1. Towards Further Bilateral Exchange
~ Driving Force of Echo Boomers ~
DONGWOOK LEE
YONSEI UNIVERSITY

7. Who are those Echo Boomers?
• Generation Y, Millennial Generation
• Disputes about range, but mean is late 80s-
early 90s
• Many of them are children of baby boomers
http://en.wikipedia.org/wiki/Generation_Y

8. Who are those Echo Boomers?
• Worse economic prospects
• High expectation in the workplace
• Liberal majority and conservative minority
• Clear political stance
• Tendency not to be involved in direct conflict
• Less importance in passage of adulthood, Peter Pan
generation
• Being an adult is based on personal abilities
• Peer-oriented due to easier facilitation of use through
information technologies

9. What is Bilateral Exchange?
• By definition of OECD glossary of statistical terms,
• All aspects of the exchange process are already agreed,
because the two countries developed in the same manner
“Exchange of data and/or metadata between a sending organisation and a
receiving organisation where all aspects of the exchange process are agreed
between counterparties, including the mechanism for exchange of data and
metadata, the formats, the frequency or schedule, and the mode used for
communications regarding the exchange”
Q. In which area do we share the common development path?
Which country was the leader in each development area?
Soft power is a result of the development.

11. Trends in Bilateral Exchange
1998. 10. 8.
Japan-Republic of Korea
Joint Declaration (Kim Dae Jung-
Keizo Obuchi)
Co-produced movies(1998. 10.)
Movies & music performances (1999. 9.)
Awarded animation & games (2000. 6.)
Korean government’s announcement of indefinite
interruption (2001. 7.)
1998.10.
1999.9.
2000.6.
2001.7.
2002.6.
2003.6.
2003.9.
2004.1.
Resumption of import opening (2002. 6.)
Korea-Japan summit (2003. 6.)
Entire opening of movies, music & games (2003. 9.)
Animation for TV and theaters (2004. 1.)

12. Difficult situations in the past
• Morning Musume Asia Tour in 1999
– People went there alone without noticing others
– Or they went there as a fanclub
• Comic books and Animations in over-the-air
broadcasting
– Landmarks in Tokyo, Japanese trademarks, icons of
Japanese attire and home design were censored
– Missed editing was regarded as a shame
Q. How was the situation of late 20th century in Japan? How do you feel the
changed attitude of Korean in terms of receiving Japanese culture?

13. Lee Eo-Ryeong, former minister of Culture
• ‘Soft Power in New Asian Generation’ in June 20
10 in Tokyo
• ‘Is Axis of Civilization Moving Towards Asia?’ in
November 2011 in Beijing
– Advocated relationship of circulation in which
there is neither winner nor loser
– Egg fries instead of boiled eggs or scrambled eggs
Q. Example?

14. Korean who actively advocate Cool Japan
LIGHT UP NIPPON and After
2012/3/15 at Haja Center
(Seoul Municipal Youth Job Experience
Center)
100 Korean spectators came to hear
the representative organizer’s speech and
watch the documentary film
Spectators were mainly university
students (some attended with no
interpreter on)
Sponsors:
観光庁、経済産業省、総務省、環境省、国土交通省、水産庁
宮城県、多賀城市、東京都、京都市、武雄市、多賀城・七ヶ浜
商工会
駐日アメリカ大使館、駐日韓国大使館 韓国文化院、駐日中国大
使館、駐日フランス大使館
Artists in fields of magazines, interior design,
fashion, video arts, stage effects, sound effects

15. I have a question: Is there ‘Cool Korea’?
• Trying to learn Korean
language
• Tourists in Seoul
• Take Korean culture as an exam
ple and follow suit
0 10 20 30 40 50
Gastronomy
Shopping
Cultural Heritages
Aesthetic Services
Studios, Concerts
Others

16. “A persuasive approach to international relations, typically involving
the use of economic or cultural influence”

17. Efforts for Soft Power
KOREA JAPAN
• Presidential Council
on National Branding
• Ministry of Economy
, Trade, and Industry
Soft Power can gain political influence only when it is managed or supported
by a national government organization which is the main value creator.
World Friends Korea
Preparing for multicultural society
UNESCO World Heritage
There will be a plenty that I don’t know
of
Let’s introduce to each other more about each country’s details, including
efforts in relation to other countries than Korea/Japan.

18. FRAMEWORK
CURIOSITY & OPENNESS
BILATERAL EXCHANGE
SOFT
POWER
CULTURAL
DIPLOMACY
ACTION OF STATE GOVERNMENT
CONSENSUS WITHIN THE STATES
ACTION OF ACTORS IN INTERNATIONAL
POLITICS
ACTION OF
STUDENTS AND
CITIZENS
ACTION OF PRIVATE
CORPORATIONS, FOUNDATIONS, OR
GANIZATIONS AND INSTITUTES
GROWTHOFECHOBOOMERS
KOREAN WAVE