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‘Hallyu” dramas wooed romantic Filipino heart by Noemi G. Bernardino-Edaga

PAGADIAN CITY, Oct 9 (PIA) – Kwon Mee-yoo, Rachelle Lee in their article published in the Korean Times on August 8, 2012, wrote that „hallyu” or the Korean wave is gaining popularity in Southeast Asia and Latin America. “A variety of soap operas, from trendy shows to epic series, grace the small screen from morning till night. The popularity of Korean TV dramas spilled over the nation‟s borders since the late 1990s, igniting „hallyu‟ or the Korean wave,” the article reads. It mentioned that the biggest hit of the first half of this year is MBC‟s “The Moon Embracing the Sun,” aired from January to March portrayed by Kim Soo-hyun and Han Ga-in. It depicted a love story between a fictional king and a female shaman during the Joseon Kingdom (1392-1910). Further, the said soap recorded an average viewer rating of 32.9 percent, which peaked at 42.2 percent for the last episode. It also boasts of its domestic hit, saying rights were sold to several Asian countries including Japan, Hong Kong, Singapore and the Philippines – and reached sales of over 200 billion won. Truly, the Philippines‟ small screens are captured by „hallyu‟ through Korean drama like Jewel in the Palace with Dae Jang Geum (2004), Boys Over Flowers with Ku Hye Sun, Lee Min Ho, Kim Hyun Joong (2009), Temptation of a Wife with Jang Seo Hee (2009), 49 Days with Lee Yo Won & Nam Gyu Ri, City Hunter (Siti heonteo) with Lee Min Ho & Park Min Young and Scent of a Woman (Helena‟s Promise), with Lee Dong-wook & Kim Sun Ah (2011). Needless to say, „hallyu‟ or the Korean wave has wooed the romantic Filipino hearts while earning billions of won for South Korea‟s entertainment industry. (NBE/PIA9)


Korean govt's role in Hallyu global phenomenon By Noemi B. Edaga

PAGADIAN CITY, Oct 12 (PIA) -- At the fore of Hallyu‟s phenomenon are the combined efforts of Korea Creative Contents Agency (KOCCA), Ministry of Foreign Affairs and Trade (MOFAT), Korea Tourism Organization (KTO) and Korea Foundation (KF) among others. Wikipedia said Hallyu (or Korean wave) refers to the significant increase in the popularity of South Korean entertainment and culture starting in the 1990s, in Asia, and more recently in other parts of the world. While KOCCA is focused in the promotion of the efficient growth and development of domestic creative content industries, MOFAT keeps its focus in achieving “Global Korea.‟ KOCCA specializes in a variety of content such as broadcasting, games, animation, comics and character licensing to expand the reach of the Korean wave; MOFAT compliments KOCCA by advancing its diplomatic priorities. Another force that contributes to Hallyu globalization is the Korea Tourism Organization (KTO). This office is tasked to promote Korea as tourist destination since 1980. Combined all together, KOCCA, MOFAT,KTO and KF are the forces that makes Hallyu a global phonomenon. The recent ASEAN media delegation visit to the ASEAN-Korea Center had Globalization of Hallyu as its theme. Under this exchange program, Secretary General Ambassador Chung Hae-Moon exchanged views with ASEAN delegation on the outlook of ASEAN-Korea relations and globalization of Hallyu or Korean wave. Needless to say, the outlook of ASEAN-Korea relations and globalization of Hallyu is achieved as evident in the patronage of Korean tele drama, artists, fashion, music, dance and comics by ASEAN member countries. For one, the Philippines picked Korea as the shoot location of “Kimmy Dora,” a Filipino comedy film written by Chris Martinez directed by Joyce Bernal and played by Eugene Domingo. (NBE/PIA9)


News feature: Six days of Korea’s sincerity, splendor and spell By Noemi B. Edaga

PAGADIAN CITY, Oct 12 (PIA) -- The ASEAN-Korea Centre has invited three (3) media professionals from each 10 ASEAN Member State to participate in the ASEAN media people‟s visit to Korea. The visit is aimed at increasing the bilateral media partnership and providing information on Korea‟s foreign and cultural policies towards ASEAN, and marketing strategies on the Korean wave or „hallyu.‟ The ASEAN-Korea Centre toured the 32 delegates to the Seoul Broadcasting System (SBS), Seoul Metropolitan Government, Ministry of Foreign Affairs and Trade (MOFAT), Korean Tourism Organization, Korea Creative Contents Agency, JoongAng Media Network and Posco Research Institute. Noemi Edaga, Philippine Information Agency regional director for Region 9 was among the delegates. A visit was also made by the group to the ASEAN-Korea Centre – whose mandate is to increase trade volume, accelerate investment flow, invigorate tourism, and enrich cultural exchanges with emphasis on increasing people-to-people contact between the Republic of Korea and the 10 ASEAN Member States - Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam. The cultural tour to Gyeongju – a special city that preserved the history and culture of the Silla period and the basis of the Korean culture brought Korea‟s history to the consciousness of the delegates as the tour guide brought them back to the historic Silla Dynasty in 57 B.C. to 935 A.D. where 56 kings ruled. The group found spectacular the scenic Anapji Pond where Korean soaps are shot. The pagodas and temples at Bulguksa and Seokguram presented a wide array of valuable treasures. Some of which were, sad to note, stolen but good enough that some were restored and renovated for worship and heritage. The visit was not complete without the delegates‟ shopping and sight-seeing in Myeongdong, at the primary shopping district in Seoul and in Itaewon, one of the most popular areas in Seoul for tourists. The six-day-visit offered the delegates not only the sincerity of its people but also a glimpse of Korea‟s splendor and spell as well as the opportunity to strengthen ASEAN bond through people-to-people contact among ASEAN. ( NBE/PIA9)


