Use Gantt chart or spreadsheet to present your action plan. The action plan should spell o, Study notes of Cross-Cultural Communication

Download Use Gantt chart or spreadsheet to present your action plan. The action plan should spell o and more Study notes Cross-Cultural Communication in PDF only on Docsity! Hallyu - The success of South Korean pop culture and influence of Hallyu in Vietnam Abstract The paper provides the bigger picture of the Hallyu phenomenon in Vietnam from an interdisciplinary approach. In addition to an overview of the history of the formation and development of Hallyu in the world in general, the article also provides empirical evidence about the extent of Korean influence in Vietnam today through the field of film, music, food, and language. The task of the study is to clarify the characteristics and create a favorable environment for development of the arrival of "Korean wave" products in Vietnam. In addition, this study is beneficial to Vietnamese companies and governments that can evolve on investments of South Korean. Keywords: Hallyu, popular culture, Hallyu's influence in Vietnam, soft power, cultural industries. 1. Introduction Does Hallyu, the Korean Wave, leave its mark on Vietnam? A recent study (KOCCA, 2022) shows that 70% of Vietnamese people have approached and are familiar with the concept of Hallyu. When asked about Hallyu, people immediately think of Korean music (K-Pop, 68%), Korean TV shows (over 80%), Korean beauty products and services (K- Beauty, 46%). Given the widespread recognition of Hallyu in Vietnam, it becomes crucial to delve deeper into its influence and impact on Vietnam. This paper discusses the influence of Hallyu in Vietnam and its effects on Vietnamese industries, culture. It first provides an overview of Hallyu and its history. Then, it shifts to focus on Vietnam, examining the reception of Hallyu among the Vietnamese population. Finally, it provides the effects of Hallyu and suggestions for the future development of Vietnam. 2. Methods This report was formed and researched by many methods. It is a data collection and analyzing method. Data collection method is the process by which we collect data on official websites and publish academic studies, reports, press releases, official documents, books, journals, scientific studies at all levels. Then from that statistics data , we use the method of analysis and summarization. We review the practical achievements in the past, from theses and reports, and summarize the surveyed issues to draw out the influence of the Hallyu wave on Vietnam. 3. Findings and discussion Understanding of Hallyu – The development history of Hallyu What is Hallyu? The term "Hallyu" appeared in the early 21st century, originating from Chinese journalists when talking about the extraordinary development of Korean culture. Through K-pop, movies, and reality shows, Hallyu promotes the image of Korea, bringing Korean culture beyond boundaries, spreading and influencing most countries in the world, especially Vietnam. (An, 2021) Jo Seong Ryong (2005) commented that Hallyu in Vietnam is having a stronger attraction than any other country in East Asia. The Hallyu wave is considered the Hollywood of the East with its penetration into the Asian entertainment market. The development history of Hallyu Hallyu 1.0 (1995 - 2005): The development of popular culture. Popular culture is nearly always produced within a capitalist system that sees the products of popular culture as commodities that can be economically profitable. Hallyu 1.0 was the boom of K-drama series. Since early 1999, Hallyu has become one of the biggest cultural phenomena across Asia. The Hallyu effect has been tremendous, contributing to 0.2% of Korea’s GDP in 2004, amounting to approximately USD 1.87 billion. (Martin, 2021) The band HOT was born in 1996. This is the first group marking the influence of Korean music to many countries around the world. K-dramas such as What is Love All About (1992) and Winter Sonata (2002), becoming popular in East Asia. In terms of movies, "Sassy Girl" created a new international breakthrough for Korean films. (Kwong, 2021) Hallyu 2.00 (2006 - 2011) : Hallyu spreads throughout Asia Hallyu 2.0 begins with the development of media outlets, such as YouTube and SNSs. In this wave, K-Pop has become the most distinct cultural genre. Furthermore, K-Pop has been a driver of Hallyu 2.0 as Korea exported $80.9 million worth of music in 2010, a 159% increase from 2009. (Jin, 2012) Many famous groups were born such as SNSD (2007), 2NE1 (2009), etc. Specially, the great success of BIGBANG (2007) quickly entered the international market and became a top star in many Asian countries. In 2009, the group WonderGirl entered the US market with the song "Nobody" and became the first Korean artist to enter the Billboard top 100. (Kim Y. , 2022) Hallyu 3.0 (2012 - present): Hallyu spread to the whole world The Korean government has attempted to use the Korean Wave as a policy weapon to strengthen its cultural and public diplomacy. The Korean government has made "complex diplomacy" and "value diplomacy" the key policy objectives of the Lee Presidency in order to promote cultural and public diplomacy while also enhancing national image and national brand. Korea, in example, was the first to establish a presidential council to coordinate efforts to strengthen national image and brand. The Korea Nation Branding Convention 2011 was organized by the Council with the tagline "Hallyu, into the Future with the World." Soft power generates "a more favorable public opinion and credibility abroad" (Min-young, 2011). Figure 3 provides a systemic view of the Korean government’s effort to promote its cultural diplomacy, headed by the Ministry of Foreign Affairs and Trade and the Presidential Council on Nation Branding. Globalization