Korean Wave gets traction in Bulgaria

SOFIA/PLOVDIV (Yonhap News) ― South Korean rapper-singer Psy’s “Gangnam Style” blasts on a nationwide radio channel, mirroring the popularity of the smash hit that has prompted exuberant Bulgarian fans to set up a Facebook page dedicated to the song.

“Just a few weeks ago, not many people knew about it. Now, it’s everywhere since people are requesting radio and TV stations to play the song,” said Slav Sokolov, who is a fan of the wacky song that has garnered more than 300 million hits on YouTube.

“First of all, the dance rhythm is fun. Second, we don’t understand what he’s singing, but it’s still fun and Psy’s so energetic,” said the 28-year-old, who works in the PR industry.

Local experts and fans say the popularity of “Gangnam Style” just adds to a growing number of “hallyu,” or Korean Wave, fans in Bulgaria, a meaningful success in a country with only one Korean restaurant located in the capital.

In a bid to overcome the lack of information and venues to experience Korean culture, fans have set up an online forum called “Eastern Spirit,” where just under 3,000 fans share information and chat about South Korean songs, dramas and films.

Members of the online forum greeted South Korean Prime Minister Kim Hwang-sik during his visit to Bulgaria last year and hold events such as collecting signatures to request visits by South Korean celebrities.

“I took part in a move that collected 1,000 signatures to promote visits by Jang Keun-suk, Kim Hyun-jung and Lee Joon-gi,” said Daniela Dimitrova, who is also a fan of Girls’ Generation.

“I know that the Bulgarian market may be too small for South Korean celebrities to come, so I’m willing to go anywhere in Europe if they come,” said the 30-year-old office worker.

A South Korean government-led project is also helping Bulgarian fans learn about Korean culture.

The Information Technology Cooperation Center (ITCC), set up by governments in both countries, was initially established to support IT exchanges between the two nations but has evolved into a theater for Korean dramas and films.

Every Wednesday, roughly 30 people gather at the center of downtown Sofia to watch various Korean dramas and films before going to a Chinese restaurant where they practice using chopsticks.

“Our main job is to boost IT cooperation between the two countries such as raising awareness or conducting feasibility studies on electronic government systems. We also run an Internet lounge free of charge and provide IT education,” said Yoon Jae-hong, a former civil servant and executive at KT Corp., who coordinates the center.

“I thought we could do something to utilize the venue even in after-hours. In April 2011, we started running Korean movies such as ‘The King and the Clown’ and it has proven to be a success so far,” said Yoon.

ITCC visitors have created a Facebook page where they discuss Korean culture and plan events, with an Oct. 3 party scheduled to celebrate Chuseok and the National Foundation Day of Korea, Yoon said.

Locals said more chances that allow Bulgarians to mingle with South Korean culture will likely encourage them to learn about the country beyond pop culture.

“I think Psy is showing the positive side of South Korea. It makes you think what other people are doing there,” said Sokolov.