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ALAA 00:14
Hi everyone, and welcome back to a new episode of the VeraTalk podcast. I'm your host Alaa, and in today's episode, we're gonna be talking about a phenomenon that has been taking the world by storm for the past two decades. This phenomenon is none other than Korean culture, more commonly known as the Hallyu or Korean wave. Before we dive into all of that, make sure you have your choice of beverage or a little snack next to you cause we're gonna have a deep dive into today's topic.
ALAA 00:53
South Korea has become a global cultural powerhouse from music, films, fashion, and even food. But how did we get here? And why is Korean culture so popular nowadays? And what's driving this global fascination to begin with? We're gonna answer all of these questions in today's episode. And since Veracity our magazine is based in Egypt, we're gonna have a little segment that dives into how Korean culture found its way into the Egyptian society and managed to create a unique bond between these two distinct cultures. So keep listening to hear all about that. Now lets travel back in time to see how everything even started.
ALAA 01:42
The Korean culture was distinct but relatively confined within the country for centuries. But one important moment that managed to change all of that was the Korean war. That happened in the early 1950s, which managed to split the peninsula into two North and South Korea. And after the Korean War, South Korea began to intensely rebuild to reach a new level of modernization, while North Korea took a different path under communist rule. And by the 1980s and nineties, South Korea was developing its economy rapidly. But it wasn't until the late 1990s and the early two thousands that Korea started exporting its culture. This alone marked the beginning of the Korean wave. Korean television dramas started to find success in nearby countries like Japan, China, and Taiwan. Winter Sonata and the Jewel of the palace, were the dramas that made South Korean media gain international interest. They managed to resonate with people abroad with their unique storytelling styles, appealing characters, and a distinctly Korean aesthetic. The Korean government took the interest in dramas as a sign to take the cultural and economic potential of its entertainment industry to global seas and by the mid two thousands, Korean pop music, also known as K pop, started to become a major part of the Korean wave. Groups like H.O.T and BoA began attracting attention not just within Korea, but throughout Asia. It didn't take long before Korea's blend of music, drama, fashion, and even beauty became an unstoppable force globally. After knowing how the Korean wave started, let's dive into the world of Kpop.
ALAA 03:23
Kpop managed to captivate fans all over the world, and that leads us to ask one question: What sets Kpop apart from other music genres? One thing that is clear is the high level of production that is put into Kpop. The music videos, choreography and live performances are very carefully crafted to be visually stunning. It is something to be expected to be honest since idols undergo rigorous training in singing, dancing and performing, giving us the results that you don't happen to see in many other pop music industries.
ALAA 03:56
Something else that makes Kpop stand out is the fact that a single track can combine elements of pop, hip hop, R&B, EDM and even rock which makes the music feel fresh and exciting. This alone makes every single track being released feel exciting and unique. We can't go by without mentioning one of the biggest milestones in Kpop and that was the rise of PSY and his viral hit Gangnam Style back in 2012. This song alone became a global sensation and was the first YouTube video to hit a billion views. And with his success, he opened doors for other Kpop acts to gain international recognition.
ALAA 04:45
The next wave of Kpop recognition came with these three global groups that you might have heard of in passing or through the Internet, BTS, Blackpink and Exo. First, let's start with BTS. They have been instrumental in bringing K pop to a western audience with their deeply personal lyrics, often addressing themes like mental health and self love managed to resonate with fans on a profound level. Their global influence skyrocketed after the release of albums like “Love Yourself” and “Map of the Soul” and their hit singles “Dynamite” and “Butter” hit the charts in the US. They also became the first Kpop act to be nominated for a Grammy back in 2020. That alone was such a big step for the Kpop scene, opening a lot of new opportunities for South Korea.
ALAA 05:34
Now let's talk about Blackpink. This girl group became a global sensation with hits like “Kill this Love” and “Boombayah”. They became the first Kpop girl group to perform at Coachella back in 2019. Their music videos have broken a lot of records on YouTube. Their global tours and collaborations with artists such as Lady Gaga and Selena Gomez have cemented their place as one of the most influential girl groups in the world.
ALAA 06:00
Now let's talk about Exo. This group's synchronized performances and vocal harmonies made them stand out as one of the best groups in Kpop and over the years, they managed to achieve international fame with hits like “Growl”, “Call me Baby” and “Love shot”. Back in 2018, they were the first Kpop group to have a Korean song played at the Dubai fountain where they also got the chance to perform making it such a huge achievement for Kpop in general.
