Exploring the enigmatic allure of K-content
Annyeonghaseyo. Arraseo. Gwenchana. If any of these words ring a bell, you have been swept by what is called hallyu- a Chinese term which literally translates to “Korean wave”. It refers to the extraordinary growth of Korean pop culture across the world- right from music, movies, drama, to beauty, K-cuisine, gaming, among others, and while this growth may seem spontaneous and unplanned, there have been fertile undercurrents from the early 1990s that built the momentum to this wave.
One of the few countries in the world with a goal to become the biggest exporter of pop culture, South Korea adopted a strategy of exuding soft power- strengthening its diplomatic and political position through non-invasive (read non-military) tools. A deep understanding of the target market, weaponizing young love for pop stars, and strategic marketisation led to the explosive growth of K-pop, with Bangtan Boys (BTS) becoming one of the most successful bands in history.
The international marketisation of K-pop music was deliberate, but an accidental and rather successful byproduct has been the popularity of Korean Dramas. K-Dramas have seen unimaginable success over the last decade, with wide acceptance in Asian markets, and also the West. In India, Korean dramas have seen 370% growth over the course of the pandemic. To global audiences that have been long enamored by the tall skyscrapers of New York City, what makes Seoul so appealing?
Where entertainment offers escapism from the ordinary routine existence, Korean dramas offer a mental and emotional getaway from reality, which explains their pandemic-fuelled success.
K-dramas manage to forge an emotional bond with the viewers, and the gradual development and challenges faced by the characters resonate deeply with the masses, enabling them to share in the same emotional journey. The dramas beautifully portray a society that maintains its rich traditions and moral values while advancing as an economically prosperous and developed nation, something that is deeply relatable to Indian audiences.
Quite like its western counterparts, Korean content has made efforts to appeal to the female viewers through their storytelling and complex character outlines, especially for female leads.
According to the Center for the Study of Women in Television and Film, only 27 percent of all directors, writers, producers, executive producers, editors and photography directors working on U.S. network programs are women. In Korea the number of female screenwriters is closer to 90 percent. With a transformative shift occurring with these writers at the helm, it’s no surprise that the majority of the primetime shows in South Korea pass the Bechdel test. What adds to the appeal of these dramas is the production value; each of them is treated as a collaborative work of art that meticulously attends to even the smallest details. This creates a captivating experience, treating viewers to Korean cuisine, fashion, vibrant street scenes, and breathtaking landscapes that showcase the country's natural beauty.
As people seek diverse representations that embrace intersectionality, Korea has emerged at an opportune moment to fulfill those needs. The ambition is laudable, as only a handful of nations have been able to sell their pop culture to the West. South Korea’s culture -first, economy-second model, coupled with and a visceral advantage over Japan in Asian markets(notably China), has led to them becoming the 10th largest economy in the world, and a lot of credit goes to the ripple effect created by Hallyu globally.
The tide isn't ebbing anytime soon, as more of the world overcomes the one-inch tall barrier of subtitles. Netflix recently announced an investment of $2.5 billion on Korean content for its platform, and with spillover effects like burgeoning tourism, there's no better time for Korean than now.
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