태국의 한국 드라마 리메이크 작품 성공요인 분석

Abstract

This study analyzed the success factors of Korean remake dramas, which are popular with Thai viewers. This study is significant in that it contributes to cultural exchange as Thai viewers spread interest in Korean culture. The Korean Wave in Thailand began with dramas and contributed to the spread of the early Korean Wave. In Thailand, Korean dramas are mainly accessed through online and mobile platforms, and it was found that women consume a higher proportion of dramas than men. Looking at the specific reasons why Korean dramas were popular in Thailand, first, the composition of the drama was tailored to young consumers who are familiar with using new media. Additionally, the consumption of Korean Wave content has expanded due to the advancement of urbanization and the increased purchasing power of young consumers who enjoy digital media. Second, the Thai drama-becoming strategy was utilized. The Thai remake drama was based on the original drama and tried to reduce viewers' feelings of rejection or heterogeneity by adapting detailed parts to Thai conditions. In addition, it can be seen that viewers' enjoyment and immersion were improved by making the content of the drama similar to the real world. Third, the genre and content of the drama suited the emotions of Thai people, making it popular. Thai viewers identified with their real lives and the lives of the characters and became immersed in the content of the drama. Fourth, I felt satisfied with the character’s surreal abilities. Viewers were attracted to a fantasy protagonist with superhuman powers who saw ghosts and fought them. This is because the world of fantasy provided vitality to their real lives by showing them a new world and giving them the pleasure of deviation. Thailand's Korean drama remake contents can serve as good examples for establishing a complex drama remake localization strategy and for qualitative and quantitative development of localization production.