These days, Korean drama viewers from many countries can tell the names of a number of Korean important historical figures. They are also more inclined to try Korean food, learn Korean language, or pick Korea for their vacations. Korean fashion or makeup styles become a trend among the foreign fans, who know how to tie their winter scarves the way shown in “Winter Sonata”, or embrace Korean BB cream as a solution for a natural-looking make-up, among many examples. Needless to say, Hallyu enhances the image of Korea in the minds of overseas audience in a positive way that sparks an enthusiastic followership consisted of people who want to learn more about Korea, or who want to do things the Korean ways.

II. Economy

The widespread popularity of Korean culture has shown visible impacts on the domestic economy. In recent years, South Korea earns over a billion of U.S. dollars annually from entertainment exports. The rise of foreign visitors to South Korea, according to tourism officials, is partly attributed to Hallyu followers. Places like Coffee Prince shops or houses that appear in popular Korean dramas turn out to be favorite places for tourists who love Korean entertainment culture.

Travel agencies across  Asia and North America offer Korean package tours to filming locations. Chuncheon city – where the sensational drama “Winter Sonata” was filmed – is a notable case of a city that has significantly developed thanks to its transformed role as a popular tourist destination. The presence of online fandom also allows Korean entertainment businesses to promote with fewer costs and earn more revenue through the Internet, e.g. YouTube partnerships. Unsurprisingly, Korean cosmetics and technologies brands, especially those that employ Korean top celebrities as their endorsers, secure their share of commercial benefits thanks to the growing phenomenon.

III. Political relations

Besides the effects on Korean economy, political implications of the Hallyu successful international reach also emerged. The remarkable popularity of Korean entertainment industry has positively influenced the diplomatic relationships between South Korea and many countries. This influence is especially tangible for countries whose relationships with South Korea have been troublesome in the past. For instance, though Vietnam and South Korea established relations back in 1992, history reminds us that during Vietnam War, South Korean troops were sent to Vietnam, allying with American army, to fight against Vietnam Liberation Army.

In 2001, in a dinner hosted for Vietnamese former Prime Minister Tran Duc Luong, South Korea former President Kim Dae Jung invited actors Jang Gong-gun and actress Kim Nam-ju, who were well-liked Korean celebrities in Vietnam. Recently, Korean Broadcasting System (KBS) announced the decision to bring Music Bank, its famed Kpop program, to Vietnam in 2012 to celebrate 20th year anniversary of Vietnam-South Korea establishment of friendship ties. As another example, South Korea and Japan relationships went through rough times as Korea was under violent occupation of the Japanese in the early 1900s. At the beginning of 21th century, singer BoA was considered an icon of cultural exchange between Korea and Japan. The singer was invited to perform at the South Korea-Japan 2003 Summit Conference between South Korean’s former president Noh Moo Hyun and Japan’s former Prime Minister Koizumi. As South Korea and other countries are putting efforts into developing undisturbed diplomatic relations, the powerful Hallyu can take on a useful role.

Binh Nguyen,
a Vietnamese intern

Hallyu was initially stimulated in 1997 by the screening of Korean drama “What Is Love All About” by Chinese major state broadcaster CCTV (China Central Television). The drama aired with a bang, got re-aired in 1998 in prime time hour of CCTV and obtained the second-highest ratings ever recorded in Chinese television history. The popularity of Korean entertainment products quickly spread from mainland China to Taiwan, where in 1999 Korean drama “Stars in My Heart” turned out to be a big success. Korean culture continued to influence the Chinese communities residing in various Asian countries, gradually making a big impact on nearby nations across Central and South East Asia.

The boom of Hallyu in the late 1990s can be attributed to the ability of Korean entertainment producers to adopt and convert the popular content of Western media in a way that matches the taste of Asians, upholds Asian traditional values, and is familiar enough for Asians to understand and relate to. The close cultural proximity with Asian audience gives Korean dramas an edge over Western competitors. Additionally, with regards to other Asian competitors, the more affordable price of Korean cultural products works to their advantage. At the beginning of the Wave, before the 2000s, Korean dramas were modestly priced at a quarter of Japanese counterparts, and a tenth of Hong Kong counterparts. That said, as part of an advanced economy, Korean entertainment companies could afford a decent production process, creating entertainment products with high values, hence their ability to maintain their customer base.

A closer look at several Korean hit dramas can give further explanations for their exceptional popularity. In particular, many entertainment reviewers and society scholars have attempted to figure out the reasons behind “Winter Sonata”’s explosive popularity in Japan starting from 2003, despite its common genre. “Winter Sonata” is a romantic serial, with a storyline spanning over 10 years, surrounding the love, separation, and reunion of two former high-school sweethearts. Overall, it is believed that the drama’s success is largely credited to the characterization of the male hero and the convincing portrayal by lead actor Bae Young Joon. From the views of Japanese fans, most of whom are middle-aged women, the male hero – the character portrayed by Bae – is a classic example of an old-fashioned honorable man, who is intellectual and successful, yet very sensitive and caring, and loves his woman unconditionally. This is the ideal soul mate, unfortunately considered a very rare-to-find figure, in the minds of many Japanese females.

