Korean Drama Liberalization?: Political Economy of Product Placement Legalization for Foreign Companies in South Korea

DOI

10.2991/assehr.k.210120.116How to use a DOI?

Keywords

Product Placement Legalization, South Korea, Cultural Industry, Korean Drama

Abstract

This article aims to determine the effect of product placement legalization for foreign companies in the South Korean cultural industry, especially Korean Drama, toward the development of foreign direct investment in South Korea. In the past, the government saw foreign cultural industries, with their large capital and advanced technology, could threaten South Korean culture and the domestic market. As a country with a closed-door policy, the decisions to open their domestic market of the cultural industry for foreign placement and investment became controversial. Using a political economy perspective, the results of this article revealed that product placement legalization has boasted the opportunity for South Korean culture promotion to the world and increased new foreign direct investments, especially in the area of cultural industry, which has a direct impact on the rise of the South Korean economy.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ratih Herningtyas
AU  - Febrianti D.L Wardhanny
PY  - 2021
DA  - 2021/01/21
TI  - Korean Drama Liberalization?: Political Economy of Product Placement Legalization for Foreign Companies in South Korea
BT  - Proceedings of the 4th International Conference on Sustainable Innovation 2020–Social, Humanity, and Education (ICoSIHESS 2020)
PB  - Atlantis Press
SP  - 131
EP  - 138
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210120.116
DO  - 10.2991/assehr.k.210120.116
ID  - Herningtyas2021
ER  -