Youhyun Cha, Jeeon Hwang
'Hallyu' (한류) refers to the phenomenon where Korean culture gains popularity in other countries, particularly in the realm of popular culture(pop culture). While it is true that Hallyu has garnered global attention in recent years, the term itself began to be used in the late 1990s as Korean culture gained popularity in Asia. The early Hallyu had a strong influence in Southeast Asia primarily centered in the media industry. This wave gradually spread to the Western world, with Hallyu now easily found in France as well. The media industry has significantly contributed to the rise of Hallyu in France, increasing the recognition of Korean culture. We will explore the status of K-pop and Korean film in France, as well as the anticipated opportunities for cultural exchange led by the media industry.
The popularity of K-pop in France is increasing day by day. According to a research organization, there are 800 K-pop fan clubs in France, with a total membership of 1million persons In line with this growing popularity, K-pop merchandise store has opened in Asian Quarter located in Paris, and the leading K-pop girl group BLACKPINK performed at a charity event hosted by Brigitte Macron, the wife of the French president. Additionally, the South Korean embassy in France has organized large-scale events such as the K-pop World Concert and K-pop Talk Concert. Moreover, during the 2024 Paris Olympics, they opened a 'Korea House' to create a space to enjoy K-pop.
Not only through music but also films, Korean culture is showing strength in France. In recent years, Korean films have received very positive evaluations in France, and according to experts Korean film’s reputation is gradually strengthening. The status of Korean film can be confirmed at the Cannes Film Festival, one of the world's three major international film festivals which is held every May. Whereas it was once rare for Korean films to be invited to Cannes, it is no exaggeration to say that they are now expected to win awards. The interest of the French public in Korean films has significantly increased, especially after Bong Joon-ho's 'Parasite' won the Palme d'Or at Cannes. The unique direction of Korean films, which directly address social inequality and feature relatable characters is sufficient to attract popularity in France, where originality and artistic direction are highly valued.
The popularity of the Korean media industry in France is positively impacting various fields. The rise of Korean media has sparked a trend in France to learn the Korean language, leading to an increase in Korean language courses at educational institutions. Notably, Korean language subjects and majors are being introduced not only in private educational institutions but also in the regular curricula of middle schools, high schools, and even in universities. As of 2023, there are 60 schools in France offering Korean language classes, with approximately 1,800 students enrolled in these classes. Furthermore, a university in Bordeaux reported a competition ratio of 28 to 1 for its Korean language major.
In addition to education, positive impacts on public diplomacy can also be anticipated through the media industry. As Korean content gains popularity in France, the consumption of French media in Korea is also on the rise, creating a good opportunity for cultural and linguistic understanding through the exchange of media industries. The popularity of French music is also increasing in Korea, as evidenced by the hundreds of French music playlists created by Koreans on YouTube. The live video of French rapper Yamê's hit song 'Bécane' has been regrammed thousands of times on Korean social media, and a video which translated the lyrics into Korean had 480,000 views. Additionally, the song 'L'amour, Les Baguettes, Paris' by Korean singer Stella Jang, which is entirely in French, is considered one of her representative songs and receives great love in Korea, surpassing the title track written in Korean from the same album. Stella Jang is a famous singer in Korea, but she grew up in France. So she often releases songs that contain French culture and mood.
Meanwhile, the influence of French media on Korea can also be observed in the film sector. global streaming services like Netflix making it easier to watch films globally,
the Korean public is showing significant interest in French films. Not only existing French film enthusiasts captivated by the artistic nature of French films, but also Korean art cinemas like Cine Cube in Seoul, which regularly screen French films, have broadened the audience for French films. Additionally, French films are frequently screened at major Korean film festivals such as ‘Busan International Film Festival’ and ‘Seoul International Women's Film Festival’, widely promoting the cultural value of French films to Korean audiences.
Thus as Hallyu influences France, the media industries of both countries are actively exchanging, which could lead to more vibrant cultural exchanges between Korea and France. Cultural exchange plays a crucial role in forming bonds between the two countries and serves as a foundation for mutual understanding and respect, highlighting the importance of active cultural exchange. We look forward to the development of Korea-France cultural exchange, including the media industry, and ultimately to the strengthening of ties and cooperation between the two countries.
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