTube, as demonstrated by members of Korean society consuming new media about the consuming new media of Korean society members Koreans in from that of the may be different living conditions The conditions that enable Korean Wave to land on its feet on its to land Wave Korean that enable The conditions the of The imaginary a basic criterion. as be discussed should Hallyu White Paper, 2018 | Hallyu, Again at the starting point 42 Although digital technology allows us to imagine Although digital technology conditions different from those in the past. from those conditions different targets of hate speech are accessible through digital platforms, of hate speech are targets communicate through and those who indulge in such speech television, and the negative content gives rise to a new social television, and the negative content gives Online hate speech creates the awareness that the imaginary. China, Europe, and the Americas. Such information is also China, Europe, and the newspapers and the disseminated on the Internet, not through nationalist rhetoric or racist remarks), which can even escalate nationalist rhetoric or racist remarks), are happening in Japan, into dangerous attacks. Similar things (a portmanteau word combining Guk [Korean for nation] (a portmanteau word combining Guk methamphetamine]; and philopon [a brand name of liquid with an imaginary about the world. This is manifested as an This is manifested about the world. with an imaginary so-called Gukppong increase in hate speech on SNS and the unexpected paths. For example, the surge of nationalism of nationalism For example, the surge unexpected paths. occurs as a reaction associated and hate towards migrants the world from angles different from those previously possible, different the world from angles often appears to be articulated to the resulting imaginary entities that cannot respond to those members of society who to those members cannot respond entities that imaginary. different possess a completely newspapers and the television, which continue to evoke the which continue and the television, newspapers have become of the nation-state, of the members standpoints meets that requirement as a consequence of which the Internet the Internet which of as a consequence that requirement meets contrast, In imaginary. the social stage in centre has taken Hallyu White Paper, 2018 | Hallyu, Again at the starting point 43 The conditions that are in every Tourists globalization as an Appadurai, who identified As of August 2018, there were 2.1 million foreign August 2018, there were 2.1 million As of addition to influencing technology has, in If digital Arjun researchers, pop idols, professional sports players, celebrities The with a good command over Korean, and factory workers. only in numbers but also in diversity of nationality and only in numbers but also in diversity exchange students, reason for stay: chefs, university students, compared with the figures in 2013. and foreign residents have increased not corner of the city, residents in Korea. It is an increase of half a million as residents in Korea. It is an increase of of migrants increased but the countries involved have also of migrants increased but the countries diversified as have the reasons for migration. lifestyle, which began with digital technology and requires it lifestyle, which began with digital technology the number has many faces. Not only has now more than ever, globalization communicated as media information being globalization communicated as media An increase in the nomadic manifested as population mobility. media and global mobility of people. That is, he interpreted That of people. media and global mobility of resonance effect the imaginary of globalization as the mobility. to the imaginary of globalization attributed irreversible flow, have induced changes in society and its imaginary, at times in society and its imaginary, have induced changes of such events is population One at times together. separately, by such changes, society has experienced events to which experienced events society has by such changes, can be attributed. such mutual influence and its corresponding events required digital technology imaginary been influenced in society and its the changes 3. Population mobility and social imaginary and social mobility 3. Population Hallyu White Paper, 2018 | Hallyu, Again at the starting point 44 The overseas activities of BTS provide a good The resonance effect provides new experiences. In new experiences. provides effect The resonance . In particular, the urban population is more likely to population is more the urban . In particular, * SNS: Social Network Services

* a communication channel. emerged a virtuous cycle of physical movement accompanied a virtuous cycle of physical movement accompanied emerged physical mobility as by the Internet and the Internet increasing the positive impact of the physical movement of people on the positive impact of the physical movement There has and the reasons to get together. perceived differences YouTube, there is an increasing number of vlogs that introduce introduce that of vlogs number increasing an is there YouTube, It is difficult to deny and proudly present interracial couples. of assistants of White people and mean killers, but now they White people and mean killers, of assistants of videos. On often play the central characters in entertainment experienced through the frequent appearance of Asians in of experienced through the frequent appearance Asians used to play the roles media. In the past, Western the occur in everyday life. This change is not limited to Korea. This occur in everyday life. Asians can be The changing attitudes of the world towards Korean/non- disclose their nationality. groups unless they encounters that can Korean relationships have become natural it strikes us as odd to see a foreigner on TV speaking poor TV to see a foreigner on it strikes us as odd idol to distinguish the foreigners in pop Korean. It is difficult to characterize. Migrants have integrated the gaze is difficult that are mere neighbours to the extent in our daily lives and the past, foreigners held the status of awe-inspiring beings held the status of awe-inspiring beings the past, foreigners Koreans or observers of Koreans. Now, and eye-catchers for the SNS the resonance effect. experience number of migrants as perceived by people is multiplied if is multiplied by people perceived as of migrants number and coverage media in legacy repeatedly are seen migrants Hallyu White Paper, 2018 | Hallyu, Again at the starting point 45 The fragrances and flavours of lamb skewer, platforms that bring together the devoted fans who platforms that bring * SNS: Social Network Services

* baguette, sushi, rice noodle, nasi goreng, curry, nan, gyro and baguette, sushi, rice noodle, nasi goreng, curry, An paella began to be integrated into the daily life of Koreans. maxmised through digital technology. an event sufficiently examples, the increase in migrants is is and its effect contributing to the changing mutual imaginary K-pop lyrics into ‘other languages’ to helps those foreigners to helps those foreigners K-pop lyrics into ‘other languages’ As demonstrated in these who want to memorize these. residing in Korea who translate the lyrics in their native residing in Korea who translate the lyrics The so-called fan-sub is a device that transliterates languages. networked fans and diaspora groups that provide them with networked fans and diaspora groups that of foreigners be remembered are the efforts Also to amenities. part the popularity process. When discussing the popularity When discussing part the popularity process. of the digitally of BTS, we cannot exclude the existence the translations of the lyrics by Korean fans living in other the lyrics by Korean fans living in other the translations of are an essential language zones and the posting of these SNS all, Above move of the band members. closely follow every and that imitate specific idol groups), cover groups (groups not have been possible without the like—all this would connectivity. The presence of its fan club ARMY, the constant the constant ARMY, of its fan club The presence connectivity. BTS members, communication tweeting of individual the sharing of viral videos through through reaction videos, countries where it has audiences. The popularity of BTS The popularity where it has audiences. countries digital without first discussing discussed properly cannot be example. The global popularity of K-pop can be explained be explained K-pop can of popularity The global example. the in the situations by understanding only adequately Hallyu White Paper, 2018 | Hallyu, Again at the starting point 46 . Korea’s changed ethnoscape changed . Korea’s * also influenced At the same time, it Along with these changes, everyday life in the Along with these changes, everyday life genre. YouTube SNS: Social Network Services

* and Major League Baseball are also hot topics of everyday life in Korea, and not just because Korean players are playing The football leagues of different countries, such as Premier countries, such as The football leagues of different and La Liga (Spain), League (UK), Bundesliga (Germany), The movement to wrap the global achievements attained by The movement to wrap the global achievements as Gukppong. BTS in nationalism was promptly criticized from” occurred everywhere in the new millennium. Thus, millennium. from” occurred everywhere in the new come as a surprise. routinization of “debordering” did not a result, the events that should be explained with the words a result, the events that should be explained meaning “away beginning with “de-”and equivalent prefixes new millennium has also changed. The boundaries that had new millennium has also changed. As began to disappear. long been believed to be impregnable 4. Postmodernity population. the Korean music scene. The social imaginary has changed The social imaginary the Korean music scene. media and by the influx of a migrating apace through new imaginary of Koreans. The appearance of foreign professional of foreign The appearance of Koreans. imaginary performers contributed to the popularity and amateur street of the original taste through SNS original taste global has changed the its Internet landscape along with increasing number of Koreans seek to explore their original their to explore seek of Koreans number increasing to the conformity the evaluating observed and are often taste Hallyu White Paper, 2018 | Hallyu, Again at the starting point 47 between public and The rigid boundary Many communication-related habits have also Many communication-related habits It is common nowadays for people who 'are' It is common nowadays had the status of “top secret,” which was shown to select persons, such as a future husband or wife, when they were received as content open to disclosure. Photos used to be received as content open to disclosure. album photo A photos. extremely private things, except for ID content is changes; for example, confidential undergone event. Korean society is responding to change in the name of event. Korean society is responding to multiculturalism. marriage landscape. “International marriage,” which used to marriage landscape. “International marriage,” now become a common 'be' a topic for gossip in the past, has problems that determine the survival or extinction of society problems that determine the survival globalization are blowing over the The winds of as a whole. of a low birth rate, high percentage of unmarried population, of a low birth rate, high percentage of personal but public child-rearing, and aging are no longer is no longer a personal but social matter. As a result, family As a result, but social matter. is no longer a personal The problems problems are now considered social problems. “personal is political” is heard all over. After a long time, After a long is heard all over. “personal is political” marriage, childbirth, and employment the responsibility for connected offline. also blurred, and the slogan that the personal realms is augmented reality (AR), it seems unreasonable to differentiate to differentiate unreasonable reality (AR), it seems augmented characters. material and nonmaterial on a daily fights offline) happens (continuing online “hyeonpi” reality in connected with cyberspace is already basis. Since there. The boundary between the reality and the media is media is and the the reality between boundary The there. so-called the in cyberspace, to the competition Due blurring. Hallyu White Paper, 2018 | Hallyu, Again at the starting point 48 The regulations on the public sphere are also The regulations on debate with a serious look and solemn attitude and has a high potential to get people involved. It amply qualifies to be called a public but no longer so now. where professionals sphere. It attracts more people than one new public sphere. A public sphere that offers a playful space a playful public sphere that offers A new public sphere. sphere in the past might not have been treated as a public that sometimes break out among those who comment suggests that sometimes break out among those new media in general—is evolving into a YouTube—and that that are not shrouded in solemnity. The numerous comments The that are not shrouded in solemnity. videos and lively debates YouTube posted by viewers under haphazard way. At times, we even regard them as a new style haphazard way. are many public spheres There of presenting political debates. the outside of the public sphere. It is evident in the way we the outside of the public sphere. It is parodies crafted in a treat the comments on a hobby site and sphere is a place where formal public discussions take place. formal public discussions take place. sphere is a place where between the inside and It has become difficult to distinguish destabilizing. The conventional understanding of the public The conventional understanding destabilizing. relationships with others. Consequently, photos have become others. Consequently, relationships with and public faces. objects with both private an act of occupying our physical places in cyberspace. places in cyberspace. occupying our physical an act of have become more than personal records, Furthermore, photos of self-expression for establishing gaining the character have become objects for display in the public domain, and in the public domain, objects for display have become become content has pictures with confidential publishing introduced to the family. Nowadays, however, the perception the perception however, Nowadays, the family. to introduced Photos changed. has completely albums or photo of photos Hallyu White Paper, 2018 | Hallyu, Again at the starting point 49 to Refusing to link the influx of migrants The boundaries between the mainstream and the and the mainstream between The boundaries imaginary. They have a potential to be used as a (conservative) imaginary. means to maintain minimal fluidity and entropy and are changing imaginary. Digital technology and migration are changing imaginary. for renewing social not necessary and sufficient conditions disappearing jobs and the increasing crime rates. Others disappearing jobs and the increasing to draw on the commit acts of self-destruction by refusing minded nationalist imaginary. Some take stances such as Some take stances minded nationalist imaginary. warning against maintaining the purity of Korean society, globalization, some people try to funnel it into a narrow- globalization, some people try to funnel digital world, this is also treated as meaningful information digital world, this is also treated as meaningful generation. playing nomadic beggars who sing and dance in a marketplace playing nomadic beggars who sing and syndrome. In the until they are given food), creating a of digital technology with K-pop, some amateurs go digital with K-pop, some amateurs go digital of digital technology Korean performance art with versions of pumba (a traditional There are also increasing protests against the exclusive use protests against the exclusive There are also increasing if challenging the marriage As of new digital technology. advantage of this reality goes digital. In the opposing camp, goes digital. In the opposing camp, advantage of this reality past. insisting on the boundaries of the others are stubbornly is being treated as homogeneous information. Even fake information. as homogeneous is being treated is treated to have information values. news (bad as it is) take on to a “derailed bandwagon” to Everything that jumps the abnormal, and the private and the public have become and the public have and the private the abnormal, millennium world of the new in the digital fluid. Everything underground, the dominant and the marginal, the normal and the normal the marginal, and the dominant underground, Hallyu White Paper, 2018 | Hallyu, Again at the starting point 50 Communicating within society as an “imploded” The term “implosion” is used to describe a situation The term “implosion” happening at a global level, which is unprecedented to date. sometimes makes me cosmopolitan but at other times earns sometimes makes me cosmopolitan but This destabilization of identity is me the epithet of nationalist. once solid subject cannot but become destabilised. Digital once solid subject cannot but become world out there communication that connects me to the undividable smallest unit of society, is being circulated as is being undividable smallest unit of society, i.e., as the dividual, the a dividable unit within the society, that an individual represents both information and a physical that an individual represents both information who is regarded as the being in this era, when the individual, should be concealed. Private matters are becoming political should be concealed. Private matters political agendas. Given as more important and emerging from the wrong. This necessitates an end to the stereotype This necessitates from the wrong. and personal matters that only public issues can be politicized in which the once solid boundaries of dichotomy are not solid boundaries of dichotomy are not in which the once solid to discern the right any longer and it has become difficult positions to gain the sympathy of the public. positions to gain the blurring boundaries by itself because the two camps must by itself because the two camps must blurring boundaries their they have overlooked and explain heed attention to what exhaustive commotion. Even such commotion contributes such commotion commotion. Even exhaustive of struggles surrounding the boundaries to highlighting the In fact, it is a chance to perceive the the social imaginary. is suffering the polarization of opinions and imaginaries opinions and imaginaries the polarization of is suffering endless poles end up with between the two and debates actually being used for that purpose. Thus, instead of being of Thus, instead that purpose. used for being actually social imaginary the new higher, flying wings and given Hallyu White Paper, 2018 | Hallyu, Again at the starting point 51 Discussing the emergence of television and its of television Discussing the emergence explosive popularity, Raymond Williams (1974) summarised Williams Raymond explosive popularity, the relationship between technology and social change as 5. The social imaginary and the future of the future The social imaginary and 5. Wave Korean living in a recently modernised society, the imaginary of the imaginary living in a recently modernised society, Nigerians has a postmodern feature. in the labour market in Korea and the declining population, in the labour market in Korea and the While in search of work. Nigerian workers decided to migrate modernity, it should not be assumed that they are also stuck in it should not be assumed that they are also stuck modernity, After learning about the changes the imaginary of modernity. began to crack in the postmodern society. Although there are postmodern society. began to crack in the that are still stuck in societies in every corner of the world “postmodernity” based on the idea that the solid boundaries on the idea that the solid boundaries “postmodernity” based process of modernity and that they were built during the phenomena of implosion, blurring boundaries, and emergence blurring boundaries, and emergence phenomena of implosion, to by the overarching term of new values are referred degree of homogeneity has been reached in the imaginary. imaginary. been reached in the homogeneity has degree of thing as cultural barriers that seemed So, there is no such The in intercommunication in the past. to be considerable boundaries belongs to the past now, albeit to a greater or lesser albeit to a greater now, belongs to the past boundaries that a certain implies achieved globalization extent. Having being at a global level has already become commonplace. The The commonplace. become already level has at a global being on dichotomized based firmly the world towards imaginary Hallyu White Paper, 2018 | Hallyu, Again at the starting point 52 Relationships other than that between technology Relationships other than that between unprecedented with in a society living The public emerged at that juncture, quenched the audience’s thirst for thirst for at that juncture, quenched the audience’s emerged global cultural experiences. people could adapt themselves to the changing environment people could adapt themselves to the which Wave, Korean and create a new social imaginary. of population migration and the surge of postmodernity, there of postmodernity, of population migration and the surge these trends so that was a need for a social device to match Wave was called forth by its audience. With the emergence the emergence With was called forth by its audience. Wave by the experience of digital media technology accompanied built a global imaginary through Korean Wave. Inversely, it Inversely, Wave. built a global imaginary through Korean such as Korean is also possible that a cultural phenomenon devices. We cannot say that Korean Wave has a direct impact has a direct Wave Korean cannot say that We devices. audience by the mere fact that they have Wave on the Korean and social change can be explained in the same way. Korean the same way. and social change can be explained in such as mentioned in this article several times, is one of Wave, turmoil. balance between the public and the private, i.e., live a busy public and the private, i.e., live a busy balance between the without being caught in environment life in a well-organised that entered the living room in the wake of the sudden change room in the wake of the sudden change that entered the living in a a device that helped the public live in the world. It was was television, which could bring the public sphere into the bring the public sphere which could was television, at the public and private spheres private sphere, connecting In other words, television is a technology a mitigated speed. of the increasing mobility, they sought protection in an sought protection they mobility, of the increasing to meet that demand that was intended The device institution. follows: In the face for adaptation. system a buffer needed mobility Hallyu White Paper, 2018 | Hallyu, Again at the starting point 53 it is hard to define pop music, but Western The secret of the popularity of BTS lies in their The secret of the popularity of BTS lies In the mid-1990s, the transmission of Korean Wave Wave of Korean the transmission mid-1990s, In the local pop culture. The musical elements of K-pop include the The musical elements of K-pop local pop culture. characteristics of embraces both universality that can be accommodated in manyembraces both universality that can be from their regions and distinctiveness that is different different harmonize well with the characteristics of the regions in which which in regions of the characteristics the with well harmonize Wave This is possible because Korean their events take place. great chemistry (emotional connection) with the place where great chemistry (emotional connection) performances that their music is consumed. BTS has given best suited for the audiences. best suited for the period of global social change. Of course, it best suited for the period of global social fluctuations in a way was also a choice to embrace the social It is a global social device tailored to the immense wave of It is a global social device tailored to phenomenon cultural a global and globalization called changes content for building a new global imaginary. In that sense, a new global imaginary. content for building power. cannot be attributed solely to Korea’s Wave Korean by this process that Korean Wave, which had content and form which had content Wave, Korean by this process that cultural was chosen as the curiosity, appropriate for rousing was undergoing universal social changes and it needed a universal social changes and it was undergoing of that experience. It is that would mitigate the impact buffer transmitted for totally different reasons. Acceptance far beyondAcceptance reasons. for totally different transmitted be explained simply by the changed Asian region cannot the The world production excellence. Korea’s cultural industry or to meet the content needs of China, Taiwan, and Southeast Taiwan, China, content needs of to meet the has been Wave Korean the late-1990s, however, Asia. Since through television was primarily due to industrial endeavours endeavours due to industrial primarily was television through Hallyu White Paper, 2018 | Hallyu, Again at the starting point 54 K-drama A The Shinpa (sentimentality) in Korean melodramas, The Shinpa (sentimentality) in Korean Universality and particularity face each other in friction and conflict, but they often derive surprisingly attractive with its uniqueness. Foreign K-drama fans are attracted with its uniqueness. Foreign K-drama find in K-dramas. to the particularity in universality they usually has a happy ending and does not lose the thread usually has a happy ending and does to attract popularity without forgetting of universality, providential coincidence in K-dramas, but these are their providential coincidence in K-dramas, cultures. unique traits difficult to find in other express dissatisfaction about frequently resorting to the express dissatisfaction about frequently and preposterous secret of birth, tangled family relationships, genre, gaining uniquely Korean traits throughout its history genre, gaining uniquely Korean traits industrialization. Critics and rapid of colonialism, war, also known as K-dramas, is a typical example of hybridity. example of hybridity. also known as K-dramas, is a typical it has evolved into a new Although it is a colonial legacy, the US. of historical vicissitudes during the colonial rule, war, and during the colonial rule, war, of historical vicissitudes and under the influence of Japan, China, military dictatorship popular content aimed at commercial success, it assumes a at commercial success, it assumes popular content aimed originating from the collective memory unique Korean colour exchanged popular trends. It is due to this fact that people is due to this fact popular trends. It exchanged including K-pop. Wave with Korean hybridity is associated has globally universal Wave that whereas Korean It is argued ties have as well, the musical Post-liberation its influence. countries have of the two and the music industries continued K-pop as its copy. Given that Korean pop music dates back dates back pop music Korean that Given as its copy. K-pop from be free it cannot period, occupation Japanese to the Hallyu White Paper, 2018 | Hallyu, Again at the starting point 55 Western European modernity spread to central and Western experience this rapidly changing world in a well-balanced way The world is gradually contracting in Wave. through Korean entire world. It serves as a resource for the social imaginary entire world. It serves as a resource for across the globe matching the era of globalization. People Korean Wave appeals to people with seeming universality Wave Korean and attracts the attention of the with its own aesthetics charged As cultural content travels rapidly around the world along with along world the around rapidly travels content As cultural debordering, and digital technology, destabilizing modernity, process of its spread in Asia. It is also associated with creative Asia. It is process of its spread in is one of such cases. Wave and contradictory changes. Korean modernity is often equated with Westernization. Whereas its Westernization. modernity is often equated with did not occur in the flow is universal, universal acceptance eastern Europe and further to Asia. This is the reason why Asia. eastern Europe and further to integrated whole rather than independent entities impacting than independent entities impacting integrated whole rather one another. technology, population migration, postmodernity, a changing population migration, postmodernity, technology, an are constituent parts of Wave and Korean social imaginary, amidst diversified social changes the universality aspect) aspect). In the same vein, digital (feeling the particularity population migration, and postmodernity. Korean Wave makes makes Wave Korean migration, and postmodernity. population expanded world without being swept them experience the fast-paced globalization (enjoying away with the increasingly universality and particularity of Korean popular culture to the of Korean popular and particularity universality technology, with digital media interwoven global audiences harmony depending on how they are woven into the fabric into the are woven how they on depending harmony the that conveys device is a cultural Wave Korean of story. Hallyu White Paper, 2018 | Hallyu, Again at the starting point 56 it would Wave, form, a localised in and is circulated Asia Correcting the notion that the West has been and West that the Correcting the notion to flows West this universal quest may be solved automatically. ascribable to its particularity in universality. If the Korean ascribable to its particularity in universality. found nowhere else, cultural industry takes on a special role more Korean Wave and maintain its sustainability. It should and maintain its sustainability. Wave more Korean is Wave of Korean be kept in mind that the success history cannot be insisted that this order be accepted independently of cannot be insisted that this order be accepted industry to export the universal quest of the popular cultural contributing to the national economy, and demonstrating the and demonstrating contributing to the national economy, It a rather light order. superiority of the Korean people, it is only a pastime. However, considering the achievements of considering only a pastime. However, namely boosting national prestige, thus far, Wave Korean seem to impose too difficult historical process—these may phenomenon that is heavy a task on one popular cultural sympathy for cross-border solidarity, and creative productivity and creative solidarity, sympathy for cross-border in a sorrowful and of universally appealing cultural content not competitive, relationships, and demonstrating the need and demonstrating the need not competitive, relationships, a all particularities, the possibility of to show respect for will continue to be the centre of human history, stressing the the centre of human history, will continue to be sustainable coexistence in peaceful, imperative of establishing seem meaningful to imagine what its new role would be in this this in be would role new its what imagine to meaningful seem recurring process. making people realize their spatiotemporal position. If we spatiotemporal position. realize their making people of Korean the significance wish to understand both temporal and spatial senses. The content circulated in circulated content The senses. and spatial temporal both the Hallyu White Paper, 2018 | Hallyu, Again at the starting point 57 . London: . Public Planet Books. Trans. Trans. Books. . Public Planet , 295-310. Television: Technology and Cultural Form Technology Television: Modern Social Imaginaries Modern Social Theory, Culture Society, 7 Society, Culture Theory, I'eum. Lee, Sang-gil (2010). Seoul: Routledge. Economy. Economy. Taylor, C. (2003). C. (2003). Taylor, Williams, R. (1974). R. (1974). Williams, References Cultural in the Global and Difference Disjunction A. (1990). Appadurai, 2) Efficacy of Korean Wave: beyond industry, beyond superpower

