By Cho Yong-jun The following is the second in a six-part series of articles on "Blue Ocean of Digital Hallyu (the Korean Wave)" contributed by Cho Yong-jun, Executive Director, Division of Public Relations & Project of the Korea Agency for Digital Opportunities and Promotion (KADO).-Ed. Until when will "Hallyu" (the Korean Wave) persist Five years have already passed since the word "Hallyu" first appeared in the Chinese press. In the initial stage, many people thought that it would a transient fashion led by some popular singers. However, "Hallyu" has gradually spread to drama, game, portal site, and foods, developing into a sort of cultural phenomenon penetrating the Chinese community in Asia. In the case of drama, China imported 67 dramas from South Korea in 2002, accounting for 20.5 percent of the total of 327 dramas it imported from foreign countries. It is the biggest import figure following Hong Kong. For instance, the Korean drama, "Fall Fairy Tale," was aired by 21 Chinese TV channels, and "Winter Sonata" by 11 channels, dominating the Chinese market. According to data announced by Korea Tourism Organization on March 1, Korean dramas and movies that were officially aired on Chinese TV in 2003 and 2004, accounted for 25.4 percent of all foreign movies and dramas aired in China. "Hallyu," which started on the Chinese mainland, has been rapidly spreading to Taiwan, Hong Kong and other Asian countries, generating pride among the Korean people. In particular, "Hallyu"-led by the explosive popularity of the drama series, "Winter Sonata" and such singers as BOAwas singled out as the No. 1 theme leading the Japanese consumer market with a market volume of 500 trillion won. "Hallyu" has become a major hit, creating considerable economic valueadded, and showing the nation's cultural ability to foreign countries. According to data released by the Korea Foundation for Asian Culture Exchange on March 15, the combined economic effect of "Hallyu" on the domestic industry came to as much as 4.479 trillion won. In particular, "Hallyu" has begun to establish itself as a sort of cultural phenomenon. Penetrating the cultural tastes of Asian people is a very important trend related to the future of Asia. Seeking Asianization with cultural contents through digital media or creating an Asian consensus is also a very important factor from the viewpoint of world history. In this way, "Hallyu" has become a phenomenon attracting keen attention from people in Asia and its impact on the economy is massive. Nevertheless, the present "Hallyu" has been largely dependent on several celebrities, displaying the characteristic of the "fever of popular culture." This development calls for Korea to discuss the question of what happens post- "Hallyu" and make proper preparations. This is because the fever of "Hallyu" is showing signs of withering in some Asian regions, including Taiwan, and a climate of outspokenly curbing the "Hallyu" fever is emerging. For instance, the KOTRA trade office in Nagoya, Japan said in its report based on the analysis of the recent edition of the Nikkei Business on March 7 that the "Hallyu" boom in Japan was showing signs of peaking. Recently, some institutions issued reports anticipating a shortened lifespan for "Hallyu." The Government Information Agency released the results of an overseas survey on Korea's national image in November 2004. It was conducted among 3,000 male and female adults aged 18 to 64 living in major cities of the world's three economic superpowers; the United States, Japan and Germany; According to the survey result, 65 percent of the respondents said that they are welldisposed toward Korea as a country, and 72 percent replied they are favorably disposed toward Koreans as people. However, only 59 percent of those polled said they are well-disposed toward Korean products, and even some 42 percent said they have no intention to buy Korean products, against 41 percent hoping to buy them. In terms of confidence, 62 percent and 64 percent of the respondents said they have confidence in Korea and Koreans, respectively. But, just 58 percent expressed their feelings of confidence in Korean products. It indicates that the fever of the "Hallyu" is not leading to a preference for Korean-made products. In Japan, particularly, the fever was hot for the "Hallyu", but cool about Korean products. About 68 percent of the Japanese respondents said they have confidence in Korea, showing the highest percentage among the total of those surveyed, but 43 percent replied they have no confidence in Korean products. The agency's survey results almost coincide with the contents of the March 3 report on the "substance of the 'Hallyu' fever and ways for enterprises to use it strategically," released by the Korea Chamber of Commerce and Industry (KCCI). The KCCI report pointed out that the "Hallyu" phenomenon has generated great effects in the advance of Korea's cultural products to neighboring countries and attraction of foreign tourists to Korea, but failed to lead to an increase in exports of Korean consumer products that are sensitive to fashion. It also showed that the nation's exports of cultural products following the "Hallyu" fever have been concentrated on specific regions and items, proving its failure to diversify genre of "Hallyu" products and export regions. In particular, 'Hallyu"-depending largely on the fame and attraction of several stars-is likely to be short-lived like in the case of "Hong Kong Noir," which swept Asia in the early 1980s, led by several Hong Kong stars, including Chou Yuen-fat. According to the analyzed article of the largest Vietnamese entertainment magazine, "Vietnam Movie and Stage," the top five "Hallyu" stars in 2002 were Kim Seung-woo, Song Seung-hun, Ahn jae-wook, Won Bin and Chang Dong-kon. But, the top five stars changed to Goh Soo, Bae Yong-joon, So Ji-sup, Park Yong-ha and Cha Tae-hyun in 2003. It indicates that the present "Hallyu" fever has a limit from its birth, as shown by the fact that the lifespan of "Hallyu" ends if the fever of stars and dramas cools down. According to the April survey of Korean exporters on the "effects of the 'Hallyu' and ways to utilize it," conducted by KOTRA, 80.5 percent of the 114 respondents said that the "Hallyu" fever will stop within four years. In particular, a Japanese weekly magazine reported on March 31 that a number of Japanese TVs are still airing Korean dramas now, but the viewing rate falls below 10 percent, showing that "Hallyu" fever has completely disappeared. Then, will the "Hallyu" fever that injected strong self-pride in the minds of Korean people really end here Is there no alternative Now, the important thing for Koreans is to do something for improvement, and not just to try and find out where we are. According to a survey result of 10,000 consumers in foreign countries on nation brands, which was conducted by the British brand and marketing survey agency, Anholt-GMI, South Korea ranked 9th in the national brand power among 11 countries surveyed. Noting that it was the most surprising result, Anholt-GMI analyzed that a key factor behind the poor result stems from the fact that a number of Westerners still cannot differentiate between South Korea and North Korea. It means that there is a problem with the national image management of South Korea. The report also cited the rising brand power of Asian countries adjacent to South Korea, including China, as another factor contaminating the Korean brand. On Nov. 29 last year, the International Herald Tribune also reported, "Although South Korea attracted many international events, including the 2002 World Cup Finals, and possesses a number of globallevel enterprises, there is no brand image representing the country." The newspaper also pointed out, "Building national brand should be stressed in various fields, including tourism, marketing, and attraction of investment. But Korea has many negative images as labor-management disputes and North Korea's nuclear threat. It also fell behind Japan and China in terms of marketing abilities." It asserted that Korea needs to develop a national brand representing the image of Korea-like New Zealand's "100% Pure," Malaysia's "Truly Asia," Thailand's "Amazing Thailand," and Hong Kong's "Asia's World City."