Korean Content: Fad or trend? And why it matters.
Recently I had a meeting with an entertainment executive who referred to the success of Korean TV and film as a “fad.”
As a long time Koreaphile, official BTS #army, and the owner of a Viki watch list with too many entries to count, I tried not to take this comment personally. But it made me wonder if others in our industry thought the K wave was a fad. In case you too are wondering, a brief history of Korean content might be in order.
First off, Korean content is not a fleeting fad but instead a trend based on investment, planning, and generational trends-a wave that’s been developing for decades.
If you live in the US, the appearance of Korean entertainment might seem sudden. But for viewers across Asia, watching Korean TV and films is nothing new. Korean dramas have been a juggernaut across Asia since the 1990’s when the Korean drama “What is Love” was broadcast in China and began the mass exportation of Korean dramas to Chinese viewers. Korean series then gained viewers in Japan and across southeast Asia. In the early 2000’s K dramas got viewers Latin America and the Middle East hooked on the storylines and strong visuals. Finally, after becoming hits in other parts of the world, Korean content gained momentum and fans stateside.
So back to the original question. Doesn’t this make Korean content a fad? No. Fads are pet rocks, furbys, or chia pets shaped like Bob Ross; novelties, a flash in the pan. Fads sizzle then fizzle and their popularity is random and fleeting.
On the other hand, trends are built on societal shifts and fueled by industries and investment. Korean content is an ongoing trend built by strong broadcast, tech and creative industries, government agencies, and sped along by societal changes.
Korean content agencies have spent decades championing Korean TV and film and investing in the training and infrastructure to make Korean content successful. Generationally, Gen Z was an early convert to K content, creating fandoms devoted not only to BTS but other KPOP bands like EXO, Monsta X, Red Velvet and Black Pink. Groups and artists that appealed to the racial and ethnic diversity of Gen Z and their less rigid definition of masculinity found in western music.
To put it bluntly, Korean TV, film and music isn’t a momentary fad that will fizzle. It’s a trend that fundamentally shifts entertainment. That’s good news for entertainment fans worldwide hooked on bingeing their latest Korean series.