| Summary: | 碩士 === 中國文化大學 === 韓國語文學系 === 102 === Through the development of the internet and multimedia technologies, the Korean Wave (also known as Hallyu) has already gained immense popularity in Taiwan, China, Japan, and other Asian countries. Hallyu has also been rapidly establishing a strong foothold even as far as the Middle East, Eastern Europe, the US, and the UK.
As Hallyu gains momentum globally, the world is also introduced to the various cultural contents of the Korean Wave, and this has in turn boosted the Korean culture industry and economics with its high export value. “Made in Korea” products are now making inroads into the global market. Thus, the term Hallyu is reaping enormous economic benefits for Korea, including improving the status of Korea’s national brands and the overall impression of Korea to foreigners. The Korean Wave is manifested as a regional cultural trend signifying a triumph of Korean culture and upgrading Korea’s national image.
This study uses data from MCST (The Ministry of Culture, Sports and Tourism), ARKO (Arts Council Korea), KOFIC (Korean Film Council) and PCNB (Presidential Council on Nation Branding) to analyze Hallyu’s development and explore how the South Korean government and private enterprises use product placement marketing, storytelling, one source multi-use, hybrid strategies to establish and expand the culture industry and strengthen its national brand imagine in the world through TV dramas and K-POP.
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