W1 Introduction(1)

Korean Popular Culture: Korean Wave "Hallyu"

Understanding Popular Culture

• Definition of Popular Culture: A collection of ideas, perspectives, and phenomena that are prevalent in mainstream society.

Importance of Studying Popular Culture

• Creation of Meaning: Helps understand how individuals create meaning in their lives.

• Social Navigation: Reveals how people navigate their social realities.

• Interpretation of the World: Demonstrates how cultural texts are interpreted.

• Social Inequalities: Exposes societal inequalities and contributes to broader social changes through everyday interactions.

Reasons to Study Korean Popular Culture

• Cultural Engagement: Students express interest in studying culture, particularly in relation to contemporary genres like K-pop.

• Market Dynamics and Impact: Understanding the interrelationships between different music genres and how fan bases are shaped by marketing strategies.

Historical Context of the Korean Wave

• Exhibition: "HALLYU! THE KOREAN WAVE" was hosted at V&A South Kensington from September 2022 to June 2023.

• Streaming Statistics: In 2023, K-pop artists saw significant streaming growth, with notable figures for popular groups such as BTS and BLACKPINK.

Course Overview and Timeline

• Weekly topics include an introduction to the Korean Wave, development of K-pop, Korean cinema like "Parasite," and the socio-economic impact of Korean dramas and reality shows.

What is Hallyu?

• Definition: The "Korean Wave" refers to the growing international interest in South Korean culture, particularly in music, film, and fashion.

• Phases of Hallyu:

  • Hallyu 1.0 (1997–Mid-2000s): Focused primarily on East and Southeast Asia, marked by a one-directional cultural export.

  • Hallyu 2.0 (Mid-2000s–Mid-2010s): Characterized by the rise of K-pop and increased international engagement through social media.

  • Hallyu 3.0 (Mid-2010s–Present): Incorporates globalization, showcasing South Korean content through platforms like Netflix.

Cultural Influence and Economic Impact

• The Korean Wave has led to economic growth, including significant increases in tourism and cultural exports. Notable government initiatives support the soft power of Korean culture globally.

Conclusion and Reflection

• Future Implications: The Korean Wave brings both positive and negative effects on cultural perceptions and the globalized dissemination of cultural products. Discussion questions encourage reflection on the future trajectory of Hallyu and its impact on both domestic and international scales.