Leiden University Student Repository

Gunther, Malou (2015)

'Star Power' And The Korean Ministry of Culture, Sports and Tourism

Bachelor thesis | International Studies (BA)

This thesis studies how the Korean Ministry of Culture, Sports and Tourism (MCST) has used the Korean Wave, and more specifically kpop, as a tool to promote inbound tourism to Korea. It draws upon literature review, government publications, news articles, videos and promotional banners in order to draw conclusions on this subject. Through reviewing the publications gathered on the website of the MCST and researching the collaboration between the MCST and SM Entertainment, the importance of ‘Star Power’ behind the promotional intentions of the MCST becomes apparent, as well as the MCST’s larger cultural policy for the phenomenon of the Korean Wave.

kpop

Korean Wave

Ministry of Culture, Sports and Tourism

tourism

Author

Gunther, Malou

Note

Due to the limited knowledge of the author in the Korean language, research was bound to English resources. Any other knowledge that is not referenced to another author or source, was acquired by the author through 7 years of interest in the Korean Wave.

Faculty

Faculty of Humanities

Specialisation

East Asia

Supervisors

Han, N.

ECTS Credits

15

Language

en