PRESENTATION EXERCISE

BUSINESS COMMUNICATION
Topic: The development of Korean Drama Group students of EBBA1:
Vu Lan Huong Le Thanh Huong Nguyen Mai Ly Vu Thi Thu Huong Pham Thu Huyen

I. The beginning of Korean drama: Behind the strong growth of Korean cinema, few people know that before 1990 this cinema was in crisis. At this time, the words "film" was very strange for the public. Some films had been international praise but that did not increase revenue. According to survey data for 100 people including 50 young people (16-18) years old, 50 adults (35-45) years old (80% are women), only 5% young people and 30% adults known 1990 was marked in the development of Korean cinema. The most famous filmmakers in Korea at that time was Im Kwon Taek , but his movies were not welcome in his country. Because the films were "very confusing" and almost exclusively to serve the International Film Festival. The situation at South Korea's film was very bleak. Films were made under the obsolete thinking, the subjects older than the new life. One year, the filmmakers produced no more than 10 films. The movie theater projector was 98% of U.S. It all began to change when the '90s, The Minister of Culture was taken office. He came as a filmmaker , he had submitted the film project to government to reform comprehensively. His submissions stressed the important role of cinema as a tool to promote the image of the "Asians dragons" Korea for the World , the government had made impressive and immediately brought this matter to become one of the top national policy. The leaders of South Korea towarded the development model of American cinema. They chose those talents and qualities to send to the U.S. training. More than 300 people were selected criteria were young (from 18 to 25 years) and had a little basic English. The Korean government funded all expenditures. Since returning to America, "new wave" eager to apply everything they've learned. But immediately, they encountered old problems of Korean Cinema. However, the debate was quickly extinguished by the support from the government After 1988, the wave of democratization began rising , when life became more open , the change of art . At first mainly talking about freedom, struggle and the enormous problems now they started talking more art than entertainment., which sold more tickets. Only after about five years , Korean government also encouraged private and foreign corporate investment in recreational infrastructure for film and television with the best incentives. The theater, studio modern massively released. Campaign for young filmmakers began to spread. By his own money or money of the investors in the region , most of the film production company of older people which did not adapt to new environmental investment, young people had to jump into and they slowly formed the film production company of their own. Even if investors withdrew from the film field, the young filmmakers continued their work. The filmmakers and each component 2

were rejuvenation . These people even less experience but it changed the history of Korean film by risky. This is completely different to the style of previous generations. There was good infrastructure and a "new wave" of the film was trained in the capital of world cinema Hollywood II. Korean wave ( Hallyu) 1. What is Korean wave? Korean wave or Korean fever refers to the fast increased popularity of South Korean Culture and Korean drama is the leader of this wave. Compared to the previous days, this time was described as the booming period of Korean TV drama. Korean wave easily rolled all over Asia and became a phenomenon. At this time, no one did not cry with Choi Eun Suh (lead character in Autumn in my heart) and Jung Yujin (Winter Sonata) every night.

Winter Sonata the lead drama in Korean wave According to our survey, 46% of the people know the exact year that Korean wave took a boost, of those above, about 63% of people are at the age of 35-45.

