Understanding strategies for developing korean culture through the case of the hallyu korean wave tìm hiểu chiến lược phát triển văn hóa hàn quốc qua làn sóng hàn quốc hallyu
Research objective and questions
Korea, recognized as one of the four "Asian economic dragons," showcases remarkable economic dynamism, vibrant tourism, and a rich cultural heritage steeped in oriental identity developed over millennia Its diverse cultural landscape encompasses various genres of movies and music, literary and artistic expressions, a wide array of culinary delights, historic sites, and renowned attractions, all contributing to Korea's enduring cultural richness.
Korean culture, while historically influenced by Chinese traditions, has maintained its unique identity The Asian economic crisis of 1998 posed significant challenges for Korea, including a currency crash and a decline in investor confidence However, this adversity also sparked a cultural renaissance known as the Korean Wave, which not only helped Korea navigate the economic turmoil but also had a profound global impact, ultimately contributing to the country's economic recovery.
The Korean Wave, known as Hallyu, has significantly impacted global culture, quietly yet effectively spreading its influence across continents Its reach extends from Asia to Europe, Africa, and America, with the strongest presence in Asia, particularly in China, Japan, and Vietnam This cultural phenomenon has not only captivated audiences but also elevated South Korea's image and status on the world stage.
The Hallyu wave, characterized by its rich diversity in music, fashion, film, television, and food, has significantly impacted global culture, particularly in Asia Korean cultural products, promoted through soft power and cultural diplomacy, have gained widespread acceptance in international markets This phenomenon has not only generated substantial profits for the Korean government but has also become a vital tool for economic growth and cultural influence.
The Korean Wave, or Hallyu, has gained significant global traction, prompting questions about its widespread acceptance and influence This phenomenon raises inquiries into the strategies employed by the Korean government to enhance Hallyu's development and elevate its international image Understanding these tactics can provide valuable insights for fostering a similar cultural wave in Vietnam.
"Understanding strategies for developing Korean culture through the case of the Hallyu - Korean Wave" as the topic of my graduation thesis.
Research situation
The Korean Wave, or Hallyu, has gained significant popularity in Korea over the past decade, leading to a wealth of data and information from various sources Research on Hallyu in Vietnam can be categorized into two main groups: studies conducted by Vietnamese researchers and those by foreign scholars Notable Korean researchers include Kim Jong Ok (2005), Park Gi Ok (2005), and Kim Young Chan (2008) In contrast, prominent Vietnamese researchers in this field include Pham Thanh Thuy (2010) and Le Thu Trang.
The Korean Wave significantly influences the consumption culture of Vietnamese youth, as highlighted in various articles such as "The impact of the Korean Wave on the consumption culture of Vietnamese youth" by Phan Thi Oanh (2013) and "The Three-way Intersection - Status and Existence of Korea" by Kim Myeong Hee (2012) This phenomenon showcases Korea's cultural dominance and economic power, which extends globally, including its profound impact on Vietnam's contemporary culture.
In the course of our investigation, we found that there were several studies and articles related to Hallyu For example, in his graduation thesis: A few strokes on "Hallyu" (2006),
Le Thi Thuy Hang discusses the Korean Wave, known as Hallyu, highlighting its characteristics across various countries The paper examines the causes and effects of Hallyu, particularly focusing on its impact in Vietnam.
1 Cao Thi Hai Bac, Tran Thi Huong, 2015, “Ảnh hưởng của Hàn Lưu Việt Nam: Nhìn từ góc độ liên ngành
In her 2008 graduation thesis, Bui Thi Thuy Linh explores the influence of Korean cinema on Vietnam, emphasizing the nation's collective effort to enhance its global image while maintaining a strong cultural identity She concludes with valuable lessons for Vietnamese cinema Additionally, Master Cao Thi Hai Bac and Tran Thi Huong have conducted extensive research on Hallyu, including studies on its impact on Vietnamese cultural life, perceptions of Korean language majors, and the lifestyle of Vietnamese adolescents.
