Your browser does not support JavaScript!

The Influence of K-Pop Group NewJeans on South Korean Tourism and Global Cultural Impact

GOOVER DAILY REPORT July 26, 2024
goover

TABLE OF CONTENTS

  1. Summary
  2. Appointment of NewJeans as Tourism Ambassadors
  3. Impact on Tourism Recovery
  4. Cultural Promotion and Hallyu
  5. NewJeans' Achievements
  6. Challenges in the K-Pop Industry
  7. NewJeans' Cultural Contributions
  8. Events and Performances
  9. Conclusion

1. Summary

  • The report analyzes the significant influence of the K-pop group NewJeans on South Korea's tourism and global cultural perceptions. Appointed as honorary tourism ambassadors in 2024, NewJeans has played a pivotal role in promoting South Korea's attractions and culture worldwide, contributing notably to the recovery of tourism post-pandemic. The report details the group's promotional activities, achievements, and their impact on tourism numbers, highlighting the broader socio-economic and cultural effects of K-pop and the Korean wave (Hallyu). It also compares NewJeans' role with previous ambassadors like BTS and Lee Jung-jae, underscoring the strategy of leveraging popular cultural icons to boost international tourism. Additionally, the report touches on the industry's challenges, such as accusations of plagiarism and management disputes, and emphasizes NewJeans' significant cultural contributions and achievements, including international endorsements and performances at major events.

2. Appointment of NewJeans as Tourism Ambassadors

  • 2-1. South Korea appointed NewJeans as honorary tourism ambassadors.

  • On July 11, 2024, South Korea's Culture Ministry appointed K-pop girl group NewJeans as honorary ambassadors in a ceremony at the Grand Hyatt Seoul. This appointment is part of a national drive to promote tourism, aiming to leverage the growing popularity of K-pop, also known as the Korean wave or Hallyu. Group members Minji, Hanni, Danielle, Haerin, and Hyein (who could not attend the ceremony due to health reasons) were present at the event. As honorary ambassadors, NewJeans joins a distinguished list of celebrities who have previously held this role, including 'Squid Game' star Lee Jung-jae, K-pop megastars BTS, and Premier League football star Son Heung-min. NewJeans will participate in promotional activities for a year without diplomatic responsibilities.

  • 2-2. The significance of this appointment on South Korean tourism.

  • NewJeans' appointment as honorary tourism ambassadors is anticipated to significantly boost South Korea's tourism numbers. Currently, tourist arrivals are at about 90 percent of pre-pandemic levels, with more than 11 million tourists visiting the country last year—a 245 percent increase compared to 2022. The influence of K-pop and K-drama has been a major draw, with a third of visitors citing these cultural phenomena as reasons for their travels. Culture Minister Yu In-chon expressed optimism that NewJeans' global popularity would attract even more international visitors. The group's personal recommendations for tourists, such as enjoying local cuisine and visiting traditional Korean houses (hanoks), aim to provide authentic and memorable experiences. Additionally, NewJeans' recent activities, including their sold-out debut fan meet at Tokyo Dome and their million-selling Japanese debut single 'Supernatural,' highlight their widespread appeal and potential to draw fans to South Korea.

3. Impact on Tourism Recovery

  • 3-1. Tourism Figures and Recovery to Pre-Pandemic Levels

  • South Korea has seen tourism figures recover to nearly pre-pandemic levels this year. According to various sources, tourist arrivals have reached about 90 percent of pre-pandemic levels. The resurgence in tourist numbers signifies a significant recovery in the tourism sector. This revival is attributed to the influence of Hallyu (the Korean wave), K-pop, and K-drama, which have been major motivational factors for tourists visiting the country. In 2023, more than 11 million tourists visited South Korea, marking a 245 percent increase compared to 2022 when some pandemic restrictions were still in place. Chinese and Japanese tourists made up the majority of visitors. With NewJeans appointed as tourism ambassadors, the tourism ministry hopes to see further growth in visitor numbers.

  • 3-2. Comparison with Former Tourism Ambassadors like BTS and Lee Jung-jae

  • NewJeans' appointment continues South Korea's tradition of naming popular cultural icons as tourism ambassadors. This strategy aims to leverage the global appeal of K-pop and the broader Hallyu wave to attract more international tourists. NewJeans follows in the footsteps of other high-profile ambassadors, such as BTS in 2022 and Squid Game star Lee Jung-jae in 2023. The influence of these ambassadors has proven effective in boosting South Korea's tourism numbers. For instance, BTS's appointment coincided with a marked increase in tourism, as did Lee Jung-jae's, contributing to the recovery of tourist numbers to near pre-pandemic levels. With NewJeans' rising global popularity, evidenced by sold-out events like their Tokyo Dome fan meeting and significant music sales, they are expected to continue this successful trend.

