Food as part of Hallyu (Korean Wave) PDF
Preview Food as part of Hallyu (Korean Wave)
Food as part of Hallyu (Korean Wave) 2nd Seminar of King's Asian CCI Research Society Eun-‐hee Kim & Sun-‐kyu Lee What is Hallyu? 韓流 • Korean Wave (한류; ; Hallyu) 韓流 -‐ "Hánliú" ( ) literally means "flow of Korea“ -‐ Expression referring to the increase in the popularity of South Korean culture since the late 1990s -‐ The term was originally coined in mid-‐1999 by Beijing journalists who were surprised by China's growing interest in South Korean culture Hallyu & Dae Jang Geum (2005) • Dae Jang Geum is a very first Korean drama which made a huge success in China and leaded Hallyu • Story about a kitchen cook, Jang-‐Geum, who became the first female physician of King in Joseon Dynasty – her struggle to learn the secrets of tradi]onal Korean cooking and medicine >> Audiences could see various elements of Korean culture such as clothes and cuisine Sta]s]cs about Dae Jang Geum • Imported by Hunan Satellite TV • Ra]ng debut -‐ 8.6%, and even 10% for ci]es like Shanghai and Changsha, which ranks first of all ra]ngs at the same slot over the country • Ra]ngs peaked at 180 million viewers (14% viewer ra]ng in China) – excep]onally high in terms of satellite TV ra]ngs. • 150 million yuan (£16 million) of adver]sing revenue for the first quarter of 2005 >> Unprecedented financial returns for the sta]on, Hunan TV, over 35 million yuan (£3.7 million) Korean Food in Dae Jang Geum ? However… • Despite its massive success in China, the Korean food did not get enough alen]on to be a new cultural trend • Korean food in K-‐Drama was s]ll remained as a thing to see, not to “eat” or “cook” in China Now, My Love from the Star (2014) • South Korean television series about an alien who landed on Earth in the Joseon Dynasty and, 400 years later, falls in love with a top actress Alien in the modern era Actress • The series casted Soo-‐ hyun Kim (an alien) and Ji-‐hyun Jun (a top actress) as main characters Another Huge Success in China • My Love from the Star became the most expensive Korean drama in China; US$35,000 per episode • One of the most viewed streaming shows on Chinese plaqorm iQiyi, which is official importer of My Love from the Star -‐ more than 2.5 billion views • Now ABC has worked for the American remake of My Love from the Star • Xiao Lixin from China Daily – 1) great innova]ons in terms of themes and narra]ve palerns, 2)logical and fast-‐ paced plot with whimsy and roman]c punch lines, 3) high-‐ speed photography and CGI for lifelike visual impact And, “Chi-‐Mac” (Chicken & Beer) KFC Commercial in China hlps://www.youtube.com/watch?v=Qd3uVIjJEQg
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