Another case of a Korean drama turning into an international sensation is “Dae Jang Geum”, a historical drama that draws attention for its powerful message about a young woman’s determined struggle to rise above society prejudice and expectations of a woman’s role. “Dae Jang Geum” is noted for addressing a compelling social issue concerned with the ability of a person to overcome a poor and disadvantaged personal background in order to realize their goals in life. The character “Dae Jang Geum” is loved by audience worldwide, for she has a kind heart with the noble dream to learn medicines and save people’s lives, as well as a strong will and unwavering belief in herself to be able to defy both the de facto law of royal hierarchies and the gender bias. This meaningful storyline is aided by a suitable cast and a highly detailed and authentic presentation of Korean history, cuisine, and traditions, leaving the audience at awe.

The success of Korean dramas was one of the original factors that raised overseas interest in Korean pop music. In the late 1990s, Channel V, an Asia music television network, started to feature Korean pop music video clips. Korean pop music, which specifically targets the youth, quickly captured the attention of audience in the young demographic. That, combined with Internet advancements and the rise of media-sharing websites and programs, created easier access to Korean pop music and related Korean variety shows, which may not be as available on the traditional television as Korean dramas are.

Kpop idols were seen as a breath of fresh air – a change from the conventional musical artists who primarily focus on singing. “Idols” – often regarded as “entertainers” rather than “artists” – tend to get actively involved in a wide range of entertainment activities in various non-music variety shows, creating for themselves a public persona and maintaining a polished appearance under various circumstances. This pop idol industry caters to the needs and interests of the youth who are after something other than music, especially young audience who seek to have their own role models or those who pay attention to the continuously changing trends and styles. Indeed, it has been noted that, towards the later 2000s, the attention of younger generations of Asian audience have gradually shifted from traditional Korean dramas to Korean pop music. As a result, overseas demand for Korean idol dramas – the new genre that features popular entertainment idols regardless of acting experience – has increased, explaining the popularity of idol dramas in recent years.

Binh Nguyen,
a Vietnamese intern

Soap Opera – Winter Sonata
While most countries across East Asia experienced the impact of Hallyu (brought about by Korean soap operas) quite early from the 1990s, Japan, despite close geographical proximity to Korea, is a latecomer. It was not until  2003, when the monumental Korean drama “Winter Sonata” was first shown in Japan, that the first wave of Hallyu in this country was created.

“Winter Sonata” is an exemplar of Korean soap operas. Its story revolves around two high-school sweethearts, whose pure and unconditional love underwent a rough life journey full of ill-fated obstacles, which include separation, amnesia, and family opposition.

In 2003 -  the first year this drama was introduced to Japanese audience, NHK, Japan’s national public broadcasting organization, hurriedly aired “Winter Sonata” twice due to explosive popularity.

then re-aired a third time in mid-2004. Due to viewers’ demand, the drama had been re-broadcast at least thirteen times across different channels in Japan, and had been watched by two-thirds of Japanese households.

“Winter Sonata” initiated an unparalleled craze in Japan, with Japanese female fans adopting all things Korean, from winter fashion style to food recipes and desired holiday location. In 2004, the amount of audience for NHK’s Korean language programs quickly doubled. Moreover, the drama created a large Japanese fan base for Korean actor Bae Young Joon, who is nicknamed “Yon-sama” in this country.  “Sama” is a royal Japanese honorific that indicates extreme respect.

 Historical drama – Dae Jang Geum
Compared with dramas presented in a modern setting, historical dramas take up a much smaller proportion of Korean dramas and often tell a more complicated storyline. That, however, did not diminish the power of historical dramas when it comes to stretching the scope of Korean Wave.

Released iIn late 2003, Korean historical drama “Dae Jang Geum” is tale of a poor orphaned female cook who rose above social discriminations to become the king’s first female doctor. The drama reaped striking international success, contributing to a sharp rise of Hallyu and sparking an interest in Korean cuisine. It has since become the epitome of successful Korean historical dramas. “Dae Jang Geum” is brought rights for screening in a myriad of countries, such as Japan, Malaysia, New Zealand, Canada, Israel, Sweden, Saudi Arabia, Egypt, Ghana, Venezuela, etc. Sweeping across continents, “Dae Jang Geum” spread Korean Wave to an unprecedentedly large audience and garnered strong viewers’ satisfaction in various regions. In Hong Kong, the drama was so well-liked that the final episode in May 2005 got over 40% viewer rating, then establishing itself as most watched show ever recorded in Hong Kong television history.

The drama’s success in China is reflected even through the words of President Hu Jintao, who admitted to being a fan, and expressed regrets for not being able to watch every episode due to working schedules. In Thailand, Korean restaurants boomed due to the drama’s influence. Similarly, in Australia, one can even find a Korean restaurant named “Dae Jang Geum”. In West Asia, the drama also left a strong impression, most notably in Iran, where “Dae Jang Geum” recorded a 90% rating. What’s more, widespread recognition of “Dae Jang Geum” reached many African countries. In Zimbabwe, for example, the drama was well-received enough for the audience to protest to the TV station and request the airing of Dae Jang Geum instead of the Olympic Games when the two timetables clash.

