Last updated: Nov. 10, 2022
The 2022 Coachella Valley Music and Arts Festival took place in California on the weekends of April 15-April 24. The annual festival brings in many big-name American artists such as Harry Styles, Megan Thee Stallion, The Weekend, and more. However, the festival also brings in Korean artists from the K-pop industry such as Epik High, 2NE1, and Jackson Wang from GOT7[1]. To see Korean artists perform at a popular event such as Coachella reflects the impact of the K-pop industry in the West. In a geopolitical context, South Korea has introduced a novel and unique source of soft power. Similarly, Japanese anime and manga have the potential to become the equivalent of K-pop in terms of soft power.
Joseph Nye defined soft power as a tool for a state to legitimize its power resulting in less resistance to its wishes from other states[2]. In recent years, South Korea seems to have taken a new approach to increase its soft power – the Hallyu Wave (Korean Wave). The early stages of this approach trace back to the early 2000s when India launched Korean channels to show Korean dramas and soap operas[3]. Consequently, the viewership increased the popularity of Korean exports such as Samsung, Hyundai, and LG. LG Electronics has been the market leader in home appliances for over a decade - having about 35.6% of market shares in Q1 of 2022 - while Samsung became has become the top-seller in 5-G phones - with a total share of 18.6% in Q2 of 2022, just a little bit behind of Xiaomi (19.2%)[4].
However,South Korea did not formally announce the Public Diplomacy Act until 2017, resulting in K-pop emerging as one of the tools of South Korean diplomacy[5]. Thus, in 2018, when the South Korean government visited Pyongyang, they brought 11 artists, including Red Velvet (a K-pop girl group) and Baek Ji-young to perform for Kim Jung-Un[6]. Surprisingly, the Supreme Leader of North Korea expressed interest in the performances and lyrics. This event has marked an increase in engagement between the two states back from 2018 to 2019.
Nevertheless, nothing compares to the impact of BTS (a K-pop boy group). The group has becomeglobally renowned, but their success in the American market sets them apart from other K-pop groups. This success translates to the humanitarian sector as well. For instance, when the #BLM campaign took over the U.S., BTS donated $1 million to support the cause[7]. To match the effort of their idols, the fans – ARMYs – also pitched in collecting another $1 million for the #BLM campaign in just 24 hours. The group and their management company, Hybe Corporation (formally Big Hit Music), also partnered with Hankuk University and Korea Foundation to sponsor Korean language classes at six universities such as Middlebury Language Schools[8].
Globally, BTS remains the only K-pop group to attend the United Nations. Their affiliation with the UN dates back to 2017 when the group joined the Korean Committee for UNICEF to create the “LOVE MYSELF” campaign – an initiative in coordination with UNICEF’s #ENDviolence campaign that raised $2.98 million to help children and teens exposed to violence[9]. Then in 2018 and 2020, BTS returned to deliver a three-minute speech during the launch ceremony at the 73rd session of the UN General Assembly[10] and a short virtual speech at the 75th Assembly[11]. Finally, their position solidified when President Moon appointed BTS as “Special Presidential Envoy” at the 76th UN General Assembly[12].
BTS ranks as one of the most influential boy bands from South Korea, as no other K-pop groups have received invitations to attend a United Nations event or to use their fame to advance humanitarian causes However, K-pop artists tend to incorporate meaningful lyrics that resonate with the masses globally. So, if South Korea continues using K-pop as a soft power source, they can promote foreign policies that would start at a grassroots level since they appeal to the citizens, not the government. But South Korea is not the only country using the entertainment industry to its advantage. Japan, with its anime and manga, follows close behind. Japan also has a unique form of entertainment that challenges traditional sources of soft power. Anime and manga have become increasingly popular across the globe. For instance, One Piece manga has outsold Batman by selling more than 500 million copies globally[13]. Historically, Batman ranks asone of the mostpopular characters globally, so for a Japanese manga to outsell speaks volumes.
One could also argue that Japan could improve its global reputation through anime and manga. Since World War II, Japan still carries the burden of its past deeds. According to Peng Er Lam, Japan still struggles with its quest for soft power due to their poor reputation. Nations view Japan as remorseless militarily and predatory and protectionist economically[14]. If the Japanese government invests in the anime and manga industry, they increase their likelihood of bettering their image as it promotes their language and culture. Due to the high demand for anime shows, streaming websites such as Netflix and Crunchyroll have increased their anime catalog. These websites offer professionally translated subtitles for those who like to enjoy the original voices and learn the language.
Of course, the soft power of the entertainment industry has its limitations. South Korea will not become a strong power in the region – especially considering its geopolitical location. Similarly, people will not forget Japanese history because of the popularity of manga and anime. This form of soft power alone will not make a country a hegemon. At its current stage, entertainment represents an additional pillar of support to stronger soft powers – like economy and information, for example – and hard power. Thus, by employing K-pop, anime, and manga, these countries can increase their already existing soft power while simultaneously improving their image in the global community.
