Gov't to reduce role in 'hallyu' promotion
By Kim Tong-hyung
Yoo Jin-ryong Culture Minister
Previous administrations had approached the international boom for Korean cultural products with zealous mercantilism, considering ``hallyu’’ as a tool of soft power to raise the country’s profile.
However, there were also arguments that the government’s aggressive marketing was beginning to breed weariness over Korean popular culture as foreigners recoiled from the smell of nationalism.
Yoo Jin-ryong, the new minister of culture, sports and tourism, seems to be taking these concerns seriously, telling journalists Wednesday to expect a decreasing government role in the promotion of music, television dramas and films.
``I admit to the criticism that the government had been too aggressive in past years. It was funny and inappropriate that policymakers were so passionate about pumping up K-pop and other pop cultural products instead of letting the market do it,’’ Yoo said in a meeting with culture and sports editors of newspapers and television networks at the Press Center in Seoul.
``We will let the market function and do what it should do. The government should instead focus its administrative support and taxpayer money on areas that have cultural value but aren’t supported by the market. These include promoting Korean food and Korean culture, for example the traditional ondol house heating system that has the potential to be applied to contemporary architecture.’’
In countries that have driven the boom in Korean cultural exports, hallyu fatigue seems to be setting in quickly.
A survey of more than 3,600 people in Asian countries, Europe, North America and Russia by the Korea Foundation for International Cultural Exchange (KOFICE) showed 66 percent of the respondents predicting hallyu becoming irrelevant as a commercial force in their countries in the next four years. More than 15 percent of them believed hallyu has reached that point already.
Yoo said that the talks about cultural exports should be balanced with discussions about inspiring cultural exchange.
``The government should concentrate on promoting the Korean way of living and exploring what value they could provide to people today,’’ Yoo said.
``I have been talking actively with ambassadors from several nations, including countries in Africa and the Middle East, over organizing and supporting their cultural programs here. We can’t expect others to be accepting of our culture when we aren’t fully ready to embrace theirs.’’
On other issues, Yoo said the ministry will conclude by the end of this month whether to approve plans for two new casinos on Yeongjong Island, near Incheon International Airport. Officials are evaluating the financial capabilities of the foreign investors that have submitted the bids and their track records in corporate responsibility.
Yoo also made it clear he has no intentions of backing down in the ministry’s conflict with online video game operators, which have been profiting from Internet-based poker and other card games. Ministry officials are attempting to employ a ceiling on the bets made by players, as gamers illegally trading their cyber winnings for real cash has been an increasing social problem.
Game companies are balking at the plans, saying it will dramatically kill the popularity of their products. They insist on employing limitations on gaming hours, but not bets.
``I don’t think the limitations on gaming hours will worked as prescribed without a cap on bets,’’ said Yoo.
``Let’s say we play a real game of go-stop (a Korean card game) for over 100,000 won per point. That will be considered illegal gambling as the winnings could easily reach several millions of won. The police will be charging into the room if they knew about it. So why should an activity that would be considered illegal in a room be tolerated on a computer?”