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* Date : 2019-02-13

K culture incubating
Evolution of Hallyu – K-Culture Incubating

In the wake of the star figure-oriented Hallyu craze over dramas, movies, and K-Pop, original Korean culture, food, makeup, and beauty products have joined Hallyu, and as Hallyu grows in depth and width, its potential as educational content is coming into the spotlight. As a matter of fact, Korea is enjoying a constant influx of foreign students to learn K-Pop, K-Beauty, and Korea itself.
What draws them to Korea? What are they trying to learn in Korea?
We look into the potential of Hallyu as educational content through stories and dreams of foreign students who are learning Korean culture, including students who are in Korea to experience it for short two weeks and those who are enrolled in a regular collegiate course.

# K-Pop Training Emerges as New Tourism Item
-Cheung Jing Tze, who lives in Hong Kong, has taken a trip to Seoul to have a special experience. She is here to live out her dream of recording her song like IU, her favorite singer. This hands-on program where participants record an album with the help from vocal trainers and engineers as real singers do ranges from 100,000 won up to 3 million won in price. Despite the hefty price tag, the service is so popular that it is fully booked. Thanks also to the popularity of K-Pop, dance classes have become popular among tourists through word-of-mouth. Over 100 foreign tourists come for a hands-on K-Pop dance program where participants can learn from dancers for famous singers. Educational content where people can learn and experience K-Pop is drawing attention as a new tourism item.

# I Came to Korea to Learn K-Pop
-Kids who are taking classes at a dance school in Gangnam are from Thailand. They are in Korea for 15 days to learn dancing and singing. For this short-term study-abroad program, it costs as much as 7 million won per person, but they say it is money well spent as long as they learn K-Pop from Korean instructors in Korea. Meanwhile, at another institute nearby, we met Chinese students who came to study in Korea dreaming of being a K-Pop star. Operated by Kim Taewon, a well-known singer and producer, this institute has expanded into the United States and China. Between foreigners who came to study in Korea and the students at its overseas branches, there are over 5,000 students who are learning K-Pop. What makes these foreigners want to learn K-Pop from Korean instructors?

# K-Beauty, Another Hero of Neo-Hallyu
-With a growing popularity of Korean makeup products, people even coined a term, K-Beauty. It is all the rage in Southeast Asia, Europe, Americas, etc. Some have become a social media influencer by creating K-Beauty videos to introduce Korean beauty products, makeup techniques, and trendy beauty tips, and more and more foreign students are coming to Korea to learn Hallyu makeup and beauty techniques.

# Hallyu Study Abroad Gone Deeper and Wider
-At Department Digital Contents of Dongseo University, there are over 300 foreign students from such various countries as Iceland, Lithuania, and Finland. They’ve come from all over the work to learn Korea’s remarkable video production techniques.
Hallyu has gone beyond K-Pop and is spilling into many cultural fields, and with that grows the number of foreign students in various cultural fields.

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