Pop Power

Elaine Hang

Professor Shirk

International Relations

5 October 2015

Pop Power

In the 21st century, culture is power...Together with the Korean people we will foster a new cultural renaissance or a culture that transcends ethnicity and languages, overcomes ideologies and customs, contributes to the peaceful development of humanity, and is connected by the ability to share happiness.

— South Korean president Park Geun-hye

The South Korean government uses Hallyu as an instrument to expand its ability to influence other states through appeal and attraction, i.e. expands its soft power. Hallyu, or the Korean Wave, refers to the increase in popularity of South Korean culture since the late 1990s. However, it has really skyrocketed into mainstream media since the music video for Gangnam Style by Psy went viral. The attention and popularity it has garnered among young people and international markets allows the enhance the nation’s attractiveness thus helping its government achieve its goals.

From the shadow of the accomplishments of China and Japan, South Korea emerges as a rising cultural and economic powerhouse in the world. The study of the Korean language around the world is surging. The hi-tech manufacturing industry (e.g. Samsung, Hyundai, and LG) is renowned. The entertainment industry is booming. The increase in South Korean exports signifies the positive reception from its international community. The South Korean government’s investment in Hallyu also induces more Foreign Direct Investments and attracts many tourists. Gone are the days when South Korea is known as a war-torn, impoverish country. Now it is praised for its advanced technology and academic excellence, as President Obama has cited. It has produced some of the most influential people in international politics: UN Secretary General Ban Ki-moon, South Korean President Park Geun-hye, and former-President of the World Bank Jim Yong Kim (born in South Korea).

South Korea’s positive image as a trendsetter for modern East and West cultures allows the nation to foster more regional cooperation. Take the bolstering trade between China and South Korea for example. Korean cultural exports, especially media content, have “modern Western style” mixed with “conservative Asian values” in them. The blend of East and West coupled with cultural similarities make for an alluring product that Chinese consumers find appealing. Moreover, China respects South Korea’s economy and political system, despite it’s similarities to the United States. So much so, that the Chinese government and the Korean government work together to tackle issues concerning historical animosities, regional trade, and relationships with the United States.

South Korea also uses Hallyu to assert its role as a representative of democracy. South Korea’s positive image among other nations allows the government to hold more influence over decisions concerning trade and negotiations with North Korea. Being seen as a Westernized and modernized nation helps South Korea gain sympathy and support from other democracies.

On the other hand, South Korea’s soft power over the relations between the Koreas can be a tool for improving its relationship with its northern neighbor/rival, North Korea. However, as shown with China-South Korea relations, historic tensions and divisions between the citizens can be reduced through cultural exchange. According to the DailyNK, Korean dramas and reality (variety) shows are popular in the North, despite bans on most media content. The pop culture of the South serves as a looking glass to modern and Western culture. Many Northern citizens consume the contraband media for entertainment and information as an act of escapism and rebellion against the communist doctrine, illustrating the possibility of Hallyu as a cultural and political force.

Hallyu reaps considerable soft power for South Korea. Because the nation exudes an alluring brand that is considered appealing by many countries (e.g. United States, China, and even North Korea), South Korea some leverage on the international stage. As its popular culture spreads, South Korea raises its status as a democracy, leading economy, and trendsetter. Though the full effects of this soft power have yet to be seen, the positive reception of South Korean culture signifies a victory for South Korean foreign policy.