Abstract:
In recent years, there has been a surge in the international visibility of South Korean culture
throughout the world. Korean popular culture, also known as the “Korean Wave” (Hallyu in
Korean) ranges from Korean music (K-pop), dramas (K-drama), movies, video games, food,
fashion, tourism, and language (Hangul). This cultural phenomenon has also resulted in multilayered
transnational movement of people, information and capital flows to and from South
Korea. The main focus of this paper is to examine the essence of the Korean Wave and its
impact in Sri Lankan society through the concept of soft power. In particular, this paper
explores the origin and spread of the Korean Wave in Sri Lanka, the relationship between the
spread of the Korean culture and social changes in the country, and the changes in the public
perception towards South Korea. Hallyu fan communities in Sri Lanka are a testimony to how
contemporary Korean culture is received outside the geographically and culturally proximate
markets of East Asia and outside the major economic and consumer-driven markets of North
America and Europe. Furthermore, images and information about South Korea are not familiar
to Sri Lankan life as Sri Lankans do not share any significant historical or cultural relations
with South Korea. In such a background, the introduction and spread of Korean culture in a
short span of time is remarkable. This experience helps to understand Korea’s influence in
South Asia which is heavily influenced by Indian and colonial cultures. More broadly, the
paper attempts to examine how diffusion of popular culture in a small state such as Sri Lanka
increases the soft power of the origin nation. The findings conclude that the constant
consumption of Korean popular cultural products has indeed affected the image Sri Lankans
have towards South Korea in a positive way, by improving their knowledge and perception of
South Korea. It also has also urged the consumers to travel to South Korea, learn the language
and build social networks with the Koreans.
