Baek Byung-yeul is a journalist at The Korea Times focused on cultural content, including films and cultural events in South Korea. You can contact him at baekby@koreatimes.co.kr to share your insights.
REPORTERSNOTEBOOK Lee Jae Myung’s search for minister highlights K-culture's paradox
President Lee Jae Myung and first lady Kim Hea Kyung, left, speak with Hue Park, second from right, writer of the Tony Award-winning musical "Maybe Happy Ending," and director Kim Won-seok, who helmed the Netflix drama "When Life Gives You Tangerines," at a meeting with artists at the presidential office in Yongsan District, Seoul, June 30. Joint Press Corps
By Baek Byung-yeul
President Lee Jae Myung is having a hard time finding a new leader for the Ministry of Culture, Sports and Tourism at a time when the nation's cultural industries have become a driving force for both the economy and national identity.
As expectations for K-pop, movies and tourism continue to rise at home and abroad, a new culture minister would face growing pressure to guide these rapidly evolving sectors.
Despite most government appointments being finalized, the position of culture minister remains unfilled. The president openly acknowledged the difficulty of finding the right candidate, even inviting suggestions from the cultural community itself during a meeting with artists on June 30.
“The government seeks to significantly expand investment in culture and arts, provide opportunities for the growing generation to go global, grow Korea’s cultural influence and make the country a cultural powerhouse,” Lee said. “This is why I’m having difficulty naming the minister ... it should be a person who can do all these jobs.”
In the past, well-known political or public service figures — usually a close aide to the president — were often appointed to the post. But the current landscape of the culture, sports and tourism industry now demands a leader with a deeper understanding of its scopes and complexities.
The ministry’s responsibilities are vast, spanning K-pop, cinema, tourism and sports. Although it accounts for a relatively small share of the national budget, its 2025 allocation stands at around 7 trillion won ($5.12 billion), with key priorities including expanding cultural infrastructure, supporting emerging talent and nurturing tourism-friendly cities across the nation.
Given this expansive scope, finding the right leader is crucial. The next culture minister, whether hailing from arts, sports, tourism or some other background, will be tasked with skillfully reconciling the inherent paradoxes that define K-culture today.
Korea’s cultural exports are undeniably global phenomena. K-pop is the soundtrack of a generation, influencing everything from fashion to language. Korean films and dramas, like “Parasite” and “Squid Game,” have earned international acclaim, and webtoons (online comics) continue to set new standards for digital storytelling.
However, this rise has exposed a significant paradox. While K-culture has succeeded in capturing global fans, the industry hasn’t matched Hollywood’s scale or the cost efficiency of giants like China.
Also, artists grapple with unstable working conditions due to a lack of sustainable income models. These issues reveal a missing strategic vision for K-culture’s creative workforce. Consequently, critical challenges like project-based employment and fair profit-sharing demand immediate attention.
The culture ministry’s recent moves to expand direct support for artists, including basic income proposals and increased funding, show an awareness of these challenges, but comprehensive solutions remain elusive.
Lee has often spoken about the need for a basic income for cultural figures and artists, promising to shift policy to let them create without worrying about their livelihoods.
Tourism is another crucial pillar that the next culture minister should pay attention to. Korea is expected to welcome nearly 18.5 million visitors in 2025, with China, Japan and the United States as key markets. Despite the government’s efforts to boost regional tourism, the country still struggles to retain domestic travelers, many of whom prefer outbound trips to nearby Japan and elsewhere.
The world awaits Korea’s next act — not just another hit, but a sustainable model for cultural leadership.
As Korea stands at a pivotal moment, the next culture minister must do more than simply ride the current Korean wave. The new minister needs to confront and resolve K-culture’s inherent paradoxes. This means addressing the structural realities of the creative workforce, balancing the competing demands of culture, sports and tourism, and clearly defining the government’s role.