Scope of research
Since the introduction of Korean culture to Vietnam in 1997, awareness of Korea has significantly increased among the Vietnamese population By 2000, Korean dramas gained immense popularity, particularly among housewives and youth Today, the Korean Wave is synonymous with movies, dramas, and music, reflecting the influence of this cultural phenomenon Given Vietnam's youthful demographic, we focus on young people, especially students in Hanoi, as the subjects of our survey.
The thesis investigates the origins, methods, and motivations behind the rise of Hallyu in Vietnam, emphasizing its impact from 2000 to the present—a period marked by significant growth and popularity of Hallyu in the country Additionally, it draws valuable lessons for Vietnam from this cultural phenomenon.
2 Bui Thi Thuy Linh, 2008, The Impact of Korean Cinema on Vietnam and the Lessons of Experience for
3 Cao Thi Hai Bac, 2020, The influence of Hallyu on awareness and lifestyle of Vietnamese adolescents
The thesis also systematizes and categorizes waves of culture, art, life fashion, lifestyle, cuisine, customs, psychology, and emotions that Hallyu has influenced to young Vietnamese today
In addition, the paper explores the psychology and tendency of Vietnamese youth to accept Hallyu, as well as the consequences, effects, and positive and negative aspects of it.
Research Methods
Methods of comparation
This article explores a comparative analysis of cultural development strategies, focusing on the influence of Korea on its own culture and the impact of Hallyu on Vietnam It examines how Korea's cultural strategies can inform and shape Vietnam's own cultural development approach.
OVERVIEW OF THE KOREAN WAVE
Hallyu’s definition
The Korean Wave, known as Hanryu (한류) in Korean, signifies the global popularity of Korean culture The term combines "han" (한), meaning "Korean," and "Ryu" (류), which translates to "flow."
The term "Hallyu," meaning "Korean Wave," encompasses the global spread of Korean culture, including dramas, music, and food Initially coined in the mid-1990s to describe the popularity of Korean dramas in China and Taiwan, the term gained traction through articles like the one published by Beijing Youth Newspaper While internationally it refers broadly to Korean cultural exports, in Korea, "Hallyu" specifically denotes the success of Korean films, actors, and music groups abroad This phenomenon has particularly thrived in regions such as Japan, Mongolia, Greater China, and Southeast Asia Notably, the new wave of Hallyu, driven by K-pop, is now consumed globally in real-time, largely due to the influence of social media platforms like YouTube, which facilitate the rapid dissemination of Korean culture worldwide.
The Korean Wave, known as Hallyu, encompasses the worldwide appreciation of diverse elements of Korean culture, such as films, dramas, K-Pop, gaming, webtoons, the Korean language, and cuisine American political scientist Joseph Nye describes the Korean Wave as the growing popularity of various aspects, including fashion, movies, music, and food.
The process of formation and existence of Hallyu in Korea
2.1 1990s: The rise of popular culture a Initial development
President Roh Taewoo's "Democracy Declaration of June 29" marked the beginning of democracy in Korea, leading to increased public interest in popular culture This shift has significantly boosted the activation of commercial broadcasting, along with the growth of cable and satellite television.
TV channels have been opened, bringing the development of the broadcasting environment
The Korean Wave, known as Hallyu, has attracted significant investment from large corporations, enhancing the cultural industry This influx of capital has led to various improvements in the quality of cultural content As a result, numerous professional entertainment companies, including SM Entertainment, which focuses on idol training, have been established to meet the growing demand in this vibrant sector.
The establishment of diplomatic relations between Korea and China in 1992 significantly facilitated the entry of Korean popular culture into the Chinese market This development allowed several Korean dramas to be broadcast in China, where they quickly gained immense popularity among viewers, laying the groundwork for the Korean Wave in the country Notably, on November 19, 1999, the Beijing Youth Daily highlighted this cultural phenomenon in an article.
Chinese audiences have shown a strong enthusiasm for Korean dramas and K-pop songs, highlighting the significant impact of the Korean Wave in China Additionally, Korean films have played a crucial role in establishing the foundation for the Hallyu wave.
The first Korean drama "Jealousy" released on China's Central Television (CCTV) in
The year 1993 marked a pivotal moment in the evolution of Korean culture, setting the stage for its global influence The 1997 film "What Is Love All About" followed the success of "Jealousy," significantly boosting the appeal of Korean cinema among Chinese audiences This surge in popularity was further exemplified by the film "Kimchi Land," which played a crucial role in establishing the Korean Wave as a dominant force in the international entertainment industry.
