Introduction
There is a growing trend of globalization of Korean television dramas and TV miniseries in Asian countries as well as western nations. These movies and television dramas have been very popular in countries like Hongkong, Taiwan, Singapore, China, and Japan. This globalization of the Korean entertainment industry and its actors has created a new culture, which has been introduced as the Korean wave or Hallyu. Hallyu refers to the Korean culture as propagated by the influence of movies, music, and fashion. This wave has had a dynamic impact on the world platform since 2004 with the introduction of two highly influential Television miniseries named “Winter Sonata” and “Jewel in the Palace”(Dae Jang Geum). The forceful and dynamic impact of the series has influenced people’s everyday life with its well-rounded characters, and rich cultural content. Korean wave reflects the national pride of Korea, by introducing historical Korea to the neighboring countries. Korean television has strongly given impetus to the Korean economy in the areas of trade and tourism.
‘Hallyu’ is the trend, which has emerged with the popularity of the South Korean popular culture, in major Asian countries as well as western nations. It is the exposure of the Korean cultural media such as TV dramas, movies, and pop music along with fashion. Some of the famous movie dramas like “Winter Sonata” and “Jewel in the Palace”(Dae Jang Geum) have an impact on millions of tourists who visit Korea. These tourists bring in great revenue for the country and help establish a strong Korean image on the world platform. The Korean TV industry has been a model for many Asian countries and has been used as a tool to give a boost to the economic value and expansion of the cultural influence. The popularity of Korean TV dramas rests on several factors which is responsible for the success of the TV drama on the world platform and global market. There are four bodies of the Korean TV industry that collectively impact the success phenomenon; these are Government, TV Stations, Production companies, and TV dramas creators.
The impact of Hallyu in promoting positive cultural awareness is phenomenal; it has brought rich interest and positive inclination towards Korean popular culture such as TV drama, movies and music. This has also led to the expansion of Korean cultural experiences like lifestyle, food, fashion and tourism. The popularity has reached its apex in 2003-2005, with broadcasts ranging from neighboring countries to western countries.
‘Winter Sonata’ is one of the most successful TV miniseries in the history of Korean television. It has the powerful force to touch many women of all ages throughout the Asia. It is a complex love story with very powerful casts and strong storyline. There is intrigue in the plot backed by good acting and very memorable scenes in the backdrop of winter in South Korea. The melancholic music is a beautiful blend with the scenery. (Lee, 2005). The direction of Yun Seok Ho is powerful and crafty, and it presents a complete mastery of the cinematic techniques which touches ones heart. The use of sound and visual is very effective in capturing the imagination of the audience. The most fascinating part of the portrayal is the theme of love presented in all its complexities in this ever changing society. (Lee, 2005).
Interestingly, an analysis of the net gross contribution made by the Korean television drama accounts for “ USD $ 714 million in the year 2004”( Yu, 2008). This has been reported by the ministry of Culture and Tourism. ‘Dang Jang Geum’ acclaimed huge success worldwide, in Asia as well as in US. It was first aired in 2003, and instantly gained popularity in Taiwan followed by highest ratings in HongKong’s TV history. Then the drama was aired by AZN network, a television network targeting Asian audience and was well received. The Korean wave has been quite a cultural phenomenon in Asian countries as well as western nations. “According to Asia Times, when the show’s finale played in the San Francisco Bay area, more than 100,000 fans tuned in, landing the show higher ratings in that time slot than ABC’s Extreme Makeover, Warner Brothers’ Starlet, or PBS’ Live from Lincoln Center. In Japan, Dae Jang Geum aired its first episode on October 8, 2005, on NHK.”(Yu,2008).
Literature Review
Impact of ‘Winter Sonata’ on tourism and culture
The impact of ‘Winter Sonata’ has been tremendous on the tourism and cultural promotion also affecting the economy.
It has been considered one of the most influential and most successful TV dramas in the history of Korean television industry. The impact has been strongly felt in the Asian countries as well as in the West. There has been reported obsession towards the leading actor of this drama Bae Yong Joon in Japan. This has been noticed especially among Japanese women. The widespread impact of the series is phenomenal. It was reported by Dai-Ichi Life research Institute of Japan that recently the economic effect of the miniseries has reached “230 billion yen or 2.3 trillion won in Japan and Korea”(. Meetaveevinij,).
