Socio-Economic Factors for the Spread of Hallyu in Kazakhstan

This research reviewed various factors affecting the popularity of Hallyu in Kazakhstan. In so doing, the research focused on the economic and socio-cultural factors, such as "business Hallyu," ethnic Korean culture, and cultural proximity. In addition to the macro-level analysis, we conducted a micro-level FGD analysis to review how individual Kazakhs understood Hallyu and propose the influence of Hallyu. Economic interdependence between the two countries and the brand value of Korean products would make a favorable atmosphere for Korean dramas and movies. The experiences with ethnic Korean food culture make Kazakhs feel friendly toward Korean pop culture, and thus Korean pop culture was able to take root easily in Kazakhstan. The cultural proximity between the Muslim culture in Kazakhstan and the values expressed in Korean drama enhanced the familiarity and sympathy with Korean cultural products among Kazakhstani consumers. The individual FGD results support the socio-economic influences on the success of Hallyu in Kazakhstan. However, Kazakh TV companies are now prohibiting broadcasting of Korean dramas to protect their own programs. Thus, in order to obtain sustainable Hallyu development in Kazakhstan, more collaboration with Kazakhstan broadcasting companies and an expansion in the scope of cultural exchanges is required.