Beyond Entertainment: Hallyu's Multifaceted Contribution to South Korean Soft Power

Abstract

This research delves into the evolution of South Korea’s international influence, particularly through the lens of its soft power, driven by its popular culture, known as hallyu or the Korean Wave. The research starts with the conceptualization of Joseph Nye’s concept of soft power, which emphasizes persuasion over coercion in global relations and serves as a foundational framework. The study scrutinizes South Korea’s adept utilization of its cultural assets, including K-pop and Korean dramas, as instruments of influence in the globalized landscape, highlighting the country’s position as a middle power. The research underscores the multifaceted dimensions of South Korea’s soft power strategy, exploring how the government collaborates with transnational corporations to formulate policies and strategic initiatives. Additionally, it traces South Korea’s evolution of cultural domestic policies highlighting their success that has bolstered the country’s position in a global standing. In this comparative research, we assess South Korea’s soft power strategies by examining two prominent case studies: the global phenomenon of the pop boy band BTS and their partnership with UNICEF, as well as the popular television drama Crash Landing on You, which portrays inter-Korean relations. These case studies illuminate the adaptability of South Korea’s soft power approach in a global context. In summary, this research comprehensively examines South Korea'’ ascent in the global arena through its popular culture and soft power strategies. It emphasizes the transformative role of cultural assets in shaping South Korea’s global identity and influencing international perceptions.