Is the Hallyu Truly Global? A Country Branding Perspective

Is the Hallyu Truly Global? A Country Branding Perspective

The export of Korean cultural products has been a success, but this paper will argue, not as yet a global success. While its potential impact on other outputs has been demonstrated, the reality can fall short of what is being implied. This paper takes a country branding perspective to assess both what the Hallyu has achieved and what the implications are for Korea’s cultural industries, Korean manufacturers, and national policy. It concludes that a paradigm shift is required to expand interest in Korean cultural outputs beyond Generation Z and to provide greater synergy for exports beyond the content sector, particularly in countries outside of Asia. Within the Hallyu, greater focus is implied on film, cosmetics, and gaming. Most controversially, the use of existing Korean global brands to enhance brand Korea is suggested as potentially a more cost effective approach than relying upon the content sector in promoting brand Korea. In sum, Hallyu would be more sustainable trend in the future only if it was supported by K-business