Source: Channelnewsasia
S.Korean govt plans bigger push for Korean Wave products abroad
By Victoria Jen,
Channel News Asia
Posted: 30 December 2009 1316 hrs
SEOUL : It all started with the popularity of Korean dramas, which quickly captivated millions of fans around the world.
Since then, the Korean wave has triggered a surge of demand for all things Korean.
Japan and China are the biggest buyers today and the South Korean government has even bigger plans to boost the wave further.
In July, it opened Star Avenue in Seoul and the memorabilia hall of Korean stars has already drawn more than 43,000 visitors.
On display are costumes, accessories, and various other items donated by the stars such as a leather vest worn by Korean pop star Rain and the hand print of popular actress Choi Ji Woo.
Here, you can get up close and personal with your favorite star, put on the costumes they wore, and even pose as one of the characters or send an email to your favorite star by using a touch screen computer.
"Everyone I know likes watching Korean dramas, my mother likes them, I like them, my sister likes them and all my friends like them," said one tourist.
Thanks to the Korean wave, sites featured in popular Korean drama series like the Four Seasons House in Seoul have also become some of the hottest tourist attractions here.
It is believed the Korean drama "Winter Sonata" in 2002 started the Korean wave and it is so popular in Asia that the economic benefits generated by the leading actor Bae Yong Joon alone, is estimated to account for 0.1 per cent of the country's GDP in 2005.
And Korean stars aren't the only ones who reap the benefits.
The wave has also boosted demand for Korean products ranging from cosmetics, electronics, to automobiles.
Now, the South Korean government is also hoping to ride the Korean wave to polish its national image.
"Brand is collectively what we are... It is to project an accurate picture of where Korea today is, what Koreans are and who we are," said Samuel Koo, Chairman, Cultural and Tourism Committee, Presidential Council on Nation Branding.
The nation branding council plans to spend 100 billion won, or US$85 million, to correct Korea's negative image as a divided country choked by frequent street protests.
Organisers have also roped in its citizens to help with the campaign.
"When I get approached by foreigners, I try my best to help them with the directions and everything. You might think there's not a lot of things an individual can do. But if small changes can come together, we can actually make a big improvement and change eventually," said one citizen.
"I guess Koreans are very unified citizens, so as a citizen of Korea, I can participate more in the government's events or help foreigners to look around so that they can feel more welcomed. That way more people will come and more people will know about Korea," said another.
South Korea now ranks 31st on the Anholt Nation Brands Index, falling behind Japan, China and Singapore. But the council is determined to raise its ranking to 15th by 2013.
- CNA/il
Since then, the Korean wave has triggered a surge of demand for all things Korean.
Japan and China are the biggest buyers today and the South Korean government has even bigger plans to boost the wave further.
In July, it opened Star Avenue in Seoul and the memorabilia hall of Korean stars has already drawn more than 43,000 visitors.
On display are costumes, accessories, and various other items donated by the stars such as a leather vest worn by Korean pop star Rain and the hand print of popular actress Choi Ji Woo.Here, you can get up close and personal with your favorite star, put on the costumes they wore, and even pose as one of the characters or send an email to your favorite star by using a touch screen computer.
"Everyone I know likes watching Korean dramas, my mother likes them, I like them, my sister likes them and all my friends like them," said one tourist.
Thanks to the Korean wave, sites featured in popular Korean drama series like the Four Seasons House in Seoul have also become some of the hottest tourist attractions here.
It is believed the Korean drama "Winter Sonata" in 2002 started the Korean wave and it is so popular in Asia that the economic benefits generated by the leading actor Bae Yong Joon alone, is estimated to account for 0.1 per cent of the country's GDP in 2005.
And Korean stars aren't the only ones who reap the benefits.
The wave has also boosted demand for Korean products ranging from cosmetics, electronics, to automobiles.
Now, the South Korean government is also hoping to ride the Korean wave to polish its national image.
"Brand is collectively what we are... It is to project an accurate picture of where Korea today is, what Koreans are and who we are," said Samuel Koo, Chairman, Cultural and Tourism Committee, Presidential Council on Nation Branding.
The nation branding council plans to spend 100 billion won, or US$85 million, to correct Korea's negative image as a divided country choked by frequent street protests.
Organisers have also roped in its citizens to help with the campaign.
"When I get approached by foreigners, I try my best to help them with the directions and everything. You might think there's not a lot of things an individual can do. But if small changes can come together, we can actually make a big improvement and change eventually," said one citizen.
"I guess Koreans are very unified citizens, so as a citizen of Korea, I can participate more in the government's events or help foreigners to look around so that they can feel more welcomed. That way more people will come and more people will know about Korea," said another.
South Korea now ranks 31st on the Anholt Nation Brands Index, falling behind Japan, China and Singapore. But the council is determined to raise its ranking to 15th by 2013.
- CNA/il
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