Why is K-Culture So Consumable?

Written by: Darius Chen (22-E4), Ignatius Lee (22-O5)

Designed by: Teong Chee Kai (23-O4)

From music, movies to even variety shows, the world has fallen in love with the South Korean entertainment scene. It is becoming more and more common  to see hordes of screaming fans cheering for their favourite idols performing on stage, or fans of various actors spending huge amounts of money on merchandise from their favourite artists. Of course, the popularity of the Korean Wave¹ is driven by various factors, and this article will aim to explore various aspects of the entertainment industry to uncover exactly why K-Culture is so consumable. 

Firstly, the shining gem of the Korean Wave - Kpop. 

From first generation artists like H.O.T. and Rain to fourth generation ones like NewJeans and NCT, Kpop groups and their labels have differentiated themselves from their competitors in other genres in a very effective and successful manner. Catchy lyrics that make use of repetition (Sorry Sorry by Super Junior), and flashy choreography with easy to follow ‘point dances’ (Hype Boy by NewJeans) have made Kpop even more appealing to a wider audience, who continually look for new things that would interest them.

With the introduction of apps like TikTok, fans are able to share dance challenges, helping to expand Kpop's global reach. Kpop labels are also making use of unique strategies to help ensure that fans continue to support their artists throughout the years. Idols often take part in or create variety shows to promote themselves, often showing off their ‘real sides’ in an attempt to get closer to their fans. Physical album releases often contain items like photocards, stickers and posters - all of which are hardly seen in Western music releases, and help to attract fans to buy the albums in order to obtain such collectibles. Furthermore, Kpop releases are rampant, and individual artists release music frequently, allowing one to consume an endless stream of entertainment.

For example, Kpop boy group Seventeen has released their own brand of variety shows, through a series known as Going Seventeen. In the series, the idols carry out challenges such as through games like Mafia (Don’t Lie Episodes), or simply enjoy themselves while on holiday (TTT Episodes). The series has managed to attract a whole new following for the group, with the fans of the series alone known as CUBICS. More often than not, the fans of the variety show often transition to becoming fans of the group. This successful branding and promotion has helped boost Kpop groups to an even higher level of popularity and stardom, and labels are continuing to find even newer ways to promote their artists, such as through the usage of NFTs. With such unique experiences and so much to watch and listen to, it is no wonder why Kpop is so consumable. 

Going Seventeen - Don’t Lie III #1. (Credits: SEVENTEEN Youtube Channel)

Other than that, K-dramas play a large role in the entertainment industry. Dramas like Descendants of the Sun and Squid Game were watched by millions of people around the world, with the number of people watching these dramas only set to increase as bigger production houses, like Netflix, become increasingly involved with the K-drama scene. Korean dramas are known for their intense storylines and high production value. Quality acting and engrossing plots also help to rope in large audiences. The way K-dramas tackle societal issues, personal struggles, and universal themes such as family, friendship, and love make for thoughtful content that resonates with audiences across countries. To put it simply, K-dramas make us feel whole and often successfully tap into our shared human experiences and emotions.

More often than not, K-dramas portray a reality that we want to see ourselves live out. Heart-fluttering plots and attractive leads help us to engross ourselves in these dramas, and many often imagine what it would be like to be one of the characters in the drama. Since life has only gotten busier, particularly in developed countries, K-dramas provide a much needed space for one to let go of one's stress and allows one to make a quick attempt at relaxing. The fact that typical K-dramas also only come in at 16 episodes means that the shows are easy to binge watch, allowing viewers to quickly enjoy the various programming.

Thanks to streaming platforms like Netflix and Disney+, K-dramas have only been made more accessible to wider and more international audiences, who readily consume the various dramas that producers come up with. Shows like Squid Game have been released to international acclaim, with the show even receiving an Emmy nomination for Best Drama, marking a large success for K-drama. With a wider audience and international recognition, it is only possible for K-dramas to continue to rise in popularity around the globe.

Various K-dramas. (Credits: Her World Singapore) 

Lastly, K-variety. 

Korean variety shows often have unique premises that are not seen anywhere else in the world. Naturally, this piques the curiosity of people who may be looking for a new programme  to watch. For example, the longest running show, Running Man, prides itself on challenging its cast to play hilarious and difficult games, with prizes going to the winner of these games. Other interesting concepts include shows like We Got Married, where idols pretend to be a married couple, or King of Mask Singer, where celebrities hide behind a mask and compete in their singing abilities.  

The success of such shows has been seen in cases where such unique concepts have been imported to other countries. Running Man has seen numerous iterations in China and Asia. The King of Mask Singer format has also been imported to the United States, and has also proved successful there. The numerous imports of Korean variety concepts only prove how well-received such concepts are around the globe, successfully attracting new audiences as well as much investment in the form of product placements and advertisements.

What makes these shows so consumable is the genuine authenticity and great humour. Korean variety shows pride themselves on being unscripted, and reactions from cast members are often genuine and real. Jokes often come out of the very clever wit of the cast, and production crews rarely interfere in the conversations of the members. Humour, in the form of slapstick or through jokes, often presents itself frequently in the shows, allowing one to enjoy an hour and a half of pure laughter. In a world where laughter is much needed, Korean variety shows provide us with much entertainment and light-hearted, genuine moments.

Running Man. (Credits: SBS)

Ultimately, what makes K-Culture so consumable? The answer is simple - the industry allows us to consume as much as possible. Unique concepts and experiences from the entire industry that are not seen anywhere else, and its  genuine intention to entertain audiences help to pique interests worldwide, and bring attention to the entertainment scene. Such experiences help to evoke  emotions that can be shared with others, keeping one very hooked to K-Culture. 

_{¹ The Korean Wave pertains to the popularity Korea's cultural economy has gained around the world, specifically in terms of K-pop, K-dramas, movies, and other Korean entertainment cultures.}

References https://www.washingtonpost.com/arts-entertainment/interactive/2021/kpop-bts-youtube-twitter-blackpink/https://elle.com.sg/2021/08/18/how-k-dramas-became-so-popular-and-why-the-world-cant-get-enough/#:~:text=K%2Ddramas%20are%20generally%20known,the%20characters%20and%20the%20audience.  https://whatnerd.com/korean-variety-shows-addicting/