Abstract
Inspired by Affect Theory and Assemblage Theory, this project examines ways in which Korean government agencies mobilise the idea of cultural attractiveness in the nation branding campaign Hallyu (the Korean Wave). Based on an analysis of state-led KOREA.net publications, this project explores the implications of ‘cultural attractiveness’ and points to the practices of neo-Orientalist self-exoticism. The nation brand Korea emphasises Koreans by attaching the prefix K- to cultural products in various forms, such as K-pop, K-drama, K-food, and K-cosmetics. Simultaneously, Korea’s desire for recognition by the hegemonic West is reflected in shaping the image of Korea as a virtual space for exchanging affective capital and actualising consumerist desires to experience ‘the exotic Far East’. By adopting a docile position, the ‘K-‘ serves Western consumers with multi-sensorial attractions and Koreanness is shaped in accordance with consumer demands. Therefore, in the guise of cultural experience, Koreanness becomes ‘edible’ ‘watchable’ and ‘possessable’ capital in both tangible and intangible forms whilst Korea becomes an exclusive provider of such multi-sensory pleasures. Furthermore, due to the prevailing rules of West-dominant global capitalism, Korea is imposed to become disempowered and potentially subjugated to the West. In conclusion, the research notes the wariness that the growing popularity of soft power may inadvertently perpetuate the hegemonic power imbalance by illuminating the ‘successful’ Korean case that is modelled after by subaltern countries.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2026 Special Focus—The Image as Advocate: Shaping Cultural Conversations
KEYWORDS
The Korean Wave, Soft Power, Cultural Authenticity, Affective Capital
