Korean Info

1. www.k-tcc.com
Present by KTCC
(Korea Thailand Communication
Center)

2. CONTENTS
Overview
Korea wave History in
Thailand.
Various Korea waves in
Thailand.
Economic Effects
Weak points & Suggestions

3. 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

4. Increasing interest of Korea waveIncreasing interest of Korea wave
in Thailand !in Thailand !
 First Korean Drama in Thailand2000
 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

5. Increasing interest of Korea waveIncreasing interest of Korea wave
in Thailandin Thailand !!
 ‘Rain’ first concert in Thailand.
[Rainy Day]
 2004 first 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

6. Increasing interest of Korea waveIncreasing interest of Korea wave
in Thailandin Thailand !!
 JYP audition 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 audition.
Introduction

7.  During 4yeras from 2001 –
 Broadcasted not more than 20 dramas.
 After 2003
Thai TV and production bought Korean
drama competitively.
Main TV ch7, ch3, and iTV
Broadcasting Korean drama at prime
time of weekend.
DramaDrama
Drama

8. Number of Korean DramaNumber of Korean Drama
Drama

9.  Dae jang geum Export 65 countries12,000,000US$
 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

10.  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
 20079, 200829, 200917, 201013 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

11.  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

12.  Easy to find 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
Publishin
g

13.  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

14. 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

15. Year Number Rate(%) Drama
2000 87,883 38.0 1
2001 73,127 -16.0 0
2002 73,972 1.2 5
2003 78,243 5.8 23
2004 102,588 31.1 8
2005 112,724 9.9 14
2006 128,555 14.0 24
2007 146,792 14.2 21
2008 160,687 9.5 45
2009 190,972 18.8 38
Travel
Travel

16. Advertisement
 Korean Star Advertisement
 Young generations like Korea.
Korean style and fashion.
Hope to visit Korea.
Want to using Korean product.
 Cosmetic brand and Snack for youth
 Korean Model
 Korean style advertisement,
 Korea wave marketing.
 Many Korean star fan clubs in
Thailand.
Super junior, Bigbang estimate over
200,000
Travel

17. Advertisement
 Thai women 78.25%:purchased Korean cosmetic
 Etude House:3,000,000US$ per year
 Skinfood: 6,000,000US$ per year
 2010. 1FTA
 Fan club
 1)Super junior:27,802
 2)Total korean fan club:about 200,000
Travel

18. On-line Game
 2009
 Cabal, Luna, RayCity, Special, Force, Audition
 Top 5 All Korean games
 2008
 LunaMember 150,000
in 15days after launching
 Thai on-line game market
3,500,000 users.
Korean game market share 71%(2009)
Game

19. Animation & cartoon
 Dream of jang geum, SF children
Drama
 Why series
 First step==Expanding more and
more with government exporting
policy.
 2009 korea aim export 830,000,000
US$
 Make 6,000 jobs
Game

20. 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

21. Economic Effect
 2009 Japan+China+Vietnam+Taiwan130,000,000,000 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 Japan100,000,000US$
Policy

22. Economic Effect
Hyundai car2007:66 2008:898
2009:1,788 (market share below 1%)
Korea Thai chamber of commerce official member
2008=84 2009= 133 2010=155
Korean mobile cintents market share 28% in Sanook.com
Policy

23. Weak point of Korea wave in ThailandWeak point of Korea wave in Thailand
-
 Copyright problem
 Broker without responsibility
 Limitations
 Just popular for young
generation.
 Movie unpopular
 Japan contents vigor
Policy

24. 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

25. Korea wave in ThailandKorea wave in Thailand
- Korea wave and product
Year Product
1991 Hyundai selling car in Thai market.
1998 Thai university adopted Korean language as a major.
2000 LG began to sell refrigerator.
2001 Korean movie ‘My sexy girl’ got sensation in Thailand.
Drama ‘Autumn in my heart’ on air.
2003 Korean on line game ‘Nagnalok’ cause social problem.
‘Winter love song’ on air.
Samsung mobile phone V200 hold the second rank in
Thai mobile market.
Product

26. Korea wave inKorea wave in
ThailandThailand
Year Product
2004
~
2005
Thai people visit Korea 100,000
On-line game pang-a serviced.
CH7 ‘Full house’ on air, ‘Rain’ effect.
Korean cosmetic ‘The face shop’ launched.
2006 CH3 ‘Daejanggeum’ on air. (first Korean history drama)
LG using ‘Daejanggeum’ actress as TV air condition
model in Thailand.
Coca-cola using Korean group ‘Shin-Hwa’ as TV
model.
Rain, Sin Hwa, Dong bang sin ki concert in Bangkok
Product

27. Korea wave inKorea wave in
ThailandThailand
Year Product
2007
~
2007 Hyundae car re launched
2008 Thai TV on-aired 48 Korean series
2009 on line game market share 71%
Skinfood 200,000,000THAI B
Thai people visit Korea 190,000
2010 Korean language 20 Univesities
super junior fan club 27,802
Product

28. 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 friendly 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

29. KTCC Movie
 Hello
Stranger
 As it
happened

30. Thank You!!Thank You!!
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