By Deshani Samaragunarathna
The world has been Hallyu-woodised!
From the global phenomenon of K-pop groups like BTS and Blackpink (and their passionate fandoms) to the record-breaking success of K-dramas like Squid Game, South Korea has rapidly emerged as a global force, shaping not only the economic and political landscape but also significantly influencing popular culture and soft power.
This transformation can be attributed to a combination of factors, including strategic use of soft power, effective public diplomacy, strong political economy, and significant R & D development. South Korea’s ability to blend traditional values with modern innovation has enabled it to dominate globally in several sectors, particularly entertainment, technology, and public diplomacy.
The Korean Wave (Hallyu)
From the mid-1990s to the mid-2000s, South Korean TV dramas and popular music made significant inroads in Asian countries such as China and Japan. The term “Hallyu” emerged to describe the growing global craze for Korean culture, which gained even more traction as the South Korean government strategically deployed its cultural exports.
The South Korean government has been a key player in the expansion of the Korean Wave, investing in cultural exports, hosting international events, and funding local content creators. These efforts have bolstered South Korea’s global soft power, enhancing the country’s image abroad. As a result, tourism and foreign investment have increased, further elevating South Korea’s cultural presence on the world stage.
K-pop and K-dramas
Korean boy bands and girl groups, including Big Bang, Girls’ Generation, and Kara were instrumental in the growth of the Korean Wave from the mid-2000s to the early 2010s. This expansion helped Hallyu gain a massive following beyond Asia, especially among youth in Latin America and the Middle East.
K-pop and K-dramas have become key drivers of South Korea’s soft power, propelling the nation into the global spotlight. With global sensations like BTS, BLACKPINK, and EXO, South Korea has emerged as a leading cultural exporter. These groups are not only known for their catchy tunes and synchronized dance routines but also serve as cultural ambassadors for South Korea’s growing international influence.
BTS is perhaps the most well-known success story, with its overall contribution to South Korea’s economy estimated close to USD 5 billion. The group has become a global sensation, known for blending various musical genres and delivering impactful messages that address social issues. In the era of globalization, the entertainment industry in South Korea has become a significant manifestation of their country’s soft power.
Recognizing the band’s potential, the Blue House (the South Korean presidential office) swore BTS in as special presidential envoys for future generations and culture in 2021, granting them diplomatic passports. This act of public diplomacy has had a real impact, with BTS addressing the United Nations General Assembly three times.
K-movies and K-dramas
Hallyu first spread to China and Japan, later to Southeast Asia and several countries worldwide, where it continues to have a strong impact. With KBC and MBC channels taking the lead, the series were initially a big hit in China and Japan, with dramas like Winter Sonata and Autumn in My Heart.
The success of these entertainment products created a tremendous buzz about the exploding popularity of Korean culture. Regional media sources were quick to pick up the cues and collectively announce the birth of Hallyu.
These hits were followed by Dae Jang Geum (MBC), an epic TV series about an orphaned kitchen cook who went on to become the King’s first female physician. Originally aired between 2003 and 2004, the drama became one of the highest-rated TV dramas in Korea before being exported to 91 countries around the world, including Islamic countries such as Iran, where it received an average viewership rating of 57% and a peak of 90%.
The significance of Dae Jang Geum goes beyond the show itself, with its portrayal of traditional Korean culture, such as Korean Royal Court cuisine, traditional costumes, and medicinal knowledge. It is believed to have contributed to expanding the scope of Hallyu to Korean cuisine, fashion, and medicine. The drama’s production inducement effect is estimated to have reached KRW 111.9 billion.
Even in Sri Lanka, Dae Jang Geum was aired by the Sri Lanka Rupavahini Corporation, dubbed “Sujatha Diyani”, which received immense popularity, thereby leading to a series of dubbed Korean periodic dramas and high school dramas on channels.
Today, Netflix is moving into the international market where K-dramas already have a strong following, and are a growing niche market in the US. Since 2023, it has started a plan to spend $2.5 billion on Korean content over the next four years and sees opportunities beyond the Asian region. This success is clearly seen in Squid Game Season 2, which broke the most viewership records in the first week for a Netflix series.
The proliferation of Korean dramas on platforms like Netflix has introduced audiences to the Korean language, fashion, beauty trends, and lifestyles, creating a significant cultural influence far beyond the nation’s borders.
This not only boosts South Korea’s image abroad but also serves as a platform for promoting its goods, services, and tourism. The popularity of Korean content has bridged cultural gaps, making South Korea an influential force in the global cultural landscape.
Public Diplomacy, Education, and Humanitarian Efforts
South Korea’s public diplomacy has effectively communicated its values and policies globally, focusing on economic success, democratization, and cultural vitality. Through embassies, media outlets, and educational exchanges, the government has worked to present a positive narrative, promoting the country’s image abroad.