Korea made a significant impact in the film industry with the 1999 movie "Shiri," which achieved box office success across Southeast Asia This film is recognized as a key contributor to the Korean Wave in the region, showcasing Korea's cultural influence Additionally, it marks the beginning of Korea's prominence in the music scene.
The rise of Korean dramas significantly impacted China, coinciding with the emergence of SM Entertainment's boy band H.O.T in 1996 This five-member group set a new standard for boy bands, establishing a lasting influence that paved the way for future acts H.O.T was the first group to showcase the global reach of Korean music, contributing to the explosive growth of K-pop over the past two decades.
The group's performance in Beijing in 2000 officially sparked a full-fledged Korean Wave in China H.O.T is the first Korean star to have a fan club in China with more than
8 million members H.O.T is also the first group to create various concepts for the Korean Wave, such as fandom culture, fandom concept, fan meeting, etc
In 1998, H.O.T won the MTV U.S award for "Best International Video" for their hit "Line Up." Despite disbanding in 2001, their significant contributions to Korean music solidified their status as K-pop legends.
2.2 2000 -2010: Hallyu wave spread throughout Asia
The Korean Wave has gained significant momentum, achieving success in various markets including China, Taiwan, Japan, and Hong Kong, and has now expanded into Southeast Asia This phenomenon highlights the impactful influence of Korean cinema.
The "Korean Wave" began in 1999-2000, captivating young audiences who were disenchanted with the socio-psychological films and political themes from Hong Kong, Taiwan, and Singapore Korea introduced films featuring relatable content, appealing actors, and engaging soundtracks, which resonated deeply with viewers By 2002, this era marked the rise of "Korean Drama Fever" across Asia, fueled by the success of popular dramas that sparked significant cultural interest and contributed to Korea's global prominence.
"Winter Sonata" (겨울연가), first aired in Korea in January 2002, quickly spread to Taiwan, Hong Kong, Singapore, and Japan, igniting the "Korean drama craze" across Asia In Japan, it achieved an impressive average viewership rate of nearly 14% during prime time, significantly outperforming other dramas, with the final episode surpassing 20% This series marked the beginning of the Hallyu wave in Japan and significantly boosted Korea's tourism industry, attracting numerous visitors to the filming locations featured in the drama.
The historical drama "Dae Janggeum" (대장금) which aired in Korea from 2003 to
In 2004, the film was sold to 91 countries, including Japan, China, Hong Kong, and various Middle Eastern nations, significantly contributing to the global expansion of the Hallyu wave This film played a pivotal role in broadening interest in Korean culture across diverse fields such as food, fashion, and medicine Following its success, other Korean dramas like "Happy Home" (풀하우스) emerged, further enhancing the global appeal of Korean entertainment.
"Stairway to Heaven" (천국의 계단) has been released in several countries, including China, Hong Kong, Japan, Singapore, Thailand, and the Philippines, contributing to the ongoing popularity of the Korean Wave.
The 2001 film "Sassy Girl" (엽기적인 그녀), directed by Kwak Jaeyong, marked a significant breakthrough for Korean cinema, achieving remarkable box office success across East Asia Its DVD release garnered a substantial following in Southeast Asia and South Asia The film's popularity has led to numerous remakes globally, including adaptations in Hollywood and various Asian countries, as well as transformations into TV series and films.
Winter Sonata (2002) Dae Janggeum (2003) b The Golden Age of Korean Music
Korean pop music, or K-pop, has played a significant role in the rise of the Korean Wave culture, particularly alongside the evolution of the film industry A pivotal moment in this movement was marked by the singer BoA, who became the first female artist to release an album in Japan.
KOREA'S CULTURAL DEVELOPMENT STRATEGIES
Hallyu wave and the power of media marketing and social media
Korea's "cultural export" campaign is significantly bolstered by its extensive media network, which plays a crucial role in promoting Korean culture The government's strategic use of media effectively amplifies the reach and impact of Korean cultural elements, showcasing their rapid dissemination and influence worldwide.