Doobo Shim (Professor, Sungshin Women’s University, Department of Media Communication) Hallyu White Paper, 2018 | Hallyu, Again at the starting point 59

called Burning Joongang Ilbo Joongang Ten Asia Magazine Ten Common sense dictates that the sex crimes, Common sense dictates that the sex crimes, In March 2019, following the outbreak of the so- of the outbreak following 2019, In March should be thoroughly investigated in relation to should be thoroughly investigated in examining the patriarchal gender violence issue associated with this scandal and emphasizing the public responsibility of Sun Gate an occasion for re- It is also the entertainment industry. drug distribution, tax evasion, and the illegal hidden drug distribution, tax evasion, and the by the cameras, filming, and distribution exposed (Noh, 2019). insider, “The entire entertainment industry should not be made “The entire insider, committed by some” accountable for the crime and deviance for caution against a blanket criticism of the entertainment for caution against a blanket criticism be intimidated, citing an industry lest the industry itself should K-pop industry is rocking” (Choi & Kim, 2019). On the other K-pop industry is rocking” (Choi & Kim, hand, the popular culture journal Business Daily expressed worrisome thoughts about the future worrisome thoughts about the Business Daily expressed “5-trillion KRW of the K-pop industry under the headline into a world-class agency after 20 years of endeavour, had after 20 years of endeavour, into a world-class agency Asia The month (Min Kyung-won, 2019). collapsed within a had already reduced by 18.3 % (KRW 285.8 billion) in 2018. by 18.3 % (KRW had already reduced which had grown agency, Wave Korean It claimed that the reported that YG Entertainment’s market capitalization fell to market capitalization YG Entertainment’s reported that overnight and projected billion won (US$ 94.2 million) 110.9 sales in 2019, which the year-on-year a further decrease in the contraction or collapse of Korean Wave. For example, after after example, For Wave. Korean of collapse or contraction the on March 11, his retirement Seungri announced called “Burning Sun Gate,” the Korean media worried about about worried media the Korean Sun Gate,” “Burning called Hallyu White Paper, 2018 | Hallyu, Again at the starting point 60 (Korea) and , Korean foremost as an first and Wave also pronounced as hallyu Many people trace Korean Wave back to the 1997 Wave Many people trace Korean (cold) are homonyms]), which hinted at their hope that it cold current of Korean popular culture as Korean Wave ( Wave of Korean popular culture as Korean association with a current; hallyu in Korean) in a sarcastic a new social phenomenon in Greater China Region. The China Region. a new social phenomenon in Greater and popularity Chinese media began to refer to the influx Kong as well as in Mainland China. Korean popular culture, Kong as well as in Mainland China. Korean attract attention as including dramas and music, began to Around that time, Korean pop music (in those days, the term Around that time, Korean pop music and Hong Taiwan in “K-pop” was not used) became popular popularity. It was re-aired in 1998 on the request of Chinese It was re-aired in 1998 on the request of Chinese popularity. foreign dramas. viewers, which was a rare occasion for screening of the Korean drama “What is Love All About” All is Love screening of the Korean drama “What (CCTV), which gained wide Television by China Central and countermeasures 1. Hypothesis of Korean Wave extinction extinction Wave of Korean 1. Hypothesis Korean Reflections on what economic benefits? brings in than two decades after it more is are valid even now, Wave came into being. regards Korean our society that then just an industry Wave tool. Is Korean economic celebrities. Expressing, above all, worries about the erosion about the worries above all, Expressing, celebrities. that the reality depicts instead industry entertainment of the Hallyu White Paper, 2018 | Hallyu, Again at the starting point 61 This social atmosphere also influenced the academic Even in Korea, the opinion emerged that Korean Even in Korea, the opinion emerged The expectations that Korean Wave would fade out would fade out Wave Korean The expectations that prevent Korean Wave from fading out. Wave prevent Korean after another to promote Korean Wave in the same way they in the same way Wave after another to promote Korean the 1960s and 1970s to had promoted the economic plans in local governments, which did not want to miss the precious local governments, which did not want up with one plan came Wave, by Korean opportunity offered 5000 years of history,” the economic and cultural ripple effects the economic and cultural ripple effects 5000 years of history,” The central and were highly appreciated. Wave of Korean Wave would soon fade out for various reasons. However, as would soon fade out for various reasons. However, Wave best event ever in our demonstrated by the expression “the as a temporary phenomenon just as all waves fade out.” as a temporary phenomenon just as all not hide their contempt and prejudice against Korean society not hide their contempt and prejudice will be end up Wave and culture through the claim of “Korean soon fade out because Korean pop culture, which had a weak Korean pop culture, which had a soon fade out because They did base, fared poorly in international competitiveness. and Japan. In the early 2000s, scholars and industry insiders 2000s, scholars and industry insiders and Japan. In the early would Wave a diagnosis that Korean in these countries issued in China led to the prediction of its extinction in Singapore prediction of its extinction in Singapore in China led to the being relatively conservative as compared with American and American as compared with conservative being relatively was a did not loosen control over it as it Japanese cultures but foreign culture. thinking and lifestyle. China, which had gradually opened up which had gradually lifestyle. China, thinking and culture for towards Korean late 1970s, was friendlier since the was a temporary phenomenon. In fact, the Chinese authorities authorities Chinese fact, the In phenomenon. temporary was a of way on their culture of foreign the influence against warned Hallyu White Paper, 2018 | Hallyu, Again at the starting point 62 Political Economy of Political that the essential cause of communication cause of communication that the essential Considering these circumstances, there is an Considering these circumstances, there such as the activities of its audiences. This can be done by such as the activities of its audiences. various qualitative research approaches and in situ surveys Wave’s current landscape from multiple perspectives based current landscape from Wave’s bottom-up processes, on the observations and analyses of its urgent need for research on the understanding of Korean need for research urgent foreign trend of misunderstanding Korean Wave as a “control Wave foreign trend of misunderstanding Korean phenomenon.” to an analysis of the Korean Wave phenomenon using the top- phenomenon Wave to an analysis of the Korean strengthening of the down approach, which resulted in the methodological approaches of these studies highly rely on the methodological approaches of these studies This led government. reports and control data released by the quantitative indicators, are only pseudo-political economy quantitative indicators, are only pseudo-political What is more, the research in terms of content (Choi, 2015). of these studies on political economy, though equipped with though political economy, of these studies on on the change of the form of qualitative evaluation based on and critical discussions about the private ownership of about the private ownership on and critical discussions this it can be concluded that many the public sphere. From communication research is to raise fundamental questions is to raise fundamental questions communication research through philosophical reflections about culture and media Communication economy is to raise the ethical concern research in political role of According to Mosco, the 1998). for justice (Mosco, rather than critical or philosophical studies. Media scholar studies. Media critical or philosophical rather than declared in his book Mosco Vincent discourse surrounding Korean Wave, which promoted promoted which Wave, Korean surrounding discourse Wave Korean on research or policy-related administrative Hallyu White Paper, 2018 | Hallyu, Again at the starting point 63 and its Wave allow us to harvest? Wave an industry as and foremost first Wave Let us take a look at some examples of Korean Wave Wave Korean of examples some at look a take us Let 2. “Glocality” of Korean Wave 2. “Glocality” of Korean new knowledge will Korean and reflecting on its meaning would lead to mining the Wave What has germinated. Wave knowledge resources that Korean dimensional worldview centred on the US, to attain a higher dimensional worldview centred on the the glocality of Korean Looking into international sensitivity. spreading in every corner of the world will be an occasion spreading in every corner of the world themselves in the one- for Koreans, who have long enclosed will bring to Korea the meanings generated it is a flow, Wave Wave Korean in each of the locations where it is consumed. exchange in different parts across the globe, is generating parts across the globe, is generating exchange in different localities. If Korean new meanings in interaction with other implications for those regions. I term this as Korean Wave’s Wave’s regions. I term this as Korean implications for those been formed by the mutual which has Wave, Korean glocality. Wave’s acceptance in those areas and its encounters with the acceptance in those areas and its encounters Wave’s the significance of Korean local situations and to the status of Korean Wave in the regions that have been in the regions Wave of Korean to the status the date, i.e., in various localities across rather neglected to US, China, and Japan, to explore Korean globe other than the has been propagated by the biased concentration in the big biased concentration propagated by the has been attention that we paid more It is high time market countries. in the regions where Korean Wave is spreading. The view The view is spreading. Wave where Korean regions in the Korean that regards Hallyu White Paper, 2018 | Hallyu, Again at the starting point 64 in flash mob Tzuyu waved a Gangnam Style Gangnam popularity of we learn from the What can of the The following account is a summary not This footage was edited out later and the What does However, the local media began to feature every However, In November 2015, Tzuyu appeared on “My Tzuyu In November 2015, To begin with, the incident of the YouTube video YouTube begin with, the incident of the To move of Tzuyu, who was already a pop star in Taiwan and Taiwan already a pop star in Tzuyu, who was move of Taiwanese Light.” In January 2016, a called “Taiwan’s aired, and it seemed to fade into oblivion. aired, and it seemed to fade into oblivion. and flags prepared by the production team, flag. Taiwanese on the Internet, together with her fellow foreign members on the Internet, together with her fellow They had their respective national Momo, Mina, and Sana. Little Television,” a live entertainment broadcast by MBC a live entertainment broadcast by MBC Television,” Little earth happened? happenings. singer, albeit of a foreign nationality, a teenage girl who albeit of a foreign nationality, singer, What on the world. had just debuted, had to apologize to on the international stage and enthusiastically welcomed stage and enthusiastically welcomed on the international a K-pop of a sudden, however, All by international fans. situation of Northeast Asia. Admittedly, Korean fans are Admittedly, Asia. situation of Northeast the images of K-pop artists performing mainly exposed to of Tzuyu, a Taiwanese member of Twice, in January 2016 Twice, of member Taiwanese Tzuyu, a of of the international political provided a new awareness mean? Bangladesh in Northern Europe? Korean Studies spreading In particular, why did the girl group Twice Tzuyu release the Tzuyu Twice the girl group why did In particular, video apology? observed in many parts of the world based on the problem on the problem based of the world parts in many observed article. of this section the previous raised in consciousness Hallyu White Paper, 2018 | Hallyu, Again at the starting point 65 a

Global Times in which she stated, YouTube, issued a warning against malicious and Weibo People’s Daily People’s Eventually, on January 14, 2016, JYP issued two on January 14, 2016, JYP Eventually, and rewarding a repentant traitor (Korea Herald Biz, 2016). public the infuriated video apology Tzuyu’s hand, other the On have gained a promising Chinese beauty” and giving her the have gained a promising Chinese beauty” as though generously embracing Light,” epithet of “China’s newspaper we Tzuyu, saying “Today comments or bad actions against thereafter, on January 16, the thereafter, official Party’s tabloid affiliated to the Chinese Communist “There is only one China. Both sides of the Strait constitute “There is only one China. Both sides Immediately a single nation. I am proud to be a Chinese.” 15), a video in that featured Tzuyu apologizing was posted Tzuyu 15), a video in that featured official on JYP’s apologies, announcing that it would temporarily suspend all apologies, announcing that it would temporarily Tzuyu in China, and on the following day (January activities of and GOT7, and JYP’s stock price declined. and GOT7, and JYP’s Furthermore, Chinese netizens boycotted the scheduled netizens boycotted the scheduled Furthermore, Chinese artists, including 2PM Entertainment’s performances of JYP the commercial. Anhui TV cancelled the performance of cancelled the performance TV Anhui the commercial. Gala (Jung, 2017). scheduled for its Spring Festival Twice by the Chinese who regarded Taiwan as a part of China. In as a part Taiwan who regarded by the Chinese opinion, Huawei, which employed the face of this public a smart phone commercial, removed Tzuyu as a model for singer, accused Tzuyu of being a Taiwanese independence Taiwanese being a Tzuyu of accused singer, and attacks of condemnations surge There was a activist. broadcaster aired the scene and praised Tzuyu’s patriotism. patriotism. Tzuyu’s and praised the scene aired broadcaster Taiwanese a China-based An, Huang days later, few A Hallyu White Paper, 2018 | Hallyu, Again at the starting point 66 , who had been national flag, referring to Taiwanese Overseas markets are very important to K-pop Overseas markets are very important As it happened, the Taiwan presidential election was Taiwan As it happened, the his apology letter posted on JYP Entertainment’s Weibo, Weibo, Entertainment’s his apology letter posted on JYP its market-oriented CEO Park Jin-young apologized to the within Greater China political conflicts and confrontations China. In Region, with an exclusive focus on Mainland conditions. JYP Entertainment selected Tzuyu, targeting Tzuyu, targeting selected Entertainment conditions. JYP overlooked the JYP the Greater Chinese market. However, producers who work in the narrow domestic market producers who work in the narrow domestic presidency.” This demonstrates the immense ripple effect of This demonstrates the immense ripple effect presidency.” apology (Cheon, 2016). Tzuyu’s election, President Tsai Ing-wen declared, “No Taiwanese shall Taiwanese “No Ing-wen declared, Tsai election, President nationality during my ever apologize for expressing his or her pursuing the independence of Taiwan, won a landslide victory won a landslide victory Taiwan, pursuing the independence of After winning the presidential the biggest margin. with, by far, the case of Tzuyu. Nonetheless, the Democratic Progressive Nonetheless, the Democratic Progressive Tzuyu. the case of Ing-wen Tsai Party (DPP) candidate taken the position that the Taiwanese should not be forced to should not Taiwanese the taken the position that the apologize for waving held on January 16. In the face of the agitated public opinion, In the face of the agitated public opinion, held on January 16. pro-Chinese Kuomintang (KMT) had even the traditional and Taiwanese politicians who could not properly protect their not properly protect who could politicians Taiwanese and own people and JYP. demonstrated their rage at the denial of Taiwan’s sovereignty. sovereignty. Taiwan’s denial of their rage at the demonstrated netizens, Chinese government, was vented on the The rage in Taiwan. They condemned it as a violation of human rights of human violation it as a They condemned Taiwan. in and apology the humiliating to issue Tzuyu young to instigate Hallyu White Paper, 2018 | Hallyu, Again at the starting point 67 On the other hand, the Chinese who demanded On the other hand, the Chinese who demanded A positive effect of this incident was the intensive of this incident positive effect A dispute broke out between China and the Southeast Asian dispute broke out between China and the Southeast that time, Chinese Korean At nations on the South China Sea. Yoona, a member of Korean girl group Girls’ Generation, in girl group Girls’ a member of Korean Yoona, In July 2016, a fierce territorial the same way that summer. that Tzuyu express her views on sovereignty put pressure on that imperialist face of China, which had been primarily a “market”imperialist face of China, which had been for Koreans. trapped in one half of the peninsula unable to go anywhere via trapped in one half of the peninsula unable this case draws our attention to the land routes. In particular, way of looking at Asia and the world for Koreans, who have way of looking at as a people a narrow sensitivity to international cognition relations surrounding the peninsula. This incident, which relations surrounding the peninsula. new provided a Wave, occurred in the context of Korean the cross-strait relations in the Korean press, which in turn in the Korean press, which in turn the cross-strait relations the international contributed to better understanding of coverage received by the “forgotten nation” Taiwan and Taiwan nation” by the “forgotten coverage received myself and our company who could not teach her properly in who could not teach her properly myself and our company 2016) Y.R, (Kim place of her parents” people and mirrored the culture of patriarchal control rampant of patriarchal mirrored the culture people and a agencies, saying “Tzuyu has learned in the K-pop production At fault are days and is very remorseful. ... lot in the past few will do our best to make sure this doesn’t happen again.” He happen again.” this doesn’t best to make sure will do our Taiwanese the to the wrath of his insensitivity then displayed gigantic Chinese market, declaring “First, I would like to I would “First, declaring market, Chinese gigantic We ... felt hurt. fans who Chinese to the apologize sincerely Hallyu White Paper, 2018 | Hallyu, Again at the starting point 68

was an Gangnam Style Gangnam Style Through this event, recorded as the first issued a few weeks after this incident issued a few weeks the opposite camp, Southeast 2016). On Y.J., on SNS. Around the same time, Chinese netizens Chinese netizens same time, Around the on SNS. Let us now shift our focus to Bangladesh. The Let us now shift our focus to Bangladesh. Not even the slightest bit can be taken Not even the slightest bit can be taken

* away from China. their desire to overcome the limits of the Third World by World Third their desire to overcome the limits of the consuming the global capitalist culture. their wish to participate in the trend shared by young people their wish to participate in the trend shared been symbolically satisfying They may have across the globe. Dhaka, Bangladesh. youngsters expressed these flash mob in Bangladesh history, of 2012, a group of youngsters demonstrated a of 2012, a group of youngsters demonstrated area at downtown flash mob at the traditional Kawran Bazar occasion for the Bangladesh people to reconsider their history, reconsider their history, occasion for the Bangladesh people to like this. In the summer The story goes tradition, and identity. what the Korean style was, which spread the strange notion what the Korean style was, which spread On a related note, Psy’s of hybridity. emergence of Korean Wave sparked a domestic debate on Wave of Korean emergence made it clear that Korean Wave cannot spread irrespective of cannot spread Wave made it clear that Korean international politics. support China. Then, we would be very sad.” China’s Korean China’s Then, we would be very sad.” support China. ban Wave Asian fans from Indonesia, Vietnam, and the Philippines Vietnam, Asian fans from Indonesia, very much. Please do not Yoona love posted online, “We asked Yoona to declare her position, asking “What does the asking “What to declare her position, Yoona asked mean to you who is earning money South China Sea problem in China?” (Kim their support for China’s arguments by posting a phrase by posting arguments for China’s their support Wave stars (Victoria of f(x), Lay of Exo, Fei and Jia of Miss A, Miss Jia of Fei and Lay of Exo, of f(x), stars (Victoria Wave declared Junior-M) Mi of Super Zhou and Lu of Fiestar, Cao Hallyu White Paper, 2018 | Hallyu, Again at the starting point 69

flash was regarded At first, the Gangnam Style Gangnam Style Gangnam Style and attacked The public blamed was a Western-style music, it became Western-style was a as a culture of a strong “other” that could as a culture of a strong “other” that could vassals. Western However, the fact that However, They conducted the event without obtaining obtaining without the event conducted They Gangnam Style contaminate them. Thus, their dichotomy of the East and Thus, their contaminate them. is not based on a simple geographic consideration. West the to Korea, a developed country. In other words, they viewed to Korea, a developed country. Gangnam Style that and its singer Psy belonged YouTube, popular worldwide via as Western music in Bangladesh leads to another food-for- music in Bangladesh leads Western as based on the facts thought. Bangladeshis made that judgment for granted thitherto. the world from a new perspective by confusing and disturbing the world from a new perspective by Asian values they had taken their perception of tradition and issue. Yoon (2018) evaluated that the Yoon issue. and themselves view to Bangladeshis for occasion an was mob them, and only a small minority defended them. However, as minority defended them. However, them, and only a small reflect on the identity the debate unfolded, people began to regarded the young people that performed the regarded the young flash mob as of the public sphere. space led to the expansion full of conservative pride about tradition, Bangladesh public, the freedom of expression by performing unauthorised performing unauthorised of expression by the freedom the space under government gestures and transformed This newly opened physical public sphere. control into a true implementation of the least resistance that the weak could resistance that the of the least implementation achieved temporarily They strong. oppressive the against show prior permission from the Bangladesh police. It was the It was police. Bangladesh from the permission prior Hallyu White Paper, 2018 | Hallyu, Again at the starting point 70 Gangnam confine cannot but we exchanges, Without hit the world in 2012, we derived one meaning hit the world in 2012, and generates in various directions flows Wave However, as young people who grew up as Korean However, Finally, it is worth noting that Korean Wave, which Wave, Korean it is worth noting that Finally, functions as a text that creates a different meaning in the that creates a different functions as a text Wave fans entered university, things started to change. Those things started to change. fans entered university, Wave Foundation to function as a research university for Korean Foundation to function as a research Studies outside of Korea. comfortable research environments. The National University The comfortable research environments. of the Korea Research of Singapore even rejected the proposal graduate students and researchers of Korean Studies often graduate students and researchers of in search of more switched to sinology or Japanese Studies were at the brink of extinction. Not as well supported by were at the brink of extinction. Not as or Japanese Studies, the government or industry as sinology growth of Korean Studies. In the early and mid-2000s, the growth of Korean Studies. In the early universities Western departments of Korean Studies in major started as a commercial mass culture, is contributing to the started as a commercial mass culture, Style region. interface with a new situation in an unexpected Asia as K-pop until then under the aura of Korean Wave. Wave. then under the aura of Korean Asia as K-pop until Bangladesh case, however, As can be seen in the out of the phenomenon. It was a shout of joy about the success It was a shout of joy about the success out of the phenomenon. known in Southeast West”, last in the of Korean music “at that Korean When Psy’s an unexpected path. new meanings by taking Gangnam Style ourselves to a particular context and look at the world from and look at the to a particular context ourselves be observed this note, it can perspective. On that confining be fluid depending itself can that classification confirms This context. on the Hallyu White Paper, 2018 | Hallyu, Again at the starting point 71 According to the observations of Park No-ja, who According to the observations of Park recent K-pop trends. They also critically point out the practices point critically They also K-pop trends. recent of infringing on the basic human rights of pop idols as well recently raised critical awareness about the regressive social recently raised critical awareness about hidden in awareness and patriarchal female representations choreography. These Northern European fans who possess These Northern choreography. Europe have progressive social ideas specific to Northern going beyond actively accepting K-pop melodies, which are going beyond actively accepting K-pop dynamic and colourful Asian and global at the same time, and honorary Koreans based on the Korean Wave fandom”) and Wave honorary Koreans based on the Korean production structure, have a solid knowledge of the K-pop They call themselves Koreaboo (meaning “enthusiastic They call themselves Koreaboo (meaning fans” or “those who regard themselves as Wave Korean teaches Korean Studies at the University of Oslo in Norway, of Oslo in Norway, teaches Korean Studies at the University fans are critical thinkers. Wave Northern European Korean and start relevant programmes for them. and start relevant programmes of culture irrespective of their fields study Korean popular ancient history or Korean literature, expertise, be it Korean ja confesses, researchers of Korean Studies all over the world of Korean Studies all over the ja confesses, researchers potential students and fans as their Wave now regard Korean culture, history, political science, and economics as professors, as professors, science, and economics political culture, history, those studying Korean Studies at the and the number of the historian Park No- As also increased. graduate level has at the university level. An increasing number of universities number of An increasing level. at the university of Korean in the disciplines Korean Studies scholars recruited who became interested in Korea through K-drama and K-pop and K-pop through K-drama in Korea became interested who history culture and Korean study of serious to pursue wanted Hallyu White Paper, 2018 | Hallyu, Again at the starting point 72 In conclusion, if the Korean pop culture industry In conclusion, if the Korean pop culture level of information literacy and a high level of human rights more rigorous standards should be awareness. Consequently, early and mid-teenage years cannot be equated with those in early and mid-teenage years cannot be They have a considerable the economic development period. with various backgrounds and social awareness levels. with various backgrounds and social students in their Furthermore, the current crop of Korean audience. However, Korean popular culture has become Korean popular culture has become audience. However, around the world an industry serving a variety of fan base In the broadcasting industry, it is a traditional down practice In the broadcasting industry, years as the to regard those in their early and mid-teenage sites, the violation of human rights in the ill treatment of sites, the violation of human rights in susceptibility. trainees and artists, and an outdated gender targeting the global market is to keep growing, it must solve the global market targeting at production the problems of unstable work environments 3. Conclusion universal level. Our practices should be improved. universal level. Our knowledge gap between domestic and foreign fans has almost and foreign gap between domestic knowledge and time we discussed the awareness disappeared. It is high at a and human rights gender, perception of multiculturalism, society where everything is open and relayed. The boundaries The boundaries open and relayed. everything is society where and the countries are blurring, and foreign between Korea film production drama, and K-pop, at workers as temporary superconnected in today’s concealed can remain Nothing sites. Hallyu White Paper, 2018 | Hallyu, Again at the starting point 73

Wave . Those who should Those who . the national pride for has boosted Wave Burning Sun Gate Burning Sun In the meantime, there is a need for critical self- In the meantime, there is a need for critical By the same token, it is worth recalling the incident By the same token, recognition. Coming at the end of the dark tunnel of the 1997 financial crisis, Korean from a one-dimensional perspective. Korean Wave was an Wave Korean from a one-dimensional perspective. thirsty for international unexpected gift for us, who had been viewed Korean reflection on whether or not we have targeted counties and areas represents the microcosm formed counties and areas targeted policy. Wave by the domestic Korean benefits without development period in pursuit of economic and culture of the a sufficient understanding of the history approached the Greater China market on the extension approached the Greater China market from the economic line of export-first policy handed down incident of Tzuyu’s apology allegedly forced by the agency apology allegedly forced by the agency Tzuyu’s incident of which JYP, Taiwan. rekindled the anti-Korean sentiment in persisted in Taiwan. Korean Wave had contributed to restoring had Wave Korean Taiwan. persisted in two countries, but the the friendly relationship between the of Tzuyu’s apology. In fact, after Korea severed diplomatic In fact, after Korea severed apology. Tzuyu’s of has in 1992, anti-Korean sentiment Taiwan relations with Korean Wave from the market-oriented viewpoint only. from the market-oriented viewpoint Wave Korean contribute to maintaining healthy cultural ecosystems should cultural ecosystems to maintaining healthy contribute out whether they have sufficiently pointed critically reflect on or contributed to steering improvement problems and urged problems in the Korean entertainment industry as recently industry in the Korean entertainment problems the revealed by applied to improve production practices. The media, critics, critics, The media, practices. production to improve applied for the structural responsibility should take and academics Hallyu White Paper, 2018 | Hallyu, Again at the starting point 74 Wave SKY , who had done everything without scruples to reach , who had done everything oriented perspective, we will improve our understanding of oriented perspective, we will improve as well as our sensitivity to international relations. others’ Wave. If we pay attention to the possibility of Korean Wave Wave If we pay attention to the possibility of Korean Wave. treating it from a market- as a knowledge resource, away from some cases presented in this chapter. In this context, it is all some cases presented in this chapter. research of Korean the more important to carry out reflective Wave is a text, it is a polysemic text that can be interpreted is a text, it is a polysemic text that can be interpreted Wave set, as demonstrated in according to the context in which it is in the second half of the drama, we too should look at the the drama, we too should look at the in the second half of late. If Korean before it is too Wave various sides of Korean the top of the pyramid, regretted belatedly, wishing “only wishing “only regretted belatedly, the top of the pyramid, ...” only up, but also sideways and back if I had not looked how the main character Joon-sang Kang of the K-drama Joon-sang Kang of the K-drama how the main character Castle Korean financial crisis, long tunnel of gloomy through a related to boosting the export index of has steadily contributed tourism and consumer goods. Recalling industries, such as and the reputation of being an IT superpower. As a shimmer superpower. IT of being an and the reputation struggled a society that had shone through of hope, which the past two decades along with the international achievementsthe international with along two decades the past Park, and Ji-sung Se-ri Pak, Park, as Chan-ho such of athletes Hallyu White Paper, 2018 | Hallyu, Again at the starting point 75

. Ten Asia Ten . Trans. Kim, Ji Kim, . Trans. Hankyoreh Hankyoreh . Seoul: . Seoul: . http://view.asiae.co.kr/ : No malicious comments : No . https://news.joins.com/ . http://news.heraldcorp.com/ . http://news.kmib.kr/article/ . http://osen.mt.co.kr/article/G1110334275 Global Times Asia Business Daily Joongang Ilbo Kukmin Ilbo OSE N Herald Business Online The Political Economy of Communication ". http://star.ohmynews.com/NWS_Web/OhmyStar/ Political Economists of Communication Economists Political . http://www.hani.co.kr/arti/opinion/column/885638.html Inter-Asia Cultural Studies, 19 (2), 16-179. Cultural Inter-Asia view.php?ud=20160116000078 Woon (1998). Seoul: Nanam. apology ... the Chinese tabloid ... the Chinese tabloid apology be tolerated. shall ... No blow to Korean Wave? Wave? Korean to blow ... No news/view.htm?idxno=2019031411523456686 first female president-elect. president-elect. female first view.asp?arcid=0010262786 incident diagnosis ①]". incident Shinmun K-pop tower is falling down. down. is falling tower K-pop article/23412031 The entertainment world after hit by a tsunami, what now? now? what hit by a tsunami, after The entertainment world http://tenasia.hankyung.com/archives/1678978 OhmyNews at_pg.aspx?CNTN_CD=A0002226328 position on the South China Sea ... because of popularity alone? alone? of ... because popularity Sea position on the South China I regret ... suspension of ... suspension activities Sports in China”. http://news. Chosun. I regret chosun.com/site/data/html_dir/2016/01/17/2016011700475.html Communication Books. Communication Yoon, Soo Ryon (2018). Gangnam Style in Dhaka and inter-Asian refraction. refraction. and inter-Asian Dhaka in Style (2018). Gangnam Soo Ryon Yoon, Mosco, V. (1996). Mosco, Herald Business (2016). Tzuyu controversy, even Park Jin Young issued Jin Young Park even controversy, (2016). Tzuyu Business Herald Choi, Dae-yeol & Kim, Heung-soon (2019). Five trillion K-pop industry shakes shakes industry trillion K-pop (2019). Five & Kim, Heung-soon Choi, Dae-yeol Jung, Joon-hwa (2016). Tzuyu’s flag, alias the effect of a scary butterfly [Tzuyu [Tzuyu flag, alias the effect (2016). Tzuyu’s scary butterfly of a Joon-hwa Jung, Asks the Taiwan’s video? the Tzuyu about (2016). “What Cheon, Keum-ju Park, N. (2019). Korean Wave, another exploitation factory? factory? another exploitation Wave, N. (2019). Korean Park, Min, K. (2019). The sex crime scandal followed by lies and reverse blast ... blast by lies and reverse Min, K. followed crime scandal (2019). The sex Noh, K. (2019). Seungri and Jung Joon-young’s Group Katok “Tsunami” ... “Tsunami” Katok Group K. Joon-young’s and Jung Noh, (2019). Seungri Kim, Y. (2016). Yoona of the Girls’ Generation forced to declare her declare to forced Generation of the Girls’ Kim, Y. (2016). Yoona Kim, Y. (2016). Park Jin Young’s apology letter: Tsui, I taught you wrong ... wrong you I taught Tsui, letter: apology Jin Young’s Park Kim, Y. (2016). Choi, E. (2015). Choi, References 3) Universality and particularity of K-pop as a glocal culture

