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K-DRAMA54
The Appeal of K-Drama
Stars like Bae Yong-joon and Lee Young-ae personify the Korean drama frenzy
that is now spreading beyond the Asia-Pacific region, but a closer look into the
phenomenon shows that it has been about more than just pretty faces. In fact, it
could be argued that the shows have made the stars, not the other way around.
Granted, getting Bae could be all it takes to sell a soap opera to audiences in
Japan, China, and other Asian countries, where Hallyu has been a decade-long
fever. The growing reception enjoyed by the dramas in other regions like North
America, Europe, and the Middle East, however, indicates a universal appeal that
transcends different cultural boundaries.
The underlying story behind the worldwide ripple effect generated by Korean
dramas is that they have provided what amounts to safe, middle-of-the-road
entertainment, while mixing in enough sugary, romantic plots and social mobility
angles to keep viewers emotionally invested. Many loyal foreign fans of Korean
soap operas talk about their affection for “Korean-style” romances and fuzzy, feel-
good stories, and most of their comments on online message boards seem to be
about storylines and writing rather than actors and actresses.
Why K-Drama?
02
Chapter
Why K-Drama?55
2014.
What Happens to
My Family?
K-DRAMA56
Family-Based Confucian Values
Many Korean dramas deal with the country’s traditional values in familial
relationships, which strikes a chord with Asian viewers who share the cultural
affinity and makes them reliable family entertainment in other parts of the world.
Fan Hong, a professor at Tsinghua University’s School of Journalism and
Communication, believes that Korean dramas have the power to appeal to
global audiences because jeong—a Korean term for human affection—is usually
a central theme. “Korean dramas deal with everyday life and familiar subjects,
and thus many Chinese people favor Korean dramas for their human codes,”
she explained at a 2005 seminar. “In particular, their main themes are mostly
friendship, family values, and love, which are universal feelings that appeal to a
wide audience. This factor can provide an important connection with people in
other parts of the world as well as China.”
Hong also pointed out that the storytelling of Korean dramas conveys a
uniquely “Korean spirit,” blending
traditional values of Confucianism
w i t h We s t e r n m at e r i a l i s m a n d
individualism, which registers with
the modern audience. Older viewers
can relate to the traditional values
emphasized in the dramas—family
relationships, respect for parents, and
love between siblings—which remain
common virtues in Asian cultures
despite rapid social changes and an
influx of Western individualism over
the past century.
Why K-Drama?57
Less Provocative, More Universal
In addition to having central themes of love, family life, and friendship, Korean
dramas are less sexual and violent than the products coming from Hollywood.
This allows them to reach a wider age range and achieve a borderless appeal that
resonates in more conservative parts of the world such as the Middle East.
Interestingly, the ability to tell a love story without using sexualized images
appears to be an important reason that Korean dramas are winning over more
American viewers. Although Korean television dramas are diverse in genre,
romance remains king, as evidenced by the global popularity of Winter Sonata,
Autumn in My Heart, and Stairway to Heaven. The main purpose of romantic
dramas, in Korea or elsewhere, is to leave viewers feeling warm and happy.
The successful Korean dramas, including the ones mentioned above, have
avoided being too banal and obvious with creative writing, providing intriguing
characters and just enough twists and turns to keep viewers guessing.
2003-2004.
Stairway to Heaven
K-DRAMA58
Simple Stories with Emotional Power
Korean dramas rarely follow the “season” formats that are the norm for American
shows, where networks decide whether or not to renew a series for another year
or over a specific time period based on their ratings and revenue. The Korean
shows are usually designed to last a specific number of episodes, which makes the
narratives more compact and dedicated to a central theme. This contrasts with
American shows, where writers are given more freedom to experiment with the
storyline due to the flexible duration of the series.
This goes some way in explaining why Korean plots are often more
emotionally charged than in the dramas of the West, relying more on dramatizing
evolving relationships or conflicts between sensitive individuals than on simply
creating and connecting incidents. Viewers from China, Hong Kong, and Taiwan
frequently say that their local soap operas aren’t as dramatic or emotionally
sensitive as Korean ones.
