한류의 지속가능성과 한류문화콘텐츠의 성공과정에 대한 탐색적 고찰

An Exploratory Study on the Sustainability of Korean Wave and Successful Process of Korean Cultural Wave Contents: A case of PSY’s GangNam Style

The Korean Wave plays an important role in terms of improving the image, and boosting the loyalty of Tourists to visit the country nowadays. However, it has been suggested that the Korean Wave is a temporary trend, based on star-marketing, an overvaluation of Korean soap operas, and K-POP as a specific pop culture music phenomenon. With concern that the Korean Wave has met its limit in creative and interesting content, many are looking elsewhere for the sustainability of its growth. As such, there is a real need to overemphasize significance of cultural contents such as K-pop icon, Psy‘s ‘GangNam Style’ at this point of time. This study looks into the significance of the cultural contents of the song ‘GangNam Style’. Causality analysis of the song’s success factors and multipurpose application of cultural contents, ‘One Source Multi Use’, are used in analysis. Results show that the successful factors of the song ‘GangNam Style’ were represented by the significance of original source. The research also shows that PSY’s success started with social media and crowdsourcing. Specially, it the importance of original source in order to expand secondary industry, is the strength of the SNS generation.