DUCNA-BA00274CASE STUDY PageFPT UNIVERSITY2013INDIVIDUAL ASSIGNMENT:THE EFFECT OF KOREAN CULTURES ONVIETNAMESE CONSUMER’S ...
DucNA-BA00274CASE STUDY Page 1ver the past fewyear, the Korean‟sCulture has beenincreased dramatically inover the world, s...
DucNA-BA00274CASE STUDY Page 2he EconomicRenovation launchedby the VietnameseGovernment in 1986 didnot only transformVietn...
DucNA-BA00274CASE STUDY Page 3content. The majority offemale students Lac HongUniversity of objectssurveyed said love movi...
DUCNA-BA00274CASE STUDY Page 4to travel for once to seethe idols.ndeniable thecontribution of theKorean for thedeveloping ...
DucNA-BA00274CASE STUDY Page 5REFERENCE An, K. , Hui, M. and Leung, K. ( 1990 ), “WHO SHOULD BE RESPONSIBLE? EFFECTSOF VO...
Upcoming SlideShare
Loading in …5
×

Hallyu in vietnam

1,159 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,159
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
25
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Hallyu in vietnam

  1. 1. DUCNA-BA00274CASE STUDY PageFPT UNIVERSITY2013INDIVIDUAL ASSIGNMENT:THE EFFECT OF KOREAN CULTURES ONVIETNAMESE CONSUMER’S BEHAVIORLECTURER:PHẠM VŨ THUỲ CHISTUDENT: NGUYỄN ANH ĐỨCROLLNUMBER: BA00274 CLASS: BA604
  2. 2. DucNA-BA00274CASE STUDY Page 1ver the past fewyear, the Korean‟sCulture has beenincreased dramatically inover the world, specially inthe Asian countries suchas Viet Nam, Thai Land,Indonesia,.. and immensepopularity in China,Taiwan, Hong Kong. TheKorean‟s culture wasappeared in a lot of newsand magazine, it hasrecognized the rise ofKorean popular culture.Korea has beenresponsible for a televisionphenomenon known as"Hallyu" -- often called theKorean Wave - includingtelevision dramas, movies,pop songs and theirassociated celebrities -with a number of dramas,including "Autumn FairlyTale," "Winter Sonata" and"Daejanggeum" ("Jewel inthe Palace"). Its popularityhas spread to a number ofEast Asian countries,including VietnamMoreover, the music idolfrom South Korea makethe Vietnam‟s youngergeneration being crazyday by day, in our dailylife. Therefore, the acrossculture was affect in theVietnamese consumer‟sbehavior. This case willgive the reader theinformation and theanalyst of the author aboutthe effect of Koreanculture on VietnameseConsumer‟s behavior.o begin with, theKorean wave isindebted to the medialiberalization that sweptacross Asia in the 1990s,and in the early 2000s inViet Nam. After the filmabout the love story"Winter Sonata" broadcastnationally on Vietnamesetelevision in the early2000s, Korean dramas areeven more popular thanthe Chinese Film ( whichis very popular with theVietnamese because ofChina and Viet Nam areneighbors, Viet Nam isinfluenced significantly byChinese culture, whichtook root during the longChinese occupation ). Justlike that the Koreandramas became a big hitin Viet Nam, Koreandramas rapidly gainedairtime on televisionchannels, from the Northto the South. At least fourto five Korean dramas arebroadcast every night,Korean Film was becomethe inspirit food ofVietnamese. The numberof Korean dramas havebeen increase quickly withthe series long episodes,such as: Model, BrotherDoctors, Autumn Heart,...The reason of quicklyincreasing come from thethe cheaper Koreanprogramming; Koreantelevision dramas were aquarter of the price ofJapanese ones, and atenth of the price of HongKong television dramas asof 2000 (Lee, 2003)Profit of Koreantelevision programmingexports (Ministry ofCulture and Tourism,2004).Moreover, in the few yearthe strong appearance ofthe Kpop ( Koran Pop ) isbecame the new trends ofthe Young Vietnamese‟sgeneration, when theyounger spend too muchtime and money to OWNand TOUCH their idol.$-$5.00$10.00$15.00$20.00$25.00$30.00$35.00$40.001999 2003$12.70$37.50Increasing from exportingKorean ProgramOT
