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A Study on New Media and Policies for Supporting Hallyu Content: Focusing on Hallyu Content for the Southeast Asian Market

  • JOURNAL OF INTERNATIONAL STUDIES
  • Abbr : jois
  • 2021, 33(), pp.203~236
  • DOI : 10.22971/jois.33..202106.203
  • Publisher : The Keimyung Institute for International Studies
  • Research Area : Social Science > Area Studies > Regional Studies in general
  • Received : May 15, 2021
  • Accepted : June 23, 2021
  • Published : June 30, 2021

Kim, Saemee 1

1한양대학교 평화연구소

Accredited

ABSTRACT

This study seeks to ascertain the future direction for promoting the continuous consumption and development of Hallyu(K-Culture) entertainment content, particularly considering the Southeast Asian market’s potential in the age of rapidly changing digital platforms. This study contributes to the understanding of the measures that could support the growth of ‘new Hallyu’ in new media environments so that the consumption of Hallyu content occurs in a mutually beneficial way. In-depth interviews with professionals in film, TV drama, and entertainment content production for the Southeast Asian market and experts in the field revealed the demand for Hallyu has increased in the Southeast Asian market with the spread of OTT (Over-the-Top) services. However, paradoxically, expectations for pursuing joint productions with Southeast Asian countries have become lower due to their low profitability. Also, while the large-scale capital investment from OTT servicing companies acts as a safety net that guarantees profits, it comes with the risk of being eroded by giant capital. Comprehensively, it could be said that the potential of the Southeast Asian market is remarkably high. However, the policies for Hallyu content are centered on the localization of ready-made content, such as IP export, rather than supporting joint productions because the Hallyu content market has already become quite prominent in Southeast Asia. Thus, to promote joint productions, measures that could bring mutual profits or create a mutually beneficial foundation for collaboration need to be prepared. In addition, although the marketability and scalability of Hallyu have increased thanks to OTT services, it is necessary to build a virtuous cycle for producing and distributing original content in the Hallyu ecosystem to prevent becoming too dependent on global OTT platforms.

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