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The Evolution of the Role of Hallyu in the Soft Power of South Korea

Student: Zhunusova Leila

Supervisor: En Un Kim

Faculty: Faculty of World Economy and International Affairs

Educational Programme: Asian Studies (Bachelor)

Year of Graduation: 2020

South Korea is one of the countries that actively uses soft power and is quite successful in its policy. Since the late 1990s there is a cultural phenomenon called the “Korean wave” (or “Hallyu”), which means a surge of interest in Korean popular culture. The Korean wave includes such content as films, music, TV shows, fashion, cosmetics, tourism, TV shows, games and more. The aim of the study is to consider the evolution of the Korean wave as part of the soft power of South Korea: the origins and development. Understanding this process will help us fathom the meaning of Hallyu on the current South Korean agenda. The study analysed theoretical work on the topic of soft power, documents of the Ministry of Culture, Sports and Tourism of the Republic of Korea, as well as organizations KOCCA, KOFICE and KOCIS. The study was carried out using the comparative historical method to compare the historical stages of Korean wave and determine development trends. The results show that the role of Hallyu in Korean politics has changed from a spontaneous cultural phenomenon to an important part of the soft power of the Republic of Korea.

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