Korean Wave

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Korean Wave

Korean Wave:

Treasure of Korea Tourism


The Birth of Korean Wave

Spread of Korean Culture

Born Grow Settle

Korean Wave Vol. 1 Korean Wave Vol. 2

• Period : 1997- early 2000

• Countries : China, Taiwan,

Vietnam

• Contents : Group singer HOT,

TV drama “What is love”

• Period : middle of 2000s

• Countries : Japan, China,

Southeast Asia

• Contents : Winter Sonata,

DaeJangGeum

Korean Wave Vol. 3

• Period: after the late 2000s

• Countries : China, Japan,

Southeast Asia, Middle Asia,

Europe, Americas

• Contents : Idol group singers


The Birth of Korean Wave Characteristics of Korean Wave

Expansion of Categories:

TV Drama to K-POP

Asia to Europe and Americas

Neo-Korean Wave

TV Drama to K-POP(Korean popular music)

Asia to Europe & Americas

TVXQ, SHINee, Girl’s Generation, Rain gains popularity with Southeast

Asian fans

Syndrome of Korean girl groups’ fashion, make-up, and dance in Japan

SM TOWN Live Concert in Paris, SHINee’s Concert in UK


The Birth of Korean Wave Korean Wave in the World


Current State of Korean Wave Japan and Asia countries

Idol groups sweep over the whole of Japan and Asia

KARA, Girl’s Generation

SHINee’s single album “Replay” ranked the 2 nd of the Oricon Single Chart at the

day of debut : sold more than 120,000 CDs

Jang Geun-suk (called “Post Bae Yong Joon”)

Popularity increases rapidly in Japan

TV drama “Dream High” : sold for the best price in 16 Asian countries

Derived Korean Wave

Spin-off of the Korean Wave, refers to idol groups who

active only in Japan not in Korea.


Current State of Korean Wave

Europe : used to be considered as a cultural

wasteland of K-pop

The European fans who are Waiting

for their K-pop stars

French K-POP fans : A street rally including a flash

mob and group dance in front of the Louvre Museum

in Paris to ask an extra concert.

Europe: France


Current State of Korean Wave

SM Town Live concert in Paris concert hall

(June 10 th & 11 th , 2011)

More than 1,500 fans : Gathered at the Airport

7,000 concert tickets : Completely sold out just

in 15 minutes

The film of “SM Town Live in Paris” in You-Tube:

3.28 million hits in just two days

Louvre Museum FLASH MOB

Europe: France


Current State of Korean Wave

SHINee’s showcase at Abbey Road Studio

Abbey Road Studio : The legendary place, Beatles, Stevie Wonder,

Rod Stewart performed

Many record executives and media closely watched the 30 minutes performance

6 main sports media in Japan lavishes praise regarding SHINee’s showcase

“The 1 st splendid achievement of Asian artists”

SHINee at Abbey Road

Europe: London


Current State of Korean Wave

Girl group “2NE1”

Even though they have performed officially yet, they enjoy great popularity in

Mexico

Numerous cover performances and flash mobs: Demanding K-pop

performances in their countries – Mexico, Peru, Argentina, etc.

South America


Current State of Korean Wave

K-pop Fans : New and Young foreign fan base

PROJECT SM TOWN: demonstration for K-pop

concerts at Paris, Sydney, Spain, Chile, Peru,

Mexico, etc. and uploading to Youtube

The K-pop contest in Europe and

South America

Flash mob demonstration

France, Peru, Mexico, Belgium,

Swiss, USA & Canada

Phenomenon of Neo-Korean Wave


Competitiveness of Korean Wave Comprehensive Allure

Easily approachable stars:

New-style group singers appeals to Europe

Karaoke in Korea

Music

Appearance

Multifarious

abilities

Enjoy singing in Karaoke from young age

Dance

Fashion


Competitiveness of Korean Wave Use of SNS in various ways

Use of SNS

(Social Network

Service)

Effective at the lowest cost

The Times : The main element of success of K-POP is SNS

Test Market : Pre-promotion through YouTube and overseas expansion

Facebook : Direct support activities by global fans

“KBS Music Bank” live broadcast to the world

Plays an important role as the bridge between foreign

K-pop fans and South Korea

Real-time broadcasting every week through the internet and

supports uploading comments and running a voting system.


