Results in Marketing of Korean Culture - Dissertation Example

Dissertation HEO Eugene (E70) Discussion of Results The marketing of Korean culture through the mediums of television, cable and pop music has resulted in a win, win situation for all Koreans who are directly or indirectly involved in the movie, music and export sectors. The Korean Gross Domestic Product (GDP), has been appreciably enhanced due in large part to the interest exhibited by other Asian countries of the region in the quality and content of Korean presentations. The bourgeoning industries (television, movie and tourism), have combined to create a groundswell of opportunities for business, and countless opportunities for employment in all sectors. The positive affects extend far beyond the monetary and quality lf life gains. It also opens up for public scrutiny and consumption, the entire Korean culture. Television viewers and tourist, who are in most instances one in the same, are becoming keenly familiar with Korean people. The Korean Ministry of Tourism has taken a lead role in promoting and improving its country’s image in the world market. Additionally the national government has aggressively taken on projects, involving physical development, and international promotion, which promote and showcase Korean culture; Hallyuwood is a giant bold step, which is planned to be a massive (1,000,000 square meter) project with a multi-theme economic approach. There are questions and some debate whether the hallyu wave warrants such a massive outlay of public funds. The debate calls to the prudent mind that hallyu has all the trimmings of a fad, which as they customarily do, if it is only a novel occurrence the public interest will dissipate before the investors can turn the corner. The only project in Asia, which will rival this undertaking, will be Disneyland “Japan.”Consequently, it will be the only host-nationally owned theme complex in Asia.The economic visionary precepts, which spawned the idea for Hallyuwood, will not be Dissertation HEO Eugene (E70) totally consumed on marketing. It is an accepted reality among the planners that the boom which created this good fortune, must be cultivated if it is to be preserved. On this note, plans are being made to perpetually improve their performance, as they have laid the ground work for the establishment of pedagogical center. Ostensibly, entertainers will be groomed for their place on the stage of entertainment. There are a number of fixed variables which factor into an individual or family decision when considering where one will spend their vacation. When we consider tourism marketing, it becomes clear from Moutinho, that Koreas’ tourism strategy is geared toward attracting a specific type of consumer/tourist. In a recent New York Times review on the topic of Korean entertainment productions, the author presented a lengthy discourse on why the public is so enamored with Korean soaps and drama. In a not so lengthy synopsis, I will paraphrase the essence of his piece; though we know they are in love, they do no more than hold hands, and pass affectionate glances at each other. It is clear that hallyu soap opera producers are committed on producing family type viewing, albeit the themes are of romance. In viewing Figure 1, we can readily recognize why hallyu soaps and drama are exceptionally popular in Taiwan, Japan, Indonesia, Vietnam, the Philippines and marginally in China; The levels of acceptance are not as high in Japan China, as it is in other Asian countries. This phenomenon persist for varying reasons in each of the two countries, and it will be separately explained for each. Korea has an affinity with all of the Asian countries where its cultural importation and interest is currently being appreciated. Dissertation HEO Eugene (E70) Cultural and subcultural image Asians have a long and committed acceptance of Confucian values. It is the common bond on which they ground their thought process, out of which their totality of being emanates. Social Class The stratification of age, gender, occupation/profession etc., also prevails in Korea, consequently the tourist from another country in Asia would readily be afforded the same respect and/or status in Korea, as he would feel comfortable with in his native place of residence. In the first two variables from Figure 1, we find much of the precepts of Lawson and Baud Bouy (1977) as cited in Jenkins (1999), and in Mayo, 1972; Compton, (1979) as cited Jenkins (1999). The more aligned the Korean product is to the Asian visitor or consumer, the more prone they are to consume. Reference Groups and Influence The Hallyu phenomena has enabled large Asian audiences outside of Korea to become familiar with their prevailing common similarities, while amplifying those indigenous characteristics of Korean culture. Numerous actors, actresses, and musicians are weekly, if not daily visitors in the living rooms of a large number of potential Asian consumers and tourist of Korean hallyu. Even though there may be long standing differences which were either precipitated by either politics or mythical perceptions, hallyu has been successful in transcending some of these barriers. “Many Japanese have been enraptured by despite the ambivalence of the Korean people toward Japan due to their unfortunate historical relationship”. (Yung-duk 2005). Role and Family Influence The individual household members who view these assume a sense of Asian pride Dissertation HEO Eugene (E70) foreigners on a daily or weekly basis. An opportunity to be juxtaposed in an environment which is similar to their own, yet non-pretenious and wholesome. The hallyu influence has not