  3. 3. DucNA-BA00274CASE STUDY Page 2he EconomicRenovation launchedby the VietnameseGovernment in 1986 didnot only transformVietnam from one of theworlds poorest countriesin the 1980s, to one of themost successful countriesin the world in terms ofeconomic growth, but alsohad important impacts onVietnamesemedia. Vietnameseaudiences, who found itdifficult to subscribe to anewspaper in thesubsidized period, startedto enjoy a wide range ofchoice in the media, bothdomestic and internationalchannel. In addition, thepolicy to develop theculture exchange betweenViet Name and Nationalsin over the World whichhas been the anotherculture easy to come withthe Vietnamese by themovie, song,.. At thattime, the activities to tradethe culture was motivateexcept the depravedcultural products and theviolent. However, it timefor the Government tochange the policy whenthe trend of Korean idolare become a achesphenomenon in the social.long with the growingrapidly, and thespreading stronglythe Korea Culture wasmake the marks in theVietnamese. As the mediais said to play a centralrole in shaping socio-economic structures,cultures and developmentdynamics, and to changecultural and political viewsworldwide. As mentionedpreviously, as Koreandramas, Kpop,.. are verypopular in Vietnamesemedia and Korean cultureand products have hadsignificant impact onVietnamese. Therefore,that critics are concernedthat the spread of Koreanpopular culture could stripaway the consumer‟sbehavior of Vietnamese.It is real that, the factorwhich effect to theconsumer‟s behavior isthat:Cultural (Subcultures),Religion(Christianity,Hindu, Muslim, Sikhism,Jainism…etc.),Status(Upper Class, Middleclass and Lower Class),Gender (Male/Female). Itis easy to realize that theCulture has the one ofthe main factor effect tothe consumer.To make clearly theproblem, I have ananalysis so I found ashort question in anews paper has agood reputation, thequestion is"Why do you likeKorean movies, whatdo you focus on themovie?",72% of thosesurveyed said that thebeautiful actress, orTA
  4. 4. DucNA-BA00274CASE STUDY Page 3content. The majority offemale students Lac HongUniversity of objectssurveyed said love movieactress Song Hye Kyo inFull House, thus imitatingthe hairstyle, womenscostumes this member.55% of young workerssurveyed said they imitatethe actor Yang Dong Gunin the film Brothers doctor.(Đồng Nai News Paper,2012.).Moreover, Today, thestreet or in crowdedplaces, even in theworkshop, factory oruniversity lecture halls,people are very easy tosee the hair, clothing,jewelry, utensils, makeuplike Korean actor.According to the analysis,the number of 82.77% ofyoung people under 30years old said that Koreanfashion is their favoritestyle, 64.19% prefer touse Korean cosmetics,62.84% prefer Samsungphones. Nearly 52% ofthe surveyed also saidthey would choose SouthKorea as a place to travelif selected. This is aconsequence of thefavorites to follow, asecret weapon and verysuccessful of Koreanculture Entertainment.When people see a lot ofKorean dramas they willbecome love and want tofollow it, the movie ofKorea show the daily ofthe Korean with theirfacilities, with theircostumes, their smartphone ,..etc. TheVietnamese consumer willfeel intimacy with thebackground of daily life inKorea, so they have thetrend to do the same withthe things which they seein the Television. In fact,the sales of LG (household appliancesBrand from Korea ) thewash machine was sale2.25 million products in2011 ( Bao moi, 2011).The Viet Nam market isbecome a good market forthe company from Korea.It is easy to realize thatthe household appliancesin Viet Nam almost is thebrand come from theKorea, such as LG,Samsung,.. with the fieldof product is Washmachine, TV LCD,Refrigerator, Aircondition,.. that is thethings which theconsumer always see onthe movie of Korea movieeveryday. Beside it, thesmart