Sujeong Kim (Professor, Chungnam National University, Department of Journalism and Communication Studies) Hallyu White Paper, 2018 | Hallyu, Again at the starting point 77 The In line with this fever, media culture research In line with this fever, The global success of Bangtan Sonyeondan success of Bangtan The global American culture has dominated popular culture worldwide to American the extent that global culture has been equated with cultural event has to do with the penetration and acceptance cultural event has to do with the penetration II. War World American culture around the world after of news or repeating BTS-related information that has become news or repeating BTS-related information Regarding the success of BTS as a general knowledge now. needs to regard BTS as a “cultural event,” away from the needs to regard BTS as a “cultural event,” by BTS in the form of attitude of enumerating the records set effect. Korean government, the cultural industry, export companies, Korean government, the cultural industry, to the BTS and the media are also paying close attention in 2017. The fact that BTS is not associated with the top three The fact that BTS is not associated with in 2017. public interest. entertainment agencies of Korea amplified Billboard Music Awards for two consecutive years after it for two consecutive Awards Billboard Music streak (six consecutive wins) winning broke Justin Bieber’s views and subscribers, and the fandom size. The most iconic and the fandom size. views and subscribers, at the Award Artist Social Top won the event was when BTS Korean popular culture, setting records on the Billboard chart, setting records on the Billboard Korean popular culture, YouTube sold abroad, the number of the number of albums fan frenzy made headlines every day in 2018. The epithet The epithet day in 2018. made headlines every fan frenzy has been heard in combination with “the first Korean band” of unprecedented in the history each of their achievements (Bulletproof Boy Scouts; hereinafter “BTS”) and their global “BTS”) and Boy Scouts; hereinafter (Bulletproof 1. Introduction Hallyu White Paper, 2018 | Hallyu, Again at the starting point 78

Can we be sure that BTS is the result of the local Can we be sure that BTS is the result under the cultural sentiment and production method of Korean society and, at the same time, a global culture embodying the event mean? in the first place, and what does this cultural that K-pop is a local culture created This article will argue equipped with global sentiment and style enough to attract equipped with global sentiment and style cultural event possible even the United States? How was this entity that happens lifestyle of Koreans? Or is it an exceptional culture global a originally but product Korea” in “made a be to popular culture of Korea internalizing the emotions and popular culture of Korea internalizing in every corner of the world, occupying the position of the in every corner of the world, occupying culture. representative of the 21st century global stage and succeeded in adding qualitative metamorphosis to stage and succeeded in adding qualitative accepted quantitative growth and began to be enthusiastically North American and European markets, which were holding European markets, which were holding American and North on this global BTS emerged the global cultural hegemony. this time of course more strongly than the Latin American more strongly than the Latin this time of course insignificant in the its position was example. However, emerged in the form of the so-called Korean Wave (hallyu) Wave Korean in the form of the so-called emerged of the globalization of local culture, fever as an example Americas but also in the United States; yet, North America has has America North yet, States; United the in also but Americas dominance. Entering the new millennium, upheld its cultural and Korean pop music (K-pop) Korean dramas (K-dramas) 1990s when Latin American pop culture (typically “telenovela” pop culture (typically American Latin 1990s when and South only in the Central popular not dramas) became culture. This pattern of unidirectional cultural distribution has distribution cultural of unidirectional This pattern culture. early in the began phenomenon This BTS. cracked by been Hallyu White Paper, 2018 | Hallyu, Again at the starting point 79 ** this * than “general,” which means the majority, than “general,” which means the majority, and “dominant,” which emphasizes the hierarchy of power. dominant general state arising from a given context of the current epoch. In explaining the phenomenon of K-pop communication across the boundaries of the state, culture, language, and generation, “universal” or “universality” was considered more suitable The discussion in this article is divided into The discussion in this article is divided To support this argument, there is a need to there is this argument, support To In this article, the term universality is the term universality In this article, Sections 2 and 4 of this article partially 2 and 4 of this article partially Sections

not used in the sense of universal truth that transcends time and space but refers to a article expands the discussion in Sujeong Kim and Soo-Ah Kim (2015b) to the dimension of global culture. ** rely on the paper of Sujeong Kim and Soo- Ah Kim (2015b). For detailed examples and This explanations, please refer to the paper. * K-pop culture conducted to date in order to broaden the K-pop culture conducted to date in order the position of this understanding of this topic and assess of K-pop are three strands: (i) the cultural characteristics and Wave on Korean reviewed as discussed in the research cultural codes?” and how could it operate with the global culture and its universality as a global culture by delving into culture and its universality as a global of K-pop, the question, “What are the unique characteristics regarding fandom and K-pop as the basic resources, regarding fandom and K-pop as the basic of K-pop as a local article aims to explore the particularity conditions that made the success of BTS possible without the success of BTS possible without conditions that made research findings dealing directly with BTS. Using the of the epoch, going beyond the narrow scope of the success beyond the narrow scope of the success of the epoch, going the of BTS, and helps us understand or conditions of success by a mere observation of the activities and styles of BTS. This of the activities and styles of BTS. by a mere observation capture the characteristics and emotions work enables us to determine the historical and sociocultural context and nature and sociocultural context and nature determine the historical of BTS, which cannot be achieved of K-pop as the incubator cultures, I will use the term “glocal” culture proposed by “glocal” culture proposed will use the term cultures, I 1995). (Robertson, Roland Robertson newly forming global cultural sentiment and desire. In order to In order desire. and sentiment global cultural forming newly global of local and implementation the simultaneous explain Hallyu White Paper, 2018 | Hallyu, Again at the starting point 80 Over the past decade, the popularity of K-pop Over the past decade, and boy groups with multinational members taking account of each local market, and involving famous European and often mentioned with regard to K-pop’s hybridity are mixing often mentioned with regard to K-pop’s K-pop girl English lyrics with Korean lyrics, composing the global pop trend pop music forms and styles reflecting hip-hop. Other factors by mixing rock, electronic, R&B, and to raise questions about the cultural identity of K-pop. K-pop’s of K-pop. K-pop’s to raise questions about the cultural identity Western with its cultural hybridity has been mainly associated communicate with other cultures. Discussions about hybridity communicate with other cultures. Discussions scholars and researchers have prompted some popular culture success of K-pop. A major factor of the success of K-pop A success of K-pop. which enables it to frequently mentioned is cultural hybridity, fandom size and active discussions have been underway in fandom size and active discussions have factors leading to the the media and academia to identify the has rapidly expanded in terms of regional coverage and has rapidly expanded in terms of regional 2. Controversy over K-pop’s local cultural local K-pop’s over 2. Controversy identity production, and consumption connected by the media and the connected by the and consumption production, this particularity as a global culture. operation mode of flow; and universal cultural order to capture the context in of text, in the three aspects of K-pop (iii) the particularity study; (ii) the social conditions of the 21st century and the century the 21st of social conditions (ii) the study; this born in emotions youthful sharing generation K-pop Hallyu White Paper, 2018 | Hallyu, Again at the starting point 81 Sujeong Kim and Soo-ah Kim (2015b) critically The question about the cultural identity of K-pop is identity of K-pop about the cultural The question itself and the relationship between local and global cultures. associated not only with the characterizing of K-pop as Koreanassociated not only with the characterizing of popular culture pop culture but also with the perception the use of “K” in naming this genre of music (Jo-Han, 2013). the use of “K” in naming this genre of identity are nationality and cultural These issues of K-pop’s music landscape of Korea, as discussed earlier, and others and earlier, music landscape of Korea, as discussed that can justify insist compulsively on cultural nationality reactions to K-pop widely vary—some question whether the reactions to K-pop widely vary—some music represents the entire pop K-pop girl and boy groups’ mainstream of Korean pop music enjoyed not only by its fans mainstream of Korean pop music enjoyed in Korea. In Korea, but also the general pop music consumers and use the name regardless of who named it and that the and use the name regardless of who named dance music referred to by K-pop is the girl and boy groups’ of Korean pop music (Shin, 2013, p. 31). However, this is (Shin, 2013, p. 31). However, of Korean pop music that Koreans accept an interpretation that disregards the fact referring to Korean pop music by a Hong Kong-based referring to Korean and that K-pop represents only a part satellite broadcaster was a genre of pop music produced in Korea for other was a genre of pop out that K-pop was thus named when countries,” pointing raised in relation to the question about its representativeness, about its representativeness, to the question raised in relation in K-pop stands for Korea. For example, given that the “K” Hyun-joon Shin declares that “K-pop pop music researcher not K-pop is purely Korean. not K-pop American composers and choreographers in the production of of in the production choreographers and composers American or whether been raised has the question Consequently, K-pop. Hallyu White Paper, 2018 | Hallyu, Again at the starting point 82 The problem with this The second position puts forth the argument that The second position puts forth the argument foreign researchers, is based on the cultural essentialism that perceives culture in its petrified form. Korean classical beauty, and virtuous attitudes, and Confucian Korean classical beauty, which is advocated by some This view, values (Lie, 2012). them stems from the view that Korean music should be the one be the should music Korean that view the from stems them Korean pentatonic scale, carrying traditional features, such as K-pop’s hybridity deprives it of its nationality. This argument This argument it of its nationality. hybridity deprives K-pop’s views. One of has actually been derived from two different question of identity itself. the quest for Korean sociocultural characteristics as the local the quest for Korean sociocultural characteristics by dismissing the culture imbedded in the hybridized culture equating textual hybridity directly with statelessness (Kim equating textual hybridity directly with Another problem with this position is dismissing S.J., 2012). nationality of K-pop and criticizing the West-centredness West-centredness and criticizing the nationality of K-pop it contains a conceptual error by of the question. However, government or the media to monopolize the success of K-pop media to monopolize the success of K-pop government or the nation by dismissing the question of as the success of the tendency to discriminate between the two. This argument This argument between the two. tendency to discriminate discourse of the of forestalling the patriotic has the effect “hybridized culture,” it is also a discriminatory question a discriminatory culture,” it is also “hybridized to of identity is not raised with regard because the question is a strong In addition, there music (Jung, 2011). Western of cultural only is the question is that not The first position is a stateless given that K-pop in itself, identity meaningless examine the discussions surrounding the cultural identity identity the cultural surrounding the discussions examine positions. into three them dividing by largely of K-pop Hallyu White Paper, 2018 | Hallyu, Again at the starting point 83 The third position is that K-pop has a Korean The third position is that K-pop has a The other view underlying the second position, second position, view underlying the The other market orientation (Shin & Kim, 2013). Hyun-joon Shin agree to this view in that (2013) and Dong-yeon Lee (2011) principles pursued by Korean conglomerates such as Samsung,principles pursued by Korean conglomerates global and building, identity brand integration, vertical namely production system of K-pop entertainment agencies represents production system of K-pop entertainment the same organizational a Korean style in that it is operated by and not in its cultural value or sentiment expressed by it. For and not in its cultural value or sentiment that the in-house example, Sori Shin and Ranu Kim argue into two distinctive stances. One is the research direction of into two distinctive stances. One is the its production method seeking the Korean nature of K-pop in cultural identity despite its hybridity. This position is divided cultural identity despite its hybridity. by perceiving culture as a product completely overpowered by by perceiving culture as a product completely and dependent upon the economy. of music but presents limitations in that it overlooks the limitations in that it overlooks the of music but presents its relative autonomy characteristics of K-pop as culture and Lee, 2006, 2012). This has the advantage of highlighting This has the advantage Lee, 2006, 2012). cultural capital beyond the realm K-pop as a cross-border imitate the trends in Western pop culture to facilitate its export pop culture to facilitate its export Western imitate the trends in 2013; it as Korean popular culture (Shin, instead of regarding i.e. the denial of K-pop’s nationality, is regarding K-pop as is regarding nationality, i.e. the denial of K-pop’s by entertainment agencies that a global product fabricated oblivion of the values and lifestyle experience by the public experience the values and lifestyle oblivion of now.” “here and view is that it overlooks the dynamics and changes in culture, in culture, changes and the dynamics overlooks is that it view in total the past criteria of the present using the evaluating Hallyu White Paper, 2018 | Hallyu, Again at the starting point 84 argument This The current study also holds the position taken The other stance of the third position is a holistic The other stance of the third position its cultural identity, i.e., its locality. its cultural identity, “moralism” as the value and sentiment of Korean culture that “moralism” as the value and sentiment of K-pop is permeates the production, text, and consumption Detailed discussions will be presented in Section 4. In a Detailed discussions will be presented to the can be boiled down argument nutshell, these authors’ fans’ reactions and voluntary activities, going much beyond fans’ dimension of K-pop production. the mere organizational training method, the dimension of content fusing music and training method, the dimension of content including performance, and the dimension of consumption explained from a multidimensional perspective encompassing explained from a multidimensional perspective including the the dimensions of the production process, view suggested by Sujeong Kim and Soo-Ah Kim (2015b). view suggested by Sujeong Kim and can be that the Korean cultural identity of K-pop They argue process only at the organizational level. organizational process only at the 2014). This example shows that there is a serious limitation This example shows that there 2014). characteristics in the K-pop production in discussing Korean namely factory-like division of labour, family-like solidarity, family-like solidarity, division of labour, namely factory-like G.T., for widespread distribution (Lee and a branding strategy degree. However, this view is challenged by the argument that the argument is challenged by this view degree. However, method was inspired by and actually the K-pop production production method, Motown Records’ very similar to the which used to focus on the apparent musical characteristics, musical characteristics, to focus on the apparent which used to a certain and is persuasive of music production to the level culture. to Korean is specific production K-pop identity, of cultural of discussion scope the has extended Hallyu White Paper, 2018 | Hallyu, Again at the starting point 85 the characteristics reflections on This requires The rapid development of technology is The rapid development of technology Fandom is a representative case of this phenomenon. In the pre-digital 20th century too, fans of specific movies or rock now become prosumers that generate information and content now become prosumers that generate passive consumers. ad infinitum; that is, they are no long their consumption patterns and scope, increasingly boosting their consumption patterns and scope, consumers have Media mutual accessibility and interactivity. transforming the attributes of media consumers along with transforming the attributes of media consumers 1) Fandom as a consumer model in the digital age 1) Fandom as a consumer 3. Conditions of the digital global age and 3. Conditions of the digital characteristics of millennials could become a global culture and the superimposition of local of local superimposition the and culture global a become could as well as the internal and external leaps. and global cultures this macroscopic cultural trend that we can gain a deeper trend that we can gain a deeper this macroscopic cultural cultural style process by which K-pop’s understanding of the and trends of the global culture of the present time instead of the present time of the global culture and trends music styles as characterizing Western of oversimplifying by placing K-pop in the context of global culture. It is characteristics could surge as a global culture and be accepted culture and be as a global could surge characteristics fans. by global by Sujeong Kim and Soo-Ah Kim (2015b), in which the in which (2015b), Kim and Soo-Ah Kim by Sujeong local cultural with how K-pop to explain is key feature Hallyu White Paper, 2018 | Hallyu, Again at the starting point 86

Fandom has characteristics of strong emotional Fandom has characteristics of strong Advances in Internet technology have further in Internet technology Advances object. Most industries in the new media ecosystems leverage these fan characteristics to their advantages by turning attachment, loyalty, and devoted behaviour towards the fan and devoted behaviour attachment, loyalty, shift from the interpreting to the performative audience (Kim shift from the interpreting to the performative S.J. & Kim S.A, 2015a). content to actively committed fans participating, connecting, content to actively committed fans participating, has triggered a paradigm and implementing content generation also general media consumers. The shift of fan model from The shift of fan model also general media consumers. and appropriating passively consuming fans interpreting and “participatory culture” formed by active involvement and “participatory culture” formed by of not only fans but have become common characteristics which is the ability of a virtual community to combine and which is the ability of a virtual community among fans, utilize expertise through close interactions SNS as emails and blogs/vlogs, and the communication, such intelligence,” (Jenkins, 2006, p. 18). Furthermore, “collective and create networks connecting dispersed media content, connecting dispersed media content, and create networks media to new media through personal converting legacy practice. Fan activities have engendered a “convergence have engendered a “convergence practice. Fan activities fans find new information culture” in which committed expanded and strengthened the characteristics of the fandom the characteristics of the fandom expanded and strengthened which has now evolved into everyday portrayed by Jenkins, characterized by participatory culture or “community culture” culture or “community by participatory characterized 1992). (Jenkins, stars or TV programmes created and distributed fan magazines magazines fan and distributed created programmes TV or stars of fandom presence the and indicated fan fiction and (fanzines) Hallyu White Paper, 2018 | Hallyu, Again at the starting point 87 The 2012, p. Y.R., , a non-mainstream marginal culture could , a non-mainstream marginal The behaviour of all media consumers and The behaviour of all transforming the original video, including cover dance videos, reaction videos, and parody videos. Such creative media videos generated by fans active on the YouTube platform. YouTube videos generated by fans active on the fan-created videos Meme video is an overarching term for Gangnam Style of meme achieve global success thanks to the proliferation by numerous fans operate in this attention economy. Su- economy. by numerous fans operate in this attention point out that Psy’s cheol Kim and Jeong-won Kang (2013) 170). The market has now become an arena of competition for The market 170). YouTube posted on The products 2014). attention (Webster, resource of the “attention economy” system that assigns value resource of the “attention economy” (Kim to infinitely proliferating information value generation attracts “attention.” Within the constraints Within value generation attracts “attention.” scarcity of “attention” makes it a the of 24 hours in a day, audiences as producers leads to an explosion of information leads to an explosion of information audiences as producers of digital media, and number that circulates through a large high in the industry. boundaries between consumption and production are blurred, consumption and production are blurred, boundaries between and value of fandom become increasingly and the importance from product reviews to related parody videos and plays the parody videos reviews to related from product such carrying out multiple functions, role of ideal consumers supporters, and idea providers. as purchaser/marketers, consumer item or a brand (e.g., Starbucks), each fandom Starbucks), each item or a brand (e.g., consumer own content producing its brand value by actively boosts the consumers into fans of their products and brands. Regardless brands. Regardless and their products fans of into consumers a specific star or is a K-pop fan object specific the of whether Hallyu White Paper, 2018 | Hallyu, Again at the starting point 88 The The nature of the fandom community as a gift The nature of the fandom community It is obvious that fans’ committed participation in participation in committed that fans’ It is obvious technology and fandom activities in the direction of attributing the development and implementation of new economy leads us to rethink the relationship between economy leads us to rethink the relationship fan identity that gives rise to emotional solidarity (Booth, fan identity that gives rise to emotional 2010). want to hold on. is a non-profit cultural practice that fans is a source of sense of belonging among the fan community economy operates as the fans’ obligations and rights related to economy operates as the fans’ of the gift economy these community activities and the ethics criticism that it has only a mythical function of dressing up the criticism that it has only a mythical function gift the mutual reciprocity of the phenomenon of free labour, recognition, and exchange among fellow fans as well as the recognition, and exchange among fellow Despite the pleasure of creating and sharing fan products. the free labour of fans has the aspect of a “gift economy,” has the aspect of a “gift economy,” the free labour of fans of gratitude, which operates on the ethics and principles that puts and keeps the Internet in motion. They are mostly They are the Internet in motion. that puts and keeps and subsumed by capital. However, provided free of charge are mailing lists, and blog/vlog activities, bulletin comments, emotional, and nonmaterial labour the outputs of cultural, practicing convergence culture and collective intelligence collective intelligence culture and convergence practicing (Terranova, “free labour” in the digital economy is in effect activities, such as chats, real stories, 2000). Production success in the attention economy. success in content generated by fans’ affection, sense of humour, and humour, sense of affection, by fans’ generated content global K-pop’s explaining axis important an constitutes loyalty Hallyu White Paper, 2018 | Hallyu, Again at the starting point 89 which in turn existential exploration, Pop music consumers worldwide are generally Pop music consumers worldwide are after admitting large differences in their personal skills, the differences after admitting large and economic levels of their respective countries, gender, 1995, or the so-called digital natives. They are Internet-based 1995, or the so-called digital natives. generation. Even prosumers and the “participatory culture” the millennials (millennial generation or Generation Y) born or Generation the millennials (millennial generation Z generation born after after 1985, and narrowly defined, the young adults in their teenage and twenties, and they are said young adults in their teenage and twenties, defined, they are to be the core fan base of K-pop. Broadly 2) Age of neoliberal “individualization” and the millennial Age of neoliberal “individualization” 2) generation people as universal characteristics shared in the context of the characteristics shared in the context people as universal 21st century. personalities. In this vein, the next section will be dedicated to vein, the next section will be dedicated personalities. In this desire and cultural sensitivity of young contemplating on the audiences/performers’ of new desires and of the emergence enables the discovery new technologies. These epistemological transitions further transitions further epistemological These new technologies. the to the three-way interactions among draw our attention and conditions, technology, overall change in socioeconomic around, i.e., attributing the various functions played by fans functions played attributing the various around, i.e., by possibility provided to the technological as prosumers of audiences/ and ethics desire the specific to technologies other way than the rather millennium of the new fans Hallyu White Paper, 2018 | Hallyu, Again at the starting point 90 First, millennials born in the developed countries developed countries born in the First, millennials jobs, such as YouTube personal broadcasting, left with no personal broadcasting, left YouTube jobs, such as other choice in a flexible economy and an unstable labour ratio (Kim S.J, feasibility allowing the maximum benefit-cost one-person creator 2010). It is the first generation to execute in a self-development culture and to operate by the principle in a self-development culture and to operate and economic of self-government to enhance competitiveness fashion as corporate management. It is a society that requires fashion as corporate management. It and prove themselves individuals to constantly move ahead human capital, the dominating self-image is a self-managing human capital, the dominating self-image own human value in the same subject seeking to raise one’s emphasized more strongly than any other generation. Under emphasized more strongly than any other is regarded as neoliberal education, in which each individual exercise freedom of choice except for the freedom not to exercise freedom of choice except for choice for one’s choose, with the personal responsibility is familiar with the principle of competition applied to the principle of competition applied to the is familiar with the and is required to operation principle of the entire society self-development and human capital determined by active human capital determined by active self-development and (2004), this generation According to Michel Foucault choice. “individualization” of the neoliberal system. They internalize of the neoliberal system. “individualization” and self-subjectification as the culture of self-awareness of the West is the generation that has grown up in the is the generation West of the and deeply impregnated by the late modernity period dominant social situations they are in, three characteristics can are in, three characteristics social situations they dominant be inferred. local culture, from the millennial generation’s sensitivity and sensitivity generation’s the millennial culture, from local the considering trends” “universal as patterns behaviourial Hallyu White Paper, 2018 | Hallyu, Again at the starting point 91 In superimposition with this neoliberalism, the In superimposition become more value-oriented. Moreover, individuals tend more individuals tend become more value-oriented. Moreover, strongly to collectively pursue a more self-determined and system, whereby individuals gauge professional success or system, whereby individuals gauge professional and standpoints labour and economic rewards from different relations and individualizing social risks. In the process of relations and individualizing social risks. changes in the value individualization, individuals experience to decreasing birth rates. Beck argues that individualization that individualization to decreasing birth rates. Beck argues from class has the dual nature of liberating individuals is that of marriage becoming a matter of choice and a single- is that of marriage becoming a matter thing, both contributingfamily household becoming a common manifested in the labour market, the political process, and the manifested in the labour market, the political individualizing society traditional gender role. Examples of an with uncertainty (Beck, 1997). The individualization theorist with uncertainty (Beck, 1997). of individualization Ulrich Beck (1997) identifies the elements industrial lifestyle and has to become a planner and director and has to become a planner and director industrial lifestyle own, coping live a life of one’s own life history and of one’s process of individualization, an individual is separated from an individual is separated from process of individualization, gender role, and nuclear family-centred the traditional class, process of individualization is underway as a phenomenon is underway as a phenomenon process of individualization late modern social structure. In the of fluidization of the self-branding in uncertainty, going beyond the emergence of beyond the emergence going in uncertainty, self-branding by technology. prosumers enabled is tantamount to the implementation of an individualised of an individualised to the implementation is tantamount through that creates value and cultural practice economic market where contracts and irregular work are common are common work and irregular contracts where market broadcasting of one-person spread The of employment. forms Hallyu White Paper, 2018 | Hallyu, Again at the starting point 92 Third, in the technologically mediated environment Second, technological development is used as development Second, technological of an extended virtual world, such as forums and blogs, young fandom generation of K-pop is a generation with these young fandom generation of K-pop is sensitivities. verify their presence through continuous lively actions, and verify their presence through continuous The with others. seek recognition through content sharing comments, emoticons, likes, and videos on various platforms comments, emoticons, likes, and videos Twitter, and YouTube, and media, including blogs, Facebook, and consumption patterns of physical sensations and various and consumption patterns of physical implement posts, They of pleasure. accompanying effects surge of ASMR content or personal broadcasting (e.g., eating ASMR content or of surge of the production videos) among young people is also one online games, use media technologies to express their multi- online games, use media technologies A and physicality as their daily activities. affective, sensory, experience and acceptance of emotions, materials, and experience and acceptance extended by senses. Millennials, who are also a generation than labour and success, particular importance is attached particular importance is attached than labour and success, expression as well as individual to entertainment and individualistic lifestyle. As consumption and leisure are As individualistic lifestyle. life role in living an individualized playing a more important an important means to enhance individual human values to enhance individual human values an important means an as an important means to express and, at the same time, change individual value and lifestyle, which is of course most lifestyle, which is value and change individual the millennials. evident in individualistic lifestyle (Lee, 2014, p. 27). These conditions conditions These p. 27). (Lee, 2014, lifestyle individualistic inevitably individualization process of in the of neoliberalism Hallyu White Paper, 2018 | Hallyu, Again at the starting point 93 pursuit of Of course, such epochal diagnoses and forms Of course, such epochal diagnoses and (OECD) as models. However, there are increasingly fewer (OECD) as models. However, societies that can escape the globalization of consumption class young people in Western societies or countries of the societies Western class young people in and Development for Economic Co-operation Organisation of generational affect lead to the acceptance of middle- lead to the acceptance of generational affect communication and seeking connections with others in pursuit communication and seeking connections recognition, and integrity within a community. of empathy, an individual is an ultimate social unit and individual taste is an individual is an ultimate social unit more engrossed in emphasized, millennials are paradoxically involvement implies passivity in that it is almost automated involvement implies passivity in that conditions in which (Dean, 2010). In conclusion, living in within communication networks, thus transforming digital within communication networks, thus At the same time, this active networks into networked affect. certainty enhances their involvement in communication itself, their involvement in communication certainty enhances images and texts constantly updating and uploading their individual approaches and tastes. In a society dominated by and tastes. In a society dominated individual approaches individuals’ and fluidity, instability, uncertainty, data, including the amount of recommended content on amount of recommended content on data, including the individual behaviour data, systematize and countless YouTube constantly calls for choices and emphasizes respect for each and emphasizes respect calls for choices constantly and imitate taste, individuals seek recommendations other’s their own choice. Big tastes for lack of rationale for others’ and more tenuous, people’s desire for “real” becomes more desire for “real” tenuous, people’s and more a culture that increases. In the value of integrity intense and individuals are paradoxically led to pursue certainty. As the As certainty. to pursue led paradoxically are individuals more become worlds and virtual real between boundaries Hallyu White Paper, 2018 | Hallyu, Again at the starting point 94 This sensitivity specific to this age In the next section, we will present a detailed In the next section, we will present a begin with, the K-pop singers will be analysed as the product of media as a form of content culture. and production. The role of media acting on these three The role of media and production. To also be discussed. dimensions and mediating them will analysis of the particularity of K-pop by dividing it into the analysis of the particularity of K-pop (text), consumption, dimensions of public-generated content will be enjoying K-pop. seems to be increasingly widely shared, which is presumably seems to be increasingly widely shared, Z that are and the sensitivity of millennials and Generation phenomenon are formed empathy towards a specific object or through networks of affect. individualized autonomous life leads to the formation of individualized autonomous life leads of anger and a community in which emotional resources and recommendations, and the playfulness and earnestness and the playfulness and earnestness and recommendations, The pursuit of an of pleasure are sought synchronously. can pass. The fragmentation of individual attention is The fragmentation can pass. through the number of views outpaced by centralization tendency to pursue differentiated tastes consistently and tastes consistently and differentiated tendency to pursue things through which marginal a gap continuously offers economic levels and circumstances, the above-mentioned the above-mentioned levels and circumstances, economic senses common to millennials. sensitivities are becoming the individual differentiation, In this age that requires commonplace practice of digital network culture. Moreover, Moreover, network culture. practice of digital commonplace in the interpersonal differences intercountry and despite the and culture, the neoliberal economic system protected by protected system economic neoliberal the and culture, and the to individualization, changes the structural the State, Hallyu White Paper, 2018 | Hallyu, Again at the starting point 95 factors of What do you think are the popularity Rather, reactions of the audience in each country reactions of the audience in each country Rather, Many diagnoses and explanations have been and explanations Many diagnoses Figure 1, the As presented in the survey results in latest Korean fashion and beauty trends (11.9 %), unique latest Korean fashion and beauty trends (11.9 (KOFICE, 2018, %) pronunciation of the Korean lyrics (11.6 groups (14.8 %), refrain with catchy melody and rhythm groups (14.8 %), refrain with catchy (12.5 %), (14.7 %), excellent performance of singers/groups K-pop audiences attributed the popularity of K-pop to various K-pop audiences attributed the popularity and style of singers/ characteristics: attractive appearance (Question: K-pop?). 2016 and 2017 KOFICE surveys, the respondents were asked 2016 and 2017 KOFICE surveys, the factors of K-pop to select two most important popularity its visible characteristics are more appeal in that find K-pop’s clichéd approach. In convincing although it may appear a SJ, 2012). cannot be equated with statelessness nor is there a guarantee with statelessness nor is there a guarantee cannot be equated for the audience (Kim that statelessness has a positive appeal However, it is a rather post hoc inference of replacing the it is a rather post hoc inference However, hybridity with its explanation. Moreover, description of K-pop explanation was K-pop’s imitation of the Western trend and Western of the imitation explanation was K-pop’s and blurred nationality (Jung, 2013). the resultant hybridity presented about the reasons for the surge of K-pop as a global reasons for the surge presented about the The initially dominant existence. culture from its marginal 1) K-pop as the total content package as the total content 1) K-pop 4. Particularity of K-pop of 4. Particularity Hallyu White Paper, 2018 | Hallyu, Again at the starting point 96 7.0 2017 (9) 6.9 7.8 (8) 9.3 9.3 (7) 10.0 10.3 (6) 11.4 was initially used to refer to such singers/ groups but is now used in various activity areas. and attracted the public’s attention. The term attention. and attracted the public’s 11.6 (5) 11.0 11.9 (4) 8.8 12.5 (3) 11.5 14.7 (2) 14.4 The salient feature of K-pop as a popular culture is The salient feature of K-pop as a popular refers to a dance music group, usually trained and * 2016 14.8 (1) The term idol began to be used in Japan to be used in idol began The term 16.7

