Hallyu no Vietnã: contextualizando uma ferramenta de soft power

Abstract

In consideration of a scarce theoretical framework directed towards Hallyu studies in Southeast Asia, this monograph makes use of soft power theories to characterize and understand the dynamics of such media/cultural flow in one of that region’s most promising economies: Vietnam. Here, exploratory research methods were adopted as a way to elucidate certain aspects of Vietnamese history, the co-optive nature of the Korean Wave – in literal translation of the term “Hallyu” – and the particularities behind its manifestation among the local population. Following those guidelines, this study concludes by reiterating the role of South Korea, its companies and their representatives in adapting such phenomenon to the Vietnamese reality, but also by identifying a series of conjunctural changes that contributed for Hallyu’s success (and, for that matter, the consolidation of South Korean soft power) in post-Doi Moi Vietnam – ultimately, evincing how competent actors and context impact on the application of efficient co-optive policies.