More than just ‘Gangnam Style’
Looking East to take on the world
LAST weekend saw thousands of K-pop fans at the maiden sold-out concert of Blackpink, a South Korean girl group. Stadium Malawati in Shah Alam comprised mainly screaming teens and young adults. Malaysia’s obsession for all things Korean spells like an affliction — from picking up the Korean language and purchasing merchandise associated with their favourite artistes, to even hopping on a plane to South Korea for a concert. It’s bringing fandom to a whole new level.
The craze is not about to fizzle out any time soon. What is it about Korea that Malaysians, and the world, find appealing? One might say it is the Korean Wave, or “Hallyu” — a term coined to describe South Korea’s expanding global pop culture that encompasses everything, from its music, movies and drama, to online games and even cuisine. Reportedly, South Korea is one of the few countries with a goal of becoming the leading exporter of popular culture. It is a way to develop its “soft power”, showcasing its culture through image, rather than hard force. This is hardly surprising, considering that the Korean Peninsula, for the longest time, was a conquest of Japan and China. It was only in recent decades that South Korea transformed its economy, from agriculture to an industrial powerhouse, and now, a cultural powerhouse.
Rather than gape in awe over Korea’s transformation, we could learn a thing or two from the country’s soft power. From Korean movies, we see evidence of resilience and discipline in every aspect of their lives. They appear to be guided by rules — not a code of behaviour imposed by some authority — but developed by the people over time. Mannerisms, quirks and oddities appear to have a national character. From the music industry, it is the ingenious approach to music videos. One can surely remember Gangnam Style, which took the world by storm in 2012. It had more than 730 million views on YouTube. The song has been extolled by music critics and experts.
Our artistes should be similarly inspired. K-pop stars easily stand out with their unique personalities. They are known for being a triple treat — showmanship, amazing music videos and “fan service”. Their strong engagement with fans isn’t just for show, it goes beyond the usual public appearances our local celebrities opt for. Unlike Malaysian artistes, who grow famous in a short period, Kpop stars are groomed and mentored for years before they get to record their first single.
Malaysian artistes can, among others, start using a strong storyline in their songs and music videos. A catchy tune and sing-along lyrics make for a lively video. Choreography adds colour. Yes, it takes hard work, practice and skill. That said, this newspaper believes that our artistes have what it takes to go global. But unlike their South Korean or Japanese counterparts, our artistes need to spend time and effort to promote their music internationally. They need to be bold, too. But are we ready?
What is it about Korea that Malaysians, and the world, find appealing?