Organizations like the Korea Foundation play a key role in strengthening cultural ties through international programs.
The country has also become an attractive destination for international students, with its world-class universities and STEM driven academic programs. South Korean universities rank among the top in global university rankings.
Programs like the Korean Government Scholarship Program (KGSP) have played a role in bringing thousands of international students to South Korea, strengthening cultural ties and fostering long-term relationships with various nations.
These students often return to their home countries with a deeper understanding of South Korea’s culture and society, thus serving as informal ambassadors of South Korea. Educational exchange has thus proven to be a vital tool for South Korea in solidifying its soft power, contributing not only to global knowledge-sharing but also to the creation of a global network of South Korea’s supporters and allies.
South Korea’s role in humanitarian and foreign aid efforts also plays a crucial part in bolstering its soft power. As a former recipient of international aid during its post-war recovery, South Korea has turned the tables by becoming a donor country, especially to developing nations in Africa, Southeast Asia, and Central Asia.
Through initiatives such as the Korea International Cooperation Agency (KOICA), South Korea has provided development aid, infrastructure support, and technical assistance to countries facing challenges in areas like education, healthcare, and poverty reduction.
South Korea’s commitment to humanitarian aid has helped reinforce its image as a responsible global player contributing to the well-being of others. This sense of benevolence and global responsibility further enhances South Korea’s soft power, positioning it as a nation that prioritizes peace, development, and cooperation.
In addition to cultural exports and humanitarian aid, South Korea’s technological prowess plays an instrumental role in its soft power strategy.
The country’s global dominance in sectors like electronics, telecommunications, and automobiles has given South Korea a significant competitive edge. Through its technological exports and investments in the digital economy, South Korea has not only established economic ties but also embedded itself in global discussions on the future of technology, positioning itself as a key player in shaping global technological trends.
Expatriates: South Korea’s Growing Global Community
South Korea is home to a growing expatriate population. Many of these expatriates come from neighboring East Asian countries like China and Japan, as well as from Southeast Asia, the Middle East, and even Western countries.
South Korea’s high standard of living, strong job market, and thriving cultural scene have made it an attractive destination for expatriates.
Teaching English is one of the most common occupations for expatriates in South Korea. The government has created programs such as EPIK (English Program in Korea) to encourage foreign teachers to work in public schools.
Furthermore, many expatriates are involved in South Korea’s burgeoning technology sector, particularly in Silicon Valley-style districts.
Expatriates play a significant role in South Korea’s soft power, acting as cultural ambassadors and fostering greater understanding between South Korea and their home countries. Their presence in the workforce also helps bridge the labor gap, especially in sectors like education, healthcare, and technology.
Paving the way for soft power: Korean Political Economy
The seeds of Hallyu were sown in the early 1990s with the lifting of the ban on foreign travel. This allowed a wave of Koreans to experience Western culture, bringing back new business perspectives and artistic interpretations.
Simultaneously, the 1997-98 Asian Financial Crisisforced a restructuring of the Korean economy. The crisis, while initially damaging South Korea’s global image, prompted then President Kim Dae-Jung to champion information technology and popular culture as key economic drivers.
The crisis also forced the restructuring of chaebols, large conglomerates, leading to a focus on core competencies and opening up opportunities for smaller businesses. This created a more dynamic and competitive environment.
Further contributing to Hallyu’s rise was the lifting of censorship laws in 1996, which unleashed creative freedom for filmmakers and artists, allowing them to explore diverse and globally appealing themes.
The government actively invested in infrastructure, particularly high-tech internet, and provided venture capital for startups, including those in the entertainment industry. Leading chaebol group like Samsung and LG also intensified their branding efforts, focusing on quality and design, which enhanced the perception of Korean products globally.
These factors, combined with a talented workforce and a conducive cultural environment, created a perfect storm for Hallyu’s growth.
As a result, the entertainment industry flourished, producing high-quality movies, dramas, and music that resonated regionally and globally. The sustained popularity of Hallyu was bolstered by the increasing recognition of Korean brands, which reinforced the country’s image as a hub of innovation and quality.
Deshani Dewmini Samaragunarathna graduated with a Bachelor of Science (BSc) in Strategic Studies and International Relations from the Faculty of Defense and Strategic Studies at the General Sir John Kotelawala Defence University. In 2022, She represented Sri Lanka as a Global UGRAD Scholar at the University of Alabama in the US. Geopolitics, history, public diplomacy, and soft power are among her research interests.
Factum is an Asia-Pacific focused think tank on International Relations, Tech Cooperation, Strategic Communications, and Climate Outreach accessible via www.factum.lk.
The views expressed here are the author’s own and do not necessarily reflect the organization’s.
