Global Hallyu Report (October)

Survey Overview

□ Survey Area: Five Countries

- Asia (China and Indonesia)
- Americas (Brazil and Canada)
- Europe (United Kingdom)

□ Survey Method
- News from foreign foundation correspondents,
domestic and foreign media reports, and other reports

□ Survey Content
- Dramas, K-Pop, movies, Hallyu – Tourism, Hallyu – Economy,
Hallyu – Arts and Culture, Hallyu – Traditional Culture, and others

□ Survey Period
- September 22 – October 20, 2016 (four weeks)
 I. Hallyu Trend in Korea

□ Hallyu – Industry
■ Launched Forward to Support Indirect Advertising (PPL) in Hallyu Dramas
and to Expand the Export Channel of Hallyu Contents (Seminar Room, 1st
Floor, KOTRA IKP; September 28, 2016)

Ÿ An event, “A Briefing and Consultation Meeting for the Utilization of PPL in Kor
ean Dramas,” was held for small- and medium-sized enterprises that needed int
ernational marketing on the strength of the fever of Korean dramas such as Des
cendants of the Sun.

Ÿ The products of domestic small- and medium-sized enterprises are planned to

appear in six of the most anticipated Korean dramas in the second half of 2016,
which were selected through expert reviews. The selected dramas are Saimdang,
Light’s Diary; Romantic Doctor, Teacher Kim; Hwarang; My Sassy Girl; The Str
ongest Deliverer; and My Secret Romance. On the other hand, one-to-one cons
ultation meetings were held for 70 consumer goods and service companies such
as Tony Moly (cosmetics), Nutribiotech (health food), Tuban (animation), Office
Holder Recommendation Committee of the National Federation of Fisheries Coop
eratives (processed products), and Hyundai Wacortec (air cleaners). The compa
nies finally selected through the matching consultation meeting will be supported
with 50% of the relevant PPL expenses by the Small and Medium Business Cor
poration.

Ÿ When the relevant dramas are exported to become box-office hits in the future,
it is planned to carry out a variety of export marketing activities such as the di
scovery of foreign buyers, the display of products used in dramas, PPL consulta
tions, and support for the opening of shops in local online shopping malls based
on KOTRA trade centers in relevant regions. It is expected that international m
arketing activities through dramas will enhance corporate brand awareness, and
will contribute to the exploration and expansion of new markets.

■ “2016 Gwangju ACE Fair,” a Comprehensive Exhibition of Korean

Cultural Contents (Kim Dae-Jung Convention Center, September 22­25, 2016)

Ÿ The “2016 Gwangju ACE (Asia Content and Entertainment) Fair” was held with

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 great success in Gwangju on September 22–25, 2016. It was organized by the
Ministry of Culture, Sports and Tourism, and the Gwangju Metropolitan City, an
d was supervised by the Kim Dae-Jung Convention Center, KOTRA, the Gwangj
u Information and Culture Industry Promotion Agency, the Gwangju Design Cent
er, and the Korea Cable Television & Telecommunications Association. A total o
f 430 domestic and foreign companies from 37 countries participated to install 6
90 cultural content booths in the event.

Ÿ There were various events such as the large export consultations of global media
groups, content experts’ lectures, and experience halls. A number of media groups
participated to conduct large export consultations: major domestic broadcasters, su
ch as KBS N, MBC+ Media, SBS Medianet, and CJ E&M; and global media group
s, such as the CCTV Animation Channel (a Chinese animation channel of the Chin
a Central Television of the People’s Republic of China), SOHU.com (a Chinese re
search journal), IRIB (an Iranian media corporation), Croatian TV (HRT) (a Croat
ian public broadcasting company), and Amarin TV (a Thai media group).