been as successful in China as it has been in other countries in South Asia, due in large part to China’s autonomous nature; it is very resistant to foreign imports and in this instance the saturation of hallyu is not totally perceived as a positive permeating force for a majority of Chinese. Notwithstanding this position CCTV, does broadcast certain Korean productions. “If one side’s culture is strong, it always leads to a reaction where the other tries to protect its identity”. (Yi O – ryong 2005). Moreover, China does not have a pop-culture of its own, therefore much can be learned from its South Korean neighbors. Personality Though singular, it relies upon the type or character of an outside variable to determine its composition. In this instance there must be a compatiable mix for the outcome to be favorable to the destination. Learning The more valuable and positive life experience, which one will garner from the destination, is of utmost importance. Motivation Derived from all of the preceeding variables; cultural and sub-cultural image, social class, reference groups and influence, role and family influence, provides the positive incentives for a reasonable evaluation of destination choice. Perceptions It is important for this variable to contain a high positive rating. It is important to be Dissertation HEO Eugene (E70) Concerned about how one will be received and treated. What is the state of political, social and economic conditions, and will one be viewed as hostile or friendly? A survey of 5287 respondents from 100 cities in 70 countries worldwide showed South Korea’s national image improved this year…The survey said 67.3 per cent of the respondents showed an amicable attitude toward South Korea, up from last years 60.6 per cent”. (Asia Pulse, 2005) Attitudes Again we have the potential for a symbiotic relationship, because the attitudes of the Tourist and the host country national toward each other is paramount. It must at the very minimum is at least civil and at the most hospitable. An assessment and evaluation of all the variables in figure 1, will filter through the decision maker and will assuredly have an impact on the destination decision. Fortunately for Korea, all of the variables in the Asian context, weight positive in its favor for destination choice. In figure 2, Demand factors point to the most critical variable when it comes to making the decision of where to travel. The “ïmage”of place, people, entertainment, sites, and of course safety. An equally important variable is supply. The tourist is usually apprised of this through an assortment of means, normally generated by the place of attraction. Hallyu is a unique medium which has promoted the total tourism package through its positive image, and its wholesome conveyance of Korean culture. When we view Figure 3, it is reasonable to assert that Korean tourism places emphasis on both aspects of tourism; cultural and modern pop culture tourism. While it is true that hallyu qualifies in the latter group mentioned, and the thrust is geared towards the long term maintenance of modern pop-culture tourism, the long term must also continue to accommodate a Dissertation HEO Eugene (E70) strong focus on cultural tourism. As today’s pop-culture enthusiast ages, tomorrows pop-culture will take its place. The Korean approach to hallyu is both comprehensive and loaded with future present vision. The government and the Ministry of tourism have by monetary accounts, counting the numbers of tourists passing through their portels, listening to the word of mouth acclaids, have keenly marketed a very positive commodity, and the stage was methodically prepared to receive and entertain its Asian neighbors, who along with other lovers of Korean hallyu assisted the Korean coiffeurs in 2004 to the tune of $1.87 billion. On a macro level it is important to note that hallyu is not exclusively an Asian sensation and appreciated only by Asians. The cool-wave has transcended nationality and is beginning to impact world markets. Americans young and old, from Honolulu to Chicago to New York, are raving about Korean music and soap operas on internet chat boards and forums and are devouring Korean music, television shows and movies. And it isn’t just Asian-Americans who are turned on to “k-pop”. Americans aren’t alone in surfing the hallyu. In Mexico City, the airing of South Koreas’ “Winter Sonata”, drew large audiences, while a Seoul cable broadcaster is the first Asian station that offers round the clock programming. In Europe sales of Korean music and drama is up. Korean TV dramas undoubtly lead the cultural charge. At least 30 stations air Korean dramas in U. S. markets from Guam to Atlanta.While Korean drama has proven it has what it takes to permeate the cultural divide, it has also made a leap in bridging the generation gap as well; Kathleen Worbel a 64 year old Chicago area nurse said she was channel surfing a few years ago, when she stopped on a sub-titled Korean drama. She was intrigued by the interaction between Koreans of different generations. You’d never see these story lines on American television shows that stress loyalty, responsibility, and discipline”. (K.Oanh Ha, 2005) Dissertation HEO Eugene (E70) While Asian markets were the first to witness and experience k-cool, it is now catching on with Americans and Europeans, young and old. Additionally, the permeation and cross over will undoubtly present another challenge to the concepts of cultural and pop culture tourism. The concept of media tourism is not a recent phenonmon. However. the Korean adaptation of the practice has taken on a new meaning and scope. The advent of the Korean