This has been the outcome of explosive tourism which has been promoted with regard to ski resorts and hotels featured in ‘Winter Sonata’ and also the popularity of the souvenirs and other indirect promotional artifacts which give boost to the economy. Interestingly it has been studied and reported that most the women who are hooked to the powerful force of the miniseries are women in their 40’s and 50’s.This is so evident in Japan that one really questions the cultural imperialism aspect of the miniseries. This age group has been most discriminating in their attitude towards Korea based on historical background, since they saw the negative aspects like war and the periods of dictatorship. The fact this dram has been able to penetrate through the layers of hatred to changing attitudes of appreciation is remarkable.
The study conducted by Kim,S.S.S.,Agrusa, Lee and Chon from the department of hospitality have investigated into the effects of the Korean television (TV) drama series ‘Winter Sonata’ on the Japanese audience generating tourist flow from Japan to Korea. The reasons for the popularity of this miniseries has changed the perception of the people especially women. This perceived changed which resulted from the impact of the melodrama induced tourism and demand for soap opera induced products. The Japanese tourists visited locations featured in ‘Winter Sonata’. The miniseries has wide ranging impact on the relation between Japan and Korea. Majority of the Japanese respondents were in their 40’s who seemed to be influenced by the desire to take the Hallyu trip to Korea. (Kim, Agrusa Lee and Chon 2007)
‘Winter Sonata is typical television drama which has as an ingredient “love triangles, mistaken identities, unlikely coincidences and tragic accidents” (Han, 2008).The drama is an attempt to transcend the limitations of these above mentioned elements with powerful use of aesthetics, memory and nostalgia. In order to understand this it is important to take into account Korea and Japan’s conventionally edgy relationship since 1910. The memorable scenes and script along with good acting and intriguing plot, breathtaking winter scenery has been the catch which has attracted audiences from worldwide. “Winter Sonata’ is essentially a love story which has touched many contemporary themes. One of the classic theme is the duality of the character where dark and bright is personified as casts and characters. Joon Sang is embodied as a dark character and Ming Yeong as the bright character.
The identity problems can be seen in the same characters where Joon Sang is in search of identity of his father and on the other hand Min Yeong questions his own identity. Interestingly the drama captures three different reactions to the loss of love with Yu Jin’s sad disposition, Joon Sang who escapes to America and San Hyuk who attempts suicide and finally the drinking binge of Che Lin. There is also reference to the taboo in the form of incestuous love and there has been significance of fate which prevails in a forceful manner over the schemes and the designs of others to prevent the destined lovers from becoming one. ‘Winter Sonata’ has acclaimed its popularity on account of bold account of love in its various aspects. It has touched many aspects of love like “puppy love, first love, possessive love, lost love, parental love and true love” (Lee,2005). It reaches the sensitive touch of the audience as everyone in the audience at some point in life must have experienced one or more of the different shades of love, which urges them to empathize with one of the characters in the drama.
The production of ‘Winter Sonata’ in 2002, has been the golden nugget of production which as opened many doors throughout Asia in the sphere of political, social and economic exposure of the country. Korea has achieved through this miniseries which many years of dedicated politicians, social trendsetters and entrepreneurs have not been able to achieve. ‘Winter Sonata’ has been a phenomenal hit which taken by its wave the whole of Asian market. It has been making history in the sense it has along its path melted all cultural barriers, especially between Japan and South Korea. It has been very forceful in enhancing the image of South Korea and has effectively promoted tourism to the peninsula. It has created a new wave of fashion brand which has captured overseas market. It has also provided unimaginable profits for Korean entertainment industry. The main actors and the actresses of the miniseries have achieved the heights of international celebrities. (Lee, 2005).
‘Winter Sonata’ has created craze for all things which are South Korean, impacting the social-political impact on the government and the audience. Interestingly the tremendous impact has been recognized and looking at the ever increasing popularity of the TV drama across the borders, the Ministry of Culture and Tourism has awarded the Presidential Prize to its director, Yun Seok Ho, for his massive contribution in the promotion of the export and the cultural products.
The phenomenal impact which the miniseries had on Japan has baffled the analysts and astonished the media. Though South Korean drama gained popularity throughout Asia, Japan was late in catching up with the ‘Korean wave’. “Japan’s broadcaster introduced ‘Winter Sonata’ as the first South Korean TV drama shown on satellite channel in 2003.” (Lee, 2005). It is interesting to note that because of the popularity of the show it was aired twice in the same year. It has not only impacted the entertainment channels but has also encouraged learning through textbooks and CD’s about the Korean culture and trend. It has also impacted the music industry and the musicians. Travel agencies have also incorporated this phenomenon in organizing their tour packages that highlight the locations of shooting used in Winter Sonata. There has been cultural exchange of the stars, actors, musicians and other aspects in the light of the miniseries.
