THE INFLUENCE OF KOREAN WAVE ON HONG KONG AND THE ANALYSIS OF ITS SUCCESS Group 91 1155030452 Chung Pui Lam.

THE INFLUENCE OF KOREAN WAVE ON

HONG KONG AND THE ANALYSIS OF ITS

SUCCESS

Group 911155030452 Chung Pui Lam

CONTENT 內容Content

1 Introduction 簡介2 Literature review 文獻3 Questionnaire 問卷調查4 Methodology 方法5 Result 結果6 Analysis 分析7 Strength and Limitation 強項與不足8 Discussion 討論9 Future Implication 未來方向

INTRODUCTION

http://www.youtube.com/watch?v=9bZkp7q19f0 Gangnam Style – PSY

INTRODUCTION

• 2001: Yi Jong-hwan, Dong-aIlbo from Beijing “No End in Sight for the Korean Wave in China”

• The flow and spread of Korea• Rising popularity of Korean popular culture (Lee, 2011)

Definition of Korean Wave

• A surge in the international visibility of Korean culture beginning in East Asia in the 1990s

• Continuing more recently in U.S., Latin America, the Middle East, and parts of Europe (Revina, 2009)

• the Korean Wave as "the growing popularity of all things Korean, from fashion and film to music and cuisine (Nye, 2009)

• Korean Wave fan clubs: several million members drawn from all over the world (Jung, 2011)

Getting popular in the world

2000’sKorean TV

drama (Daejanggrum,

Full House)+ K-Pop (Rain,

Boa)

Late 2000sK-Pop bands (Big

Bang, Super Junior)

2011K-Pop YouTube view: 1billion

markConcert, fans

meeting, showcase

DEVELOPMENT OF KOREAN WAVE IN HONG KONG

K-Drama, K-Pop other aspects of Korean culture e.g. K-Food, Electric products, variety show, cosmetic products, clothing, tourism

DIFFERENT ASPECTS OF SOUTH KOREAN CULTURE

Korean clothing

Korean cosmetic product

Korean food

Korean electric product

Korean entertain

ment

KOREAN CLOTHING

COSMETIC PRODUCT

KOREAN FOOD

ELECTRIC PRODUCT

ENTERTAINMENT (K-POP, K-DRAMA, K-VARIETY SHOW)

LITERATURE REVIEW1. History and development of Korean Wave (Hae-Joang, 2005) • 1st wave: Asian countries• China & Japan Taiwan, Hong Kong• 2nd wave: other continent • Korean music & drama films, food and fashion. • a catalyst for curiosity about Korean culture and Korea itself• Esp. Korean dramas: an important bridge for the different

countries to encounter Korean culture (Lee, 2011)• Target audience:

middle-aged and older women males and females in teens and 20sgender ratio: majority of women (Yang, 2012)

• 1. Technological superiority of Korean production (Lee, 2012)

• 2. Engaging and touching plot (Park, 2001)• 3. Racial proximity e.g. shared norms of beauty,

sense of Asianness (Kim, 2007)• 4. Physically appealing cast • K-Pop Korean television serials, films and games

2. Reasons of popularity

• 1st wave: TV, CDs, DVDs• 2nd wave: social network services e.g. YouTube,

Facebook

3. Ways of expansion

• A tool of soft power• A tool of soft power• trendy entertainers, new technology, and the

image of contemporary South Korean lives through dramas and movies

• enhancement to the national image of Korea• Led to a surge in sales of Korean industrial

products• Increased interest in Korean tourism resources

(Kim, Kim, Agrusa, Lee, 2012)

4. Promotion of the government of South Korea

METHODOLOGY

Quantitative Cross-sectional studySelf-administrated questionnaireSample Size: 179Target: Teenage (16-25)Method: Snow-ball sampling (Facebook) for exploratory purpise

