Riding the Korean Wave - Cultural Influence and Brand Strategy

South Korean culture has steadily grown and spread throughout Asia over the past decade and is reaching Europe and the US.

Riding the Korean Wave – Cultural Influence and Brand Strategy

Jo Bowman

Winter Sonata was, on the face of it, just another TV drama series. But as this heart-wrenching love story unfolded on South Korean channel KBS in 2002, so too did a wave of enthusiasm for all things Korean that has since enveloped much of Asia, and now looks to be lapping at the shores of Europe and the US. The stars of the programme have gone on to become household names across the region; they are part of the 'hallyu' – or 'Korean wave' –...

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