Ÿ On the other hand, Tae-Won Kim, the managing director of Google Korea and s
elected as the best mentor young people in their 20s would want to meet, deliv
ered a lecture on digital innovation and contents. There were various attractions
such as the “Special Webtoon and Cartoon Exhibition,” which displayed the work
s of the cartoonist Dae-Ho Yoon, who published the webtoon “Misaeng,” and th
e cartoonists of The Korea Cartoonist Association; the “Character Parade and Ph
oto Zone”; “Cosplay Festival”; and the “Kidult and Board Game Experience Hall.”

□ Hallyu – Culture
■ Five Hallyu Stars Joined Forces for the Globalization of Hangul (October 9,
2016)

Ÿ “DANBI,” a Korean educational application produced with the donation of Hallyu

stars’ hand-written content, launched in commemoration of the Hangul
Proclamation Day. Produced as a public–private collaboration project to develop
Hallyu fusion contents, is an application in which Hdallyu stars, hangul,
education, and IT are combined together multi-dimensionally.

Ÿ Five Hallyu stars—Luna (the main vocalist and lead dancer of f(x)), Irene (the
leader of Red Velvet), Eun-Woo Cha (a member of Astro), Ji-Min Han (an
actress), and Goo Jin (an actor)—participated in this project produced with
100% talent donations. This project aims to attract foreign Hallyu fans’

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 attention and access to hangul learning, as well as spread the excellence and
beauty of hangul to the world.

Ÿ In the future, the services of DANBI will be provided as educational data to 77

King Sejong Institutes in the world. The profits will be donated to multicultural
families and hangul education–related social contribution projects under the name
of the participating stars.
* Hallyu Fusion Support Project: It is a project that intends to support new and innovative
companies and organizations that can fuse with Hallyu, using private and governmental
information, experience, and resources. Seven companies have participated in this project
under the sponsorship of the Ministry of Culture, Sports and Tourism, and the Korea
Foundation for International Culture Exchange (KOFICE).

“DANBI” Application Page

□ Hallyu – Tourism
■ A Plan to Attract Tourists from Three Southeast Asian Countries (October
17­21, 2016)

Ÿ Hallyu has most widely been spread in Southeast Asia except for China and Ja
pan. Korea has gained a favorable image in Southeast Asian countries. In partic
ular, Korean companies and brands have very actively entered the local market
s in those countries. Therefore, it is considered very easy to attract tourists fr
om those countries.

Ÿ The Korea Tourism Organization has taken the lead in attracting tourists from
three Southeast Asian countries (Indonesia, Malaysia, and Vietnam). It has plan

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 ned to carry forward joint promotions for Korean products and tourism regularl
y with Korean companies that have already advanced into the local market fro
m 2017 to increase the share of Southeast Asian tourists from the current rate
of ___% to 15% in 2020.

Ÿ It has also planned to cooperate with local companies—Lotte, CJ, Shinhan Bank
(credit card) in Vietnam, and SK Planet and Daemyung Resort in Malaysia—sta
rting with the conclusion of the Memorandum of Understanding (MOU) with LG
Electronics Indonesia. Furthermore, it intends to expand its market to other So
utheast Asian countries in the future, starting with Thailand, Singapore, and the
Philippines.

※ KOFICE NOTE
ü The proportion of Southeast Asian tourists to foreign tourists visiting Korea has steadi
ly increased. Korean tourism promotions have also become very active for Southeast
Asia. The population size and economic growth trends in Southeast Asia seem to incr
ease the number of potential tourists visiting Korea in the future. According to an an
alysis made by the Korea Tourism Organization (2016), Thailand and Malaysia are reg
arded as top priority countries with the most number of potential tourists visiting Kor
ea in the future due to their high market growth rates.

ü Above all, Southeast Asia is emerging as a representative consumption area of Hally

u contents. It is surveyed that Southeast Asians are very willing to visit Korea under
the influence of Hallyu as the influx of contents, such as K-Pop and K-Dramas, is a
ctive and a variety of Korean products, such as Korean food, cosmetics, beauty trea
tments, and books, are actively consumed in Southeast Korea (Overseas Hallyu Surve
y, 2015).

