A Study of the Diffusion of Hallyu in South America

Abstract

This study aimed to analyze the spread of Hallyu and the acceptance of cultural products offered by South Korea to the South American market. Since South Korea and South America do not share the same language or culture and are geographically far apart, despite these factors, South Korea's cultural products have been very well received by the population, reflected in the high ratings of K-dramas broadcast on South America's TV. Since the 20th century, South Korea has entered the Latin American continent through migration, Free Trade Agreement (FTAs), and other treaties. Thus, creating bonds of friendship and international cooperation between both countries. This is where, through these agreements, Korean cultural products began to be negotiated, and productions were exchanged between television companies from Latin countries and South Korea. Korean embassies located in South American countries also played a significant role in the diffusion of Korean cultural products. This includes promoting these products on TV channels in South American countries and supporting all kinds of events until today to spread Korean culture. Thus, K-dramas and movies began to appear in Peru and Chile, which were the first South American countries where the Korean wave reached with force and spread rapidly to Brazil, Colombia, Argentina, and others. Therefore, it is expected that the Korean wave will continue on the market for a long time and expand even more over the world with the support from the fans (ARMYs), the internet, and social networks.