means a popular entertainer who has debuted in his/her teenage years and early twenties * Although its meaning has in the 1970s. gradually changed since then, it basically that it is an “idol group” as a total content package. In Korea, “idol” (Source: Korea Foundation for International Culture Exchange [KOFICE], 2018, [KOFICE], Exchange Culture International for Foundation (Source: Korea p. 57) pronunciation of Korean lyrics; (6) Differentiated concepts of singers/groups; concepts of singers/groups; lyrics; (6) Differentiated of Korean pronunciation and English of (8) Combination Korean and rhythm; sing-along (7) Easy refrain service of singers/groups. lyrics; (9) Good fan K-pop popularity factors: (1) Attractive appearance and style of idol singers/ of and style idol appearance (1) Attractive factors: popularity K-pop performance (3) Excellent and rhythm; melody with catchy (2) Refrain groups; Unique (5) trends; and beauty fashion Korean (4) Latest of singers/groups; Figure 1. Figure presented to the audience, is the key link between K-pop the key link between to the audience, is presented production and consumption. is limited to the dimension of the audience’s appreciation of appreciation the audience’s to the dimension of is limited end product dance music, as the K-pop content. However, p. 57). The success factor and popularity factor are not, of factor are and popularity factor The success p. 57). power explanatory latter’s the because synonymous course, Hallyu White Paper, 2018 | Hallyu, Again at the starting point 97 An idol This type of idol type of This * an idol continues to be called an idol in his/ her forties in Japan, Korean idols cease to be called idols when they enter their thirties. only an active singer/group idol. who has become an actor and no longer Whereas actor sings is called a former-idol Particularity of attractive look Particularity of attractive The idol groups’ attractive look has now become The idol groups’

Japan and Korea, where the idol industry

conditions for becoming idols in the Korean pop music scene. Furthermore, Koreans call started, are basically common in this respect. whereas the performance level However, is not an important factor in Japan, singing and dancing skills as well as beauty are prior * audiences intuitively perceive such physical attraction as a audiences intuitively perceive such physical girl groups Moreover, feature specific to K-dramas and K-pop. industry. However, it is an absolute prerequisite for K-drama However, industry. exception, and foreign stars and K-pop idols, which know no satisfaction and aesthetic pleasure. The physical appeal of The physical satisfaction and aesthetic pleasure. in the entertainment celebrities is a universal phenomenon well-formed long legs for girl group idols) to fashionable and well-formed long legs for girl group idols) the audience visual eye-catching costumes and trinkets, gives inevitable. Their physical attraction, from beautiful faces and Their physical inevitable. bodies (including well-proportioned and perfectly trimmed a commonplace expression, but it is such an important local a commonplace expression, but it is such that its mention is cultural feature of K-pop idol groups - from the vantage point of objective distance. from the vantage point Let us proceed to the contextualization and analysis of the contextualization and analysis of the Let us proceed to the with, which we are already familiar characteristics of K-pop, physical reactions through its particularity of presenting a particularity of presenting through its physical reactions total package of idols and, thus, embodies performance-based providing an emotional connection. the universality of music is called K-pop in foreign countries. K-pop induces its countries. K-pop K-pop in foreign music is called multisensorial it with intuitive and to actively accept audiences stylized by an entertainment agency, made up of attractive up of attractive made agency, entertainment by an stylized twenties. early teenage and in their artists Hallyu White Paper, 2018 | Hallyu, Again at the starting point 98 * Asians and the sexual construct of subject- object relationship between Caucasian men and Asian women. the popularity of Korean male idols among American and European fans has the effect of potentially subverting or complicating and Westerners the racist perception about Particularity of the group dance transferring Particularity of the group physicality dazzling Second, a typical idol group dance is of idols reflects the “lookism” The physical appeal

Lookism expressed through K-pop idols

breaking the traditional male image. Second, as pointed out by Seok-kyung Hong (2013), First, for female idols, it means accentuating the male-centred thinking that women “must” emphasis whereas male idols’ be pretty, of on “beauty” has the sociocultural effect * has the following sociocultural implications. performance right from the outset instead of being created to performance right from the outset instead and visual senses as if the former is guided by the latter and and visual senses as if the former is guided a way to maximize the vice versa. Choreography is created in and the perfectly choreographed and executed group and the perfectly choreographed and their auditory performance of the idols mutually strengthen mastering highly technical skills. The refrains with catchy mastering highly technical skills. with by the audience melody and rhythm easy to sing along and dynamic, clear-cut group performance possible only by and dynamic, clear-cut - equipped with, even with the aid of cosmetic surgery. equipped with, even physical appeal “in addition to” their music or acting skills. addition to” their music or acting skills. physical appeal “in be is a prerequisite for K-pop idols to Attractive appearance entertainers. This is different from the cases of foreign from the cases different This is entertainers. with to enhance their competitiveness entertainers who seek groups with overwhelming physical appeal. overwhelming physical groups with in all Koreans, let alone culture deeply internalized handsome boy bands whose popularities peaked in the 1990s, popularities peaked boy bands whose handsome by the K-pop was filled space of visual gratification the empty were very rare in North American and European pop culture, pop and European American in North very rare were and charming of the or disbanding the retirement and after Hallyu White Paper, 2018 | Hallyu, Again at the starting point 99 All means kal means “group dance”). The dynamically means “group dance”). With respect to dancing, however, the Anglo- the respect to dancing, however, With The lineage of the dance group genre can be traced be traced can group genre the dance of The lineage gunmu “knife,” flowing stunning movements of dancing their respective parts accuracy and technique. They dance perfectly in sync and They accuracy and technique. ( their group dance has the epithet of kalgunmu and the boy group EXO. Regardless of their size, all K-pop and the boy group EXO. Regardless of with brilliant idol groups execute their choreographies Entertainment alone have created the 11-member boy group 11-member Entertainment alone have created the Generation, and the 9-member girl group Girl’s Super Junior, Korean idol group dance. In addition, Korean idol dance Korean idol group dance. In addition, than 10. SM groups have more members, often more American boy groups of the 20th century cannot be compared American boy groups of the 20th century dance moves of with the dazzling, powerful, and elaborate fill the void. idol dance groups just propped up to of the Korean Idol Dance Group is one of the reasons for the Dance Group is one of the reasons for of the Korean Idol The Korean male and female absence of such dance groups. another between 2000 and 2002, leaving the dance group out and 2002, leaving the dance group another between 2000 The emergence scene of the 2000s. of the global pop music the once famous boy bands disappeared from the global pop bands disappeared from the global the once famous boy after They ended their activities one 2000s. music scene in the followed by “Backstreet Boys”' and NSYNC in the 1990s (their and NSYNC in Boys”' by “Backstreet followed mid- was “Spice Girls” in the UK in the girl-group counterpart groups. they were all five-member 1990s). Interestingly, back to “New Kids on the Block” (NKOTB), a US boy band (NKOTB), a Kids on the Block” back to “New popularity, and enjoyed global in the mid-1980s that appeared accompany the music (Weiv, July 1, 2013). July 1, music (Weiv, the accompany Hallyu White Paper, 2018 | Hallyu, Again at the starting point 100 What is more, the audiences temporarily experience temporarily experience the audiences What is more, is consistent with the aforementioned universal tendency of is consistent with the aforementioned and taste pursued by Millennials. the affect emotion that and elevated specific collectiveness, physicality, This seek all the more. people cannot easily feel nowadays and connecting each part. In other word, K-pop idol dance music connecting each part. In other word, K-pop but transfers the K-pop- does not end with the visual spectacle affect” resulting from the vibrations of the vocal chords resulting from the vibrations of the vocal affect” fusing with the performance and passing through the body, of being nicknamed “beat-splitting” dance. The theme of the of being nicknamed “beat-splitting” dance. the so-called “physical lyrics makes the audience experience choreographies of BTS require highly developed skills and choreographies of BTS require highly which cannot be easily imitated, to the point aesthetic display, materiality and the physical waves to the audience, attending physical waves to the audience, attending materiality and the The video. the scene like quick cuts of a K-pop music choreographed movements of idols who dance across the stage of idols who dance across the choreographed movements the music theme convey the dynamic fantastically expressing father of sociology, referring to the experience of collective referring father of sociology, The bond through religious rituals. consciousness and spectators of a live performance but also while watching but also while of a live performance spectators reminds us of the concept of This emotion music videos. Emile Durkheim, the used by “collective effervescence” solemnly elevated emotions as part of a whole not only as as part of a whole elevated emotions solemnly separately and reuniting to dance in an organic whole capture whole capture in an organic to dance reuniting and separately attention. undivided the audience’s Hallyu White Paper, 2018 | Hallyu, Again at the starting point 101 Personality, familiarity, and authenticity and familiarity, Personality, First, “humility” is shown through the attitudes of First, “humility” is shown through the There is something special in Korean idols’ idols’ in Korean special is something There

as practicing into the late hours of the night to improve their is formed throughout This routine of effort performance skills. everyday attitudes towards fans. “Effort” is also an important is also an everyday attitudes towards fans. “Effort” out backstage, such virtue of idols that is routinely carried can be easily seen on the stage when they greet fans or give can be easily seen on the stage when as well as in their acceptance speeches and in fan meetings arrogant, prioritizing the group’s interest over their own, and arrogant, prioritizing the group’s This members. the consideration they show to their fellow successful artists attributing their success to fans and always successful artists attributing their success instead of becoming thanking them, promising to strive harder aspects of performance. and authenticity of humility and effort are interrelated and and authenticity of humility and effort but are culminated by the different strengthen one another, of Korean stars (Yong-joon Bae being the representative case) Bae being of Korean stars (Yong-joon familiarity, Personality, and often expressed their impressions. and mid-2000s, when the Korean Wave fever began to surge, fever began to surge, Wave the Korean and mid-2000s, when by the humbleness and familiarity foreign fans were touched and by which the public evaluates them. Thus, it applies not Thus, it applies evaluates them. and by which the public early but to all famous entertainers. In the only to K-pop idols their personality, familiarity, and authenticity. Humility and Humility and and authenticity. familiarity, their personality, which Korean society attach great are cultural norms to effort are particularly expected of celebrities importance and which manners towards their fans, which is unprecedented among which is unprecedented their fans, manners towards showing humility and effort celebrities. It is their worldwide - Hallyu White Paper, 2018 | Hallyu, Again at the starting point 102 tweet while drinking. It is filled with moral content! Retrieved February 22, 2018 from https://www.youtube.com/watch?v=qOrK- AUrEfg. morality: 1. Be as honest as possible; 2. Do not swear; 3. Do not create a personal account; 4. Do Ask for consent not post exposure photos; 5. before posting exposure of others; 6. Do not begin with, idols display To West. * Second, K-pop idols have a unique way of building Second, K-pop idols have a unique way Unlike the idol training system of training system of Unlike the idol

years is a good example. The code of ethics The years is a good example. they set demonstrate how much they value they realize the importance of morality The and practice it on their own accord. operation that BTS Twitter discipline of members set and have adhered to for six * other entertainment agencies, BTS has an autonomous training system by which that is difficult to see in the reality shows or variety TV their unembellished charisma in familiarity with fans, employing an approach and commitment familiarity with fans, employing an approach fans into supporting their children’s fan activities. BTS is no fan activities. BTS is no fans into supporting their children’s exception in this respect. The moral character of K-pop idols makes foreign fans feel The moral character of K-pop idols makes parents of teenaged “something new” and easily persuades idols, which can hardly be found in Western stars, can be said Western idols, which can hardly be found in & Kim S.A, 2015b). to be a particularity of K-pop (Kim S.J. discussed in detail in the section dealing with fandom. In other in the section dealing with fandom. In discussed in detail rooted in K-pop effort words, the “morality” of humility and results of continuous training throughout the course of idol training throughout the course of idol results of continuous be will as public, the and fans with interactions and production sync), a K-pop hallmark, requires continuous effort. These requires continuous effort. sync), a K-pop hallmark, are the combined effort moral attitudes of humility and idols’ methods to overcome the anxiety and uncertainty of a trainee’s trainee’s of a uncertainty and anxiety the overcome to methods even when they levels effort They cannot ease the existence. perfect in (dancing kalgunmu because idols celebrated become years of hard training, they have to go through the competition have to go through training, they years of hard their own They develop as debuting members. to be selected their lives, beginning even before they become “idol trainees.” trainees.” “idol they become before even lives, beginning their and trainees to become a fierce competition passing After Hallyu White Paper, 2018 | Hallyu, Again at the starting point 103

was hence important to appear on television and become popular to land contracts for commercials and ad sponsorship (Kim S.J. & Kim S.A, 2013; Jung, 2013) entire pop music industry. In the pre-2010 entire pop music industry. performing arts were Korean music industry, and it small in size and sluggish in activity, Additionally, they provide fans fans they provide Additionally, * Third, “authenticity” used to be the most vulnerable Third, “authenticity” The transformation of idols from pop idols from of The transformation

development of digital technologies, which plummeted records sales and decimated the singers to versatile entertainers is associated with the structural shift from the records industry based on records sales (e.g., CDs) to the digital music industry driven by the * called “artists,” a term differentiating them from “idols.” It called “artists,” a term differentiating against idols was was in the mid-2010s that the prejudice production and planning. At that time, singers who expressed production and planning. in compositions were their own music world by participating prejudice in Korea and the public played down the musical prejudice in Korea and the public played to the nature of idol levels of idols, which was not irrelevant style, lyrics, and compositions are all planned by their style, lyrics, and compositions are all had been widespread agencies. Until the mid-2000s, there discourse (Marshall, 1997). However, idol groups are discourse (Marshall, 1997). However, their concept, vulnerable to the authenticity aspect because to K-pop’s moralism and familiarity. In general, the most In general, moralism and familiarity. to K-pop’s is the authenticity important thing fans seek in their idols feature of K-pop, but BTS and other idol groups added this feature of K-pop, but BTS and other persistence shown by Korean idols can hardly be found by Korean idols can hardly be found persistence shown elsewhere. being connected with fans through SNS can be replicated fans through SNS can be replicated being connected with the intensity and societies. However, by celebrities in other proximity for their fans and deepening familiarity with their deepening familiarity for their fans and proximity with fans by This way of building a close relationship fans. and constantly beings as human insufficiencies displaying their they open a window for direct communication with fans communication a window for direct they open providing their everyday lives, share details of on SNS and talk shows, not in concerts. not talk shows, Lastly, in events. in person them to meet opportunities with Hallyu White Paper, 2018 | Hallyu, Again at the starting point 104 sincere efforts are being communicated as sincere efforts “authenticity” transcending the dimension of their brand image creation or commercial interests. personal experiences, distributing mix tapes produced by themselves, providing content on BTS blogs, and uploading free of charge These LIVE. V “Run BTS!” series on * Furthermore, based on the hip-hop genre, BTS Furthermore, based on the hip-hop genre, ** However, “having skills” in singing and dancing and dancing skills” in singing “having However, BTS consistently convey their Kim Kyung-bin (January 9, 2019) “Nine

producing their own narratives in a serial format with their own growth stories and that idols are not good singers. https://www. insight.co.kr/newsRead.php?ArtNo=47329 ** authenticity to fans through various channels, * idol masked singers that broke the prejudice hip-hop without imitating the original American-style hip-hop without imitating the original sincerely.” featuring socially conscious has established its authenticity, landscape by singing their own experiences and worldviews, landscape by singing their own experiences their messages “very showing their own styles, and conveying music but by the integrity of conveying candid stories and music but by the integrity of conveying to the K-pop feelings. In this regard, BTS added authenticity in songwriting and composition, but the authenticity of an in songwriting and composition, but the write lyrics and compose artist is not revealed by the ability to needs to have his or her own unique style and brand. The most and brand. needs to have his or her own unique style of course, to participate straightforward and common way is, authenticity. However, there is no reason why pop music there is no However, authenticity. pop musician be authentic, a To products cannot be authentic. music is more concerned with the qualities and functions with the qualities and functions music is more concerned produce pleasures rather than artistic as commodities that artists and narrowing the archetypal difference between between the archetypal difference artists and narrowing pop Admittedly, dichotomy remained. idols and artists, the the emergence of idols participating in the composing and the composing and participating in of idols the emergence G-Dragon, such as the Big Bang’s producing processes, the potential of idols to become contributed to displaying is one thing and “having authenticity” is another. Although Although is another. and “having authenticity” is one thing largely overcome as the public perceived anew idol singers’ idol singers’ anew perceived the public as overcome largely programmes. music TV through skills Hallyu White Paper, 2018 | Hallyu, Again at the starting point 105 Role and prestige of Korean idol fans idol of Korean Role and prestige First, the universal nature of the K-pop fandom K-pop’s domestic fandom has a unique Korean domestic fandom K-pop’s As examined so far, K-pop idols are versatile K-pop idols are so far, As examined made up of the Korea-specific This is, of course,

traits of Generation Z at full throttle as digital natives. Web technology. Young Koreans in their teenage and twenties Koreans Young technology. Web the as the main consumers of idol culture, showing emerged the new millennium, when K-pop idol production was well the new millennium, when K-pop idol Korea took a leading role in popularizing digital underway, superfandom at a global level, it displays particular modalities superfandom at a global level, it displays Entering of sharing the universal character of millennials. character in the interface between its relations with the idol character in the interface between its as revealed by the industry and its implementation. However, - 2) Particularity of Korean fandom 2) Particularity of Korean fandom culture to be discussed later in conjunction with the discussed later in conjunction with fandom culture to be method of Korean entertainment agencies. unique production of K-pop lies in this dominant mode of Korean idol pop music dominant mode of Korean idol pop of K-pop lies in this industry. package of cultural format (practice of multi-functional of multi-functional cultural format (practice package of and authenticity as musicians, familiarity, aspects of morality, The originality models, and fashionistas). performers, actors, entertainers centring on visual performance, i.e., a total performance, i.e., centring on visual entertainers “gangster rap” and maintaining the soundness of lyrics shared shared of lyrics soundness the and maintaining rap” “gangster idol music. K-pop by the Hallyu White Paper, 2018 | Hallyu, Again at the starting point 106 Of course, the relationship between fandom and Of course, the relationship between fandom choose to conduct fan activities for a certain member of an idol group, or change their favourite idol group if disappointed and fluidity; they fans of Generation Z show more flexibility at the same time, manage idols, follow multiple idol groups the agency to protect their star. Unlike the fans of 1990s the agency to protect their star. idol groups, the characterized by loyalty to their respective their idols receives unfair treatment from the agency or is in their idols receives unfair treatment from fans wage war against organised conflict with the agency, agency is not always a cooperative one. The moment any of agency is not always a cooperative one. voluntary structural helpers contributing to idols’ success (Kim to idols’ voluntary structural helpers contributing 2012). Yoon, & H.Y. sector responsible for the operation and maintenance of the sector responsible for the operation and sector consisting of idol system, fandom was the informal far beyond the role of active agents or ardent consumers of active agents or ardent consumers far beyond the role was the official (Jung & Lee, 2009, p. 236). If the agency the 2000s began to be positioned as “prior conditions for be positioned as “prior conditions for the 2000s began to going of the entertainment industry,” the production system as multiplayers of star marketers, managers, evaluators, star marketers, managers, evaluators, as multiplayers of of words, the Korean idol fandom and protectors. In other rather than albums or doing stage performances. Under these stage performances. albums or doing rather than expanded their scope of influence circumstances, fandom and of idol albums and concert tickets, as direct purchasers market was decimated by the digitization of content and idols digitization of content decimated by the market was their images selling as versatile entertainers, had to subsist and conditions industrial Korea-specific under surfaced records the small-sized previously, As mentioned contexts. Hallyu White Paper, 2018 | Hallyu, Again at the starting point 107 All of these In this process, the Korean fandom achieved a In this process, the trust and community solidarity among the fans. Korean idol fandom may provide a model of private league tailored to an fan community, from planning to participation, gift delivery, from planning to participation, gift delivery, fan community, collective and payment (Hong, 2014, p. 69), strengthening fandom activities are many and diversified. manner within the activities are carried out in a systematic activities and image (programme can influence their idol’s and scope of etc.), the types directors, fellow actors, staff, donating to a charitable project or public objective in the donating to a charitable project or public serving people that name of an idol to sending a snack car comeback, drama shooting, and musical performance, comeback, drama shooting, and musical of a certain idol, and producing goods matching the image voluntary fundraising among fans to send gifts to a star on voluntary fundraising among fans to as birthday, such activity, days of special ceremony or specific and the ability to create agenda, surpassing typical civic agenda, surpassing typical civic and the ability to create paying “fan tribute,” which is an act of From organizations. systematic organizational power, trust-based bond, network power, systematic organizational material and nonmaterial devotion, mobilization power, capacity that showed strong community traits characterized by strong community traits characterized capacity that showed the 2000s stopped being followers and empowered themselves and empowered stopped being followers the 2000s the of idols, thus overthrowing as nurturers and supporters between stars and fans. traditional hierarchy moment of doubt, they also show the self-determination to show the self-determination doubt, they also moment of in of idols fandom Korean the Conclusively, severance. declare with one (Jung & Lee, 2009). In other words, fans show fans other words, 2009). In & Lee, one (Jung with in a but self-assurance, out of for idols and love devotion Hallyu White Paper, 2018 | Hallyu, Again at the starting point 108

