Present by KTCC
(Korea Thailand Communication
Center)
www.k-tcc.com
CONTENTS
Overview
Korea wave History in
Thailand.
Various Korea waves in
Thailand.
Economic Effects
Weak points & Suggestions
Introduction
Overview
 Korea wave means the enthusiasm of Asian for the Korean popular
culture.
 Korea wave in Thailand started lately compared to Japan, China .
 Korea wave influencing every fields not only Thai Drama, Music, Game
but also food, cosmetics, life style, product, etc.
 Purpose of this report: Analyze history and economic effect of Korea
wave in Thailand and propose ideal suggestions for Korea and Thailand.
Introduction
Increasing interest of Korea wave
in Thailand !
 First Korean Drama in Thailand2000
 After that
 2002===5 Drama
 2008=45 Drama
 2003~2010:Total 180 Drama on-aired
in Thai TV
 Korean Drama Main factor, boom up
korea wave in Thailand
 Spread Rapidly Rain case
Introduction
Increasing interest of Korea wave
in Thailand !
 ‘Rain’ first concert in Thailand.
[Rainy Day]
 2004 first show case in Bangkok
 2years after ‘Full House’ shooting,
February 26, 2006
 Impact Arena concert hall. 10,000seats
 Ticket sold out within 2days, Ticket price:
The cheapest THB900
The most Expensive THB6,000B
Introduction
Increasing interest of Korea wave
in Thailand !
 JYP audition after concert for searching
the second Rain in Thailand.
 KTCC was main sponsor.
 More than 300 applicants.
 Several TV, Newspaper and magazine
appear on this audition.
Drama
Drama
 During 4yeras from 2001 –
 Broadcasted not more than 20 dramas.
 After 2003
Thai TV and production bought Korean
drama competitively.
Main TV ch7, ch3, and iTV
Broadcasting Korean drama at prime
time of weekend.
Drama
Number of Korean Drama
Music
Korean Drama
 Dae jang geum Export 65 countries12,000,000US$
 2008 Korean Drama Export Total 180,000,000US$
 2006. 5. Survey for Thai people(by KTCC)
 1)Korea image compare with 5 years ago==97% better
 2)TV drama effect===62.2%
 3)Do you know Rain?==78% yes
 4)Korean star model will affect your purchase? 58%
positive.
Music
Korean Music
 K-POP
 Before 2003~2004: European and Japanese music was popular
 Like Grammy, the largest music company in Thailand, try to
buying Korean music and OST.
 Grammy and Korean album
 20079, 200829, 200917, 201013 album new launching
during 4years==more than 70 Korean album launching
 Rain’s first album: sold 50,000 pieces just 2weeks.
 ‘Full house’ OST album: sold over 50,000 piece.
Music
Korean Music
 Thai music market per year:20,000,000,000B
 Korean music market share:17.5%
 10% increase per year
 Channel V 2009 Asian music top 50:Korean music 41
Book
Publishing
 Easy to find the ‘Korean book’
 ‘Daejanggeun’ began the bestseller in two
weeks after published.
 Thai publishing company, magazine get
interest in Korean star , fashion, culture,
tour etc.
 Jamsai published 180 Korean books
Korean
Korean Language
 Thai university adopted Korean language curriculum.
1986: Songkla university adopted Korean language as an
optional course.
1989: Chulalongkorn university open Korean language
curriculum.
2000: Burapa university: Korean language adopted as a major.
2004: Chulalongkorn university established Korea center.
 20 Thai university teaching Korean language.(Major 7 university)
Travel
Travel
 The number of Thai people who visit Korea
2004  Over 100,000
 2004~2009, average increasing rate
13.28% per year.
 After 2004 similar increasing rate with
Korean drama number and Korean wave
Travel
Travel
Year
2000
Number
Rate(%)
Drama
38.0
1
2001
87,883
73,127
-16.0
0
2002
73,972
1.2
5
2003
78,243
5.8
23
2004
102,588
31.1
8
2005
112,724
9.9
14
2006
128,555
14.0
24
2007
146,792
14.2
21
2008
160,687
9.5
45
2009
190,972
18.8
38
Travel
Advertisement
 Korean Star Advertisement
 Young generations like Korea.
Korean style and fashion.
Hope to visit Korea.
Want to using Korean product.
 Cosmetic brand and Snack for youth
 Korean Model
 Korean style advertisement,
 Korea wave marketing.
 Many Korean star fan clubs in Thailand.
