HERO Magazine 19

HERO m a g a z i n e

Domi g

p r o m o t i o n

SouthKoreaisacountryslightlylargerthantheU.S.state ofIndiana Ithasapopulationof50million Andyetitspopular culture has gone global. Korean media has reached the pinnacle of global success by providing easy access to content, approachable and likable characters, and high qualityproduction.

The Korean pop culture fanbase is all fired up, and for good reason. In just the past few months, these are just some examples of the world’s obsession with Korean cultural content : the television series Squid Game smashed online streaming records, the boygroupBTS'appearanceat

the United Nations 76th General Assemblywentviral.

HOW HALLYU

d o m i n a t e s

THEWORLD

Korean dramas strike a balance of predictability and originality. Their story arcs are often predictable: rags to riches, rich boy meets poor girl, children defy their parents’ wishes andstrikeoutontheirown. ButtheyhaveaKoreantwist:Charactersaredeferentialtotheir elders, sons and daughters are filial. The backdrop is hyper modernandglitzy.Theactorsarepolishedandattractive.They play characters that are charming, vulnerable, and have a healthy dose of self deprecation. The scripts are full of good humor. Of course, there is often a dark twist: suffocating expectation, crushing poverty, a profound secret that must not getrevealed.

What are some distinguishing features of Korean media particularly its dramas?

Business Proposal

What about K pop? Is there a similar formula or secret to its success?

MuchofthesuccessofK pophastodowiththe idols at the center K pop idols are as close to elite athletesasyouwillevergetinmusictalent Theyare incredibledancers.Theyhavetremendouscharisma. They are disciplined and hard working. They know how to speak to the camera and they know how to interact with one another in a way that draws in the fans. They maintain squeaky clean images. Their behaviorishelduptoextremelyhighstandards

At the same time, they project extreme approachability. They ooze fun and kindness, and they address their fans in ways that come across as authentic Inreturn,fansareloyal,asloyaltoK popidolsasanysportsfans aretotheirfavoriteteams.Thisformsareallyinterestingdynamicbetween theidolsandtheirfans.

How so?

Idols take their fans very seriously. Elaboratecommunicationplatformsallow K pop idols to speak to their fans and to acknowledge fans’ role in their idols’ success. Fans are fiercely protective of their idols’ well being. They reject fans who are too obsessive, like those who deliberately book flights on the same planesastheiridols.Thebondthatisbuilt betweenidolandtheirfansispowerful

NDOMS' HARITY: Wondrous Way To Show Their To Idols Love

IndonesianK-Popfansrecentlyreceivedpraiseandsupportfor holdingafundraiserforthevictimsofKanjuruhan,Malang,East Java.

On October 3, 2022, ARMY, or as BTS fans call it, held a fundraising campaign through the kitabisa.com website with the project entitled "ARMY Indonesia for Kanjuruhan Victims" withatargetof200millionfor12days. However,itturnsoutthat thefundraisinghas receivedsympathyfrom manypeople,sothe targethasexceeded200 millionrupiahinjusta day.Nowthetotal donationis447million rupiahhasbeen collected.

Not only sum money, but ARMY also turned out to provide other psychological and legal assistance if anyone needed it for the families of the victims oftheKanjuruhantragedy.

Theassistancecollectedinthisfundraiserwilllater be given to the families of the victims through localfoundations/communities.

The fundraising conducted by Indonesian K Pop fans, especially ARMY, has been well received by the public. They all get praise and positive responses from non-Kpopers. Because so far all theygetisinsults,blasphemy,andnegativeviews. But after seeing everyone ' s response, they were verytouchedandproudoftheirsolidarity.

NDARD DARD DAR HEN WSTANDARDKB y KB y

In the first quarter of 2022, the two largest beauty and cosmetic markets globally are South Korea and the United States. Korean Beauty is driving the US beauty market and is constantly improving due to its excellent formulations and affordable price points compared to some of its western counterparts.