The awareness of the started year of Korean wave

35 30 25

people

20 15 10 5 0 1990 1995 year mid 1999 2004

18 - 25 35-45

The results show that Vietnamese people know deeply about Hallyu and are affected at the first step. People of the age from 35- 45 years are influenced much higher than people of the age from 18- 25 years because 11 years ago, they were just over teenager age and Korean drama is now such a strange wind which opens the new looks about life, love, fashion, ect.. So the question is: How did Korean drama do this miracle? 2. The factors which contribute to Korean dramas success: a. Plots: All dramas talked about love, especially love triangle and leukemia. In the situation that drama in region did not develop and wasnt concerned like nowadays, Korean drama with interesting topics, attractive actors, and beautiful places completely subdues youth audiences. Korean drama authors satisfy people with visual image, background music and other technical aspects, and especially the imagination. They let the audiences freely imagine about lives as in dreams with the sparkling characters. b. Theme: The theme in all Korean drama is Asian culture. The familiar in East Asias cultures makes it easy for audiences from every East Asia countries receive Korean dramas and their plots. c. Economic development: South Korea is a highly developed country with high affluence within Asia, is one of the Four Asian Tigers. The development of this country is reflected greatly in its drama. This is the reason why people want to watch Korean dramas to feel the affluence, prosperity and regal life of Koreans. 3. Many countries in the world are affected by Korean drama: a. Japan: Japan is the country which is affected by Korean drama most, also the market leader in Korean drama export. Started with drama winter sonata in 2002 to IRIS in 2010, Korean 4

drama became a phenomenon and directly affected Japaneses life and awareness. The appeal of winter sonata has derived from the serial play on the possibilities of life with ones first love. It appealed mostly to the middle aged Japanese women have lived in an era when familial roles were heavily gendered and where the change of an era has made youth the center of popular culture in Japan. According to the Presidential Council on Nation Branding (Korea) in 2004, 61% of Japanese said that they had watched Korean dramas and the rate in two year rose to 67.7%. About 42.5% of Japanese said their perceptions and impressions for Korea changed in positive manner after watching Korean dramas.

The status of winter sonatas actors in Tokyo b. China and Taiwan: In 2004, 68% of Chinese answered that they had watched Korean dramas, and the rate in two years later found an increased of 24% , standing at 92.2%. The survey led by the Presidential Council on Nation Branding (Korea) discovered that 60% of the Chinese who had been exposed to Korean dramas came to have a positive image of Korea. Chinese people, especially the youngsters, have started doing plastic surgery due to the attractive appearances of Korean actors and tried to replicate themselves as Korean actresses. In Taiwan, many TV stations (FTV, CTV, Power TV, and E-Phil) have been airing dramas; three fourths of them are from Korean. Face with the massive expansion of Korean drama and worry about its negative effects, Chinese and Taiwanese government has to limit the broadcasting of Korean dramas. c. South East Asia ( Vietnam, Thailand, Singapore, Malaysia, Philippines): In Malaysia, Korean wave has known as the big hit, introduced the Korean culture, language and people. winter sonata was also the first drama which crashed on to Malaysian shores. Follow this drama was Autumn in my heart, Jewel in palace which showcased different sides of Koreas beauty. 5

In Philippines, it is different from other countries in the area. Because of the domination of Taiwanese hit dramas, Korean wave was almost missed out until the premiere of Boys over flowers in 2009. From there, other hit Korean dramas have been aired in Philippines and created the strong Korean wave. In Singapore and Thailand, the Korean dramas fans are almost female and they fall for the actors before loving the drama. Bae Yong Jun, Jang Dong Jun, Won Bin, Lee Min Ho, ect,.. are very popular there. Korean men in the drama have been known as very sparkling appearance, elegant, emotionally sensitive, like the princes in every girls dreams. * Vietnam: According to our survey results, 79% of the people are fan of Korean drama. 21% left, although they are not Korean dramas fan but they admit that Korean drama does affect their life in different aspects.

A spects which are affected by Korean dram a

32%

24% fashion hairstyle behav ior all 15% 29%

On the whole, people are affected by the appearance (24% of the people are affected by fashion and 29% are hairstyle). People who are fans or not, still want themselves to be like actors or actresses in the dramas. 15% of the people are affected by characters behaviors in drama. Among 15% of the people there are almost teenagers. They imitate the way characters talk, eat, walk and even study. Thus, Korean drama may affect both positively and negatively on the development of teenagers. d. North America and Latin America: North America is the most difficult market for foreign dramas. However, with the development of Korean economy and governments effort to spread out Korean culture, many Korean drama clubs has been set up in every states over America. In Latin America, Korean drama has gained most popularity in Brazil, Mexico, Peru and Chile. 4. Hallyu actors and the dramas lead the Korean wave: * Bae Yong Jun and Choi Ji Woo 6

