What Country is most searched for Movies, Music and Arts? Hint it is not Hollywood nor Bollywood
Nation branding is a multi-faceted fusion of actions, activities, and policies. What remains stable is the emotional associations those components leave in our mind. Did you have a burning curiosity that persuaded you to search for a plume-faced Korean performing a bizarre horse-galloping dance? Then you became one of 2,6 billion YouTubers whose hearts were captured by PSY and his phenomenal mockery of Gangnam district. The Korean self-styled rapper showcases how “soft power” can develop into the country’s main weapon that immeasurably enriches its image abroad.
Within several decades, South Korea made a startling transition from an autocratic country known for banned miniskirts, long hair, and rock music to mass producer of soap operas, boy bands, and a catchy pop video. With their tsunami warning, the Korean wave absorbed international attention and vehemently broke on the shores of India and US, loved by movie-buffs around the world.
The Digital Country Index 2016 shows that the birthplace of Hollywood mounted 143% less international searches than K-dramas. Even the colorful Bollywood productions are not getting 13% less digital attention.
South Korea established itself as a hegemony in “Movies, Music & Arts” category. They made the entertainment industry a major tourism booster. 79% of all international searches performed about culture in Korea focus on this sector.
Meanwhile, South Korea is in active preparation for hosting the 2018 Winter Olympics. It exclusively serves to heighten people’s interest in the country. Interestingly enough, another tiger named Soohorang (aka protection) is a new Olympic mascot unanimously chosen to promote the conventional image of Korean values (i.e. strength, trust, and uniqueness).
Psy was humble about his unprecedented success and when asked he told the world, “it just happened.”. In the same light-hearted manner, it just happened that one of the Asian Tigers clearly emerged as a leading cultural exporter in “movie, music, and arts” category. Who knows, maybe we should thank the Korean world’s fast internet for spreading K-culture so fast?
Korea… A truly #DigitalCountry
