Food as part of Hallyu (Korean Wave)

15 Pages·2015·1.1 MB·English

Food
 as
 part
 of
 Hallyu
 (Korean
 Wave)

2nd
 Seminar
 of
 King's
 Asian
 CCI

Research
 Society

Eun-­‐hee
 Kim
 &
 Sun-­‐kyu
 Lee
What
 is
 Hallyu?

韓流
•  Korean
 Wave
 (한류;
  ;
 Hallyu)

韓流

 -­‐
 "Hánliú"
 ( )
 literally
 means
 "flow
 of
 Korea“

 -­‐
 Expression
 referring
 to
 the
 increase
 in
 the
 popularity

of
 South
 Korean
 culture
 since
 the
 late
 1990s

 -­‐
 The
 term
 was
 originally
 coined
 in
 mid-­‐1999
 by

Beijing
 journalists
 who
 were
 surprised
 by
 China's

growing
 interest
 in
 South
 Korean
 culture
Hallyu
 &
 Dae
 Jang
 Geum
 (2005)

•  Dae
 Jang
 Geum
 is
 a
 very
 first
 Korean
 drama
 which

made
 a
 huge
 success
 in
 China
 and
 leaded
 Hallyu

•  Story
 about
 a
 kitchen
 cook,
 Jang-­‐Geum,
 who

became
 the
 first
 female
 physician
 of
 King
 in

Joseon
 Dynasty
 –
 her
 struggle
 to
 learn
 the
 secrets

of
 tradi]onal
 Korean
 cooking
 and
 medicine

 >>
 Audiences
 could
 see
 various
 elements
 of
 Korean

culture
 such
 as
 clothes
 and
 cuisine
Sta]s]cs
 about
 Dae
 Jang
 Geum

•  Imported
 by
 Hunan
 Satellite
 TV

•  Ra]ng
 debut
 -­‐
 8.6%,
 and
 even
 10%
 for
 ci]es
 like

Shanghai
 and
 Changsha,
 which
 ranks
 first
 of
 all

ra]ngs
 at
 the
 same
 slot
 over
 the
 country

•  Ra]ngs
 peaked
 at
 180
 million
 viewers
 (14%

viewer
 ra]ng
 in
 China)
 –
 excep]onally
 high
 in

terms
 of
 satellite
 TV
 ra]ngs.

•  150
 million
 yuan
 (£16
 million)
 of
 adver]sing

revenue
 for
 the
 first
 quarter
 of
 2005

>>
 Unprecedented
 financial
 returns
 for
 the
 sta]on,

Hunan
 TV,
 over
 35
 million
 yuan
 (£3.7
 million)
Korean
 Food
 in
 Dae
 Jang
 Geum

?
However…

•  Despite
 its
 massive
 success
 in
 China,
 the

Korean
 food
 did
 not
 get
 enough
 alen]on
 to

be
 a
 new
 cultural
 trend

•  Korean
 food
 in
 K-­‐Drama
 was
 s]ll
 remained
 as

a
 thing
 to
 see,
 not
 to
 “eat”
 or
 “cook”
 in
 China
Now,
 My
 Love
 from
 the
 Star
 (2014)

•  South
 Korean
 television

series
 about
 an
 alien

who
 landed
 on
 Earth
 in

the
 Joseon
 Dynasty
 and,

400
 years
 later,
 falls
 in

love
 with
 a
 top
 actress
  Alien
in
 the
 modern
 era

Actress
•  The
 series
 casted
 Soo-­‐
hyun
 Kim
 (an
 alien)
 and

Ji-­‐hyun
 Jun
 (a
 top

actress)
 as
 main

characters
Another
 Huge
 Success
 in
 China
•  My
 Love
 from
 the
 Star
 became
 the
 most
 expensive

Korean
 drama
 in
 China;
 US$35,000
 per
 episode

•  One
 of
 the
 most
 viewed
 streaming
 shows
 on

Chinese
 plaqorm
 iQiyi,
 which
 is
 official
 importer
 of

My
 Love
 from
 the
 Star
 -­‐
 more
 than
 2.5
 billion
 views

•  Now
 ABC
 has
 worked
 for
 the
 American
 remake
 of

My
 Love
 from
 the
 Star

•  Xiao
 Lixin
 from
 China
 Daily
 –
 1)
 great
 innova]ons
 in

terms
 of
 themes
 and
 narra]ve
 palerns,
 2)logical
 and
 fast-­‐
paced
 plot
 with
 whimsy
 and
 roman]c
 punch
 lines,
 3)
 high-­‐
speed
 photography
 and
 CGI
 for
 lifelike
 visual
 impact
And,
 “Chi-­‐Mac”
 (Chicken
 &
 Beer)
KFC
 Commercial
 in
 China

hlps://www.youtube.com/watch?v=Qd3uVIjJEQg