Staring lead characters in Winter sonata, Bae Yong Jun and Choi Ji Woo are two actors who started Korean Wave and brought it to the world. Bae Yong Jun became the idol in every Japanese womens heart and was one of the richest actors in Korean. * Lee Young Ae:

Lee Young Ae and her fame does not only rank in Asia but also in Middle East, Africa and Europe. With character Dae Jang Geum in drama Jewel in palace, she stole all mens hearts by her flawless beauty and intelligence. Jewel in palace is the drama brought Korean history and culture to all over the world. In 2005, nearly half of Hong Kong population watched the final episode of the drama. In China, hundred of million viewers watched the drama though it was shown late at night. In 2007, Jewel in palace achieved 86% in rating in Iran. And in 2008, the drama was considered as the nation drama in Zimbabweans. * Lee Byung Hun and Kim Tae Hee: Lee Byung Hun is the most famous actors in Korean wave. He firstly gathered widespread recognition from drama Beautiful days- one of the most popular exported Korean drama series with Choi Ji Woo. His talent and fame had come to Hollywood so in 2007, he made it Hollywood debut with character Storm Shadow in action movie G.I. Joe. He is one of the first South Korean and few Asian actors who can attract Hollywood. Once again, in 2009, he developed his reputation with action drama IRIS with the most Koreas beautiful actress Kim 7

Tae Hee. Kim Tae Hee rose to stardom by her portrayal of the evil stepsister in the popular series Stairway to heaven. With her talent, knowledge and angel face, she became The most beautiful Korean woman and a idol for every boys and girls from all over Asia. The collaboration of Lee Byung Hun and Kim Tae Hee in IRIS made the drama to be the boom. The drama with new plot, top actors, and beautiful visual image from around the world became top rating drama in this year, not only in South Korea but almost Asia countries.

However, it is the rule that when something reachs its top, it must be fall. Korean drama is not out of this rule. Viewers can not always be attracted by love triangle, diseases and tears. They demand more than it, more creative and unique in the situation that more and more dramas are produced per year with old topics. This problem leads the saturation in Korean drama these days. III. Korean drama s crisis: Stereotyped and copy- cat scenarios , as well as boring issues have made a quite big impact to the quality and content of Korean dramas today. For example, according to many people watching Korean dramas, they realize that almost all the ending scenes of a drama are taken in airports, beaches and hospitals. In the third place, which makes up of 21%, is the beach scene for a happy ending with a couple hand in hand, walking along the shore in the sunset. In second place, all the sad love stories always end up in hospitals, with 30% of possibility. Hospitals are often used for the ending of the super tragic circumstances film with remorse and repentance. Many people do not like to see the movies of this type because it always ends with someone die of cancer or because of illness or something. And the most common scenes , in the first place, made up 41%, is at the airports because it's a perfect location for both the events: meet and separation. Moreover, Korean dramas have now falling in a financial crisis. This is not only because of the salary for the movie stars constantly increasing, but the TV station also pay low copyright, while the taste for domestic films is on a reduction and the "Korean Wave" in foreign 8