Idol drama – the latest trend
In recent years, along with the rise of Kpop, idol dramas have contributed to the quest for building international recognition of Hallyu. Idol dramas tend to feature young idol singers or actors and actresses, who may or may not have decent acting experience, but are popular in Korean entertainment industry. The storyline usually involves romantic relationships for teenaged couples, including love triangles.

In 2009, Korean  drama “Boys Over Flowers”, besides being broadcasted in numerous countries in and outside Asia, was a big hit online. It was noted that each episode of “Boys Over Flowers” typically got subtitled in 20 languages three days after it is aired. All cast members of the drama instantly became well-known outside South Korea. Actor Kim Hyun Joong, in particular, attracted enormous attention overseas, and his following drama in 2010 – “Playful Kiss”, despite receiving a mediocre ratings at home in Korea, enjoyed considerable international success. In its debut month, the drama’s broadcasting rights were promptly brought by 12 countries, totaling 3.45 million U.S. dollars of sales.

The overseas success of “Playful Kiss” led CNN to interview the producer and lead actor on Hallyu impact. In 2009, “You’re Beautiful” emerged as another drama that was enthusiastically received overseas. Jang Geun Suk, whose already-solid popularity was escalated thanks to the drama, started his own international promotion tour in 2010. Fan meetings were held in several Asian countries including China, Taiwan, Singapore, etc, even though the actor had not done any official activities in any countries apart from South Korea and Japan.

Binh Nguyen,
a Vietnamese intern

a) Korean pop music

Korean pop music (Kpop) presents many idols whose accomplishments and fandom have transcended geographical borders. Leading male group DBSK made their name in Guinness World Records in 2008 for having the world’s largest fan club and for being the most photographed celebrities in the world. In Japan – the second largest music market in the world after the U.S, , Korean artists such as solo singer BoA and DBSK have garnered mainstream success, creating unprecedented charting records as a result of their popularity with Japanese audience.

In 2008, BoA became one of the only two artists in Japan to have six consecutive studio albums top the Oricon weekly chart (the other artist is Japanese). That same year, Dong Bang Shin Ki (DBSK) became the first foreign male group to have a No.1 single in Japan. From then on, DBSK’s popularity continued to grow, which led to the honor of being invited to the prestigious Kohaku Unta Gassen. This Japanese Music Festival is run on New Year’s Eve, has an extremely large audience reach, and only showcases the most celebrated Japanese and foreign singers. DBSK also sold an astounding 100,000 seats for two-consecutive-night concerts in Tokyo Dome – the largest concert hall in Japan.

Meanwhile, thanks to solid international appeal, male group Super Junior has been able to run full-length concert tours on their own in 10 Asian countries. Super Junior has ranked high in various charts across Asia, most notably in Taiwan, where their 2010 single “Bonamana” maintained its No.1 spot for an extraordinary 60 weeks (more than a year), only to be beaten by Super Junior’s next single “Mr.Simple” which was released in August 2011.

In the U.S., a challenging market for Korean artists, several Kpop stars have nonetheless made their mark. Solo singer Rain had two sold-out concerts in Madison Square Garden. His popularity was significant enough to warrant being named on the prestigious lists of 2006 Time Magazine’s “100 Most Influential People Who Shape Our World” and 2007 People Magazine’s “Most Beautiful People”Female group Wonder Girls made a major breakthrough in the U.S. in 2009 by entering Billboard Hot 100 their single “Nobody”.

More recently, in Japanese market, female groups Kara and So Nyuh Shi Dae (SNSD) have created a new era of Hallyu by releasing Platinum-certified albums. In 2011, SM Entertainment became the first Korean company to bring concerts to Europe, finally responding to the wishes of European Kpop fans. Originally planned as a single night concert, it was added a second night at the requests of fans after tickets for the first night sold out in 15 minutes. For the second night, tickets sold out in 10 minutes – a marked achievement given that SM’s artists never set foot in Europe for any promotional activities before. These are all evidence of the Wave of Korean Culture reaching foreign lands.

Binh Nguyen,
a Vietnamese intern

I. Internet Evidence

Today, the Internet has become an increasingly prominent venue for people all over the world to communicate and share their interests. Therefore, a look at several popular social networking sites on the Internet will give us some idea about the international influence of Hallyu.

An analysis of Twitter – one of the ten most popular websites worldwide – shows this astonishing result. 10% of music-related top trends in 2010 involve Korean music group Super Junior, and 2% involve Korean group Dong Bang Shin Ki (DBSK). This shows immense international attention to Korean pop music. Super Junior’s member Kim Hee Chul, in particular, received media coverage in the United States (U.S.) for his global popularity on Twitter, and is nicknamed “Korean Justin Bieber”. Twitter accounts of top Korean stars can reach hundreds of thousands of international followers very quickly.