Korea's telecommunications industry is highly advanced, positioning the country as one of the first in Asia to establish a successful media economy This sector, driven by media conglomerates, has transformed Korean media into a vital economic force, catering not only to public needs but also significantly contributing to the overall economy.
Korea's television landscape features numerous private broadcasting stations, including SBS, MBC, CBS, KTV, and Arirang, alongside the national broadcaster KBS Unlike radio, there is no financial or rights distinction between private and national broadcasters Although KBS receives a minimal annual government fund, it generates the majority of its revenue from other sources, with 37.8 percent coming from paid broadcasting channels, 47.6 percent from advertising, and 10 percent from broadcasting copyrights, cultural programs, and government support.
Due to a lack of government incentives, major TV channels KBS, MBC, and SBS engage in intense competition These channels typically do not source information from one another, ensuring unique content.
"trump cards", in addition to a huge investment, must also arrange screening times to avoid
The three major players in the industry seized the chance to enhance their brand visibility, leading to the prominent use of Anycall (Samsung) phones in Korean films This well-known Korean brand has invested significantly to secure exclusive appearances with movie stars, yielding substantial returns Such strategic placements represent one of the most effective forms of advertising.
Despite intense competition, TV channels share a common goal of promoting national culture Channels like Arirang and KBS World focus on showcasing a blend of traditional and modern cultural elements, highlighting Korea's rich heritage A key strength of Korean media lies in its effective utilization of traditional cultural features.
Korean television channels, while independent of government management, serve as a vital voice for the nation, effectively promoting Korea to a global audience This role is a significant responsibility undertaken by the Korean media.
Thus, it is undeniable that the influence of the Korean media in promoting the Korean cultural wave to countries It strongly affects the youth and teenagers of those countries.
Cultural development through the entertainment industry
The evolution of media has significantly fueled the growth of the entertainment industry, which in turn serves as a vital source for media content Cultural development policies extend beyond film investments to include music, game shows, and talk shows, fostering the rise of major entertainment companies like SM Entertainment, YG Entertainment, Mnet Media, and JYP Entertainment In addition to film actors, leading singers and groups play a crucial role in showcasing a youthful, dynamic, and modern image of Korea to audiences both regionally and globally.
The advancement of promotional technology has led to the rise of numerous idol singers and actors in the Korean entertainment industry, significantly influencing the "Koreanization" of teenagers globally This trend has even reached China, a country known for its rich traditions, where Korean programs now dominate television airtime, including on major networks like China Central Television (CCTV).
South Korea has emerged as the leading country in terms of broadcasts on Chinese television channels, surpassing major players like the US and Japan This trend is evident across various East Asian and Southeast Asian regions, including Hong Kong, Taiwan, Singapore, Thailand, Malaysia, Indonesia, and Vietnam In these countries, television channels typically feature an average of 3-5 hours of Korean movies and music daily.
Impact of Government Support
President Kim Young-Sam, during his tenure from 1993 to 1998, articulated the Korean Government's perspective on cultural development within the framework of Korea's globalization strategy He stressed the importance of globalizing culture and thought, urging Koreans to rediscover the richness of their traditional culture while integrating it with global influences He advocated for an open and rational mindset to foster a new ethical framework suitable for citizens in a globalized world.
In the past, particularly until the 1990s, many in Korean society were skeptical about the potential of the "cultural industry," believing that economics dictated culture and that cultural endeavors were not profitable or capable of generating material wealth This perspective reflects a traditional view that separates culture from economic factors, underestimating the transformative power of cultural development.
In a pivotal 2009 speech, Korean President Lee Myung-bak emphasized that culture will be the key driver of the economy in the 21st century He advocated for a system that allows everyone, regardless of their location or social class, to engage with culture in their everyday lives Furthermore, he asserted that a truly progressive and developed nation is not defined solely by high income, but by a rich cultural landscape that harmonizes with economic growth.
The Korean government has played a crucial role in the success of Hallyu, although its subsidies, while significant, are relatively small compared to those of other countries and have not been sufficient to account for Hallyu's global appeal Recently, the government has begun to recognize cultural industries as vital contributors to economic growth Historically, much of Korean cultural content was subject to government control and censorship, with K-pop lyrics and artists' attire regulated until the mid-1990s.
