THE METAVERSE AS A NEW DIMENSION OF SOUTH KOREA’S SOFT POWER: THE EVOLUTION OF HALLYU

Authors : Güldane Gültekin

Pages : 375-406

Doi:10.61134/audodilder.1829037

View : 126 | Download : 156

Publication Date : 2025-12-31

Article Type : Research Paper

Abstract :This study examines how South Korea’s cultural soft power strategy has been reshaped by digital transformation, with particular emphasis on the integration of metaverse technologies into the contemporary landscape of Hallyu. The historical evolution of the Korean Wave demonstrates that its global expansion has been closely linked to advancements in media technologies. Although the current phase of Hallyu is often labelled as the ‘K-Style era,’ its boundaries remain loosely defined in the existing literature. Building on this ambiguity, this study interprets Hallyu 4.0 as a stage increasingly intersecting with emerging digital environments, particularly the metaverse, where technologically mediated forms of cultural production and dissemination are taking shape. This article analyzes major governmental and private-sector initiatives, including Metaverse Seoul, the Korea World virtual exhibition space, and the growing prevalence of virtual idols, VR concerts, and interactive entertainment formats within the K-pop industry, to illustrate how South Korea strategically employs immersive technologies to strengthen its soft power.
Keywords : Güney Kore, Hallyu, Kültürel yumuşak güç, Metaverse, Dijital diplomasi

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