Keeping Momentum behind the Korean Wave

SEO Min-Soo, Research Fellow, Samsung Economic Research Institute

The Korean Wave May be Subsiding

CEO's view on the Korean Wave's Sustainability

Six Ways to Keep the Wave Going

1. Expand beyond pop music and TV dramas
Branch out into fashion, games, and cosmetics
2. Exploit characteristics unique to Korean values
Appeal to Korean values like "Jeong"
3. Build an ecosystem where creativity is rewarded
Ensure that artists are fairly paid
4. Increase exchanges and cooperation
Pursue joint productions with foreign companies
5. Leverage on and offline platforms
Use social media and cultural centers
6. Customize culture to different countries
Market to different regions based on their level of commonality with Korea

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