ü However, there are a lot of tasks to be supplemented such as a shortage in profess

ional tour guides for Southeast Asian tourists and insufficient services for Muslim to
urists. For example, in case of the “Hwacheon Mountain Trout Festival” first held in
2009, the cold is commercialized and actively utilized as a part of festival promotio
ns in Southeast Asia, considering the environmental characteristics of Southeast Asi
a, where there is no winter. As such, it is necessary to accompany tourist goods th
at actively consider the social, cultural, and environmental characteristics of Southeas
t Asia with ways to attract more visitors to Korea.

■ The Development of the “Top 10 Theme Trips in Korea” (October 17, 2016)

Ÿ The Ministry of Culture, Sports and Tourism decided to invest in competitive to

urist attractions by region intensively. It plans to connect local governments by

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 the “line,” getting out of its support for tourist attractions by the “point.” It plac
es emphasis on the development of distinct cultural contents such as the system
atization of tourist information services with the use of information and communi
cation technology (ICT), local history, figures, and lifestyles.

Ÿ According to the 2015 foreign tourist survey, it is found that the average travel
expense of domestic tourists increased up to KRW 170,000 whenever they stay
ed in Korea for one more day. On the other hand, that of foreign tourists increa
sed up to USD 328.1 (about KRW 368,000) when they stayed in Korea for one
more day. The additional economic effect of USD 4.34 billion (about KRW 4.85
trillion) may be expected, considering the total number of foreign tourists.

Ÿ The process of selecting candidates for the top 10 tourist attractions will be de
cided through an expert evaluation of tourism competitiveness and field trips. T
he Ministry of Culture, Sports and Tourism planned to have put a tourism fund
of KRW 77 billion by 2021. The additional economic effect of USD 4.34 billion
is expected through this project, which aims to support activities and attractions
to see, do, and enjoy; mobile networks; and others comprehensively.
* The average daily travel expenses of foreign tourists (USD 328.1) × the number of foreign t
ourists by the end of 2005 (13,230,000 people) as of 2015

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 II. Hallyu Trend by Region – Asia

1. China
■ “Dashang,” Online Tip Culture Emerging as one of Chinese Culture
Trends (October 11, 2016)

Ÿ “Dashang,”* which gives tips online, has been prevalent in China, where tipping is
not typically expected at hotels, restaurants, and other places. Chinese netizens
have given tips on various services, from online writings to live broadcasts. Tip
ping has spread off-line. The function of “Dashang” has been added on a numbe
r of famous Chinese online platforms such as Weibo (2014), WeChat and Alipay
(2015), and Didi Chuxing (2016).

“Dashang” Culture Emerging as a New Online and Off-line Trend

* Image: Technode * Image: Baidu

Ÿ “Dashang” has widely spread from media- and literature-related platforms to th

e entertainment and service industries. Wang Hung, a VJ of Chinese Afreeca T
V, which has gained great popularity in the recent years, has earned more than
other entertainers due to the function of “Dashang.” Customers scan relevant em
ployees’ QR codes in the service industry to give tips of CNY 3–5 with their se
rvice evaluations.

Ÿ “Dashang” implies the development of the Chinese online culture and the possibil
ity of creating a new added value online. It is expected to use the function of
“Dashang” in marketing and generate additional profits in various online content
and entertainment industries.

Ÿ It is necessary to review a marketing plan that utilizes QR codes in the service

industry, such as restaurants, in the future. In addition, it is essential to observ

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 e Chinese consumers’ new consumption culture, such as the “Dashang” economy,
and the new marketing trends of Chinese companies closely in order to actively
reflect them in the establishment of business strategies in China.
* “Dashang”: It is also called “shang.” In ancient China, it originally meant a compensation gi
ven by a superior to his subordinate. However, it has recently been used when users give
their appreciation incentives for online services or to the creators of various online creative
contents, which they are satisfied with.

