Title:
Korean Wave Cluster Toward Cultural Influence and Economy in Thailand
Author:
May Thu Zar Thwe
Advisor:
ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul
Degree:
Master of Business Administration
Major:
International Business Management
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
The 16th National and International Academic Conference “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 October – 1 November 2023 (pp. 578-594) https://mba.siam.edu/proceedings16/ PDF
Abstract
The “Korean Wave” or “Hallyu” refers to the global phenomenon of Korean culture’s immense popularity, including K-pop music, Korean dramas, movies, fashion, beauty, and food. With the influence of the Korean Wave, Thailand has become a significant market with a distinct cultural presence, especially among the young population. Although Hallyu is successful in many countries including Thailand, the Thai community still faces some challenges and problems such as localization, competition for local content, intellectual property rights, language barriers, fan base maintenance and development, and cultural exchange management. The primary objectives of this study were to analyze the Korean Wave cluster in Thailand, examining its influence on culture, economy, and consumer behavior. Additionally, the study aimed to identify and evaluate potential business opportunities while assessing the competitive landscape of the Hallyu phenomenon in Thailand. Furthermore, it sought to devise a strategic plan to ensure the long-term sustainability of the Korean Wave in Thailand, taking into account its multifaceted impact on culture, economy, and consumer behavior. The comprehensive cultural effects and consumer responses linked with the Korean Wave holds significance for businesses, policymakers, and interested parties aiming to leverage its potential. This research adopted the documentary research methodology for thorough data collection and applied Porter’s Diamond Analysis to examine the global success of the Korean Wave. The findings include opportunities in tourism and SME support, reinforcing the importance of factors identified in the Diamond Analysis for the Korean Wave’s global success. The study recommends a comprehensive approach for Thailand’s Hallyu cluster, emphasizing cultural awareness, market analysis, and sustainability. It underscores the necessity for enhanced global recognition in related fields.
Keywords: Korean Wave Cluster, Cultural Influence, Diamond Analysis.
Korean Wave Cluster Toward Cultural Influence and Economy in Thailand / –
6517190010 – May Thu Zar Thwe 2566 (2023) Korean Wave Cluster Toward Cultural Influence and Economy in Thailand บทความ (Paper), Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), บริหารธุรกิจมหาบัณฑิต (บธ.ม.) – Master of Business Administration, การจัดการธุรกิจระหว่างประเทศ – International Business Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), บริหารธุรกิจมหาบัณฑิต (บธ.ม.) – Master of Business Administration,การจัดการธุรกิจระหว่างประเทศ – International Business Management