Korean Key Factor In Selling In Taiwan

Since Korean dramas have been introduced into Taiwan for several years, some masterpiece such as Sparkle, Autumn in my heart, Winter sonata, The great Jang-geo, The palace and etc., were still memorable to the audience. Although some might observe that the heat of Korean dramas were cooling down, from the Taiwan TV/drama market, we can still feel the enthusiasm in Korean dramas and Korean idol product endorsement, which shows that Korean dramas are still enjoy a high popularity in Taiwan's TV market. South Korean fad is not only occurred in Taiwan, but also in other Asian countries. After experiencing the financial crisis in the 1990s, South Korea established the idea of "culture nation", which aimed at converting popular culture into a soft power, and to play a significant part in global impact. Korean drama is the most successfully developed industry in South Korean culture industry; also it had important implications on Korean economy.To analyze the high popularity Korean dramas had in Taiwan TV market, we may firstly look into the well-established local environment for drama production and related policies designed by Korean government. Besides, we will also analyze how plot of Korean dramas touches so many Taiwanese audiences. Furthermore, we will discuss the integrated marketing communications strategy of Korean dramas. The intuition of the report is to conduct a literature analysis study. In depth, the analysis of the development of Korean drama in Taiwan will base on cultural industry theory, cultivation theory, integrated marketing communications strategy, and cultural proximity theory.