One can see the social impact of the TV drama in countries like China and Philippines in the area of “fashion, social trend and social behavior.”(Lee, 2005).Singapore has also been swept in the wave of the Hallyu. The impact can be seen from jewelry to telephone and fashion to music.
The real beauty and the power of the TV drama ‘Winter Sonata’ is in the fact that unlike most present day entertainment product which is filled with passion and sex appeal, ‘Winter Sonata’ is a sensitive portrayal of true feelings and real love in its purest form. It does not focus on nude and lustful contents which undermine the essence of true love. It appeals to the romantic fantasies of the women in her middle ages. The characters are realistic and aided with modern traits which exemplify charm, intelligence, thoughtfulness and success supported by finer characteristics like faithfulness and devotion to one’s lover. The hero of ‘Winter Sonata’ is not the typical commercialized macho man surrounded by women and power; but he is the charming man who displays distinguished qualities like sensitivity and compassion towards others and has the capacity to understand the emotional needs of the women which can be addressed through attentiveness and dedication and ever protective attitude towards her. The hero is enriched with traits which make him the pillar of sensitivity acknowledging the fact that his women need to be protected from any mental or emotional harm.
The present trend indicates that unlike past when South Korea was more known for exporting manufacturing goods , in the present the trend is leaning towards the export of entertainment products. The sensation of the popular TV dramas and movies have been described as the second boom which has emerged with ‘Korean wave’(Hallyu). The effects on the economy are quite encouraging leading to remarkable benefits in the entertainment and the tourism industry. The reports indicate that the “result from Korea and Japan alone are staggering with 1 trillion won in Korea and more than 2 trillion won in Japan (total:27 billion dollars USD). Japanese visitors accounted for 41.6% of the 1.99 million visitors to South Korea last year followed by the Taiwanese as the second largest group of foreign visitors, according to Korea National Tourism Organization(KNTO). According to the statistics for export of South Koreaan TV drama last year , Taiwan leads with 24.5%, followed by Japan with 19%, China with 18.6 % and Hong Kong with 3.3%.”(Lee, 2005).This trend indicated that in future the Korean wave for TV dramas will reach its impact in countries like Mexico, Egypt, Central America, Africa and even to other continents in the world. (Lee, 2005).
Impact of ‘Jewel In the Palace’ on Tourism and Culture
The Impact of ‘Jewel in the Palace’ has been highly promising for the Korean tourism industry. This drama which is based on the true story of the legendary girl (Jang Geum) who lived during the time of Chosan dynasty, represents Korea with rigid hierarchy and male dominated social structure. But the spirit of Jang Geum is shown strongly with her talented merit which allows her to become the first woman who climbs the ladder from the cook’s assistant to the royal physician of the king. The setting of the drama is historical in nature, it represents the culture of Korea with rich heritage as cuisine, herbal medicine, and traditional custom. There is great capacity for the drama to capture interest of the wide range of audience.
Initially this TV drama was exported to 17 countries which included Asian market, Arab and European market. The phenomenal popularity of the TV drama led to the construction of the ‘Dae Jang Geum Theme Park’ which has been the tourist attraction for many visitors who want to get the experience of richer aspects of their favorite TV drama. The main theme of the drama is the portrayal of the qualities like perseverance and tradition which is enwrapped in the royal court with focus on cuisine and traditional medicine.
The name of Jang Geum is the persistent heroine of the period drama. She rises from her low position as the palace maid to become the cook and eventually, rise to the level of the first female imperial physician in the history of Korea. The story is set about 500 years ago during the time of Chosun Dynasty, which was rigid period known for its hierarchical male dominated society. ‘Jewel in the Palace’ is based on the true story about the legendary girl (Jang Geum), who faced struggle and hardship, but succeeded in becoming the first woman to be the supreme royal physician of her time. She was by birth placed in a low class position in male dominated social structure. She overcame innumerable difficulties and social discriminations to achieve the status of the royal cook, and later be become the royal physician, in charge of Kings physical well being. She was awarded the title of ‘The Great Jang Geum’ or (Dae Jang Geum). Her life has been a journey of tests and triumphs which has tested her perseverance and passion for righteousness. It is heart touching story which is told beautifully.