These activities of the Korean idol fandom combine These activities of Not only does the organizational practice of Korean practice does the organizational Not only success. That is, the originality of fandom is that it is a total success. package that commences with the presence of idols and is same time, the fans derive rewards and recognition for their same time, the fans derive rewards and brands and harvesting own actions in the form of creating idol itself a process of experiencing the individual existential value itself a process of experiencing the individual At the pleasure. in an amusement community that produces songs and actions but also their everyday lives through diverse songs and actions but also their everyday This work is in narratives crossing over media boundaries. cultural production of transmedia storytelling, which unlocks cultural production of transmedia storytelling, contained in their idols’ and amplifies not only the worldview subtitles to transnational videos circulating via channels such subtitles to transnational videos circulating K-pop fans participate in the In this process, YouTube. as and international fans are not only purchasers of albums and international fans are not only purchasers by providing and goods but also play the role of prosumers with the global K-pop fan activities on YouTube. Korean YouTube. with the global K-pop fan activities on demonstrates the status of K-pop’s global superfandom and global of K-pop’s demonstrates the status of the specific idol group. propagates the brand Asia and the West. Although there are many voluntary fan Although there West. Asia and the fan page run by an agency also communities, the official contributes greatly to the globalization of K-pop. The Korean The Korean of K-pop. greatly to the globalization contributes almost introduced to the Chinese fandom fandom practice was became a model for the fans of Southeast simultaneously and idol fandom serve as a model for international fandom but also for international serve as a model idol fandom individualised society characterized by unpredictability and by unpredictability society characterized individualised uncertainty. Hallyu White Paper, 2018 | Hallyu, Again at the starting point 109 Korean fandom’s “collective moralism” fandom’s Korean What is peculiar in Koreans in general and the What is peculiar in

Rumours stigmatised and fans turn their backs on him/her. that spread in cyberspace inflict a huge blow on the image If a photo of an idol smoking is seen or it is rumoured that an If a photo of an idol smoking is seen that idol is instantly idol used to be a school gang member, because of a photo showing him drinking alcohol with a friend because of a photo showing him drinking January 21, 2008). Korea, during his high school days (Today years, given that most K-pop idols debut as minors. As a as minors. years, given that most K-pop idols debut cease his activities matter of fact, one idol member had to consciousness, and voting (e.g., voting shots of famous idols consciousness, and voting (e.g., voting during their school including BTS), but also moral excellence of idols include Ah Kim (2015b), the qualifications required patriotism, historical not only virtues of civic ethics, such as behaviours and personality are closely observed and monitored are closely behaviours and personality Kim and Soo- As noted by Sujeong in a wide range of aspects. Korean idol fandom in particular is that they demand from in particular is that they demand from Korean idol fandom behaviours. Idols’ idols a high level of moral attitudes and - characterized by uncertainty. networks show the universal desire of this age and the general desire of this age show the universal networks of of fandom in pursuit of the experience mode of behaviour efficacy in the era of individualization empathy and collective and the fandom community. The trans-individual dynamic trans-individual The community. and the fandom digital communities through of K-pop fandom activities strengthened by the physical, sensual, emotional, and aesthetic aesthetic and emotional, sensual, the physical, by strengthened idols of their the performance receive from they pleasure Hallyu White Paper, 2018 | Hallyu, Again at the starting point 110 These moral requirements set by fans for idols’ for idols’ These moral requirements set by fans Fans’ moralism towards their idols dictates Fans’ Sujeong Kim and Soo-Ah Kim(2015) use the Sujeong Kim and Soo-Ah behaviour and personality are closely associated with a complex background consisting of the influence of celebrities or stars abroad. idol stars are “trained” by domestic fans to internalize the idol stars are “trained” by domestic fans to a degree incomparable to any virtues of humility and effort musical quality. Idols equipped with these virtues prompt a Idols equipped musical quality. Korean Thus, “praiseworthy.” are they that reaction fan typical “humility” and “effort” as virtues as less important than their “humility” and “effort” from committing mistakes and protecting them from public from committing mistakes and protecting criticism. further, such fans follow every move of their stars and exercise exercise and stars their of move every follow fans such further, of preventing their idols powerful influence under the pretext to be morally impeccable as much as they like and support as much as they like and support to be morally impeccable them. Going a step them instead of unconditionally defending privilege of the public, especially on female idols. Trapped in Trapped especially on female idols. privilege of the public, stars fans expect and demand their this culture, even fervent attitude of applying a rigorous moral standard to celebrities in a rigorous moral standard to celebrities attitude of applying is imposed on celebrities like a This moralism Korean society. down. to calm the situation trying official apology, to describe this popular cultural term “collective moralism” entertainment agencies. Whenever controversy arises, the controversy Whenever agencies. entertainment and issues an clarification promptly announces related agency of the idol, and tabloid journalism further fuels public rage. fuels public further journalism tabloid idol, and of the for issue is a sensitive morality that idols’ natural It is only Hallyu White Paper, 2018 | Hallyu, Again at the starting point 111 K-pop’s in-house production system and in-house production K-pop’s Another aspect of the particularity of K-pop is seen Another aspect of the particularity of principles of moralism

method called “in-house system” of entertainment agencies. It is an all-encompassing system combining specialization in the production mode of Korean entertainment agencies. in the production mode of Korean entertainment production An idol group is the output of the systematic - 3) Particularity of K-pop production millennials and being naturally accepted. and shows the authenticity of idols as fellow humans behind and shows the authenticity of idols as with the sensitivity of the dazzling stage, thus striking a chord and individualization, the moral excellence of K-pop idols the moral excellence of K-pop idols and individualization, to the uneasy self provides vicarious gratification and comfort their teenage and early twenties around the world who are twenties around the world who are their teenage and early subjectivity in this age of neoliberalism required to nurture to international K-pop fans, which in turn has various to international K-pop for young adults in Specifically, implications worldwide. such moralism poses the problem of idols’ human rights of idols’ poses the problem such moralism of making them it has the effect and privacy infringement, a totally new type of stars moral beings and presenting tolerate individual differences, and the egalitarian resistance egalitarian resistance and the differences, tolerate individual Whereas neoliberalism. formed by competitive psychology the Confucian culture deep-rooted in the minds of most of most in the minds culture deep-rooted the Confucian not that does orientation cultural the collectivist Koreans, Hallyu White Paper, 2018 | Hallyu, Again at the starting point 112

* The first K-pop’s in-house system differs from in-house system differs K-pop’s scope, depending on their respective capital capabilities. Here, we discuss the system as YG, (SM, Three labels employed by the Big and JYP). (hereinafter “Big Hit”), which gave birth to BTS, also has established differentiated strategies and styles based on the in-house production model. ** and agency to agency in organization period of three-to-five A The in-house system was created by the The in-house system * Although the in-house system of K-pop production Although the in-house system of K-pop This does not mean that all

the agency’s brand and different strategies brand and different the agency’s Big Hit Entertainment are taken accordingly. house system, but each agency is doing its brand. best to build its own differentiated The atmosphere and the musical taste of the founders, mostly musicians, are reflected in entertainment agencies are operated by They share uniform factory-like methods. and implement the same archetype of the in- * it practicable in Japanese pop culture, which attaches great it practicable in Japanese pop culture, where performance “growth culture” importance to the idol’s years of harsh trainee life cannot even be imagined in the US years of harsh trainee life cannot even Nor is privacy. that has deep-rooted individualism respecting The achievement of perfection is dependent primarily on a The achievement of perfection is dependent long and rigorous trainee system. systems. distinctive from the US and Japanese is perfectionism. unique facet of K-pop production culture was inspired by the US and Japanese systems, there is a was inspired by the US and Japanese uniqueness, which makes it i.e., qualitative difference, agencies that initiated the idol industry (Kim H.P., 2013). the idol industry (Kim H.P., agencies that initiated by professionalism and specialization and the management, and specialization and the management, by professionalism entertainment Japanese of methods marketing and distribution, CEO of SM, Lee Soo-man, by creatively combining the by creatively combining the CEO of SM, Lee Soo-man, agency system characterized methodical US entertainment marketing. This system is a model employed by all Korean by all Korean is a model employed This system marketing. labels (SM, Three including the Big entertainment agencies, YG, and JYP). years, education in various aspects, music production, art music production, in various aspects, years, education and management, distribution, idol and fan and performance, and central management consisting of casting based on based of casting consisting management and central of three-to-five period a trainee process, audition systematic Hallyu White Paper, 2018 | Hallyu, Again at the starting point 113 That is, details, see the interviews by Jong-im Lee (2018) conducted to investigate the lives of trainees. want to be successful is too miserable to be embellished by the phrase “teens full of dreams,” given the huge number of trainee aspirants estimated at one million. For more reaffirmed in each interview YG, and JYP * The second unique facet of K-pop production is the The second unique A long trainee period means that the perfection of the perfection that period means trainee long A The total planning method of this trainee

in limited freedom and a suppressed The life of the trainees who personality. make an autonomous human being a cultural commodity and cultural style of K-pop not only carries the risk of infringement human rights but also results on trainees’ * To system has, of course, its shadowy sides. education and management based on personality-centred education and management based on about unguaranteed debut and success and endure three-to- about unguaranteed debut and success hard work. five years of the trainee period full of manifested in “effort” and “sincerity” that teenagers give up and “sincerity” that teenagers manifested in “effort” and uncertainty their normal life as adolescents in anxiety importance to “personality over anything else” (Kim S.J. & importance to “personality over anything moral personality Kim S.A, 2015b). It is thanks to a strong The CEOs of SM, attach greatest that they prioritize “good character” and culture of moralism occupies an important position not only culture of moralism occupies an important entertainment agencies. in fandom but also in the discipline of production culture that emphasizes “personality” to idols. This to idols. production culture that emphasizes “personality” key characteristics of K-pop, are by no means idols’ innate of K-pop, are by no means idols’ key characteristics talent or character. the idol. The perfectly synchronized group dance, visual perfectly synchronized group dance, The the idol. the fashion, which are often mentioned as attractiveness, and and acting skills in addition to singing and dancing. Perfection to singing and dancing. skills in addition and acting is the condition that must be met in order in all these aspects is value of the total package that to realize the commodity an idol is an important criterion for production. Perfection for production. an important criterion an idol is manners, encompassing looks, range of facets covers a wide skills are not necessarily a prerequisite. are not necessarily skills Hallyu White Paper, 2018 | Hallyu, Again at the starting point 114 This leads to the issue of human This leads to the parental authority without assuming the role of parents to protect and discipline their trainees. cultural translation. ** rights violations in the case of small and medium-sized agencies that exercise The third unique facet of K-pop production is the The third unique facet * Given that moralistic personality Given that moralistic

Korean culture can be transplanted in other societies or whether it would go through a mechanism above and beyond the level of teaching good manners, it would be a matter of interest in terms of interregional cultural interactions whether the particularity of * education has the status of manufacturing head of an organization but also as a great musical master and but also as a great musical head of an organization value of respect for age and seniority. In this vein, the CEO value of respect for age and seniority. not only as the of each entertainment agency is positioned family above and beyond the affection among family members family above and beyond the affection internalized cultural because it is embedded in our deeply in any society. What is peculiar in Korean familyism, however, What is peculiar in Korean familyism, however, in any society. position within the is deeply related to the age order and people. This comparison is possible because family is a This comparison is possible because family people. trust and affection community that is the foundation of human the inspiration for the K-pop production method, maintained the inspiration for the K-pop production ties with Black strong family-like bonds as well as racial Korean family cultural character. Kyu-tak Lee (2014) points Kyu-tak Lee (2014) points character. Korean family cultural in the 1970s, which was out that Motown, a US records label period. The perfectionism of idol products is closely associated with of idol products is closely associated The perfectionism of moral personality during the trainee the discipline system and to maintain the appeal of the star image (Kim S.J. & Kim the star image (Kim the appeal of and to maintain goods is intertwined The perfection of the idol S.A, 2015b). trainee. the of system discipline personality moralistic the with in-house system itself and the main tool to satisfy Korean main tool to satisfy system itself and the in-house their idols, moral attitudes of who highly value consumers, moralism, which is important in the in-house system, is the system, the in-house in is important which moralism, the K-pop of the subsistence ensures that mechanism working Hallyu White Paper, 2018 | Hallyu, Again at the starting point 115 ** of stories the success behind factor significant Simultaneous formation of idol and fandom Simultaneous formation of idol and The idol competitions orchestrated by major The idol competitions orchestrated by through reality shows reality through A

only to presenting the debut process of idol groups but also to strengthening their characters after the debut and widening so-called idol reality shows aired on cable broadcasters under so-called idol reality shows aired on cable contributed not the directorship of idol production agencies adopt project formats that allowed the simultaneous creation adopt project formats that allowed the The by fandom. of idols and fandom instead of idols followed entertainment agencies that started in the mid-2000s made the entertainment agencies that started in They came to industry aware of the importance of fandom. - gave birth to BTS. From the fact that its founder is a famous gave birth to BTS. From the fact that we can easily anticipate a familial cultural aspect. composer, bond. In the production of K-pop, the particularity of familial of K-pop, the particularity of familial bond. In the production which culture can also be found in Big Hit Entertainment, profit rather than commodities for and treat idols as musicians and a family culture of trust, authority, generation, creating who are younger and can address them “hyung” (older who are younger and establishes a familial hierarchy, brother), which automatically advantage is that the founders and actual representatives of the and actual representatives is that the founders advantage a background in singing or songwriting. three agencies have tend to recruit and work with musicians All three founders the familial culture of SM, YG, and JYP in addition to the in addition and JYP YG, culture of SM, the familial and the first-mover strategy, sense, production capital, musical object of parent-like authority and respect. and authority of parent-like object Hallyu White Paper, 2018 | Hallyu, Again at the starting point 116 reality show, thus forming a fandom before reality show, their debut, presumably under the influence of the K-pop idol production method. * Big Documentary: was “Real case The first Second, idol reality shows aim to build a brand Second, idol reality shows aim to build The idol reality show format, a broadcasting strategyThe idol reality show One Direction, the British boy band the British boy band One Direction,

that debuted in the UK in 2011 and enjoyed that debuted in the UK in 2011 was formed through a global popularity, * of idol reality shows) was 436, with the annual number of 2008) and 63(in debuting idol groups ranging between 11(in among overproduced idol groups. The number of idol groups The among overproduced idol groups. 2006 (the first year that debuted over the past 10 years since image that differentiates an idol group from others. The an idol group from others. image that differentiates of discriminatory power problem facing idol labels is the loss parental protection instinct. and text voting such that fans play an active role in the birth and text voting such that fans play an growth driven by the of stars and become interested in their following achievements. First, the viewers participate in the following achievements. First, the viewers views, comments, process of idol group formation through debut training process, the group formation process, and the debut training process, the group formation which entails the post-debut everyday life of an idol group, of Korean idol labels, which is unprecedented worldwide which is unprecedented worldwide of Korean idol labels, generally presents the pre- in the entertainment industry, EXO, and Red Velvet. EXO, and Red around debuting of many famous idol groups of the Big Three many famous idol groups of the Big around debuting of Twice, Winner, Generation, 2NE1, Girls’ labels, such as 2PM, a dedicated fandom before debut and enjoyed enthusiastic and enjoyed fandom before debut a dedicated the debut stage. From then on, reality fandom support at a common strategy to widen the fandom shows have remained formation and growth of the world-class boy band Big world-class boy band and growth of the formation Bang already had As a result, Big was depicted. Bang (YG) fan base. their of the the story in which TV Gom 2006 on aired in Bang” Hallyu White Paper, 2018 | Hallyu, Again at the starting point 117 aspirants not covered by the statistics, which is estimated at one million, debuting is a dream-come-true granted to 0.1% (Herald 10, 2019). February Economy, Adding the number of agencies and private Under these circumstances, reality reality these circumstances, Under * Third, the genre of reality show provides visuals of Third, the genre of A group that can debut through a reality debut through a group that can A

1952 officially verified popular culture agencies and the number of trainees is 1079. * show programme is considered extremely As of 2016, there are as many as lucky. This allows fans to respond constantly, distribute them as This allows fans to respond constantly, constant observation of idols, which cannot be provided by constant observation of idols, which cannot and music videos. the one-time experience of performance of their real lives. Above all, idol reality shows bring a lot of Above of their real lives. information through the visual pleasure and behind-the-story the ordinary side of their idols’ personality behind the stage the ordinary side of their idols’ the authenticityprovides them with opportunities to experience with idols that connects them in their ordinary attitudes and with idols that connects them in their belief that they are witnessing reactions. Furthermore, fans’ presence of their idols when exposed to their physical appeal presence of their idols when exposed build familiarity and fascination, and, at the same time, ordinary and clumsy images as young adults in front of the ordinary and clumsy images as young consume the extravagant ubiquitous observation camera. Fans the relationship with idols. Reality shows unfold on blurred idols. Reality shows unfold on blurred the relationship with but idols do present boundaries between “real” and “acting,” idols’ daily lives, thus creating familiarity and authenticity in daily lives, thus creating familiarity idols’ differentiating it from other fandoms (Kim S.J. &Kim S.A, it from other differentiating 2013). whole (branding) through viewers’ participation. This has the participation. through viewers’ whole (branding) and promoting the brand identity of not only building effect also establishing the fandom identity of the idol group but a brand function of creating fulfil an important programmes the group as a members and image of the group as the unique 2012), but only one or two teams are remembered (Chosun (Chosun are remembered teams one or two but only 2012), 2017). July 22, Ilbo, Hallyu White Paper, 2018 | Hallyu, Again at the starting point 118 Even though all idol groups use the same strategy, strategy, Even though all idol groups use the same Whereas the reality programme broadcasting the reality programme Whereas economy, group participation, and effect of authenticity. of authenticity. group participation, and effect economy, namely fierce competition among idol groups, is that it with the attention drive to be connected responds to the fans’ uniqueness of the idol reality show that came into being in uniqueness of the idol reality show that the K-pop industry, response to the special situation facing their work in this process, which makes BTS an epitome their work in this process, which makes The strategic no one. of utmost authenticity replaceable by attitudes and worldviews and creates spaces shared with their attitudes and worldviews and creates poured into and patience fans. Fans can easily see the effort are strategically orchestrated by their agencies. Consequently, agencies. Consequently, are strategically orchestrated by their their consistent all content posted by BTS members displays because BTS members produce their content themselves in a because BTS members produce their group reality shows that self-directed manner unlike other idol BTS stands out with an overwhelming margin, presumably margin, BTS stands out with an overwhelming channels are constantly captivating fans, attracting millions of captivating fans, attracting millions channels are constantly views. and evolved apace in the national and global contexts. BTS in the national and global contexts. BTS and evolved apace YouTube LIVE, and V to BTS Blog, contents uploaded all small agencies in Korea to implement this strategy. BTS Korea to implement this strategy. all small agencies in used these channels that has effectively is an exemplary case strategy of Korean idol group agencies has mainly been led agencies has mainly Korean idol group strategy of of diversified entertainment agencies, the emergence by large for made it possible YouTube, LIVE and V platforms, such as are connected to their idol stars in everyday life. to their idol stars are connected clips, compose subtitles, and procure materials to share. In this In this to share. materials and procure subtitles, compose clips, they that experience the emotional fans undergo these process, Hallyu White Paper, 2018 | Hallyu, Again at the starting point 119 K-pop’s audience-centred approach audience-centred K-pop’s First, they made agency-produced K-pop videos freely First, they made agency-produced K-pop The Korean entertainment agencies producing producing agencies entertainment The Korean

their fans and not as a calculated strategy for success. Fans were, of course, touched by the authenticity of BTS. the agency level but by the BTS members themselves, and this the agency level but by the BTS members gratitude to of BTS’ gesture was taken by their fans as a token individual members, including entire albums, music videos, individual members, including entire albums, This brave step was not taken at and mix tapes, on new media. album sales. BTS went were violated and they lost profits from posting every content produced by the group and a step further, sources over album sales. This was a strategy that the Western or Western This was a strategy that the sources over album sales. lest their copyrights Japanese music labels did not dare to attempt distributed high-quality music content through their YouTube YouTube their distributed high-quality music content through and other revenue channels, prioritizing fan base expansion available to new media consumers via YouTube. Instead of trying YouTube. available to new media consumers via downloads, they freely to protect copyrighted content from free and Japan) are now explained. and Japan) are now by the agencies to satisfy domestic viewers and advance, at the viewers domestic satisfy to by the agencies China, markets (primarily the US, same time, into mainstream induced K-pop to capture the global emotional chords and the global emotional chords and induced K-pop to capture the strategies employed Basically, codes and to win fandom. sales in the domestic records market, they wanted to expand market, they wanted domestic records sales in the idol groups as versatile entertainers.the fan base by incubating they overseas expansion early on, Furthermore, by promoting K-pop idol groups wanted to overcome the problem of the overcome the problem groups wanted to K-pop idol on album Instead of relying music market. narrow domestic - Hallyu White Paper, 2018 | Hallyu, Again at the starting point 120

Although trends. Western Rather than being an exception, BTS attempted Third, in the process of producing idol groups, Third, in the process of producing idol Second, idols were encouraged to use SNS and use SNS to were encouraged idols Second, communication, and mutual understanding. the industrial intentions of the agency, production customized the industrial intentions of the agency, to cultural fusion, to local characteristics can contribute other markets such as China, Greater China Region, and Japan,other markets such as China, Greater market. Irrespective of which are more important than the US the success of BTS has made these strategies look useless all the success of BTS has made these strategies when considering at once, they can still be viable strategies composition, unit composition tailored to local characteristic, composition, unit composition tailored songs and choreographies that reflect have helped to expand the fan base in more and more regions, have helped to expand the fan base in member which include the well-established multinational strategies to insure diversity, locality, and mainstream trends locality, strategies to insure diversity, production as prosumers and to narrow the gap between the and to narrow the gap between production as prosumers star and the fandom. just K-pop stars, living in the new media environment, to use in the new media environment, to just K-pop stars, living fan keep feeding fans with information for SNS as a means to where ordinary users emerge as YouTuber stars. Moreover, it stars. Moreover, YouTuber as emerge where ordinary users not universal trend among all celebrities, has now become a privacy or giving it up for the idols. However, SNS has SNS has idols. However, giving it up for the privacy or platform to constantly attract fans’ become a very important of “micro-celebrity” (Marwick, 2015) attention in this age Instagram, and V LIVE activities, which give the illusion of give the illusion of activities, which LIVE V and Instagram, commercializing to be appear may communication, one-on-one establish and maintain familiarity with their fandom. Twitter, Twitter, fandom. with their familiarity and maintain establish Hallyu White Paper, 2018 | Hallyu, Again at the starting point 121

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BTS draws This also displays the confidence that , and on the other hand, there is to However, it should not be understood simply as an However, , which embraces both trendy and differentiating features , which embraces both trendy and differentiating and Rabbit Tears hand, there is a music video, “Idol,” which is reminiscent of hand, there is a music video, “Idol,” which tales, such as Korean traditional mask dance and fairy attraction helps spur the popularity of BTS but because BTS’ BTS but because BTS’ attraction helps spur the popularity of attraction. On the one popularity helps spur the Korean-style popularity. It is not because the Korean-style from their global popularity. concerned with actively and consciously mixing Korean-style concerned with actively and consciously the forefront of global images and narratives in their music at enhancement of Korean identity. In contrast to earlier trends enhancement of Korean identity. K-pop idols now are of avidly hybridizing foreign things, lay the socio-cultural context and culture of Korea bare. lay the socio-cultural context and culture traditional culture into their music, which had never been into their music, which had never been traditional culture attempted members were allowed to reveal their own colours in a self- to reveal their own colours in a members were allowed were free to even integrate Korean directed manner and of the K-pop system established as a result of trial-and-error established as a result of trial-and-error of the K-pop system BTS to the role as versatile entertainers, learning. In addition which was an untrodden terrain in the mainstream idol in the mainstream an untrodden terrain which was was, of course, This innovative brand differentiation industry. of the accumulated knowhow possible on the groundwork K-pop idol industry lies in the fact that BTS members were fact that BTS members industry lies in the K-pop idol own accord, potential on their to develop their encouraged an approach by which they differentiated themselves from from themselves differentiated which they by an approach in the of BTS The originality idol groups. the mainstream Hallyu White Paper, 2018 | Hallyu, Again at the starting point 122 Then, I assumed This article begins by posing a question on the kind This article begins by posing a question in which refrain is replaced with EDM. Such musical musical Such EDM. with replaced is refrain which in DNA the epochal conditions of neoliberalism and individualization. Y) attempted a In this context, millennials (Generation undergo differentiation competition in which they have to plan competition in which they have differentiation undergo and fluidity in their own lives characterized by uncertainty convergence culture characterized by participation and culture characterized convergence fan base would global collective intelligence and that K-pop’s that the consumers living in the 21st-century global digital that the consumers living in the 21st-century implements the environment would form a fandom that surrounding the question of what Korean cultural identity surrounding the question of what Korean K-pop can find as a hybridized pop culture. worked in a way that embodies global cultural characteristics. worked in a way that embodies global this end, I first examined the ongoing academic debates To of particularities in K-pop. I answered it by demonstrating of particularities in K-pop. I answered of local culture that the originality of K-pop as a product 5. Conclusion factor) sought by the 21-century millennials. factor) sought by the strategy (Kim S.C, uploaded to YouTube on April 25, 2018). April on YouTube to S.C, uploaded strategy (Kim implementation of freshness The result is the simultaneous elegance (global popularity and familiar (differentiation) and evolve is trying to reflect reaffirm that BTS experiments global as does K-pop’s through hybridization various trends by introducing moombahton trap with house-reggaeton fusion, fusion, with house-reggaeton trap moombahton by introducing and Hallyu White Paper, 2018 | Hallyu, Again at the starting point 123 However, the assertion of the Korean-style However, In order to understand the nature of K-pop, I In order to understand Korean local culture, embodies the global sensitivity as a universal cultural trend in its own particularity. the global culture or as the articulation of two independent the global culture or as the articulation as a product of cultures. It represents the view that K-pop, particularity is by no means an attempt to position the local particularity is by no means an attempt opposite pole of cultural characteristics of K-pop on the worldwide. strengthening them. I presented this moralism as a particularitystrengthening them. I presented this moralism which is a rare phenomenon of the Korean idol industry, emphasizes humility, effort, and personality, functions as the and personality, effort, emphasizes humility, and interactively principle penetrating these three dimensions cultural process of Korean society, not resulting from any cultural process of Korean society, normative moralism, which it simply, put To intentional effort. a Korean sociocultural product. As one of the interpretations, As one of the interpretations, product. a Korean sociocultural in the historico- I pointed out “moralism” internalized of the in-house system engineered by entertainment agencies, engineered by entertainment agencies, of the in-house system as various facets of particularity of K-pop thereby presenting versatile entertainers in terms of content, consumption versatile entertainers fandom, and the production dimension dimension of domestic manifestation as shared affect. manifestation groups, who are performance-centred examined K-pop idol others while expressing individual emotions, physicality, emotions, physicality, expressing individual others while and affective playfulness multi-sensorial experience, material, macroscopic reasoning of desiring recognition, bond, and bond, recognition, of desiring reasoning macroscopic imitating and individuals to other connecting by authenticity Hallyu White Paper, 2018 | Hallyu, Again at the starting point 124 a transition K-pop is facing At this juncture, K-pop will continue to evolve, and fans will evolve. K-pop will continue The history of K-pop over the past two decades two decades the past K-pop over of The history explanations and interpretations of K-pop. theory. I hope that this article will help us move closer to I hope that this article will help us move closer theory. to bring forth more such reflections and inspire researchers of the current age by explaining the characteristics of K-pop of the current age by explaining the characteristics of knowledge and and upgrading the reflections to the level explain its driving force and working mechanism. We are also We mechanism. explain its driving force and working on the landscape facing the tough task of inducing reflections identify the nature of the emotions, values, and games of the identify the nature of the emotions, values, and enjoying and to contemporary culture we are living in With it, our views and explanations will also evolve as will explanations will also evolve as will it, our views and With is quite a challenge to our cultural understanding. In fact, it K-pop as glocal culture. forward while embodying global culture in local culture global culture in local culture forward while embodying fully displaying the salient features of synchronously and global culture. and character of the status phase of reaffirming can also be understood in this context. The success of BTS leap has paved the way for a qualitative In other words, BTS cultural desires of fans at home and abroad and to form a and abroad and of fans at home cultural desires reverse flow. abounds in challenges and attempts to accommodate the to accommodate attempts and in challenges abounds Hallyu White Paper, 2018 | Hallyu, Again at the starting point 125

