포르투갈 내 한류 확산: 현황과 동향

Abstract

The primary purpose of this study is to contribute to the expansion of Hallyu (Korean Wave) research by analyzing the trends and flows of Hallyu in Portugal, a topic that has been virtually unexplored domestically. The advent of Hallyu in Portugal began around 2007, centering on K-Pop. Starting from small-scale fandoms, the enthusiasm for Hallyu has now spread widely through various K-Pop clubs and events. Representative Hallyu-related events include K-Pop flash mobs and K-Pop cover dance festivals. Furthermore, the interest in K-Pop has expanded to encompass the broader Korean culture, including the Korean language and cuisine. Interest in Korean culture in Portugal continues to grow, driven by the active participation of Hallyu fans, the broadcasting of Korean media, and the increased use of OTT platforms. Social media has played a crucial role in the spread of Hallyu, serving as a platform for fans to share Hallyu content, obtain the latest information, and communicate with each other. Additionally, the Korean content industry's significant investment in producing high-quality content has been instrumental in the spread of Hallyu, which has in turn promoted the overall Korean culture in Portugal. The significance of Hallyu in Portugal includes enhancing the effectiveness of public diplomacy, the formation of transnational Hallyu phenomena and fandom, and the expansion of Hallyu into Ibero-America. The linguistic commonality among Portuguese-speaking countries plays a crucial role in the consumption of Hallyu content and the formation of fandom, which can extend beyond Portugal to the entire Portuguese-speaking world. Considering countries that use Spanish, a language similar to Portuguese, the influence of Hallyu can further expand across the Iberian Peninsula and Latin America, highlighting the major significance of Hallyu in Portugal.