Kim Daria

Hanyang University, Republic of Korea

Korean Hallyu: “soft” power or economic promotion?

For the present time, many scholars argue, what a state should apply in its foreign policy to gain benefits in international arena – “hard” or “soft power”. It is difficult to establish, which one is better and which one is more efficient? First, “hard power” is recognized with – country’s military complex and economic influence, the methods are – treats, intimidation, payment rewards, behavior- threaten and induce” [2.3]. Soft power is classified by cultural, educational and social influence, which force others do what you want. The behavior is to attract and to coopt; “the methods are inherent qualities and communication” [2.3]. The answer is no one can be fully efficient to one’s state policy.

After Seoul Olympic Games 1988 world discovered Korea, it was not that South Korea had not diplomatic relations with other foreign countries, however it established diplomatic relations also with communist countries and achieved its own place in the international arena.

Throughout its all history Korea was influenced by other countries, and had no experience of pressuring with force to others. First China was Korean world, and then different barbarian tribes, like Khitan and Mongolians, tried to contend with China for influence on Korean Peninsula. Then it was Russo-Japanese War 1904-1905, where Japan won and nailed down Korea as its sphere of influence. After WWII South Korea has become independent, and formed military alliance with USA. In 1945 the US consider Korea as barrier to Japan from communism expansionism. It invested money for Korean economy, because it needed a strong ally in Asia-Pacific Region, not just a buffer.

The US with its military troops in South Korean territory and not far away military base in the island Guam, keep security in South Korea from its neighbor. South Korea decided to take a bandwagoning type of international role. Bandwagoning refers to alignment with the source of danger when a state confronts a significant external threat. “Bandwagoning means capitulation and accommodation to pressure and acceptance of even illegitimate actions by the dominant great power” [5.21]. Sitting in “American wagon” Korea went throughout all the events of second half of 20^th century. However the new time possess new challenges for America, and therefore to Korea.

This security problem causes different obligation for South Korea. Hence, Korea still “listen to the USA’s advice” in political sphere. It doesn’t blindly follow all the directions of America, it has some independent points. How much the US tried to normalize relations between South Korea and Japan, the two members out of three in North-East Asian alliance, still the two countries relations seemed to be rather cold, out of economic ties, its barely can be seen political approach between them.

Being advanced country with export-oriented model of economy, South Korea cooperates with a lot of countries and its economic ties are very strong. However, in political sphere the Korean course is rather limited due to the US. Therefore here comes public diplomacy, which is becoming a very important political tool. The notion of public diplomacy includes international relations and contacts through the implementation of scientific, cultural and educational programs (exchanges of delegations, traditional exhibitions, youth festivals, joint holidays etc.) - All variety of ways to interact with civil society and foreign audiences.

In this perspective we can analyze Hallyu or Korean way. Some scholars consider it as simple economic promotion of Korean goods and some consider it as “soft power”. To analyze what it is it is better to compare with the phenomenon of “American dream”. It is a complex concept, which includes different spheres. One of this is only media industry, which brought “$546 billion in 2014 to America” [1]. Everyone in the world watch American movies, listen to its singers, use Internet, but this is the economic part of American dream. The other contents you can’t count, you can only consider it. “The United States has long been epitomized as a land of equal opportunity, where hard work and skill can result in personal success and fulfillment, regardless of one's station in life” [6.1]., America has always been seen as a hope for a good life, freedom and opportunity. Therefore from the beginning of its foundation, people all over the world start to immigrate to America and this process haven’t stopped yet. This “American dream” can control masses outside of the US, which is like an invisible hand and is important addition to its “hard power”.

In comparison Hallyu consists of media industry, which also promotes food and cosmetics industry. Starting from PSY’s song “Oppa, Gangnam style”, which got into minds of people all over the world, Korean media industry entered not only Asian market, as it was before, but also European, North and South American ones. The Korean government support the development of Hallyu, for example it provided loans and credits to entertainment and food companies. The Korean embassies in foreign countries also held different events, promoting Hallyu. For example, Vladivostok General Consulate of Republic of Korea supports Korean movie shows, playing traditional music instruments, making traditional craft in Korean language center among Russian citizens.

“According to the international income and expenditure statistics by the Export-Import Bank of Korea, the revenue of Hallyu related contents from overseas broke the record of 150 billion won in the first half of 2012, and foreign currency income related to K-Pop and media contents reached 150 billion won in the first half” [7.130].

People started to know Korea from different points of views: hi-tech (electronic goods of Samsung and LG), light industry (cosmetics products have increased its popularity worldwide due to its quality and cheap price), culture (traditional and modern). Therefore this act raises Korean image and popularity among foreign people and therefore states.

Hallyu can bring new economics profits for South Korea. The 21^st century has brought a shift from political-military attention to economic-political. The economics has become the first concern for many states, and the politics decisions are dictated by economic benefits. Therefore economics can bring a new political cooperation for Seoul. However, Hallyu with all economic benefits doesn’t have the main content of moral attitude like “American dream”. Hallyu should make people to come to Korea in order not to see the concert of its beloved K-pop group, but to live, work and share the Korean traditions and mentality. Due to the closeness of Korean society out of foreigners it is hardly to persuade in nearest future. Hallyu is great basis for creating Korean dream, which will be Korean soft power. In conclusion, the meaning of resource “soft power” has increased its value in Korea, as it is not able to get significant influence over the traditional tools of power in the region; however, Korea claims the status of a regional center in a multipolar world order. Therefore Korea should develop Hallyu in social way, to create a “soft power”, which will be useful to Korean reality now.

References:

1. http://selectusa.commerce.gov / industry - snapshots / media - entertainment - industry - united - states.html.

2. Joseph S. Nye, Jr. Soft Power, Hard Power and Leadership // Harvard Business Review magazine. October 27, 2006. 23 P.

3. Joseph S. Nye, Jr., Richard L. Armitage. The U.S.-Japan Alliance: Anchoring Stability in Asia // A report of the CSIS Japan Chair. August, 2012. 20 P.

4. Joseph S. Nye, Jr. Soft Power // Foreign Policy Journal. No. 80. Autumn, 1990. pp. 153-171.

5. Sung-Hack Kang. Korea's Foreign Policy Dilemmas: Defining State Security and the Goal of National Unification // Global Oriental. December13, 2010. 425 P.

6. Mark Robert Rank. Chasing the American Dream // Oxford University Press; 1 edition . April 1, 2014.

7. Jin-Young Kim and Jong Oh Lee. Korean Pop Culture: Ups and Downs // International Journal of Multimedia and Ubiquitous Engineering Vol.9, No.3. 2014. pp.129-134.