Facebook, the world’s most visited online social network, has numerous groups and fan pages dedicated to Korean celebrities. Pages created as petitions for Kpop concerts in various countries – such as Italy, Canada, or The Philippines – exist with thousands of supporters each, revealing enthusiasm of Kpop fans from different continents. Hallyu icon group Super Junior’s Facebook page earned over three millions of “likes” one month after being launched officially in June 2011. Even the record label company, SM Entertainment, had around 500 thousand fans across the world one month after its Facebook page went live. This is impressive considering that the official page of Universal Music Group, the biggest record label in the U.S., has yet to reach 60 thousand Facebook fans as of July 2011.

YouTube, the number one video sharing site in the world, is a favorite place for international fans to gain access to Korean entertainment. View counts on teaser or music videos of top Korean pop idols can go up to millions a few days after release. New releases are frequently seen in YouTube rankings for most viewed or most commented videos of the day, sometimes at No.1 spot. Fan reactions on YouTube are impressive enough to catch the attention of Korean companies. Korean record labels have opened official channels one by one and started to invest on promotional activities through YouTube. New YouTube-based activities are being developed, targeting foreign audience. For instance, YG Entertainment aired live-streamed performances internationally on their channel. SM Entertainment broadcasted on YouTube highlights of SM Town Paris Live concert. In 2010 alone, official videos from channels of the three largest Korean record labels generate almost 800 millions views from 229 nations (Yoon, 2011).

The presence of Hallyu fans on Youtube is so appealing that the drama industry had to get involved. In 2010, Korean drama “Playful Kiss” uploaded an exclusively online version through YouTube, and their channel is introduced in five languages. YouTube is rapidly becoming a useful tool for Korean content industry to connect to their worldwide audience. The reverse is also true; fans all over the world upload videos of themselves imitating Kpop dance moves or organizing large-scaled flash mob events asking for Kpop concerts to be held in their countries. This includes, but is not limited to, Australia, Peru, Poland, Belgium, the United Kingdom (U.K.), Canada, the U.S., etc.

Have you heard of Operation Fox Hunt?
It involves a tragedy that happened in Korea.

It was about 120 years ago.

A queen of Korea was brutally assassinated.
The assassin was hired by the Japanese government.

The Eulmi Incident (1895)
Murder of Queen Myeongseong

Japan wanted to reinforce its influence on the Korean peninsula.

For this purpose, Japanese Consul Miura Goro masterminded the murder of the queen.

Japan called this secret plan “Operation Fox Hunt.”

Japan considered Queen Myeongseong to be the biggest obstacle to its annexation of Korea.

Japan killed the queen to eliminate the obstacle.

The queen tried to inform the world about Japan’s plan to incorporate Korea.

She wanted to protect Korea by appealing to the international community.

She used all her international connections.

The queen did more than diplomats in raising global awareness of the situation in Korea.

There were some foreigners who watched her closely.
The following will show how they assessed her qualities.

“She was well informed about international politics. She was a competent diplomat, who was exceptional at proving the weaknesses of the opposition.”

The queen disapproved of Japan. She was also patriotic and devoted to serving the country.

She was not like other queens in Asia.
- Mrs. Lillias Horton Underwood, the wife of Missionary Horace G. Underwood

“The queen was ambitious, brilliant and shrewd. She was very charming and lovely in many aspects.”
- Mrs. Isabella Bird Bishop

“The queen was a well-read, intelligent and strong-willed woman.”

“She was an exceptional politician and diplomat, who devoted her life to Joseon’s independence.”
- Mr. William Franklin Sands, US diplomat to Korea

For the Japanese government, Queen Myeongseong was undoubtedly the biggest obstacle.

They referred to her as an old fox, and made an assassination plan named “Operation Fox Hunt.”

On October 8, 1895, twenty Japanese assassins snuck into the Gyeongbokgung Palace.

They used their swords to kill the queen and mutilate her body.

They burned her body near the Hyangwonjeong Pavilion.

The queen’s murder shocked and angered the people of Korea.

After her death, Japan accelerated their diplomatic efforts to justify their annexation plan.

Japan intensively lobbied the world powers.

The Taft-Katsura Agreement
A secret agreement reached in 1905 between Japan and the United States

The U.S. agreed to Japan’s dominance over Korea in return for Japan’s support of U.S. rule over the Philippines.

The Treaty of Portsmouth
A treaty signed in September 1905 between Japan and Russia

Russia agreed to Japan’s control of Korea.

Japanese imperialism left deep scars in the minds of Korean people. 

Japan left another lasting scar on the Korean peninsula.

Japan’s incorporation of Dokdo

On February 8, 1904, Japan launched a project to remove Russia’s influence from Korea.

Japan waged the Russo-Japanese War to strengthen Japan’s control over Korea.

Japan threatened the Joseon court to support their war.

Japan coerced Korea into signing a protocol that gave Japan the right to use Korean territory for military purposes.

Japan soon recognized the military strategic value of Dokdo.