■ A Korean Food B2B Marketing Campaign in the Central Area of China

(Wuhan Wanda Reign Hotel / Hanjie Wanda Square, September 21­25, 2016)

Ÿ The “2016 Wuhan K-Food Fair” was held in Wuhan (the capital of Hubei Provi
nce), the central city of inland logistics in China and the maximum consumption
market in the central area* of China. The Ministry of Agriculture, Food and Ru
ral Affairs (MAFRA) hosted many B2B events, such as the K-Food PR Hall, t
he Kitchen Hall, the Online Reverse Overseas Direct Purchase Zone, and the K
-Style Cultural Experience Hall, with the Korea Agro-Trade Center under the
slogan of “K-Food, Youth Food That You Can Easily Enjoy at your Special Ti
me.”

Ÿ About 30 Korean food export companies participated in the fair. They run cooking
classes with the use of Korean rice, processed food, Samgyetang (chicken soup w
ith ginseng), Kimchi, and traditional pastes to promote the premium of Korean agr
icultural food actively. MAFRA planned to create a local demand for Korean agricu
ltural food in Jakarta, Bangkok, Dubai, and other foreign cities.
* Central area of China: Anhui Province, Hubei Province, Jiangxi Province, and Hunan Province

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 ※ KOFICE NOTE

ü The strengthened Chinese food safety policy as well as internal and external
environmental changes have contributed to the expansion of Korean food export
opportunities. For example, seasoned laver was strongly recognized as a
Japanese food in the past. Korean seasoned laver has been spotlighted as a
healthy food due to the worries in safety of Japanese products after the
Fukushima Daiichi nuclear disaster. In particular, Korean seasoned laver is popular
enough to occupy 65.1% of the Chinese import market.

ü Sales related to instant food, such as gochujang (Korean red pepper paste), are
expected to increase in the future. As it was known that Peng Liyuan, the wife
of Xi Jinping, the current Chinese leader, purchased gochujang in 2015, the
interest of the Chinese in gochujang has significantly increased. The demand for
instant food* is expected to increase due to the rise of the solo economy,*
which targets young singles.

* The Chinese instant food market has grown by 65% over a three-year period (from
CNY 200 billion in 2012 to CNY 530 billion in 2015). (The Institute for International
Trade affiliated with the Korea International Trade Association (KITA) (April 18, 2016))

* Solo economy: It means a phenomenon in which companies sell products targeting single-
person households due to the growth in the number of such households. This term first ap
peared in Going Solo, a book written in 2012 by Eric Klinenberg, a professor of Sociology;
Public Policy; and Media, Culture, and Communication at New York University. The solo eco
nomy is often referred to an increase in high-income singles and their economic influence.

2. Indonesia
■ The Fashion Education Center Established Under the Triangular (Public­
Private­Academy) Cooperation between Korea and Indonesia (Bandung
Institute of Technology, October 5, 2016)

Ÿ The Bandung Institute of Technology, which will lead the fashion industry in So
utheast Asia, was established. The “Young Creator Indonesia Fashion Institute” h
ad its opening ceremony to strengthen Indonesian young people’s capabilities for
self-reliance as well as to encourage the mutual growth of the Korean fashion i
ndustry and the Indonesian fashion industry. This project is a social contribution
project carried forward to develop fashion talents under the triangular cooperatio
n among the government, the private sector, and the academic community in Ko
rea and Indonesia as a follow-up measure of the Memorandum of Understanding
(MOU) on the “Cooperation in the Creative Industry Field” concluded between t

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 he Ministry of Culture, Sports and Tourism of the Republic of Korea, and the C
reative Economy Committee of the Republic of Indonesia.

Ÿ A lot of celebrities, including the first class, and 120 Hallyu fans in Bandung a
ttend the opening ceremony of the center to dignify the ceremony.