ALAA 06:22
These three groups I just mentioned are often the center of conversation whenever the word Kpop comes up. But there are many other Kpop groups that have played a significant role in spreading the genre's influence. And that leads us to talk about the companies that played important roles in shaping Kpop, fostering talent and pushing the boundaries of music and performance, and how they managed to make Kpop a worldwide sensation.
ALAA 06:53
Let's start with SM Entertainment. This company was founded by Lee Sooman in 1995. SM Entertainment is often credited with creating the blueprint for K pop as we know it today. What makes this company so innovative is its systematic approach to producing idols by being the first to implement the intense trainee system. This system functions like a talent academy where future idols train for years in singing, dancing, acting, and even learning foreign languages. SM is also known for debuting iconic groups like H.O.T, TVXQ, Super Junior, Girls Generation, and SHINee. These groups took things a step further, challenging themselves with complex choreography alongside powerful vocal capabilities. In fact, they have become the first groups to share their music videos on YouTube, and then went ahead to release it globally.
ALAA 07:48
Next on our list is YG Entertainment. This company was founded by Yang Hyunsook in 1996. His company leaned towards a more edgy hip hop influence style. YG cultivated a distinct rebellious image with their groups like Big Bang, 2NE1, Blackpink, and iKON. Beyond music, YG has influenced fashion and trends. Lets take for example Big Bang’s leader G-Dragon. He became not only a music icon, but a fashion trendsetter, boosting Kpop influence beyond music into fashion and pop culture.
ALAA 08:28
Now let us talk about JYP Entertainment. This company was founded by Park Jin young back in 1997, and what sets JYP apart from other companies is their emphasis on catchy melodies, point choreography, and the way they market across regions. One of the Kpop groups under JYP Entertainment called Wonder Girls, were one of the first kpop groups to enter the US market back in 2009, where they opened for the Jonas Brothers and this opened a lot of opportunities for future acts. In recent years, groups like Twice have continued JYP's strategy of targeting international audiences, especially in Japan, and their global reach expanded even further with Stray Kids, a group that stands out for producing their own music and having a hands-on approach to their creative output. This kind of freedom appealed to international fans who value artists with creative control.
ALAA 09:19
The last company we're gonna be talking about is Hybe Corporation. This company was founded by Bang Sihyuk in 2005. It was formerly called Bighit Entertainment and it was the company that launched BTS. What made Hybe's strategy so effective was their emphasis on being authentic and having emotional resonance. Their strategy for building genuine artistry with smart marketing paved the way for BTS to become a global phenomenon. After the incredible success of BTS, Hybe began rapidly expanding and debuting more groups such as TXT, also known as Tomorrow by Together in 2019, this group has quickly gained a huge fan base thanks to their youthful concept and music that often explores themes of growing up and self identity. Another group under Hybe is Enhypen. They were formed through the survival show I-Land and they made their debut in 2020. Enhypen has captured international attention with their unique storytelling in both music and visuals, often focusing on themes of connection, conflict and self discovery.
ALAA 10:20
Hybe later on began acquiring other labels such as Pledis and Source music, bringing in groups like NU’EST, Seventeen, Fromis9 and Lesserafim into the Hybe family. Seventeen in particular has been a standout group with their self producing idol concept where members contribute to writing, composing and choreographing their own work. Their performances and creative approach have helped them grow a very massive fanbase internationally. Hybe later on started partnering with Scooter Braun's Ithica Holdings, bringing artists like Justin Bieber, Ariana Grande and Demi Lovato under their umbrella. This move showcases Hybe's vision of becoming a true global entertainment powerhouse.
ALAA 11:06
Now let's switch things a little bit and start talking about Kdramas. Kdramas have definitely had a significant impact on global audiences, but before we delve into specific Kdramas, it's essential to mention the monumental success of one Korean movie, Parasite, that was released in 2019 and directed by Bong Joon-ho. This film made history as the first non english language film to win the Academy Award for best picture. Parasite masterfully explores themes of class disparity and social inequality, easily capturing people's attention. Its success not only showcased the brilliance of Korean cinema, but also paved the way for Kdramas to gain recognition on a global scale. Viewers who were introduced to Korean storytelling through Parasite often found themselves curious about Kdramas, leading to a surge in interest into the genre itself.
