Research Project

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

Mapping Global Impacts of Hallyu

Many factors may contribute to the rise of global movements, like Hallyu or the Korean Wave. These could include support from the Korean government for its creative industries or be associated with the opportunities presented by social media platforms. Yet, global movements' rapid and wild development will always hold an element of mystery. While we can't fully explain the "human factor" and the magic behind the birth of a global movement, can we harness data on their spread, impact, and intensity across different regions in recent decades to anticipate their future trajectory? By leveraging machine learning capabilities of the Data to Power mapping application, the international team of researchers utilises a wealth of three decades of Hallyu data to formulate a predictive model of the Korean Wave scope and its trajectory across various geo-locations, transforming data analysis into a robust data intelligence system.

Read a teaser article here

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Mapping Outputs

Mapping Hallyu Soft Power

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.

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May 2024: Hallyu Mapping Forum in Seoul

SNU Conference Mapping and Theorizing Hallyu

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).

Site Visits and Consultations

Site Visits and Consultations

The visit to Seoul on May 23-24 engaged Korean government officials and policymakers in productive focused conversations to explore the value of data-driven research, machine learning, predictive analytics and geo-visualization for a more strategic and informed policy making and analysis. Specifically, the team shared their project insights with top management from such government agencies as Korean Foundation for International Cultural Exchange, Korea Culture Information Service, and Cultural Cooperation Division at the Ministry of Foreign Affairs. The team also shared the preliminary projects results with multiple creative producers in the industry sector, which included digital media startup Space Oddity, World K-pop Center and the Social Intelligence Lab Ars Praxia who designed and are running the K-Wave Big Data platform for KOFICE. These site visits and demos across government and creative sector provided a valuable platform for demonstrating innovative methodological advances in Hallyu research by sharing how mapping Hallyu Soft Power, Anti-Hallyu Movement and Cultural Policy Impacts expands traditional research on the Korean Wave, covering existing gaps and provoking new research questions.

Read a teaser blog article here

You can read about the Hallyu Mapping Forum in Seoul Report prepared by research students below.

Click to Read the Report