drama on the world scene which appeals to both young and old represents a social thdicatomy which historically translated into high profits; members of the older generation are seemingly drawn to Korean drama because of the producers’ penchant for depicting quality values. By some sociological twist, the youth who are usually portrayed as rebellious and anti-disciplined, are nonetheless attracted to drama and soap operas which conveys all of the attributes which they are characterized as being not interested in. Albeit the previously mentioned circumstance is a slight deviation from the subject matter, I felt it compelling and worthy of mention, because it serves in pointing to the new and unexpected converts to hallyu. Furthermore, it speaks to the feasibility of Long-term sustainability of hallyu. Media related tourism in Korea is fueled by a number of vehicles which are not your normal conduits for marketing. At least not on the scale and scope of the Korean experience.The Large-scale export and resounding cceptance of “anything” Korean underscores the public desire to either see more, learn more, savor more, and hear more of what Koreans have to extend to the rest of Asia and the world-at-large. Foreign nationals like professor Yi O-ryong, an honorary professor at Ehwa Woman’s University has the conviction that hallyu is ebbing and Korea must transcend its parochial character if Korea is to stand tall and enjoy lasting influence in the global village. Yi O-ryong Dissertation HEO Eugene (E70) feels that the current popularity of everything Korean is superficial. That in order to absolutely sustain the Asian interest over an extended period of time, the emphasis must be changed from its novelty base; soap operas, drama, fashion, celebrities etc., and replaced with something more life-style defining. He emphatically states that,” to become the global mainstream, the Korean wave must die”.(O-ryong 2005) O-ryong feels that rather than trying to prolong the Korean wave, he says, “We must create a new hallyu based on universal values—a sort of digital culture, which is to be led by “Korean cool”. He further states that through digital products that embrace universalism rather than regionalism, and are driven by needs rather than wants, we can overcome resistance to the Korean wave. The non-sustainability of the pop culture aspect of hallyu in its present state is also shared By Kim Yung-duk as she asserts; By nature cultural contents tend to have a limited lifespan. At one time, American TV dramas, which were aired during prime time hours in Japan, gained widespread popularity. However, as the appeal of these dramas waned in the 1980’s, the programs were aired during off-peak hours, which led to a large decline in viewer popularity. meanwhile, domestically produced programming, of high quality, came to fill up the prime time slots. A similar experience could lie ahead for Korean TV dramas”. Conclusions and Recommendations Korean hallyu has had a multiplying effect as well as a magnifying impact on other Asian countries in particular and in the world at large in general. The phenomena has all of Asia engaged in at least an appreciation for Korea, if not an all out affection for the delivery of some semblance of positive hope in the areas of love and human development. Asian households throughout the Pacific Rim have adopted a vicarious association with the Korean actors and actresses who dawn their television screens on a daily basis. The introduction Dissertation HEO Eugene (E70) of hallyu has resulted in other Asians developing a sincere interest in a country and people that they had heretofore (for varying reasons), either ignored or dismissed. The advent of the Korean hallyu and the level of its subsequent success was to say the least, an ironic happening because if a country in Asia was to be appreciated in Asia for its endearing qualities, environmental attributes, cuisine, fashion, and information technology advances, and its music, then one probably would have not chosen Korea over Japan or even China. Perhaps the mind set of the previous statement, which suggests that most people were unaware of South Korea’s positive attributes and therefore would have ignored the feasibility of Korea having all of the ingredients necessary to muster such a forceful and dynamic wave. The fascination factor and a strong desire exhibited by other Asians to learn more about their fellow neighbors spawned a pop culture revolution, which has all of Asia seeking the pleasant innocence of the Korean co-existence. Today throughout Asia eight of ten people have knowledge of at least one Korean matinee idol or entertainer. Even more comanpelling is that their recognition of their Korean of choice is a recognition based on a positive image. To be sure, it is the positive image of people and place which has motivated Asian tourist to desire a closer affinity with their Korean neighbors. To Examine the Main Satisfaction factor of Asian Tourists when they decide to visit Korea Existentialism is of course a salient entity when we make decisions, particularly those which are based on personal choice. It is a given that every organism seeks out similarities among the species in deciding on who they (it) will associate. Likeness is important for a host of reasons; ease of communication, similar likes and dislikes, as well as similar idiosyncrasy Dissertation HEO Eugene (E70) When this existentialism is applied in making a choice on travel and destination the above- mentioned “similar” variable remains constant. Of course the sameness associated with ethnicity or race can not and will not always be constant to “similar”, but one