Brands like Glow Recipe are benefiting and are projectedtocontinue becauseapartfromq Korea'sculturalexport strategyalsoplaysar inpropellingtheseloca brandstothemainsta ofthebeautyindustry. Withthis,manypeople theWestareattracted Koreanbeautyproduc thatevenafterthe pandemic,interestin Koreanskincareand cosmeticsremainshig aftertheinitialpeakdu theearlydaysofCOVI

Beauty has always been a big part of the Korean economy,soalotofadaptationwasneededwhen COVID-19 hit. Then the heavy skin care routine was alsophasedoutasthebeautyindustryadaptedto the times, releasing cutting edge products that were seasonal with different weathers and skin conditions.

inaddition,theaveragekoreanvisitsbeautysalons andbeauticiansregularly,andwhenitis restricted,homecarekitsbecome popular.meanwhile,fromaconsumer perspective,attitudestowardsbeauty arealsoshiftingfromlighter skintonaturalskintone enhancement.traditional beautystandardsinkorea refertoapreferencefor lighterskintones,butthat's changingtoday,asthere's morerespectforone's naturalskintoneasthe "glowing"looktakesover.

When it comes to ethical issues, there is a lot of animal cruelty around so many vegan beauty initiatives and retail chains like Olive Young etc. The US market also has its own beauty trends. As COVID 19 has brought most of America's workplaces back to their own homes, consumers are beginning to adopt minimalism in many aspects of their lives, including skin care. the necessity of a person to show their face and physical presence. This shifts their focus to alternative beauty routines and products for more time to restore their skin, consumers are increasingly exposed to skinbarrierprotectionroutinesinvolvingsunscreens,no frills skincare routines, and tinted moisturizers. Sunscreens are increasingly being used to protect skin from premature signs of aging caused by harmful UV rays and tinted moisturizersarenowpreferredovertraditionalfoundations.

Consumershavealsoshownconcern aboutbeautyproductpackagingas environmentalawarenessincreases, promptingastrongerurgetofocus moreonproductfunctionality. Clean,eco-friendlyfootprintsare pickinguptraction,suchasUpCircle Beautywhichhasbecomeahitwith consumersduetoitszero wastepolicy andformulationthatutilizesby productsthatareoftendiscarded. Withthesetwomarkets,therewill bemorebrandswithastrong focusonsustainabilityandethical issuesthatariseasconsumers continuetoadopteco friendly practicesintheirlives.

Itaewon Class

Amasterwork,ItaewonClass,addresses socioeconomic status based inequity and discrimination. It illustrates the unpleasant fact that individuals with privilege benefit from our system. Park Saeroyi's experience, however, demonstrates that with enough willpower, even a long shot may triumph. And sometimes we just need that special someone to bring out the bestinusandstickbyusthroughgood timesandbad

start-up

It's challenging to establish ourselves withthegoalofobtainingasecurejob. Seo Dal Mi, Nam Do San, and Han Ji Pyeong's lives in Start Up can be related to by everyone who is working to realize their aspirations You will undoubtedly recognise yourself in them, whether they are beginning their own business or working as an employee. Start Up is a South Korean dramathatcentersoncharacterswho came from modest beginnings and is set in the fictional Silicon Valley of Sandbox.

n recor of yout d h

avillera

Not everyone can easily figure out the things that they are passionate about ThestoryofShimDeokChulinNavillera is a perfect example of what passion can do to us. He's a 70 year old man whoprovedthatageisamerenumber for someone who dreams Meanwhile, 23 year old Lee Chae Rok also fell in love with ballet after his tryouts with some sports. They're two different people from different generations who met each other by chance as they try tofindtheirpurpose

Record Of Youth tells a heartwarming tale of love, friendship, and career advancement three essential aspects oflifethatwestrivetocreateinour20s to early 30s. It's a straightforward but powerfulstorythatwillinspireviewersto never give up on their ambitions since they might come true at any moment. All we have to do is make some smart choicesandsacrifices.

wenty fiv twent one t y e

A drama about the romantic story of two people, Na Heedo and Baek Yijin, whofirstmetwhentheywere22and18, thenagainfouryearslaterat25and21 The story follows the pure and fierce growth of immature youth and the excitement and difficulties between friendshipandlove.

doctors

Doctors stands apart for emphasising that it's never too late to change and that one ' s current circumstances are nottheirultimatefate.YooHyeJung,a former obstinate high school student with a lot of childhood baggage, was not the type of person who easily trustedothersuntilshemethermentor, Hong Ji Hong With her career as a neurosurgeon, her life progressively transformedfromonethatappearedto beheadinginnoparticulardirectionto one that was fulfilling. Because we are unawareofthetraumathatothersare carrying, this series has opened our eyes to the need of not passing judgementonthem.

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