10 Ly Xuan Chung (2013), “Korea's policies increase soft power”, Northeast Asian Studies Journal, No 10 (152)
11 Nguyen Van Duong (2009), "Relationship between Vietnam and Korea in the field of culture and education from
From 1992 to the present, the Journal of Northeast Asian Studies highlights a significant moment in South Korean music history when the Public Performance Ethics Committee urged Seo Taiji and Boys to alter the lyrics of their song “Sidae Yugam” (시대유감, “Regret of the Times”) due to its critical stance towards the government The band refused to comply, opting instead to release an instrumental version This defiance garnered substantial public support, ultimately leading to the abolition of the “pre-censorship” system in 1996.
The establishment of specialized organizations like the Korean Culture and Information Service (KOCIS) and the Korea Creative Content Agency (KOCCA) reflects a significant shift in attitude and policy towards supporting South Korea's cultural industries While these organizations are important for the success of the cultural sector, viewing them as the sole factor is an oversimplification.
KOCIS and KOCCA were established in 1971 and 2009, respectively, with KOCIS focusing on promoting Korean culture abroad by leveraging existing cultural assets rather than enhancing cultural competitiveness While KOCCA's contributions are often debated, it's important to note that many Korean cultural contents had already started gaining global traction in the late 1990s The Korean government's investment in internet infrastructure during the Kim Dae-jung administration is frequently cited as a significant factor in the growth of Korean cultural industries However, this infrastructure was primarily aimed at addressing the economic challenges following the 1997 Asian Financial Crisis, rather than specifically supporting Hallyu industries Ironically, the rapid development of internet capabilities also led to the decline of nearly ninety percent of physical cultural goods.
The CD market, along with Korean dramas and films, has been significantly impacted by technological advancements Additionally, Social Network Services (SNS) extend beyond Korea's cultural industries and their audiences, offering a platform for cultural industries worldwide to share and promote their content.
Hallyu's impact on Korea
The experiences of Italy and Japan indicate that a thriving cultural industry does not necessarily correlate with a country's economic success Italy, renowned for its rich cultural heritage, including historical buildings and Renaissance art, has cultivated a global reputation for its competitive products, from musical instruments to fashion Despite this positive cultural image, Italy continues to face ongoing economic challenges This raises the question of whether the influence of Italian culture is restricted to specific products or if other factors play a more significant role in economic performance.
Korea has successfully integrated "culture" into a promising market, demonstrating remarkable influence not only within the region but also on a global scale.
The strategy of "cultural export" has played a crucial role in enhancing economic development Statistics from the Central Bank of Korea indicate that cultural exports have generated significant profits for the country.
In 2011, cultural trade in Korea reached $794 million, marking a 25% increase from $637 million in 2010, the highest level since 1980 Additionally, Korea's cultural trade deficit significantly decreased, with imports of foreign cultural products dropping to $224 million, a 42% reduction from the previous year.
Hallyu significantly influences consumer preferences for Korean products, with celebrities serving as powerful marketing tools, though their presence does not guarantee product success Notably, international brands like Louis Vuitton and McDonald's have engaged Hallyu stars, such as BTS, to enhance their visibility Additionally, the girl group Blackpink showcases dynamic brand partnerships, with members like Jennie, Jisoo, and Rosé representing luxury brands Chanel, Christian Dior, and Tiffany & Co., respectively These collaborations are part of a broader trend, as numerous Korean celebrities have successfully partnered with global brands, often leading to high demand and product sellouts.
“BTS effect”: When value transcends musical boundaries
The Korean Wave encompasses not only movies but also music, fashion, and cosmetics, significantly impacting global markets, particularly in Asia This cultural phenomenon has led to a surge in the fashion, entertainment, and beauty industries across South Korea and various other Asian nations.
The Korean government's "Hallyu" strategy promotes the liberalization of the fashion, cosmetics, music, and entertainment industries, transforming Korea into a major shopping and audiovisual hub across continents The name "Dong De mul" has gained recognition in the Korean and Asian fashion and music sectors.
