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.
Culture minister pledges comprehensive support to globalize K-musicals
Culture, Sports and Tourism Minister Chae Hwi-young, second from left, speaks with actors and officials from the musical “Swag Age: Shout Out, Joseon!” at Hongik Daehangno Art Center in Seoul, Saturday. Courtesy of Ministry of Culture, Sports and Tourism
By Baek Byung-yeul
Chae Hwi-young, minister of culture, sports and tourism, is pledging to strengthen the support system for Korean musicals, from their creative beginnings to their entry into international markets, to help them find more audiences on global stages.
"To ensure Korean musicals are competitive on the global stage, we need a seamless support system that connects the creative phase with overseas market entry," Chae said Saturday during his visit to a performance of the Korean musical “Swag Age: Shout Out, Joseon!” in Seoul.
He said the ministry would provide "all-around support for this entire process." This visit is part of a broader trend of the minister engaging directly with the arts community, having also recently visited a play at the Myeongdong Arts Theater on Aug. 3 to inspect working conditions and hear opinions from artists.
The domestic musical market has shown steady growth as ticket sales in 2023 reached 459 billion won ($330 million) and accounted for over 70 percent of all performing arts ticket sales, according to data from the Korea Arts Management Service’s 2024 survey. However, its overseas presence remains limited as the paid audience share for overseas performances of local musicals was at 39.6 percent.
During the meeting, industry professionals offered suggestions for fostering a more sustainable ecosystem.
"Many locally created musicals are staged only once or twice before closing. We need an environment where these shows can run consistently for us to see success stories like a second Tony Award win,” said actor Kim Soo-ha, who plays a lead role in “Swag Age: Shout Out, Joseon!”
Playwright Jang Yu-jeong also stressed that overseas success requires a long-term strategy. "Breaking into the overseas market is difficult with one-off shows, and infrastructure that enables localization and long-term runs is essential."
In response to these concerns, the minister announced plans to overcome the current limitations of small-scale, short-run productions.
"We will support complex creation and production spaces and fund showcase performances,” the minister said.
Chae added that the ministry would also launch new programs for overseas tryouts and creative talent development to better equip K-musicals for success in global hubs like Broadway and London's West End.
The musical "Swag Age: Shout Out, Joseon!" serves as a prime example of the potential for Korean productions. Following its fourth season in Seoul, the show is scheduled to open at London's Gillian Lynne Theatre next month. The production has already been selected for the government-funded initiative, receiving support for localization efforts throughout 2025 and 2026.