Korean policymakers are discussing the “Korean Wave 3.0.” The Korean Wave, or hallyu in Korean, means the export of Korean entertainment and other culture. The “Version 1.0” of the wave was the success of TV dramas and movies starting about 10 years ago. And “Version 2.0” is what’s been happening with K-pop music over the last year or so.
Korea announced plans to promote Korean traditional culture on Monday. “K-drama started hallyu in 1995 and K-pop has been continuing its popularity since the mid-2000s. The recognition of Korean traditional culture, literature or other related sectors, however, is low. It is time to diversify the trend and make it sustainable,” said Culture Minister.
Leaflets flown in by North Korea used to be spotted in Seoul until the late 1970s. They were full of unsophisticated propaganda about how happily the people lived under the leadership of their “Great Leader” Kim Il-sung.
Since Korea’s success began as an entertainment exporter in the late 1990s, its music, television dramas, movies and video games have become popular among young people across Asia, a phenomenon often known as “Hallyu” or the Korean Wave.
Hallyu, or the Korean Wave phenomenon, has helped put South Korea on the map as a modern Asian nation with much to offer culturally. But has it brought economic gains to the nation?
An international phenomenon, hallyu is driving Seoul’s nascent but growing influence across Asia. South Korean popular culture rose from relative obscurity in the late 1990s when, after decades of draconian internal censorship came to an end in the 1980s, its television dramas began to be broadcast widely in China, Japan and South-East Asia.