Super junior, Bigbang estimate over
200,000
Travel
Advertisement
 Thai women 78.25%:purchased Korean cosmetic
 Etude House:3,000,000US$ per year
 Skinfood: 6,000,000US$ per year
 2010. 1FTA
 Fan club
 1)Super junior:27,802
 2)Total korean fan club:about 200,000
Game
On-line Game
 2009
 Cabal, Luna, RayCity, Special, Force, Audition
 Top 5 All Korean games
 2008
 LunaMember 150,000
in 15days after launching
 Thai on-line game market
3,500,000 users.
Korean game market share 71%(2009)
Game
Animation & cartoon
 Dream of jang geum, SF children Drama
 Why series
 First step==Expanding more and more
with government exporting policy.
 2009 korea aim export 830,000,000
US$
 Make 6,000 jobs
 I phone, 3D
Policy
Korean government policy.
 Korean government recognized the importance of Korean
wave in Thailand.
 A few years ago Cabinet council hosted by prime minister.
designated Thailand as a ‘Korean wave spreading
country’.
Anti-Korea symptom in China and Vietnam.
The number of Korean company in Thailand=>300(2010)/
Estimate
Policy
Economic Effect
 2009 Japan+China+Vietnam+Taiwan130,000,000,000 Thai Baht )
4,062,500,000US$ reported by Korea foundation (한화 4조9336억원(1,300억바
트)
 Same value with Hyundai car 146,000
 2005(survey by The Korea International Trade Association)
 Vat value:40,000,000,000B(400억바트)
 GDP 0.18% increased.
 Food and cosmetic exportation increased
 NHK 2003 Bae Young Joon effect in Japan100,000,000US$
Policy
Economic Effect
Hyundai car2007:66
2008:898
2009:1,788 (market share below 1%)
Korea Thai chamber of commerce official member
2008=84 2009= 133 2010=155
Korean mobile cintents market share 28% in Sanook.com
Policy
Weak point of Korea wave in Thailand
 Copyright problem
 Broker without responsibility
 Limitations
 Just popular for young generation.
 Movie unpopular
 Japan contents vigor
Policy
Korea wave Expanding condition
Samsung economic research institute
 Samsung 2002.
Aanjaewook IN CHINA
 Moniter model:1999 430,000-1,070,000(2000)
 Lg Kimmamjoo in Vietnam
 Global group also using korean model
 Chojiwoo-Christchan d
 Jeonjihyun-Olympus
 Leeyoungan sinwha- Cocacola
 KFC-KIMCHI burger in taiwan

Product
Korea wave in Thailand
- Korea wave and product
Year
Product
1991
Hyundai selling car in Thai market.
1998
Thai university adopted Korean language as a major.
2000
LG began to sell refrigerator.
2001
Korean movie ‘My sexy girl’ got sensation in Thailand.
Drama ‘Autumn in my heart’ on air.
2003
Korean on line game ‘Nagnalok’ cause social problem.
‘Winter love song’ on air.
Samsung mobile phone V200 hold the second rank in Thai
mobile market.
Product
Korea wave in Thailand
Year
2004
~
2005
Product
Thai people visit Korea 100,000
On-line game pang-a serviced.
CH7 ‘Full house’ on air, ‘Rain’ effect.
Korean cosmetic ‘The face shop’ launched.
2006
CH3 ‘Daejanggeum’ on air. (first Korean history drama)
LG using ‘Daejanggeum’ actress as TV air condition
model in Thailand.
Coca-cola using Korean group ‘Shin-Hwa’ as TV model.
Rain, Sin Hwa, Dong bang sin ki concert in Bangkok
Product
Korea wave in Thailand
Year
2007
~
Product
2007 Hyundae car re launched
2008 Thai TV on-aired 48 Korean series
2009 on line game market share 71%
Skinfood 200,000,000THAI B
Thai people visit Korea 190,000
2010 Korean language 20 Univesities
super junior fan club 27,802
Analysis
Korea wave in Thailand
Prospect
 Analysis & Prospect of the Korea wave in Thailand.
Similar culture.
Thailand Buddhism and Korean Confucianism.
Thai people can easily understand and agree on Korean culture seeing
Korean TV series.
 Thai people’s friendly feeling to foreigners.
No discrimination to the minority in Thailand.
Thailand was the trade center of western and Oriental.
 The excellence of Korean popular culture.
Korea entertainment business developed very fast and strong.
KTCC Movie
 Hello Stranger
 As it happened
With KTCC
Thank You!!