The unstoppable Korean dramas

Nanyang Siang Pau, Editorial, 22 April

Korean TV drama series have been popular in Asia for 20 years. Right from the series Autumn in my Heart, Winter Sonata, Jewel in The Palace to My Love From the Star, the audience are deeply attracted to the series. Now the popularity of Descendants of the Sun has surpassed the series mentioned earlier to an unprecedented level.

Descendants of the Sun series are a hit in Asia. The drama series do not only reflect the increasing popularity of Korean culture but also the bulk of money that come along the way while global economy is slowing down.

Japanophile used to be a hit. But this has changed. The rise of Koreaphile (Korean wave) also signifies the Japanese economy is like a river of no return like Japanophile.

It can also be said that there is no replacement for Korean wave which has created a business miracle. Is this true?

China and the West start to have doubts on Korean dramas which have been leading for the past 20 years. How long more will it last?

Financial Times of United Kingdom carried an article on the impact of Descendants of the Sun on China, especially its ambitious entertainment business.

Whenever a Korean drama is popular, it sweeps the entire Asia. Pirated copies and downloading from online has resulted investors to suffer in silent. For many years, it seems fine and no one cares, the subtle success lies in what has the Korean dramas placed to be continuously successful in raking in large sum of money?

The perfect ending of Descendants of the Sun, where Song Joong-ki & Song Hye-kyo shot to fame and whatever fashion, food, and items used and consumed by the couple in the drama are now turning to be huge business potentials. The drama is being investigated by a committee under Korean broadcast for overdose of advertisement placement.

Hollywood movies and even James Bond movie are also full of advertisement placements. But the advertisements have never been so successful like the Korean drama in terms of story line, romantic quotes and even food and beverages consumed by the couple, places they have visited such as café or hotel, place or a product are now offering unlimited business potentials.

Media has analysed the huge business empire offered by Korean dramas such as the candle, lipstick and outfit of Song Hye-kyo, ginseng essence consumed by Song Joong-ki, the café frequented by the couple, Song’s favourite lunch in the drama are all clear motives of advertisers placed in the drama.

The placement of advertisement is intentional but pursuit by audience can be a case of wishful action. This has become the key for the success of Korean drama.

Korean drama today does not only place advertisement as marketing of the products but also offer lucrative business opportunities. Many countries crack their heads to bring the products into the story line, hoping to receive attention from the audience. Product placement has become a marketing trend sweeping the entire world.

Korean’s patriotism is well known. Korean brands of all sectors are found in all Korean dramas, including hand phones, cars, electronic products and others. Its language, culture and tourism are also not spared in product placements in Korean dramas.

Descendants of the Sun started airing in Korea in February. Since iQiyi, a portal aired the series in China, viewership exceeded 2 billion, showing the peak popularity of Korean culture and its business potential in the entire Asia.

Financial Times reported on Chinese government’s unhappiness. While complaining against the impact of Korean wave, China has started its action to counter the Korean wave. This is a positive and aggressive business action in an attempt to tilt the obstacles in developing its entertainment business in China.

China is rich and its action combating Korean wave is worth taking note with anticipation. Malaysia which has been stressing on developing local movies, what would you think of this?