“K-Pop Demon Hunters” Rastrella in 1 trillion of KRW: but are we and Japan collect profits?

The successful success of K-pop hunterswhich recently hit the 1 trillion of krw traces of revenue, is arousing a debate on those who truly benefit from the global K wave. While the film has attracted unprecedented attention to Korean culture, most of the profits are reporting in the hands of the US and Japanese companies, not Korean studies.

The experts in the sector affirm that this reflects a wider change in what is now called was “K-Wave 3.0”, in which the Korean cultural brand has become a global mainstream goods, open to production and marketing by companies anywhere in the world.

“K-pop hunters It breaks the old notion that the K-Content must be made by Korean directors with Korean actors “, He said an entertainment insider. “With enough capital, anyone-dependent on the origin can produce K-Content.”

The phenomenon is not limited to films and music. American restaurants chain Panda Express introduced chicken dishes using Samyang Foods’ Buldak sauce, while Trader Joe’s‘Frozen Gimbap in Korean -style exhausted shortly after launch. Walmart has created K-Pop themed pop-up stores and L’Oréal He revealed cosmetics inspired by K-Beauty trends such as hyaluronic acid.

This reflects the previous phases of the Korean wave:

• K-Wave 1.0 Dramas like Winter sonata Win the niche audience abroad.
• K-Wave 2.0: BTS and other global stars that push Korean products into the main retail chains.
• K-Wave 3.0: Brands K now firmly mainstream, with foreign companies that guide many successful initiatives.

Lee Young-Ae, professor of consumer sciences at Inson National University, observed:

“The wave of products related to K waves of global companies highlights its world influence. Korean companies must refine their competitiveness in content, product development and marketing, while the government should face IP protection.”

In the musical industry, K-pop hunters He also raised concerns by showing that Korean -themed pop culture can be successful internationally without Korean entertainment agencies. While the project has contributed to promoting Korean culture all over the world, challenges the idea that Korea has exclusively the creation of K-Content.

This trend is spreading rapidly in consumer goods. Nestlé’s Maggi Launched “Korean spicy ramen” in May, complete with Hangul on the package. McDonald’s, Shake ShackAND Burger King they all launched spicy Korean style hamburgers, while Heinz He made his debut a Korean barbecue sauce.

The online reaction was extraordinarily positive, with the Netizen on Theqoo who call him a “win-win” for the image of Korea without any direct investment:

1. It seems that the content itself goes well, so they probably used the title as a clickbait. Lol
2. The nucleus is excellent, so we get it packed well and enjoy the Halo effect.
3. He promoted Korea in the world without spending a penny – what theft.
4. Korea is fantastic.
5. Promote Korea without spending money – so sweet.
6. I did not spend a penny and I still managed to promote Korea to great. Total wins, right?

It remains to be seen if this new era will be an era of gold for Korean culture or an alarm bell for a stronger home participation.

Sources: Theqoo

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