How Long Korean Wave Will Survive?

The late of 1990s became a milestone for South Korea. It suddenly appeared as an ‘icon of Asia’ even shook the world with its art and cultural product and the term of  Korean wave spread around the globe. 

The wave penetrate all continents, included United States that is known as a the hub of entertainment industry in the world. Western media outlets then named South Korea as “Hollywood of the East”.

It has been 23 years Korean wave survived. It’s an admirable achievement. However some analysis’ and surveys arise recently saying that the Korean wave will soon be over in the years to come. Why the issues come up and will it become a reality?


Korean Wave, A Long Story of Hard Work

Korean wave refers to phenomenon of Korean entertainment and popular culture rolling over the world with pop music, TV dramas, and movies since the late 1990’s. Korean wave also known as ‘Hallyu’ in Korea. The term was originally from the China word “Hanliu” means “flow of Korea”.  The term was firstly used by journalists in Beijing to express their surprise seeing the growing acceptance of South Korea pop culture in China.

Korean wave then sweep the world and gain a popularity momentum which is phenomenal from Asia to Latin America, Northeast India, North Africa, Middlea East and western world. The rise of digital technology and online media helps the spread of Korean wave around the world .  

The booming presence and enjoyment of Korean popular culture has transformed into preference for other Korean cultural content such language education, Korean products and lifestyle. The growing interest in Korean culture has  also further triggered a rise in inbound foreign tourists.

 

South Korea Research Institute says that the number of foreign tourists to South Korea increased from 968,000 to 647, 000 in 2004. The increase is due to the growing interest of foreign tourists to visit to South Korea after seeing Korean dramas on television. They wanted to visit the location where the drama took place.

The sales of Hallyu merchandises also contributed greatly to the gross domestic product (GDP) of South Korea, along with  the increasing of electronic products sales and the development of the information of technology. Even a beauty salon in Indonesia introduces the trend of "Korean hair cut and style" and the response was quite good.

South Korea is really enjoying the economic benefit from the Hallyu phenomenon. But the popularity of South Korea achieved today is not something that is obtained instantly. It took decades of hard work for Korea to get a big success and is acknowledged as a very influential country.

Kompas—Indonesia national newspaper—on its report said the Korean government  for almost 20 years sent many artist from various backgrounds to study in the U.S. and Europe through scholarship programs.  The policy produced many experienced and qualified artist. No wonder the popularity of Hallyu begun with Korean drama, and then K-Pop and others Korean pop cultures.

Commented on the success of Korean wave  in the world,  a senior researcher in South Korea, Lee In Ho said that South Korean government should be able to retain the Hallyu as a popular phenomenon outside of Korea. Because Hallyu proven give a great benefit to the people of Korea and its national economy.

Korean Wave will Soon End ?

Many experts give the idea that  Korean-wave will not go away easily, moreover it has succesfully penetrated the market of entertainment industry in the United States. But that opinion is argued by a number of media outlets in South Korea itself.

Korea  Times recently published the article said that Korean wave will not last long as expected. "Six of the ten foreigners believe that the trend of Korean culture in the form of drama, K-pop and movies will decline in the next few years," Korea Times wrote.

Ministry of Sports and Ministry of Culture and Tourism of South Korea also said that the survey revealed 60 percent of 3,600 respondents from nine countries doubt the Hallyu will survive in coming years.

The respondents gave the reason that people are getting bored with the so-so content that is presented by  Korean boybands and girlbands, the dances and sexy outfits. Korean dramas are also often presents a similar story ideas.

Is it true that the Korean wave would soon be finished? Time will tell. Nothing lasts forever anyway. A new trend will reach the tipping point, and there was a time to reach the lowest point.

How Korean wave will survive and for how much longer, it all depends on the stakeholders involved in Korean wave. They indeed has to make more efforts  and be  more creative with a fresh and new ideas.  South Korea has great and qualified human resources, natural resourches, modern technology,  tourist services dan destination that are significant to keep the world rock by the Hallyu. [various sources]