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Chosun Ilbo (2017, July 22). 22). July (2017, Ilbo Chosun Kim, S (2018, April 25), April 25), Kim, S (2018, Terranova, J. (2014). Webster, 4) New media and K-pop

Miyeon Kim (Director of the Kakao 1theK Studio); Seokjeong Kwon (Kakao M PD) Hallyu White Paper, 2018 | Hallyu, Again at the starting point 129 One question arises in this context. Was music music Was One question arises in this context. We are living in the age of watching and sharing and sharing in the age of watching are living We aspects that went beyond listening, and were perceptible to eyes and ears. Of course, we have lived through a long period a place and listened to music, watching live performances of a place and listened to music, watching of art with tangible musicians. Music at that time was a form performance, not recording. Before the invention of radio and performance, not recording. Before the together in not to mention smartphone, people gathered TV, hard to say yes to originally made only for listing? It is was in the realm of this question. In the beginning, music in the nature of music consumption. and new musicians can become stars. This is the current This is the current and new musicians can become stars. about by the changes landscape of the music industry brought and sharing it—this is how today’s consumers communicate and sharing it—this is how today’s exposed to new music, with music. In this process, people are videos or their own performances with their smartphones and performances with their smartphones videos or their own with their eyes and ears upload them to SNS. Enjoying music subscribe to the channels they like and share them with their they like and share them with subscribe to the channels They also shoot concert Talk. or Kakao friends via Facebook add their favourite videos to their playlists. Then they log in to videos to their playlists. add their favourite They more music videos and enjoy them. and retrieve YouTube site on a mobile device and touch the video tab next to the touch the video tab device and site on a mobile bar to enjoy countless music videos. music tab in the top and tab to enjoy various music videos Users touch this video music. You only have to log in to the Melon music streaming to the Melon music have to log in only You music. 1. Era of watching and sharing music sharing and of watching 1. Era Hallyu White Paper, 2018 | Hallyu, Again at the starting point 130 The distribution format also determined the form of The distribution format also determined Records emerged as a medium for popularizing Records emerged of fandom culture, giving birth to “idols” like the Beatles. They sold hundreds of millions of albums, and their music In addition, the recording industry made record producers In addition, the recording industry made with the addition The market was consolidated prosperous. earned the status of art objects with their own narrative like earned the status of art objects with their This also raised the status of popular musicians. literary works. art. Consumers became accustomed to listening to music by art. Consumers became accustomed to and music albums the unit of album instead of single pieces, paradigm in the last century. such as LP, cassette tape, and CD. The market principle of The market principle cassette tape, and CD. such as LP, the music industry music distribution through records defined performances and scores. Music began to be popularized performances and scores. Music began in audio formats through sound recording and reproduction Before the development of sound recording technology of sound recording technology Before the development through live to the public in the USA, music was offered the earliest sound-recording device, was invented in France device, was invented in France the earliest sound-recording microphone was invented in 1926. in 1857 and the first of enjoying music. However, music distribution through music However, of enjoying music. The phonautograph, than a century ago. records started less industry. Its rapid growth has formed the huge music market. has formed the huge Its rapid growth industry. is now a common and natural way music. Playing records music. It was with the development of recording technology of recording was with the development music. It important form of art and an became a popular that music of “listening to music.” Strictly speaking, however, it was as it was however, Strictly speaking, music.” to of “listening recorded listen to began to when we century the 20th late as Hallyu White Paper, 2018 | Hallyu, Again at the starting point 131

fandom of huge The phenomenon With the formation of the music market relying the formation of the music market With Enjoying music in the era of recorded music was recorded music was music in the era of Enjoying the perception of music consumption increasingly losing weight, the music itself became increasingly lightweight. plummeting, music companies preferred EPs and singles to plummeting, music companies preferred With budgets. full-length albums that require high production started producing contents adapted to the changed the music started producing contents adapted to As the volume of record sales was consumption landscape. on streaming sites and mobile devices, music companies on streaming sites and mobile devices, changing the consumption structure, which in turn changed changing the consumption structure, the form of music. revolutionary changes in music distribution. This platform revolutionary changes in music distribution. routes, completely change toppled the traditional delivery platform of streaming sites. These streaming sites have gained platform of streaming sites. prompting a firm foothold with the advent of smartphone, began to fade. This movement, which began in the form of This movement, which began began to fade. evolved into a legitimate infringing acts in illegal markets, has of people has been quantities with an unspecified number large to own The perception that music is something underway. be shared in the form music began to and MP3 files, however, in then, a movement of sharing music of sound files. Since a very personal experience. Even in the 20th century, it it Even in the 20th century, experience. a very personal to music alone at home or through was common to listen the Internet the advent of With Walkman. earphones using a industry. industry. influence. had religion-like music axis of the a big constitutes time still at this that arose Hallyu White Paper, 2018 | Hallyu, Again at the starting point 132 BTS For the first time in Korean music history, realms as international artists—it topped the Billboard 200, American at 2018 Artist award won the Favorite Social BTS is enjoying in Western as well as Asian markets is Asian markets is as well as Western BTS is enjoying in grounds in untrodden unprecedented. BTS is breaking new Asia. Many of them topped the Japanese Oricon Singles Chart Asia. Many of them topped the Japanese the global popularity Asian tours. However, and completed scouts) is setting one record after another as a true global star. as a true global star. scouts) is setting one record after another great popularity in Before BTS, many K-pop groups enjoyed (Bangtan Sonyeondan in Korean, meaning bulletproof boy (Bangtan Sonyeondan in Korean, meaning 1) BTS: conquer the new media, and conquer the world the new media, and conquer 1) BTS: conquer 2. New platform, new stars of change. The musicians that soared to stardom via the new The musicians that soared of change. from the traditional types of stars. platform were different streaming sites. With the emergence of many other platforms of many other platforms the emergence With streaming sites. faced another stage the music industry YouTube, in addition to another revolution. YouTube provided musicians with a new musicians with a new provided YouTube another revolution. to distribute their music without resorting window to legally of distribution market consisting the services of legitimate power of teenage consumers familiar with smart devices. familiar with smart teenage consumers power of underwent music distribution YouTube, of the advent With Instead of serious, message-laden music, sweet and light music and music, sweet message-laden of serious, Instead the increasing is noteworthy Also on the charts. to land began Hallyu White Paper, 2018 | Hallyu, Again at the starting point 133

Whereas Korea. alone let Asia, in in May 1998 in China. It is not only even first a Happiness What is the secret behind the worldwide popularity What is the secret in Korean, it is all the more surprising that BTS’ fans around in Korean, it is all the more surprising that BTS’ the globe share solidarity and feel close to one another through worldviews expressed in the music of BTS consolidated the worldviews expressed in the music of whole. Given that BTS sings fan club into an organic ARMY The potential K-pop consumer base thus accumulated gathered gathered accumulated thus base K-pop consumer potential The The ARMY. the name together to form a huge fandom under witnessing now is hence the result of the simultaneous export witnessing now is hence the result of or incidentally). of music and fandom culture (intentionally Korean pop music fans enjoy K-pop has also been transferred Korean pop music fans enjoy K-pop we are The K-pop phenomenon to international K-pop fans. K-pop that has been exported through the marketing channels K-pop that has been exported through The loyal “fandom culture” by which developed by them. the official release of the past two decades, beginning with album H.O.T.’s K-pop groups belonging to Big 3 Korean labels, namely SM, to Big 3 Korean labels, namely K-pop groups belonging entertainment agencies over YG, and other large and JYP, before BTS debuted (June 2013), there was a potential K-pop (June 2013), there was a potential K-pop before BTS debuted of as a result of tenacious efforts group fandom worldwide this has already been conducted on of BTS? Much research some factors. In fact, This article will also present topic. a small number of K-pop fans, BTS rose to international fame BTS rose to international of K-pop fans, a small number labels. recognised by US record are achievements appealed to in the US market of K-pop groups earlier attempts Music Awards, delivered speech at a UN General Assembly Assembly UN General at a speech delivered Awards, Music These Awards. Grammy the 2019 at and presented event, Hallyu White Paper, 2018 | Hallyu, Again at the starting point 134 you will find YouTube, If you search for “BTS” on In addition to interpreting and sharing the messages sharing the messages to interpreting and In addition largest number of followers on Twitter, YouTube and Naver YouTube Twitter, on number of followers largest BTS Korean artists after Psy, As the second Live in Korea. V BTS fan stuff out there, and BTS is nicknamed the “ultimate out there, and BTS is nicknamed BTS fan stuff BTS currently has the king of content” in the media world. as Twitter even before their debut, and they are constantly Twitter as There is an endless collection of uploading new content. that a ton of videos are offered for viewing. The BTS members for viewing. that a ton of videos are offered through SNS such started communicating with their fans knocked on the door of new media instead of legacy media. knocked on the door of new media instead Entertainment, to which BTS belongs, was a small company Entertainment, to which BTS belongs, Thus, BTS their means. marketing was beyond TV and marketing involved reality programme jointly produced by marketing involved reality programme the Big Hit stations. However, TV entertainment agencies and debut, the most effective channel for a pop group to attract channel for a pop group to attract debut, the most effective At that time, the mainstream of group TV. public attention was such as YouTube to deliver content to the public. As is well- public. to deliver content to the YouTube such as BTS have a smooth beginning. Before the known, BTS did not BTS uses to communicate with ARMY are not public TV TV public are not ARMY with BTS uses to communicate BTS actively uses new media platforms channels. Rather, of BTS’ music, individual ARMYs closely watch and react to ARMYs closely watch and music, individual of BTS’ The platforms and each of its members. every move of BTS enjoy their music in the past, BTS’ fans learn the Korean lyrics lyrics Korean the learn fans BTS’ past, the in music their enjoy contained in them. the messages to understand the messages conveyed by the lyrics. Just as Korean music as Korean Just by the lyrics. conveyed the messages stars to rock of foreign the songs lyrics of learned the fans Hallyu White Paper, 2018 | Hallyu, Again at the starting point 135

TV platforms such as YouTube and YouTube platforms such as * In addition to SNS to get a whom it was difficult BTS, for SNS: Social Network Services

* entertainment companies, eager to show only the glamorous side of their stars, tended to avoid new media given its media channels 1theK and V Live. The pre-BTS star groups The Live. V media channels 1theK and use of new media. Large were somewhat conservative in their Twitter, BTS has also communicated with ARMY via new ARMY BTS has also communicated with Twitter, media could be much more effective in communicating with media could be much more effective fans than legacy media. to multiply its fandom worldwide. It is still considered the to multiply its fandom worldwide. It fans. BTS proved that new BTS’ content among best fan stuff huge international acclaim and spread at a tremendous speed huge international acclaim and spread This video is regarded as a catalyst for BTS fans. among BTS’ video via its YouTube channel 1theK. This video, titled BTS This channel 1theK. YouTube video via its garnered Trailer, MBC Music Festival Intro Performance the broadcast, the Big Hit Entertainment reproduced the Hit Entertainment reproduced the the broadcast, the Big released this homemade performance from various angles and to an influx of fan requests to feature dancers. In response the right angles immediately after the stage again from December 31, 2014, BTS delivered a perfectly synchronized BTS delivered a perfectly synchronized December 31, 2014, clad in navy uniform, with thirty back dance performance, appearance, used new media in a memorable victory over media in a memorable victory over appearance, used new on At the MBC Music Festival broadcasted legacy media. YouTube channel. BTS has 16 YouTube videos that reached videos that reached YouTube BTS has 16 channel. YouTube Korean artists. views, highest among 100 million was awarded the Diamond Play Button by YouTube in July YouTube Button by Play Diamond the was awarded official on its subscribers 10 million over for achieving 2018 Hallyu White Paper, 2018 | Hallyu, Again at the starting point 136 The fifth members make One Wanna subscribers. YouTube to reach 10 million YouTuber J.Fla is a professional YouTuber specializing in YouTuber J.Fla is a professional Following Psy and BTS, Hallyu stars such as Following Psy and BTS, Hallyu stars cover songs. The name J.Fla is little known among middle- The name J.Fla cover songs. and the first Korean solo subscribers on November 16, 2018. was J.Fla, a singer with an unfamiliar name. J.Fla, nicknamed was J.Fla, a singer with an unfamiliar fifth Korean musician “Cover Diva” by her fans, became the have achieved 10 million Diamond Play Button YouTube Korean artist awarded with the Blackpink and Big Bang (both are YG Entertainment’s acts) YG Entertainment’s Blackpink and Big Bang (both are 2) J.Fla: YouTube superpower born on YouTube born on superpower YouTube 2) J.Fla: above the others”) among all K-pop groups in its ability to among all K-pop groups in its ability above the others”) controversy. produce content without causing any crane in a flock of chickens (a Korean to say that BTS is a to the English idiom “head and shoulders proverb equivalent been involved in a single mishap or controversy despite their single mishap or controversy despite been involved in a via new media. It is no exaggeration numerous live events aired live on Mnet’s Star Live prior to the live broadcast of prior to the live Star Live on Mnet’s aired live of in March 2018. Considering the risk its comeback show it is surprising that BTS has not such broadcast accidents, the the scene in which incident”: accidentally waiting room was remarks in the inappropriate vulnerability to mishap in comparison with legacy media. A A media. legacy with in comparison mishap to vulnerability remarks room waiting One’s “Wanna case is the representative Hallyu White Paper, 2018 | Hallyu, Again at the starting point 137 by (US$ Shape of You including TV TV including edited by a K-pop A Silly Story A Shape of You A key point in analyzing the J.Fla case is that it key point in analyzing A without landing a contract. She continued her activities as a and eventually became the most successful singer YouTuber appearances. However, this investment was not rewarded with this investment was not rewarded appearances. However, several labels, but commercial success. J.Fla then contacted invested hundreds of thousands of won in the production and invested hundreds of thousands of won promotion of her debut album activity in 2011 and released her debut album in 2013 with and activity in 2011 At that time, her label a label like other professional singers. is a representative case of a YouTube-born and YouTube- and YouTube-born is a representative case of a YouTube started her She grown artist. J.Fla was once a singer. channel has attracted over 3 million views. reprocessing J.Fla’s covers are very popular. An Ed Sheeran covers are very popular. reprocessing J.Fla’s and J.Fla duet video of (130 million views), and a large number of songs covered number of and a large (130 million views), of views. Even videos by her have attracted tens of millions 1.7 million). Her famous cover songs include 1.7 million). Her famous Fonsi views) and Despacito by Luis Ed Sheeran (210 million YouTuber to reach 10 million subscribers; close to 2 billion million subscribers; close to 2 billion to reach 10 YouTuber estimated at two billion KRW views; annual revenue J.Fla on Naver are overwhelming. Among the search results, the search results, Among are overwhelming. J.Fla on Naver fans asking what they could do to become you will find many splendid records: the only Korean like J.Fla. She holds known singers. In terms of international fan base, she is a rare fan base, In terms of international known singers. Search results for YouTubers. among Korean phenomenon aged Koreans who are not familiar with YouTube. Among Among YouTube. with familiar who are not Koreans aged well- than many famous she is more however, teenagers, Hallyu White Paper, 2018 | Hallyu, Again at the starting point 138

ranked Baby Baby Baby Shape of You Despite J.Fla’s worldwide reputation, she is regarded worldwide reputation, she is Despite J.Fla’s J.Fla did not enjoy an instantaneous popularity on popularity an instantaneous did not enjoy J.Fla extent J.Fla, who is enjoying global popularity with cover extent J.Fla, who is enjoying global popularity songs, will succeed with her own songs. that J.Fla has concluded a contract with a British label and is that J.Fla has concluded a contract with to see to what preparing a new album. It will be interesting songs are being steadily consumed, and songs are being steadily consumed, and of the Melon daily chart. It is rumoured in the top 1000 115 her cover songs regularly by uploading them to YouTube and YouTube them to her cover songs regularly by uploading These processing. other streaming sites without any further though: thing is clear, to recognize her as an artist or not. One J.Fla is sharing YouTube. her style came under the spotlight on in June 2016. Given that she has not become popular for her in June 2016. Given that she has not open to debate whether own songs, but with cover songs, it is as a “mere” cover singer by many, who point out that she has who point out singer by many, as a “mere” cover of not released a new song since the release herself how to survive in the YouTube space. YouTube in the herself how to survive subscriber base has continuously increased. As the style was continuously increased. subscriber base has other words, J.Fla taught In set naturally. fixed, branding was a cappella and choreography on a split screen. Since 2016, on a split screen. and choreography a cappella began filming her profile, wearing ponytail when she however, singing, from a fixed angle, her and headphones while YouTube. She did not differentiate herself from other cover herself from other did not differentiate She YouTube. showing solo an instrument or while playing artists, singing on YouTube. Hallyu White Paper, 2018 | Hallyu, Again at the starting point 139 on Boy Jump boldly scoffing that he will go his way, presence as a full-fledged rapper, YouTube Boy Jump Mommy Son posted a music video Mommy Son, a masked rapper, was at the centre was at the Son, a masked rapper, Mommy Son posted it on YouTube. This act is mirrored in the outcry in YouTube. Son posted it on the lyrics of a traditional pattern in the popular music industry. However, However, industry. a traditional pattern in the popular music Mommy sites, streaming through video his releasing of instead songs through streaming sites on attracting interest through songs through streaming sites on attracting the charts by leveraging a trend is appearances. Climbing TV YouTube on September 14, 2018, immediately after his on September 14, 2018, immediately YouTube their singers promote elimination from SMTM777. Generally, star who is more successful than mainstream entertainers. star who is more successful than mainstream to attempt in legacy delivering a variety of content difficult YouTube the so-called media. In other words, he has become on YouTube and going to the mainstream. Currently, Mommy and going to the mainstream. Currently, YouTube on Son is enjoying his continued his activities full throttle in the YouTube space. space. YouTube full throttle in the continued his activities of making a name This stands in contrast to the usual route of the current season of SMTM777. the real beneficiary appearances, Mommy Son TV through After rising to fame eliminated during the competition and thrown into a pit of competition and thrown into a pit eliminated during the attention than the winner and became flames, he drew more Son, a well-known rapper disguised with a pink mask, rose to with a pink rapper disguised Son, a well-known “Show contest rap Mnet’s at competing after stardom sudden a he was Although Seven” (SMTM777). Triple Me the Money of a hot issue of 2018 among Korean hip-hop fans. Mommy Korean hip-hop fans. of 2018 among of a hot issue 3) Mommy Son, a variant in the YouTube period YouTube in the a variant Son, 3) Mommy Hallyu White Paper, 2018 | Hallyu, Again at the starting point 140 Boy on Boy Jump struck a chord with hip-hop with hip-hop a chord struck (~US$ 15,000) from 20 million Why? Boy Jump climbed up to number 26 on the Melon up to number 26 on climbed Boy Jump Mommy Son was able to get a huge number of Mommy Son was able that Mommy Son offered it to streaming sites (November it to streaming Son offered that Mommy new way for musicians to communicate with the public and new way for musicians to communicate make money in this age of new media. Son is earning money by posting one sponsored video after Son is earning money by posting one This is a PPL.” another under the title of “Dirty Capitalism advertised views. This video also recorded millions of views, This video also advertised views. Mommy income. Currently, contributing to Mommy Son’s YouTube income. In that disclosure video, he said that he had income. In that disclosure video, YouTube earned about 17 million KRW a foundation for future “business.” If this was planned, it is a foundation for future “business.” If Later on, Mommy Son disclosed his a well-planned strategy. views leads to increase in the number of subscribers. Mommy views leads to increase in the number subscribers and he could thus prepare account attracted Son’s the fans could listen to it. In other words, he exchanged the to it. In other words, he exchanged the fans could listen YouTube views. Increase in YouTube music chart rankings for YouTube views because he did not release views because YouTube was the only space where YouTube streaming sites because do it. Mommy Son did not 10), and the 10), and the initial released with a label leveraging the daily chart. If it was 1 position. But it could have landed the number popularity, It was not until two months after the YouTube release of YouTube after the until two months It was not Jump at Korean hip-hop, and and hip-hop, at Korean its release. days after in 12 views 13 million and recorded fans Hallyu White Paper, 2018 | Hallyu, Again at the starting point 141 Amor that BDR (referring They say Beodeuri is called the “Pumba Diva” by her fans. Beodeuri is called the “Pumba Diva” Beodeuri is regarded as a middle-aged idol. She is idol. She is regarded as a middle-aged Beodeuri and recent trend of trot music, and asked me if I knew and recent trend of YouTube. She gained a foothold as an event queen, keeping She gained a foothold as an event YouTube. abreast of mainstream singers. Her popularity has grown to by numerous performances in local events. Her name became by numerous performances in local events. videos uploaded to known nationwide with her performance food. Beodeuri is a veteran singer who has staged pumba food. Beodeuri is a veteran singer who She made her name performances over the past two decades. beggars who used to move from one marketplace to another beggars who used to move from one they were given in rural areas and sing and dance until Pumba refers to a traditional Korean performance art of Pumba refers to a traditional Korean The low-resolution video had recorded hundreds of thousands The low-resolution video had recorded of views. even knowing about Beodeuri. Then he stopped the car and even knowing about Beodeuri. on his smartphone. YouTube retrieved a Beodeuri video on Beodeuri. He was almost shocked that I did not know about almost shocked that I did not know about Beodeuri. He was without industry music work in the me how I could asking her, popular music sector, began to talk about Kim Yeon-ja’s Yeon-ja’s began to talk about Kim popular music sector, Party to go home after a night shift. The cab driver, who appeared The cab driver, night shift. to go home after a realizing that I was working in the to be in his seventies, their fifties and over. Koreans in aged what BTS is to teenagers. I came to Beodeuri) is to the taxi by chance. Some years ago, I took a to know about her little known to the younger generation, but very famous among but very to the younger generation, little known 4) BDR, BTS for middle-aged fans middle-aged for BTS 4) BDR, Hallyu White Paper, 2018 | Hallyu, Again at the starting point 142