of Korean culture has accelerated recently. Korean films are popular across many cultures. While Europeans find the plots of Korean dramas simple and romantic, Americans find them to be upbeat and pleasant. Asians, on the other hand, learn about trends and lifestyles they want to adopt. The dramas are deemed "safe" in Muslim nations. The monarchical government of Saudi Arabia broadcast Dae Jang Geum and Jumong, a drama with a Korean hero theme that emphasizes support and allegiance to the government. Diverse effects have resulted from the Korean Wave's international dissemination. Malaysians prefer Korean cuisine to Malaysian cuisine and prefer to buy South Korean products. The Korean Wave in Vietnam has boosted positive perceptions of Korea and increased Vietnamese interest in Korean society and culture, including its language and way of life. Korea rated 11th in the world in terms of soft power in 2021, according to Brand Finance's Global Soft Power Index (Brand Finance, 2021). With the global penetration of online platforms such as Netflix and YouTube, Korean dramas, films, and pop music maintained their supremacy in 2022 and are likely to do so in the future (Yeon-soo, 2023). As a result, through Hallyu, the Korean government fulfilled its goal of bringing Korean culture and customs closer to other nations. The growth of South Korean cultural industry Cultural industries embraces industries that combine the creation, production, and commercialization of creative content, which can have the form of a good or a service (Theodor Adorno and Max Horkheimer, 1947) The impressive success of Korea in its cultural export strategy is that through music and film products, the country has introduced to the public its traditional culture, distinctive cuisine and technology, cosmetics, fashion, travel... to gradually shape the Korean brand in the minds of consumers around the world (Phương, 2022). In 2021, the movie industry's sales revenue in South Korea amounted to approximately 1.7 trillion South Korean won. That year, movie production in South Korea resulted in a total of 817 released movies (Statista Research Department, 2023). Along with the expansion in cinema, Korea has become the sixth largest music market in the world and the second largest in Asia. In 2021, the total export value of the Korean music market is estimated to reach 6 billion USD (Phương, 2022). In the culinary field, typical Korean dishes have become familiar and appear on the menus of world-famous restaurants. The Korean government has had a series of policies promoting Korean food at home and abroad. They know how to promote their culture through TV programs that cover the opening of Korean restaurants abroad to promote the country's cuisine. "With the craze for Korean content like 'Parasite' and 'Squid Game', foreigners no longer consider Korean cuisine to be foreign. In Vietnam, it is no exception, Korea has turned culinary culture into a valuable economic commodity, including brands like Paris Baguette or Tous les jours, which have nearly 80 stores in Vietnam - the bread of CJ Korea has also become one of the most premium confectionery brands in Vietnam. This clearly shows that Korean culture has had an influence on Vietnam. (Phương, 2022) . Not only that, thanks to the promotion of the media, intelligence and ingenuity in taking advantage of culture, according to statistics from the General Department of Customs, by the end of 2019, up to one-third of imported cosmetics Imported into Vietnam are products from Korea. Besides, according to KITA, thanks to the influence of the Korean wave (Hallyu) in 2020, the export of Korean cosmetics to Vietnam will reach 230 million USD. This number is expected to increase in the future due to the explosion of media and idols like BTS and Blackpink (Vân, 2023). In addition, by leveraging promotional strategies, in 2019, South Korea accounted for a total of 17,502,623 international visitors due to the Hallyu Wave, a 14 % increase as compared to 2018 (Ghansiyal, 2021). Along with tourism, there is an increase in demand for Korean language learning. A recent article on BBC said that in order to understand popular K-pop songs, the trend of learning Korean has increased in countries such as Vietnam, the US, Canada, Thailand, Malaysia and even Algeria... Seoul has also played its part, establishing 130 language institutes in 50 countries. Thus, we can completely see that Korea has done very well in producing and selling popular culture as commodities (Hảo, 2020). Korean Hallyu culture in Vietnam and its influence on Vietnam The first “shots” – Korean TV series Vietnam is the country where Korean films are introduced earliest and most admired among Southeast Asian countries. Korean films were first introduced in Vietnam in 1997, and the TV series "Medical Brothers" was broadcast in 1998 (Ngọc, 2022), receiving a breakthrough level of audience interest. This is considered the epicenter of the Korean wave in the Southeast Asian region (Chan, 2008). However, it wasn't until the year 2000 that the concept of Hallyu really took off in Việt Nam, with the release of the television blockbuster The Autumn Heart, followed by Glass Slippers, Winter Sonata, and Dae Jang Geum. In this heyday, Korean films were so popular that whenever the term is uttered, local viewers quickly conjure up images of cancer, car accidents, and memory loss, which are common motifs in K-flicks, as well as magnificent winter sceneries. Although Korean films are not always passionately admired in Vietnam, Korean programs accounted for 30% of the total imported programs in 2003 (Sik, 2004) and accounted for 70% of the total imported programs with around 1,800 episodes in 2009. Korean television products were first introduced to Vietnamese audiences in 1996 and quickly gained a large fan base, leading to