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The Korean Craze among Thai Urban Youth: Thai Culture in Transition

By

Piyathida Sereebenjapol

Northern Illinois University

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Kimchi to Kim Chic

In the past, South Korea’s best known export was Kimchi, spicy cabbage dish.

Now, this country is exporting the spicy pop culture or Kim Chic.

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Korean Wave

韩流 한류

韓流

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Korean Wave (Hallyu)

• It was coined in China in mid-1999 by Beijing journalists.

• Taiwanese media sources argue that Taiwan is the original center of the Korean wave phenomenon.

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Korean Wave (Hallyu)

• The dissemination of Korean popular culture, primarily through the mass media, and its broad popularity outside of Korea (Sang-Yeon Sung, Indiana University, 2006).

• A wave of enthusiasm for South Korean pop culture that’s sweeping Asia (Louisa Lim, NPR, 2006).

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Korean Wave in Asia

Korean wave spread to East Asia like Japan, Taiwan and China before coming to Southeast Asia.

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Korean Wave in Southeast Asia

Then, the Korean wave hit

Southeast Asian countries including Thailand.

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Thailand-Korea Relations

• 1389 – 1392 King Kongyang & King Ramesuan (Ayuthaya Kingdom)

• 1950 Korean war

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Thailand-Korea Relations

• October 1, 1958 Thailand established diplomatic relations with the Republic of Korea.

•October, 2008 Thailand and Korea celebrated 50 years of relationship.

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Aridang (1980)

Video clip of a Thai film called ‘Aridang’(http://www.youtube.com/watch?v=6l4diPFTlUA&feature=related)

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Korean wave in Thailand

• TV series

• movies

• music

• games

• food

• fashion

• tourism

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Autumn in my heart

Video clip of a Korean drama called ‘Autumn in my heart’http://www.youtube.com/watch?v=7KQo5aAmXe0&feature=related

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Dae Jung Geum (Jewel in the Palace)

Video clip of a Korean drama called ‘Dae Jung Geum’http://www.youtube.com/watch?v=VVW6wiaagvI

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Korean pop songs/singers

http://www.youtube.com/watch?v=OyLoNTrqfaA&feature=related

Video clip of a Korean singer called ‘Rain’

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Influences of Korean wave

Original versionhttp://www.youtube.com/watch?v=z2zWrYtsGFY

Covered versionhttp://www.youtube.com/watch?v=031N31B4EvM

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Influences of Korean wave

http://www.youtube.com/watch?v=881VwcvtJtc

Video clip of a Thai singer called ‘Bie’

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Thai singers in Korea

http://www.youtube.com/watch?v=Vlu8vhKyiE0&feature=related

Video clip of a Thai singer called ‘Ice’

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Korean drama filmed in Thailand

http://www.youtube.com/watch?v=VOmV_FK3HsA&feature=related

Video clip of a Korean drama called ‘Full House’

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Korean Language Curriculum

UniversityCourses

Elective Minor Major

Prince of Songkla University (Pattani) 1986 1997 2001

Chulalongkorn University 1991 1996

Burapha University 1995 1995 2000

Ramkhamhaeng University 1995

Mahasarakham University 1998 2005

Naresuan University 1998

Srinakharinwirot University 1999 2001 2005

Prince of Songkla University (Phuket/Hadyai)

2000

Silpakorn Univesity 2000 2002 2003

Thammasat University 2002

Khon Kaen University 2003

Rajapat Chiangmai University 1995 2001

Source: Burapha University, Thailand

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Center for Korean Studies

• Institute of Asian Studies of Chulalongkorn University

• Institute of East Asian Studies of Thammasat University

•Center for Korean Studies of Ramkhamhaeng University

•Center for Korean Studies of Burapha University

•Center for Korean Studies of Prince of Songkla University, Pattani Campus

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Tourism Industry

The Korean Tourism Organization has promoted Dae Jung Geum-oriented tourism in Asia, and the U.S. The main outdoor sets built by MBC for shooting of the drama were purchased by the South Korean government and opened as the Dae Jung Geum Theme Park in 2004.

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Tourism Industry

“Over the last three years, there’s been a 30-percent increase in foreigners coming to have plastic surgery. It’s all because of Korean wave.”

Dr. Chung Jong Pil, Cinderella Plastic Surgery Clinic, Seoul, Korea, 2006

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Plastic surgery tour

Thai people, particularly young people,

started to fly to Seoul to improve their looks

with a surgical makeover.

Surgery costs started from $6,000.

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Future of Korean wave

“There never was a Korean wave. Rather, what we are seeing is globalization in its latest iteration and Korea was the first country in Asia to fully embrace the idea.”

Mark James Russell, 2008

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Future of Korean wave

“Singapore is following Korea's footsteps in making the country an entertainment hub and so, in the next 10 years, Thais may become hooked on Singaporean series instead.”

Attaphon Na Bangxang, True Visions' chief program and content officer, Thailand

Source: Bangkok Post