The appearance of K-pop singer G-Dragon on electronic billboards in major Chinese cities despite Beijing’s K-pop ban points at a contrast between political shadows clouding international relations and actual commercial linkages in East Asia.
Amid tensions over Seoul’s military alliance with the United States and other issues, G-Dragon featured in eight McDonald’s products across more than 8,000 outlets in mainland China. The penetration and appeal of Korean cultural icons show how transnational consumer demand for cultural products and figureheads creates openings beyond traditional diplomacy.
While cultural ties between states are often confined to state-backed image-building programmes and soft-power diplomacy, East Asian states are witnessing rising consumer demand for cross-border television content, films, games, cuisine and tourist attractions. In addition to creating profits, jobs and business-to-business linkages, these help bridge divides through culture-driven consumerism – an important ecosystem.
These trends are particularly evident in Japan and South Korea. Despite prolonged tensions over historical and territorial disputes, the Japanese animated film Chiikawa the Movie: The Secret of the Mermaid Island dominated South Korea’s box office, generating 42.7 per cent of ticket revenue and more than 1.8 million admissions in the first three weeks of its screening.