Korean Dramas and Films: Key Factors for Their International Competitiveness

Abstract

The Korean wave, which is the popularity of Korean entertainment outside Korea, is a fairly new phenomenon. Encompassing Korean dramas, films, and songs, it has been highlighted by international media outlets and scholars. Several prestigious newspapers and scholars attempted to explain the competitiveness of the Korean wave, but they have remained biased by missing, overemphasizing, or overlapping important success factors. To provide a more comprehensive and accurate analysis, this paper conducts a rigorous study on the competitiveness of Korean entertainment industry focused on Korean dramas and films with a comprehensive analytical tool, the generalized double diamond model. The results of this study provide evidences that the Korean wave is not a temporary phenomenon but a sustainable industry segment. For further enhancement of this important industry, this paper suggests useful implications, including international cooperation with other countries.

How Does Sponsorship Marketing in Korean Dramas Bring in Lucrative Business?

“…8, No. 1;2015 hallyu is even wilder with the broadcast of the music (k-pop) and it has been expanding since then.…”

“…The tactful method of using the shared similarity in spreading k-drama around Asian countries first was great because as Ho (2011) said that China was the world's second biggest economy after USA which indicates huge potential for sponsorship and many other business disciplines. In April 2011, three Korean dramas -Iris, Chuno (Slave Hunter) and Jeonwoo (Comrades) -had been purchased by a Belgium production for its broadcast right to air the drama in Europe (Dongailbo, 2011; as cited in Parc & Moon, 2013). Initially, the Korean drama was just spread geographically around East Asia countries but it had been expanded to many other countries in Europe, Latin America and the Middle East.…”

“…There are a few definite reasons as to why people would spend time watching Korean drama. Sung (2010) as cited by Parc and Moon (2013) had mentioned that the success of Korean dramas and films could be due to extracted factors such as nationalism; for example, as shown in Dae Jang Geum (Jewel in the Palace), which tells the tale of an orphaned cook who became the king's first female physician at a 16 th century royal court of Korea, and family values, which are derived from Confucianism and represent the real sentiments of East Asian lives. Likewise, Lee and Lee (2007) mentioned as cited in Parc and Moon (2013) analyzed the Korean drama with different variables of the good script writers, producers, the outlook of the actors and actresses and consistent investment; sophisticated Korean consumers and fervent preference for dramas for demand conditions which could also be one of k-drama attraction to many.…”

“…Sung (2010) as cited by Parc and Moon (2013) had mentioned that the success of Korean dramas and films could be due to extracted factors such as nationalism; for example, as shown in Dae Jang Geum (Jewel in the Palace), which tells the tale of an orphaned cook who became the king's first female physician at a 16 th century royal court of Korea, and family values, which are derived from Confucianism and represent the real sentiments of East Asian lives. Likewise, Lee and Lee (2007) mentioned as cited in Parc and Moon (2013) analyzed the Korean drama with different variables of the good script writers, producers, the outlook of the actors and actresses and consistent investment; sophisticated Korean consumers and fervent preference for dramas for demand conditions which could also be one of k-drama attraction to many. Next, the openness of television drama, that manage to encourage the viewers in using their imaginations to anticipate the development from episode to episode will also continue to provides viewers with the feeling of needing to continue watching it as they are eager for continuous feed of facts and what might happen next (Kim & Wang, 2012).…”

“…Next, the openness of television drama, that manage to encourage the viewers in using their imaginations to anticipate the development from episode to episode will also continue to provides viewers with the feeling of needing to continue watching it as they are eager for continuous feed of facts and what might happen next (Kim & Wang, 2012). Not to forget, the solid storyline of unconditional love is only one of Korean dramas' various stories (or themes) and the variety of story can be treated as strategy (Parc & Moon, 2013 addiction that is caused by the drama is also one of the reasons that people would spend time watching drama. Chua (2010) said that the TV dramas are seen as having a great potential in influencing is because of the effect that it has on people -commitment in continuing to watch the drama until the end and set aside certain hours to catch the drama in time -it can be seen that the given commitment can indirectly influence the attitude of viewers.…”