• Journal of Korea Entertainment Industry Association
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• v.13 no.2
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• pp.27-36
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• 2019

Today, the Korean wave headed by K-pop is newly named as 'New Korean Wave' in that it has been extended to United States, Europe and Russia. K-POP, the main player of the new Korean wave, has been successful in SNS marketing channels. Furthermore, the content of K-pop has attracted the attention of the global audience. The media and public attention on the Korean Wave is meaningful because it is not merely a cultural export. It also makes Korean people feel national pride, seeing the mental influence of its culture on other regions. Moreover, the development of the cultural industry in our society, which is different from industrial or material development, is a proof that Korean society is at the center of globalization. Until the 20th century, Korean culture had been rather receptive than dominant. In other words, it was focused more on acceptance of other cultures than active creation or outflow of its own. Now, however, K-POP is not anymore copying Western culture. It is creating its own unique characters, which makes K-pop very competitive. Korean culture has been formed for a long time in Korea's unique historical background. Korean popular culture also has to establish a solid foothold in world markets through its distinctive and traditional feature. The positive consumer response to Korean pop culture will create the added value of Korean contents and their derivatives, which will heighten Korea's national image also. In other words, if traditional art and K-POP are converged and equipped with our own unique and highly artistic culture, they will take the lead in the global cultural art market. In this study, we will recognize the possibility, growth and development of K-pop culture and analyze the cases of combining K-pop and Korean traditional art. First, we have to blend traditional art and other various genres to create diverse contents, and we have to actively utilize media channels. Second, we must improve people's awareness of the copyrights of traditional art. Also, we have to mitigate the copyrights of creative dance to expand the disclosure of contents which can be utilized. Third, we have to learn about traditional arts from younger age. Fourth, we will expand traditional arts to the whole of Korean cultural policies, which can enhance the nation's cultural value and create economic benefits. These four are expected to be effective ways to preserve the identity of traditional art and at the same time, globalize Korean culture.

• International journal of advanced smart convergence
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• v.8 no.1
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• pp.204-213
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• 2019

Perhaps nothing more vividly illustrates the many different ways in which traditions can be interpreted than a study of the life of Confucius in modern times. In China and Korea, Confucian values and culture are dismissed and scorned during some periods and held up as facilitators of cultural prosperity in others. This changing perception of and attitude toward the Confucian tradition in modern society embodies the long life of the Confucian tradition and its continually evolving trajectory, as well as its versatility within shifting sociopolitical milieux spanning distance and time. In this paper, I investigate the (re)emergence of Confucius in modern Korea and China with a comparative and critical gaze. I demonstrate how different modern interpretations of Confucius, both negative and positive, in these two countries bring new life to the Confucian tradition within their own complex social realities. By focusing on the recent revival of Confucius in China-Anti-tradition of Korean dramas, the Restoration of Confucian Culture in China and Korean Wave, the modernity of China in Confucius are examined, and finally, in terms of the means of realization of the Chinese dream-I illuminate how the image of Confucius serves the (re-)invention of contemporary China, with her pervasive desire to romanticize and materialize China's past as well as her future.

• The Journal of the Korea Contents Association
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• v.13 no.4
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• pp.155-169
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• 2013

This research aims to consider the participatory behaviors and the relationship building of the Hong Kong Korean Wave fans on YouTube and to explores the effect of the behaviors in order to spread the Korean Wave. Furthermore, this research seek ways of developing the Korean Wave contents based on fan participation on YouTube. The research conducted both Focus Group Interview and three rounds of email interviews with the Korean Wave fans in Hong Kong. They actively participated in expressing themselves, replying to other comments, and providing video contents as a fan. Also, the fans delivered the YouTube video contents to other Social Network Services(SNS), including facebook, and online fan pages in order to build ties with friends and other the Korean Wave global fans in daily lives. Their YouTube participation contributes to creating two-way communication between the Korean Wave and its global fans by spreading and re-creating the Korean Wave contents.

• Review of Culture and Economy
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• v.20 no.1
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• pp.81-104
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• 2017

This study aims to examine the transformation of the heroic narrative in the successful Korean Wave drama. In this study, TV drama "Descendants of the Sun" which gained tremendous popularity at home and abroad was considered to be an example of the heroic narrative model proposed by Vogler. Further, two analysis points were identified as the critical factor of success: modern transformation and global transformation. Modern transformation is about distinct characteristics of Korea, found in three primary factors of the work: the setting up of a character, the development of events and the background set-up. Global transformation features universal value to attract foreign viewers by lowering cultural discount. In "Descendants of the Sun", humanism is considered to broaden the horizon of the work by affecting above three factors. In conclusion, It is the proper combination of these dual transformations that globalize Korean drama. In this regard, this study will be a meaningful attempt to shed light on the storytelling strategy of Korean dramas in terms of the heroic narrative.