No drama better represents
this Korean trait than Winter
S o n a t a , w h i c h t o u c h e d o f f
nothing short of a sensation in
Japan upon its NHK debut in
2004. The show depicts a young
woman and her amnesiac lover
against the backdrop of snow-
covered forests and lakes; it is
mechanically contrived to tell a
beautiful, tragic tale and wet a few
handkerchiefs. Bae Yong-joon,
as the man who can’t remember
© KBS
Why K-Drama?59
his girlfriend, maintains a sense of melancholy and sadness—and, of course,
is all sorts of handsome and gentle. It would have been rare for an American
drama to pursue such a storyline without mixing in a steamy scene or two, but
Winter Sonata managed to do just fine. And Bae’s character seemed to represent
everything Japanese women wanted in men (minus the car accident and memory
loss part).
The Winter Sonata effect is clearly reflected in an Asahi Shimbun article
published on July 2011. The piece stated that “Japanese women now adore men
who are gentle and show less aggression in relationships, a type described as
‘herbivorous,’ as opposed to ‘carnivorous’ men.”
The detailed, often intense depiction of emotional ebb and flow gives Korean
dramas an edginess that is not attributable to sensationalism. This gives them a
cross-national appeal as cultural exports, allowing their positioning as alternatives
to bolder shows from the US, Europe, and Japan. Particularly for viewers in
Asia and the Middle East, the Korean culture and sentiments reflected in Hallyu
dramas seem to come across as more accessible and acceptable than what is seen
in shows made in Hollywood, many of which are awkward for families to watch
together. For such viewers, the lives shown in Korean dramas are for the most
part plausible and something to be emulated, which can’t be said for shows like
Gossip Girl. Almost every Korean drama, moreover, revolves around characters
working their way up from the bottom, which contributes to the shows’ global
popularity because, well, everyone roots for the underdogs.
In many Asian cities, Korean dramas seem to be influencing lifestyles and
consumer behavior, which speaks to their cultural appeal. Many Korean drama
fans spend to share the fashion choices of the stylish fictional characters and crave
the city life they live.
K-DRAMA60
Korean Han Intensifies Drama
Another unique characteristic of Korean dramas is the underlying cultural
trait Koreans refer to as han. This could be described as a collective sentiment
of sorrow, regret, resentment, and, often, yearning for vengeance. This may be
a difficult concept for non-Koreans to understand, as the strong emotions are
accompanied by a sense of passivity, fueled by fatalism. Some scholars have
theorized that han, which is considered a universal element of the Korean
experience, evolved from the country’s historical suffering, including oppressive
Japanese colonial rule and the devastation of the Korean War.
It appears that the complexity of han isn’t keeping foreign viewers from
embracing Korean popular culture, as the sentiment has been critical in adding
emotional depth to global hits like Winter Sonata, Jewel in the Palace, and Autumn
in My Heart. For example, Jewel in the Palace reflects the vicissitudes experienced
by a female protagonist who overcomes all kinds of odds and discrimination as a
woman in a strictly hierarchical society during the Joseon era. The heroine lives
with such han, but she uses it as a driving force in taking her life to a new level. The
story is reflective of minorities who have been historically marginalized, creating an
emotional outlet through dramatic devices and connecting the story with the deep
emotions experienced by the characters. These emotional outbursts motivated by
han draw more sympathy and hope for overcoming adversity and making dreams
come true, not only among Korean audiences but foreign ones as well.
Government Support
It would be difficult to deny that the Korean drama boom has been assisted by
efforts from the South Korean government to build and sustain the wave. The
market for Korean popular culture has grown rapidly since the country adopted
a more open stance on cultural imports in the 1990s. Now, the country is looking
Why K-Drama?61
to exploit the era of globalization with “soft power,” converting its pop culture
products into export items and promoting a youthful and dynamic image of the
country.
The Korean drama boom has gained much of its momentum through
government support. The Korean culture industry has grown dramatically since
the 1990s, a decade that saw
an influx of different culture
along with a policy of greater
openness by the government.
Korean dramas also received
indirect government support
t h r o u g h d e v e l o p m e nt o f
p o p u l a r c u l t u r e i n t h e
past. Today, however, the
government is pushing ahead
with more aggressive policies
to boost the ongoing Hallyu
boom through a variety of
channels, including support for short dramas and amendments to laws related to
the quality of the drama production environment.
Meanwhile, governmental institutions like the Korean Culture and
Information Service and the Korea Foundation are introducing Korean culture in
Central and South American countries where it is relatively unknown. The Korea
Foundation supports the airing of Korean soap operas free of charge; as a result,
Autumn in My Heart and Winter Sonata were dubbed into Spanish for broadcast
in eleven countries, including Mexico, while Jewel in the Palace was shown in
eight Central and South American countries, including Peru.
2000.
Autumn in My Heart
© KBS
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