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The HanPil (한필) Occasional Paper Series on Korea and the Philippines is published electronically by the University of the Philippines Korea Research Center. All papers included in the current volume underwent a single-blind peer review process. The HanPil is published annually. Published by UP Korea Research Center Printed in Quezon City, Metro Manila, Philippines Cover design by Elsa Marie Or Copyright © 2018 by the UP KRC and authors All rights reserved, except that authorization is given herewith to academic institutions and educators to reproduce the articles herein for academic use as long as appropriate credit is given both to the authors and to this publication. The views expressed in each paper are those of the authors of the paper. They do not necessarily represent or reflect the views of the UP KRC, its Editorial Committee, or of the University of the Philippines. ISSN (Online) 2546-0234 ISSN (Print) 2546-0226 The papers were prepared for the research project of the Korea Research Center at the University of the Philippines (UP KRC) supported by the Academy of Korean Studies Grant (AKS-2015-INC-2230012). Earlier version of the papers was presented at the 2017 UP KRC Workshop and Roundtable held at UP-CIDS Conference Hall, Ang Bahay ng Alumni, Lower Ground Floor, University of the Philippines, Diliman, Quezon City on July 25, 2017. UP Korea Research Center Address: UP-CIDS Lower Ground Floor, Ang Bahay ng Alumni, Magsaysay Avenue, University of the Philippines, Diliman, Quezon City, Philippines Tel : +63 2 981 8500 loc 4266 Email : pkrc@up.edu.ph Facebook: www.facebook.com/UPKRC TABLE OF CONTENTS Foreword i Shaping A New Institutional Regime for Regulatory Reform 01 In the Philippines: Lessons from South Korea Eduardo T. Gonzalez, Ph.D. An Uncomfortable Embrace: Hanjin Philippines’ Shipbuilding 49 Operations and Government Regulations Grace Gorospe-Jamon, Ph.D. & Eduardo T. Gonzalez, Ph.D. Hallyu and Corporate performance: The Case of South Korean 79 Skin Care Companies in the Philippines Erik Paolo Capistrano, Ph.D. Reactor's Note Hallyu and Filipino Consumer Behavior: A Reaction to 111 “Effects of Hallyu on corporate performance” Dave Centeno, Ph.D. A Critical Discourse Analysis of South Korea and its Citizens 115 in Philippine News Fernando dlC. Paragas, Ph.D., Queenie Rose Chico and Bea Mae Caloyloy Reactor's Note Critical View on Philippine and Korean Interaction as Portrayed 141 In Philippine Media Ronel O. Laranjo Notes on Contributors Foreword As a scholar and researcher of Korea Studies, it has always been amusing to read works that pertain to Korea. More so if they concern about the Philippines and Korea relations. The works of excellent Filipino scholars on topics about Korea and the Philippines in this volume are no exception. True to its name, HanPil, which literally means South Korea and the Philippines, never fails to cover numerous topics about both countries. In this volume, specific focus is on public policy, business, and mass media. Interestingly, various topics on such are what I teach in my classes on Korea as a professor of Korea Studies at the Asian Center and where many of my students from various disciplines are greatly interested in. In fact, they wrote their research papers on various topics such as Park Chung Hee’s economic policies, Korea’s business conglomerates, the chaebols (재벌) the present Korean government’s cultural policy, and the origins and spread of Korean culture globally, the so-called Hallyu (한류) under my tutelage. Thus, it is of great interest to read, examine, and question the researches of four scholars on topics listed below. In Shaping A New Institutional Regime for Regulatory Reform in the Philippines: Lessons from South Korea, Dr. Eduardo T. Gonzalez contends that in terms of regulatory policies which can give a push to developing economies, South Korea can teach developing countries including the Philippines its all-embracing regulatory method whereby the government “has adopted a whole-of-government approach by comprehensively charting the essential course of regulatory policy horizontally across different domestic regimes and vertically across levels of government.” This, South Korea has learned through time and through trials and errors. It is such a novel idea worth examining. Will such method succeed in the Philippine setting? It should be born in mind that there are other considerations i that need to be examined. Specific of which include differences in the socio- cultural and economic orientations of the two countries (and other countries as well) not to mention politics at play. Besides regulatory reforms, the Philippines seems to have wanted to experience the so-called South Korea’s ‘Miracle on the Han River’ (한강의 기적) and also hopes to ‘acquire’ such rapid economic development when it welcomed Hanjin’s investment in the country. This is what Dr. Grace Gorospe-Jamon argues in her study on Hanjin Philippines’ Shipbuilding Operations in the Philippines. She boldly claims that South Korea “transplanted its compressed modernity