• Journal of Fashion Business
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• v.22 no.4
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• pp.59-75
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• 2018

The purpose of this study was to investigate the relations and differences in Korean national image, Korean wave (Hanryu) interest, and Korean beauty service satisfaction of Korean, Chinese, and Vietnamese living in Korea and to lay the foundations for the export of various contents, especially beauty services, through the enhancement of Korea's national image. The present study was conducted from $10^{th}$ June to $10^{th}$ August 2017, by presenting 523 questionnaires to Koreans living in Seoul and another metropolitan area, and to Chinese and Vietnamese students studying in different Korean language Institutes in Seoul and other areas' universities. The basic questionnaire items were analyzed based on frequency analysis. The data on the national image, Korean wave interest, and Korean beauty service satisfaction were reduced by the factor analysis. The effects of each items were analyzed by regression. The differences in three factors were analyzed by ANOVA, and the differences were calculated by mean values. Consequently, it was observed that three factors are mutually affected each other. Therefore, it is necessary to establish a synergetic relationship between the individual factors. In addition, the individual items exhibited higher mean value in Vietnam, China, and Korea in a descending order. This indicates that Koreans are more likely to de-evaluate their cultures than others. Therefore, Koreans should be aware of the excellence of their culture and try to spread Korean culture and technology to the rest of the world with pride.

• The Journal of the Korea Contents Association
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• v.16 no.10
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• pp.454-466
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• 2016

The Korean wave refers to the spread of Korean popular culture from China to all over the world. The Korean wave has been improving the national image and creating a new brand value for Korea as a symbolic soft power. Its spread has been operating as a kind of energy that is fueling national competition. The Korean wave creates a new type of tour and increases tourists' intention to visit special places revealed indirectly through mass media. People can vary highly in terms of awareness, attitude and behavioral pattern according to the degree of care for and interest in something. This is called involvement. Three hypotheses were established to study the effect of the Korean wave in terms of involvement. First of all, it confirms whether the Korean wave involvement affects national image and image as a tourist destination. Second, it confirms whether national image affects Korea's image as a tourist destination. Third, it confirms whether the Korean wave involvement affects intention to visit Korea. The certification results of these hypotheses confirm that the Korean wave affects national image, Korea's image as a tourist destination, and intention to visit Korea. The national image also partly affects its image as a tourist destination.

• East Asian Journal of Business Economics (EAJBE)
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• v.6 no.4
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• pp.25-34
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• 2018

Purpose - The purpose of this study is to investigate the effect of Korean Wave on consumer intentions by adjusting the Korean image and image of Korean company to counterbalance the hostility through the control effect of Korean Wave. Research design and methodology - This paper measure individual and national hostility and suggest that the effect of the adjustment of Korean culture satisfaction on corporate image, product image and consumer's purchase intention. Results - This study suggests the subjects to be studied empirically by presenting research themes and models, but it is necessary to verify the model through statistical verification since it is not verified empirically. In addition, it is necessary to further control factors and identification of anti-marginal or anti-marginal products. Conclusions - This study suggests research topics that investigate how hostility affects Korean Wave in consideration of the current special situation, while conventional researches mainly focus on ethnocentrism and patriotism. In this way, this study suggests research direction that helps to enhance corporate image and product image by eliminating hostility and actively utilizing Korean Wave. The Proposal will be helpful to provide a frame for empirical analysis in future and to develop strategic means to further utilize it in international marketing.

• The Journal of the Korea Contents Association
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• v.17 no.8
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• pp.312-324
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• 2017

This study examined how German newspapers and magazines report Korean mass culture, specifically what content on Hallyu (Korean wave) was present and what news frames were used. External characteristics, the content attributes, report trend, and news frames on Hallyu in the German media were analyzed. According to the results, German media from 2009 to 2014 reported the least about Korean wave with only a total of 78 articles. The greatest amount of articles occurred in 2012 when by PSY was a global success. The most common Korean wave articles focused on film and K-pop, but not drama. Hallyu news showed mostly a positive trend. Additionally, a thematic frame was used. Content revealed that a culturally interesting frame was most common. In order to improve the Korea image in Germany, it is proposed that 'the mediated Culture PR' be adapted to German media.

• The Journal of the Convergence on Culture Technology
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• v.8 no.3
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• pp.367-375
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• 2022

Given the growing changes in media environment and cultural consumption, globally popular contents of Korean Wave(Hallyu) has also been transformed in its forms and genres. Moreover, extant research on Hallyu has focused on any single respective genre, mostly on East-Asian countries, or studied from Korea-centered perspective. This study examined the social capital effect of Korean Wave in users' own counties, especially in non-English European societies. Survey analysis results reveal that both narrative and non-narrative contents in Hallyu had negative impact on social trust and trust toward people of their own country, whereas positive effect on trust toward Koreans. In contrast, K-pop Hallyu showed positive effect on all types of social trust toward their own country and Koreans, as well as on social participation and bridging/bonding social networks.

• International Journal of Costume and Fashion
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• v.8 no.1
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• pp.75-84
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• 2008

This paper starts with the assumption that in order for hanbok to be made known to the world as a cultural code representing Korean beauty, it must first be made familiar among Koreans with opportunities for widespread use of hanbok in a way which forms an understanding with the fashion sense of young generations, and that wearing hanbok must be promoted. We observe the contents and problems of past hanbok festivals and provide methods to promote the wearing of hanbok among the population, creating an occasion for mingling with various cultures in hanbok events which may be experienced by the general population, and developing hanbok as a tourist item and promoting the hanbok industry through standardized hanbok festivals. Globalization of hanbok most occur through a combination of related academic fields, division of roles in fields of expertise, and a scientific understanding of hanbok. The re-creating of traditional hanbok will allow for affirmation of Korean image, a rediscovery of the value of Korean culture, and the establishment of cultural identity. The development of such global designs will form a foundation for hallyu wave culture within popular culture.