Korean girl group Blackpink was invited by King Charles to the Buckingham Palace State Banquet on the 22nd of November 2023. The week preceding this, the Korean boy band Seventeen was invited to grace the UNESCO Youth Forum with their presence. In 2022, United States President, Joe Biden, invited the septet of BTS, one of the world’s largest musical acts, to the White House. In 2021, BTS addressed the UN General Assembly. Over 6 million fans tuned in to watch BTS make their speeches and perform. This changed the trajectory of the world. While BTS undoubtedly paved the way and was the first of many things, the rest of the K-pop industry is now following suit. After an untiring effort, BTS levelled the playing field to where K-pop has now become an entity of its own, one that surpasses the fame that pop music as a whole has. All three of the aforementioned events can be positioned on a global scale—socially, economically and politically. This a testament to how South Korea has succeeded in penetrating the West, not only in terms of entertainment but politically as well, as a result of the Hallyu.
Korea’s soft power
The global phenomenon “Squid Game” captivated audiences in 94 countries, making it the most-watched show on Netflix to date. Showcasing its impact, the Oxford English Dictionary incorporated 26 Korean words. Internationally acclaimed K-pop group BTS not only dominated the charts but also met with U.S. President Joe Biden at the White House. The widespread influence of Hallyu, the “Korean wave” of culture, initially prominent in Asia, has now surged onto Western shores, spotlighted in a new exhibition at the V&A in London.
In 2022, approximately 178 million individuals globally have been influenced by Seoul’s “soft power,” according to the Korea Times, citing data from a South Korean organisation. This figure marks a significant increase from 2012 when the Korea Foundation began measuring the international impact of Hallyu, with only 9.26 million people being accounted for. The term “Hallyu,” meaning “wave,” encompasses various cultural products like K-pop, K-dramas, K-films, or Hallyuwood productions, all originating from South Korea, also known as Chosun or the Land of the Morning Calm. As mentioned in Forbes India, Vincenzo Cicchelli and Sylvie Octobre argue in their book “K-pop, soft power et culture globale” that Hallyu stands as one of the significant cultural phenomena of the early 21st century.
This cultural wave is more than just entertainment; it’s a substantial business. As described in the recent book “Shrimp to Whale,” which symbolises Korea’s rise from a small entity surrounded by giants, South Korea has made a triumphant journey from postwar poverty and trauma to a status that—while it still sees itself as a middle power—holds significant economic, technological, and cultural prowess. Jokingly referred to as South Korea’s “nuclear weapon,” one government source emphasises the nation’s formidable soft power—the ability to achieve objectives through attraction rather than coercion or payment.
As mentioned in The Guardian, Joseph Nye introduced the concept of soft power in the late 1980s. He proposes that it hinges on a nation’s culture, political values and foreign policies. As opposed to the straightforward accumulation of military assets for hard power, which often entails violence and bloodshed, building soft power initiatives is a more nuanced but successful process. However, it needs to be executed accurately. South Korea reached its zenith because it planted the seed strategically. On the other hand, China, which also has made substantial investments in soft power initiatives, has not yet yielded a global cultural phenomenon like BTS. This is because its approach is characterised by heavy micromanagement of cultural projects. Even though South Korea rode heavily (and one could say unfairly) on BTS’s hard-earned success that they earned more or less on their own, the country’s political bodies were able to capitalise on it for their benefit. Professor Nye suggests that China’s influence in soft power will remain limited as long as it continues to fuel nationalism and maintain tight party control over its cultural endeavours.
K-pop is ‘The Moment’
K-pop’s initial success can and should be attributed to Psy and his Gangnam Style (the music video that became the first YouTube video to achieve 1 billion views), boy band EXO who were conceived as a South Korean-Chinese group (promoting their songs in both languages and both countries), and BTS who emerged as the second best-selling artists in 2018 worldwide, and the only non-English speaking artist to reserve a spot on the chart. In 2019, the group contributed a staggering $4.65 billion to South Korea’s GDP, marking an enormous economic impact. They also achieved the milestone of becoming the first Asian band to surpass 5 billion streams on Spotify. Currently, as a group and solo artists, their achievements keep expanding in size and it has come to a point where it is difficult to keep count.
Music critic Kim Young-dae suggests that the solo careers of BTS members have revolutionised the landscape of K-pop, creating a new paradigm. During an end-of-the-year seminar organised by the Korean Foundation for International Cultural Exchange, he emphasised that the collective fanbase of each member holds more substantial influence than that of the group itself. Additionally, Kim highlighted the transformative impact of “the fourth generation of girl groups” on the K-pop scene in 2022.
K-pop has played a defining role in uplifting South Korea’s soft power, particularly by luring in young audiences globally. They tapped into an audience that has the power to influence the decisions made in the world. The genre’s widespread popularity is driven by its appeal to the youth, who are attracted to its dynamic music, stylish fashion, and charismatic performers. Creating a devoted and enthusiastic global fanbase has significantly contributed to fostering a positive perception of South Korea.
Beyond its popularity, K-pop has been instrumental in shaping South Korea’s image as a modern and innovative nation. Renowned for its cutting-edge technology and advanced production values, the K-Pop industry positions South Korea as a leader in the global music scene. This association with forward-thinking and technological prowess enhances the country’s attractiveness to young people worldwide.
Moreover, the South Korean government has leveraged K-pop as a tool for cultural diplomacy. By investing in and promoting the industry internationally, the government aims to strengthen diplomatic ties and improve the country’s overall image. Initiatives include sponsoring K-pop concerts and events globally, as well as organising tours for K-pop groups to perform in various countries, showcasing South Korea’s cultural richness on the world stage.
There will be further developments in the K-pop industry. They are far from done with expanding their reach. K-pop has already become a household name. Everyone knows what it is and the power it holds. As of now, there is clearly a shift in focus from a regional perspective, where previously uncharted territories such as South Africa and Asia are emerging as new realms for K-pop artists. This signals an ongoing process of territorialization in the fandom of K-pop. An indication that says that things are about to get even more interesting.
(Sandunlekha Ekanayake)