QUESTIONNAIRE: 6 CATEGORIES

1. Korean wave’s overall

influences in HK

2. Korean clothin

g

3. Korean cosmet

ic produc

ts

4. Korean

food

5. Korean electri

c produc

ts

6. Korean entertainment

RESULT – DESCRIPTIVE ANALYSIS

男25%

女75%

性別

男 女

16-1816%

19-2162%

22-2421%

>251%

年齡

16-18 19-21 22-24 >25

RESULT – DESCRIPTIVE ANALYSIS

中學5%

大專91%

碩士或以上4%

教育程度

中學 大專 碩士或以上

<$100031%

$1001-200033%

$2001-300021%

$3001-400015%

收入

<$1000 $1001-2000 $2001-3000 $3001-4000 >$4000

INFLUENCE OF KOREAN WAVE IN HK - FOOD

1 非常不同意1%

241%

336%

414%

5 非常同意7%

3. 韓國的飲食對香港的影響很大

Strongly agree/agree

40%

Neutral 35%

Strongly disagree/disagree

25%

INFLUENCE OF KOREAN WAVE IN HK -ENTERTAINMENT

1 非常不同意1%

28%

311%

447%

5 非常同意33%

4. 韓國的影視娛樂對香港的影響很大

Strongly agree/agree

80%

Neutral 11%

Strongly disagree/disagree

9%

1 非常不同意26%

224%

319%

413%

5 非常同意17%

29. 我會因為 K-pop 而減少留意本地音樂。

1 非常不同意21%

229%

316%

418%

5 非常同意

16%

28. 我會因為韓國電視節目而減少收看香港電視節目。

1 非常不同意

26%

239%

326%

47%

5 非常同意2%

30. 我會因為韓國電影而減少留意香港電影。

HK TV HK Music HK film

Strongly agree/agree

34% 30% 9%

Neutral 16% 19% 26%

Strongly disagree/disagree

50% 51% 65%

INFLUENCE OF KOREAN WAVE IN HK –CLOTHING &COSMETIC PRODUCTS

1 非常不同意3%2

7%3

7%

443%

5 非常同意39%

5. 韓國的衣著及化妝品對香港的影響很大Strongly agree/agree

83%

Neutral 7%

Strongly disagree/disagree

10%

Strongly agree/agree

49%

Neutral 11%

Strongly disagree/disagree

40%

1 非常不同意

23%

217%

312%

435%

5 非常同意14%

11. 我有使用韓國品牌的化妝品或護膚品。

INFLUENCE OF KOREAN WAVE IN HK –ELECTRIC PRODUCTS

1 非常不同意2% 2

12%

322%

439%

5 非常同意25%

6. 韓國的電子產品對香港的影響很大

Strongly agree/agree

64%

Neutral 22%

Strongly disagree/disagree

14%

1 非常不同意16%

227%

324%

424%

5 非常同意8%

21. 我會購買韓國品牌的手提電話

Strongly agree/agree

32%

Neutral 25%

Strongly disagree/disagree

43%

1. 你最初如何接觸韓國文化？

電視節目41%

廣告1%

報紙1%朋友口中

39%

網上18%

First TouchTV: 41.3%Friends: 39.1%

2. 你現在從那些途徑了解到韓流的資訊？ Ways

1. Internet

2. TV

3. Friends

4. Advertisement

5. Newspaper

6. Radio

電視節目25%

廣告12%

電台2%報紙

9%朋友口中

22%

網上31%

8. 你為甚麼會留意韓國的衣著文化？價錢 , 22.4%

質素 , 38.4%

明星效應 , 30.4%

款式 , 84.8%

受歡迎 , 17.6%Reasons:1. Outlook 84.8%2. Quality3. Celebrity

effect4. Price5. Popularity

價錢30%

質素42%

明星效應9%

款式10%

受歡迎9% Reasons:

1.Quality 42%2.Price 30%3.Outlook4.Celebrity effect

& Popularity

12. 你為什麼使用韓國品牌的化妝品或護膚品？

20. 你為什麼選擇韓國出產的電子產品？

價錢21%

質素35%

明星效應7%

款式25%

受歡迎11% Reasons:

1.Quality 36%

2.Outlook 25%

3.Price 21%

4.Popularity

5.Celebrity effect

26. 你為甚麼會留意韓國的影視娛樂 ?

題材廣泛17%

藝人質素25%

內容創新24%

拍攝手法16%

朋輩影響18%

Reasons:1.Quality of celebrity

25%

2.Creativity 24%

3.Peer Influence 18%

4.Diversity of topics 17%

5.Filming 16%

DATA ANALYSIS: RELIABILITY

Reliability Test Cronbach’s Alpha

Clothing 0.735

Cosmetic product 0.469

Food 0.441

Electric products 0.848

Entertainment 0.786

DATA ANALYSIS: COMPARED BY GENDER

≦0.05 significance

relationship

Clothing P<0.001 Female>maleCosmetic products

P<0.001 Female>male

Food P=0.918Electronic products

P=0.593

Entertainment

P<0.001 Female>male

DATA ANALYSIS: COMPARED BY AGEClothing P=0.601Cosmetic products P=0.512Food P=0.083Electronic products P=0.674Entertainment P=0.983