4. Cultural Promotion and Hallyu

  • 4-1. K-pop and K-dramas as Drivers of Tourism

  • K-pop and K-dramas, collectively known as 'Hallyu' or the Korean wave, have significantly boosted South Korea's tourism industry. Reports indicate that nearly a third of visitors cite K-pop or K-drama as a major motive for traveling to South Korea (go-public-web-eng-8270602190130635032-0-0). In 2023, the number of tourists visiting South Korea reached over 11 million, marking a 245 percent increase compared to 2022, when pandemic restrictions were still in force (go-public-web-eng-5619503180670381137-0-0). Popular K-pop groups and celebrities like BTS, Lee Jung-jae, and now NewJeans have played pivotal roles in this surge. The influence of K-pop extends beyond Asia, as it engages a global audience eager to explore South Korean culture firsthand (go-public-web-eng-8588178183604924376-0-0).

  • 4-2. Activities and Promotions Carried Out by NewJeans as Ambassadors

  • NewJeans were named honorary tourism ambassadors for South Korea in July 2024. The appointment is part of a strategic initiative to promote the nation’s tourism sector (go-public-web-eng-8270602190130635032-0-0). The group’s activities include creating promotional content showcasing Korean culture, food, and attractions, which are broadcasted globally, including in prominent locations such as New York's Times Square, Tokyo, and Paris (go-public-web-eng-N5531324205510192890-0-0). Members of NewJeans have shared personal recommendations for visitors, such as enjoying 'gimbap dipped in tteokbokki sauce', visiting traditional Korean houses (hanok), and embracing Korean cuisine like samgyetang (ginseng chicken soup) and mul-naengmyeon (cold buckwheat noodles) (go-public-web-eng-8270602190130635032-0-0) (go-public-web-eng-5619503180670381137-0-0). NewJeans' efforts also include hosting fan meetings and live performances, which have seen significant success, such as their sold-out event at Tokyo Dome (go-public-web-eng-N5738854569870237380-0-0). Their engagement in these cultural promotions showcases South Korea’s attractions to a global audience and helps sustain the 'Hallyu' impact.

5. NewJeans' Achievements

  • 5-1. Awards and Recognitions

  • NewJeans have garnered significant awards and recognitions since their debut. They received rookie awards and were featured in prestigious lists such as Time's Next Generation Leaders and Forbes Korea Power Celebrity 40. Additionally, IFPI named NewJeans the eighth best-selling artist worldwide in 2023. Their album 'Supernatural' debuted at No. 14 on Billboard’s 'Global Excl. U.S.' chart and at No. 25 on the 'Global 200' chart.

  • 5-2. International Collaborations and Endorsements

  • NewJeans have collaborated with and endorsed several renowned international brands, including Levi's, Coca-Cola, LG Electronics, McDonald’s, Lotte Wellfood, and Kao. These endorsements have contributed to their global influence and visibility. Furthermore, they performed at the halftime show during the Tottenham Hotspur and Bayern Munich match as part of the 2024 Coupang Play Series, highlighting their significant role in international entertainment events.

6. Challenges in the K-Pop Industry

  • 6-1. Industry Challenges: Plagiarism Accusations

  • The K-Pop industry has faced several challenges, particularly accusations of plagiarism against NewJeans. Fans expressed strong reactions by providing evidence to support these claims. There were significant discussions within the community about the appropriateness of these creative elements and whether they were improperly appropriated without acknowledgement.

  • 6-2. Industry Challenges: Management Disputes

  • Another major challenge involved a dispute between Min Hee Jin, director of ADOR, and Source Music regarding the debut and management of NewJeans. On July 15, 2024, Source Music filed a complaint against Min Hee Jin, citing issues such as the selection of NewJeans members and HYBE's support in Min Hee Jin's claim to launch the company's first girl group. This led to heated discussions online, with fans providing evidence supporting Min Hee Jin's claims and accusations of manipulation from Source Music.

  • 6-3. Socio-Economic Impacts of the K-Pop Market

  • The K-pop market has significant socio-economic impacts on both South Korea and globally. For example, the rise in tourism attributed to K-pop and K-dramas has brought substantial economic benefits to South Korea. Events and promotional activities centered around K-pop culture continue to attract visitors, thereby bolstering the country's tourism industry post-pandemic.

