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...Show moreThis 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.Show less
