K-콘텐츠의 해외 확산과 K-푸드 수출의 상관관계에 대한 연구 - (對)태국, 미국 K-드라마 방영과 김치 수출량을 중심으로 -
Study of exploring the correlation between global spread of K-content and K-food exports - Focusing on K-drama and Kimchi export to Thailand, the USA -
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This study focuses on the impact of the global contribution of Korean Cultural Content, particularly K-dramas, on the export volume of K-food, with a focus on kimchi exports to Thailand and the United States. As the K-food has been discussed as a derivative of the Korean Wave, which is Hallyu, researches in the past have been seldomly quantified its prominent commercial impact in conjunction with other cultural content. By analyzing 17 K-dramas which have been broadcasted globally via Global OTT Platforms between 2019 and 2024, this study thoroughly examined how consisted factors such as broadcast duration, frequency of Korean food appearances, emotional reviews by audience, and Korean food diversity within dramas and checked the correlation with changes in kimchi export volumes, before and after the drama airing. Using Regression and Pearson Correlation analyses, it was confirmed that both the frequency of Korean food scenes and positive viewer reviews had statistically significant effects on export increases. Substantially noted with several values, while the export to Thailand growth was strongly influenced by frequency of exposure of K-food, the result in U.S.A showed higher sensitivity to content diversity of dramas and audience viewers’ sentiment positive review. The results supports the localized marketing strategy of K-contents and K-food and K-contents driven K-branding approach, especially in culturally emerging markets, and emphasizes the demand for the framework of K-food not merely as a cultural coercion but as a strategic simultaneous rise.
Abstract
This study focuses on the impact of the global contribution of Korean Cultural Content, particularly K-dramas, on the export volume of K-food, with a focus on kimchi exports to Thailand and the United States. As the K-food has been discussed as a derivative of the Korean Wave, which is Hallyu, researches in the past have been seldomly quantified its prominent commercial impact in conjunction with other cultural content. By analyzing 17 K-dramas which have been broadcasted globally via Global OTT Platforms between 2019 and 2024, this study thoroughly examined how consisted factors such as broadcast duration, frequency of Korean food appearances, emotional reviews by audience, and Korean food diversity within dramas and checked the correlation with changes in kimchi export volumes, before and after the drama airing. Using Regression and Pearson Correlation analyses, it was confirmed that both the frequency of Korean food scenes and positive viewer reviews had statistically significant effects on export increases. Substantially noted with several values, while the export to Thailand growth was strongly influenced by frequency of exposure of K-food, the result in U.S.A showed higher sensitivity to content diversity of dramas and audience viewers’ sentiment positive review. The results supports the localized marketing strategy of K-contents and K-food and K-contents driven K-branding approach, especially in culturally emerging markets, and emphasizes the demand for the framework of K-food not merely as a cultural coercion but as a strategic simultaneous rise.