Ÿ Yeong-Jin Gwak, the Chairman of the Korea Foundation for International Culture
Exchange; Boy Berawi, the Assistant Deputy Minister of the Creative Economy
Committee of the Republic of Indonesia; Kadarsah Suriyadi, the President of the
Bandung Institute of Technology; Tae-Jin Kim, the Korean Minister to Indones
ia; Seok-Ki Kim, the director of the Indonesia Korean Cultural Center; Kang-
Hyeon Lee, the Vice Presi
Scenes of the Opening Ceremony, the K-Lounge,
and the Fashion Education Center dent of Samsung Electroni
cs Indonesia, and others.

Ÿ K-Lounge, a Hallyu exper

ience space established wi
th the center, was prepare
d through the cooperation
with the local corporation
of Samsung Electronics. It
is expected to be used as
a reception room for Hally
u fans and as a base for t
he spread of Hallyu becau
se the general public and
the students of the Bandu
ng Institute of Technology
can enter the lounge.
* Photos provided by the Korea Foundation for
International Culture Exchange (KOFICE)

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※ KOFICE
NOTE

Ÿ The opening of the fashion education center is the fruit of the accurate judgm
ent of the demand for the fashion field* and a strategic approach. The share
of the fashion field in Indonesia’s GDP was USD 15.6 billion (about KRW 19 tri
llion, 160 billion), taking the second spot after the restaurant business. The fas
hion field has been one of the most infrastructure industries since 1970. It has
generated the most profit among five creative industries (27% of the creative i
ndustry).
Ÿ Above all, this project is the result of maximizing the public­private­academy ne
twork of the two countries. The Ministry of Culture, Sports and Tourism, and t
he Creative Economy Committee of the Republic of Indonesia came forward to
obtain the approval of the center. The Korea Foundation for International Cult
ure Exchange (KOFICE), the GKL Foundation, the College of Art and Design in
the Bandung Institute of Technology, Samsung Electronics, and other companies
participated to establish a solid collaboration system.

Ÿ Furthermore, this project presents the virtuously cyclical corporate social responsi
bility (CSR) paradigm based on a creative economy, getting out of the unilatera
l CSR reaching a critical point. The previous CSR focused on one-way charity ac
tivities based on the supply of transportation, power, and clean water. On the
other hand, this project aims to strengthen the capability of the Indonesian fas
hion industry for self-reliance and to develop fashion talents in order to conside
r substantial benefits in the overall culture, society, and economy of the relevant
country.

Ÿ KOFICE plans to dispatch a “global fashion mentor group”** to Indonesia on N

ovember 28, 2016, to conduct an intensive training workshop for a week. It w
ill also provide mentoring services for Indonesian young talents every semester
until 2018. This project is expected to become a leading model of cultural pub
lic development assistance and foreign social contribution programs.
* The interest of Indonesia in the fashion industry is connected to the Indonesia
n fashion master plan (2015­2018­2025)—a Muslim fashion hub in 2015, an
Asian fashion hub in 2018, and a world fashion hub in 2025.

** A global fashion mentor group: A group of fashion experts composed of ma

ny rising experts leading the Korean fashion industry such as Designer Mu-Su
Kwon, Director Yu-Gyeong Choi (the director of W, a fashion magazine), De
puty Editor Hyo-Jin jeon (LEON Magazine), General MD Na-Mi Yun (Lotte De
partment Store), and General MD A-Yeong Cho (WIZWID)

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 III. Hallyu Trend by Region – Americas