Since the 1990s, when Nye first coined the term “soft power”[15], the world has evolved in many ways: technologically, economically, socially, and politically. With these changes, states need to reevaluate the potential of their available resources as a source of soft power. While not a replacement for hard power or already existing soft power, K-pop serves as an unconventional form with the ability to influence foreign policies through citizens, not the government. And although not yet fully developed, the anime and manga industry has the potential to become another form of unconventional soft power that can assert ideologies of Japanese culture and improve Japan’s image. Thus, the entertainment industry will likely become an important diplomatic tool for South Korea and Japan over time.
[1] Mims, Taylor. “88rising Founder on Assembling a Historic Coachella Set.” Billboard, April 22, 2022. https://www.billboard.com/culture/events/88rising-coachella-sean-miyashiro-interview-1235062156/.
[2] Nye, Joseph S. “Soft Power.” Foreign Policy, no. 80 (1990): 167. https://doi.org/10.2307/1148580.
[3] Mukhopadhyay, Madhura. “Relevance of Soft Power in Fostering India-South Korea Relations – Analysis.” Eurasia Review, June 1, 2016. https://www.eurasiareview.com/01062016-relevance-of-soft-power-in-fostering-india-south-korea-relations-analysis/.
[4] Philip, Lijee and Writankar Mukherjee. 2022. "The Korean Wave: From Samsung to Jungkook, a One-of-a-Kind Invasion is Taking Place [Electronics]." The Economic Times, Jul 31. http://mutex.gmu.edu/login?url=https://www.proquest.com/newspapers/korean-wave-samsung-jungkook-one-kind-invasion-is/docview/2696517221/se-2.
[5] Ministry of Foreign Affairs, and Republic of Korea. “Introducing the 2017 public diplomacy project of Korean citizens view.” Mofa.go.kr. Accessed October 23, 2022. https://www.mofa.go.kr/eng/brd/m_22723/view.do?seq=3062&srchFr=&%3BsrchTo=&%3BsrchWord=&%3BsrchTp=&%3Bmulti_itm_seq=0&%3Bitm_seq_1=0&%3Bitm_seq_2=0&%3Bcompany_cd=&%3Bcompany_nm=&page=8&titleNm=.
[6] Reuters. “South Korean K-Pop Stars Perform for Kim Jong-Un in Pyongyang.” The Guardian. April 1, 2018. https://www.theguardian.com/world/2018/apr/01/south-korean-k-pop-stars-perform-for-kim-jong-un-in-pyongyang.
[7] Turak, Natasha. “K-Pop’s BTS Donated $1 Million to Black Lives Matter, Its Fan Army Matched It in a Day — and Now John Cena’s on Board.” CNBC, June 8, 2020. https://www.cnbc.com/2020/06/08/bts-donated-1-million-to-black-lives-matter-its-fans-matched-it-in-a-day.html.
[8] Gibson, Jenna. How South Korean Pop Culture Can Be a Source of Soft Power. Washington, D.C., DC: Carnegie Endowment for International Peace, 2020.
[9] Unicef.org. “BTS and Big Hit Renew Commitment to ‘LOVE MYSELF’ Campaign to Support UNICEF in Ending Violence and Neglect as Well as Promoting Self-Esteem and Well-Being.” Accessed October 23, 2022. https://www.unicef.org/press-releases/bts-and-big-hit-renew-commitment-love-myself-campaign-support-unicef-ending-violence.
[10] Wang, Cat. “Boy Band BTS to Become First K-Pop Group to Address the United Nations.” CNN, September 20, 2018. https://www.cnn.com/2018/09/20/entertainment/bts-united-nations-intl/index.html.
[11] Unicef.org. “BTS Heartfelt Message to Young People at UNGA.” Accessed October 23, 2022. https://www.unicef.org/lac/en/BTS-LoveMyself.
[12] Oh, Chae Young, and Shihoo Lee. “South Korean President Appoints BTS as Special Envoys before Their Visit to the UN.” ABC News, September 14, 2021. https://abcnews.go.com/International/south-korean-president-appoints-bts-special-envoys-visit/story?id=80006773.
[13] Cacciatore, Francesco. “One Piece Officially Outsells Every Single Batman Comic Ever... Combined.” ScreenRant, March 22, 2022. https://screenrant.com/one-piece-most-successful-manga-sales-record/.
[14] Lam, Peng Er. “Japan’s Quest for ‘Soft Power’: Attraction and Limitation.” East Asia (Piscataway, N.J.) 24, no. 4 (2007): 349. https://doi.org/10.1007/s12140-007-9028-6.
[15] Nye, Joseph S. “Soft Power.” Foreign Policy, no. 80 (1990): 167. https://doi.org/10.2307/1148580.
Tamara Sin graduated from George Mason University in May of 2022.