“Now is the time to initiate the annexation of Korea.”
“Dokdo is in a great strategic location to establish a watchtower and install radio or submarine cables to detect the movements of enemy ships.
- Yamaza Enjiro, Director of the Political Affairs Bureau, Japan 

Japan decided to incorporate Dokdo to use it as a logistics base.

On February 22, 1905, the Shimane Prefecture issued Public Notice #40.

By doing so, Japan incorporated Dokdo.

They defeated the Russian fleet and won the war.

The incorporation of Dokdo was only the beginning of Japan’s imperialistic activities.

In November 1905, Japan forced Korea to sign the Eulsa Protectorate Treaty and took away Korea’s diplomatic rights.

Five years later, in 1910, Japan colonized Korea.

Exploitation of resources
Slaughter of civilians
Forced conscriptions
Military sex slaves (“comfort women”)
Torture and abuse

Until independence in 1945, Korean people were scarred and deeply wounded.

Japan attempted to suppress Korean national identity.

Koreans were forced to change their surnames to Japanese names.

Schools were forced to teach Japanese instead of Korean.

Japan also distorted Korean history to destroy its national identity. 

Japan tried to brainwash Korean people into believing the justification of the annexation.

The Manchurian Incident in 1931
The Sino-Japanese War in 1937
The Pacific War in 1941

Japan sent young Korean men to battle to fulfill its imperialistic ambition.

As the war became unfavorable, Japan made them into suicide bombers, the Kamikaze.

Korea’s natural resources were taken to be used as war supplies.

Korean people were made into soldiers and slaves.

The entire peninsula became a logistics base for Japanese wars.

The incorporation of Dokdo was the beginning of all this suffering.

For Koreans, sovereignty over Dokdo is not just about a small island.

In the 1900s, many Asian countries suffered from imperialism.

Korea was also deprived of its sovereignty and history.
Dokdo is a symbol of the full recovery of our national sovereignty.

“Japan will be expelled from all other territories which she has taken by violence and greed.”
- Cairo Declaration (November 27, 1943)

Japan’s surrender in 1945
Japan promised to acknowledge that Korea shall be free and independent.

In the Potsdam Declaration, Japan agreed to implement the Cairo Declaration.

On January 29, 1946, the Supreme Commander for Allied Powers issued SCAPIN 677.

This document commanded Japan to abandon its administrative authority over Dokdo.  

Japan shall recognize the independence of Korea, renounce all right, title and claim to Korea, including Jejudo, Geomundo and Ulleungdo. 
- The Treaty of San Francisco (1951)

The international community clearly recognized that Dokdo is a Korean territory.

Over 60 years have passed since the independence of Korea.

Japan is again claiming sovereignty over Dokdo.

This indicates that Japan is still trying to deny Korea’s full independence and sovereignty.

Japan is asking for rights to a territory that it took by force during its imperial period.

Thus, Japan’s claim over Dokdo is the same as its justification of its imperialistic history.

In Dokdo, there is a special rock in the shape of the Korean peninsula.
This rock, called Korea Rock, indicates who Dokdo belongs to.

For Koreans, Dokdo symbolizes the independence of Korea.

After the incorporation of Dokdo in 1905, Korea lost its sovereignty and all of its rights.

During the Japanese occupation, many innocent lives were lost.

The Japanese Occupation Period left unforgettable scars on the Korean people.
Japan is now making aggressive moves to claim sovereignty over Dokdo.

Reinforcing the imperialistic past is like moving history backward.

This is the very reason why Koreans cannot tolerate Japan’s claim over Dokdo.

VANK is here with its 100 thousand Korean members.
 
Our goal is to prevent tragedies such as what happened to us. 

This is why we are promoting Dokdo to the world.

Historically, geographically and legally, Dokdo is undoubtedly a Korean territory.

Protecting Dokdo is our effort to protect peace in Asia.

18. Choi Mu-Seon (1325 – 1395)
Choi Mu-Seon was an inventor best known for the production of Korea’s first gunpowder and cannons. During the Goryeo dynasty, he had already recognized the importance of gunpowder weapons, and suggested the establishment of a state institution committed to producing them. His inventions played a crucial role in defeating Japanese raiders. His gunpowder production techniques were passed on to his son, and later contributed to the strengthening of the Joseon dynasty’s defenses.

19. Jeon Bong-Jun (1855 – 1895)
Jeon Bong-Jun was a leader of the Donghak Peasant Movement, which was a large-scale resistance movement against traditional feudalism and foreign invasions. Donghak was an indigenous Korean religion, which was founded in 1860 and later became the Cheondogyo religion. His first uprising was in 1894 against corrupt local bureaucrats. He also led a nationwide protest against Japanese invasions until his eventual arrest and execution.

20. Wonhyo (617 – 686)
Wonhyo was a respected Buddhist monk of Silla kingdom, who made a great contribution to the development of Korean Buddhism. Buddhism is a religion that has long influenced the life and thoughts of Koreans. He created extensive written work about Buddhism, and committed his life to disseminating the religion among the people. His teachings were even introduced to China, and marked an epoch in the world’s history of Buddhism. 

