VIETNAM NATIONAL UNIVERSITY, HANOI
INSTITUTE OF VIETNAMESE STUDIES AND DEVELOPMENT SCIENCES KIM MIN JUNG
STUDY ON HANLYU IMPACT TO
VIETNAMESE TEENAGERS’ AWARENESS
OF KOREA IMAGE
MASTER THESIS
Major: Vietnamese Studies

Hanoi - 2012

1

TABLE OF CONTENTS

PRELUDE 10
1. Matter bring-up and study context 10
2. Study purpose and constitution of the thesis 13
CHAPTER 1. OBSERVATION OF ARGUMENT 15

2.3.2 Demography statistics of interviewees 49
2.3.2.1. Investigation/survey study 49
2.3.2.2. In-depth interview study 49
2.4 Document analysis 50
CHAPTER 3. STUDY RESULT 51
3.1 Investigation/survey result 51
3.1.1 Verification of reliability 51

3

3.1.2 Satisfaction extent of Hanlyu culture content and affection extent for Korea
image 52
3.1.2.1 Situation of receiving mass culture 52
3.1.2.2 Affection for mass culture by country 54
3.1.2.3 Situation of approaching Korean mass culture 59
3.1.2.4 Hanlyu and Korea image 82
3.2 Study result of in-depth interview study 91
3.2.1 Process of receiving Korean mass culture 91
3.2.2 Korean mass culture 95
3.2.3 Korean mass culture effect 100
CONCLUSION 105
1. Argument and summary of study result 105
2. Policy recommendation for Hallyu‟s continuous development in Vietnam 112
REFERENCES 119
APPENDIX 128 4

INDEX OF TABLE

[Table 3.18-4] Comparsion between Korean and Vietnamese TV movies (OST)) 62
[Table 3.18-5] Comparsion between Korean and Vietnamese TV movies
(looks/fashion of actors) 62

[Table 3.18-6] Comparsion between Korean and Vietnamese TV movies (acting) 63
[Table 3.18-7] Comparsion between Korean and Vietnamese TV movies
(background/atmosphere) 63

[Table 3.18-8] Comparsion between Korean and Vietnamese TV movies (Shooting
technique/Special effect) 63

[Table 3.18-9] Comparsion between Korean and Vietnamese TV movies (General
standard) 63

[Table 3.19] Problems in using Korean TV movie 64
[Table 3.20] Satisfaction extent of Korean cinema movie (General standard 64
[Table 3.21] Most impressive Korean cinema movie 65
[Table 3.22] Best constituted elements of Korean cinema movie 65
[Table 3.23-1] Comparsion between Korean and Vietnamese cinema movies
(Theme/Topic) 66

[Table 3.23-2] Comparsion between Korean and Vietnamese cinema movies (Content
flow/pace) 666

[Table 3.23-3] Comparsion between Korean and Vietnamese cinema movies (Dubbing)
66
[Table 3.23-4] Comparsion between Korean and Vietnamese cinema movies (OST) . 66

[Table 3.29-3] Comparsion between Korean and Vietnamese popular music
(melody/rthym) 71
[Table 3.29-4] Comparsion between Korean and Vietnamese popular music
(genre/style) 71

[Table 3.29-5] Comparsion between Korean and Vietnamese popular music (lyric) 72
[Table 3.29-6] Comparsion between Korean and Vietnamese popular music (dance). 72
[Table 3.29-7] Comparsion between Korean and Vietnamese popular music
(fashion/accessories) 72

[Table 3.29-8] Comparsion between Korean and Vietnamese popular music (music
video) 72

[Table 3.29-9] Comparsion between Korean and Vietnamese popular music (general
standard) 73

[Table 3.30] Problems of Korean popular music 73
[Table 3.31] Vietnamese interest in TV movie/cinema movie 74
[Table 3.32] Sympathy of comprehensive contens of TV movie/cinema movie 74
[Table 3.33] Looks and acting/singing capability of famous actors/singers 74
[Table 3.34] High standards for TV movie/cinema movie/video clip production
technique 74

[Table 3.35] TV movie/Cinema movie helps viewers understand lives of many social
classes 75
[Table 3.36] Whole family can enjoy altogether 75
[Table 3.37] Contents of TV movie/cinema movie are interesting 75

