INTERVIEW Korean culture becomes part of daily life in Japan as hallyu marks 20th anniversary

Kong Hyung-sik, director of the Korean Cultural Center in Japan / Courtesy of Korean Cultural Center in Japan

Tokyo's Sumida Triphony Hall was filled with Korean melodies, Oct. 31, marking a significant moment in celebrations marking the 20th anniversary of hallyu, or the Korean wave, in Japan.

Organized by the Korean Cultural Center in Japan in conjunction with the Korea Creative Content Agency (KOCCA), the "Drama Original Sounds Korea 2023" concert gathered renowned Korean singers to perform iconic theme songs from K-dramas.

Marking the 10th anniversary of the original such event, distinguished artists such as Hwang Chi-yeul, who contributed to soundtracks for popular dramas like 2023's "My Dearest" (2023) and 2016's "Love in the Moonlight," and HAJIN, known for her work on the soundtracks for "SKY Castle" (2018) and "The Penthouse: War in Life" (2020), graced the stage.

Over 1,800 Japanese, ranging from dedicated hallyu fans to key figures from the entertainment industry, attended the concert, symbolizing the longstanding cultural exchanges between Korea and Japan.

At the forefront of the 20th-anniversary celebrations of the Korean wave in Japan stands Kong Hyung-sik, director of the Korean Cultural Center in Japan. His commitment has been instrumental in the propagation of Korean culture across Japan.

During an interview with The Korea Times on Oct. 30, Kong highlighted Korean culture's remarkable popularity in Japan from his office in Shinjuku, Tokyo.

The center, situated in the vibrant district of Shinjuku, has orchestrated a variety of events to celebrate the 20th anniversary of hallyu throughout this year. One notable event in March paid homage to the late Lee O-young (1934-2022), Korea's inaugural culture minister and a distinguished writer, on the first anniversary of his passing.

"Lee maintained a profound connection with Japan, having spent time here as a research scholar and penning the 1982 bestseller 'The Compact Culture: The Japanese Tradition of 'Smaller Is Better,' which resonated deeply with Japanese readers before being translated into Korean. His contributions were recognized with the Award of Japan for International Exchange in 1996. His frequent visits and lectures at this cultural center were a testament to his fondness for Japan. It was this bond that inspired us to commemorate his legacy," Kong said.

Kong listed several other initiatives as well. "Humanities on the Road" is a traveling series designed to introduce Japanese residents to sites of Korean significance in Japan, while there are also collaborative concerts featuring traditional Korean and Japanese instruments as well as film showcases.

The Cinema Week Festival in October was a particular highlight, premiering Korean films not yet available in Japan.

"We spotlight unreleased movies, especially independent films that face challenges in securing commercial distribution in Japan, drawing keen interest from local cinephiles. These films often center on societal themes, resonating with viewers as both Japanese and Korean societies share similar concerns and sentiments, fostering a sense of empathy among the audience," he explained.

Performers of the Drama Original Sounds Korea 2023 pose with some 1,800 Japanese people in the audience at the Sumida Triphony Hall, Tokyo, Oct. 31. Courtesy of Korea Cultural Center

Korean culture in Japanese life

Kong affirmed that Korean culture has now become an integral part of Japanese daily life.

"Korean culture has woven itself seamlessly into Japanese society. Today, young people in Japan often incorporate Korean words into their everyday dialogue. The perceptions of Korea have undergone a positive transformation compared to the past. The influence of Korean culture extends beyond K-dramas or K-pop to Korean cuisine, literature and even Korean classical musicians, marking a broad cultural expansion," he said.

Kong, who assumed his role at the end of 2021, has a long-standing relationship with Japan, with his father having been born in Japan and his wife hailing from a third-generation Korean-Japanese background, which helped provide him with a profound understanding of how Korean culture's influence had evolved in the country.

"In 1998, when the Korean government unveiled its initial plans to open up gradually to Japanese culture, it raised concerns about the potential overshadowing of Korean culture by its Japanese counterpart. During that period, K-pop was in its early stages and the first generation of stars was just emerging. The global impact of Korean culture overall was yet to fully materialize," he said.

