Illinois Global Review

In the world of political science and international relations, there is a concept known as “soft power.” The term was coined by Joseph Samuel Nye Jr. in the late 1980s and is used to describe a nation’s ability to influence others through the basis of persuasion and attraction of its culture, ideas, and foreign policies, rather than relying on coercion and military power like its counterpart, “hard power.”

While the United States has demonstrated its influence through both scales on the global stage, some countries in recent decades, such as Japan and South Korea, have leveraged their ability to project power in their own way: through cultural exports. These are found in entertainment, music, and fashion, and can be used to foster diplomacy, promote heritages and values, and contribute to economic prosperity.

These industries have continued to entice domestic and international audiences due to their sociocultural appeal and economic impact alongside online accessibility through streaming and social media platforms. For instance, the global popularity of Japanese animation, also known as anime, led to an estimated ¥341 billion or $2.6 billion in estimated earnings and its export value was at ¥85.6 billion in 2022. To this day, it is a popular form of entertainment, alongside manga and video games, as it provides an escape from one’s daily lives while addressing socio-political issues such as discrimination, bullying, and the protection of the environment.

Similarly, the “Hallyu Wave” or Korean Wave, is facing similar amounts of attention as South Korean pop music or K-Pop, fashion, television shows, and films. One of the country’s prominent musical acts, BTS, contributed to the nation’s gross domestic product with an estimated $3.6 billion in 2018. K-Pop, especially, has had worldwide appeal due to its music production, choreography, and its incorporation of fashion.

Through the use of cultural diplomacy, countries can gain exposure, garner attention, and obtain power in the process. This allows them to acquire soft power, which can be utilized with the likes of hard power. As a result, when audiences show an interest and a connection to a certain country and its culture, they become more aware of its population, politics, and social issues. This can be used to mold public perception, raise respect for diversity, and garner awareness of human rights.

While other states recognize the value and importance of ‘soft power’, they may struggle to effectively diffuse their culture around the world. In the case of China, although it has global influence and military strength, the country is currently facing limitations due to its authoritarian political system. Despite its efforts to sway other countries with its international aid and the promotion of the Belt and Road Initiative, Beijing officials have utilized traditional soft power tools such as language institutions, educational exchange programs, and media strategies in response to building its soft power. In addition to these setbacks, soft power is more difficult track, unlike its counterpart, which is needed if a state wants to compete on the world stage.

Apart from being more complicated to quantify, there is always the potential for backlash. In the case of South Korea, policymakers have made attempts to capitalize on cultural popularity and influence with government-led projects and initiatives, leading to external criticism and concerns, from countries, such as Japan and China, over state-controlled media and the possibility of propaganda.

When diplomacy is intertwined with popular culture through the notions of soft power, it may hinder any sort of meaningful and in-depth engagement with internal cultural diversity. Due to its global reach, such as the likes of anime and K-pop, there is a tendency that while some may develop a genuine interest in the countries, there are some cases where it may be superficial as it may not show real concern with the society’s complexities and problems.

Some may even idealize or romanticize the country where the cultural exports originate from. This may lead to orientalist perspectives and can border on fetishization. Through the use of social media, the commodification of a culture has been easy, as many from Western nations find these concepts exotic but do not put much thought behind them. As a result, audiences may latch onto the presented image of idealization with their continuous consumption through social media spaces.

Despite their global reach, anime and K-pop have been criticized as they depict harmful behaviors and connotations in the hopes of attracting an international audience. Although there has been progressiveness in some shows with its female characters, there have also been setbacks. Namely, a lack of in-depth character development in some genres, such as being the designated sidekick or solely being the romantic interest of the male lead, and the over-sexualization in their design from their body with oversized breasts, wearing revealing outfits, or even both at once. These can result in misogyny, objectification, and skewed gender expectations across different demographics. On the other hand, Korean celebrities often have personas that align with the societal values, ethics, and morals of their culture, a concept which can lead to aspiration and imitation among their followers. However, with constant comparison alongside with high standards to uphold, this puts idols and their fans at risk with eating disorders, lower self-esteem, and negative body image perceptions. While one can consume these forms of entertainment, it is important to be aware of the problems that each industry continues to face.

Cultural diplomacy and soft power are essential components in international relations. Today, it is widely recognized that East Asia offers a vibrant space with an influential presence that has appealed to audiences. Yet it's important to note that both Japan and South Korea are more than just their cultural exports and are a part of a bigger, more diverse continent. Conclusively, Asian countries are more than just exotic commodities for personal consumption, and thus must be viewed as sovereign entities that have autonomy. To indulge in these only at a surface level is to ignore the rich traditions and complex histories that have been honored and existed for centuries.

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