Look South: New Direction of South Korean Cultural Content Export post-THAAD’s Ban

Annisa Pratamasari, Sasha Syaifani, Emanuella Toreh

2018

Abstract

State-led development and synergy with chaebols have been the most prominent features of South Korean government since the dictatorship of Park Chung-Hee. Even after the new wave of democracy engulfed the country, this feature remained, albeit much less restrictive. These characteristics are also reflected in Korean cultural policy, which was also used as one of the main export engines since the 90s. Cultural content export, despite newly-established, has been tremendously profitable for both states and corporations in South Korea. It has consistently increased in export rate and sales in the last decade. However, in 2016, Chinese government announced ban for cultural content export from South Korea, making both government and corporations of South Korea were scrambling to look for a new market for its export. Hence, they started to enhance their export to Southeast Asian countries as the new lucrative market they can aim at. This paper aims to highlight the political-economy of Hallyu and underline the synergy between state’s cultural policy and corporations’ marketing strategy in Southeast Asian countries post-THAAD ban by China. In order to limit the research, it focuses on the expansion of Hallyu in Thailand and Indonesia post-THAAD ban. It employs a descriptive method to explain and validate the link between state policy and corporation’s marketing strategy. The findings show the correlation between THAAD ban and the increase of Hallyu expansion in Southeast Asia, as indicated by growing list of events in both Indonesia and Thailand.

Paper Citation

in Harvard Style

Pratamasari A., Syaifani S. and Toreh E. (2018). Look South: New Direction of South Korean Cultural Content Export post-THAAD’s Ban. In Proceedings of Airlangga Conference on International Relations - Volume 1: ACIR, ISBN 978-989-758-493-0, pages 230-238. DOI: 10.5220/0010275500002309

in Bibtex Style

@conference{acir18,
author={Annisa Pratamasari and Sasha Syaifani and Emanuella Toreh},
title={Look South: New Direction of South Korean Cultural Content Export post-THAAD’s Ban},
booktitle={Proceedings of Airlangga Conference on International Relations - Volume 1: ACIR,},
year={2018},
pages={230-238},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010275500002309},
isbn={978-989-758-493-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of Airlangga Conference on International Relations - Volume 1: ACIR,
TI - Look South: New Direction of South Korean Cultural Content Export post-THAAD’s Ban
SN - 978-989-758-493-0
AU - Pratamasari A.
AU - Syaifani S.
AU - Toreh E.
PY - 2018
SP - 230
EP - 238
DO - 10.5220/0010275500002309