[fn Editorial] While the Kedeheon craze is hot, Hallyu policy is passive

The animation film 'K-Pop Demon Hunters' (Kedeheon), based on Korean culture, shows no signs of stopping its whirlwind. On the 25th, it was reported that it topped the North American box office even before its official theater release. It is said to have earned about 28 billion won in revenue in North American theaters on the 23rd and 24th (local time). The popularity of this film, which was released on Netflix streaming service last June, soared, resulting in a special screening in theaters for two days.

The Hallyu wave is spreading worldwide to the extent that even our citizens are surprised. The whirlwind of Kedeheon is not just due to the film's own artistry. It should be seen as thanks to the interest and popularity of Korean culture, which started with K-pop and K-drama over 20 years ago, spreading to various fields such as movies, food, and cosmetics. Kedeheon is explosively popular because it comprehensively includes Korean history, landmarks, and cultural heritage.

What I want to point out here is the lack of government policy capability regarding Hallyu, which the world is so enthusiastic about. Although there is clearly some charm in Korean culture that we may not feel, government-level nurturing and support have been very insufficient. The current Hallyu should be seen as almost entirely led and developed by the private sector.

Despite having such tremendous assets, the government bears significant responsibility for not utilizing them as tourism resources. At the very least, there should be Hallyu infrastructure for tourists visiting Korea to directly experience Hallyu, but apart from historical sites like palaces, there is almost nothing. It would have been appropriate to establish dedicated complexes and facilities where one can enjoy Korean culture in one place, but nothing has been achieved.

About 20 years ago, 'Hallyu World' was created in Ilsan, Goyang, Gyeonggi Province, for such purposes, but it's indistinguishable whether it's an apartment complex or a Hallyu experience place. Without systematic planning and purpose, it has become a 'miscellaneous complex'. There are still many of our cultural contents, such as pansori, folk songs, and mask dances, that can be promoted. There should be a place that synthesizes Korean culture, combining traditional and modern elements, but it has become a mess.

Last year, the export amount due to Hallyu was about 15.1 billion dollars (about 21 trillion won). This includes consumer goods such as tourism and food. It's not a small amount, but it can be grown to a much larger scale.

To do so, active government policies and budgets are needed, but the cultural budget is only 1.3% of the national budget. With a small budget and passive policies, the expansion of Hallyu is almost entirely dependent on the private sector.

Although Sony Pictures made it and Netflix serviced it, Kedeheon is not our work when you think about it. The ownership of the original intellectual property (IP) and secondary profits mostly belong to Netflix. It's the result of not being able to make our own. Despite having K-content that the world is enthusiastic about, Korea still cannot enter the 'Top 50 Global Licensors', which is an indicator of global IP industrialization. It cannot be said that the government is not at fault.