By Kim Tae-gyu
BANGKOK ― The Seoul administration is striving to monetize the Korean pop culture wave that is sweeping Asian nations, dubbed ``hallyu,’’ by organizing an event aimed at exporting related items.
The Korea Trade-Investment Promotion Agency (KOTRA) and the country’s Ministry of Knowledge Economy held the Korea Entertainment Expo 2010 at Siam Paragon located in the center of the Thai capital from Oct. 22 to 24.
A total of 60 companies including 15 from Thailand participated in the exposition that featured a variety of hallyu-associated items such as cosmetics, apparel, accessories, smart phone applications and calendars.
KOTRA estimated that the first-ever large-sized Korean wave expo led to a flurry of contracts worth up to $50 million based on more than 1,500 consultations between Thai buyers and Korean producers.
In order to celebrate the closing of the event, the first of its kind, the two countries held a concert on Sunday featuring such Korean-pop stars as Super Junior together with acts from Thailand.
Upbeat about the big success of the Korean Entertainment Expo 2010, KOTRA president Cho Hwan-eik said that the Seoul-based entity plans to market the nation’s state-of-the-art cultural content via similar exhibitions. KOTRA is Korea’s national trade and investment promotion agency.
``The Korean fever expo will take place in China next year and in Japan a year later. We will put forth our efforts so that cultural hallyu results in economic hallyu down the road,’’ Cho said.
The term hallyu was coined in the late 1990s by journalists in China who were stunned by the ultra-fast growing popularity of Korean cultural products in the world’s most-populous country and spread to neighboring states.
Although the high tide of the Korean wave is seen across Asia, its presence in Thailand has been exceptional because people particularly loved Korean cultures here including soap operas, music, films and even sports stars.
Midway through July, a total of five Korean songs made the top 20 in the weekly chart in Thailand with Super Junior taking pole position. In addition, Korean girl group the Wonder Girls also enjoys unparalleled popularity here.
Among TV dramas, the Jewel in the Palace whose original title is Daejanggeum has been the biggest hit. The historic fiction series was aired here back in 2005 to coin a new term of Korean fever.
The big hit covers the trials and tribulations of a chef in a palace during the Joseon Dynasty (1392-1910), who eventually became the first royal physician of the kingdom.
Also of note is Park Ji-sung of Manchester United, playing in the English Premier League. He is regarded as one of the best footballers representing Asia and has gained popularity among football-loving Thai people.
During the Korea Entertainment Expo 2010, 30-plus products featuring Park arrested the attention of participants.