From the perspective of the Korean Cultural Revitalization Institute, the competition of countries in the global economy is increasing, and the cultural industry will become the "purple sea" (Red Sea+Blue Ocean) that leads the development of the country.Export investment can seize the opportunity.
Based on the key markets such as "Korean Wave" in key markets such as the United States and Southeast Asia will attract more and more audiences. The latest research report jointly released by Tiktok and Analysis Company Kantar predicts that 76 billion U.S. dollars (about 1016 (about 1016Based on the size of 100 million), by 2030, the global expenditure of the global Korean flow is expected to double to $ 143 billion; if you consider potential consumers, the total consumption may reach 198 billion US dollars.The expansion of global consumption Korean flow reflects the fierce force of Korean culture to the outside world.
Korean stream has a broad sense and narrow sense.The narrow sense refers to Korean popular cultural products composed of Korean popular music (K-Pop), Korean dramas, games, song and dance, comics, publishing, and cartoons.In addition to the above core products in the broad sense, it also includes peripheral products such as clothing, crafts and equipment. Some people even include the derivative industries such as planning, development, production and exhibitions, circulation and advertising services.However, based on the consumer entertainment characteristics of Korean stream products, the definition of narrow sense may be more accurate, and the vision involved in Korean stream consumption is much wider.
As a few national cultural trends outside Hollywood, the country where the Korean stream flows in first is Japan and China.However, the diplomatic mouth corners of China and Japan and South Korea have made Ha Liu quickly cool down in the market of the two countries; despite this, it is not completely defeated by Maicheng.Today, China is still the second largest exporter of K-POP records. Japan has also contributed 54%of the export volume of South Korean radio and television programs, and more than half of the Korean cultural content industry exports come from China and Japan.
It is worth noting that after the two largest exported countries in China lost their front skates, Han Liu quickly shifted his perspective to Southeast Asia, and quickly seized the atrium of many fans.A survey of South Korea ’s Broadcasting Corporation (KBS) shows that among the five countries of Malaysia, Vietnam, Singapore, Indonesia, and Thailand interviewed, more than two -thirds of the people in the five countries of Thailand have watched Korean TV programs, especially Korean dramas.In addition to sweeping Southeast Asia, the Korean Liu also spread to the Middle East, Africa, Oceania, and Europe and the United States.
The 2023 Global Korean Status Report released by the Korean International Exchange Consortium shows that as of the end of 2023, there were 225 million Korean Korean fans, an increase of 24 times from 10 years ago.; The number of Korean fans in the Americas increased from 31.5 million at the end of 2022 to 56.5 million at the end of 2023, an increase of nearly 80 %.At the same time, the number of global Korean stream clubs has reached 1,748, which has doubled in the past 10 years.
It can start a Korean storm and last for nearly a quarter of the world. It is first directly related to the strategic and policy guidance of the South Korean government.In addition to the Asian financial crisis established a strategy of establishing a cultural establishment and a strong cultural country, the South Korean government has also formulated a series of strategic planning and policies and regulations, including the national government's cultural industry's cultural industry vision for the five years of the development of the cultural industry of the National Government, and the revitalization of the cultural industry.Basic law, etc.Not only that, the Korean government also set up a separate cultural industry revitalization house for cultural promotion and dissemination of special divisions.The agency has now established a cultural business center in Beijing, Tokyo, London, and Los Angeles as the cultural industry base. This year, it plans to expand the center to 25.At the same time, South Korea has also established overseas cultural propaganda institutions, as well as institutions such as the Sejong Cultural Institute in Foreign Foreign Affairs.
In terms of fund supply, the Central Government of South Korea has set up a complete special fund, such as informatization promotion funds, broadcasting development funds, cultural revitalization funds, film revitalization funds, and publishing funds.At the same time, local governments have also created many cultural funds, such as the Seoul Cultural Consortium, Incheon Cultural Consortium, etc., and some large enterprises also have cultural consortia.It can be said that South Korea has established a cultural industrial fund system that government and the people have jointly integrated investment and operation.From the perspective of the Korean Cultural Revitalization Institute, the competition of countries in the global economy is increasing, and the cultural industry will become the "purple sea" (Red Sea+Blue Ocean) that leads the development of the country.See the opportunity.Therefore, before the Asian financial turmoil, the annual cultural industry budget was only billions of won, and the current annual funding of the South Korean government was tens of trillion won.