8


[Table 3.55] Awareness of Hanlyu 81
[Table 3.56] Awareness of counter-Hallyu (Protest Hallyu/Hate Hallyu) 81
[Table 3.57-1] Korean mass culture contents and its connection with Korea image (the
investigated) 82

[Table 3.57-2] Korean mass culture contents and its connection with Korea image
(people around) 83

[Table 3.57-3] Korean mass culture contents and its connection with Korea image
(Vietnamese) 83

[Table 3.62] Interest exent in Korean history 89
[Table 3.63] Interest extent in Korean politics 90
[Table 3.64] Interest extent in Korean society 91
10

PRELUDE

1. Matter bring-up and study context
In the past 15 years, Korean mass culture phenomenon centered by popular music
and television movies has spread out to not only Asian countries such as China, Taiwan,
Japan, Vietnam, Thai Lan, etc. but also to countries of North America, Europe, South
America and Middle East. Simultaneously, cultural products originating from Korean
family products such as travelling, food, fashion, etc. are also loved. The phenomenon
is named by the press as Hanlyu. Hanlyu helped to form and increase affection for
Korea image worldwide [50; 63; 3; 56; 85; 57]. Basically, the forming and
transforming a national image must be accumulated in a long period of time. However,

mass culture in reinforcing the two‟s relationship is undeniable. Korean television
movies have been broadcast continuously in Vietnam since 1997, attracted great
interest and broadcast in every televisions from central to local levels. Thanks to that,
Vietnamese‟s awareness of Korean cultural/economic goods has been materially
increased [13]. And, according to a survey of television movie viewers, the rate of
Vietnamese who are interested in Korean popular music, cosmetics, fashion, food,
goods, language or study has also grown up [12;10;7]. Particularly, in recent years, in
many localities of Vietnam, the number of Vietnamese women who want to marry
Korean men has surged, emphasizing the great effect of Korean movies. In accordance
with the source of the Korean Department of Statistics, in 2000, the number of
Vietnamese women marrying Korean men was only 77. However, the number was

12

5,822 in 2005 and 7,636 in 2011 (totally, there were 59,898 in 2011)
1
. The main reason
behind the fact is increase of Vietnamese‟s awareness of Korea image and affection for
Korea/Korean people.
In South East Asia countries including Vietnam, there are not many studies on the
process of forming and enlarging Hanlyu except for a few such as “Study on the
process of receiving and enlarging Korean culture in South East Asia” of Lee Jin Soek
and colleagues [65] or “Assessment and comparison analysis of ảanlyu in East Asia”
of Sin Yoon Hwan [85]. These studies do not solely focus in Vietnam but also
analyze/summarize Hanlyu in East Asia countries. Therefore, they cannot provide in-
depth understanding on the effect of Hanlyu, Korean television movies in particular, in
Vietnam. The first study on the process of forming and enlarging of Hanlyu in Vietnam
is undertaken by Lee Han Woo [62]. However, given the study only refers to certain
journalists‟ analysis and interview of few Korean people living in Vietnam, its outcome
is only a preliminary introduction of Hanlyu in Vietnam. “Study on awareness of

As mentioned above, in context of lacking studies mentioning in depth effects of
Korean mass culture in Vietnam, this thesis will constitute the Vietnamese teenagers‟
awareness/affection for Korea by using factual verification method to understand in
depth effects of receiving Korean mass culture.
The argument of this study is based on the Cultivation Theory and National Image
and Interview/Survey method. Subjects of this study‟s survey/interview are teenagers
living in Hanoi to clarify the following points:
First, in context of Hanlyu being formed in a number of countries, finding out the
current situation of receiving Korean mass culture of Vietnamese teenagers;
Second, forming the awareness/affection for Korea image and clarifying effect of
Korean mass culture;

