Have you noticed that any conversation around what Netflix is doing lately seems to result in an argument of “Sub versus Dub”? But for once, we’re not talking about anime. As popular as anime is, animation simply doesn’t appeal to a majority demographic, but K-dramas appear to be filling that gap. Where has this boom in Korean TV come from? And what are the benefits if it sticks around? Read on to find out.
The K-culture boom
The rise in K-drama hasn’t come out of nowhere, and it didn’t even start with BTS like a lot of people think. The “Korean Wave” or “Hallyu” refers to the rising popularity and influence of South Korean culture and entertainment globally since the 1990s. In the 90’s South Korea liberalized cultural policies, invested heavily in cultural industries, and promoted pop culture abroad. This allowed it to find new global audiences through increased distribution networks.
Granted, since then, there has been a secondary boom in the 2000s and 2010s. The boom took off through the 2000s as Korean entertainment companies like YG, JYP, and SM Entertainment developed a music production system focused on training artists in singing, dancing, and performing. This allowed the creation of K-pop’s characteristic blend of catchy tunes, impressive visuals, and polished groups. The 2012 viral hit “Gangnam Style” by soloist PSY introduced K-pop to mainstream Western audiences in an unprecedented way. BTS leading the wave has been monumental – achieving #1 albums, sold-out concerts in stadiums, and a supportive ARMY fan network mobilized through social media. The runaway K-pop boom has elevated South Korea’s biggest music acts to global celebrity and expanded their cultural influence exponentially, making them national soft power assets.
The K-drama boom
The growth of streaming services like Netflix and Hulu has been instrumental in bringing K-dramas to Western audiences. Promotions on the latest show like True Beauty are as exciting as a 32Red promotion. Platforms are licensing more Korean shows, adding subtitles, and promoting programs through recommendations.
But the appeal of K-dramas might be something more akin to the perfect mix of familiar and unfamiliar. K-dramas have mastered addictive serial formats borrowed from Latin American telenovelas. Cliffhanger episodes, star-crossed romances, and clever plot twists make them binge-worthy. Despite these “tropes” that we are all used to and perhaps even once made fun of, Western audiences find them refreshing deviations from common tropes in Western storytelling.
What’s the appeal?
It’s a valid question considering that in the vaguest terms, the East and West have historically very different cultures that haven’t come to meet in the middle in such an impactful way so far in history. The Wave has grown to encompass multiple facets of Korean pop culture – music (K-Pop groups), television (K-dramas on Netflix, etc.), film (Parasite, Train to Busan), fashion, beauty products, cuisine, and online media. The common thread is the growing international consumption and appeal.
Industry specialists cite excellent production values, mixing traditional Korean elements with global styles, fantastic social media marketing to international youth, and the attractive, polished look of K-Pop groups as factors driving interest and loyal fandoms.
What does it mean for the future?
The growing Western embrace of Eastern culture, including Korean pop culture, has the potential to yield several benefits for the West, such as the promotion of cultural diversity, which is sure to result in new artistic and literary endeavors that are enriching for the consumer.
Additionally, the global success of Korean entertainment, often addressing universal emotional truths, helps counter Orientalist stereotypes of Asian cultures as rigidly conformist or inscrutable.
The rising interest boosts tourism to Korea, with K-pop/drama fans keen to visit filming locations. It also showcases Korean products and fashions to new audiences. This expands economic ties between the West and Korea through trade, investment, etc.