In just 5 years, the Korean fashion industry has competed strongly and eliminated its Japanese rival
Korea has emerged as a leading force in the cosmetics industry, surpassing Japan, Thailand, and Hong Kong to rank among the top five countries globally Renowned brands like DeBon, E100, Biore, and DuobleRich have gained immense popularity among young Asians and consumers worldwide.
Regarding tourism, due to the influence of Korean films such as "Winter Sonata",
The popularity of "Dae Jang Geum" or "Happy House" is driving a steady increase in tourist visits to Korea Travelers are drawn not only to the iconic filming locations featured in these productions but also to savor the delicious cuisine that has become synonymous with the country Package travel services are now catering to this growing interest, enhancing the overall experience for visitors.
Korean wave tourism, known as "Hallyu tour," offers a diverse and enriching experience for visitors Participants can explore iconic studios, renowned landmarks, and savor delicious dishes featured in popular Korean films.
12 Eun Song Bae, Mae Hyang Chan, Eung Sung Park, Dea Cheol Kim, 2017, The effect of Hallyu on tourism in Korea, https://www.mdpi.com/2199-8531/3/4/22
In the first ten months of 2005, approximately 550,000 tourists visited South Korea's filming locations, primarily from Japan and Taiwan Visitor numbers rose from 2.8 million in 2003 to 3.7 million in 2004, and by 2011, South Korea attracted over 8.8 million foreign visitors, largely due to the popularity of its TV dramas This surge has positioned South Korea as the top destination for Chinese tourists, surpassing Hong Kong and Macau Additionally, the appeal of Korean culture has led to a steady annual increase of about 27% in foreign students since 2001 A 2022 survey revealed that many foreigners are eager to travel to Korea post-COVID-19, with 40% of respondents from 21 countries expressing intentions to visit within the next three years, particularly among younger individuals.
On the 26th, the Ministry of Culture, Sports and Tourism, along with the Korea Tourism Organization (KTO), revealed the findings of a survey conducted in 2021 involving approximately 30,000 individuals aged 15 and older from 21 countries with the highest number of Korean tourists The survey aimed to identify trends and potential demand for Korean tourism in the global market, with the first round taking place from July 16–25 and the second from December 20–31.
A recent survey revealed that 71.7% of respondents have traveled abroad, with 72.8% planning to do so within the next three years Notably, 19.4% have visited Korea, and 47% expressed a desire to travel there in the same timeframe Among those interested in visiting Korea, 58.6% are in their 20s, while 58% are in their 30s, indicating a strong interest from younger travelers Regionally, the highest percentage of Korean tourists comes from Asia and the Middle East, with 80.4% of tourists hailing from the Philippines, followed by Singapore.
Vietnam (over 70 percent), Indonesia, Hong Kong, Malaysia, China, and the United Arab Emirates (over 60 percent) 13
In Korea, culture plays a crucial role in shaping politics, the economy, and society Notably, movie star Bae Yong Joon has been suggested as a potential parliamentarian, while actress Lee Yong Ae was appointed as UNICEF's goodwill ambassador following her role in "Dae Chang Geun." Additionally, actor Jang Dong Gun, alongside a group of Korean football artists, has engaged in a charity tour in Vietnam and globally to enhance the image of Korea These initiatives have significantly contributed to portraying Korea positively both domestically and internationally.
13 Result of Korean tourism demand survey, KBS, http://world.kbs.co.kr/service/contents_view.htm?lang=v&board_seqB1947
THE IMPACT OF HALLYU ON VIETNAM
Hallyu's impact on Vietnam
Vietnam and the Republic of Korea established official diplomatic relations on December 22, 1992, marking the beginning of a strong partnership Since then, both nations have actively worked to enhance their relationship, with leaders frequently visiting each other Today, Vietnam enjoys robust economic cooperation with South Korea, highlighted by the presence of major corporations like Daewoo, LG, Samsung, and Hyundai, which have significantly transformed Vietnam's economic landscape As a result, South Korea has become a well-known and trusted partner for the Vietnamese people.
Hallyu, or the Korean Wave, has gained significant popularity in Vietnam, primarily due to cultural encounters between the two nations Both Vietnamese and Korean cultures share similarities, such as a history of wars, national division, and influences from Confucianism These commonalities contribute to the successful development of Korean TV series and movies in Vietnam.