ALAA 12:00
Now let's talk about some of the phenomenal productions out there, and these include some of my own favorites as well. The first drama we have on our list is called Vincenzo. It was released in 2021. It's a crime comedy about an Italian mafia lawyer who returns to South Korea to fight against corruption. The drama's mix of dark humor, legal drama and action have easily captivated audiences worldwide.
ALAA 12:27
Next, we have a drama called Kingdom. Released in 2019. It is a historical zombie thriller set during the Joseon dynasty. This blend of historical drama and horror created an intense narrative that appealed to viewers globally, even those who don't traditionally watch Kdramas to begin with.
ALAA 12:43
Another drama we have on our list Is called Hospital Playlist. This drama was released in 2020. It is a medical slice of life series focused on friendships and daily lives of doctors. Its warmth and relatability won over fans across the world, offering something different from high stakes medical dramas that we are used to watching on western tv shows.
ALAA 13:05
The next drama we have on our list is called True Beauty. It was released in 2020. It's a high school romance based on a popular webtoon of the same name. It gained popularity with younger audiences and due to its exploration of appearance, self worth, and the pressure to fit societal beauty standards, it easily resonated with viewers, especially in an age of social media.
ALAA 13:27
We have a drama that can be considered as one of the classics in the kdrama world. It is called Boys over Flowers. This drama was released in 2009. This series became a cultural phenomenon and introduced many viewers to the rich boy poor girl troupe. It follows a high school girl who gets caught up with a group of wealthy boys known as the F4. The show's portrayal of youth culture and class dynamics resonated with audiences both in Korea and abroad. It really set the stage for many romantic dramas that followed after this drama.
ALAA 13:58
The next drama we have on our list is called Goblin. It was released in 2016. This fantasy drama follows the story of a goblin seeking his bride in order to end his immortal life. Its unique storytelling and emotional depth made it a standout hit, redefining the fantasy genre in Kdramas.
ALAA 14:15
Next, we have Crash Landing On You. It was released in 2019. This drama follows a South Korean heiress who accidentally lands in North Korea and falls for a soldier. It beautifully blends romance with a commentary on inter-Korean relations, opening up dialogues about a complex topic that isn't often addressed in mainstream media.
ALAA 14:34
Up next we have the glory. It was released in 2022. It's a revenge drama centered around bullying and personal redemption. It addresses serious social issues while providing a compelling narrative demonstrating how Kdramas can tackle heavy topics in an engaging way.
ALAA 14:50
The last drama we have on our list is none other than Squid Game which was released in 2021. This gripping thriller about contestants competing in deadly games for a cash prize became a global sensation. It highlighted issues of capitalism and social inequality, sparking widespread discussions. This drama not only entertained but also challenged viewers to reflect on the societal structures we live in, making it a cultural touchstone over time. Within weeks of its release on Netflix, it became the most watched show in Netflix history, topping the charts in over 90 countries.
ALAA 15:19
One of the key drivers behind the global popularity of Kdramas has been streaming platforms such as Netflix, Viki, and YouTube. These platforms made Korean shows easily accessible to international viewers, often with subtitles and sometimes even dubbed virgins. Netflix in particular has heavily invested in Korean content, committing nearly half a billion dollars in 2021 alone.
ALAA 15:45
After diving a little into Kpop and Kdramas, we can't be talking about the global influence of Korean culture without mentioning Korean beauty. So now let's have a little talk about Korean beauty and its global influence.
ALAA 16:04
​Korean beauty products and skincare routines have taken the world by storm, and that can be clearly seen from content creators on all different social media platforms, embedding a ten step skincare routine into their daily life. Brands that you might already be aware or heard of in passing, Innisfree, Laneige, and COSRX have been at the forefront of Korean beauty. They brought innovative and affordable skincare products to the global market. For instance, Innisfree and etude house became known for their fun and eco-friendly packaging. Often inspired by natural ingredients like green tea, volcanic clay, and orchid. Laneige gained the cult following for its hydrating water sleeping mask, while COSRX has been praised for its focus on clean ingredients and products like the snail mucin power essence and BHA blackhead power liquid.
ALAA 17:04
Korean beauty didn't just bring new products to the market, it fundamentally changed the way we approach beauty worldwide. First, it popularized the idea of focusing on skincare first, rather than just relying on makeup to hide imperfections. This approach encouraged consumers to invest more time in self care, wellness, and maintaining healthy skin. The introduction of Korean products led to a shift in ingredients and formulas in many brands by integrating Korean beauty staples like Hyaluronic acid, Centella Asiatica, and even Snail Mucin into their product lines. Korean beauty heightened the rise of personalized skincare, emphasizing the need to understand your skin's needs choosing products accordingly. They offer treatments for different skin concerns, whether it's acne, dryness, or hyperpigmentation.
