- Volume 20 Issue 3
It is recognized universally that international cultural exchanges have the potential to weaken ethnic rivalries and conflicts and promote cultural diversity rather than commercial interests. However, there are often cases in which these exchanges are transformed into private businesses with a great success in markets due to changes in cultural consumption patterns. This research aims to analyze the performance of international cultural exchanges and to develop a policy model that can guide the overseas market performance for Korean traditional performing arts. This study analyzes domestic and foreign cases for comparison. The domestic case is drawn from the research report published by Korea Arts Management Service and the foreign case is Ireland's Riverdance. The results of this study indicate that the policy political model in which a traditional culture may be translated globally with innovative performing activities has the potential to raise market performance overseas.