countries are showing signs of slowdown. According to some directors, the cost for buying the movie copy right is only sufficient to pay fort about 40 to 60% of the budget filmmaking production while salary for actors and rights for writers is increasing rapidly. Many film producers claim that making dramas during this session will probably have an inevitable losses. This might because the salary for stars is triple in 3 years while the money to buy the movie copyrights is almost unchanged or changes very little. Not only the problem in finance, but also the audiences tend not to care or turn their backs to domestic dramas. At present very few movies can attract the viewer rate above 20%. According to the survey of Nielsen company , in 2004 and 2005, each has 11 movies reached the viewers ratio above 20%. In 2006 and 2007, only six or seven movies could do that. That is in domestic, but overseas demand for Korean film also tends to decrease. According to the Korean Broadcasting Institute (KBI), 2005 was the "glory" year of Korean dramas with export turnover reached $ 101.62 million. But in 2006, revenue declined nearly $ 86 million, the first time that earning from Korean films exporting was reduced, from 2000. Nevertheless, Korean dramas are trying to get over that crisis period by refreshing and renewing with the closer - to - life contents , more dramatic, rapid changes ,the Korean dramas have recently attracted the attention of the audiences. The Public Policy Institute of Korea took a survey on trade image representative of South Korea to foreigners, Korean dramas stand in the 3rd position while the films only in 8th position. And as notified by the Ministry of Knowledge Economy of Korea, these results will be reflected in development policies in order to build the national brands. IV. The development of Korean drama reflects and affects Korean economy 1. The development of Korean drama reflects Korean economy The "Korean wave" of pop culture - known in South Korea as hallyu - is a point of national pride, helping introduce the country to the world and breaking down historical grudges with its neighbors. The soaps have also boosted the popularity of South Korean movies and singing acts. Business leaders are betting on the wave to sell other products, and the government is promoting the trend to attract tourists. Travel agencies in California and across Asia offer package tours of filming sites, which government figures show attracted 200,000 visitors in 2003.Last year,exports of South Korean programs mostly dramas totaled US$71.4 million, up 70% over 2003, according to the Ministry of Culture and Tourism. South Korean dramas arose when the country began deregulating its economy in the wake of the 1997 Asian financial crisis. As entrepreneurs remade the entertainment industry, academics say, creativity blossomed in the arts. 9

Along with television dramas, South Korean movies are gaining recognition in the US. The gritty thriller Old Boy earned the 2004 Grand Prix at the Cannes Film Festival. It played at the San Francisco International Asian American Film Festival earlier this year, along with other South Korean movies now popular on the art-house circuit. The television dramas often start in the childhood of the main characters, who face love triangles, deadly disease, family intrigue, class differences and other obstacles. Most last 20 or 30 episodes, instead of enduring the endless plot twists of US soaps. They tend to have less violence and sex and to emphasize longing and delicate flirtation culminating in a kiss. In South Korea, fans can get their fix of popular shows twice a week, often on consecutive weeknights, and episodes are rerun on weekends. Viewers can also download episodes from the Internet, and show producers monitor online fan postings, which can influence the plots. "Koreans are the number one drama lovers in the world," Lee ByungHoon, producer of the popular historical epic Jewel in the Palace, said over a green tea shake at a Seoul cafe favored by politicians. "Korea is surrounded by powerful neighbors. Throughout history, we have suffered and endured. Koreans keep hope inside and never give up." Episodes of Jewel in the Palace include an evil court lady's plot to hide a bad luck charm in the kitchen to turn the queen's unborn child into a boy; a competition on how to cook whale meat; a doctor using his acupuncture kit to save a woman who ate poisoned berries. Produced for $15 million, the tale of an orphaned kitchen cook who went on to become the king's first female physician 500 years ago has pulled in $40 million worldwide since it first aired in 2003. After reaching as much as 57% of viewers in South Korea, the series spawned a theme park and restaurants in Hong Kong that serve dishes featured on the show. Though popular culture naturally circulates among neighboring countries, that flow was disrupted in East Asia for decades after World War II. Bitterness among other Asian countries over Japan's invasions hampered cultural exchange, and China, isolated under communist rule, cut off cultural influx from the rest of the world. Only in 1998 more than 50 years after the Japanese occupation ended did South Korea gradually lift its ban on cultural imports from Japan. Greater exchange is likely ahead. "Once that is achieved, people who live in the region are able to gain a better understanding of how other parts of their region live and think," said Michael Kim, an assistant professor of Korean Studies at Yonsei University in Seoul. Su-jin Chun, 28, television columnist for the English-language edition of JoongAng Daily, one of South Korea's biggest newspapers, cautioned that the world portrayed on Korean soaps reflects only a part of society. San Bruno's Yesasia.com sells 20,000 to 30,000 English-subtitled Korean dramas every 10