14

Third, finding out whether various phenomena considered as recently formed under
effect of Korean mass culture in Vietnam (i.e. increase of demand for trading Korean
products, increase of interest in learning Korean language and studying in Korea,
increase of number of women who want to marry Korean men, etc.) are really formed
under effect of Korean mass culture.
Apart from the above purposes, this study also aims to play a part in forming a
common culture community to dynamize the cooperation between Vietnam and Korea.
In light of the purposes, this study consists of 5 chapters with the following contents:
Prelude: Issue bring-up, study context, study purposes and constitution of thesis.
Chapter 1: Observation of Argument, including Section 1 – Observation of
arguments on national image; Section 2 – Observation of arguments on culture
development; Section 3 – Observation in relation to receiving Korean mass culture in
Vietnam. Provide essential basis/origins for the matter through Chapter 2.
Chapter 2: Discussion on study methods, including Section 1 – Study Matter and
Study Theory, Section 2 – Definition of variable reasons relating to each study matter
and theory, Section 3 – Order of Investigation, Section 4 – Document analysis

defined national image as “description of a person‟s awareness of a
country or its people, or that everyone believes on a general fact of a country or its
people”. In particular, Jeong Kyung Won stated that national image is not only a 2
Kang Hyung Ku∙Mun Ho Jin∙Yun Jung Won (2007)-Study in relation to mututal awareness of Korean cultural
product and Korea image: focusing on Korean and Chinese students 婚Marketting study恨,No. 76, re-cited from
9-28).

16

personal thought of a nation but also common “mindset” of the majority of people, and
national image can also be understood as “foreigners‟ prejudice or inherent opinion on
a specific nation” [37]. Or, national image is the overall image of various elements of
economy, politics, society, culture of the country, which people think as “a group of
elements” when imaging this country [33].
If we look at the above two trends of definition on national image, it can be seen that
later scholars often have broader scope compared with former ones (i.e. definition of
former scholars is included in that of the later ones).
In light of the later scholars‟ view, except for product image, national image also
includes images on its overall structure including economy, politics, history, culture,
traditions, etc. An Jong Soek further clarifies that national image is a concept of broad
scope consisting - besides economy, politics, culture - of its people‟s image also [19].
In short, although definitions may be slightly different, in overall, national image is
described by words with similar meaning such as “feeling”, “inherent opinion”,
“awareness”, “impression” or “idea”.
1.1.2 Major study standpoints on national image
Studies on national image have been expanded to many various fields such as “from
international marketing to advertising, speech, promotion over the past years since its

Direct experience includes cases of people travelling/visiting a country, experiencing
its values and simultaneously awaring it [73]. However, as this trend is limited by time
and cost, it is only applicable to a small number of people and therefore not the popular
way to form awareness of a country‟s image.
Direct communication with people, similarly, has the following meaning “an
individual forming awareness of a country and its people through her direct 3
Park Ki Soon (1996) – Korea image and overseas marketing of Korean enterprises: Focusing on precedence and
policy, Korean Association of public relation, marketing class (re-cited by Kang Hyung Ku∙Moon Hyu Jin∙Yoo
Jung Won in 2007)

18

communication with the people, organization, community of the country…” [74]. As
each individual transmits her self-experience to others through communication,
awareness of the national image might be broaden gradually through such individuals‟
communication [18]. However, communication among individuals, like the first trend,
also has lots of restrictions. It is normally not easy for individuals to communicate with
others from other countries everywhere and every time and therefore, this trend is also
not the popular trend to form a country‟s image.
The third trend is forming a country‟s image through its products/services (i.e. by
using its services or purchasing its household products or unique products). Given this
trend is more convenient than the aforementioned two and has a broader scope of
application, it could be considered one of the popular trends to form awareness of a
country‟s image. Where an individual cannot experience a country directly by way of
travelling/visiting, she can form awareness of its image via self-assessment of products
made by such country. However, a national image formed via products only shows its
economic aspect in a general and limited way due to not fully reflecting other aspects

inspiration for normal/Hanlyu-related products, cultural industry development – also
has the “national economic pervasion effect”. Finally, Hanlyu archives an
immeasurable effect in promoting Korea image in diplomacy by increasing interest on
Korean food and Hangul [57].
In accordance with the statistical figures in 2005 of KOTRA, Hanlyu effect to China
significantly improved Korean image and affection for Korean in the country (increase
to 82.2% in 2005 while the same figure of 2004 is only 47.1% [68]. According to Lee
Won Yuong‟s study [68] on Hanlyu effect on goods trading power and Korea image,
the awareness of Korea of interviewees after Hanlyu has been comprehensively
strengthened compared to those before it.

