Understanding the Potential for a Hallyu “Backlash” in Southeast Asia: A Case Study of Consumers in Thailand, Malaysia and Philippines

Abstract

Korean cultural products (known as Hallyu) are now the dominant incarnation of East Asian culture throughout Southeast Asia and have introduced consumers to Korean industry, cosmetics, and culture. Recent work has concentrated heavily upon this region and the new dynamics Southeast Asian countries can offer to the study of inter-Asian cultural links, particularly during the political amalgamation of the ASEAN economic community. Yet in the more developed Southeast Asian nations of Thailand, Malaysia, and the Philippines, there is some evidence of a rejection of and animosity towards Hallyu products from consumers who are beginning to question and disapprove of the high number of Korean products in their countries. Through interviews with over 70 consumers dissatisfied with Hallyu across these three nations, this project identifies three main areas under which this potential for a Hallyu "backlash" occurs: perceptions of colonial-esque attitudes and cultural imperialism from Korea; the movement of Hallyu from an innovative new "high culture" to a static and out-of-date "low culture"; and the increasing availability of new and different international products that threaten to usurp Hallyu. Such evidence represents a potential change in East and Southeast Asian relations, as well as the long term difficulties inherent in using Hallyu as a vehicle to maintain Korean influence.

Gaining soft power by fostering science, technology,and innovation: dilemmas in international relations

“…While considered sources of Soft Power, STI can also affect a nation's Soft Power negatively. Ainslie et al, 26 analyse the recent rejection of Korean cultural products by consumers from the more developed Southeast Asian nations of Thailand, Malaysia, and the Philippines, mainly "attributed to the general inability of Hallyu's static, stable, and conservative products to keep up with the changes in this region" that negatively affect "naked ambitions of 'soft power' for Korean overseas" (p. 84). One of the cases described by Sonnevend 27 also relates to adverse effects.…”

The rise and fall of Korean drama export to China: The history of state regulation of Korean dramas in China

“…However, the spread of Korean popular culture often results in rejection or animosity toward Korean cultural products. Anti-Korean Wave phenomena have occurred due to various factors, such as historical conflicts, ideological concerns, and uneven trade balance between Korea and the recipient countries (Ainslie et al., 2017; Ryoo, 2009). In Japan, the popularity of Korean dramas triggered deep-rooted anti-Korean and nationalist sentiments among conservatives, which often manifest themselves on various websites.…”

Vietnamese Reception Of Soft Masculinities In Korean Television Dramas: Desires, Identifications, And Gender

“…His comment resonates with the link found by Ainslie et al (2017) Thi: You said earlier that you think people shouldn't depend on others, that no one should depend on anyone at all. That makes me think of Korean dramas, because in there they [the characters] live entirely for their lover, even die for their lover.…”

“…This chapter helps partly explain the backlash against soft masculinities in Korean pop culture highlighted in studies such as Ik Ki Kim et al (2014), Chen (2016), H. Lee (2017), and Ainslie et al (2017). I have focused on discussing viewers' aversion to Korean feminised masculinities as personally constructed rather than as part of a countering social attitude as in Chen ( 2016) and Kim et al (2014).…”