Hallyu (the ”Korean Wave”) in Vietnam

By now popular culture of South Korea is widespread not only across Asia, but also worldwide. However, the problem of the features of Hallyu content reception in Asia lacks research, what stipulates for actuality of this work. The task of the research is to reveal the specific character of the reception of “the Korean wave” products in Vietnam.The research has shown that in the SRV “the Korean wave” reception process is divided into four stages, the reception took place unimpeded on each of them. The modes of reception of Hallyu products in Vietnam comprise re-makes of Korean films and “trendy dramas”, joint issue of musical compositions with the participation of Korean singers, as well as cooperation in filmmaking. In the SRV cultural diffusion is not deep, as in fact, the initiative almost entirely belongs to the Korean side. Despite public displeasure with “the Korean wave” content, which is a real conflict of cultural interests, Vietnamese authorities do not undertake any limitations against Hallyu and do not strive to slow the reception artificially, while economical advantage of the cooperation with the Korean side is very high, and the Vietnamese entertainment industry can evolve on the investments of large South Korean companies.

Hallyu, Korean wave, culture reception, media spheres conflict, Korean doramas, K-pop