Vietnam is significantly influenced by Hallyu, the Korean Wave, particularly in the realm of entertainment This cultural phenomenon first made its mark through movies, followed by music and electronic products Korean dramas resonate with Vietnamese audiences as they fulfill various psychological, emotional, and spiritual needs.
Korea is increasingly becoming a significant influence for many young Vietnamese artists, leading to a shift in music styles towards Korean trends Collaborations between Vietnamese musicians, such as Soobin Hoang Son, Thanh Bui, and Duc Phuc, and Korean artists are on the rise Additionally, more Vietnamese artists are traveling to Korea for training, exemplified by groups like LIME and D1Verse In 2020, Ngo Ngoc Hung (HanBin) gained attention during the I-Land music show organized by BTS's company Although he did not debut after the competition, he remains popular among fans, with Vietnamese trainees receiving praise for their dancing skills and appearance, sparking discussions on Korean online platforms.
Vietnamese TV channels frequently showcase popular Korean programs and dramas, often remaking hits like "Descendants of the Sun" and "Family is Number One." However, this trend can have negative effects on local content and cultural representation.
It can be said that the negative influence of Hallyu on Vietnam is the matter of being
Mr Luong Hong Quang, Deputy Director of the Vietnam Institute of Culture and Arts, expressed concerns about the overwhelming influence of Hallyu, particularly among young fans of Korean idols He noted that this cultural wave has led to excessive and deviant behaviors, raising alarms about its negative impact on youth The deep penetration of Hallyu into the idol culture of Vietnamese youth has sparked worries and negative perceptions about its effects.
1.2 Fashion and beauty a Positive effect
In today's digital age, Hallyu has significantly influenced the spiritual lives of Vietnamese youth, with new trends rapidly spreading through social media This cultural wave enriches and diversifies Vietnamese culture, fostering greater creativity among young people Unlike the simpler hairstyles and fashion of 10-20 years ago, today's youth boldly express their individuality through various styles, hair colors, and unique aesthetics, reflecting a shift in societal norms However, this influence also brings potential negative effects that warrant consideration.
What I worry about is that young people do not absorb good things and create their own style, but only imitate the Korean style, gradually losing the identity and style of Vietnam But compared to the current generation, stubbornly imitating Korean artists is no longer as serious as when Hallyu first appeared and exploded in Vietnam Young people today know how to recognize and absorb knowledge suitable for themselves and modern society.
Lessons from experience for Vietnam
The Korean Embassy in Vietnam has actively promoted Korean culture through various initiatives In 2019, it hosted an inter-university festival, allowing Vietnamese students to explore Korean cuisine and traditional games Additionally, the Embassy aims to systematically enhance the visibility of Korean culture and cuisine through events like Korean Culture Day, which attracts hundreds of thousands of participants.
This year, the COVID-19 pandemic hindered the Embassy's ability to organize large events, leading to a focus on social media engagement, particularly on platforms like Facebook The Korean Cultural Center adapted by offering online programs, including culinary classes, K-Beauty tutorials, and introductory clips about Korean literature, making it easier for Vietnamese audiences to access and enjoy Korean culture through the internet.
1.1 The policy of cultural development in general
Korea's cultural development policy plays a crucial role in fostering a modern culture while preserving traditional values through a dynamic "cultural industry" that effectively "exports and imports" cultural elements This approach not only generates economic benefits but also enhances the nation's "soft power." Vietnam can draw valuable lessons from this policy to strengthen its own cultural and economic landscape.
Vietnam can draw valuable lessons from Korea in promoting the establishment of companies and institutions dedicated to cultural activities By identifying and investing in culturally strong sectors, Vietnam can enhance its national identity and effectively compete with the influx of foreign cultures Additionally, producing high-quality cultural products for both domestic and international markets will help secure a strong presence in the global arena.
To enhance the cultural sector, Vietnam should implement stronger protectionist policies alongside socialization of cultural activities This approach should include special incentives for key cultural products, similar to the tax and pricing strategies employed by Korea The goal of protection is not to establish a monopoly, but to foster an environment where cultural units can thrive and effectively contribute to national interests.
