Hallyu has real impact in Iran

By Bikzad Abdullah

South Korea is one of the countries that has enjoyed tremendous technological economic and progress over the past few decades, and it is one of the countries that uses its soft power resources intelligently. South Korea's soft power has been mostly concentrated and impactful in East Asia. However, there has been some influence on other regions such as the Middle East ― mostly in the last few years - as well.

One of the Middle Eastern countries where South Korea's soft power can be seen is Iran. In recent years, the Iranians have gained especial interest in Korean culture and products which has been directly affecting trade and commerce relations of the two nations. One of the main reasons for this is the Korean wave known as “hallyu.” There are a few major reasons behind the increasing impact of Korean soft power in Iran and its role in the bilateral relationship.

Soft power, named by Joseph Nye of Harvard University in 1990, is a means of persuasion by attracting and co-opting rather than coercing or utilizing financial incentives. Soft power is the ability to shape others' preferences through appeal and attraction. A defining feature of soft power is that it is non-coercive; the weapons of soft power are culture, political values and economy.

Hallyu refers to the dramatic increase in South Korea's culture and entertainment in the 1990s in Asia and most recently elsewhere in the world. The popularity of Korean pop culture in Iran and other parts of the world has different reasons (like attractiveness of stars, cultural appeal, a squeakily clean image compared to Western movies, clothing, music) and depends on the age, interests and values of the audience. The beauty of the individuals in Korean dramas has been rated as one of the most significant factors in the increasing popularity of Korean dramas.

If not all, the majority of artists working in different Korean dramas and television programs are considered attractive, particularly women. Therefore, among other abovementioned characteristics, Korean dramas and beauty remain at the top of what makes Korean culture attractive to Iranians because Persian people love beauty, as is evident from Persia's rich poetry and its modern television and film industry. In 2000, the cost of buying a Korean television show or a Korean drama was a quarter of a similar Japanese one.

Korean dramas have not only increased their viewership in Iran and Middle Eastern countries but also have impacted societies. A recent study done by Mozafari had identified the major factors of the popularity of Korean dramas and movies in Iran. Mozafari's study analyzed the direct and indirect impacts of K-dramas on Iranian markets. He found that the Korean drama industry is increasing its share in the Iranian market due to their ethical content and moral lessons. Also, Iranians prefer the sartorial and makeup styles of the artists. Mozafari also outlined that Korean dramas are emotionally powerful and this is what most Iranian people like. The other reason is that the Korean dramas depict the urban middle class representing modernization, which is interesting to Iranians who are in the same situation.

Soft power has various dimensions and, as stated, a country may be weak in one area and powerful elsewhere, but it is important to note that generally advanced and industrialized countries have been more successful in the field of soft power.

The same is true in the case of South Korea, despite the fact it has a high level of economic and technological power; its soft power is weaker compared to Western countries, and broadcasting and cultural authorities are developing strategic moves like K-pop to increase the popularity of Korean culture.

As a result, the world has begun to pour its enormous economic power into the cultural sphere.

Bikzad Abdullah is from Afghanistan and attends Korea University and can be reached at ikzad.abdullah93@gmail.com.