The popularity of ‘Dae Jang Geum’ has been phenomenal in China. Most of the Chinese fans are addicted to the slow paced drama with historical Korean setting. The appeal of the exquisite Korean court food and fashion has matched the beauty and the grace of the beautiful actress Lee Yong Ae, who plays the title role. The deep cultural exposure has been the draw for many audiences. The popularity of ‘Dae Jang Geum’ has been interesting mix of suffering which is challenged by endurance and triumph over the hardship and final success over the turmoil. People have been attracted by her perseverance, purity and her kind feminine character. Her compassionate disposition which leads to resolution of many conflicts in her life is remarkable. The show awakens those traits in the audience and highlights the inherent positive trait in the nature of the humankind. It also reawakens the viewers in their inherent desire for truth compassion and tolerance.
The show has been forceful in presenting feminine beauty and persistence with a touch of balance. It has taught people values of living and honor. Many women are inspired by the exposure which reveals the proper code of behavior of a woman which is worthy of admiration-like grace, kindness, compassion and respectfulness. The beauty of the character of Jang Geum shines through her actions and choices she makes. Many fans would love to imbibe those qualities in their life. Her bravery is projected when even at the risk of her life she acts with qualities of “persistence, compassion, righteousness and dedication to justice.”(Yu, 2008)
The most touching part about her character is that strong ethical chord which connects her to her position. After she returned to the palace as a female doctor, she left behind the petty thoughts and feelings she had and embraced her position with the moral values of the doctor. She also gave up her hatred towards those who killed her mother and her teacher. She focused on her position and insisted on preparing the right kind of food for the royal guests as well as the king. She took the serious responsibility of attending to needs of the royal guests with her knowledge of medical science which she applied in the kitchen while preparing the right kind of food for her guests. As a royal cook she always considered the guests health when preparing food. She won high praise for her consideration, knowledge and dedication. Her steadfastness and care was appreciated by the ambassador, which gave her credibility. This gave her confidence to begin her treatment on the king even though she was a low class inexperienced female doctor. She got the opportunity and she proved her competency. She also demonstrated through series of situations that she was steadfast to her principles and her ethics and would give up her life but would not to things that were against her principles.
‘Dae Jang Geum’ has been a tremendous hit in China since it was aired in the year 2005. Interestingly, it’s fans include Chinese “President Hu Jintao and Wu Banngguo, Chairman of the National People’s Congress”(Yu, 2008). Reports from Chinese Central News Agency has reported that since the broadcast of the show in the mainland, the show has reached the rating of 18 percent with about 18 million people watching the show on a regular basis. It was also indicated that Chinese people like to watch the show as it seems to fulfill their lost dream which seems to be lost in the modern age ethical dilemma. The society has been inspired by the show to reflect upon their shortcomings which have been the search for the moral values that have been lost in the society.
With the TV miniseries like ‘Jewel in the Palace’ Koreas cultural identity has been established in the historical context which has sound appeal even in the modern times. Culture forms the identity of the nation and it is very common for the country to create cultural influence through the means of entertainment which creates dynamic phenomena in the neighboring countries. The historical reference of the show has been an influential factor in the revival of the old values in the modern context. South Korean culture has had its impact on Japan, China, Philippines and Hong Kong. The cultural influence with South Korea at the centre of the play makes few people uneasy and resentful. South Korea has been a solid exporter of entertainment industry and culture giving a boost to the tourism and the economy. (Yu,2008).
Reasons for the Popularity of Korean Drama
The critical analysis of the facts and figures which circle around the South Korean TV drama lads to few characteristics which supported the popularity and the success of the TV miniseries ‘Winter Sonata’ and ‘Jewel in the Palace’. The two dramas set in different period have had impact on the wide ranging audience and has triggered interest in South Korea as tourist destination leading to boost the economy as well as the entertainment industry. There are some pertinent factors which has supported this success these are:
Right Timing
South Korean drama appeared on the Asian platform at the right time when audiences were ready and eager for some thing cultural and historical which was based on true universal values. Interestingly, earlier Japan was the leading country which produced the popular culture of Asia. But in 1990’s the relationship between China and Japan went worse and this was result of negative political relationship between the two countries. This was the right time when South Korean dramas emerged and projected values which appealed to the Chinese as well Japanese audiences. Japanese culture had also become very westernized, and people did not feel they could relate with Japan’s cultural products. This was the perfect time when South Korea could offer something which was different from Japanese culture as well western culture. It supported the ground on which the culture and the entertainment evolved to great heights with its magical story and sensitive portrayal of values of universal ethics.
