Hanryu Contents in Post Corona Era
Due to COVID-19, the world is changing rapidly. To prevent further infection, social distancing and ban on gathering changed the life style in major ways, and decrease in production and consumption puts the global economy into a low growth period. Despite such difficulty, Korea’s quick and accurate response to corona pandemic has gained attention in the names of K-Medicine and K-Prevention.
As a result, Korea has left the impression to the world that Korea is ‘safe’, ‘clean’, ‘good’, ‘leading’, and perception of Korea has changed dramatically in the world. According to a survey by Korean Foundation of International Cultural Exchange on those with experience of Korean cultural contents, positive perception for Korea has increased in all areas compared to the survey in 2018, and positive perception has risen by 1.4% on average than 2018. Compared to 2018, the item that received the most positive perception is ‘participating in social contribution activities at an international level’, which is risen by 19% compared to 2018.
№1 cultural contents considered Hanryu is ‘K-Pop’, followed by ‘Drama’, ‘Movie’, ‘Korean Food’, ‘Fashion’, and they were surveyed at high points at 40% or more. In particular, in countries such as Indonesia, Malaysia, Taiwan, and Brazil, the response to “K-Pop” was more than 70%.
As a result of the survey on the willingness to consume paid Korean cultural contents, movie was ranked at the highest (43.7%), followed by drama (38.8%) and music (36.8%). The countries showing the willingness to consume paid Hanryu contents were India, Brazil, Thailand, Indonesia, and Turkey in that order.
For Hanryu after 2020, the government has named it ‘New Hanryu (K-Culture)’. New Hanryu is, unlike the previous Hanryu, discovering Hanryu culture throughout the Korean culture, and strengthening the connection with relevant industries such as consumables and service sectors. It refers to Hanryu with high level of continuity and ripple effect by striving for interconnected cultural exchange.
Characteristics of New Hanryu are contents diversification, post-Asian phenomenon, and spread through social network services. In addition, such spread is taking place as digital content platforms are spreading all over the world, and in various ways through social media platforms such as YouTube and Facebook. Contents through content platforms in fact are ranked at top 10 in Netflix, a major video platform, and K-pop is growing more popular through YouTube.
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