Leiden University Student Repository

Bucak, Serafina (2024)

K-Pop in the Netherlands: South Korea’s Soft Power

Bachelor thesis | Koreastudies (BA)

The Korean Wave, or Hallyu (한류), has captivated global audiences through the popularity of K-pop artists, Korean dramas like ‘Squid Game’, and films such as ‘Parasite’. This phenomenon has boosted South Korea’s soft power, motivating people to become fans. This thesis investigates whether K-pop, as a soft power tool, has a similar effect on audiences in the Netherlands. An open-ended questionnaire was sent to 12 K-pop fans and 11 non-fans as a control group. Thematic analysis reveals that the K-pop fan group shows they are motivated to seek out more Korean-related content and have a more positive perception of South Korea. In contrast, the non-fan group acknowledges South Korea’s growing positive reception but express uncertainty. A theoretical framework to analyze soft power has been established. The study suggests K-pop can positively influence perceptions of South Korea, contributing to its soft power, though this is more the case for people who are already K-pop fans as opposed...Show moreThe Korean Wave, or Hallyu (한류), has captivated global audiences through the popularity of K-pop artists, Korean dramas like ‘Squid Game’, and films such as ‘Parasite’. This phenomenon has boosted South Korea’s soft power, motivating people to become fans. This thesis investigates whether K-pop, as a soft power tool, has a similar effect on audiences in the Netherlands. An open-ended questionnaire was sent to 12 K-pop fans and 11 non-fans as a control group. Thematic analysis reveals that the K-pop fan group shows they are motivated to seek out more Korean-related content and have a more positive perception of South Korea. In contrast, the non-fan group acknowledges South Korea’s growing positive reception but express uncertainty. A theoretical framework to analyze soft power has been established. The study suggests K-pop can positively influence perceptions of South Korea, contributing to its soft power, though this is more the case for people who are already K-pop fans as opposed to those who are non-fans.Show less

Korean Wave

soft power

K-pop

the Netherlands

fandom

Author

Bucak, Serafina

Faculty

Faculty of Humanities

Supervisors

Park, J.H.

ECTS Credits

10

Language

en