Sound Balance Sound Balance between Modernism and Traditionalism
It is interesting to see dynamic integration of modernism and traditionalism in the South Korean TV drama. Directors work very effectively and sensitively to project the drama in the South Korean social-cultural landscape. There is beautiful balance which appeals to the traditional and still holds the interest of the modern youth. The representation of the family values, purity before marriage, love and innocence are some of the characteristic features which give universal appeal to the Korean TV drama. Korean TV dramas negotiate between the present cultures with modern touch as well keep alive the values of the old culture. This is reason Korean TV dramas have been able to serve the needs of the Asian audience who live in modern age with modern society appeal, but still hold on to the old culture and value. This sound balance between the modern and the traditional is the core force which makes Korean TV dramas a real success to Asian households. This also provides a freshness to the western society which ha been bombarded with sexual and lustful content.
Attractive Story
Korean TV dramas center on realistic and attractive story which makes which is full of sensitivity, complexity and intricacy. This is one of the chief reasons for the popularity of the Korean TV dramas in the neighboring countries as well as in the west. The storyline has Cinderella appeal with magical beauty and realistic anticipation. Scriptwriting has been analyzed as the key for the success of the Korean TV dramas. They stay with simple storyline which is intricate and delicate in the portrayal of the relationships. The characters are defined in such well rounded manner that audiences identifies with the trait in the character and get hooked to the final outcome of the situational crisis. Another interesting aspect which marked for the success of ‘Jewel in the Palace’ has been the leading and forceful female character. The target audience for most of the TV dramas is women audiences, seeing the female character in the lead role and winning position through the struggle and finally live happily with the man of choice has great appeal to the audience. The crux of the appeal lies in satisfying the emotional needs of the audience which Korean TV dramas fulfill very skillfully. The audience can relate to the story and wish that they experienced similar gratification.
Integration of Asian moral value
It is important to understand the basis of what motivates Korean cultural values. Korean society is based on the principles of Confucius, which is the root of Chinese as well as Japanese culture. Interestingly, Korean dramas like ‘Jewel in the Palace’ or ‘Dae Jang Geum’ which beautifully displays the ethics and morality which has been derived form Confucianism has been powerful in fulfilling the emptiness caused by core materialism in the present modern society. Hallyu has been the forceful link which has served as the bridge to bring together countries like Korea, Japan and China surpassing the barriers which has been caused as a result of confrontation based on nationalism. This provides a fresh appeal to South East Asian countries overcoming the national boundaries and historical concerns. In general Asian countries have been uncomfortable with long nurtured antagonism against Japan, the materialistic cultures presented by Singapore and Hong Kong with their pleasure seeking attitude and the Chinese hegemony in contrast to the cultural harmony. In this context South Korea has provided a fresh wave of cultural harmony which has been appealing and intriguing.
Actors and Actresses
Another factor which reinforces the powerful impact of the ‘Korean wave’ has been the powerful and forceful acting and gorgeous looks of the actors and actresses. The quality of Korean actors and actresses is one of the main reasons for the popularity of Korean TV drama. They can perform their respective roles realistically and well with sensitivity and emotion which makes the melodrama a success. Their acting is realistic and expression is sensible within the parameters creating a wave of fans which go a long way in the success of the TV drama. It supplies the fans with lots of emotion and drama backed by values and pure emotion. There is unique balance of emotion, acting, sensibility, sensitivity and good looks of the actors and actresses.
High Quality Production
There is a great potential in the Korean Broadcasting industry with fully equipped modern television technologies in the late 1980’s and 1990’s. There is also great support from the investors to meet the need for higher budgets. There are many well reputed broadcasting companies which have turned their attention to the production of dramas. Interestingly the Korean TV production has capacity for higher budget production which allows for higher production quality of the dramas. This leads to the high degree of competition which Korean TV drama industry provides in the global market. The competition from other Asian countries and the support form domestic investors allows for competency in the global market.
Low cost of production
The competition from the Japanese market is tough ground which provides for the secure position of the Korean TV drama market as far as export is concerned. The low cost of production makes it sanely available for countries to try out the new and good quality TV dramas released from Korea.
