K-Wave and the rise of “K-related” activities in Australia

Miss Fresha Mardira1

1The Academy, Sydney, Australia

The Korean wave is a global phenomenon that is becoming more popular everyday. The wave influenced the current global export (i.e. beauty products, food, tourism) through its cleverly marketed pop culture and has successfully enhanced brand value – the public/ global perception of South Korea. Apart from entertainment products such as K-pop music and K soap operas, the soft export includes the essences of Korean culture itself. The popularity of the culture has resulted in new opportunities being granted by the Korean General Consulate such as the recently held K-Next (a Melbourne K-pop community concert) in October 2019. It was also reported by the Australian Government Department of Foreign Affairs and Trade, that there has been an increase in the number of students in Korean language classes at university. This increase will be discussed along with their contribution to the future understanding of Asian culture in Australia, and vice versa.


Biography:

Fresha Mardira is the Operations Manager of The Academy, a program for talents to explore their full potential through boot camp style K-pop training. She started as one of the first cohort of trainees to ever experience the program in 2016. Inspired by the company’s philosophy, Fresha moved into a management role within The Academy and aspires to help guide and discover young talents in Australia.

ABOUT THE ASSOCIATION

The Asian Studies Association of Australia (ASAA) is the peak body of university experts and educators on Asia in Australia. Established in 1976, we promote and support the study of Asia in Australian universities and knowledge of Asia among the broader community. Our membership is drawn mainly from academics and students, but also includes industry and government Asia experts. We take a strong interest in promoting knowledge about Asia in schools and in contributing to state and Commonwealth government policies related to Asia. We provide informed comment on Asia to a broad public through our bulletin, Asian Currents, and specialist research articles in our journal, Asian Studies Review. Four book series published under our auspices cover Southeast Asia, South Asia, East Asia and Women in Asia.

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