한국영화의 해외시장 진출을 위한 콘텐츠 전략 연구

Study on Korean Films’ Sucess Factor in Overseas Market: Focusing on Hofstede Culture Code

With taking into consideration of the universality of film contents, thisstudy examines the concept of cultural codes as an element of ‘difference’,and how it participated in the success of Korean films. For this purpose,Hofstede 6-Dimension theory was applied to the reports of Korea’s Top50 domestic box office, Korea’s Top 50 foreign box office, andinternational Top 50 worldwide box office from 1999 to 2012. Theresearch concludes that Korean films that saw success overseas were moreprone to recognizing individualism and indulgence compared to Koreanfilms with domestic successes. In comparison, Korean blockbusters wererelying on historical background and social context that is locality andwere hard to be agreed by international audiences. In terms of films thatwere introduced into the East Asian market, melodramas saw muchpopularity, which focuses on relationships and communication that alignswith feminine sensibility. It implies that in Europe and North America,task-oriented characters with individualism would be more successful,while the East Asian markets are more attracted to dramas andrelationships between characters.