In many countries the cost of production of Korean TV drama is lower than even the local TV programs which makes it very suitable form economics point of view. This also secures the level of popularity as well as the rating. This is one of the reasons there is still demand for Korean TV drama in the global market.
Strong Teamwork
Korean television industry is well structured entity which has nurtured good and efficient team of strong directors, producers and scriptwriters. The real success of the TV drama comes from the harmonious teamwork of these three entities. This also accounts for the fact that every segment in the industry works effectively and efficiently to boost the productivity of the mission.
Research Methodology
The research is based on the qualitative research which uses search of initial information from the secondary data which includes articles, documents and websites of related organizations. There is also comparative analysis of the TV programs from main Korean TV stations. It also includes interviews and comments made by people who work in the Korean TV industry. There is comparative analysis which summarizes the key success factors of the Korean TV industry which leads to the success of the Korean TV dramas in a global market.
The research framework uses focused interactivity between select target samples which impact Korean TV industry. These are Government which involves the Ministry of Culture and Tourism (MCT) and Korean Broadcasting Institute.(Yu, 2008). TV stations are the second in the body of organizations which include Munwha Broadcasting Corporation (MBC). The third in the category are the production companies like Olive Nine Co. Ltd. Lastly, and significantly are the Television drama creators which include Director, Producer and Scriptwriter of the Korean TV drama ‘Winter Sonata’ and ‘Dae Jang Geum’.(Yu,2008).
Conclusion
Korean TV dramas are highly successful in Korea, they also enjoy huge demand in the global market. This edge of competition is maintained by sound marketing strategy which includes use of international exposure through international exhibition in countries like Hong Kong, France, Singapore and Korea. Many times this exhibition is supported by the government. The strategy is to sell the TV drama and back it up with commercials and then invite the stars to promote the TV drama in other countries. This strategy works effectively to ensure the right exposure of the TV drama.
Many Asian counties supported the Korean wave to balance the popular Japanese culture. At present their television programs are overwhelmed by the Korean TV drama which is considered not just an entertainment. Zhang Guolin a Chinese actor has said “ China is becoming a giant in importing foreign culture and watching Korean TV dramas was tantamount to selling the nation” (Yu,2008).
There has been interesting response in the light of the tremendous success of the Korean TV dramas since 2002. There has also been concern reflecting the sense of ‘cultural imperialism’ which encourages a little restriction with regard to the permission granted to Korean TV drama for showing in foreign countries. Korea has flourished tremendously after 1998 Asian Financial Crisis, which put tourism at the bottom of the industry highlights. Korean movie drama opened new doors for the global market with the support of the government, production companies, creators of the drama along with the support from the global media. The influence of Korean TV drama has reached outstanding rating in the domestic market s well as global market. People have been charmed by the storyline, music, casts and the locations. This has created a new wave of Korean fashion and culture which has overpowered the nation’s cultural outlook.
‘Winter Sonata’ and ‘Dae Jang Geum’ has created a wave which has touched hearts of millions of audiences throughout the world. People are charmed by the storyline, the stars, the style depicted and the songs of the TV drama. There has been strong support from Korean government to promote the movie/drama in foreign countries. The traveling has become more accessible and people have been opened up to experience Korea based on the locations and style depicted in the two famous movie dramas. The values of true love and virtue are universal values based on the teachings of Confucius which have been embraced by people in the light of the setting and people are curious and drawn towards reliving such experience. The image which the TV dramas have created in the hearts and the minds of the people is strong and positive.
People have nurtured positive feelings about Korea which is supported by easy traveling mode. People are motivated to not only experience the lifestyle and the real life experiences of the people in Korea; but feel a deep connection with the values and the sentiments which are presented by the culture. The richness of the culture has been given an expression which invites masses for visiting Korea, giving a boost to the trade, tourism, industry and the country. This trend is marked by the globalization of the Korean television dramas and miniseries crossing all boundaries of nationality. This globalization of the Korean entertainment industry and their actors have contributed to ‘Korean wave’ called Hallyu, which refers to the Korean culture which has been propagated by the influence of the movies, dramas, music and fashion. The real boost has come from TV dramas ‘Winter Sonata’ and ‘Dae Jang Geum’, its forceful impact has influenced people from all walks of life and has given impetus to the Korean trade and industry in the form of tourism. The phenomenal impact of Hallyu in creating positive cultural awareness has been seen the style, the star, the song and the series. This has also led to the expansion of the Korean cultural experiences like lifestyle, food, fashion and tourism.
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