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вЂњSwiriвЂќ, an inspiring movie about the North Korea/South Korea espionage released in 1999, gave Hallyu the public face as it became hugely successful across South East Asian countries. The popular media in the region has attributed the origins of Hallyu to a couple of movies and TV dramas that were released in 1999. Today, South Korea is the worldвЂ™s 12th largest economy. In 1965, KoreaвЂ™s GDP per capita was less than that of Ghana. Over the last two decades, South Korea has become very rich and very futuristic. More recently in 2019, Hallyu had an estimated USD 12.3 billion boost on the Korean economy. The Hallyu effect has been tremendous, contributing to 0.2% of KoreaвЂ™s GDP in 2004, amounting to approximately USD 1.87 billion. Since early 1999, Hallyu has become one of the biggest cultural phenomena across Asia. Hallyu has been a blessing for Korea, its businesses, culture and country image. South KoreaвЂ™s broadcast authorities have been sending delegates to promote their TV programs and cultural content in several countries.

In 2000, a 50-year ban on the exchange of popular culture between Korea and Japan was partly lifted, which improved the surge of Korean popular culture among the Japanese. Hallyu first spread to China and Japan, later to Southeast Asia and several countries worldwide where it continues to have a strong impact. An example of soft power in play is how the US enticed the world to buy its LeviвЂ™s jeans, Apple iPhones, Marlboro cigarettes, Coca-Cola soft drinks and Hollywood movies, by leveraging on a desirable image. Hard force refers to military power or economic power. It refers to the intangible power a country wields through its image, rather than through hard force. Soft power is a popular term coined in 1990 by Harvard political scientist Joseph Nye. It is a way for Korea to develop its вЂњsoft powerвЂќ. South Korea is one of the only countries in the world, if not the only one, that has a dedicated goal to become the worldвЂ™s leading exporter of popular culture.

During former president Barack ObamaвЂ™s state visit to Korea in March 2012, he made reference to the Korean Wave, which was made the countryвЂ™s top priority by the government. It is a collective term used to refer to the phenomenal growth of Korean culture and popular culture encompassing everything from music, movies, drama to online games and Korean cuisine just to name a few. Hallyu is a Chinese term which, when translated, literally means вЂњKorean WaveвЂќ. The Korean Wave (Hallyu) refers to the global popularity of South KoreaвЂ™s cultural economy exporting pop culture, entertainment, music, TV dramas and movies.

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