French media article: South Korea's soft power is reaching its peak

The success of the "Squid Game" TV series now highlights South Korea's place on the world cultural stage, the country has maintained that influence for years, according to the website of the French Institute of International Relations and Strategic Studies on Oct. 22. However, this TV series, like the award-winning film Parasite, is highly critical of Korean society. What are they telling us, a success of South Korea's soft power? Barthélemy Kurmont, Head of Research at the Institute of International Relations and Strategic Studies, analyzed this.

Reporter asked: What do the movie "Parasite" and the TV series "Squid Game" tell us?

Barthelmi Kurmonda: These are two of the most successful works in the world by Korean film and television productions – "Parasite" won the Palme d'Or at the Cannes Film Festival and won several Oscars including Best Picture; "Squid Game" broke the number of viewers after the release of Netflix. Both works are actually critical of Korean society. They all express a sharp view of the pursuit of social success, consumer society, and the capitalist system. These are all inherent characteristics of Korean society. Korean society has experienced a real economic miracle, making social success a goal and a reason for national pride for most people. The vast majority of works on the "Hallyu" phenomenon emphasize this pride.

In this context, Parasite and Squid Games can be seen as countercultural products that view this society with a critical and sharp eye. Their immense success is a testament to the evolution of Korea's soft power – originally part of the national brand dynamics and now offers a wider range. A mature trend can be seen from this. This maturity is the maturity of Korean society, which, while being proud of its achievements, can also critically examine the sometimes rigid, conformist system and chaebol-backed capitalism.

Q: Why is the export of Korean culture so successful? What are the implications?

A: South Korea's soft power, often referred to as the "Korean Wave," has gone through several periods. In the early 1990s, after several years of democratization, it was manifested as creating a pop culture for domestic audiences and achieving some success in China. After the 1997 Asian financial crisis dealt a severe blow to South Korea, this soft power was transformed into a real industry, driven by large blocs, aimed at exporting to the rest of Asia, particularly Southeast Asia. It was in this context that K-pop music began to be exported, and TV series such as "Winter Love Song" achieved great success in ASEAN countries. The third wave was at the beginning of the 21st century, targeting a wider audience, mainly in the first concerts of K-pop music in the Western world, and the great success of Korean musician Park Jae-sang (nicknamed "Uncle Bird") 'Gangnam Style". The impact is first and foremost the commercial aspect, including not only the sales revenue of this industry, but also countless implantable advertisements. The authorities chose to participate, setting up multiple agencies to promote the Hallyu. In many Asian countries, especially in Southeast Asia, South Korea's image has been greatly enhanced by the cultural industry.

Q: How do you analyze this policy that seems to run counter to other countries in the region?

A: The ROK sees soft power as a great opportunity to increase the visibility of the country and its development model. This is a political tactic emphasized by the dynamism of South Korea's democratic civil society. Other Asian countries have soft power strategies in addition to relying on their military tools or economies, but South Korea is a remarkable example of success.

Source: Reference News Network