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‘Korean Wave’ in Uzbekistan: Its Popularity and Strategy for Sustainability

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Central Asia is recently emerging as one of the regions who aggressively consume the Korean Wave such as K-pops, K-dramas and etc. Among them, Uzbekistan has emerged as one of the rapidly consuming regions of Korean Wave where K-dramas are on the air almost every day. We could often witness that R. Korean and Uzbeks are generally able to be accustomed to and quickly fond of each other’s culture thanks to their shared similarities in many socio-cultural aspects. One of the evidences is the popularity of Korean TV dramas in Uzbekistan. This phenomenon is considered quite interesting because there have not been relatively much commercial effort of R. Korean side to advertise Korean dramas compared to the effort in East Asian countries like Japan, China. Korean experts have thought that the existence of ‘Hallyu’ or ‘Korean Wave’ and Korean dramas’ popularity in East Asian countries is explained by shared old values such as Confucianism. From these analyses, Korean dramas’ popularity in Uzbekistan is likely to need further explanations. This paper tries to explore the phenomenon of Korean TV dramas’ spread and the extent of popularity in Uzbekistan. Plus, some suggestions are presented to reinforce and continue the Korean Wave not only in Uzbekistan but also in Central Asia in the long term.
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Keywords: Central Asia; Hallyu; Korean TV Drama; Korean Wave; Uzbekistan

Document Type: Research Article

Affiliations: Hankuk University of Foreign Studies, Gyeonggido, 17035, Korea

Publication date: November 1, 2016

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