Present by KTCC (Korea Thailand Communication Center) www. k-tcc. com
CONTENTS Overview Korea wave History in Thailand. Various Korea waves in Thailand. Economic Effects Weak points & Suggestions
Introduction Overview v Korea wave means the enthusiasm of Asian for the Korean popular culture. v Korea wave in Thailand started lately compared to Japan, China. v Korea wave influencing every fields not only Thai Drama, Music, Game but also food, cosmetics, life style, product, etc. v Purpose of this report: Analyze history and economic effect of Korea wave in Thailand propose ideal suggestions for Korea and Thailand.
Introduction Increasing interest of Korea wave in Thailand ! v First Korean Drama in Thailand 2000 v After that v 2002===5 Drama v 2008=45 Drama v 2003~2010: Total 180 Drama on-aired in Thai TV v Korean Drama Main factor, boom up korea wave in Thailand v Spread Rapidly Rain case
Introduction Increasing interest of Korea wave in Thailand ! v ‘Rain’ first concert in Thailand. [Rainy Day] ü 2004 first show case in Bangkok ü 2 years after ‘Full House’ shooting, February 26, 2006 ü Impact Arena concert hall. 10, 000 seats ü Ticket sold out within 2 days, Ticket price: The cheapest THB 900 The most Expensive THB 6, 000 B
Introduction Increasing interest of Korea wave in Thailand ! v JYP audition after concert for searching the second Rain in Thailand. v KTCC was main sponsor. v More than 300 applicants. v Several TV, Newspaper and magazine appear on this audition.
Drama ü During 4 yeras from 2001 – ü Broadcasted not more than 20 dramas. ü After 2003 Thai TV and production bought Korean drama competitively. Main TV ch 7, ch 3, and i. TV Broadcasting Korean drama at prime time of weekend.
Drama Number of Korean Drama
Music Korean Drama v Dae jang geum Export 65 countries 12, 000 US$ ü 2008 Korean Drama Export Total 180, 000 US$ ü 2006. 5. Survey for Thai people(by KTCC) ü 1)Korea image compare with 5 years ago==97% better ü 2)TV drama effect===62. 2% ü 3)Do you know Rain? ==78% yes ü 4)Korean star model will affect your purchase? 58% positive.
Music Korean Music v K-POP ü Before 2003~2004: European and Japanese music was popular ü Like Grammy, the largest music company in Thailand, try to buying Korean music and OST. ü Grammy and Korean album ü 2007 9, 2008 29, 2009 17, 2010 13 album new launching during 4 years==more than 70 Korean album launching ü Rain’s first album: sold 50, 000 pieces just 2 weeks. ü ‘Full house’ OST album: sold over 50, 000 piece.
Music Korean Music ü Thai music market per year: 20, 000, 000 B ü Korean music market share: 17. 5% ü 10% increase per year ü Channel V 2009 Asian music top 50: Korean music 41
Book Publishing ü Easy to find the ‘Korean book’ ü ‘Daejanggeun’ began the bestseller in two weeks after published. ü Thai publishing company, magazine get interest in Korean star , fashion, culture, tour etc. ü Jamsai published 180 Korean books
Korean Language ü Thai university adopted Korean language curriculum. 1986: Songkla university adopted Korean language as an optional course. 1989: Chulalongkorn university open Korean language curriculum. 2000: Burapa university: Korean language adopted as a major. 2004: Chulalongkorn university established Korea center. ü 20 Thai university teaching Korean language. (Major 7 university)
Travel ü The number of Thai people who visit Korea 2004 Over 100, 000 ü 2004~2009, average increasing rate 13. 28% per year. ü After 2004 similar increasing rate with Korean drama number and Korean wave
Travel Year Number Rate(%) Drama 2000 87, 883 38. 0 1 2001 73, 127 -16. 0 0 2002 73, 972 1. 2 5 2003 78, 243 5. 8 23 2004 102, 588 31. 1 8 2005 112, 724 9. 9 14 2006 128, 555 14. 0 24 2007 146, 792 14. 2 21 2008 160, 687 9. 5 45 2009 190, 972 18. 8 38
Travel Advertisement v Korean Star Advertisement ü Young generations like Korean style and fashion. Hope to visit Korea. Want to using Korean product. ü ü Cosmetic brand Snack for youth Korean Model Korean style advertisement, Korea wave marketing. ü Many Korean star fan clubs in Thailand. Super junior, Bigbang estimate over 200, 000