month, a figure it says is steadily growing. In the first six months of this year, the retailer sold more Korean dramas than in all of 2004. In Hawaii, the Honolulu Advertiser prints synopses of the shows, which are broadcast there subtitled in English. The University of Hawaii held a conference last year on how South Korean dramas have influenced pop culture worldwide. The Internet also abounds with bulletin boards, where fans from different countries discuss what happened and what they missed, and can view English-subtitled video clips they've made. In conclusion, from almost Korean films we can find that Korea has a developed economy with high_ living standard. In reality Korea ranked third in Asia and ranked 10th in the world by GDP in 2006. Despite the heavy influence from the Asian economic crisis 1997, this country re-covered the economy quickly and strongly. Besides, Korean drama also reflects many households, patterns of small and medium businesses. In the years 1970 to 1980, the Korean economy focuses on heavy industry and automobile production; and now are comestic and fashion industry. 2. The development of Korean drama affects Korean economy a. Korean economy: A new report has indicated that through television dramas and pop music, the Korean Wave in Asia has brought many benefits for the Korean economy. International Trade Association Korea (KITA), exports of the country's film in 2004 reached 58.3 million, sales of television programs has increased 69.6% to 71.5 milliondollars. KITA said that in 2004, sales of goods and cultural products "pop" and South Korean tourist in Japan, Thailand, China, Hong Kong, Taiwan was 2,100 billion won (approximately equivalent 2.13 billion dollars). Cultural wave "pop" in Asia, Korea has contributed to gross domestic product (GDP) rose 0.18% in the past year, and also attracts many foreign investments to develop its economy. b. Korean tourism: Four decades ago, GDP per capita of South Korea was comparable to many of the poorer countries of Africa and Asia. But since the 1960s, the Koreans have achieved an incredible record of growth and have developed into the high-tech, modern, global economy resulting in the country joining the trillion dollar club in 2004. Currently, Koreas GDP per capita ( in 2008 it was about $24,800 USD) is roughly the same as the European countries of Greece and Spain. The current GDP ( from 2007) is $1.201 trillion USD and growing at a 2008 projected rate of over 4% . Of this GDP, a majority (over 57.6%) is driven by the Services sector ( majority of this sector is tourism). It can be denied that drama has contributed to Korean tourism a large 11

amount of tourists. Surprisingly, according to our survey, 98% people want to travel to Korean after watching a drama whether they are a Korean dramas fan or not. 2% people left do not want to visit because they do not have money. The reasons why they want to go to Korea after watching a drama are diverse: beautiful and dynamic countries, food, attractive actors, plastic surgery and cosmetic.

Reasons for travelling to Korea

9% 18% 39% beautiful country food actors plastic surgery 14% 20% cosmetic

Drama is absolutely the best way to advertise every aspects of a countries. Thanks to Korean drama, Korean has show off to the world its beauty and a dynamic economy. In 2006, over six million foreign tourists visited South Korea, and in 2007, it increased to 6.4 million, make South Korea to be the 36th most visited country in the world. Most of tourists come from Japan, China, South East Asia and Hong Kong The regions which are affected by Korean wave most. Korean dramas directors are very professional to choose which angles are excellent to show the most beautiful scenery. With the development of the export of Korean dramas, the phenomenon Korean wave become stronger day by day. One professor said: Asia is awash in a way of popular cultural products out of South Korea. As the result, many tourists choose to go to Korean to see these places by their own eyes. For example, certain Korean dramas ( Winter sonata, Autumn in my heart, Dea Jang Gum) become so popular that organized tours bring Japanese to their filming locations in Korea. Taking Taiwan as another example, the first Korean soap operas was put on screen in Taiwan in 1996, and until now the Korean drama is still popular. Based on the report of Tourism Bureau of Taiwan, it shows that from 2001 to 2006, the number of Taiwanese tourists come to Korea has increased. These TV dramas have successfully 12

boosted the countrys tourism, particularly tourist from Taiwan and Japan. As the Korean drama is becoming more popular, the number of tourists goes higher. Outbound Departure of Nationals of the Republic of China by destination, 2002-2007