1. Brazil
■ “Meet Up Korea,” a Field of Korean Cultural Experience (New York, USA,
October 12, 2016)

Ÿ KLCAM,* an American Hallyu organization, had recently hosted “Meet Up Kore

a,” a Korean cultural experience event. This event was sponsored by the Korea
Foundation for International Culture Exchange (KOFICE). About 40 people, inclu
ding the existing members and New Yorkers who wanted to experience Hallyu,
participated in this event.
Ÿ The representative holiday food of Korea and the United States were shown in
this event. Participants had the opportunity to experience a variety of Korean fo
od, such as songpyeon (half-moon–shaped cake), pajeon (green onion pancake),
and sikhye (sweet rice drink), whereas they tried turkey, a representative Than
ksgiving food, with gravy sauce.
Ÿ O-Bi Lee, the president of KLCAM, and Nelly Antoine stated the future directi
on of Meet Up Korea, a Korean language exchange organization: “We will spread
out the field of mutual exchanges through various Korean and American cultural
experiences.
* KLCAM (Korean Language and Culture Exchange in Midtown NYC): An organization establis
hed in 2014 based on New Yorkers interested in Hallyu and overseas Koreans. It had hoste
d a total of 147 Meet Up Korea events on various topics, from bibimbap (warm white rice
topped with several vegetables) to K-Pop. (Website: http://www.meetup.com)

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 Various Sides of “Meet Up Korea”

* Photos provided by Ki-Hyang Kang, a New York correspondent, Korea

Foundation for International Culture Exchange (KOFICE)

2. Canada
■ Korean Fusion Food Localized in Canada Are Popular with Many Other
Races (October 18, 2016)

Ÿ As people have continuously been exposed to Korean food through media, the d
emand for Korean food has spread throughout North America, including Canada.
It is estimated that there are about 200 Korean restaurants in Toronto, Vancouv
er, and Montreal, the cities in which Korean people are concentrated. The custo
mer base has since grown from just Koreans, such as overseas Koreans, sojourn
ing employees, and Korean students studying abroad, to other races such as Chi
nese, Filipinos, and Canadians.
Ÿ Localized Korean fusion food are popular in addition to the existing Korean food
such as bibimbap, bulgogi (sliced and seasoned barbecued beef), and samgyupsal
(Korean bacon). Subway, a global sandwich franchise, offered a Korean-style stir
-fried spicy pork sandwich as a summer special sandwich for this year. Acadia
Restaurant, which is located in New Brunswick, one of eastern Canada’s maritim
e provinces, offered bulgogi pizza to captivate the taste buds of local residents.

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 Subway and Acadia Restaurant Offering Korean Fusion Food

* Photo: Subway * Photo: The Korea Times Daily, Canada

※ KOFICE NOTE

ü The immigration policy to accept more immigrants, carried forward by the Liberal
Party of Canada, which came to power at the end of 2015, has led people’s int
erest in Korean culture and food with the growth of the Asian population in the
locality. For example, local residents comprised about 70% of the 20,000 visitors
who participated in the “Korean Harvest Festival” held in Toronto in September 2015.

ü Ethnic food using the traditional ingredients and recipes of Korea and Asian cou
ntries are expected to become highly popular in accordance with this trend. The
Embassy of the Republic of Korea in Canada run Korean cooking classes for local
chefs to spread Korean food in the kitchen of Delta Hotel in Ottawa.

ü On the other hand, there are a number of limitations to the spread of Korean
food in Canada. The popularity of Korean food is restricted to some young people
(Korea Trade Center (KOTRA) in Toronto, 2016). It is necessary to make an effort
in order to expand the age range of people who consume Korean food through
the activation of excellent Korean agricultural food export fairs, Korean food wor
kshops, and Korean food tasting experiences.

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 IV. Hallyu Trend by Region – Europe

1. United Kingdom
■ The 4th World Congress for Hallyu Held to Discuss Hallyu in Orleans
College, the University of Oxford* (Orleans College, University of Oxford,
September 26­28, 2016).

Ÿ What does the letter “K” in “K-pop” stand for or what does the “Han” in “Hallyu”
mean? The World Association for Hallyu Studies, and the Korea Foundation for
International Culture Exchange (KOFICE) held the World Congress for Hallyu to
seek the identity and development direction of Hallyu in the world.