the Korean wave phenomenon. The cultural products from Korea, including TV dramas, films, and popular music, have successively arrived in Vietnam. Considering the timing, the introduction of Korean TV products at this moment was highly appropriate (Ok, 2005). In summary, the Korean wave in Vietnam originated from Korean TV dramas. From this initial step, other aspects of the Korean wave, such as films, K-Pop, fashion, cuisine, etc., gradually entered the lives of Vietnamese people and quickly gained the admiration of a large number of Vietnamese audiences. The number of imported films broadcasted on VTV3 during the period of 2015-2020 accounted for a significant proportion, overshadowing purely Vietnamese films. The majority of imported television dramas were from South Korea, making up a staggering 87.33%. Many hit television series were also remakes of foreign scripts. Examples include “The Taste of Family”, “Rainbow of Love” and “Balanha Boarding House”, all based on Korean scripts. The appearance of Korean music - Kpop in Vietnam Since the early 2000s, Korean entertainment groups have been targeting Vietnam's music market as part of their global expansion ambitions (Tuoi Tre News, 2014) . The popularity of Korean TV dramas has laid the groundwork for the development of Korean music and reality Vietnam (Trần Thị Hường - Cao Thị Hải Bắc ). According to Dr. Pham Thi Ngoc, Head of the Korean Language Department at Hanoi University, Korean language education is rapidly developing in Vietnam in terms of quantity and quality. With 20,000 students studying Korean language across various educational levels nationwide, there are around 50 colleges and universities offering Korean language courses (Khôi, 2022). Furthermore, in 2020, the Vietnamese Ministry of Education implemented the "Education Project," which includes the option of choosing Korean language as the second foreign language in Vietnamese secondary schools (Trần Thị Hường - Cao Thị Hải Bắc ). According to an online survey, 84% of respondents stated their preference for the Korean language, indicating a significant interest among Vietnamese people towards learning Korean. This demonstrates the growing prominence of the Korean language in Vietnam (Trần Thị Hường - Cao Thị Hải Bắc ). 4. Conclusion and recommendation A variety of elements combine to make Hallyu successful. First off, popular movies are a brilliant approach to convey traditional cultures, and the traditional way of singing is also expressed in the form of idol groups. Besides, Korean pop music is an illustration of such cultural hybridization. The greatest elements of Western pop culture have been appropriated by Korean pop culture and reimagined for Korean tastes. Moreover, South Korea is the capital of beauty. South Korea is now one of the world’s leading exporters of cosmetics. In particular, the Korean government's cultural diplomacy has contributed significantly to maintaining and developing Hallyu. Therefore, Korea has successfully built its soft power and national image in the world. Along with that, Korea has also been very successful in the cultural industry by turning its culture into a commodity through music and movie products to reach consumers around the world. The Korean Wave has had a profound impact on Vietnam. The influence of Hallyu in Vietnam is widespread, with Korean dramas, music, fashion, lifestyle, and reality TV shows all playing a significant role in shaping Vietnamese popular culture. Firstly, Korean dramas began to make their way into Vietnam in 1997 and since then have gained a large following. Hallyu also encompasses K-pop music, with the rise of famous groups. Korean fashion and beauty products have also influenced the aesthetic preferences of Vietnamese youth. Additionally, Korean reality TV shows have gained significant popularity in Vietnam, and local adaptations of shows like "Running Man Vietnam" and "2 Days 1 Night" have been created. Finally, Korean cuisine is also becoming increasingly popular in Vietnam, with many Korean restaurants and dishes like kimchi gaining popularity. Taking advantage of the influence of Hallyu culture in Vietnam, and proposals for sustainable development of Vietnam. Vietnam is a country with its own unique national identity and distinctive cultural traits that are not mixed with any other nation. Thanks to the significant growth of the Hallyu wave in Vietnam, the country can implement cultural diplomacy policies between the two nations to further its development. Vietnam can learn from the Korean entertainment model to strongly develop its entertainment and arts industry. Firstly, investing in film production, music, television, and sports can create numerous job opportunities, attract investment, and enhance the country's image worldwide. Secondly, Vietnam can develop cultural tourism by tapping into the potential of tourism based on the public's interest in Korean culture. Thirdly, educational collaboration is an effective way for Vietnam to strengthen ties with Korean universities and secondary schools. Offering educational programs on Korean culture, the Korean language, and related fields such as fashion design, media, and arts will provide learning and working opportunities in the international entertainment industry for Vietnamese students. These measures will help Vietnam build a robust entertainment and arts industry, generate employment opportunities, attract investment, and enhance the country's global image. Additionally, harnessing the potential of cultural tourism and educational cooperation with Korea will contribute to Vietnam's economic and cultural development. 5. Figures Figure 1: Source: Kim Bok-rae (2015) Figure 2: Organizational chart of Korea’s cultural diplomacy. This diagram is from Cultural Diplomacy Manual (2011) Ministry of Foreign Affairs and Trade, p. 26.