Sam M. Richards, a professor of sociology at Penn State University. Courtesy of Sam Richards

• ●In the past, Hollywood movies and American culture influenced Korea and other countries. Today, however, the flow of cultural influence has reversed.
  

• ●“Korea has the ability to spread its culture to every corner of the world,” says Penn State University Sociology Professor Sam Richards.

Hollywood movies, together with American pop music and lifestyle brands, have been trendsetters all over the world since World War II. In the 1980s and 1990s, for example, it was common in Korea to see local cinemas packed with viewers eager to watch newly released Hollywood movies. American pop music, including hip-hop, also had a huge impact on Korean pop music. Various musicians localized American pop sounds and techniques in their music. Their decades-long endeavor to “innovate” Korean music paved the way for K-pop’s global success.

Over the last decade, there has been a noticeable change – if not a complete shift – in global cultural influence. The flow of cultural influence has shifted to the other way around, as Korean pop music and movies have become more visible in the world, including the United States.

What’s going on in global pop music, particularly in hip-hop, after the meteoric rise of BTS, proves that a late mover (K-pop) has upgraded a genre of music that a pioneer (hip-hop and other U.S. performers) initially created.

During the joint Korea-U.S. press conference following the recent summit with President Moon Jae-in, U.S. President Joe Biden publicly acknowledged the emerging trend of reverse cultural influence spurred by K-pop’s global expansion.

“[O]ur people-to-people and cultural connections are only growing, and K-pop fans are universal,” he said. “I can tell those who laugh know what I’m talking about. I’ll get back to that later.”

President Biden also reminded the public of the recent triumphs of Korean movies at the Oscars, mentioning a Korean winning for Best Supporting Actress – though not referring to Youn Yuh-jung by her name – as well as the saga of director Bong Joon-ho clinching four Oscars for “Parasite” last year.

“Our two countries and two nations have the tools and the deep connections that we need to make even stronger alliances and stronger cooperation,” Biden said.

Sam M. Richards, a professor of sociology at Penn State University in the United States, said that President Biden’s reference to BTS is quite noteworthy.

“He probably doesn’t remember when he last ate kimchi, drank soju or had a conversation about Samsung, Hyundai or LG. But President Biden definitely knows when he last thought about BTS,” he said.

President Biden’s reference to the K-pop band has reminded the Korean public of the ongoing debate about the longevity of Korean culture on the global stage.

Among others, the issue that has divided naysayers and optimists is whether K-pop’s global success will turn out to be just a fad.

Professor Richards remains optimistic that Korean culture has the potential and infrastructure needed to increase its global influence in the future.

“As a powerful economy built upon the world’s most advanced technologies, an unparalleled and well-crafted educational system, and the ability to spread its culture into every corner of the world, Korea has no equals,” he said. “With each passing year, more countries and sectors all over the world are becoming dependent on the many things that Korea produces and consumes.”

Richards also remains positive about K-pop’s global influence after BTS, dismissing the naysayers who are pessimistic about the future of K-pop.

Calling BTS “the single most popular musical entertainment act in the world,” he said its influence will never recede, even after the members retire, considering their global following.

“And because BTS has created such a wide and influential path, many other Korean acts will be introduced, some of which will have a greater impact than BTS. Imagine that. This is today when Korea’s cultural influence is only just starting, and not just in the area of pop music.”

The global expansion of K-pop and the influence of Korean movies on the global stage may signal that a small but strong country like Korea can influence other countries and become a global trendsetter – if its culture is attractive enough to captivate others.