“Gangnam Style” popularized by Cebu inmates By Noemi G. Bernardino- Edaga

PAGADIAN CITY - Gangnam which literally means "South of the River, officially the Gangnam-gu - is one of the 25 local government districts which make up the city of Seoul, South Korea. Wikipedia describes that “until the early 1980's Gangnam and its neighboring areas had remained the least developed in Seoul, but a prodigious development over the last 30 years has earned it a reputation of being the most affluent, dynamic, and influential area in both Seoul and South Korea as a whole.” The hit single by Korean superstar Psy had been perceived by many as poking fun at the lavish lifestyle in South Korea‟s Gangnam district according to GMA. The Korea‟s pop music industry popularized “Gangnam Style” dance. The Financial Times in its September 14, 2012 issue said “it‟s the most dance sensation to sweep the nation citing that the song currently sits atop Billboard‟s YouTube chart, which tracks popularity songs on the video site.” K-pop is a strategy of globalizing Hallyu or Korean wave. This has successfully spread South Korean entertainment throughout US and Asia. The Philippines could not be left behind in patronizing the K-pop trend as the famous dancing inmates of the Cebu Provincial Detention and Rehabilitation Center in Central Visayas drew the attention and cheers of spectators as they enthusiastically danced to the hit, “Gangnam Style” on September 29. Most of them wore their rain-drenched orange suit as the downpour was not able to stop their performance. The inmates‟ latest act was posted on YouTube on the same day. The Financial Times is quoted saying that Korea‟s music industry is not waiting for album sales or radio play to catch up as Psy signed with Justin Bieber‟s manager and Universal Music, making the K-pop byword stay. (NBE/PIA9)


Feature: Taking home a partof Korea’s treasures: its past and present By Noemi G. Bernardino-Edaga

Korea has a mountainous terrain with only about 20 percent of the flat land in the south suitable to farming. The South Korean climate during winters is long, cold and dry. January is the coldest month of the year. It has short, hot and humid summer. This weather may account for the industriousness of the Korean people – both in the urban and rural dwellings. The National Folk Museum of Korea in Seoul displays a replica of a traditional village, representing a street to the past. Social and cultural scenes and lifestyles in olden times were well-preserved. It showcased the Korean way of life and life passsages through an array of artifacts depicting a traditional Korean village. While a visit to the museum brings one a step to Korea‟s nostalgic past, Seoul‟s present shopping and dining centers is replete with its rich heritage, etched onto its present lifestyle. A look at Insa-dong‟s alley and stores has something traditional to show off. Name it, modern art galleries such as paintings, sculptures, ceramics and installation artworks, all reflect a semblance of Korea‟s past. The Gwangjang Market, which is considered the nation‟s first market, specializes in silk and satin Hanbok or the traditional Korean clothing. It also sells a variety of Korean snacks like the tasty bindaettok (pancakes), gimbak (rice roll), and mandu (dumpling). Nurturing one‟s rich heritage and promoting it through persistent display of sociocultural values and virtues using old and modern media give tourists and visitors a full taste of Korean culture and warm hospitality worthy of bringing home as a treasure. This is exactly what the Philippine delegates to the ASEAN-Korean Exchange Visit, namely, Danilo Jamora, News and Information Bureau Director, Cleo Dongga-as, PTV General Manager and this writer, took home. (ALT/NBE-PIA9)


ASEAN Media Delegation Visits the ASEAN-Korea Centre Exchange Program Under the Theme, Globalization of Hallyu By Jung Hanna

SEOUL, Republic of Korea -–Thirty media journalists from 10 ASEAN Member States visited the ASEAN-Korea Centre as part of the Exchange Visit of ASEAN and Korean Media People Program on September 17. During their visit, Secretary General Amb. Chung Hae-Moon exchanged views with ASEAN delegation on the outlook of ASEAN-Korea relations and globalization of Hallyu or Korean Wave. In his remarks, Secretary General Amb. Chung Hae-Moon emphasized that the Centre is implementing a variety of programs that are conducive to strengthening the partnership between ASEAN and Korea and that these programs are geared to bring the people of both regions closer together. The delegation then expressed their appreciation to the Centre for serving as a key channel for economic and socio-cultural cooperation between ASEAN and Korea. The media journalist delegation represented major news agencies and broadcasting networks in ASEAN Member States. During their week-long program, the delegation visited the Ministry of Foreign Affairs and Trade, Seoul Metropolitan Government, Korea Tourism Organization, Korea Creative Contents Agency, and other relevant organizations and attend the briefing sessions on cultural policies and marketing strategies under the theme, “Globalization of Hallyu.” In addition to the programs in Seoul, the delegation also visit Gyeongju and Ulsan where they experience traditional Korean culture and took tours of the industry facilities based in Ulsan including Hyundai Heavy Industries. The exchange program is designed to encourage the media representatives from ASEAN to gain comprehensive and better understandings on Korean culture and Hallyu as well as to provide them an opportunity to set a benchmark for their creative content industry. The Exchange Visit of ASEAN and Korean Media People is an annual project funded by the ASEAN-Korea Cooperation Fund of the Ministry of Foreign Affairs and Trade of Korea. This year, it is organized by the ASEAN-Korea Centre in cooperation with the ASEAN Secretariat. (Jung Hanna)


Korea Accomplishment Report  

Korea Accomplishment Report

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