To foster the "Vietnamese cultural industry," it is essential to recognize cultural products as unique commodities that require a structured market with active sellers and buyers This includes a wide range of items such as music tapes, films, publications, and fine art Drawing inspiration from Korea, Vietnam should encourage private sector involvement in the production and trading of these cultural goods The government must create policies that not only support but also diversify opportunities for private investment, leveraging all available resources to enhance national culture Currently, Vietnam lacks a defined "cultural industry," highlighting the need for strategic development in this area.
The development of the "Vietnamese cultural industry" is a strategic objective that contributes to the country's "soft power." Achieving this requires a comprehensive and synchronized project that clearly outlines viewpoints, goals, steps, cultural products, and specific mechanisms and policies, particularly in the initial phases.
Establishing independent, non-governmental, and non-profit cultural funds in Vietnam is essential for driving the development of cultural activities in the country.
1.2 The policy of cooperation and export abroad
To develop a robust cultural industry focused on producing high-quality cultural products, Vietnam should draw on Korea's experience in establishing flexible cooperation policies with various international partners while also promoting cultural exports Key steps in this process include adapting strategies to suit specific collaborations and enhancing the global presence of Vietnamese culture.
Korea serves as a model for managing the cultural industry through its specialized agency, the Cultural Industry Bureau under the Ministry of Culture and Tourism This bureau is dedicated to enhancing the competitiveness of the Korean cultural industry in the global market by formulating policies, modernizing infrastructure, and supporting cultural enterprises in international market penetration It also focuses on developing cultural product values and training specialized human resources The bureau comprises functional departments for various fields, including Copyright, cinema, cartoons, videos, the game industry, music technology, cultural technology, and human resource training, along with a unit dedicated to content development for modern media.
Vietnam should consider the cultural management models of other countries, as highlighted by Phan Hong Giang and Bui Hoai Son, to enhance its cultural industry This approach is essential for the development of technology, game character design, animation, and comics, and will support the export of Vietnamese culture internationally.
To effectively implement the policy of cultural cooperation and export, Vietnam must shift from relying on foreign investment and sponsorship to proactively investing its own resources The experience of Korea highlights the importance of changing mindsets—from merely sponsoring culture to making strategic investments in it Allocating funds for cultural activities, particularly those abroad, is a wise investment that yields multifaceted benefits and promotes sustainable development, while also preserving cultural identity in the context of a market economy.
Third, focus on building the image of Vietnam and how to propagate and promote
Vietnam can enhance its international image by learning from Korea's approach to cultural promotion Korea has successfully identified shared preferences within Asian cultural markets while also recognizing the unique cultural attributes of each partner, allowing for tailored policies Currently, Vietnam faces challenges due to the absence of a strategic policy aimed at promoting its cultural image, alongside a need for professional cultural advocates and adequate financial support To effectively promote its culture abroad, Vietnam must also undertake domestic reforms to democratize society, uphold human rights, enforce the rule of law, and combat bureaucracy and corruption.
"clean" environment, a new culture has the conditions to develop, and the improvement of Vietnam's image abroad has a basis for implementation
Fourth, it is necessary to create cultural products for export with the spirit of upholding the value of national identity, unique and attractive, combined with modernizing
15 Le Thanh Binh, 2015, International Cooperation in the field of culture and art in our country –
Literature and Art Magazine No 342 highlights the importance of cultural products in shaping a vibrant image of Vietnam, appealing to foreign investors To effectively promote cultural exports, priority should be given to specific sectors such as cinema, which can enhance Vietnam's image; TV series, which can quickly engage audiences; traditional cuisine, showcasing national heritage; and consumer and fine art goods, which can showcase the talents of the Vietnamese people.
The success of the Korean cultural industry, particularly in cinema, is largely attributed to government regulations that mandate the screening of domestic films for 146 days each year To ensure high-quality entertainment, Korean law requires that commercial films have a minimum production cost of 3 million USD, leading to an average total cost of 9 million USD per film, which includes significant advertising expenses The creative focus of Korean cinema is to produce works that appeal to both local and international audiences, enabling filmmakers to attract domestic viewers while also achieving recognition at international film festivals This approach serves as a valuable lesson for Vietnam in its pursuit of movie export ambitions.