≦0.05 significanceX relationship

DATA ANALYSIS: COMPARED BY INCOME

≦0.05 significance

X relationship

Clothing P=0.674

Cosmetic products P=0.361

Food P=0.908

Electronic products P=0.266

Entertainment P=0.304

DATA ANALYSIS: PERCEPTION, PERSONAL BEHAVIOR Clothing & Cosmetic product

P< 0.001

Electric product P<0.001Entertainment P<0.02Food P<0.001

DISCUSSION 1: GENDER DIFFERENCE

Items Male FemaleClothing X care

Comfortable Dress-upTrendyStyles: sexy, cute, OL etc

Cosmetic products X make up Make upAttractive outlook

Entertainment Variety ShowX K-Drama& K-Pop

Fantasy

Food & electric products

Focus more on quality and price

DISCUSSION 2: X SIGNIFICANT RELATIONSHIP (AGE &INCOME)1. Age• mainly teenagers

2. Income• don’t need much money• similar price level

DISCUSSION 3: HERD BEHAVIOR

Erikson’s stages of psychosocial development

13-19 years Identity (Peers, Role Model) Social relationship (Erikson, 1968)

Great influence

(peer &media influence)

Trend

Follow(peer

relationship, self-esteem)

Do

ANALYSIS OF ITS SUCCESS

1. Various ways of dissemination • TV• Internet• Friends• Advertisement 2. Promotion by the government• Soft power• Financial assistance • Travel ambassador: celebrity

ANALYSIS OF ITS SUCCESS

3. Marketing strategy• Specific target group• e.g. K-Pop: teenagers, K-Drama: teenagers

&middle-aged • K-entertainment other Korean culture

4. Tense Competition • Competition improve quality• Many brands

INSIGHTS GENERATED FROM THE SURVEY

1. Promotion methods

• Various ways• Outlook

2. More government support

• Financial assistance• Education• Venue

3. Intrinsic competition• Open up the market

4. Training/Education• Undergraduate programme/ courses• Scholarship (increase motivation) • Internship (local and foreign company)

STRENGTH AND LIMITATION

1. Inadequate sample - less than 200 subjects

2. Reliability and validity- X pilot test- X validation test for questionnaire

STRENGTH AND LIMITATION

3. Representativeness- Facebook friends: general background x represent a more general population

4. Imbalanced gender ratio1:3 (Male: Female) Reasonable: Females Korean Wave

CONCLUSION

FUTURE DIRECTION

REFERENCE

oErikson, E. H. (1968). Identity: Youth and crisis (No. 7). WW Norton & Company.

oHae-Joang, C. (2005). Reading the ‘Korean wave’as a sign of global shift.Korea Journal, 45(4), 147-182.

oJung, S. (2011). K-pop, Indonesian fandom, and social media.Transformative Works and Cultures, 8

oKim, Jeongmi. 2007. “Why Does Hallyu Matter? The Significance of the Korean

oKim, S., Kim, M., Agrusa, J., & Lee, A. (2012). Does a food-themed TV drama affect perceptions of national image and intention to visit a country? An empirical study of Korea TV drama. Journal of Travel & Tourism Marketing,29(4), 313-326

oLee, S. (2012). The structure of the appeal of korean wave texts. Korea Observer, 43(3), 447-469. Retrieved from http://search.proquest.com/docview/1268144643?accountid=10371

oLee, S. J. (2011). The Korean Wave: The Seoul of Asia. The Elon Journal of Undergraduate Research in Communications, 2(1), 85-93.

REFERENCE

oNye, J. S. (2009). South Korea’s Growing Soft Power. Project Syndicate, November, 10.

oRavina, M. (2009). Introduction: Conceptualizing the Korean Wave.Southeast Review of Asian Studies, 31, 3-9

oWave in South Korea.” Critical Studies in Television 2 (2): 47-105.

oYang, J. (2012). The Korean Wave (Hallyu) in East Asia: A Comparison of Chinese, Japanese, and Taiwanese Audiences Who Watch Korean TV Dramas. Development and Society, 41(1), 103-147.

oYi, J. H. (2001). Jungguk-ui ‘hallyu’-neun meomchuji anneunda. No End in Sight for the Korean Wave in China). Dong-a Ilbo, February, 12.

~END~ Thank You