Engaging in complex interdisciplinary research to map, measure and
forecast the global impacts of Hallyu, the Korean Wave

Mapping Hallyu Soft Power

Dr. Natalia Grincheva utilized the Data To Power application to create a framework for mapping Hallyu's soft power and develop its visualization map. This map leverages multi-layered data sets to understand the global impact of Hallyu across different countries and cities. It considers local challenges and opportunities by employing a cause-and-effect approach. This approach combines various soft power evaluation methods, highlighting the multi-directional process of soft power transmission. The map also incorporates the soft power conversion continuum model, which tracks different stages of influence, from resources to outcomes. For each country, the Hallyu Soft Power Map calculates a Power Index (0-100) that reflects Hallyu's potential or actual global impact. This index is a weighted average of several key indicators. These indicators are based on normalized data related to Hallyu production and consumption, alongside social, demographic, and economic factors for each country and 14 selected cities. The Power Index scale (0-100) is linear and color-coded on each layer of the map.

SNU Conference "Mapping and Theorizing Hallyu"

On May 23, 2024 the research team presented the preliminary results of the project development in the Center for Hallyu Studies at Seoul National University at the Conference "Mapping and Theorizing Hallyu", organised by the Project Advisor, Professor Seok-Kyeong Hong. Dr Natalia Grincheva convened the Panel "Hallyu Ripples in a Connected World: Mapping Diffusion and Impact" which opened the conference by sharing insights from the four mapping trajectories of the project. The first presentation by Dr Grincheva "Demystifying Hallyu's Global Reach and Appeal: Experimenting with Big Data to map Hallyu Soft Power" presented the framework of Hallyu soft power mapping. She also featured demonstrations of several layers of the Soft Power Visualization Map. Professor Dal Yong Jin shared his insights on the Digital Hallyu Mapping in his presentation "Digital Hallyu: the convergence of digital technologies and popular culture." Dr HwaJung Kim followed the Panel discussion presenting preliminary findings of Anti-Hallyu Mapping through her presentation "Critical Junctures of the Negative Hallyu." Finally, Dr Youngaah Koh shared her Cultural Policy Impacts Visualization Map of the timeline of Korean investments in creative industries in correlation with economic impact from the global media exports in her presentation "Korean Wave and Public Policy: Examining State's Role In the Transnational Cultural Phenomenon".

Watch the Conference recording here (link to be supplied).