Hallyu, South Korea's Gateway To Asean

SEOUL, Oct 9 (Bernama) -- Just like typhoons that frequently lashed South Korea's coastal regions, phenomenal waves of South Korean entertainment or 'Hallyu' have been pounding the shores of Southeast Asian countries, if not the world over, for the last two decades.

The Korean waves which have set a phenomenon since the late 1990's through popular drama and television series, has been one of the driving forces for a significant increase in people from Asean countries choosing South Korea as their tourism and educational destination that also leads to industrial relationship.

The latest Oppa Gangnam Style parody has crazed the world with the singer's music video garnering over 230 million views, the most "liked" in YouTube history since it was aired on the social media in mid July.

The Gangnam catchy beat has been infectious and a source of parodies to many countries, including Malaysia.

The Korean Wave phenomenon has hit in many forms and shapes, not only the famous K-Pop but also K-beauty products and classes, high-tech information communication technology devices namely Samsung, LG and Hyundai, Kia or Ssangyong in the automobile industry.

In Malaysia, the South Korean wave has been in presence for the past 50 years ago and strengthened by the Look East Policy introduced by former premier, Tun Dr Mahathir Mohamad to emulate the Japanese and South Korean culture in work ethics, commitment, discipline and values that have steered the two nations to be Asia's economic powers.

Recognising the growing importance of relations between Southeast Asian countries, South Korea and ASEAN became full dialogue partners in 1991 and two years later, the partnership was in full force.

ASEAN has emerged as South Korea's key partner for trade, investment and construction with trade volume between the two increasing by 15 folds last year from US$8.2 billion (RM26.24 billion) in 1989 to US$125 billion (RM400 billion).

Asean-Korean Centre Secretary-general Chung Hae-Moon said the Korean Wave - Hallyu - had deepened and strengthened relations between Asean and South Korea.

"These days we have seen Hallyu, the Korean Waves sweeping across nations world wide. People may not recognise how deeply the integration of Asean and Korea because Asean has become our brothers and sisters who cultivate family relations in many forms," he said during an Asean media delegation visit to the Asean-Korea Centre here recently.

Looking forward to greater relations between Asean and South Korea, Chung said Hallyu has not only coined the promotion of Korean culture but also the Asean culture as well.

Noting the popularity of K-Pop around the globe, the ambassador stressed that Hallyu was not only about K-Pop artists but also the performances, fashions, arts and cultures, food and it was also important to link the creative industry with the elements of Hallyu.

"I believe the reason Hallyu has received so much popularity and attention in Asean countries is because underlying Hallyu is the universal or common elements of culture that lies between us since we are neighbouring countries.

"I believe that on one hand its universal and we need to melt the elements of the different Asean cultures into Hallyu and at the other hand, it should be local and unique as well," said the former South Korean ambassador to Thailand.

On the economic front, he said Asean has emerged as South Korea's key partner for trade, investment and construction since the trade volume stood at US$125 billion (RM400 billion) last year.

Asean is South Korea's second largest destination for investment with US$4.6 billion (RM13.6 billion) last year while South Korea is the fifth largest partner for Asean.

Chung said the socio-cultural exchanges between Asean and South Korea has been vigorous, with people to people exchanges between the two averaging five million, last year.

Out of 12.4 million outbound tourists, 3.8 million, which accounts for 30 percent of total tourists, had chosen Asean countries as their destination, making Asean as the second most popular destination after China.

South Korea received nearly 1.2 million tourists from Asean countries, out of which 156,281 were Malaysians.

Currently about 150,000 people who make up 65 percent of 230,000 foreign workers in South Korea are Asean nationals, and 37 percent (54,000 marriages) of spouses out of some 145,000 international marriages came from Southeast Asia.

While Hallyu undeniably has played a lead role in facilitating people-to-people exchange between Asean and South Korea, Southeast Asian cultures have been gaining a huge popularity in the country as well, said Chung.

"I believe Koreans have so much to learn from their neighbouring countries in Asia. By deepening relations I believe we can have a win-win relationship and cooperation geographically, cultural and historically," he said.

Chung added that the proposed 2015 Asean Community has been viewed as an expansion of opportunities for Asean-Korea relations in the fields of economy, socio-culture, tourism and a myriad of sectors.

Sourced: bernama