Between 2002 and 2007, the number of Taiwanese visitors who went to Korea has quadrupled from 120,208 to 457,095 while the number to Japan, Hong Kong and Singapore has grown be more specific for less than twice of the original figure. 13

Korea Thailand media center announced that Thailands broadcast stations has aired total 180 Korean dramas from 2002. In a first year, just about 5 dramas was broadcasted but between 2006 and 2009, the total dramas was 118. It means that Korean dramas was aired every 100 minutes each day in all over Thailand. From a survey, 97% Thailand reporters said that Korean images has been more popular for 5 years and 62.2% said because of Korean drama. The number of Thailand tourists go to Korea increased from 73.900 from 2002 to 190.000 in 2009. c. Cosmetic, plastic surgery and fashion industry: Korean actors have a big impact on consumer culture, including food, fashion, make up trends and even plastic surgery. In the streets of all large Asia cities, we easily see teenagers or even older people wearing and making up Korean styles. They adapt the way of dressing, hairstyles, make upal the way up to plastic surgery , just to be like their favorite Korean stars. They decorate their backpacks, mobile phones, laptops and rooms with posters and photos of their idols.

Korea fashion market started expanding when Korean wave began. There are three major market segments: mens wear, womens fashion and young casual wear , showed vigorous sales growth from 1999. Mens wear sales increased 294%, from $1,016 million USD in 1991 to $2,989 million USD in 1999. At the same time, the womens wear market segment expanded by 185%, while young casual clothing sales grew 179%. Korean drama stars and their wild popularity in Asia has affected the Korean cosmetic industry. Because of the stars fame, almost cosmetic brands use celebrities as their models, spokespeople and step by step visibility in Asia. Korean drama marketed globally continue to contribute to the acceptance of Korean cosmetics internationally. The youthful beauty of female superstars has made a strong impact on foreign audiences interested in beauty care. Korean cosmetics have made steady inroads into Japan, China , Southeast Asia , the Middle East and even USA. At this rate, its feasible that Korea could be even be at the very top of the international cosmetic industry in the near future. 14

Last but not least, with the beauty of actors that every Korean dramas viewers dream of, there is a huge plastic surgery industry behind. It is said that 95% Korean stars have done plastic surgery. Plastic surgery industry took off after South Korea recovered from the 1997 economic crisis and developed fast from Korean wave in 1999. Many Asians ( almost female) go to Korea to do plastic surgery, make it called The medical tourism industry. According to our survey, there are 76% want to go to Korea to do plastic surgery. Korean doctors are known abroad for abundant experiences and expertise in cosmetic and aesthetic treatments so people, especially girls choose to go to Korean when they need to do plastic surgery. The medical tourism industry has brought a great profit to South Koreans tourism. V. Bibliography: - www.apec.org - www.mofa.gov.vn - www.korea.net - www.kto.visitkorea.or.kr - www.sanjaykumarjnu.blogspot.com - Ministry of Culture and Tourism: www.mct.go.kr - Dator Jim and Yongseok Seo, Korea as the Wave of Future: The Emerging Dream Society of Icons and Aesthetic Experience. - Chia Yu Liao and Chun Ju Li , Media Effects of of Korean TV Dramas on Tourism Marketing - Jie Zhang Hong, Surge of Korean Wave: what dose Chinese lack than Korean

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