Even though South Korean author Han Kang wasn’t listed among the favorites for the 2024 Nobel Prize in literature, her win happens to fit in an ongoing trend of international recognition for her country’s culture.
Her breakthrough came in 2016 with the Man Booker International Prize for her novel “The Vegetarian,” which was first published in Korean in 2007. The popularity of Korean novels has also grown in other languages. Since the Booker prize, Han Kang has also won other prestigious European awards.
Other fellow Korean authors who are going strong on the international literary scene include Bora Chung, whose short story collection “Cursed Bunny” was short-listed for the International Booker Prize in 2022; Kim Young-ha, who was awarded the Deutscher Krimi Preis (German Crime Fiction Prize) in 2020 — the most prestigious German literary prize for crime fiction — for “Diary of a Murderer”; or Cho Nam-joo, best known for her novel “Kim Ji-young, Born 1982” (2016), which has been translated into more than 18 languages.
But of course, the most visible South Korean pop culture exports are reaching the Western world through music, films and TV series, most prominently with Netflix’s hit series “Squid Game,” K-pop groups like BTS or Blackpink and Bong Joon-ho’s 2019 Oscar-winning film “Parasite.”
K-wave first spread to other Asian countries
The steady success of South Korean pop culture already reaches back several decades.
The Chinese term “Hallyu,” which literally translates as “Korean Wave” — now used to describe the popularity and spread of contemporary culture from South Korea — was coined in the mid-1990s. The rise of satellite media during that decade allowed K-dramas and Korean cinema to start spreading throughout East Asia and parts of Southeast Asia, before rapidly moving on to other parts of the world.
Advertisement
“Hallyu quickly conquered the Chinese market, but the industry always had their eyes on the US market, where it however faced many failures,” Michael Fuhr, managing director at the Center for World Music of the Institute for Music and Musicology at the University of Hildesheim, told DW. By 2008, South Korean cultural exports had surpassed the economic value of its cultural imports.
A milestone with Gangnam Style
The South Korean music industry differed from other markets early on through its idol training system, said Fuhr, author of works on K-pop. At the end of the 2000s, the group Girls’ Generation, formed by SM Entertainment, was a big hit in South Korea and Japan, while the boy band Big Bang, which was put together by YG in 2006, started gaining recognition abroad as well.
But the major breakthrough for South Korean music in the West came in 2012, with the global hit “Gangnam Style” by rapper Psy. His YouTube video was clicked more than a billion times within a few months, tallying up to more than 4.2 billion views to this day. “Psy wasn’t a classic representative of K-pop,” said Fuhr, “but he demonstrated for the first time that language was no longer a barrier to international success.”
Social networks fuel K-pop phenomenon
YouTube, along with other rapidly growing streaming and social media platforms, definitely contributed to the phenomenon. Suddenly, record companies were no longer dependent on broadcasters playing their songs or videos; fans could determine on their own what they liked.
Advertisement
The bands are also required to have an active online presence, allowing fans to get the feeling that they’re part of the lives of their idols, said Fuhr. The high production quality of music and videos also contributes to the success. K-pop bands target an audience which has perhaps had enough of US pop stars and is searching for something “new and exciting, but at the same time not too strange.”
Stories with a social commentary
“Squid Game,” which returns for a second season at the end of 2024 after the first installment became a global sensation in 2021, likewise renews an established visual style.
The colorful aesthetics of the Netflix series feels familiar to a younger audience used to video games. For example, the symbols worn by the guards in the series — circle, square and triangle — are similar to those found on PlayStation consoles.
The issues addressed in the series — including poverty, hustle culture and the growing gap between the rich and poor — are universal, said Fuhr.
Advertisement
Beyond the fictional universes, these stories also provide insight into South Korean society, showing how many people in the country live in poverty, in cramped conditions, often without electricity and water or in basements, like the poor family who pushes their way into the life of a rich family in “Parasite.”
According to the 2022 Seoul Young Adult Panel Study, more than half of the youth in Seoul face asset poverty, which means that they aren’t able to cover their basic needs for three months in case of an emergency. Many families go into debt to provide their children with a good education.
At the same time, it’s common in South Korea to look down on those who have less. “It’s a society very much shaped by capitalist values,” said Fuhr. There is “a strong work mentality and in parts a neo-Confucianist hierarchy of values.”
Haunting portraits of violence
Stylistically, novels by Han Kang have of course little in common with the brash style of “Squid Game” and other Korean thriller movies, or K-pop stars. Nevertheless, through her succinct and poetic style, she also reveals traits of Korean society that resonate universally.
Advertisement
Patriarchal oppression shines through in “The Vegetarian,” in which a woman haunted by blood-filled dreams adopts a plant-like existence as a form of resistance against gendered violence.
Grief, guilt, brutality and injustice are explored in the equally haunting “Human Acts,” which takes the brutal aftermath of the 1980 Gwangju Uprising as a starting point.
The author sees her novels as a form of resistance against violence, she said in a 2023 speech. “Examining the history of violence is a questioning of human nature. Even if violent scenes are portrayed, it is not for the sake of violence. It is an attempt to stand on the other side,” she said.