Hallyu Wave

Actor Park Bogum and idol V from BTS vacationing in Jeju Island

The Hallyu Wave, also known as the Korean Wave, is used as an umbrella statement to include all Korean entertainment industries. K-pop, Korean dramas and Korean variety shows are all major attractions to come to South Korea. The country was rebuilding its economy after its collapse by investing in not only the technology and manufacturing industry but as well as in the entertainment. The Hallyu Wave first started in Asia with explosive success; it has now become international. Today, every year the Korean entertainment industry brings in millions from global exports.

EXO Member Sehun showing off the beauty of Jeju island

A popular advertisement method in South Korea is using celebrity endorsements. Using Korean celebrities is very effective for any brand. Idols are the members of a K-pop group who sing and dance. These idols will be used to promote skincare, makeup, restaurants brands and more due the massive influence they have. Companies tend to experience a boosts to sales from fans of the group.  Not only are idols used for advertisement by companies but by the South Korean government as well. For example, the group EXO was chosen in 2018 as ambassadors for a new Korean campaign to promote tourism. Shooting videos with the members experiencing famous tourist spots would bring in potential tourists. These tourists would either wish to experience the destinations themselves or just simply wish to go and take photos of where their idols once were. Even wishing to see their idols faces in cosmetic stores encourages fans to travel to Korea.

K-pop is the most well known part of the entertainment industry. However, the Korean drama and variety show industry is also used to promote tourism as well. Being watched throughout Asia, dramas will be filmed in the beautiful scenery of Korea. Very rarely will the filming location be inside on a green screen. Broadcasting stations are owned by the Korean government; they fund and produce the dramas in locations that tourists would come visit. Many tourists come and like to recreate romantic drama scenes with their own significant others.

My Love From the Stars is a popular drama shot in a tourist town