HALLYU IN VIETNAM
In recent year, the Korean wave has been significantly popular among Asian countries such as China, Hong Kong, Taiwan, Thailand and Indonesia. Korean wave is usually called Hallyu which “is a neologism referring to the increase in the popularity of South Korean culture since late 1990s” (Korean wave, n.d.). This Hallyu trend not only gains popularity in Asian countries like Vietnam, Japan, China and Thailand but also spreads to South America and Europe (tuoitrenews, 2012).
Vietnam is not an exception of this trend. The Doi Moi in 1986, which gave a motivation of media exchange, is the leverage for Korean Wave to come to Vietnam. However until ...view middle of the document...
(Duc Nguyen, 2013).
Moreover a new trend, which is called K-Pop, is the one of the strongest effects to the young Vietnamese. People can understand K-Pop (an abbreviation of Korean pop) as a musical genre originating in South Korea that is characterized by a wide variety of audiovisual elements (K-pop, n.d.). K-Pop plays important role because its fans dominates the other fans of Korean wave. For instance, a statistics of one group named Super Junior in Vietnam shows that they have 279,423 fans in only Vietnam (Socialbakers, n.d.). Furthermore this is merely fans of one group, however there are hundred groups activating in Vietnam. Thus it is easy to imagine the number of K-Pop fan in Vietnam. In addition, the K-Pop fan nowadays start to dress, eat, using Korean things on account of the thought to follow their idols (Manh Nguyen, 2013). Therefore with the numerous of K-Pop fans, the impacts that they give to Vietnam is not small.
In addition, Korean wave has contributed to the change of consumer behavior in Vietnam. Fifteen years ago, it was difficult to find out products labeled “made in Korea”; however after a film shown on VTV3, the products of Double Rich have been popular in Vietnam, which originates the trend of Korean products in Vietnam. (Tam Vuong, 2012). After that series of ad from Korea with famous artist attacked Vietnamese market, which bring Korean culture to Vietnam. People are tend to use goods which are advertised by their favorite artists, thus Korean commodities become more and more common in Vietnam. It is certain that Vietnamese consumers are very familiar with South Korean bedding suites. Vietnamese consumers are also very keen on Korean household goods. Its cosmetics are quite familiar to Vietnamese women as their quality is not inferior to European luxury goods (vccinews.com, 2013). Furthermore due to the influences of Hallyu, people can see the banner and ad using Korea to make them attractive, especially in beauty field. It is clear that beauty industry is a symbol of success of South Korea in Vietnam hence, on the streets, we can easily see some signs such as: Korean beauty salon; Korean hairstyle and Koran cloths (vccinews.com, 2013). In these days, this phenomenon occurs in Vietnam as a result of the extraneous psychology along with the Korean wave’s impacts. The young are attracted by the beauty of Korean artist, thus they want to become as beautiful as Korean, which leads to the thought that Korean cosmetics are always good. In the similar way, when the audiences watch movies, they are accidentally seduced by Korean products because the actor or actress uses that products. As a result Korean culture becomes popular by that way.
a. Negative influences:
As mentioned, Vietnam was influenced by the emergence of Korean Hallyu. But not the entire influence gave a positive impact to the country being influenced by it. Taking an example of loving Korean dramas...