The power of promoting traditional culture through Korean historical dramas.

Korean historical and period dramas are thriving.

Some of the policies implemented include selecting the top 10 exemplary traditional craft villages nationwide; training experts capable of encompassing both traditional and contemporary culture; and developing prominent traditional festivals of Korea.

From there, screenwriters and film producers have material to fully exploit the abundant resources from history and traditional culture. Historical dramas produced by South Korea quickly became a sensation throughout Asia.

In 2003, the drama "Dae Jang Geum" became the first historical drama to achieve widespread commercial success in Asia, spreading to the Middle East, America, and Europe.

Subsequently, dramas such as "Jumong" (2007), "Sungkyunkwan Scandal" (2010), "Moon Embracing the Sun" (2012), "Empress Ki" (2013), "The Masked Monarch" (2017), "Mr. Sunshine" (2018), etc., successively demonstrated the appeal of Korean historical dramas to international audiences.

Unlike Chinese historical dramas that focus on palace intrigue, South Korean dramas have created their own brand with romantic love stories and thrilling battles for power during the feudal era. Cultural critic Jeong Deok Hyun observes that, for international audiences seeking unique content, South Korean historical dramas offer many distinctive features, from the settings and costumes to the actors' appearances, all meticulously crafted and captivating.

However, some argue that fictional characters and events in historical dramas may obscure historical values, leading viewers to misunderstand the country's history. Nevertheless, Professor Park Chan-seung of the History Department at Hanyang University shares a different perspective on the role of historical dramas: “I expect historical dramas to promote traditional culture rather than history. From that perspective, even fictional historical dramas are meaningful. Films with fictional or fantastical elements can avoid distorting history or facing opposition from descendants of real historical figures. This allows filmmakers to be more creative and develop their work more broadly.”

According to South Korean media, in just a decade, global audiences have become familiar with the Joseon dynasty, its magnificent hanbok costumes, traditional cuisine, and aspects of Korean culture.

Movies are a highly profitable marketing strategy.

As movies, K-pop groups, and reality TV shows gained global popularity, audiences from many countries flocked to South Korea to experience Korean culture firsthand. The Korea Tourism Organization (KTO) quickly introduced all-inclusive tour packages that included visits to filming locations and landmarks featured in popular movies and TV dramas.

The South Korean government also quickly built and opened the "K Culture Valley" in Goyang, a Hallyu-inspired (Korean Wave) theme park worth $1.2 billion.

Prior to the COVID-19 pandemic, South Korea generated $21.5 billion from tourism, attracting a total of 17.5 million tourists in 2019. A 2019 survey by the Korea Tourism Organization (KTO) showed that total spending by tourists related to Hallyu (the Korean entertainment industry) was $1.1 billion; Hallyu-related tourism accounted for 55.3% of total domestic tourism. The cosmetics and fashion industries also experienced explosive growth thanks to the influence of top actors and celebrities.

Many Korean landmarks, such as Gyeongbokgung Palace built during the Joseon Dynasty, the over 600-year-old Bukchon Hanok Village, Deoksugung Palace, and Borinara Hagwon fields, have become popular tourist destinations after being chosen as settings for numerous hit films.

The Guardian asserts that each Korean historical drama conveys new lessons to viewers about Korean culture, history, and cuisine.