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Present by KTCC(Korea Thailand Communication

Center)

CONTENTS

Overview

Korea wave History in

Thailand.

Various Korea waves in

Thailand .

Economic Effects

Weak points & Suggestions

Overview

Korea wave means the enthusiasm of Asian for the Korean popular

culture.

Korea wave in Thailand started lately compared to Japan, China .

Korea wave influencing every fields not only Thai Drama, Music, Game

but also food, cosmetics, life style, product, etc.

Purpose of this report: Analyze history and economic effect of Korea

wave in Thailand and propose ideal suggestions for Korea and

Thailand.

Introduction

Increasing interest of Korea wave Increasing interest of Korea wave in Thailand !in Thailand !

First Korean Drama in Thailand2000

After that

2002===5 Drama

2008=45 Drama

2003~2010:Total 180 Drama on-aired

in Thai TV

Korean Drama Main factor, boom up

korea wave in Thailand

Spread Rapidly Rain case

Introduction

Increasing interest of Korea wave Increasing interest of Korea wave in Thailand in Thailand !!

‘Rain’ f irst concert in Thailand.

[Rainy Day]

2004 f irst show case in Bangkok

2years after ‘Full House’ shooting,

February 26, 2006

Impact Arena concert hall .

10,000seats

Ticket sold out within 2days, Ticket

price:

The cheapest THB900

The most Expensive THB6,000B

Introduction

Increasing interest of Korea wave Increasing interest of Korea wave in Thailand in Thailand !!

JYP audit ion after concert for

searching the second Rain in

Thailand.

KTCC was main sponsor.

More than 300 applicants.

Several TV, Newspaper and

magazine appear on this audit ion.

Introduction

During 4yeras from 2001 –

Broadcasted not more than 20 dramas.

After 2003Thai TV and production bought Korean

drama competitively. Main TV ch7, ch3, and iTV Broadcasting Korean drama at prime

t ime of weekend.

Drama Drama

Drama

Number of Korean DramaNumber of Korean Drama

Drama

Dae jang geum Export 65 countries12,000,000US$

2008 Korean Drama Export Total 180,000,000US$

2006. 5. Survey for Thai people(by KTCC)

1)Korea image compare with 5 years ago==97% better

2)TV drama effect===62.2%

3)Do you know Rain?==78% yes

4)Korean star model will affect your purchase? 58%

positive.

Music

Korean Drama

K-POP

Before 2003~2004: European and Japanese music was popular

Like Grammy, the largest music company in Thailand, try to

buying Korean music and OST.

Grammy and Korean album

20079, 200829, 200917, 201013 album new launching

during 4years==more than 70 Korean album launching

Rain’s first album: sold 50,000 pieces just 2weeks.

‘Full house’ OST album: sold over 50,000 piece.

Music

Korean Music

Thai music market per year:20,000,000,000B

Korean music market share:17.5%

10% increase per year

Channel V 2009 Asian music top 50:Korean music 41

Music

Korean Music

Easy to f ind the ‘Korean book’

‘Daejanggeun’ began the bestseller in

two weeks after published.

Thai publishing company, magazine get

interest in Korean star , fashion, culture,

tour etc.

Jamsai published 180 Korean books

Book

Publishing

Thai university adopted Korean language curriculum.

1986: Songkla university adopted Korean language as an optional course.

1989: Chulalongkorn university open Korean language curriculum.

2000: Burapa university: Korean language adopted as a major.

2004: Chulalongkorn university established Korea center.

20 Thai university teaching Korean language.(Major 7 university)

Korean

Korean Language

Travel

The number of Thai people who visit Korea 2004 Over 100,000

2004~2009, average increasing rate 13.28% per year.

After 2004 similar increasing rate with Korean drama number and Korean wave

Travel

Year Number Rate(%) Drama

2000 87,883 38.0 12001 73,127 -16.0 02002 73,972 1.2 52003 78,243 5.8 232004 102,588 31.1 82005 112,724 9.9 142006 128,555 14.0 242007 146,792 14.2 212008 160,687 9.5 452009 190,972 18.8 38

Travel

Travel

Advertisement Korean Star Advert isement

Young generations l ike Korea.

Korean style and fashion. Hope to visit Korea.Want to using Korean product.

Cosmetic brand and Snack for youth Korean Model Korean style advert isement, Korea wave marketing.

Many Korean star fan clubs in Thailand.

