Hallyu Wave and Tourism Oct 2013 Korea Tourism Organization Charm LEE 1 1
What is Hallyu( )?
1. What is Hallyu( )? From the beginning, the word strongly implicated "tempo rary" in the meaning Korean popular culture phenomenon Socio-cultural phenomenon of rising interest in Korean po pular culture Phenomenon where local Korean dramas, K-pop, movies, s games, performances, etc are popular and liked oversea 3
2. Origin of Hallyu The term "hallyu," or Korean Wave, first emerged in Taiwan - Used in reference to Korean companies and or products, not Korean Popular cultu re - The China Times ( )(1997.12.17) - ( (1997.12.25) - Ambiguity in definitions ( ) as Korean pronunciation was the same for ( ) Korean pop culture spread aggressively and Taiwanese media reportedly rep laced the Chinese character meaning cold ( ) with that meaning Korea ( ) to issue a warning against the competitiveness given the popularity of s hows imported from Korea in 1997-1998 Resource : Maeil Business Newspaper 4
3. Expansion of Hallyu Pop Cul ture expansion Fashion Medical Travel Food Hanguel Entertainment IT Eletronics 5
4. History of Hallyu 2003 <Winter Sonata> <Jewel in the palace> 1997 <What on the earth is Love> <Clon>, <H.O.T> K-POP 3rd Generation 2nd Generation World wide Japan, China, Asia, Mid dle East 1st Generation 1993 <Jealousy> China, South east Asia 6
Who Should We Target?
1. Analysis of Hallyu Fans- Gender Gender Male 10% Female 90% Reference : Korea Tourism Organization, Hallyu Survey 2011 8
2. Analysis of Hallyu Fans- Age Group Age Group 40s 8% 50s 6% 60+ 2% 10s 18% 30s 19% 20s 47% Reference : Korea Tourism Organization, Hallyu Survey 2011 9
3. Analysis of Hallyu Fans - Contents Favored Hallyu Contents Film 6% Other 7% TV Series 33% K-POP 54% 10
Hallyu Impact
1. Economic Impact of Hallyu Impact on Production Inducement, 2012 : USD11 billion Impact on Employment Inducement 372,000 67,000 120,000 2012 2015 2020 12
1. Economic Impact of Hallyu Economic Value $52.1 Bil $18.1 Bil $6.4 Bil 2012 2015 2020 13
2. Effects of Hallyu Elevate people s cultural pride Step from import to export of Culture & values - Guy Sorman (French philosopher and economist) Not many countries export product and culture concurrently except for; U.S.A, France, Germany, Japan and Republic of Korea. Spread Asian value and sensitivity - Patriarch, Family oriented, Confucianism Elevate Korea s national image and brand value 14
3. Hallyu Image Survey What people think Hallyu contents is - Most people think Hallyu as Korean Pop culture [Hallyu contents] 1st 2nd 3rd Drama K-pop Movie Food Products Fashion Travel Hangeul Culture Game Teakwondo Literature Sports Medical Resource : Korea Foundation of Cultural Exchange 15
3. Hallyu Image Survey What attracts people to Hallyu - Attractive Hallyu Stars - New and unique, never before seen contents Attractive appearance New and Unique High Quality Outstanding performance Exclusivity Professionalism Friendliness Resource : Korea Foundation of Cultural Exchange 16
3. Hallyu Image Survey Hallyu induced tourism - Induced visit, Improved image of Korea, Korean Cuisine Experience ranked 1 st to 3 rd -(Western Region) Korea related Product Purchase, Experience Traditional Culture, - had impacted image enhancement Want to visit Korea Want to learn Korean Improved of Korea s Image Want to learn Korean Traditional Culture Want to purchase Korean Products Want to taste Korean Food Resource : Korea Foundation of Cultural Exchange 17
Hallyu Tourism
1. What is Hallyu Tourism? Extended definition of Hallyu Tourism -Traveling to Korea and participating in tour activities to experience Korean Culture but not in activities that are directly hallyu related - Traveling to Korea to participate in activities that derived from hallyu Definition of Hallyu Tourism - Traveling to Korea for the purpose of participating in hallyu related tour acti vities It can be said that hallyu tourism started in the 1990s with TV drama seri es gaining popularity and Japanese tourists visiting the filming location s 19
1. What is Hallyu Tourism? Korean Food K-POP Korean Make-up Korean Fashion Visit Korea Korean Language Korean Culture -K-POP Concert - Gourmet Tour - Shopping Tour - Language Course - Cultural Travel Resource : Korea Tourism Organization 20
2. Hallyu Travel products - Concerts Korean Pop Artists Concerts 21
2. Hallyu Travel products Fan Meeting Fan Meeting Packages Total Tourist 6,450,000 Hallyu Tourist s(%) 2007 2008 2009 2010 6,890,00 0 7,820,00 0 8,800,000 11.8% 10.6% 8.6% 10.1% 10% of tourists are hallyu tourists Hallyu Tourist s 760,000 730,000 670,000 890,000 22
2. Hallyu Travel products Filming Location Drama filming Location Nammi island visitor statistics in 2012 Thailand 164,000 Taiwan 104,000 China 82,000 Malaysia 44,000 Indonesia 31,000 Hongkong 18000 Singapore 12,000 Japan 10,000 Other 37,000 Total(113Countries) 503,000 Resource : Joongang Daily 2012.10.31 23
2. Hallyu Travel products - Education Korean Language - Overseas students studying Korean language increased by 4 times in 7 years 2005: 23,000 -> 2012 : 93,000 (164 Countries) 2005 23000 2007 49000 2009 76000 2012 93000 Resource : Ministry of Education 24
2. Hallyu Travel products - Education Popularity of Korean language grew since SM artists performed in Paris in June 2011 Korean Class offered at the French Cultural Center in Korea earned so much popularity that people li ned up from dawn to register Test of Proficiency In Korean(TOPIK) applicants 116,000(2006) 745,000(2011) (Cumulative figure) 25
2. Hallyu Travel products - Music Show Music Show 26
2. Hallyu Travel products Dance School Dance School 27
2. Hallyu Travel products - Bueaty Cosmetic / Fashion boutiques & Spa 28
2. Hallyu Travel products - Wedding Wedding Photography Package 29
2. Hallyu Travel products - Cafes Hallyu Cafes/MD Shops 30
2. Hallyu Travel products Books written by Korean Celebrities 31
2. Hallyu Travel products What attracts people to Korea? Eat what Koreans eat Play how Koreans play Visit where Koreans go Wear what Koreans like to wear The best way to make experience of authentic life in Korea! 32
2013 Media Campaign with Hallyu
1. 2013 Campaign Strategy TARGET CONTENTS MEDIA should be aligned. 20s-30s Group Target Contents Icons of Korea Media Online & TV - 34 -
2. 2013 PSY s Wiki Korea Campaign
2. 2013 PSY s Wiki Korea Campaign Facebook Twitter Weibo - 36 -
2. 2013 PSY s Wiki Korea Campaign
2. 2013 PSY s Wiki Korea Campaign
Thank You!