CULTURA COMO ESTRATÉGIA DE EXPORTAÇÃO E PROJEÇÃO INTERNACIONAL: UMA ANÁLISE DA EXPANSÃO DA ONDA COREANA (2020-2024)

Abstract

This study analyzed the relationship between culture and the economy, understanding culture as a relevant sector for economic analysis. The literature shows that South Korea, starting in the 1990s, a period marked by globalization and the Asian financial crisis, adopted public policies to strengthen its cultural industry, giving rise to the Korean Wave (Hallyu), a phenomenon of South Korean cultural exportation. To investigate the growth of exports and the international projection of the country's productions, statistical data from the South Korean Ministry of Culture, Sports and Tourism (MCST) and the Korean Foundation for International Cultural Exchange (KOFICE) over the period from 2020 to 2024 were utilized, along with data from the top 100 most-watched television productions on Netflix, the streaming platform with the largest global subscriber base, in the period from 2023 to 2025. The results indicate that South Korea has become a major exporter of cultural products, presenting an overall growth trend between 2020 and 2024 and expanding its presence in the digital environment between 2023 and 2025.