ALAA 17:48
What we just have discussed is just the basic side of Korean beauty, but it goes beyond skincare. First, let's talk about the origins of beauty standards in South Korea.
ALAA 17:58
The idea of beauty in Korea has been closely tied to traditional confucian values. Confucianism, which emphasizes harmony, modesty, and respect for societal roles, greatly influenced how beauty was perceived. In the Joseon dynasty, for example, pale skin was a major standard of beauty. It symbolized status and refinement, as it was associated with those who did not have to work outdoors. Pale skin remains a central aspect of beauty ideals in Korea to this day. Even though the reasons have evolved historically, the notion of modesty was also key. Women were expected to uphold an image of dignity, purity, and restraint. This played a large role in shaping not only how they dressed, but also how they were expected to present themselves. Physically reserved and refined, rather than overly glamorous or bold.
ALAA 18:50
Let's fast forward to the modern era, where things have shifted dramatically. The Korean beauty industry exploded in the 1990s and 2000’s with the rise of the Korean wave, which brought along a surge in the promotion of beauty standards influenced by Korean celebrities and idols.
ALAA 19:04
One of the most noticeable aspects of contemporary South Korean beauty standards is the emphasis on facial symmetry and small, delicate features. The V-line face shape, which refers to a narrow, oval face with a defined jawline, is highly sought after. This ideal often leads people to pursue cosmetic procedures like jawline surgery or non invasive treatments to slim the face. Another key feature is the double eyelid. Having a defined eyelid crease is considered attractive because it makes the eyes look larger and more youthful. This has become so popular that double eyelid surgery is one of the most common cosmetic procedures in Korea. While the desire for larger eyes has been influenced by global beauty trends, especially from the west, the local interpretation is unique and deeply integrated into Korean pop culture.
ALAA 19:56
Now, let's talk about skin for a moment. In South Korea, flawless porcelain skin is still considered the gold standard of beauty, but now it goes beyond simply being pale. The ideal skin is smooth, dewy, and blemish free, often referred to as glass skin. Another thing they like to focus on is sun protection. Avoiding UV damage not only helps maintain lighter skin, but also prevents premature aging. It's common to see South Koreans using parasols, wide brimmed hats, and wearing sunscreen daily, even indoors.
ALAA 20:32
While South Korean beauty standards are admired globally, they also come with significant pressures, especially within Korea, the pursuit of perfection can lead to an intense focus on physical appearance, which many people experience from a young age. It's common for Korean teenagers, particularly girls, to start experimenting with makeup and skincare routines influenced by the images they see in media, Kpop, and advertisements. This intense focus on beauty has resulted in South Korea having one of the highest rates of cosmetic surgery in the world. Plastic surgery is common and openly discussed, with procedures often viewed as investments in one's personal and professional future, not just for aesthetic reasons, but because they are seen as enhancing career opportunities in a highly competitive job market.
ALAA 21:18
South Korea's beauty standards are undeniably influential both within the country and in Kpop and Kdramas. Let's take the training system in Kpop as an example. Young teenagers, usually aged ten or twelve, sign up with entertainment companies and they are placed in rigorous training programs. This includes not only dance and vocal practice, but also strict diet control, constant weight monitoring and in many cases, encouragement to undergo plastic surgery. Procedures like double eyelid surgery or jawline reduction are so normalized that they're almost exposed both for idols and even for regular citizens.
ALAA 21:54
Like just imagine being told that your face isn't good enough. That's the reality for many kpop idols who undergo drastic physical changes even before stepping into the spotlight. We have probably heard a lot of stories from idols like IU who has spoken about extreme dieting, or BTS Jimin who admitted to severe struggles with body image during his early career. Fans demand perfection and the media is always watching, ready to critique any weight gain or imperfection. And let's not forget the Sasaeng fans, those obsessed followers who cross boundaries to stalk, harass and even critique idols for the smallest physical changes.
