Agency strives to regain hallyu’s luster in Japan

Hallyu has grown much in Japan since 2004 when Korean melodrama “Winter Sonata” hit the jackpot there. The drama achieved record ratings on a state-run NHK, heralding the spread of the Korean Wave. 

In the decade since, hallyu has evolved in many respects, generating billions of won in revenues. But experts say the current state of hallyu is “just enough to maintain the status quo.”

“The Korean Wave has not died in Japan, but it did not show any sign of growth in recent years,” said Kwon Ho-young of Korea Creative Content Agency.

The problems with the Korean Wave in Japan may be related to the strained diplomatic relations between the two neighboring countries. Although Japan’s major TV networks such as NHK, TBS, and TV Tokyo still assign certain time slots for Korean dramas, the ratings remain lackluster amid steadily declining demand from Japanese viewers.

“The producers of films and movies have to pre-export the products in order to make up for the huge amount of money spent on production,” said Kwon. With the faltering viewer rating and the shrinking number of Korean dramas aired on Japanese stations, Korean producers are expected to face an uphill battle in putting out more creative content.

In a bid to help bolster hallyu in Japan, KOCCA recently signed a memorandum of understanding with major content agencies there.

Jin Eun-soo, Intern reporter
(janna924@heraldcorp.com)