The Hallyu that Captivates the World: Growth and Challenges of South Korea, Highlighted by NYT as a 'Cultural Powerhouse'

The esteemed American daily, The New York Times (NYT), has spotlighted South Korea as a 'Cultural Powerhouse,' focusing on the Hallyu phenomenon that is captivating audiences worldwide.

On the 21st (local time), NYT published an in-depth article titled "How South Korea Became a Cultural Powerhouse, and What's Next," analyzing the global influence of South Korean culture.

The outlet concentrated on the remarkable achievements of South Korean culture across various fields, including the musical "Maybe Happy Ending," which won six Tony Awards, the Academy Award-winning film "Parasite," the globally successful Netflix series "Squid Game," Nobel Prize-winning author Han Kang, and the imminent complete return of BTS. NYT evaluated that, "Hallyu shows no sign of abating," noting that "global interest in everything related to Korea, from cosmetics to food, is steadily increasing."

The Hallyu Wave Sparked by the Internet: Global Expansion of K-Content

NYT explained the starting point of Hallyu, citing experts who highlight the late 1990s, when Korean dramas began to gain popularity in China and Japan.

Following this, the proliferation of the internet allowed Hallyu content to rapidly spread across the globe, with PSY's "Gangnam Style" becoming the first video to surpass one billion views on YouTube in 2012, triggering global interest in K-Pop. However, the pivotal moment that propelled K-Pop into mainstream culture was the emergence of BTS.

Described as "seven handsome young men who can rap, dance, and sing simultaneously," BTS set Guinness World Records for streaming and view counts with tracks like "Dynamite" and "Butter" during the pandemic. The success of K-Pop is seen as a testament to the global competitiveness of South Korean cultural content.

NYT analyzed that the growth of South Korea's film industry has been supported by strategic government backing.

It noted, "The South Korean government has protected its film industry by limiting the domestic screening of Hollywood films." The Busan International Film Festival, which began in 1996 and has grown to become Asia's premier film festival, along with director Park Chan-wook's "Oldboy," which won the Jury Prize at the Cannes Film Festival in 2004, were cited as key examples.

From K-Beauty to K-Food: The Expanding Influence of Hallyu

The beauty industry in South Korea is expanding globally, rooted in the influence of K-Pop and K-drama stars.

NYT referred to this as "K-beauty," stating that "the meticulous skincare routines of Korean celebrities have established a global skincare standard among younger generations."

Currently, South Korea ranks as the third-largest cosmetic exporter in the world, trailing only France and the United States.

In the food sector, the influence of Hallyu is distinctly visible as well. Korean dishes, such as spicy chicken ramen and gimbap, have gained global popularity due to social media and the Netflix cooking competition "Street Food: Asia." By the first quarter of 2024, exports of South Korean agricultural products are expected to have increased by approximately 10% compared to the previous year, recording the highest figures ever.

Obstacles to the Spread of Hallyu and Future Challenges

However, NYT pointed out the practical constraints facing the global dissemination of South Korean culture.

It highlighted the unofficial ban on K-Pop performances by China following the deployment of the THAAD missile defense system in 2016, stating, "Geopolitical tensions are becoming obstacles to the spread of Hallyu."

Furthermore, it noted, "Compared to cultural powerhouses like the United States, France, Italy, and Japan, which have international influence in areas such as cuisine, fashion, and film, South Korea still has a long way to go."

South Korea's cultural exports account for only a small share of the global market, and experts conveyed that it is still too early to determine whether we are witnessing the peak of Hallyu or if there will be long-term sustainability.

NYT also brought attention to the issue of discrimination against foreigners as a task facing South Korean society.

A foreign student from Thailand shared in an interview, "There is always a certain level of discrimination as a foreigner, and I have learned to accept it."

NYT added, "According to a study by the South Korean government, many foreigners have reported experiencing various forms of discrimination."

Image Sources: Netflix's "Squid Game 3," the film "Oldboy," and images for illustrative purposes for this article / News1, Facebook 'bangtan.official'