The Korean wave in Thailand  

Oleh:

Burnett, Robert Alex

Jenis: Article from Proceeding
Dalam koleksi: SIBR-Thammasat 2014 Conference on Interdisciplinary Business & Economics Research June 5th- 7th, 2014 di Emerald Hotel Bangkok, page 1.
Topik: Korean wave; K- Pop; Thailand; marketing
Fulltext: b14-104.pdf (10.01KB)

Isi artikel

South Korea has emerged as a new center for the production of transnational pop culture, exporting a range of products from clothing to film to music. Consumption of these products now reach beyond neighboring Asian countries and span to cover every part of the globe. This paper will first explore the globalization of Korean pop music (K Pop), to determine the key factors that have successfully helped contribute towards the Korean wave reaching a global audience. Secondly, the paper examines the Korean wave in Thailand. This is done by looking how K Pop has come to be so popular in Thailand across different media platforms. A focus will be on how K Pop stars are used to market and brand certain products in Thailand. Two specific case studies are examined. The efforts of government organizations and public institutions in promoting Korean art, the relevance and popularity of Korean cinema, television and music over the last decade, along with positive media coverage of Korea and its culture in recent years have all worked together to shape what we can now refer to as the Korean wave in Thailand.

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