Pop culture is big business in South Korea, and the government invests heavily in cultural productions – earmarking $440m in 2021 to the Korea Creative Content Agency (KOCCA), which funds and oversees shows, games for mobile and virtual reality platforms, fashion, animation and other endeavours. ![]() But it is merely the crest point of “hallyu”, the Korean wave of pop culture – and there is more to this phenomenon than meets the eye.įor at least three decades now, South Korea has been gradually increasing its soft power by stepping up exports of its pop culture in the form of K-dramas, K-pop and K-beauty, among others. The dark drama exploring themes such as capitalism and class disparities is Netflix’s most-watched series to date. ![]() ![]() The sweeping success of the South Korean show Squid Game is undeniable.
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