This study aims to empirically assess the influence of K-pop music on the perception of South Korea as a desirable travel destination among foreign K-pop fans. Investigating the multifaceted...Show moreThis study aims to empirically assess the influence of K-pop music on the perception of South Korea as a desirable travel destination among foreign K-pop fans. Investigating the multifaceted factors that attract visitors, including the roles of government initiatives and corporate efforts, the research explores the significance of K-pop within the broader context of influences on foreign K-pop fans’ decisions to visit South Korea. Through survey data collected from 1751 K-pop fans, the results demonstrate that K-pop has a substantial impact on their perception of South Korea, contributing positively to the country's image as a tourist destination. Furthermore, the research underscores the continued value of government and corporate efforts to attract visitors, particularly through the creation of K-pop-related locations for fan visits. While K-pop does not emerge as the primary motivational factor for half of the respondents, it emerges as the most influential factor shaping the intention to visit South Korea.Show less
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...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
In the last two decades, K-dramas have garnered interest among global audiences as a part of the Korean Wave. The Korean government responded by actively using K-dramas as a soft power resource to...Show moreIn the last two decades, K-dramas have garnered interest among global audiences as a part of the Korean Wave. The Korean government responded by actively using K-dramas as a soft power resource to create a more favourable image of South Korea. Among studies on the creation of soft power through K-dramas, there is a lack of studies on European countries. Hence, this thesis aims to partially fill the gap by analysing various theories on how K-dramas reach and maintain their audience, and ensure a lasting impact to create soft power, and apply them on Dutch K-drama viewers. The hypotheses were tested through a survey, which revealed a relation between the amount of K-dramas watched, the frequency of watching K-dramas, and the degree to which respondents considered themselves to be K-drama fans. Direct questions about various aspects of Korea showed that many K-drama fans were more favourable of Korea, demonstrating the creation of soft power through K-dramas in the Netherlands.Show less
In the last four years, South Korea exported more cosmetics to Europe than ever before. When thinking about the reasons the amount of export increased significantly more in the last couple of years...Show moreIn the last four years, South Korea exported more cosmetics to Europe than ever before. When thinking about the reasons the amount of export increased significantly more in the last couple of years, the most probable reason appears to be the Korean Wave. The Korean Wave, which has been an international sensation, has also reached Europe. In the form of music, movies, and dramas did the soft power of South Korea become more visible in some European countries and did it also lead to an increase in popularity over the years. With different primary sources regarding the Korean Wave and Korean cosmetics, this study attempts to discover whether there is a connection between the two variables.Show less
This thesis examines how the South Korean government has been involved with the spread of the Korean Wave and explores how these involvements have influenced South Korea’s public diplomacy. By...Show moreThis thesis examines how the South Korean government has been involved with the spread of the Korean Wave and explores how these involvements have influenced South Korea’s public diplomacy. By examining both academic literature and the official Diplomatic White Papers released by the Korean Ministry of Foreign Affairs ever since 2006, this thesis will examine the policies that different Korean governments have created in support of the Korean Wave. By splitting the Korean Wave into three eras, the thesis will provide a comprehensible overview of the courses that different governments have taken. Additionally, this thesis will show how actively the Korean government has utilized the Korean Wave in its public diplomacy and nation branding.Show less
Taking the discourse of fan cuồng K-pop (K-pop fanatical fans) as departure point, this thesis draws on narratives collected in the online research to provide insights to the particular experiences...Show moreTaking the discourse of fan cuồng K-pop (K-pop fanatical fans) as departure point, this thesis draws on narratives collected in the online research to provide insights to the particular experiences of Vietnamese K-pop fans constituted by their interpretative formations and culturally constructed subjectivities as a result of actively consuming, internalizing and negotiating the K-pop/idol culture that they inhabit.Show less
The thesis will delve into several factors of the anti-Korean Wave movement in Japan. First of all, the reason for discussing this topic is that the majority of available analysis on the Korean...Show moreThe thesis will delve into several factors of the anti-Korean Wave movement in Japan. First of all, the reason for discussing this topic is that the majority of available analysis on the Korean popular culture in English mainly touches upon the positive sides of it, the improvement of South Korea’s image abroad. The negative parts and the backlash have been for the most part forgotten by English-speaking researchers and journalists. Furthermore, the Japanese case is arguably unique, as the anti-Hallyu movement only became truly visible in this country through protests and online discussions. Another aim of the thesis is to connect the anti-Korean Wave movement to the anti-Korea sentiments, which can be proved to overlap in many senses.Show less
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
In this thesis the aim is to work on questions related to soft power in the cultural policies of the Lee government. As previous research on hallyu had been focusing mainly on the reason of its...Show moreIn this thesis the aim is to work on questions related to soft power in the cultural policies of the Lee government. As previous research on hallyu had been focusing mainly on the reason of its spread, presidencies in the early stages of hallyu, the economic aspects of hallyu and research dealing with state power was more focused on South Korea’s engagement in military peace operations and development aid not much could be found on the relation of the Lee government with cultural soft power. Even though this was eminent in his cultural policies throughout the years. Therefore this thesis focuses on the questions of how the Lee administration’s goals and uses of soft power are reflected and pursued in the cultural industry policy. How does the government see the use of cultural policy for economic and image goals and why this is deemed important. These questions were researched in a framework of soft power as coined by Joseph Nye and this framework was used while analysing the cultural White Papers that were published during the five years of Lee’s presidency. In the end the concept of soft power is very applicable to South Korea and its situation. If one were to catch the importance of soft power to South Korea in one word it would be: visibility.Show less