ALAA 22:31
The pursuit of beauty devastatingly impacted the mental health of idols and the wider public alike. There are a lot of tragic cases like Sulli and Goo Hara, both of whom faced immense bullying and body shaming. They both battled depression and cyberbullying for not fitting into the ideal mold and sadly, they both took their own lives. The rate of eating disorders and anxiety and depression has risen sharply among South Korean teens and young adults, all trying to meet the beauty ideals they see in the media.
ALAA 23:08
There are many young Koreans who are pushing against these beauty standards through movements like “Escape the corset”, where women are rejecting heavy makeup, cosmetic surgery and other beauty rituals that they feel are too restrictive or burdensome.This movement began around 2018 as women started sharing their experiences with beauty culture on social media and in public spaces, highlighting how these standards often lead to a sense of pressure and loss of individuality. Some women have cut their hair short, while some stopped wearing makeup, while some also spoke out against the relentless pursuit of physical perfection. They see it as a form of protest against the societal expectations that dictate how they should look, offering an alternative perspective that values natural beauty and self acceptance.
ALAA 23:54
So far, we have talked about the global influence brought on by Kpop, Kdramas and Korean beauty. But one more thing we can talk about within the Korean culture that has been gaining a lot of popularity as of late is none other than Korean food.
ALAA 24:14
Korean food has not only gained popularity, but has also influenced culinary trends and cultural exchanges around the world. Korean food offers a unique blend of flavors, textures, and ingredients. The use of fermentation in itself, especially with staples like kimchi, has introduced many people to new taste experiences. Fermented foods are celebrated for their health benefits, and as a result, dishes like kimchi have become not just a side dish, but a health trend in their own right. Korean BBQ, for instance, has become a popular dining experience in many countries. The communal aspect of cooking at the table and enjoying meals with friends creates a sense of connection that resonates with people. It encourages diners to engage more deeply with their food and each other. The growing interest in Korean food has spurred the wave of Korean culinary schools and workshops globally. Chefs and home cooks alike are eager to learn about techniques, ingredients, and the philosophy behind Korean cooking. This not only enriches the local food scene, but also promotes cross cultural appreciation. The popularity of Korean food has led to the rise of Korean restaurants worldwide. This helped create a lot of job opportunities and helped stimulate the local economies. Food festivals and events centered around Korean culture are becoming more common, allowing people to experience Korean food in various settings.
ALAA 25:37
The last thing we're gonna be talking about for today's episode is the evolution of the Korean wave, especially in Egypt.
ALAA 25:49
It all started with Korean dramas. These shows captivated Egyptian audiences, especially young people and women, with their distinct storytelling. Because unlike many western shows, Kdramas are often focused on family dynamics, romance, personal growth, and societal challenges. And that feels somewhat similar to what Egyptians experience in their own culture. The characters and their struggles resonate on a human level, and the clean, modest approach to relationships in many of these dramas align well with the conservative values present in Egypt. Korean dramas offer something fresh and different from the usual Egyptian or Arab tv shows. With how Kdramas are usually of 16 to 20 episodes, they kind of make a sense of easiness without the need for the extended seasons we often see in local productions.
ALAA 26:30
After Kdramas comes Kpop, which has truly captured the imagination of Egyptian youth. Kpops influence doesn't stop just at music. Many young Egyptians have taken up learning Korean to understand the lyrics of their favorite songs and immerse themselves more into the culture. Language institutes in Egypt have seen increased demand for Korean language courses, and some. Fans have even started informal language exchanges with Korean students, and that led to creating a real bridge between the two cultures.
ALAA 27:02
Next, we have Korean beauty standards that have made a significant impression on Egyptians. It sparked interest among Egyptians who value personal grooming and self care and that made it gain popularity among young Egyptian women. As Egyptians really cherish modesty as part of their culture. Korean fashion does exactly that by mixing modesty and being modern, resonating with those looking for stylish yet culturally appropriate attire as it aligns with the preferences of many Egyptians when it comes to modest wear. Korean embassies and cultural centers in Egypt are playing an active role in promoting the cultural exchange in Egypt through hosting events like Korean food festivals and film screenings. These events provide opportunities for diplomatic and economic ties between the two countries. And with Korean companies noticing the growing interest of Egypt into their culture, it's leading to increased investment into entertainment, technology and even tourism.
ALAA 28:09
That marks the end of today's episode. Hope you all enjoyed listening and learned a lot of new insight about Korean culture. Make sure you follow us on Instagram @veracityofart to stay up to date with everything new and make sure you stay tuned for upcoming episodes. Bye.
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