Hallyu: International Culture And Localization And Globalization Of Korean Culture

The future of Hallyu has long been accompanied by intense debate. According to a survey by the Ministry of Culture, Sports and Tourism and the Korea Foundation for International Culture Exchange (KOFICE) done in 2012, sixty percent of 3,600 people in nine countries, including China, Japan, Thailand, the United States and France, are doubtful that Hallyu will see lasting international success. Some even predict that the Hallyu is just a passing fad like the Japanese pop culture which boom of the 1990s. On the other hand, German scholar Ute Fendler, whose research has revolved around Hallyu for the past two years told Yonhap News Agency in an interview that "I think its influence will continue to grow,".

Hallyu is still spreading worldwide,
Korean and Western pop music and film might look similar, but if look closely the differences jump out. Jian Cai, a professor at Fudan University of China, wrote in his study on Korean Wave that “Korean pop culture has borrowed the best of Western popular culture and recreated it according to Korean tastes.” Korean culture has integrated with Western elements while adhering to Korean traditional values. Korean culture entices audiences by combining the image of Westernized modernity with some Asian sentimentality. This fusion is at the base of the Hallyu. Korea took advanced foreign cultures, mingled them with its own, and produced an advanced culture all its own. With globalization, the cultural exchange became a two-way street, allowing Hallyu to spread out. In addition, Hallyu makes use of localization. Korean entertainment agencies would cooperate with foreign local agencies and record companies to minimize the risk and uncertainty for entering foreign markets. For instance, when entering the Japanese market, they formed partnerships with influential companies such as Universal Japan and Avex. The overall concept was created in Korea and promotion and distribution plans were adjusted by the Japanese partners to match up the local market. In order to overcome cultural barriers, localized versions of albums are released and local tastes and culture would be added in the lyrics, music videos. For example, to enter China market, they recording K-pop songs in the Chinese, singing local Chinese song in China concert, establishing Chinese unit team and selling their famous Korean variety shows copyright to Chinese TV station for the Chinese version. Take Korean singer IU as an example she recently sang a Cantonese song in her Hong Kong concert which had drawn public’s attention. The localization strategy helps Hallyu to enter foreign markets