"However, a significant shift in perception occurred with the 2002 World Cup Korea/Japan. Before that, Koreans had been virtually invisible in Japanese culture. The 2003 drama 'Winter Sonata' ignited an interest in Korea that had its origins in the World Cup. A decade later in the 2010s, the surge of K-dramas and the emergence of second-generation idols like Girls' Generation and KARA further expanded the cultural influence of Korea in Japan."

The director revealed that he had concerns at the time that the Korean wave's popularity in Japan might be just a temporary fad.

"The prevailing sentiment at the time was that the Korean wave's popularity would last a brief moment. Many believed it would come and go. I was working at the Ministry of Culture, Sports and Tourism then and we were deeply invested in finding ways to sustain and revitalize Korean culture's appeal in Japan."

Despite initial concerns, Korean culture has now become an inseparable part of life in Japan. In particular, Korea's exports of dramas, movies and over-the-top (OTT) content have made a significant impact.

According to data released by KOCCA on Nov. 2, the amount of Korean video content exported to Japan in 2021 reached an impressive $1.81 billion (2.46 trillion won). This reflects an approximately 50 percent increase from the previous year when it stood at $1.21 billion (1.64 trillion won).

This image shows the first to fifth places on Netflix Japan's content rankings for March 8, all of which are Korean dramas. Screenshot from Netflix

Fostering cultural understanding

Yet, Kong stresses that a focus solely on economic gains overlooks the essence of cultural exchange. His vision is more centered on ensuring that Japanese individuals can embrace Korean culture in a well-rounded manner, aiming to promote a cultural diffusion that fosters lasting memories.

"To sustain the popularity of Korean culture in Japan, we must avoid restricting Japanese audiences' appreciation to a single facet of the phenomenon. Our objective is to introduce Korean culture comprehensively, seek mutual benefit and cooperation with Japan and foster emotional exchanges without prioritizing only economic gains. This is why the center's activities extend to promoting Korean traditional culture, traditional music and classical musicians as well as assisting in establishing Korean literature and musicals in Japan," he emphasized.

The director also expressed concerns over what he views as overly profit-oriented practices in Korea's cultural outreach endeavors.

"While I understand that Korean content and entertainment companies entering the Japanese market have their reasons to prioritize profitability, there are concerns that the Korean market in Japan has become excessively commercial. To ensure a prolonged presence, we must strive to change the perception that hallyu is solely after money. The primary focus should be on capturing the hearts of Japanese audiences rather than their wallets," he said.

Kong also noted that Japan has transitioned from being a consumer of Korean culture to actively engaging in cultural cooperation with Korea. He attributed this shift to improved diplomatic relations between the two countries, leading to a surge in cooperation proposals directed at the center.

President Yoon Suk Yeol, left, shakes hands with Japanese Prime Minister Fumio Kishida at the Korea-Japan summit held at a hotel in Lithuania, July 12. Yonhap

"Japanese attitudes are deeply intertwined with their country's political stance. As Korea-Japan relations have improved, we have seen a considerable uptick in collaboration proposals from Japanese industries. The Korean wave has profoundly permeated Japanese society, with many Japanese individuals now earning their livelihood by engaging in businesses related to the Korean wave," he said.

"As a result, hallyu has transformed from a concern held exclusively by Korea to an area of mutual interest and development for both nations."

The Korean Cultural Center in Japan seeks to sustain the momentum of the Korean wave, ensuring that it remains a bridge connecting the people of both nations.

To further strengthen cooperation between Korea and Japan, Kong stressed the importance of understanding the nuances of cultural language used by each country. The director underscored the strategic significance of the cultural center's management policy, informed by his keen understanding of the differences between the two nations.

"Just as Korea and Japan jointly address concerns regarding Korean culture, I hope there will be a mutual appreciation for the nuances of each other's cultures. Japanese people tend to avoid causing harm and discomfort to others. Even when Japanese must decline a request, they do so with tact, often saying, 'I'll review it.' When receiving gifts, they feel a must to respond with a gift or even a meal in return," he explained.

"I believe it would be beneficial for our people to recognize that these endeavors are strategic in nature."