'Hallyu fever won't disappear any time soon'

The Korea Times

The Korea Times

Fri, December 8, 2023 | 10:58

Posted : 2015-04-08 16:59

Updated : 2015-04-08 18:05

Song Seung-hwan, CEO and producer of PMC, gives speech about the success story of the non-verbal comedy "Nanta" at the Turkish Ambassador's residence in Seoul, Tuesday, during an event organized by the Corea Image Communication Institution (CICI). / Courtesy of CICI

By Kim Jae-heun

Song Seung-hwan, the producer of the non-verbal comedy "Nanta," attributed the increasing popularity of Korean culture overseas to the country's desperation to survive, during a speech at a Culture Quotient event organized by President Choi Jung-wha of Corea Image Communication Institute (CICI) at the Turkish Ambassador's residence in Seoul, Tuesday.

"Hallyu, or the Korean Wave, caught foreigners' attention in 2000," said Song, CEO of Nanta's PMC production company. "Local dramas and music became successful in many Asian countries, and I believe it started from deficiency like Nanta. The domestic market was too small, and seeking overseas sales was imperative.

"For example, downloading music for free on the Internet killed the Korean CD market that once was a lucrative industry, but record companies made a breakthrough by advancing into markets in Japan, Thailand and Vietnam, where CDs still sell well. It is same for dramas," Song said.

The producer also pointed out the content's global universality was another contributing factor to its popularity. Children raised in 1960s and 1970s grew up watching Hollywood films, and Korea is one of the cultures that was greatly influenced by that content.

Such an experience over time produced hallyu content that foreigners can enjoy comfortably. Korean products' typical values helped Asian audiences choose them over American culture, while they found local dramas and songs unique.

"I was worried that Koreans could lose their identity when American movies and pop songs were played wherever I went in Seoul. But, I realized our DNA doesn't disappear easily.

"Many Asian cultures contain their own regional characteristics and uniqueness, but lack international universality. Korean culture, on the other hand, was very much influenced by American culture in positive ways that now sell well outside of the country," Song said.

Song's Nanta made its international debut at the 1999 Edinburgh Festival Fringe and received the "Best Performance" award. The show opened on Broadway in New York City for a year, until August 2005. After 18 years, it has become Korea's longest-running show, and is the most-watched performance in Korea with 10.23 million spectators.

Based on the scenario of four chefs preparing a meal for a traditional wedding ceremony, actors deliver the story only by drumming with kitchen utensils _ a concept inspired from "samulnori" or traditional Korean percussion performance.

Song disagrees that K-pop popularity will soon decline. He has an idea for the next prospective genre after Korean music.

"People watched Hollywood movies since the 1960s, and we still do until nowadays. Likewise, I don't think Korean dramas or music will disappear anytime soon.

"Korean food is very popular among the Chinese these days, and it is ranked as their second-favorite in the world after their own. The food sector will lead the future of Korean culture in my opinion," Song said.

jhkim@ktimes.co.kr