Travel Advertisement v Thai women 78. 25%: purchased Korean cosmetic v Etude House: 3, 000 US$ per year v Skinfood: 6, 000 US$ per year v 2010. 1 FTA v Fan club v 1)Super junior: 27, 802 v 2)Total korean fan club: about 200, 000
Game On-line Game ü 2009 ü Cabal, Luna, Ray. City, Special, Force, Audition ü Top 5 All Korean games ü 2008 ü Luna Member 150, 000 in 15 days after launching ü Thai on-line game market 3, 500, 000 users. Korean game market share 71%(2009)
Game Animation & cartoon ü Dream of jang geum, SF children Drama ü Why series ü First step==Expanding more and more with government exporting policy. ü 2009 korea aim export 830, 000 US$ ü Make 6, 000 jobs ü I phone, 3 D
Policy Korean government policy. ü Korean government recognized the importance of Korean wave in Thailand. ü A few years ago Cabinet council hosted by prime minister. designated Thailand as a ‘Korean wave spreading country’. Anti-Korea symptom in China and Vietnam. The number of Korean company in Thailand=>300(2010)/ Estimate
Policy Economic Effect v 2009 Japan+China+Vietnam+Taiwan 130, 000, 000 Thai Baht ) 4, 062, 500, 000 US$ reported by Korea foundation (한화 4조 9336억원(1, 300억바 트) v Same value with Hyundai car 146, 000 v 2005(survey by The Korea International Trade Association) v Vat value: 40, 000, 000 B(400억바트) v GDP 0. 18% increased. v Food and cosmetic exportation increased v NHK 2003 Bae Young Joon effect in Japan 100, 000 US$
Policy Economic Effect Hyundai car 2007: 66 2008: 898 2009: 1, 788 (market share below 1%) Korea Thai chamber of commerce official member 2008=84 2009= 133 2010=155 Korean mobile cintents market share 28% in Sanook. com
Policy Weak point of Korea wave in Thailand v Copyright problem v Broker without responsibility v Limitations v Just popular for young generation. v Movie unpopular v Japan contents vigor
Policy Korea wave Expanding condition Samsung economic research institute v Samsung 2002. Aanjaewook IN CHINA ü Moniter model: 1999 430, 000 -1, 070, 000(2000) ü Lg Kimmamjoo in Vietnam ü Global group also using korean model ü Chojiwoo-Christchan d ü Jeonjihyun-Olympus ü Leeyoungan sinwha- Cocacola ü KFC-KIMCHI burger in taiwan ü
Product Korea wave in Thailand - Korea wave and product Year Product 1991 Hyundai selling car in Thai market. 1998 Thai university adopted Korean language as a major. 2000 LG began to sell refrigerator. 2001 Korean movie ‘My sexy girl’ got sensation in Thailand. Drama ‘Autumn in my heart’ on air. 2003 Korean on line game ‘Nagnalok’ cause social problem. ‘Winter love song’ on air. Samsung mobile phone V 200 hold the second rank in Thai mobile market.
Product Year 2004 ~ 2005 Korea wave in Thailand Product Thai people visit Korea 100, 000 On-line game pang-a serviced. CH 7 ‘Full house’ on air, ‘Rain’ effect. Korean cosmetic ‘The face shop’ launched. 2006 CH 3 ‘Daejanggeum’ on air. (first Korean history drama) LG using ‘Daejanggeum’ actress as TV air condition model in Thailand. Coca-cola using Korean group ‘Shin-Hwa’ as TV model. Rain, Sin Hwa, Dong bang sin ki concert in Bangkok
Product Year 2007 ~ Korea wave in Thailand Product 2007 Hyundae car re launched 2008 Thai TV on-aired 48 Korean series 2009 on line game market share 71% Skinfood 200, 000 THAI B Thai people visit Korea 190, 000 2010 Korean language 20 Univesities super junior fan club 27, 802
Analysis Korea wave in Thailand Prospect v Analysis & Prospect of the Korea wave in Thailand. Similar culture. Thailand Buddhism and Korean Confucianism. Thai people can easily understand agree on Korean culture seeing Korean TV series. ü Thai people’s friendly feeling to foreigners. No discrimination to the minority in Thailand was the trade center of western and Oriental. ü The excellence of Korean popular culture. Korea entertainment business developed very fast and strong.
KTCC Movie ü Hello Stranger ü As it happened
With KTCC Thank You!!
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