20

Notwithstanding that, though Hanlyu creates positive effect on product assessment
and Korea image, it still could not significantly impact goods purchasing power. Per
Lee Jun Young [66]‟s study, after experiencing Korean cultural products, Chinese‟s
awareness and affection for Korea was positively improved and thanks to that, the
relation between Korea and China, attitude towards Korea and trends to use Korean
goods also grew up. In other words, Hanlyu not only influences awareness of Korea
image but also affection for Korea. Sharing the same opinion, studies of Jo Hye Yuong
[39], Kim Mi Joo [50] with subjects being people from Hong Kong, Taiwan, Thailand
also provide similar results (i.e. Hanlyu impacts to the interest of visiting Korea, Korea
image, Hanlyu cultural and tourism products of popular Korean music).
Similar to the above, the phenomenon of increasing affection for a country‟s image
through direct contact with its cultural products can be explained by Shanahan &
Morgan‟s argument [82]. Following which, in a norm culture with conceptional values,
a country‟s culture is expressed by its cultural products and, when consumed in another
country, such values will be transmitted to that consuming country. Hanlyu is a popular
precedence of the trend. Through consumption of Korean cultural products, people of
Asian countries such as Japan, China, Vietnam, Thailand, Taiwan, Singapore have

its media, especially television movies.
Furthermore, as the transmittance of a country image through television movies can
include various aspects such as media, history, culture, accommodation, politics,
economy, society, etc. and increasable, it has a broader and more general scope
compared to other trends [48]. Affection and interest on a country can also be formed
through affection for its television movies.
Pertaining to Korea‟ case, it is an undeniable fact that the role of Korean television
movies is vital in increasing awareness/affection for Korea image in the past 15 years.

22

According to a survey on foreign tourists in 2008, thanks to the broadcast of “Dae Jang
Keum”, interest and affection for Korean food have significantly gone up [50]. Kim Jae
Huy and Lee Hee Seong [48] said, watching Korean movies helped to increase
Japanese‟s interest and affection for Korea indirectly through their affection for Korean
television movies. Further, affection for Korean movies (formed through television
movies) could positively impact the assessment of Korean products. Lee In Koo and
Kim Jong Bae [63] identifies that Hanlyu satisfaction could create a positive influence
to Chinese and Japanese‟ acts of travelling to Korea and purchasing Korean products in
their study on Hanlyu phenomenon in Japan and China. Or, the more an individual is
keen on Korean television or cinema movies, the more she wants to purchase Korean
products and travel to Korea [63]. Particularly, in China, the affection for Korean
movies is not only limited in teenagers but also to middle-aged, who have become an
important social class to form Korea affection [60]. Not only in China and Japan, the
phenomenon also appears in many other countries. In other words, Korean cinema or
television movies, in the first place, have increased positive awareness of Korea image,
which in turn creates positive impact to their intention of travelling to Korea [52]. In
regard to the quantity of television movie viewers, certain studies state that the more
the movie time is, the more positive the viewers‟ awareness of Korea image and
travelling to Korea [36].

awareness and also, by re-structuring social picture, creates extreme effect itself [27].
Such standpoint first appeared in the 1970s, has been verified by many
studies/arguments and cultivation theory is one of them. Cultivation theory‟s starting
point is to “try to find the relation between a violent behavior on television and
violence behaviors spreading the America society in 60s, 70s” [34]. The thesis 4
Lippmann, W. (1950). Public Opinion. New York: MacMillan. pg 16.

24

“Toward Cultural Indicators: The Analysis of Mass Mediated Public Message Systems”
of Gerbner [22] may be considered as “the most basic argument” of cultivation theory.
According to the theory, popular information will develop community‟s general
awareness of social accommodation or picture via its transmittance. The awareness
depends on various elements like “the argumentative and positional relation of
elements of the message, time to desire it and awareness on importance of behaviors or
events, general knowledge of elements constituting society” [34].
Based on the above basic arguments, in 1970s Gerbner carried out factual
verification study to verify how popular information, especially television, impact the
constitution of an individual‟s awareness of social picture. The first study trying to
verify this is “Living with television: The violence profile” of Gerbner and Gross. In
the study, the authors state that television - given its non-requirement of qualification
unlike press, non-charge unlike cinema movies, transmittance of both sound and image
unlike radio, difference from theatre, music show and even church due to its non-
moving element - has an important role in transmitting and preserving our conventional
conceptions, beliefs and behaviors. The most essential meaning of television is a mean
of socialization and stablization of social patterns. The pros of television is transmitting
and standardizing cultural patters in a similar way, simultaneously having no relations