The Impacts of 'Hallyu'
Since the 2010s, Korean pop culture has been on the rise in Bangladesh. In the year 2016, like many of my classmates, I had just discovered Korean songs, dramas, and movies. Although I was skeptical at first, I soon found myself entranced by Korean culture. BTS's early songs, which spoke up for rebellious teenagers who didn't want their ambitions to be dashed by society, drew me into the K-POP scene. I’m not a teenager anymore but neither are they. These days, their songs deal with issues such as self-love, mental health, women's empowerment, capitalism, being lost in life, or simply having a terrible day. Similar to BTS, other Korean artists including EXO, Psy, BLACKPINK, TWICE, and Korean dramas and films have contributed to the globalization of Korean cultural content; which is known as ‘Hallyu’. It is quite remarkable how much Hallyu contributes to South Korea's economy and soft power given that it has become a worldwide phenomenon.
Hallyu
Hallyu or Korean Wave refers to the increase in global popularity of South Korean culture, specifically Korean dramas, films, and music also known as K-POP, cosmetics, games, and others. Initially, the effect spread across east, southeast, and south Asia, but it has now spread throughout the world with some of the major markets being the USA, UK, Japan, India, Brazil, Philippines, and Indonesia.
Impact in Bangladesh
There is now more interest in Korea as a result of the growth of Korean culture on a worldwide scale. People now have a renewed interest in everything relating to Korea, from travel to fashion, cuisine, and even the Korean language itself. Bangladesh is a noteworthy example. Although the fanbase is still mostly concentrated in urban areas, the rising popularity of Korean culture has had a tremendous impact on consumer behavior. The evidence could be found in restaurants, super shops, and even online stores. There are many online shops nowadays dedicated solely to Korean products that sell South Korean beauty cosmetics, clothing, and other related products. There are many Korean specialized restaurants selling Korean barbecue, grilled beef, bulgogi, and kimchi.
Changing the world's perception of Korea
With the blessing of Hallyu, South Korea has become one of the world's leading exporters of popular culture. It has immensely helped the country develop its soft power. Soft power is the ability to influence others through moral or cultural attraction rather than threats or military power. In the 1960s this country was viewed as a war-torn nation constantly at war with North Korea and an unfavorable tourist destination. However, all these have changed since the emergence of Hallyu in the 1990s. Hallyu has helped the country redefine its national image. South Korea has successfully become a cultural powerhouse of Asia.
Economical impact on South Korea
Source: https://keia.org/wp-content/uploads/2021/10/KEI_Koreas-Economy_2021_211019_Parc_2.pdf
A study by the Korean Foundation has shown that the direct economic impact of Hallyu has doubled from 2016 to 2019 and remains consistently on an upward trend. In the coming years, Hallyu will continue to boost the South Korean economy. Hallyu has made a significant contribution to Korean tourism as well.
Hallyu and its impact on South Korea can be an example for many countries. South Korea now holds major soft power which was until recently mostly dominated by western countries. Today, South Korea is the world’s 12th largest economy. While technology and industrialization are mostly responsible for this, Hallyu has also made immense contributions to this growth. Although the entertainment industry of South Korea has its dark side, the way they are representing their culture on the world stage is a lesson for everyone.
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