The expansion of Hallyu: the use of cultural diplomacy and its impacts in South Korea economy

Abstract

The phenomenon of Hallyu initiated in the ‘90s and started to expand in the 2000s, it has been used with cultural diplomacy to improve the image of South Korea abroad, and hence, improve the economy, indirectly and directly. This article looks to analyze the value of the South Korean cultural industry for the country itself, and how the government is using the cultural diplomacy to make a national brand, changing drastically the image of South Korea outside the country. The theme chosen is justified by the interest in South Korean culture, and to try to understand how the government succeeds by helping positively the nation. The study was designed as a qualitative approach, using the exploratory research method, being a case study and literature review. Thus, the conclusion achieved with this article is that the government has a fundamental role in the expansion and maintenance of the South Korean cultural industry all around the world, and this State-owned intervention and using cultural diplomacy obtained positive balances in the national economy. The cultural industry went from 8 million dollars, in 1998, to 12 million dollars, in 2019, showing how governmental help is very important to the cultural sector and, consequently, to the economy of the country.