NationThailand-Feb 21
South Korea’s success in promoting its soft power is a result of government support and its “Hallyu” policy of exporting culture, music, entertainment and style, according to discussions among PhD students at NIDA. South Korea’s export of pop culture in 2019 generated $12.3 billion and the band BTS alone generated an estimated $3.5 billion, as reported by the Hyundai Research Institute. The Global Soft Power Index by Brand Finance, a global brand valuation consultancy, ranks each country’s global familiarity, reputation, and influence, paired with seven categories every year. South Korea ranked No. 12 out of 120 countries in 2022, while Thailand ranked No. 35. Former South Korean president Kim Dae Jung pushed the policy of “Culture, Creativity and Content” in 1998 to adjust the country’s economic model in developing a knowledge-based economy. It marked the beginning of Korean culture and projection of its soft power and commercialiation today, said Natthadet Joseph, ex-DJ of Thailand’s Tofu Pop Radio. Movie Phenomenon Facebook page admin.
Hallyu refers to the global popularity of South Korea’s cultural economy through export of K-culture, K-pop music, K-seriesand movies, and K-style, according to the Observer Research Foundation. But “the agenda of soft power in Thailand is still unclear. We need an emotional attachment to make it work,” said Thanayod Lopattananont, researcher in Asian security and cultural relations, Chulalongkorn University. Read more at: https://www.nationthailand.com/thailand/general/40025059