phone market inViet Nam also see theappearance and strengthdeveloped of theSamsung, Sky Vegasbrand with the product:Samsung Galaxy S3,Note 2, Galaxy tab 2,.. themobile with the bigdesign, typically in thecinema and the poster ofthe Korean idol, themobile bearing essence ofKorean but it was boughtand use by theVietnamese with the largenumber.The Vietnamese womenis not stranger with thebrand of costume OHUIfrom Korean with theproduct to take care theskin and make up,.. thebeautiful face of Koreanactress is a perfectopportunity to advertisetheir product toVietnamese consumer. Ofcourse the consumer willbelieve that they will ownthe good skin like theactress on TV.The fans of Korean IdolKpop is also the goodsales of Korea. Let‟s takean example in fact that,many millions CDs ofKorean Kpop bands wassold in VietNam, it meanthat the fan in Viet Namspend billions VND for theKpop bands. Beside it, thefans also buy the ticketsof all concepts their idolsperform or appear to seeand scream the idolsname. It also make theKorea became thecountry have been choice
  5. 5. DUCNA-BA00274CASE STUDY Page 4to travel for once to seethe idols.ndeniable thecontribution of theKorean for thedeveloping of Viet Nam.The trade culture ofKorean promote thedevelop of business, andthe culture exchange toenlarge the knowledge. Itmake the Vietnameseconsumer change thebehavior in the shopping,it also make the women Ifamily have a lot of choicein their decision buying.However, the crossculture will make the biasculture in the youth ofVietnamese, it could bringthe bad affect to theyouth, the Governmentshould have somemeasures to solve andcontrol this issue. I hopethat after reading thiscase you will have aoverview of the problemKorean Culture effect inthe consumer‟s behaviorin Viet Nam and moreknowledge andinformation about thisproblem.U
  6. 6. DucNA-BA00274CASE STUDY Page 5REFERENCE An, K. , Hui, M. and Leung, K. ( 1990 ), “WHO SHOULD BE RESPONSIBLE? EFFECTSOF VOICE AND COMPENSATION ON RESPONSIBILITY ATTRIBUTION, PERCEIVEDJUSTICE, AND POST-COMPLAINT BEHAVIORS ACROSS CULTURES “,InternationalJournal of Conflict Management ,MCB UP Ltd, Vol. 12, pp.350 – 364 Arnould, E. and Thompson, C. (2007), “Consumer Culture Theory (And We Really MeanTheoretic ) “, 11thedition, vol 11, pp 3-22, viewed March 19,2013 ,<http://emarldinsight.com/10.1016/S0885-2111(06)11001-7> Gordon E. , Chang, K. and Taylor, C. (1983 ), “Culture and Advertising Executions: AComparison of Selected Characteristics of Korean and US Television Commercials”,International Marketing Review, MCB UP Ltd, Vol. 9,. Ho, A.L. (2003) „Airing Skeletons in the Family Closet‟, The Straits Times 20 August. Dang Thi Thu, Huong. (2009), “HALLYU AND ITS EFFECT ON YOUNGVIETNAMESE”, University of Social Sciences and Humanities, Vietnam, viewed onMarch 20th2013, < http://www.vanhoahoc.vn/nghien-cuu/tai-lieu-tieng-nuoc-ngoai/vietnamese-culture/1319-dang-thi-thanh-huong-hallyu-and-its-effect-on-young-vietnamese.html> Thanh,Lich . ( 2012 ), “ Sự xâm lấn của văn hóa Hàn Quốc “, viewed on March 20th,2013 < http://www.tienphong.vn/van-nghe/601317/Su-xam-lan-cua-van-hoa-Han-Quoc-tpov.html > Shim,D. (2005 ) “ Hybridity and the rise of Korean popular culture in Asia “, NationalUniversity of Singapore ,SAGE, viewed March 20, 2013,<http://mcs.sagepub.com/content/28/1/25 > Thanh,Thuy ,(2012) “ Làn sóng văn hóa Hàn Quốc “tấn công” giới trẻ”, Dong Nai,viewed on March 20th, 2013, <http://www.baodongnai.com.vn/phongsukysu/201208/Lan-song-van-hoa-Han-Quoc-tan-cong-gioi-tre-Bai-1-2176705/ > Tran Thi Thu,Trang . ” HÀNH VI TIÊU DÙNG CỦA NGƯỜI VIỆT NAM - VietnameseConsumer Behavior!”, viewed on March 20th2013,< http://dsp.biztequila.com.vn/content.php?448-H%C0NH-VI-TI%CAU-D%D9NG-C%26%237910%3BA-NG%26%23431%3B%26%237900%3BI-VI%26%237878%3BT-NAM-Vietnamese-Consumer-Behavior!>

×