7. NewJeans' Cultural Contributions

  • 7-1. NewJeans' Role as Cultural Bridges between South Korea and Japan

  • NewJeans has significantly contributed to enhancing cultural ties between South Korea and Japan. Their Japanese debut single 'Supernatural' achieved notable success, marking the first time a Japanese song by a Korean artist made it into Melon's Top 10. 'Supernatural' also hit No. 14 on Billboard's 'Global Excl. U.S.' chart and No. 25 on the 'Global 200' chart. These achievements demonstrate NewJeans' capacity to blend different musical elements and appeal to a diverse audience, further solidifying their role as cultural ambassadors.

  • 7-2. Social Media Presence and Fan Engagement

  • NewJeans maintains a strong social media presence, which plays a crucial role in fan engagement and cultural promotion. A recent casual photo shared by ADOR CEO Min Hee Jin on Instagram went viral, highlighting the group's natural beauty and playful demeanor. Fans expressed immense admiration, with comments emphasizing their youthful and genuine look. This kind of engagement not only strengthens their fanbase but also enhances their influence in promoting South Korean culture globally.

8. Events and Performances

  • 8-1. Participation in major events like the 2024 Coupang Play Series

  • The K-pop girl group NewJeans performed at the halftime show during the 2024 Coupang Play Series match between Premier League club Tottenham Hotspur and Bundesliga club Bayern Munich. This event took place on August 3, 2024, at the Seoul World Cup Stadium. This game marked the first meeting between the two teams in Korea. The Coupang Play Series is an annual summer event, initiated in 2022 by Coupang, a Korean e-commerce company, inviting various European clubs and an All-Star Team K League to participate. The event was significant as it was Bayern Munich's first visit to Korea since the club was established in 1900 and Tottenham Hotspur's second appearance in the series.

  • 8-2. Significance of performances at international venues like Tokyo Dome

  • NewJeans made history by performing at the Tokyo Dome, becoming the fastest foreign artist to debut at this venue less than two years after their initial debut. Tickets for their first fan meet at the Tokyo Dome, held on June 26 and 27, 2024, were sold out within minutes. This event was part of their meet and greet titled 'Bunnies Camp 2024 Tokyo Dome.' Additionally, their Japanese debut single, 'Supernatural,' sold over a million copies by July 11, 2024, marking their fifth million-seller record.

9. Conclusion

  • The appointment of NewJeans as South Korea's tourism ambassadors underscores the growing influence of K-pop on global perceptions and the revitalization of the country's tourism sector. Their global popularity not only fosters cultural promotion but also drives substantial socio-economic benefits by attracting international visitors. The group's successful activities, ranging from promoting Korean culture through various media to engaging fans worldwide, have proven effective in sustaining and enhancing Hallyu's impact. However, the K-pop industry faces challenges, including plagiarism accusations and management disputes, which necessitate addressing to maintain credibility and growth. Moving forward, continued engagement in cultural promotions and strategic management will be crucial for solidifying South Korea's global cultural presence. The future prospects for NewJeans and similar groups remain promising, with their contributions expected to further shape the global entertainment landscape and promote South Korea as a vibrant tourist destination. Practical applications of these findings suggest leveraging the cultural influence of K-pop groups in broader marketing and tourism strategies to maximize economic and cultural benefits globally.

10. Glossary

  • 10-1. NewJeans [K-Pop Group]

  • NewJeans is a South Korean girl group known for their influence in the K-pop industry and global cultural impact. Appointed as South Korea's tourism ambassadors, they have significantly contributed to promoting Korean culture and attractions, aiding the recovery of tourism post-pandemic.

  • 10-2. K-pop [Music Genre]

  • K-pop, or Korean popular music, is a significant cultural export of South Korea. It has driven global interest in South Korean culture, significantly contributing to tourism and the country's economy. K-pop groups like NewJeans play a central role in this phenomenon.

  • 10-3. Hallyu [Cultural Movement]

  • Hallyu, meaning 'Korean Wave,' refers to the global popularity of South Korean culture, including music, TV dramas, and movies. This cultural movement has played a pivotal role in increasing international tourism and promoting South Korea’s cultural heritage.

  • 10-4. BTS [K-Pop Group]

  • BTS is a globally renowned K-pop group previously serving as South Korea's tourism ambassadors. Their influence on global music and culture has set a precedent for subsequent ambassadors like NewJeans.

11. Source Documents