Super junior, Bigbang estimate over 200,000

Travel

Advertisement Thai women 78.25%:purchased Korean cosmetic

Etude House:3,000,000US$ per year

Skinfood: 6,000,000US$ per year

2010. 1FTA

Fan club 1)Super junior:27,802 2)Total korean fan club:about 200,000

Travel

On-line Game

2009 Cabal, Luna, RayCity, Special, Force, Audition Top 5 All Korean games

2008 LunaMember 150,000 in 15days after launching

Thai on-l ine game market3,500,000 users.Korean game market share 71%(2009)

Game

Animation & cartoon

Dream of jang geum, SF children

Drama

Why series

First step==Expanding more and

more with government export ing

policy.

2009 korea aim export 830,000,000

US$

Make 6,000 jobs

I phone, 3D

Game

Korean government policy.

Korean government recognized the importance of Korean

wave in Thailand.

A few years ago Cabinet council hosted by prime minister.

designated Thailand as a ‘Korean wave spreading country’. Anti-Korea symptom in China and Vietnam. The number of Korean company in Thailand=>300(2010)/ Estimate

Policy

Economic Effect 2009 Japan+China+Vietnam+Taiwan130,000,000,000 Thai Baht )

4,062,500,000US$ reported by Korea foundation ( 한화 4 조 9336 억원

(1,300 억바트 )

Same value with Hyundai car 146,000

2005(survey by The Korea International Trade Association)

Vat value:40,000,000,000B(400 억바트 )

GDP 0.18% increased.

Food and cosmetic exportation increased

NHK 2003 Bae Young Joon effect in Japan100,000,000US$

Policy

Economic Effect Hyundai car2007:66 2008:898

2009:1,788 (market share below 1%)

Korea Thai chamber of commerce off icial member2008=84 2009= 133 2010=155

Korean mobile cintents market share 28% in Sanook.com

Policy

Weak point of Korea wave in ThailandWeak point of Korea wave in Thailand -

Copyright problem

Broker without responsibil i ty

Limitat ions

Just popular for young

generation.

Movie unpopular

Japan contents vigor

Policy

Korea wave Expanding conditionKorea wave Expanding condition Samsung economic research institute

Samsung 2002. Aanjaewook IN CHINA

Moniter model:1999 430,000-1,070,000(2000) Lg Kimmamjoo in Vietnam

Global group also using korean model Chojiwoo-Christchan d Jeonjihyun-Olympus Leeyoungan sinwha- Cocacola KFC-KIMCHI burger in taiwan

Policy

Korea wave in ThailandKorea wave in Thailand - Korea wave and product

Year Product

1991 Hyundai sell ing car in Thai market.

1998 Thai university adopted Korean language as a major.

2000 LG began to sell refr igerator.

2001 Korean movie ‘My sexy girl ’ got sensation in Thailand.

Drama ‘Autumn in my heart ’ on air.

2003 Korean on l ine game ‘Nagnalok’ cause social problem.

‘Winter love song’ on air.

Samsung mobile phone V200 hold the second rank in Thai mobile market.

Product

Korea wave in Korea wave in ThailandThailand

Year Product2004

~

2005

Thai people visit Korea 100,000On-l ine game pang-a serviced. CH7 ‘Full house’ on air, ‘Rain’ effect. Korean cosmetic ‘The face shop’ launched.

2006 CH3 ‘Daejanggeum’ on air. (fi rst Korean history drama)

LG using ‘Daejanggeum’ actress as TV air condit ion model in Thailand. Coca-cola using Korean group ‘Shin-Hwa’ as TV model. Rain, Sin Hwa, Dong bang sin ki concert in Bangkok

Product

Korea wave in Korea wave in ThailandThailand

Year Product2007

~2007 Hyundae car re launched

2008 Thai TV on-aired 48 Korean series2009 on l ine game market share 71%

Skinfood 200,000,000THAI B

Thai people visit Korea 190,000

2010 Korean language 20 Univesit ies

super junior fan club 27,802

Product

Korea wave in ThailandKorea wave in Thailand Prospect

Analysis & Prospect of the Korea wave in Thailand. Similar culture.

Thailand Buddhism and Korean Confucianism. Thai people can easily understand and agree on Korean culture seeing Korean TV series.

Thai people’s fr iendly feeling to foreigners . No discrimination to the minority in Thailand. Thailand was the trade center of western and Oriental.

The excellence of Korean popular culture. Korea entertainment business developed very fast and strong.

Analysis

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As it happened

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