Cultural diplomacy

Hallyu’s influence through BTS worldwide recognition

Abstract

The Hallyu Wave phenomenon has become one of the most important means of expansion for South Korea, increasing its influence both regionally and internationally. A key product of the Korean Wave gaining particular prominence is its K-dramas, and especially K-pop, with it now being one of the most lucrative sources of income for the South Korean economy, and has even gained its own department in the country's Ministry of Culture. The kpop industry brought with it visibility for the group BTS which, through its revolution, managed to become a source of profit for the South Korean government and has been acquiring thousands of fans worldwide. Moreover, the objective of this article is to present South Korean cultural diplomacy, seeking to understand how Hallyu has materialized as a mechanism to be used in South Korea's international relations, through the world-renowned Korean band, BTS. As a qualitative exploratory research method, using bibliographic sources, magazines and articles that address the expansion of Hallyu and South Korean soft power, it is considered a currency of exchange in different spheres of society and the international diplomatic arena. Coming to the conclusion that the Hallyu, more specifically, that BTS is used as an instrument of Cultural Diplomacy of the South Korean government, transmitting a positive image to countries through Hallyu, and thus achieving a better insertion in the International System with the increment of Soft Power.