Anita Kong's Blog

In response to Connie Hsu’s Blog post: South Korean Companies Branded by Gangnam Style, I agree that Psy’s song, “Gangnam Style” has contributed to South Korea’s image globally.  However, South Korean culture has already been increasing in popularity, dating back to 1990, when the “Hallyu” wave began.  Along with the government trying to establish a national brand for South Korea, “Gangnam Style” is merely the catalyst that has ignited the awareness of South Korea’s culture globally.

As mentioned by Hsu, the overall success of the song can be observed by the increase in demand for Korean made products.  South Korean companies are able use this advantage to market its products to foreign buyers.  For instance, Amore Pacific, a South Korean cosmetics company, has experienced growth in China.  This indicates that companies can expect growth in profit due to positive global associations with South Korea’s brand.  South Korea’s brand has effectively been repositioned to create an identity that distinguishes it as being “a source of fun and hipness.”  “Gangnam Style” has paved the way for opening up Korea’s industry to foreign investors—a feat that the government has been trying to accomplish for years.

References:

http://www.theglobeandmail.com/report-on-business/international-business/asian-pacific-business/what-gangnam-style-is-doing-to-brand-south-korea/article4596798/

http://www.koreatimes.co.kr/www/news/biz/2012/10/123_123175.html

https://blogs.ubc.ca/conniehsu/2012/10/08/gangnam-style-branding-south-korea/