Idol lineup Changzhang is young and unsuccessful
The collection of commercial forces is also an important thrust that is radiated by South Korea.In Korean dramas, K-POP, Korean dance, and Korean games, the image of Korean stars not only is young and vibrant, but also happy and approachable.More importantly, Han Xing is often unveiled with the pleasing idol group lineup, from the earliest idol group h.o.t., to the most popular men's group group BTS (bulletproof juvenile group) and women's group group BLACKPINK, and Ran Ran RangshengThe newcomer group NCT DREAM and New Jeans, etc., have become famous and fame.The host and Xinrui, South Korea has a star combination without counting. It is them that Korean culture has found an active carrier for external output.
South Korea's large and small entertainment brokerage companies can be regarded as factories that make stars or love beans (editors: idols).Should be a star dream in the hearts of many young people, the brokerage company often batch the "stars" in batches through frequent drafts, and the selected rookies have been strictly trained as trainees.However, the proportion of trainee debut was only one thousandths. The brokerage company created the oversupply of Korean star capacity by mass production of celebrities, on the other hand, it made the stars stand out one by one at an amazing speed.While the "old" stars were under tremendous pressure, the entire idol lineup in South Korea also remained young, and then firmly stuck the fans' attention.
While creating local idols, in recent years, more and more Korean brokerage companies have begun to pay attention to the internationalization mechanism of celebrities.On the one hand, the star combination on the stage has a mix of "Korean Star+Alien", and the number of Hanxing accounts for the majority. A small number of foreign members can take the role of the emotional distance between the hostel fans;Dou Peicheng can speak a variety of languages, and there is almost no possibility. The "localized" star building has become a strategic trend. The audience also sees the Korean stars from different nationalities.This situation can not only enhance the affinity and recognition of the Korean stream, but also achieve the full collection of fans' photos on Korean products.In addition, Han Xing still sought to cooperate with Western hot singers and big -name film and television stars; in terms of physical content and external expression, Han Liu also joined Western elements such as hip -hop, hip -hop and rap.
Push the development of commercial value to the extreme
After the stars or idol lineups are manufactured, the next step is to promote it. At this time, it is the time for various streaming media and social platforms to show long -sleeved good dance.In addition to the Korean local online cultural and creative platforms such as Kakao, TVIn, Wave, and other internationally renowned platforms such as Netflix, YouTube, Tiktok, and X, they have settled in South Korea.The platform can not only effectively support the in -depth interaction between Han Xing and the fans, but also establish a close emotional circuit, but also further correction and improvement of Hanxing people.More importantly, the platform can use super algorithms to make cultural products chasing fans for celebrities, and mobilize fans' strong support capabilities;In the game's recharge), Han Xing's commercial value development was pushed to the extreme.
As another very important media character, Ali's Lazada and Southeast Asia's SHOPEE and other e -commerce platforms have played a strong assist in the commercialization of Hanxing IP.Effectiveness.Based on Han Xing's "entertainment consumption" path, the e -commerce platform will actively seek cooperation with cultural and creative platforms to enhance the entertainment color and grasp of fans at the level of Hanpin marketing, such as Hanxing signatures and ticket gifts.At the same time, the e -commerce platform will also actively invite sellers who run Hanxing products to settle, and provide preferential support from expenses and technology.As for convenient resources such as platform logistics and brand malls, pushing the Korean stream products to all parts of the world, it is even more handicapped for the platform.
It is also worth noting that while standing on the global offline stage and online platform air outlet, more and more Han Xing has become a guest of the international brand.Except for less than two years of debut for less than two years, the Korean women's newcomer group New Jeans won the opportunity to cooperate with big -name manufacturers such as Apple, McDonald's, Coca -Cola and other big -name manufacturers. The European and American luxury industry endorsed by Western movie stars is also encountered by Hanxing's invasion and replacement. Among them, Chanel is currentlyAmong the nine global ambassadors, Korean artists accounted for the highest proportion of Korean artists, as many as three seats. The Korean men's group TXT also became the first brand ambassador for the group in Dior's history.At the same time, many members of New Jeans have won the title of Burberry, Gucci, and LV respectively.Image ambassador.
You can put a popular cultural label to your brand, and then create a topic of topic, and use Han Xing's blessings in the global ultra -high playback volume.In the past, the Korean idol portfolio also obtains a deeper endorsement from multinational companies. While allowing itself to grow into a super IP (editor: Internet buzzword, which refers to the possession of a certain result), Korean culture can also beSuccessfully "breaking" in a larger range.
The author is a director and professor of economics in the Chinese Market Society
