The Heart of Hallyu 2.0

Author(s)

Elisabeth Jenkins

Faculty Mentor(s)

Volha Isakava (World Languages)

Abstract

The Hallyu Wave is the name for the increase in popularity of South Korean popular visual culture in other countries. It began with Hallyu 1.0, which was more of a regional growth in popularity, occurring approximately between the 1980s and the early 2000s. This presentation will cover Hallyu 2.0, which occurred more globally starting around 2007 and went through the mid-2010s, at which point, Hallyu 3.0 began. Hallyu 2.0 was a result of South Korea taking advantage of new digital technology and social media, mostly by posting contemporary K-pop music on YouTube, as well adding K-dramas to worldwide streaming sites. In the interests of time, and due to the wide scope of Hallyu 2.0, this presentation will only cover a select group of K-pop idols and one K-drama that were at the heart of this wave, and those are Super Junior, SHINee, BIGBANG, and Boys Over Flowers. All three of the K-pop groups were heavily active during the Hallyu 2.0 time period, and they helped pave the way for later interest in groups like BTS, BlackPink, NCT, and more. Boys Over Flowers is also generally regarded as one of the most iconic K-dramas, and the first K-drama people remember becoming popular in the West. Why were these artifacts of visual culture popular in South Korea? Why did these groups and this show in particular become so popular globally and in the United States in particular? And what effects have they had on visual culture in South Korea and beyond?

Keywords: South Korea, K-pop, K-drama, Diversity

Presentation

3 thoughts on “The Heart of Hallyu 2.0”

  1. Thanks for the interesting and clear introduction to Hallyu. This presentation sums up the beginning story of the K-pop’s globalization well.

  2. Elizabeth performed a fantastic analysis of Hallyu’s 3 stages instead of covering Hallyu broadly as a whole. She not only brought up very representative examples but also deeply looked into the reasons and sources of why Hallyu content got its popular movement. I also loved that she provided a clear strong conclusion summing up her ideas before the work cited page.
    Elizabeth’s presentation is well-prepared. Her display is well-organized visually, and her vocal tone, speed, and pronunciation were very neat and engaging. Excellent work!

  3. Excellent work, Elisabeth! Fascinating influences on Korean society and culture! My question is about a “metrosexual” point you make. How does the inclusion/acceptance of more feminine appearance for men influenced queer culture and LGBTQI+ tolerance in Korea, if there is an impact at all?

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