21. Mun Ik-Jeom (1329 – 1398)
Mun Ik-Jeom is recognized as “a person who improved people’s lives” because he brought great benefits to people by cultivating and distributing cotton. The introduction of cotton cloth made fabric production simpler and more efficient. The previous methods of fabric production were time-consuming and labor-intensive. Due to its high production efficiency, cotton cloth became Korea’s major export, and contributed to the national economy.

22. Jeong Yak-Yong (1762 – 1836)
Jeong Yak-Yong, also known by his pen-name Dasan, was a prominent Confucian scholar and official during the late Joseon dynasty. He is highly recognized for his contribution to compiling Silhak literature, which emphasized practical learning and social reform. He spent many years living in exile, but he used the time to organize and develop his philosophy. He wrote over 500 books in broad areas, including politics, economics and society. His line of work is called “Dasanhak” and it has received considerable attention from many scholars.

23. Yi Sun-Sin (1545 – 1598)
Yi Sun-Sin was an admiral and Korean national hero who protected the country against Japanese invaders during the national crisis of the Imjin War. Throughout his career, he had to overcome extreme adversities in battles and personal challenges, such as vicious slanders against him and subsequent political ordeals. His life provides an endless source for Korean novels, dramas and movies, and he has become immortal in the minds of Koreans.

24. Jang Bo-Go (?– 846)
Jang Bo-Go was a general of Silla kingdom, who established the Cheonghaejin naval base in today’s Wando Island. Using Cheonghaejin, he was able to defeat pirates, gain control of the ocean, and secure safe trade routes that connected Silla with China and Japan. His reputation as an international trader was recorded in several historical documents in Korea, China and Japan.

25. Kim Man-Deok (1739 – 1812)
Kim Man-Deok was a successful and altruistic businesswoman in Jejudo Island, who saved numerous people’s lives during the Joseon dynasty. As a woman and a slave, she had to overcome many disadvantages before finally becoming a great merchant. However, she decided to spend her entire fortune to save people from a famine caused by an extreme drought in 1795. Her generosity greatly impressed the people of the period and still impresses the people of today.

8. Heo Gyun (1569 – 1618) & Heo Nanseolheon (1563 – 1589)
Heo Gyun and Heo Nanseolheon were famous sibling writers during the Joseon dynasty. Heo Gyun authored the first Korean language novel, “The Tale of Hong Gildong.” His sister Nanseolheon wrote many poems that were highly commended by writers in Korea, China and Japan. Her accomplishments as a poet are particularly noteworthy, considering the social status of women during her time.

9. Heo Jun (1539-1615)
Heo Jun was a royal physician who wrote “Donguibogam,” one of the best medical books of the East. Dongui refers to Korean medicine. To compile this book, he spent 14 years reading over 240 medical books. The value of the book is internationally recognized, and it has been translated into many different languages, including Chinese, Japanese, German and English.10. King Sejong the Great (1397 – 1450)
King Sejong was the fourth king of the Joseon dynasty, who is best known for the invention of the Korean alphabet Hangeul. Hangeul is the only alphabet in the world in which the inventor, principles of invention and dates of promulgation are known. During his reign, he made many impressive accomplishments in all areas, including politics, economics, culture and defense. The basis of his rule was always his love and sympathy for ordinary people.

11. Kim Hong-Do
Kim Hong-Do was a famous court painter during the Joseon dynasty. He exhibited exceptional artistic talent since his childhood. His drawings were quite varied, ranging from people, scenery, gods and Buddhist subjects. He created many different kinds of artistic works, including kings’ portraits and folk paintings. His genre paintings in particular are well known for their realistic depiction of ordinary people’s lives, and are still loved by Koreans.

12. Ahn Yong-Bok
Ahn Yong-Bok was a patriotic fisherman, who played a crucial role in protecting Ulleungdo and Dokdo. During the reign of King Sukjong (1661-1720) of the Joseon dynasty, Ahn witnessed Japanese fishermen trespassing on Joseon’s territory and travelled to Japan to confront the Japanese government. His actions played an important role as Japan officially banned fishing activities in those areas in 1696 and recognized Ulleungdo and Dokdo as a territory of Joseon. Dokdo, with its beautiful scenery, remains Korea’s easternmost territory.

13. Isabu
Isabu was a renowned general of Silla kingdom, who is widely known for his conquest and annexation of Usan-guk for Silla in 512. Usan-guk was a small kingdom that occupied the present-day islands Ulleungdo and Dokdo. He also advised the king to compile historical records, and made a major contribution to Silla’s territorial expansion by winning battles against Goguryeo and Gaya kingdoms.

14. Im Yunjidang (1721 – 1793)
Im Yunjidang was a female scholar, who achieved a high level of knowledge in Neo-Confucianism during the Joseon dynasty. Joseon put limitations on women’s rights to gain formal education and to work outside the home. For this reason, she was unable to exhibit her academic talent in Joseon society, but she still pursued her scholarly interests until her death. 