can and does level the playing field by stratifying another “similar” variable i.e. age, income, gender, physical condition, occupation etc. Asians are particularly fond of “similar” and individualism, embedded in their penchant for Confucian values. Lisa Leung presents a sociological assessment of why Asians have endeared themselves to Korean melodrama: In times of economic difficulty, nostalgia is seen to play a more important role in the everyday life of the audience, as they cope with the social changes brought about by the slackened economy. For Asian economies such as Hong Kong (or Taiwan and even Japan)which have not seemed to fully recovered from the Asian financial crisis, people are still trying to make sense of the worsening social atmosphere that resulted from the economic slump.As such there has been discussions as to whether Korean dramas with its melodramatic overtone help to evoke nostalgia among the audience of the ‘good ole times’, which also include more innocent relationships. Melodramas also provide outlets to the audience for emotional relief in these difficult times. Much has been said about the 9/11 syndrome that strikes the world of a malaise which includes pessimism towards the future , paranoia against ‘enemies’, and a general depression and negative outlook. The innocent and intense love relationship rich in Korean melodramas somehow provide catharsis that helps relieve the apocalyptic sentiments that have been accommodated recently. Hence there is a very interesting contextual relevance for melodramas, and confirms the world of TV dramas in the (local) everyday life.(Leung) Dissertation HEO Eugene (E70) For many of the Asian tourist to Korea they are returning to a place in real time, which they have been virtual visitors on a daily basis from the living rooms. The actual visit now permit them to stand in the same spot where their idols stood, and relive in their minds eye the scenes from their favorite episodes, and smell the roses. To savor in the long standing nostalgia which has been building for weeks, months and even years. To research and identify the influence of hallyu on the image of Korea as a tourist destination among Asian tourists by providing the hypothesis hallyu has affected the increase of Asian tourist visiting Korea. Hallyu has influenced to the Asian tourists perception of Korea. Korean drama, soap operas and k-pop have saturated the import market in every country in Asia. Through the efforts of Media-tourism every major city has a TV station which broadcast Korean drama and soaps. The content of these features showcase Korean culture in a wholesome and positive manner; promotion of strong family and loyal community values and cross generation understanding. People are attracted too, and affected by these positive images; Mrs. Mizoguchi is a 36 year old hairdresser, who says her clients talk about nothing but the Korean stars. “I thought South Korea was a very inflexible or constrained society, but I find the people kind and enjoyable”. T ravel agencies in California and Asia offer package tours to filming sites, which government figures show attracted more than 200,000 visitors in 2003.Moreover, the actresses and actors featured in the productions have acquired idol status and are actually sought out by the tourists.The fact that the characters are portrayed as wholesome and are also Asian is substantial en for the fan to feel a semblance of kinship. It is a given among the Asians who have been caught up in the wave exported to their shores, that the Korean is capable of delivering a quality product; business men are betting on the Dissertation KEO Eugene (E70) wave to sell other products, and the government is promoting the trend to attract tourists. The plan of the national government of Korea to develop a multi-theme economic entity with the intention of further capitalizing on hallyu, is a project which must be done in methodic stages. It is always prudent to plan for the worst and hope for the best. Of course projections are mere predictions, but when they are based on empirical extrapolations they should carry at least a grain of salt. The bright side prediction for 2005 is that the export of Korean dramas will reach $100M before years end. Though this is a rosy picture, there is also a dark side. As such, warnings in the Korean pop culture fad has already passed its peak, or even if it can be maintained at current levels, it could come to an end in afew years.For example during a fact finding tour of Taiwan, Vietnam, and Cambodia earlier this year, the National Assembly’s Culture and Tourism Committee members found that the general mood in these countries was that the current hallyu fever would likely taper off within five years, at the longest, or two or three years, at the least.(Shinmon 2005) This researcher feels that Korean hallyu offers a quality product to the Asian community which neither Japan nor China has exhibited the capability to provide. I do feel that the presence of Korean drama has created a loyal market which will continue their demand to be serviced.The consumer has exhibited their desire for a high end product, and at present Korea has been the exclusive producer of the consumer demanded quality. Bibliography Asia Pulse, A Survey,2005 K.Oanh Ha, American Can’t Get Enough of Korean Culture, Knight Ridder news,October 18,2005 Kim Yung-Duk, Taking Steps to Preserve the Hallyu Wave,The Segye Extras, January 11,2005 Lee Yongwon, Eve of $100 Million of Korean TV Drama Exports, The Seoul Shinmun,The Korean Foundation, April 2005, vol 13, no.2 Yi O-ryong, Hallyu Must Die for Korea to Prosper, English News@chosun.com Read More