Korean Wave in the Middle East: Korean Wave and Diaspora from a Transnational Perspective Focusing on the Case of Saudi Arabia

The Korean diaspora, also known as overseas Koreans, have a strong national identity and the potential to promote the national brand called Korea worldwide, holding a significant position in the global market. They play a crucial role in shaping the future competitiveness related to Korea’s culture. However, there has been a lack of comprehensive research and discussion on the diaspora, including government-level support and utilization of the diaspora. Specifically, there is a dearth of information on the Korean diaspora in the Middle East and its impact on the rapidly emerging Korean Wave in the region. This study is of great significance in filling a gap in research by examining the current status of the Korean diaspora in the Middle East and discussing the Korean Wave phenomenon from a transnational perspective. Pursuing global and local strategies simultaneously is essential in today’s interconnected world. In other words, it is necessary to consider cost reduction and local preferences. With the emergence of the second boom in the Middle East, this largely untapped market has become increasingly important for Korea. Therefore, it is vital to employ a transnational strategy that combines two approaches at a high level: a global strategy (cost reduction through standardized products) and a multinational strategy (local customization strategy) to ensure sustainability. Through this, the study aims to provide insight into the strategic implications of the Middle East region, the Korean Wave, and the sustainability of the Korean Wave from both a business and sociocultural perspective.