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Hallyu Wave and Tourism

Oct 2013

Korea Tourism OrganizationCharm LEE

What is Hallyu(韓流 )?

3

From the beginning, the word strongly implicated "temporary" in the meaning

Korean popular culture phenomenon

Socio-cultural phenomenon of rising interest in Ko-

rean popular culture

Phenomenon where local Korean dramas, K-pop,

movies, games, performances, etc are popular and

liked overseas

1. What is Hallyu(韓流 )?

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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 culture

- The China Times (中國時報 )(1997.12.17)

- United Evening News (聯合晚報） (1997.12.25)

- Ambiguity in definitions (寒流 ) as Korean pronunciation was the same

for (韓流 )

Korean pop culture spread aggressively and Taiwanese media

reportedly replaced the Chinese character meaning “cold (寒 )”

with that meaning “Korea (韓 )” to issue a warning against the

competitiveness given the popularity of shows imported from

Korea in 1997-1998Resource : Maeil Business Newspaper

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3. Expansion of Hallyu

Pop Cul-ture

FashionMedicalTravelFood

HanguelEntertainmentIT ∙ Eletronics

expansion

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4. History of Hallyu

1st Genera-tion

2nd Genera-tion

3rd Genera-tion

1997 <What on the earth is Love><Clon>, <H.O.T>

2003 <Winter Sonata> <Jewel in the palace>

K-POP

China, South east Asia

Japan, China, Asia, Middle East

World wide

1993 <Jealousy>

Who Should We Target?

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Gender

Reference : Korea Tourism Organization, Hallyu Survey 2011

1. Analysis of Hallyu Fans- Gender

Male10%

Female90%

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Age Group

2. Analysis of Hallyu Fans- Age Group

10s17%

20s47%

30s19%

40s8%

50s6%

60+2%

Reference : Korea Tourism Organization, Hallyu Survey 2011

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Favored Hallyu Contents

3. Analysis of Hallyu Fans - Contents

TV Series33%

K-POP53%

Film6%

Other7%

Hallyu Impact

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1. Economic Impact of Hallyu

Impact on Production Inducement, 2012 : USD11 billion

Impact on Employment Inducement

2012 2015 2020

67,000120,000

372,000

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1. Economic Impact of Hallyu

Economic Value

2012 2015 2020

$6.4 Bil

$18.1 Bil

$52.1 Bil

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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

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3. Hallyu Image Survey

What people think Hallyu contents is

- Most people think Hallyu as Korean Pop culture

[Hallyu con-tents]

Resource : Korea Foundation of Cultural Exchange

1st 2nd

3rd

Drama K-pop Movie Food Products Fashion Travel Hangeul Culture Game Teakwondo Literature Sports Medi-cal

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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 Friend-liness

Resource : Korea Foundation of Cultural Exchange

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3. Hallyu Image Survey

Hallyu induced tourism - ‘Induced visit’, ‘Improved image of Korea’, ‘Korean Cuisine Experience’ ranked 1st to 3rd

-(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

Hallyu Tourism

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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

1. What is Hallyu Tourism?

Definition of Hallyu Tourism

- Traveling to Korea for the purpose of participating in hallyu re-

lated tour activities

It can be said that hallyu tourism started in the 1990s with

TV drama series gaining popularity and Japanese tourists

visiting the filming locations

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1. What is Hallyu Tourism?

Resource : Korea Tourism Organization

Korean Food

Korean Make-up

Korean Fashion

Korean Lan-guage

Korean Culture

K-POP Visit Ko-rea

-K-POP Concert- Gourmet Tour- Shopping Tour-Language Course- Cultural Travel

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Korean Pop Artists Con-certs

2. Hallyu Travel products - Concerts

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2007 2008 2009 2010

Total Tourist6,450,00

06,890,0

007,820,0

008,800,00

0

Hallyu Tourists(%)

11.8% 10.6% 8.6% 10.1%

Hallyu Tourists

760,000 730,000 670,000 890,000

10% of tourists are hallyu tourists

Fan Meeting Packages

2. Hallyu Travel products – Fan Meeting

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Drama filming Location

Resource : Joongang Daily 2012.10.31

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

2. Hallyu Travel products – Filming Location

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- Overseas students studying Korean language increased by 4 times in 7 years 2005: 23,000 -> 2012 : 93,000 (164 Countries)

Korean Language

2. Hallyu Travel products - Education

2005

2007

2009

2012

23000

49000

76000

93000

Resource : Ministry of Education

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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 lined up from dawn to register

2. Hallyu Travel products - Education

Test of Proficiency In Korean(TOPIK)

applicants

116,000(2006)→745,000(2011)

(Cumulative figure)

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Music Show

2. Hallyu Travel products - Music Show

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Dance School

2. Hallyu Travel products – Dance School

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Cosmetic / Fashion boutiques & Spa

2. Hallyu Travel products - Bueaty

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Wedding Photography Package

2. Hallyu Travel products - Wedding

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Hallyu Cafes/MD Shops

2. Hallyu Travel products - Cafes

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Books written by Korean Celebrities

2. Hallyu Travel prod-ucts

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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!

2. Hallyu Travel products

2013 Media Campaign with Hallyu

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1. 2013 Campaign Strategy

Target

Contents Media

20s-30s Group

Icons of KoreaOnline & TV

TARGET – CONTENTS – MEDIA should be aligned.

2. 2013 PSY’s Wiki Korea Campaign

2. 2013 PSY’s Wiki Korea Campaign

- 36 -

ibuzzkorea.comCampaign Platform

Visitkorea.or.kr

Ad(TV/Print/OOH/Online)

Facebook Twitter

SNS Share

Mobile

Youtube

Weibo

2. 2013 PSY’s Wiki Korea Campaign

2. 2013 PSY’s Wiki Korea Campaign

Thank You!