Ÿ A total of 67 scholars, college, and graduate students from 14 countries all over
the world participated to make presentations and conduct discussions. A total of
62 college and graduate students from 18 countries participated in the Hallyu
paper, essay, and video contests to prove high international interest in Hallyu.

Ÿ This congress consisted of eight sessions such as K-Pop, literature, food, fandom,
and the entertainment industry. In particular, authorities in the field of literature,
such as Deborah Smith, the translator of The Vegetarian, a novel that won the
2016 Man Booker International Prize and Novelist Min-Gyu Park participated
in heated discussions.

The Scenes at the 4th World Congress of Hallyu

* Photos provided by the Korea Foundation for International

Culture Exchange(KOFICE)

Ÿ Scholars maintained that it would be required to redevelop and re-create Hally

u in order to add global universality for the continuance and expansion of Hally
u, mentioning that the letter “K” in “K-cultural products” had the originality an
d uniqueness of Korea. In particular, they mentioned that it would be necessary

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 to make the brand affect the letter “K” to create brand value.

Ÿ An official of the congress stated, “It was found that there are numerous differ
ences in Hallyu-related research topics and views between Korean and foreign
scholars. While foreign scholars focused on an analysis of the Hallyu phenomen
a and their causes, Korean scholars placed an emphasis on the establishment of
strategies for the promotion of the Hallyu industry. Considering these differenc
es in research trends, the diversity and quantitative growth of Hallyu-related r
esearch in Korea and foreign countries can be expected.
* Jointly supervised by the World Association for Hallyu Studies, the Korea Foundation for In
ternational Culture Exchange (KOFICE), and the Institute of Hallyu Convergence Research
(Korea University), and sponsored by the Ministry of Culture, Sports and Tourism; the Mini
stry of Foreign Affairs; Samsung Electronics; KT; PNS Networks; KP Communication; SM En
tertainment; and TNS Korea

■ Arirang TV Officially Made Inroads in the UK Market for the First Time
in the History of Korean Broadcasting (September 27, 2016)

Ÿ Arirang TV established a decisive bridgehead to make Korean culture, economy,

and others known in Europe. Arirang TV, an international foreign language netw
ork based in Korea, started HD broadcasting for 6.6 million households through
UK satellite platforms such as Sky UK and Freesat.

Ÿ It achieved a great result in advancing to the United Kingdom in the aspects of

the expansion of the right to watch TV and the number of viewers. Individuals
had to purchase antennas and receivers separately to watch Arirang TV. Howev
er, now viewers can watch Arirang TV through local satellite broadcasting. In p
articular, it is a notable achievement to be able to estimate the number of vie
wers. The United Kingdom was included in the service area of Arirang TV. In
the past, however, it was impossible to estimate the number of viewers as Ari
rang TV did not broadcast over local satellite platforms.

Ÿ Arirang TV expanded on its Hallyu content in its 2016 fall TV scheduling. Styl
ecast, which broadcasts every Wednesday at 06:30 p.m. has introduced Korean
beauty care and fashion, such as imitating celebrity makeup looks, through onlin
e streaming services. ArTravel is a documentary related to Korean tourism vie
wed by foreign artists. Famous foreign artists, such as a painter, a musician, a
dancer, and others, travelled around the country to reinterpret the beauty of ea
ch area. Arirang TV has also introduced a variety of programs, such as Tour v
s. Tour Season 2, a Korean comparative tourism experience program; Find Kor

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 ean Culture Manias; Arirang Odyssey, a fusion Korean music program; and othe
r programs, to revitalize Hallyu-related industries and do overseas promotional
activities.

Ÿ Arirang TV started broadcasting all over United States in 2014; joined the UN
Channel in 2015; and expanded its broadcast range through KBRO (a Taiwanes
e cable provider), TFN, and M-Tel (Bulgaria) in 2016. Its advancement to the
United Kingdom had paved the way for Arirang TV to become a global media o
utlet.

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