15. Jang Young-Sil
Jang Young-Sil was a scientist who invented the world’s first rain gauge “Cheugugi” in 1441. He led a renaissance in Korean science by creating many notable inventions, such as the Jagyeongnu automatic water clock and the Honcheonui astronomical clock. His scientific achievements are so highly regarded that Korean scientists named an asteroid after him. 

16. Yi Hwang (1501 – 1570)
Yi Hwang was an eminent scholar, also known by his pen-name Toegye, who laid the foundation for the development of Neo-Confucianism in the Joseon dynasty. He committed his entire life to developing knowledge and educating students. Consequently, he was highly respected as a sage. His philosophy had a significant influence on scholars both inside and outside of Korea; including China and Japan. Since the establishment of the International Toegyehak Society in 1976, his work has been widely researched in many countries across the world.

17. Park Yeon (1378 – 1458)
Park Yeon is regarded as one of the three greatest musicians in Korea’s 5000 years of history; along with Goguryeo kingdom’s Wang Sanak and Silla kingdom’s Ureuk. Under the order of King Sejong the Great, he organized court music, tuned musical instruments, and compiled music for royal events. To commemorate his legacy, a music festival is held every year in his hometown Yeongdong-gun.

2. King Gwanggaeto the Great (374 – 413)
King Gwanggaeto was Goguryeo kingdom’s nineteenth king, who achieved political supremacy in 5th century Northeast Asia. He used the name of his own reign for the first time in Korean history, and established a great empire that occupied the present-day Liaodong peninsula and a part of Inner Mongolia. A tombstone was built in honor of his distinguished achievements, and it still remains in Jian, China.  

3. Lee Je-Ma (1838 – 1900)
Lee Je-Ma was a physician who created a unique Korean medical theory called “Sasang Uihak.” This theory is based on Eastern philosophy, and its basic principle is that treatments should vary, depending on a patient’s particular constitution. He spent his entire life studying medicine, and established his own medical theory based on extensive clinical data.

4. Seo Hui (942 – 998)
Seo Hui was a diplomat of the Goryeo dynasty. He is best known for his role in a negotiation in 993 where he persuaded the invading Khitan army to retreat by arguing for the legitimacy of Goryeo as the successor of the Goguryeo kingdom. Through the negotiation, he also regained control over the Pyeonganbukdo area. For this reason, his actions are regarded as the most successful example of diplomacy in Korean history.

5. Dangun
Dangun was the founder of the first Korean kingdom of Gojoseon in 2333 BC. Korea’s first history book about its ancient kingdoms, Samguk Yusa, contains a story about his founding of the nation and his basic principle of Hongik Ingan. The principle means to promote the benefit of humanity, and it forms the basis of the strong Korean national identity that has functioned to unite Koreans on occasions of national crisis.

6. Jeong Seon (1676 – 1759)
Jeong Seon was a painter who developed a unique Korean style of landscape painting during the late Joseon dynasty. He portrayed Joseon’s scenery with his own creative touches, breaking off from the strong influence of China. His major painting “Geumgang Jeondo” provided great inspiration for other painters in their drawings of Mt. Geumgangsan.

7. Kim Jeong-Ho (? – 1866)
Kim Jeong-Ho was a geographer who made many maps during the late Joseon dynasty. Daedongyeojido in particular is a masterpiece that he created by integrating Eastern cartographic traditions. The map is very accurate and precise, even compared to contemporary maps. He also compiled geographic books that showed changes in administration, transportation and historical geography, which contributed to a better understanding of maps.

Average annual growth rate over the last 10 years = 9.2%
The first among G-20 member countries 

GDP = $7.42 trillion
The second largest in the world

Military expenditure
The second highest in the world

Expected to become the world’s largest economic power by 2018
- The Economist, British weekly newspaper

Expected to become the world’s largest economic power by 2016
- The International Monetary Fund (IMF)

Became the world’s second largest economic power in 2012

This is a country that is rapidly rising as an economic and military power in the 21st century: China!

Chinese national pride is as great as the size of their country.  

Such pride is deeply rooted in a traditional notion:
Sino-centrism

“China is the center of the world, and we have the most superior culture.”
Throughout its long history, China has maintained a China-centered worldview.

Today, China’s national and economic power is growing quickly. With its growing power, Sino-centrism is emerging again. 

“Backed up by its strong military and economic power, China is the center of the world in the 21st century!”

To reinforce its political power, China is promoting a new Sino-centrism. Based on Sino-centrism, China is attempting to establish a China-centered world order. China is again pressuring all other nations to follow the China-centered order.

Chinese imperialism is now slowly but surely emerging. Korea neighbors China. What will happen to Korea? Throughout its history, China was ruled by many powerful dynasties. China constantly asked Korea to obey the China-centered world order and culture.

However, Koreans persistently resisted and created their own culture and history. Without a great leader, none of the following Korean achievements would have been possible.

Our own scientific technology
Our own culture
Our own alphabet

His goal was to remove Korea from the China-centered world order.  He established Korea’s own unique culture.