Competitiveness of Korean Wave Use of SNS in various ways

Over 10,000,000

5,000,000 to 10,000,000

1,000,000 to 5,000,000

100,000 to 1,000,000

10,000 to 100,000

Under 10,000

8,278,441

UK

France

9,707,334

Germany

5,588,687

Saudi Arabia

10,312,005

Vietnam

56,770,902

Thailand

China

99,514,297

7 93,57 4,005 hits

Russia

1,237,345

Korea

57,281,182

Youtube Hits for Korean Music Videos (2010)

Taiwan

7,316,633

Philippines

38,833,639

Australia

9,358,642

Japan

113,543,684

Asia

566,273,899

North America

123,475,976

Europe

55,374,142

South America

20,589,095

Middle East

15,197,593

Oceania

10,738,793

Africa

1,924,480

Antarctica

27

Canada

20,859,251

USA

94,876,024

Brazil

6,049,920


Competitiveness of Korean Wave Localization

Collaborating with local agencies

Avex, EMI Japan, Universal Japan, etc.

Global Audition

2PM’s Nichkhun : an American-born Thai

f(x)’s Victoria : a ballet major from Qingdao, China

Famous foreign choreographers, songwriters and producers’ participation


Competitiveness of Korean Wave Training System

Training System for Well-Rounded Entertainers

Korean management company’s unique system

Payment of necessary expense by management company

Customized training for singing, dancing, foreign languages & acting

Foster a singer through trainee period

Audition

To discover

potential

talents at very

young age

Training

For many

trainees to

become a star

Producing

With famous

composer,

choreographers

& stylist

Debut


Analysis of Market Korea Inbound Tourism

Effect of Korean Wave and Korean Entertainment Industry

→ Development for Korea Tourism

10% of foreign tourist visited Korea because of the Korean Wave

Total Visitors

Percentage of Korean

Wave Tourist

Korean Wave Tourist

Korean Wave Tourist : Spend one and a half times more than normal tourist

Source : Survey by KTO (2010)

Korean Wave Tourist form

Japan 2,160,000won


2007 2008 2009 2010

6,450,000

11.8%

760,000

6,890,000

10.6%

730,000

7,820,000

8.6%

670,000

8,800,000

10.1%

890,000

Normal Japanese Tourist

1,420,00won


Analysis of Market Korea Inbound Tourism

Korean Wave Tourism Product : generates more economical value than

Korean Wave Contents (Music, Movie, Broadcasting, etc.)

Economical

Induction

Effect

< Economical Effect of Korean Wave>

Export Effect 11,046 110,608 402,748 13,407 403,045

Production

Induction

Effect

Added Value

Induction

Effect

Employment

Induction

Effect

(number)

Movie Broadcasting Game Music Tour

24,412

9,500

194

290,900

95,123

1,814

680,644

326,226

7,411

23,596

12,335

342

729,511

338,558

13,220


Analysis of Market Major Milestones

Various Korean Wave Tour Program & Increased number of touris

Korean Wave Tourist supported by KTO (2010) : 35,000

Tour Programs : K-Pop Performance, Fan meeting with Stars, Drama & Movie

Location, TV Broadcasting Station, etc.

Korean Wave Concert in Incheon, Gyeongju Korean Wave Dream Festival,

Asia Song Festival, Concerts (Girl’s generation, Super Junior, etc.)

K-pop Concert to promote Korea Tourism

Friendship Concert (with Australia, with Taiwan),

Fighting Japan! Seoul Osaka Music of heart,

K-POP All Night in NIIGATA


Analysis of Market Major Milestones

Korean Wave Stars that Promote Tourism

Actor Bae Yong-joon : Advertising Model for Korea Tourism in Japan

Actor Ji, Jin-Hee : Honorary ambassador for Korean palace

Korean Wave Stars(Big Bang, etc.) : Haru(Korean Tourism Advertising Drama),

Promotion through worldwide online and UCC Channels

2PM & Miss A : Model for Korean Tourism


Thank You

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