© Koninklijke Brill NV, Leiden, DOI: 10.1163/156805810X517652 EJEAS . () – European Journal of East Asian Studies www.brill.nl/ejea Constructing a New Image. Hallyu in Taiwan Sang-Yeon Sung University of Vienna email@example.com Abstract %is paper discusses how hallyu —the recent influx of Korean popular culture in Taiwan— has transformed the image of South Korea among the people of Taiwan. South Korea and Taiwan share a similar historical past. Nevertheless, the Taiwanese did not have a positive image of South Korea after , when South Korea broke oﬀ diplomatic relations with Taiwan in order to establish diplomatic relations with mainland China. %is work is based on ethnographic research done in Taiwan and South Korea from – and –. It explores how hallyu has contributed to the rebuilding of the image of South Korea in Taiwan. It discusses Taiwanese perceptions of this image and the role of the South Korean government in improving it. It focuses on how a once-held negative image of South Korea has been transformed. %e hallyu boom inspired many Taiwanese to remark on the influence of South Korean dramas and pop music in renewing their relation- ship with South Korea. It has provided an opportunity for
European Journal of East Asian Studies – Brill
Published: Jan 1, 2010
Keywords: IDENTITY; POPULAR CULTURE; NATIONAL IMAGE; NATION BRANDING; HALLYU (KOREAN WAVE); GLOBALISATION; NATIONALISM
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