experience” which the Philippines gladly welcomed. She concludes, however, that this model along with South Korea’s weakening of trust in the Philippine government merely created problems in the end. Looking at it this way, it can be observed then that a breakneck economic development model that worked in South Korea after the Korean War (1950-53) cannot be replicated in the Philippine setting. If so, why not? Perhaps one aspect on culture could have been taken into consideration. Specifically, the Korean ppalli-ppali culture (빨리빨리) which literally means Hurry! Hurry! or getting things done quickly seems to run counter with Filipinos’ dahan- dahan way of doing things. This and other factors could be further explored as to why the ‘miracle’ in Korea cannot occur in the Philippines. In terms of South Korea’s skin products industry, meanwhile, the Philippines has become one its market in Southeast Asia. Dr. Erik Paolo Capistrano conveys the impression that Korea’s ppalli-ppalli culture is evident in Koreans’ way of doing business by pointing out the ‘fast fashion principle’ of South Korea in his study on Hallyu and corporate performance: The case of South Korean skin care companies in the Philippines. This principle demands “shorter lead times, faster turnovers, and high customer order fulfillment rates.” The consequence is unfortunate. With its emphasis on quantity along with the products’ high cost, he ii concludes that Korean products are not in great demand compared with other national and local brands despite the remarkable popularity of Hallyu in the country. He remarks, “Just because a Filipino adores a K-Pop idol, it does not necessarily mean that he or she will easily purchase the products that the K-Pop idol endorses, even if it is available in the country.” Thus, admiring Korean stars is one; purchasing the products they endorse is another. Given the said popularity of South Korea’s Hallyu in the country, it would not be a surprise to see on television and in newspapers reports about Korea. South Korea as a country and its citizens in mass media are the focus of Dr.Fernando dlC. Paragas, Queenie Rose Chico and Bea Mae Caloyloy’s study on A Critical Discourse Analysis of South Korea and its Citizens in Philippine News. They found out that true enough, Filipinos like Korean dramas because they share similar values with Koreans specifically love for family and respect for the elderly. Interestingly, when they examine the news, it is intriguing to learn that “there appears to be significant misunderstanding among Filipinos of the two Koreas and it would be interesting to discern the roots of such misinformation.” I agree. It would be indeed compelling to do so. Yet, would it not be intriguing to say that the media itself can be one source of such? Michelle Palumbarit, PhD Co-Researcher UP Korea Research Center iii Shaping a new institutional regime for regulatory reform in the Philippines: Lessons from South Korea Eduardo T. Gonzalez Korea Research Center University of the Philippines The challenge of regulatory policy The Philippines has to face up to huge challenges in regulatory reform in order to get rid of avoidable barriers to competition, innovation and growth. At the same time, it must ensure that new trends such as liberalization and globalization, and brisk technological advances efficiently serve important economic and social ends. As Stiglitz (2009) indicates, the uneven and contradictory impacts of globalization on growth and development in developing countries have raised the prospects for regulatory failures in open economies. Indeed, the country confronts an institutional “emergency” in regulation as new markets once reserved to the state are opened for competition, and as utility and network industries are increasingly privatized. The current regulatory environment is still typified by heavily regulated sectors (e.g., public utilities, banking, and insurance), on the one hand, and modestly regulated sectors (e.g., online businesses), on the other. Because of the fondness for “regulate first”, alternatives to regulations are largely sidestepped. Yet despite such inclination to favor heavy-handed regulation, statutory ambiguities and erratic responses persist (demonstrated lately by the Bangladesh Bank money laundering). As the traditional “business model” (based on state-owned monopolistic companies) gives way to more market-friendly approaches, a new and consistent regulatory framework that is efficient, accountable, and transparent is urgently needed. A fresh legal and administrative perspective is even more consequential in the light of ever increasing regulations that are triggered by new social demands, which in turn set off higher benchmarks for health, safety and security, professional competence, and environmental protection, among others. Without a breakthrough in the regulatory milieu, the country confronts an inevitable lock- in: once the status quo is too much advanced, it would be too costly and almost 1 impossible to change course and take on a different approach.

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