Phenomenon of Hallyu: An Outside Perspective - Kazakhstani Viewpoint

Nowadays so-called Korean wave has already occupied its own niche in the world pop culture. The Korean wave is a striking example of how to create successful image of the country by means of such form of the political rule as Soft Power. Using Soft Power policy, South Korea actively extends its national culture. So, the attractive image of the country provides the opportunity of economic recovery, growth of its influence on the world politics, and other ways of achieving its own goals without violence. The purpose of the paper is to provide analysis of specific features and system of the Korean wave . We have made an attempt to understand how South Korea achieved success in launching its national identity.