“Mt. called channel YouTube an official Why? Beodeuri’s content is very unique. It is not easy content is very unique. Beodeuri’s has Beodeuri takes money gratefully with adulating words like a real pumba, and even waves the bunch of bills she receives while singing. and witty remarks and gestures make the audiences laugh and and witty remarks and gestures make around her belt, and she applaud. Many spectators insert bills and strong sexual innuendo, but without causing uneasiness or and strong sexual innuendo, but without exquisite performance displeasure among her audiences. Her extraordinary. She sings and dances while playing drums as extraordinary. of derogatory words if in a trance. She makes abundant use between the work of pumba performers, shamans, and between the work of pumba performers, performances is in Beodeuri’s The energy trot singers. somewhere to classify it as a specific genre. It is positioned one million views, and the fan loyalty expressed in comments one million views, and the fan loyalty is remarkable. videos of other YouTubers. However, the number of views is the number However, YouTubers. videos of other line of videos with more than There is a long overwhelming. channel without being processed based on any particular processed based on any particular channel without being with the quality is very coarse when compared Their concept. patterns. In contrast, Beodeuri’s performance videos are taken performance videos are taken Beodeuri’s patterns. In contrast, YouTube and uploaded directly to her at the event venues is far from being similar to common YouTube content creators content YouTube being similar to common is far from space YouTube content tailored to the like J.Fla, who create produced according to certain strategic and upload videos Geumgang,” to which her event videos are steadily uploaded. videos are steadily to which her event Geumgang,” her case YouTube, famous through Beodeuri became Although such an extent that she can now give a solo concert. give a solo can now that she an extent such Hallyu White Paper, 2018 | Hallyu, Again at the starting point 143 of world-class singer Adele sparked of world-class singer Hello In November 2015, a video of a high school girl In November 2015, a video of a high Looking at how BTS, J.Fla, Mommy Son, and Looking at how BTS, J.Fla, Mommy Beodeuri uses the popularity she is gaining through she is gaining through uses the popularity Beodeuri an enthusiastically singing teenage girl clad in her school YouTube uniform went viral and reached 10 million views on covering the song video footage showing This a huge sensation in South Korea. 3. Music era brought about by mobile 3. Music era brought content to their advantage? musicians before them used new media explosion of new media. 1 of the Year go back to 2015, Let’s how did the Beodeuri use new media, a question arises: older adults. She offers entertainment tailored to the taste of entertainment tailored to the older adults. She offers to children. older adults in their own realm unknown niche strategy targeting older adults. Beodeuri’s performance adults. Beodeuri’s older niche strategy targeting for symbolize the “viewing music” market and entertainment sponsored videos, receiving sponsorship from local restaurants restaurants local from sponsorship receiving videos, sponsored is a their brands in her videos. It in exchange for publicizing YouTube to promote her performance events, which are a to promote her YouTube she uploads YouTubers, Like other popular source of income. adults. If Beodeuri appears on TV, how would the audience how would the TV, Beodeuri appears on adults. If react? The concept of pumba is very unique in the YouTube space, YouTube in the is very unique pumba of The concept among older is irreplaceable content Beodeuri’s and therefore, Hallyu White Paper, 2018 | Hallyu, Again at the starting point 144 The year 2015 was South Korea’s Year 1 of the Year The year 2015 was South Korea’s This case symbolizes the “explosion of new media.” This case symbolizes took centre stage in this year. Platforms targeting mobile Platforms targeting took centre stage in this year. Live V devices, such as 1theK, Pikicast, Dingo Music, and 2015 period. What makes 2015 a special year for new media What makes 2015 period. the smartphone generation is that mobile content targeting has been growing since then. New media influence media’s existed in the pre- TV Africa and YouTube platforms such as explosion of new media that focused on mobile content. New explosion of new media that focused on eating and cooking, have gradually become a platform for on eating and cooking, have gradually promoting music. and upload it to Facebook to promote their music. The SNS their music. and upload it to Facebook to promote focusing channels, once dominated by snack related-content spare the effort of crossing the high threshold of public TV TV high threshold of public of crossing the spare the effort to create a short mobile footage they only have channels. Now, emerged as a game-changer. Now people spend more time Now people spend more time as a game-changer. emerged musicians to This allows TV. looking at smartphones than at In the past, singers relied on the power of broadcasting and relied on the power of broadcasting In the past, singers new media has their music. However, media to distribute girl Adele.” Adele.” girl DeGeneres Show, a famous NBC talk show. Lee was thrusted Lee was thrusted NBC talk show. a famous Show, DeGeneres and Korean media thirsty for a second Psy into the spotlight of celebrity under the epithet “high school became an overnight [Korean abbreviation]). This video attracted international international This video attracted [Korean abbreviation]). Ellen was invited to the Ye-jin and the teenager Lee attention, within a week of its release through a SNS channel “Hair- channel a SNS through of its release a week within “Ilsora” (hereinafter Amateurs” of Live Performances raising Hallyu White Paper, 2018 | Hallyu, Again at the starting point 145 which surprises You,” first K-pop new media Korea’s 1theK is known as have made a significant These new media platforms million, making it the fifth Korean channel and the first mixed content channel to achieve this feat. which is a talk show involving international fans. In May which is a talk show involving international reached 10 subscribers YouTube 2018, the number of its to the first Korean dance content, “Run and “Ask in a Box,” fans by a surprise visit and performance, to global K-pop fans. It has shown its strength in creating to global K-pop fans. It has shown its Dance,” which is recognised as K-pop contents such as “Let’s pioneered a new wave of music-centred new media in South pioneered a new wave of music-centred bringing K-pop contentsKorea and has played a pivotal role in by LOEN. Later on, it established its identity as a new media by LOEN. Later on, it established its videos. 1theK thus channel by producing its own K-pop operated the streaming site Melon. In 2011, 1theK opened a 2011, operated the streaming site Melon. In videos distributed channel and started posting music YouTube platform created by LOEN (currently Kakao M), which also platform created by LOEN (currently media platforms played an important role in triggering a trend an important role in triggering a media platforms played ways. shift in different can be analysed by examining the aforementioned platforms examining the aforementioned platforms can be analysed by These four new Live). V Music, and (1theK, Pikicast, Dingo means of promoting their artists. means of Their impact popular music trends. contribution in changing footage of various artists from idol singers to indie musicians. idol singers to indie various artists from footage of as a to use these platforms agencies began Entertainment have gained popularity, kindling and fuelling this trend. They this trend. fuelling and kindling gained popularity, have present homemade to new platforms as into limelight stepped Hallyu White Paper, 2018 | Hallyu, Again at the starting point 146 With 1theK, Pikicast, and Makeus emerging 1theK, Pikicast, and Makeus emerging With Dingo Music is a brand of the multichannel mobile Dingo Music is a brand Pikicast has been leading the trend of new media of new the trend leading has been Pikicast With these four new media platforms competing for market these four new media platforms With share by producing increasingly diverse music content, users broadcast platform, in September 2015, targeting mobile targeting broadcast platform, in September 2015, Live has grown rapidly using the Naver network. V devices. platforms, and Facebook, respectively, Naver felt that platforms, and Facebook, respectively, Live, a live V its position was under threat and launched as celebrated new media platforms for K-pop channels, as celebrated new media platforms for independent YouTube, demonstrating their strengths on Tipsy Live, Dew Live, and Karaoke Attack. Live, Dew Live, and Karaoke Tipsy are estimated at 300 million. Dingo Music has attracted much are estimated at 300 million. Dingo Music content such as attention by producing music-based video through its Facebook pages because it does not have its own through its Facebook pages because it views on its Facebook pages The monthly average platform. studio “Makeus,” which distributes self-produced videos studio “Makeus,” which distributes self-produced by using the experience of autonomous sensory meridian of autonomous sensory meridian by using the experience response (ASMR). where celebrities imitate the actions shown in the photos, the actions shown in the photos, where celebrities imitate to Bed” that enjoyed great popularity Went and “After Mom users. Pikicast has self-produced many new media contents many new media has self-produced users. Pikicast enabling live music production, music including Piki Live See” You What DJ, web entertainment “Do curation by Honey card news through its own platform. It boasts of the largest the largest It boasts of through its own platform. card news million daily downloads and 1.2 with 16 million app user base content, presenting a variety of videos, animated photos, and and photos, animated of videos, a variety presenting content, Hallyu White Paper, 2018 | Hallyu, Again at the starting point 147 are turning TV , through Piki Live. This met with , through Piki Live. , the title track of his 2015 extended play , the title track of his 2015 extended play Ji-yoon made their first public appearance Woo Just Yesterday The celebrated female duo group Red Cheek The celebrated female duo group Red With the advent of the era of “viewing music,” the advent of With Just Yesterday in a TV show “Superstar K6” in 2014. Their agency Shofar show “Superstar K6” in 2014. TV in a Music used a unique marketing strategy by introducing the Puberty utilized new media properly before debuting. The Ahn The before debuting. Puberty utilized new media properly Ji-young and time search. enthusiastic support from his fans thirsty for his new live enthusiastic support from his fans thirsty No. 1 on Naver real- performance video, and Pikicast ranked of record (EP) is a ban on the artist’s public performances. Kim launched a is a ban on the artist’s a live performance ground-breaking promotion by releasing to new media. Kim Jun-su, a former TVXQ member and a to new media. Kim Jun-su, a former case in which there current member of JYJ, is a representative impact on music charts and Naver search. Consequently, and Naver search. Consequently, impact on music charts on musicians who have difficulty appearing Pikicast, Dingo Music, and V Live in time for their debut. The debut. Live in time for their V and Pikicast, Dingo Music, media platforms keeps growing, exerting impact of these new singers began to use new media platforms to promote their new media platforms to promote their singers began to use through 1theK, They sequentially release their content songs. 4. Surprise number 1 created by new media 1 created number 4. Surprise are increasingly likely to engage with musicians on mobile on with musicians engage likely to are increasingly devices. Hallyu White Paper, 2018 | Hallyu, Again at the starting point 148 , What . In these Red Cake This surprise number What Would It Have Been It Have What Would entered top 30 on Melon daily chart New media has also helped a music video climb on Melon daily chart in 2016 The first No. 1 spot views, 35,000 likes and 20,000 shares on the 31st. posted on the Facebook page at 7 pm on the 30th, greatly posted on the Facebook page at 7 pm by achieving million contributed to popularizing the song secrets behind Kim Na-young’s song reaching number 1 on song reaching secrets behind Kim Na-young’s Live version of Tipsy The Melon. 1 of Kim Na-young who had not even released an album. 1 of Kim Na-young who had not even as one of the Live of Dingo Music was mentioned Tipsy The music activities mainly through busking in the Hongdae area. music activities mainly through busking of this surprise numberSome suspected of hoarding in the face 1 from an unknown singer stirred the music world. Kim Na- 1 from an unknown singer stirred the and continued her young was a “Superstar K5” contestant immediately after its release at noon on December 30, 2015, immediately after its release at noon and ranked first at 1 am the next day. went to an unknown singer Kim Na-young. Kim’s song singer Kim Na-young. Kim’s went to an unknown It Have Been Would strategy was rather an exception at the time. strategy was rather through these trailers. It is now a trend that singers use through these trailers. before their debut, but this marketing Facebook for marketing These videos, tailored to mobile content trends, showing pretty content trends, tailored to mobile These videos, attention. viewers’ actress side succeeded in attracting Ahn’s they became Red Cheek Puberty fans Many fans admit that half of 2016 prior to releasing the debut EP the debut EP prior to releasing half of 2016 role. own dramatised played out her Ahn Ji-young videos, duo to the public. They released self-produced teaser trailers teaser released self-produced They the public. duo to in the first Facebook on footage short dramtised form of in the Hallyu White Paper, 2018 | Hallyu, Again at the starting point 149

Gift on the charts was the result of the Gift reached number 37 on the Melon daily chart reached number 37 Gift of new As examined above, the main beneficiaries and covered several songs of famous singers in this and covered several songs of famous Gift media were non-idol-type singers who had been marginalised media were non-idol-type singers who had been marginalised The surprise number 1 artists, by the broadcasting industry. power of new media. the climbing back of appeal of the music itself and the fuelling between the synergy media that the footages of Melomance could reach a large could reach a large media that the footages of Melomance speed. In other words, number of people at such a surprising counts more on Facebook is the appeal of the content itself counts more on Facebook is the appeal this attribute of new than the name behind it. It was due to programme. The video was edited into several short footages The video was edited programme. What channels. and distributed through multiple Facebook as one of the factors that triggered word of mouth. Melomance as one of the factors that triggered word sang is always ascribable to word of mouth. The entertainment to word of mouth. is always ascribable by 1thK was mentioned #1” produced programme “Off-Chart position. It stirred an immense sensation the chart to the first its cause. Such a dramatic change and many tried to explain in July, the month of its release, but soon disappeared from of its release, but soon disappeared the month in July, and climbed back up Then it suddenly reappeared the chart. performers and composers. At that time, Melmonace was time, Melmonace At that and composers. performers the public, but was widely recognised in little known to the indie scene. music world. Melmonace is a duo consisting of Kim Min-seok a duo consisting of Melmonace is music world. are excellent (keyboard), who Jeong Dong-hwan (vocal) and back up the charts. The climbing back of Melomance’s back of Melomance’s climbing The up the charts. back in the in 2017 event dramatic the most charts was on the Hallyu White Paper, 2018 | Hallyu, Again at the starting point 150 I Do Not Love I Do Not by Han Dong-geun, by Han Dong-geun, in that they have These cases are significant Driven by the available data on the impact of new In recent years, new media have been used more In recent years, new media have been , waged a big promotion campaign through Dingo Music. through Dingo big promotion campaign , waged a without appearing in TV shows. TV without appearing in boosting Paul Kim’s brand value. Paul Kim is a singer who brand value. Paul Kim is a singer who boosting Paul Kim’s through new media, rose to fame with his songs distributed Songcumentary, and Off-Chart #1. These videos, distributed #1. and Off-Chart Songcumentary, contributed to YouTube, through 1theK, Facebook, and support. He got closer to the public through his appearances support. He got closer to the public through programmes including Live 1, Special Club, in 1theK’s Kim, who emerged as the most successful singer in music as the most successful singer in Kim, who emerged marketing 1theK’s chart rankings, has consistently received brands and with specific artists, promoting their channel at the same time. Solo singer Paul brand value boosting artists’ actively in creating stars. 1theK and Dingo Music have been actively in creating stars. 1theK and Dingo through collaboration pushing ahead with their win-win deals but indie singers with good music can also top the charts. but indie singers with Dingo Music. not only idol singers with a strong fandom, demonstrated that Melon daily chart, many indie musicians have landed the many indie musicians have landed the Melon daily chart, and real-time search through Pikicast number 1 spot in Melon Trying To Rewrite the End of This Novel Rewrite the To Trying the of climbing back in K-pop, entered who became the icon Apart from the daily chart via Ilsora. top 90 of the Melon Urban Zakapa, who topped the charts with who topped Urban Zakapa, You such as Ten Centimeters, Urban Zakapa, and Han Dong-geun, Dong-geun, and Han Zakapa, Urban Centimeters, Ten as such their advantage. media to new who used musicians are all Hallyu White Paper, 2018 | Hallyu, Again at the starting point 151 becoming competition fierce by their generated albums, music new to promote first step As the The area that needs to be dealt with in order to The area that needs to be dealt with in The new media platforms have struggled for several The new media platforms content examine the future of the music consumption structure is smart speakers. Recent years have witnessed the increasing 5. Extra feature: anticipated change in the 5. Extra feature: speakers music industry due to smart they will inevitably question the sustainability of the impact of they will inevitably question the sustainability new media. has arrived. However, these artists are facing the challenge has arrived. However, stable incomes, of generating revenue. If they fail to generate to create their own content tailored to mobile devices and to create their own content tailored to The age of viewing music upload them to their own channels. popular among the users, many sub-platforms have been users, many sub-platforms have been popular among the have begun created. In addition, more and more musicians years to establish themselves in the music industry. With the With in the music industry. years to establish themselves mobile 1theK, Pikicast, Dingo Music, and V Live. V Music, and 1theK, Pikicast, Dingo to pay attention to this new trend. As a result, an increasing result, an increasing As a trend. to this new to pay attention from popular idol groups and number of artists, starting indie musicians, have been using veteran singers to talented managers used to meet PDs of broadcasting companies. New of broadcasting companies. used to meet PDs managers have begun trend, and people now created a new media have media, the traditional mainstream song promotion has begun begun has song promotion mainstream the traditional media, to change. Hallyu White Paper, 2018 | Hallyu, Again at the starting point 152 role AI’s Apple launched the About a decade ago, arises: Seeing such a fierce competition, a question Smart speakers are increasingly penetrating our Smart speakers are weather forecast, and alarm service. Of these functions and features, “music” is the most attractive one to consumers. equipped with features and functions such as interactive AI such as interactive equipped with features and functions verification, music service, Internet search, news secretary, anticipated that smart speakers will change multiple aspects anticipated that smart speakers will change smart speakers are The current of our lives, as did the iPhone. mobile devices. Now, with the emergence of smart speakers, with the emergence mobile devices. Now, touch to voice. It is the interface is about to evolve from iPhone and created a touch screen culture. Since then, most of iPhone and created a touch screen culture. moved to the realm of the functions in the realm of PC have why have leading Korean companies entered the smart why have leading Korean companies speaker market? consumers with differentiated services. consumers with differentiated which is accelerating with the launch of “Wave” by Naver with the launch of “Wave” which is accelerating are attracting These brands and “Kakao Mini” by Kakao. Korean) in September 2016, and Korea Telecom (KT) (KT) Telecom 2016, and Korea Korean) in September in January 2017, waging competition, launched “Giga Genie” lives. SK Telecom launched “Nugu” (meaning “who” in launched “Nugu” (meaning “who” Telecom lives. SK Commercialization of smart speakers that can understand and speakers that can of smart Commercialization AI music is heralding the advent of respond to commands service. according to the user’s demand such as “Play a comforting as “Play a comforting demand such to the user’s according the baby.” “Play a lullaby for I feel lonely” or song when music. (AI) into intelligence artificial of integration playing musing and selecting involves speaker in a smart Hallyu White Paper, 2018 | Hallyu, Again at the starting point 153 Then, how will smart speakers change the nature Then, how will smart speakers change As mentioned earlier, the nature of music nature the earlier, As mentioned clues about the future. According to KT, the types of music the types to KT, According clues about the future. that consumers search through the streaming site Genie may provide of music consumption? Some phenomena technology brought about changes in the patterns (habits) of technology brought about changes in industry. music consumption, and even in the music the value of music labels plummeted and the scale of the the value of music labels plummeted As examined above, advances in music industry diminished. tracks they wished to listen to, skipping other tracks, and tracks they wished to listen to, skipping the advent of MP3 players, With consumption became faster. of music targeting young people increased in the music young people of music targeting choose the advent of CDs, people could freely With industry. icon symbolizing the culture of young people, beyond merely icon symbolizing the culture of young the proportion Accordingly, being a music-playing device. result, people spent more time enjoying music, which boosted more time enjoying music, which boosted result, people spent an was Walkman tapes. the sales of music records and cassette portable record players). When cassette tapes and Walkman Walkman cassette tapes and When portable record players). As a could listen to music anywhere. were invented, people consumption changed. When people listened to music from When people listened to music from consumption changed. (there were also on turntables, they sat still in a room LP several generations of sound storage media have appeared storage media have of sound several generations time cassette tape, CD, and MP3. Each in the order of LP, of music production and patterns a new medium emerged, First, tracing back the genealogy of the music-related of the music-related back the genealogy First, tracing in 1877, the phonograph since Edison invented technology, consumption has changed with technological evolution. evolution. with technological changed has consumption Hallyu White Paper, 2018 | Hallyu, Again at the starting point 154 fever that has recently swept to reflect the increased This seems Bohemian Rhapsody As shown in the above data and rankings, the As shown in the above data and rankings, consumers’ age range. In the market for smartphone-based age range. In the market for smartphone-based consumers’ music consumption, the main consumers are younger emergence of smart speakers seems to diversify music of smart speakers seems to diversify music emergence reflect the South Korea. artists, Pinkfong is the dominant artist for kids’ content, and for kids’ artists, Pinkfong is the dominant artist Queen seems to the high ranking of the British rock band #1 BTS, #2 IU, #3 through voice command to Kakao Mini: The top 3 are currently hot #4 Pinkfong, ... #7 Queen. Twice, also reflect the latest music trends. Smart speakers Yong-pil. who were searched Kakao released the rankings of the artists also increased, such as Lee Seung-chul, Lee Mun-se, Lee Sun- also increased, such as Lee Seung-chul, Na Hun-ah, and Cho hee, Kim Gun-mo, Kim Kwang-seok, any channel while doing housework.” According to KT, the to KT, According doing housework.” any channel while middle-aged people has search for the singers popular among up in the morning, I start the day by commanding the smart I start the day by commanding the smart up in the morning, to the radio. It is convenient to freely listen speaker to turn on smart speakers are very popular among housewives. Kim (37), very popular among housewives. Kim smart speakers are child, said, “As soon as I wake who is raising a three-year-old in the market. launched education music by songs and prenatal search for children’s In fact, them played by a smart speaker. housewives to have volumes of children’s songs, prenatal education music, prenatal education songs, children’s volumes of Genie was increased after Giga and jazz have classical music, are significantly Genie Giga smart speaker the and through the streaming that has reported KT each other. from different Hallyu White Paper, 2018 | Hallyu, Again at the starting point 155 stopped at number 398 on stopped at number (~US$ 500). Such popularity is A Man’s Life Man’s A . The comeback of this legendary singer The comeback of this legendary singer . result was obtained in the totally different A Look at the music charts, the top 100 songs are The streaming (digital) music market and the actual market and the actual (digital) music The streaming Dream Again Dream charts would have been much higher. with music streaming sites. If the use of smart speakers was with music streaming sites. If the use ranking on the Na’s widespread among the older generations, and elderly people, markets? It is simply because middle-aged not familiar songs, are who are the main consumers of Na’s comparable to the top idol groups. How can we explain this comparable to the top idol groups. How music live and online the between volume sales in discrepancy 12 minutes, respectively, and the grey market tickets were and the grey market tickets 12 minutes, respectively, priced up to 600,000 KRW September 5 were sold out within minutes. His concert tickets September 5 were sold out within minutes. out within 7, 10, and in Seoul, Daegu, and Busan were sold real popularity? his concert on The 31,500 presale tickets for concert market. world. The title track world. reflect Na Hun-ah’s the Melon daily chart. Does this ranking album reaching beyond the popular music was a big social issue necessarily the most popular singer. A typical case is Na Hun- A popular singer. necessarily the most 2017 with a new on July 11, ah, who made his comeback (analogue, live) music market do not mirror each other. A A market do not mirror each other. (analogue, live) music number 1 spot on a streaming site is not singer landing the number of middle-aged music consumers, who have lower consumers, who middle-aged music number of gradually. expected to increase streaming sites, is access to generations familiar with the mobile environment. As the As the environment. the mobile with familiar generations the however, increases, speakers of smart rate penetration Hallyu White Paper, 2018 | Hallyu, Again at the starting point 156

content has become the first Shark Family If all these predictions come true, smart speakers The increase in the use of smart speakers is expected expected is speakers of smart use the in increase The like Pinkfong, Na Hun-ah, and Beodeuri. markets targeting children and older adults. In other words, the markets targeting will likely be musicians biggest beneficiaries of smart speakers unfamiliar with smart devices, such as children and older unfamiliar with smart devices, such as revitalizing the music adults, into the digital music market, music, and children’s songs. Smart speakers are expected to music, and children’s consumer groups play an important role in integrating the music consumption to have a significant impact on daily prenatal education practices with regard to classical music, charts, changing chart rankings. become a common household device, such popular children’s such popular children’s become a common household device, positions on streaming songs will likely break into the top 100 Pinkfong’s music is frequently streamed on smart speakers. is frequently streamed on smart speakers. music Pinkfong’s once smart speakers This allows us to draw a conclusion that 100. Pinkfong’s 100. Pinkfong’s views. YouTube to reach one billion for kids in South Korea with top 100 positions on music charts, because a track must on music charts, because a track with top 100 positions of users to break into the top number be streamed by a large search terms on Melon. Pinkfong, which is enjoying explosive which is enjoying on Melon. Pinkfong, search terms appears on Melon search every popularity among children, associated search trends are not directly morning. However, on streaming sites is by no means limited to the music of limited to the sites is by no means on streaming songs appear as children’s Every morning, popular singers. predominantly popular songs by idol singers and hip-hop, and hip-hop, idol singers songs by popular predominantly consumed what is However, musicians. and OST ballad, R&B, Hallyu White Paper, 2018 | Hallyu, Again at the starting point 157 will be handled. In this regard, we can learn from the ups and this regard, we can learn from the ups will be handled. In of streaming sites in the past decade. downs in the fortunes speakers will bring relief or disruption to the music industry relief or disruption to the music industry speakers will bring well this new music consumption method will depend on how diminished the overall scale of the music industry. It cannot be of the music industry. the overall scale diminished further of smart speakers will ruled out that the popularization or not smart Whether of record labels. erode the market share overall music industry. The shift of the mainstream of music shift of the mainstream The industry. overall music has largely to streaming sites from record labels consumption will contribute to expanding music consumption, even though though even consumption, music to expanding will contribute the or shrink boost it will seen whether to be it remains Hallyu White Paper, 2018 | Hallyu, Again at the starting point 158 Popular Culture Trend 2017: the Trend Popular Culture . Seoul: Maribooks Popular Culture Trend 2017: Fusion of New Media of New Media Fusion 2017: Trend Culture Popular . Seoul: Maribooks Forefront of the Hottest Trend of the Hottest Forefront and Content Kim, H.S., Jang, S.Y., & Kwon, S.J. (2017). & Kwon, S.J. (2017). Jang, S.Y., Kim, H.S., References I.K. et al. (2018). Kang, 5) Q&A about Hallyu, the Second Story

Interviewee: Do Jong-hwan (Poet and politician; member of the National Assembly; former Minister of Culture, Sports and Tourism*)

Interviewer: Kim Ah-young (KOFICE research team)