He is the most respected king in Korean history:
King Sejong (1397~1450)

“Our language differs from Chinese …”
- Preface to the Hunmin Jeongeum manuscript

He recognized Joseon as an independent kingdom, apart from China. Against Sino-centrism, he developed Korea’s unique culture, history, and science. Joseon’s time zone is not the same as China’s. At that moment in history, only China had the technology to observe astronomical events and measure time. No other country around China had its own measure of time.

However, time was clearly different between China and Joseon. The China-centered time system had limited benefits to the lives of people in Joseon.

King Sejong felt a need to help people know more exact measures of time.  He invented a water clock and a sundial that were set to measure time in Joseon. People in Joseon finally achieved independence from the China-centered time system.

Thanks to King Sejong, Korea obtained sovereignty over its own time. Joseon’s language differs from Chinese.

In the 15th century, Chinese characters functioned as a universal writing system throughout Asia. However, Joseon’s language was different from Chinese.

Many commoners in Joseon had difficulty expressing their thoughts in writing. King Sejong decided to get out of the China-centered language system. He invented Hangeul, the alphabet for the Korean people.

Thanks to King Sejong, Koreans obtained sovereignty over its language. Koreans became people with their own alphabet. Joseon’s soil is different from Chinese soil. In the 15th century, Joseon’s farmers used a Chinese book titled “Nongsang Jiyao” (Methods for Farming).

During the Joseon Dynasty, agriculture was a primary industry. However, the weather and the natural environment in Joseon were not the same as in China. Joseon needed its own methods for farming. To meet such a need, King Sejong researched methods for farming that reflected Joseon’s natural environment.

He released an agricultural book titled “Nongsa Jikseol” (Straight Talk on Farming). Thanks to King Sejong, Koreans obtained sovereignty over its farming methods. They learned farming methods that were appropriate for Korean soil. The bodies of Joseon people are different from Chinese people.

However, the people of Joseon were not treated differently. Joseon’s doctors used Chinese medical books for diagnoses and treatments. They studied medicine by reading Chinese books. Chinese medicinal ingredients were expensive to import.

Also, the Korean physical constitution was different from the Chinese. So, treatments were not as effective as they could have been. King Sejong felt a need to utilize local ingredients for medicine. He released a pharmaceutical book titled “Hyangyak Jipseongbang” (The Compilation of Native Korean Prescriptions).

Thanks to King Sejong, Koreans obtained sovereignty over their medicine. They created their own medical books that were designed to treat their body. The sky of Joseon is different from the Chinese. Astronomy was used to rule a country. People believed that astronomical phenomena delivered messages from heaven.

At the time, Joseon and many other Asian kingdoms adopted Chinese astronomy. However, Joseon’s geographical location was different from the Chinese. Chinese astronomy was inadequate to observe astronomical events in Joseon. King Sejong felt a need to observe astronomical phenomena from the location of Joseon. He created a calendar called “Chiljeongsan” that was designed to be used in Joseon.

After 500 years, even today’s scientific knowledge can’t find much error in this calendar. It shows accurate observations of the sun, the moon, stars, and other astronomical objects. Thanks to King Sejong, Koreans obtained sovereignty over their astronomy. Koreans were able to see the sky from their own perspective.

Joseon’s music is different from the Chinese. In the 15th century, Chinese music was more highly regarded during Joseon’s national events. Our traditional court music was less regarded than Chinese music.

Joseon’s music was different from Chinese music. Chinese music was inadequate to represent Joseon’s national identity in important national events. King Sejong took this situation seriously. He created Joseon’s own ritual court music, Botaepyeong 11 tunes and Jeongdaeeop 15 tunes.

Thanks to King Sejong, Joseon created its own musical sounds. Joseon’s ritual court music, “Jongmyo Jeryeak” was designated as a world cultural heritage by UNESCO.

Joseon is different from China. King Sejong recognized the differences between the two countries, and removed Korea from the China-centered worldview. He guided his people on a path to a new world. Young Koreans will follow his guidance.

They will begin a new future for Korea.

“In the face of the overwhelming economic and military power of China, Korea is likely to face a serious economic and cultural crisis.”

However, young Koreans do not agree with such a perspective. For its 5000 years of history, Korea had control over China’s influence. Korea has maintained its own unique culture and heritage. Young Koreans will take such challenges as opportunities to develop their country. They will respond to the challenges with the spirit of innovation.

With such young people, Korea will become the most innovative country in the world. About 500 years ago, the China-centered world order was widely accepted throughout Asia. However, King Sejong of Joseon went his own way to create our unique culture against the overwhelming power of China.

King Sejong recognized that Joseon was different from China, and created a new era for Joseon. VANK is looking for young Koreans, who have the courage to take on the challenges of the rapidly-changing world order. With us, you will overcome the challenges with King Sejong’s spirit of innovation.

Korea
1% of the world’s population
0.07% of the world’ total land

However, young Koreans do not let size decide the future of their country. Instead, they find opportunities for innovation.

Take on challenges and build a greater Korea!