I’m with you in declaring that many Filipinos are geniuses in marketing and in creativity; but I’ll also be honest and say that if there’s one Asian country I’ll tip my hat to for not only talking the talk, but walking the walk as well, that would be South Korea. No matter where you turn, the South Koreans are excelling in turning their product and output into global phenomenons. We may be genius, but the truth is we’re still playing in a small pond, while they’ve mastered the frigging ocean.
All throughout the pandemic, I’d regularly see noted Filipino film directors and producers hosting webinars about K-Dramas; reviewing their production values, their storyline and narratives, and analyzing “why the global success.” I still remember Jewel in the Crown in 2003 and how it was successfully exported to more than 91 countries. Credited as one of the main proponents of the Korean Wave, I don’t think most observers back then would have predicted the crazy.
And yes, I’m referring to CLOY (Crash Landing On You). I would say it’s largely responsible for the success of Netflix here, and made Hyun Bin a household name – not to mention the local endorsements he snagged. And if CLOY is the mountaintop, there’s the whole mountain as well – as a slew of K-Dramas, all vied to be the next CLOY. And this doesn’t ignore the appeal of K-Action, K-Horror (Train to Busan in 2016), K-SciFi, and what have you. K-Entertainment is a permanent fixture on our cultural landscape – as I’ve seen several Filipino websites become crazy devotees of the K-Drama deluge. My old haunting ground at ABS, metro-style, has become obsessed with Korean content; and I’m sure that’s a calculated move, as the needed traction was being generated by that kind of content.
Bangtan Sonyeondan! Doesn’t ring a bell? How about Bangtan Boys? Still have your eyebrows raised? Well, what if just said BTS? Yes, those are what the letters BTS stand for. And what they also really stand for is the most successful musical act on the planet today. K-Pop has matured, grown up, and it’s now the envy of almost any nation, as it means astronomical revenues, tourists, and recognition/awareness for South Korea. And leading the K-Pop pack today would be BTS, who’s technically described as a boy band; but we all know, is so much more, thanks to their fiercely loyal A.R.M.Y. – fandom in extremis.
See more at: https://mb.com.ph/2021/07/18/marketing-gangnam-style/