* This interview was conducted in early 2019 during Do Jong-hwan’s term of office (June 2017–April 2019). Hallyu White Paper, 2018 | Hallyu, Again at the starting point 160 begin with, nothing was certain To office as the Minister of Culture, Sports took You The second crisis was the difficulties associated A. During the initial phase of my term, I was beset A. During the initial phase of my term, hosting of the PyeongChang Winter Olympics, Winter hosting of the PyeongChang the “Peace Olympics.” I would which was hailed as Ministry after like to know about your experience at taking office. Q. a have achieved You in June 2017. Tourism and for example, the successful great deal since then; participate and exchange views. an opportunity for the Korean Peninsula to change its fate. It an opportunity for the Korean Peninsula could peacefully co- was very fortunate that North and South for the failed Olympics.” With the participation of North With for the failed Olympics.” it became the Peace Olympics and provided Korea, however, the lines of “Minister concerns about a budget deficit along the responsibility Do will resign in March 2018, assuming in the lead-up to the PyeongChang Winter Olympics. Many Winter in the lead-up to the PyeongChang point of voicing people anticipated a failure, even to the with many difficulties. of the Ministry of Culture, Sports and Tourism Sports and of Culture, of the Ministry #1. A journey of 20 months – philosophy and achievements – philosophy 20 months of journey A #1. 1. Hallyu, building the foundation of of foundation the building 1. Hallyu, culture Korean Hallyu White Paper, 2018 | Hallyu, Again at the starting point 161 tourists had Chinese of The number Lastly, I was faced with the challenge of restoring Lastly, conflict. THAAD can be downloaded at the website of the MCST or the Fact- can be downloaded at the website of the MCST Finding Committee. the investigation results along with our pledge to prevent the investigation results along with our The 6600-pages-long white paper recurrence of such events. introduced a bill for the “Act on Safeguarding Artists’ Status Artists’ introduced a bill for the “Act on Safeguarding white paper reporting and Rights” and published a 10-volume (hereinafter the “MCST”) decimated by the blacklist affair, but by the blacklist affair, (hereinafter the “MCST”) decimated We Committee. I could address it by convening a Fact-Finding public trust in the Ministry of Culture, Sports and Tourism Tourism Sports and public trust in the Ministry of Culture, Such a surge of popularity of Korean cultural content is a of popularity Such a surge relatively recent phenomenon. and videos on “Battle Ground” ranked first in 100 countries, views. channel have reached 10 billion YouTube the Pinkfong popularity among young people across the globe, landing people across the globe, landing popularity among young the game Further, number 1 albums on the Billboard 200. for 2019 and 2020 are 1.8 and 20 million, respectively. In are 1.8 and 20 million, respectively. for 2019 and 2020 BTS has garnered explosive the entertainment industry, of tourism market, the number Thanks to the diversification numbers The target soared to 15.3 million. of foreign tourists and game exports were hampered. Everything was facing Everything exports were hampered. and game Then the landscape for the tourism interruption and blockade. industries suddenly changed in 2018. and entertainment halved from 8 million in 2016 to 4 million in 2017. Music to 4 million in 2017. 8 million in 2016 halved from broadcasts were cancelled, drama TV and performances with tourism and cultural export sectors in the wake of the wake sectors in export cultural tourism and with the Hallyu White Paper, 2018 | Hallyu, Again at the starting point 162 They field work. 2019? 1 of the concrete Year all, it will be A. First of Q. What would be the main project of the year of the year project be the main would What Q. implement these visions for the next three years. prevail in our society, new competitiveness will revitalize prevail in our society, will continue to The MCST our cultural contents industry. lead to industrial applications, we call for the creation of an lead to industrial applications, we call If such trends environment conducive to creative outputs. focus is also associated with the burning issue of the Fourth focus is also associated with the burning idea can directly Industrial Revolution. Given that creative work in marginalised genres. Our third focus is on policies genres. work in marginalised This sectors. that encourage creativity in various social opinions of various groups of artists in policies by gathering opinions of various groups of artists in and those who the opinions of women artists, local artists, of the blacklist affair. We are also committed to policies that We of the blacklist affair. order to reflect the respect the diversity of community in art and first and foremost the autonomy of policies that respect was reinforced after the experience This commitment artists. creativity. and diversity, autonomy, is based on three values: culture and art have committed ourselves to advocating We gathered the opinions of some 8000 regional artists across of some 8000 regional artists across gathered the opinions 2030 Vision they met face to face. Culture the country whom implementation of “Culture Vision 2030.” Culture Vision Vision 2030.” Culture Vision of “Culture implementation it has staff; launched by the MCST 2030 is not a project and culture experts’ originated from arts Hallyu White Paper, 2018 | Hallyu, Again at the starting point 163 of North-South exchange as part of “Culture Vision Vision of “Culture as part exchange of North-South 2030.” 2020 is for target already said, our As I have A. Q. You have also announced an unprecedented scale scale unprecedented an also announced have You Q. tourists. the 3rd Tunnel. About 2.2 million people participate in such Tunnel. the 3rd is 4.5 million peace Now the target security tours every year. security tour to peace tourism. Until now, it has been a site security tour to peace tourism. Until now, mainly of visits to Imjingak and consisting for security tour, I think it is necessary for the two Koreas to register it jointly I think it is necessary for the two Koreas Heritage site. It is a paradigm shift from World as a UNESCO bars, and concrete, in installation art or souvenir products for bars, and concrete, in installation art trove of ecosystems. tourists. Besides, the DMZ is a treasure Korean War, a walking detour to the Joint Security Area (JSA) a walking detour to the Joint Security War, Korean remains, such as barbed wire, reinforcing and the use of GP Also planned are footbridges for the North-South joint efforts for the North-South joint efforts Also planned are footbridges in action during the to recover the remains of soldiers missing general outposts (GOP) are currently being removed. Trails Trails are currently being removed. general outposts (GOP) made available for hiking and cycling. to those spots can be to create a pilgrimage trail, bike routes, 10 scenic spots, and trail, bike routes, 10 scenic spots, to create a pilgrimage and in the DMZ. Guard posts (GP) 10 food tour destinations 20 million foreign tourists. The backbone of this plan is the The backbone of this plan tourists. 20 million foreign are planning We Tourism. zone) Peace DMZ (demilitarised Hallyu White Paper, 2018 | Hallyu, Again at the starting point 164 wildfire like has spread movement Too” plan to make 2019 the first year of sports We The “Me A. At the core of the media or people’s fury is the At the core of the media or people’s A. Q. May I interpret it as a determination to prioritize Q. May I interpret it as a determination over winning structural reform in the sports sector medals in international competitions? in the sports sector, too. sports sector, in the a short-track skater, of Shim Suk-hee, The case A. Q. 40 members. innovation. institute called Sports Ethics Centre will be established for this this for established be will Centre Ethics Sports called institute composed of about purpose. It will be a dedicated organization investigate and penalize those who commit physical abuse or investigate and penalize those who commit special A medals. sexual assault under the pretext of winning and thus contribute to creating a healthy society—I think these and thus contribute to creating a healthy will We promotion. objectives should be pursued during sports rights in a blind spot. To perform at one’s best, compete fairly, fairly, best, compete perform at one’s To rights in a blind spot. acknowledge and respect winners, accept defeat gracefully, players properly with promoting national prestige, it is high promoting national prestige, it is high players properly with current practice of leaving sports human time we changed the Sports Promotion Act contains the phrase “contribute to the Act contains the Sports Promotion assist To prestige through sports.” promotion of national who was abused by her coach Cho Jae-beom, was a big Cho Jae-beom, was abused by her coach who was us to change the paradigm This has compelled social issue. of the National Article 1 (Purposes) of the sports industry. Hallyu White Paper, 2018 | Hallyu, Again at the starting point 165 won the gold against Lee won the gold against Structural reform in the sports sector is not limited Structural reform in the sports sector would encourage students not to neglect sports. I would like to change the current high school curriculum, overemphasizing duties. I would prefer are merely individuals fulfilling their studies. Likewise, I training athletes who do not neglect their star players, their careers are guaranteed, and they usually go star players, their careers are guaranteed, such athletes to training camps instead of school. However, exemption from military service (in case of male athletes), and exemption from military service (in case young athletes become admission to universities. If talented to solving the problem of violence. So far, gold medal winners gold medal far, to solving the problem of violence. So pension benefits, have enjoyed various privileges including advanced sports nation. means” or “enduring even violence to reach the goal.” Sports means” or “enduring even violence to not permissible in an performance backed up by violence is touch our hearts through such acts. Now we have to free out such acts. Now we have to free touch our hearts through “gold medals by all mindset from the training principle of gold medal, embraced and congratulated Kodaira. This scene This and congratulated Kodaira. gold medal, embraced hailed by people across the globe. Sports was broadcast and Japan’s Kodaira Nao Japan’s time. Lee, who failed to defend her Sang-hwa for the first using physical abuse or sexual harassment under the pretext harassment under abuse or sexual using physical only act that boosts national prestige—it of training is not an Olympics, Winter At the PyeongChang humiliates the nation. but have been criticized for imitating the strategies proposed imitating the strategies criticized for but have been winning gold medals is certain is that What at that time. recurrence of abuse. A similar scandal broke out a decade ago. ago. out a decade broke scandal similar A abuse. of recurrence plans, ideas and troubleshooting many put forward have We Hallyu White Paper, 2018 | Hallyu, Again at the starting point 166 Arts Policy Office. Some opinion? for The issue of military service exemption A. exemption from military service for their exemption from military People Asian Games. Cup or World performances in not given are asking why the BTS members are What is your exemption from military service. Q. A large number of athletes have been granted number of athletes have been granted large A Q. members of the National Assembly have already put forward members of the National for relevant opinions. Kim Jae-won of the Liberty Korea Party, improve the military service exemption system. The task force system. improve the military service exemption is led by the head of the Culture and must be established. The MCST convened a joint task force The MCST must be established. in October 2018 to with the Ministry of National Defense merits careful consideration and deliberation. To begin with, begin To merits careful consideration and deliberation. exemption military service stars’ criteria for Hallyu clear-cut Hallyu stars has sparked a nationwide interest and thus it Hallyu stars has sparked a nationwide This issue on it. is very important to form social consensus think this heralds a new beginning in sports reform. think this heralds a we plan to abolish and sports clubs. Specifically, activities the national junior athletic competition, camp training and I of “medalism” and “performancism.” which is the hotbed culture. I intend to create a society where physical activity is where physical intend to create a society culture. I physical lifestyle by promoting life daily citizens’ in embedded core subjects such as Korean, English, and Math, limiting Math, limiting and English, as Korean, subjects such core this learning-centred to change I want activities. sports Hallyu White Paper, 2018 | Hallyu, Again at the starting point 167 flowing A. I think Hallyu is a stream of culture People are using the word Hallyu in almost every People are using the word Hallyu in almost such as “architectural Hallyu” and “medical sector, Hallyu.” of Hallyu. Q. I would like to hear your definition as a fandom of Korean pop culture began to form. A great A as a fandom of Korean pop culture began to form. challenge for Korean artists is promoting a wave of Korean Hallyu began with various elements of popular culture such as Hallyu began with various elements of dramas, gradually forming a wave TV Korean pop music and a country flooded currents. Hallyu can also ebb out from exchange is now very important. Therefore, mutual by it. out of Korea. Hallyu is a word formed by combining Korea out of Korea. Hallyu is a word formed flood and ebb (Han) and wave (ryu). Ocean waves have #2. Hallyu – laying the groundwork #2. Hallyu – laying the Military Manpower Administration, and other pertinent Administration, the Military Manpower a reasonable alternative. authorities to brainstorm an period or preparing a flexible enlistment by introducing will actively consider their We scheme. alternative service with the Ministry of National Defense, opinions and consult military service exemption. Kim Byeong-ki of the Democratic Kim Byeong-ki of exemption. military service interruption the problem of career proposed to solve Party has example has proposed an amendment to the Military Service Service Military to the amendment an has proposed example for scheme accumulation a point introduce to Act intended Hallyu White Paper, 2018 | Hallyu, Again at the starting point 168 Their songs convey the feelings popularity of Hallyu? Q. Have you had any first-hand experience of the five to ten years, or even longer. home and abroad, and most fans are in their teens, twenties, home and abroad, and most fans are in The current popularity of BTS is expected to last and thirties. shared by all young people regardless of nationality and race, shared by all young people regardless fan base at key to their success. BTS has a large the and that’s One of the messages of their lyrics is “we share your same One of the messages of their lyrics is concerns, pains, and conflicts. members compose their own songs. The lyrics they write members compose their own songs. American young adults. strike a chord with European and The achievements of BTS seem, of course, to go beyond the The achievements of BTS seem, of course, The BTS popularity. mere repetition of earlier K-pop groups’ on many other countries. This cannot be achieved in the near This cannot on many other countries. more cultural assets. future because we have yet to accumulate studied foreign literature often play leading roles in Korean often play leading roles in Korean studied foreign literature the same influence we may have literature as well. Inversely, studied, reviewed, and conducted in-depth research, and wrote and conducted in-depth research, and studied, reviewed, Those who have on foreign literature. theses and dissertations Hallyu to include the traditional and classical Korean culture. and classical Korean include the traditional Hallyu to Franco- Anglo-American, exposed to Koreans have been have We literature since childhood. German, and Russian of various elements of Korean popular culture such as K-pop popular culture elements of Korean of various upgrade the globe, we should people across among young literature along with the wave of popular culture. It is argued is argued culture. It popular wave of with the along literature popularity the huge by gained the momentum that leveraging Hallyu White Paper, 2018 | Hallyu, Again at the starting point 169 the Symposium as a speaker and panellist. I would journal support policy and related proposals”: Korea a The objective of the government to make content cultural superpower through Hallyu cultural participated in You seems to have no concrete basis. Q. I was deeply impressed by an interesting Q. I was deeply impressed by an interesting of statement of a speaker I read in the proceedings of literature the 2016 symposium “Current status A. When President Moon went to the Vatican to to Vatican the went to Moon President When A. greater diplomatic effect than anything else. greater diplomatic effect my suggestion. The President and the Prime Minister also tell The President my suggestion. of heads of state has a that giving BTS albums to the children to other fields such as the need to spread the impact of Hallyu agreed with President Moon Jae-in industry and diplomacy. of the positive influence of Hallyu. It is certainly one aspect meeting, I emphasized During the recently held State Council Southeast Asian students come to Korea to learn our language. come to Korea to learn our language. Asian students Southeast in the 5000 years of Korean history. This is unprecedented but over 400 students apply for admission. Competition is apply for admission. Competition but over 400 students and many in France, situation is not different The that high. that 450 students were enrolled. However, that university was that university However, were enrolled. that 450 students the Korean Language The Department of not an exception. admission to 80 students, university grants Venetian of a entourage. When we visited the Department of the Korean the Department When we visited entourage. were informed of Rome, we at Sapienza University Language visit Pope Francis in October 2018, I was in the president’s in the president’s I was 2018, in October Pope Francis visit Hallyu White Paper, 2018 | Hallyu, Again at the starting point 170 .

The White Book The Vegetarian (2014), a novel centring on Human Acts (2007) and was shortlisted in 2018 for (2007) and was shortlisted in 2018 for Let me give an example. Novelist Han Kang Let me give an example. Novelist Han field. I think this from any other different A. It is not like to hear your comments on this statement. on this comments hear your like to prestigious awards, and there are many writers in Korea who can write similar masterpieces. It is now a well-known the 1980 Gwangju Uprising, much higher than the 1980 Gwangju Uprising, much higher worthy of more Han Kang has written many masterpieces these books did. Most fiction that received better reviews than literary critics rated Vegetarian As is well known, she has written many works of (2018). won the Man Booker International prize for her novel won the Man Booker International prize them, such a culturally upgraded Hallyu is not impossible afterthem, such a culturally upgraded Hallyu all. promote Korean culture as a long-lasting asset. If masterpieces If masterpieces asset. long-lasting a as culture Korean promote is set up to promote are created and an efficient master plan a long-term project. There is no need to hurry. It is more There is no need to hurry. a long-term project. contents and important to take time to enrich the cultural culture on the foundation built by pop music, which is more built by pop music, which is more culture on the foundation foreigners than classical literature, is easily enjoyable by gained, conveying the image of Korea as a culturally advancedgained, conveying the elements of Korean Cultural exchange across country. first to gain a public abroad to the broader genres appealing countries, followed by elite culture and foothold in foreign the recognition and exposure already literature leveraging sending in promoting culture: used process is a commonly Hallyu White Paper, 2018 | Hallyu, Again at the starting point 171

) and won 紅高粱 ), who won the ), who won Red Sorghum Clan Red Sorghum 莫言 ) in 1987. In the same year, year, ) in 1987. In the same a film ) made the novel into (Hong Gaoliang, 張藝謀 紅高粱家族 ( Yimou Red Sorghum animated film Underdog (2018) to North Korea. dedicated to inter-Korean cooperation and related dedicated to inter-Korean is as important communication content. Inter-Korean Recently, as sending out Korean culture abroad. was put into bringing the South Korean much effort Q. A large portion of Culture Vision 2030 is Vision portion of Culture large A Q. The Chinese novelist Mo Yan ( Yan novelist Mo The Chinese increasing influence of Hallyu. of Korean literature. In this sense, I am very well aware of the of Korean literature. In this sense, I am force behind the importance of popular culture as the driving teenagers coming in contact with Korean literature as K-pop teenagers coming in contact with Korean and become translators fans will learn Korean, study in Korea, can enjoy Korean culture and literature for decades to come. can enjoy Korean culture and literature will arise in which It is my hope that a certain kind of system all of his works to foreign readers was formed. Likewise, we foreign readers was formed. Likewise, all of his works to so that foreignersshould build a solid base in foreign countries Foreigners who watched it began to read Mo Yan’s novels, novels, Yan’s it began to read Mo Foreigners who watched translators keen to translate and introduce and soon a group of under the title the 1988 Berlin International Film Festival.the Golden Bear at 2012 Nobel Prize in Literature, published Prize in Literature, 2012 Nobel (Hong Gaoliang Jiazu, filmmaker Zhang novels. fact. More importantly, it all depends on whether there will there on whether all depends it More importantly, fact. Kang’s for Han who fell Smith like Deborah be translators Hallyu White Paper, 2018 | Hallyu, Again at the starting point 172 would stand (2011), I think (2011), Underdog production team is the same , a hand grenade bursts, and , a hand grenade bursts, Underdog Underdog Leafie, A Hen into the Wild A Hen into the Leafie, A. The year 2019 marks the centenary of Korean The year 2019 marks A. Council for Inter-Korean Film Exchange. What What Exchange. Film for Inter-Korean Council to us with regard you like to give message would and “inter-Korean “culture” the two keywords, exchange”? The Korean Film Council also founded the Special Special the also founded Council Film The Korean (laughter). Because the team that produced or exporting it. He was even worried that the theme was or exporting it. He was even worried would watch it too profound and only no-nonsense people films or how long it the competition from foreign animated relaunching considering also was He up. hold to able be would were being made for its release in China. Director Oh Seong- were being made for its release in China. yun was worried about whether or not I watched the film search of a land where they can live freely. At that time, preparations in February with the First Lady. interpreted positively in North Korea. It is a story of homeless interpreted positively in North Korea. going northwards in stray dogs that can barely survive a day barbed wires of the DMZ, where stray dogs remove mines and barbed wires of the DMZ, where stray such a story can be make a peaceful space to live in. I think the climactic scene of the climactic scene into the lands across the flower petals soar into the sky and fall film and actors to North Korean to South Korean filmmakers In year will see this project being realised. events. I hope this cinema’s birth. Bidirectional proposals have been made to Bidirectional proposals have been birth. cinema’s and films to South Korean film festivals invite North Korean Hallyu White Paper, 2018 | Hallyu, Again at the starting point 173 need to reflect on our We Asia. America, not from Another important issue is safeguarding the rights Another important issue is safeguarding A. We often talk about “mutual cultural exchange” often talk about “mutual cultural exchange” We A. the Billboard 200, the State didn’t do anything. Yet, Yet, do anything. the State didn’t the Billboard 200, by What do you mean to play.” the State has a role that? Q. You once said, “While BTS was hitting No. 1 on once said, “While BTS was You Q. of Korean cultural sector workers. In this regard, we are mandatory employment insurance or promoting artists’ cultural exchange is titled in our favour. we are justified own Orientalism, asking ourselves whether the balance of Asian countries our neighbours since in calling China and Japan, but 75% of music import is from Europe China and Japan, but 75% of music import and North genre of Hallyu, shows a great regional preponderance. genre of Hallyu, shows a great regional Asian countries including Over 97% of K-pop export goes to triggering substantial changes that go beyond quantitative triggering substantial changes that go The export of K-pop, admittedly the core and formal levels. “exchange.” It is hence redundant. It can be interpreted as “exchange.” It is hence redundant. It cultural exchange, emphasizing the interactions that involve or “bidirectional cultural exchange.” However, the meaning of exchange.” However, or “bidirectional cultural embedded in the word “mutual” or “bidirectional” is already near future, and the MCST is ready to support such exchange ready to support such is and the MCST near future, projects. it will appeal to audiences both at home and abroad. Anyway, Anyway, abroad. home and both at audiences appeal to it will in the traction will gain exchanges that inter-Korean I hope Hallyu White Paper, 2018 | Hallyu, Again at the starting point 174

* The Hankyoreh, June 11, (2017) by dinner with business partners... Confusing working hours?, 2018). by a written agreement with the workers’ by a written agreement with the workers’ representative is deemed to be the working break, smoking, or for coffee hours.” (Time , in which you presented Homo Deus Silcheonmunhak by Shin Kyung-rim. What would be “a by Shin Kyung-rim. A. There are a large number of books that have number of books that have There are a large A. Me” in the Saneup-Ilji book that moved me”? Q. You wrote an article titled “A Poem That Moves That Poem wrote an article titled “A You Q. “When difficulty arises in calculating

working hours exceed the working hours limit (overtime), the number of hours fixed the working hours spent outside the workplace in whole or in part for business trip or other reasons, a certain number of hours count towards working hours. If * moved me. The most recent one is The most recent one moved me. The insights. Harari. I was amazed by the author’s Yuval #3. Literature, reality and life reality #3. Literature, rights of the domestic cultural sector workers should also be cultural sector workers should also rights of the domestic safeguarded as much. implemented. If the Korean cultural contents industry wants Korean cultural contents industry wants implemented. If the the property respected around the world, to see its intellectual and agreement on the hours worked outside the workplace. and agreement on the and options will be actively considered I hope that these work At the end of 2018, we released the “Basic Guidelines for the the “Basic Guidelines of 2018, we released At the end adopting various improvements Creative Content Sector,” schedule, discretionary work system, such as flexible work needs to make efforts to make use of the “standard form use of the “standard to make efforts needs to make possible. services” to the extent popular culture contract on proposing amendments to the artists’ welfare law. Not only Not only welfare law. to the artists’ amendments proposing private sector also the but the MCST, such as sector the public Hallyu White Paper, 2018 | Hallyu, Again at the starting point 175

Homo there has been no Although The first of the three biggest problems we? aren’t are also trying to turn war into peace, We war, famine, and plague. war, war should that A. Humanity has long argued a way out of Q. South Korea will also have to find makes us stop and think about solving the problems of makes us stop and think about solving mentioned by Harari can be overcome this way. As for how to mentioned by Harari can be overcome this way. end famine, the second problem, Harari points out that more exchange and coexistence, and further towards a permanent exchange and coexistence, and further peace system. disappear. must steer away from the threat of war towards peaceful We growth. Deus the shadow of quantitative inwardly in the people suffering global ranking for suicide-related deaths is an indicator of the suicide-related deaths is an indicator global ranking for contradictions. intensity of our internal conflicts and economic growth, South Korea’s suicide rate is the highest suicide South Korea’s economic growth, Our highest or second-highest among OECD members. success in a short period of time—its GDP increased from increased of time—its GDP success in a short period in 2019. Despite this extraordinary $100 in 1960s to $30,000 causing massive casualties. Nowadays, however, suicide suicide Nowadays, however, casualties. causing massive Korea The author took South death tolls. deaths exceed war Korea has achieved dazzling economic as an example. South and plague. famine, years: war, of local wars, have been a series WWII, there since global war book presents three biggest problems for humanity to solve for humanity problems three biggest presents book of of thousands hundreds of human history the throughout Hallyu White Paper, 2018 | Hallyu, Again at the starting point 176 ; sees 淨 ; western Homo Deus 西方淨土 ; turbidity of kalpa, i.e., war 劫濁 pursue a healthy, peaceful, and abundant life. pursue a healthy, through humanity’s problems, presenting various rationales through humanity’s for all of us who wish to This book is a must-read and data. message given to humanity 2500 years ago and humanity’s ago and humanity’s message given to humanity 2500 years Thus, problems pointed out by Harari meet. pure land). It is Buddha’s teaching to free us from the turbid pure land). It is Buddha’s where Buddha’s This is world, heading towards the pure land. and famine). The opposite of the geoptak is jeong (jing, and famine). clean) as in seobang jeongto (xifang jingtu; new diseases are still emerging. In Buddhism, it is called the new diseases are still emerging. world of geoptak (jiezhuo, millions of people died. Most of these problems have been millions of people died. Most of these and medicine, but solved through the achievements in science eighty thousand due to the diseases introduced by European to the diseases introduced by European eighty thousand due tens of When a pestilence swept through Europe, visitors. deaths within a year. Two centuries later, the population of centuries later, Two deaths within a year. was reduced from half a million to the Hawaiian Islands to Mexico, who was infected with smallpox, spread the infected with smallpox, spread the to Mexico, who was throughout Mexico, resulting in 8 million smallpox epidemic Qaeda, the international terrorist organization. Talking about Talking organization. international terrorist Qaeda, the of the example of the smallpox epidemic plague, Harari gave in a Spanish flotilla carrying soldiers 1520: one of the slaves high blood pressure outnumber those dying of starvation. To To starvation. those dying of pressure outnumber high blood than al- a far deadlier threat Coca-Cola poses quote Harari, people die today from eating too much than from eating too from eating much than too from eating die today people or as diabetes such of diseases people dying That is, little. Hallyu White Paper, 2018 | Hallyu, Again at the starting point 177

The first (1936), Chaplin’s (1936), Chaplin’s Massacre in Korea Massacre Modern Times of course. Picasso called barbarian society, A A. Buddha told the humanity to avoid o'ak takse A. Buddha told the lived who Jong-hwan, read: Do epitaph to your far you said that the In the same breath, like an ivy. and the centre left should be marginalised right and at the centre of a society. should be Q. In a media interview, you said you would like would like said you you interview, a media Q. In types of turbidity). world filled with five would this be? himself a communist. He also painted banned from film studios. What kind of society masterpiece, should also be banned. inevitably extreme. There is no meeting point between the two There is no inevitably extreme. be Charlie Chaplin should to McCarthy, According extremes. the world into right and left representing good and evil. the world into right and left representing if one side is extreme, the opposite side is However, the blacklist affair, pursued this type of McCarthyism. Joseph pursued the blacklist affair, He dichotomized McCarthy even banned Charlie Chaplin. and both sides bring turbidity to the world. Kim Ki-chun, the and both sides bring turbidity to the world. is the centre figure in who former Blue House Chief of Staff and disgust. This is our daily life. Far right and left stem This is our daily life. Far right and and disgust. overconfidence in their one-sided opinions, from people’s their own opinions. If an incident is reported, they hunt it, If an incident is reported, they hunt their own opinions. disbelief, anger, making malicious comments and spreading (war and famine). The second is the turbidity of views. The of views. The second is the turbidity (war and famine). All insist on hold wrong views. world is turbid as people type of turbidity is the aforementioned turbidity of kalpa the aforementioned turbidity of kalpa type of turbidity is Hallyu White Paper, 2018 | Hallyu, Again at the starting point 178 cannot take We goes for the New The same A. When we get familiar with culture, we broaden When we get familiar with culture, A. Q. We also need to pursue a more cultural life in also need to pursue a more cultural We Q. order to communicate well. not do it, let us become beautiful with culture. not do it, let us become beautiful with and cannot find inner not listen to music, do not read books, to tell them this: let us beauty are slowly dying. I would like and read books and poems. A life of anger is a life of dying A and read books and poems. who do not travel, do Brazilian poet said this. People A slowly. our inner space, becoming less irritable and gaining better our inner space, becoming less irritable need to sing, exercise, watch movies, We control over anger. only reasonable path to pursue. only reasonable path communicating with each other form the mainstream. That is each other form the mainstream. communicating with is the broadening the centre. I believe that why I advocate for yes. be left? Only barbarism, would then which but we can build a society in actions against extremists, and moderate and rational people extremists are marginalised books? Paul Sartre’s reading Jean What music of the Beatles. Bob Dylan and the Left artist (1951), criticizing the Korean War. Should we then remove then remove Should we War. the Korean criticizing (1951), from be prohibited we Should art textbook? from an Picasso Hallyu White Paper, 2018

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