Seoul: Saebit Publishing, a leading Korean publisher, announced the release of a new book titled "Next Korean Wave: The Future of Hallyu Shaped by Entertainment and Technology," authored by Samseog Ko, a renowned expert in Korean content and IT policy. This comprehensive work delves into the challenges and opportunities the Korean Wave or "hallyu" faces amidst the rapid advancements in artificial intelligence (AI) and digital transformation, offering a bold vision for Korea's emergence as a global cultural leader.
According to Yonhap News Agency, over the past three decades, hallyu has emerged as Korea's signature cultural brand, significantly contributing to the nation's competitiveness and future growth. Korean dramas, K-pop, and other cultural exports have achieved international acclaim, establishing hallyu as a defining cultural phenomenon of the 21st century. However, the Korean Wave confronts new challenges, including anti-hallyu sentiment stemming from cultural differences, a lack of content diversity, and fan fatigue. Experts warn of a potential "crisis" or "peak" of hallyu, which could lead to stagnation if these issues are not addressed.
Furthermore, the Korean content industry's reliance on global streaming platforms such as Netflix and YouTube has raised concerns about its self-sufficiency and the sustainability of the hallyu ecosystem. The emergence of generative AI and advanced technologies is also revolutionizing the content industry, fundamentally altering content creation, production, and consumption processes.
The book poses critical questions: "Can hallyu remain sustainable in the age of AI?" and "What roles should K-content and hallyu play at home and abroad?" Ko addresses these inquiries through detailed accounts of his research conducted in hallyu hotspots such as Southeast Asia, the United States, and China.
"Next Korean Wave" is divided into two main sections. The first chapter provides a summary of hallyu's historical trajectory and current status, while the second chapter explores the future of hallyu, centering on the integration of entertainment and technology, referred to as "entertech." It proposes specific strategies for ensuring the sustainable growth of hallyu.
Ko draws on insights from global content and IT trends observed at CES, the world's largest IT exhibition, and SXSW, a prominent content festival, to outline the path forward for the domestic content industry and hallyu. Currently, Ko is a chair professor at Dongguk University's AI Convergence College and serves as the standing representative of the National Assembly Entertech Forum. He has also held the position of chairman of the K-Culture Strategy Committee under the Global Responsible Power Nation Committee, directly under Democratic Party presidential candidate Lee Jae-myung.
The book "Next Korean Wave" will be available from June 15 at major bookstores and online retailers.