KJCKorea
Journal Central

The 1990s was a time when the socio-cultural environment changed to become more culture-centered, and the influence of popular culture began to expand both domestically and internationally as teenagers and young adults emerged as consumers. In the late 1990s, <The Star is in My Heart> led the first generation of Hallyu, gaining popularity in China and other Asian countries due to its fairytale-like “Cinderella” story archetype and the popularity of actor Ahn Jae-wook. <The Star is in My Heart> combines romantic love with a melodramatic narrative, depicting the main toryline of overcoming real-life obstacles and fulfilling love, even in the face of great hardship. It is a universal narrative that is not limited to a specific society or culture, but emphasizes love, the most fundamental human emotion, and has resonated with the public despite the cultural differences between countries. Add to this the star marketing through the character of Kang Min, who can be seen as both the archetype and variation of the Cinderella story, and it formed the beginning of the formation of fandom culture. The fandom culture of actor Ahn Jae-wook has become an important technique for spreading interest in Korean content, fashion, music, and more, making it more than just a phenomenon that can be seen in isolated works, but a part of Korean culture as a whole.

<Winter Sonata> was a television drama that led the ‘Korean Wave (Hallyu)’ craze in Japan in the 2000s. The popularity of this work in Japan surprised not only Japan but also Korea. Since then, research on the influence of this film has been intensively published. Most of the existing studies analyzed the causes and results of the popularity of ‘Korean Wave (Hallyu)’. However, many studies focused on external factors rather than the internal characteristics of the work. Even in Japanese studies, it was argued that Korean Wave (Hallyu) was not a Korean influence but a Japanese choice. This study attempted to reduce the perspective of these existing studies to the text, and focused on the characteristics of the grammar of <Winter Sonata> as a melodrama and the narrative of finding true self that are combined in multiple layers. <Winter Sonata> was a work that aimed for a narrative goal of attempting to regain oneself while faithfully implementing the characteristics and grammar of melodrama. Therefore, <Winter Sonata> was basically faithful to the grammar and characteristics of melodrama aiming for romantic emotions, while at the same time preparing for basic consultation and reflection on self-identity as the essence of the narrative. The success of Korean Wave (Hallyu) stems from the parallelization of these two internal tendencies.

The global phenomenon of Korean pop culture, commonly referred to as Hallyu or K-Content, has garnered widespread international acclaim. Among the leading forces of this wave are K-dramas such as Squid Game and Kingdom, which have successfully conveyed universal themes through distinctly Korean narratives. Preceding these contemporary successes is the historically significant K-drama Daejanggeum (Jewel in the Palace), which played a pivotal role in expanding Hallyu by resonating with global audiences despite its rootedness in Korea’s unique historical and cultural context. This study examines the factors underlying Daejanggeum’s international success, focusing particularly on its accessibility strategies and its alignment with universal ideological frameworks. Produced prior to the advent of global over-the-top (OTT) platforms, Daejanggeum faced significant accessibility challenges. The production company mitigated these obstacles through targeted promotional campaigns and exclusive broadcasting agreements with overseas networks. Notably, Daejanggeum transcended culturally proximate East Asian markets to achieve popularity in regions such as the United States and the Arab world. The protagonist, Jang Geum, embodies meritocratic ideals by demonstrating personal competence and overcoming rigid social hierarchies independently. By engaging with the universal appeal of neoliberal meritocracy, Daejanggeum secured broad acceptance and critical acclaim across diverse international audiences.