Battle of the Pops

The world of entertainment is cutthroat. It evolves with the ever-transient tastes of the public. However, the game is high-risk high reward. With such popularity comes worldwide publicity and expansion— the visibility of culture to the rest of the world. The article speaks of the declining popularity of Japanese pop culture and its replacement with its Korean alternative.

There is a clear difference in approach between the two: a modern vs. traditional approach. The article insinuates certain complacency in the Japanese pop culture scene due to its established popularity. Contrarily, Korean groups are taking advantage of social media platforms, international advertisements, and other branding opportunities to imprint themselves on the overseas conscious. Even the fan base has followed this suit, creating dubbed versions of performances/other media for greater foreign exposure.

There was one part of the article that particularly caught my eye. In regards to companies using Korean pop culture icons for their brands that “cherry pick the  country’s entertainment industry when launching ad and marketing campaigns”. Companies are taking advantage of these industries to boost their own. Obviously, this importance of this article does not lie in fact that people are seeking new forms of entertainment. Rather, this shift results in economic consequences.  The goal of these media magnates is to capture the gaze of the Asian continent, as they are the largest consumer of media exports. Rates of consumption have steadily increased for the most part, and absolutely skyrocketed in the Greater China area. Korea is steadily reaching Japan’s broadcast export ($221 million vs $223 million), and will likely eclipse it in the coming years.

The article also gives interesting insight into shifting cultural values. The relationship between Japan and Korea is complex. Ebbing and flowing as the two try to reach mutual understanding. Some of the older generations of Japanese people carry trepidation when in comes to Korea. With the instillation of Korean media, the younger generation can usher in a new culture of acceptance. We have already seen instances of both parties trying to mend prior strife. For example, Abe Shinzo offering 1 billion yen in support of sexual assault victims during WWII.