In 1993, former South Korean President Kim Young-sam watched "Jurassic Park" and was struck not only by the film's entertainment value but also by its profound economic impact.
The movie's box office success and revenue from merchandise surpassed what South Korea could earn from selling 1.5 million Hyundais. This revelation underscored a transformative idea: culture is not just about enhancing the quality of life in some nebulous way, it can also create significant economic value.
Inspired by this insight, South Korea embarked on a deliberate strategy. In 1998, former President Kim Dae-jung declared himself a “culture president” and promoted the development of media and culture as the nation's leading industries for the 21st century. This eventually led to the global phenomenon we now know as the “Korean Wave” or “Hallyu.”
Everyone has heard of K-pop and K-drama and Korean movies have also gained a reputation for unique storytelling and high production values. Partly as a consequence, Korea has become a magnet for tourists.
Today, as Taiwan looks to bolster its own standing in the world, it also stands at a similar crossroads. With strategic government support and a keen focus on aligning cultural products with global tastes, Taiwan has the potential to cultivate its own cultural renaissance and unlock untapped economic (and soft diplomacy) benefits.
As an anthropologist with a broad perspective on culture, I have always been fascinated by the unique identities that define different regions. Two years ago, I embarked on a research project focusing on Taiwanese identity.
My findings reinforced what many in Taiwan already feel deeply: its culture is distinct and vibrant, and stands apart from Chinese identity. This journey into the heart of Taiwan's culture opened my eyes to its rich traditions, modern expressions, and the potential for global influence.
In this letter, I will advocate for Taiwan to capitalize on its unique cultural strengths, drawing lessons from South Korea's success while recognizing the need for tailored new strategies in today's digital and AI-driven era.
Surfing the wave
Over the past few decades, South Korea has achieved a remarkable level of cultural preeminence on the global stage. The Korean Wave was no accident but the result of strategic planning, substantial investment, and a deep understanding of global cultural trends.
The government, recognizing the economic and soft power potential of these exports poured billions into the cultural sector. Agencies were established to support and promote South Korean content worldwide.
The result? A cultural juggernaut that includes global sensations like BTS, Blackpink, and award-winning films such as "Parasite." K-dramas, with their compelling storylines and high production values, have captivated audiences from Asia to the Americas.
K-pop, characterized by its impressive choreography, and polished idols, has built a massive international fanbase. This cultural export strategy has not only brought economic benefits to South Korea but also significantly enhanced its global influence and national pride.
Taiwan, too, possesses a rich and diverse cultural heritage that is equally capable of captivating global audiences. Its unique blend of Indigenous traditions, Chinese influences, Japanese colonial history (1895-1945), and global trends creates a cultural mosaic that is distinctively Taiwanese. Also, its complicated international standing is not a hindrance in this setting, but a storytelling asset.
Yet, despite this richness of potential, Taiwan's cultural exports are not reaching the same level of global recognition as South Korea. Mandopop came and went. However, the global potential is still there, movies like “A Sun” (陽光普照) show that it is possible.
Teeing up success
I hope that before the decade is out, the world will be captivated by Taiwanese cinema, T-drama, and T-pop which will also drive tourists en masse to our island. Visitors who leave behind their money and take away the appreciation of Taiwanese culture and its unique place in the world.
In today's digital age, the barriers to entering the international market have been significantly reduced, thanks to social media and online marketing. South Korea adeptly leveraged these tools to promote its cultural content. Platforms like YouTube, Twitter, and Instagram played a crucial role in the global spread of K-pop and K-dramas, allowing them to reach millions of fans worldwide.
Taiwan can follow a similar path. By utilizing social media, streaming services, and other digital platforms, Taiwanese artists and creators can connect with international audiences directly. The rise of social media influencers and digital marketing strategies means that promoting T-dramas, T-pop, and other Taiwanese cultural products is more feasible than ever before.
Achieving the same level of success as South Korea requires substantial investment and political will. Taiwan, too, has the financial resources to invest in its cultural industries and has already made some half-hearted attempts.
Allocating funds and creating a cultural ecosystem of artists, filmmakers, musicians, and other creatives and the agencies to support them can create a thriving cultural ecosystem that will go on to generate revenue by itself in the years to come. This investment will benefit the younger generation, providing them with opportunities to pursue careers in the creative industries.
It's essential to recognize the future is not solely in STEM and programming. Betting solely on those is looking into the past.
AI will likely have a serious impact on jobs while storytelling, and artistic expression are not easily done by machines well, making the cultural sector a vital component of Taiwan's future economy. The potential rewards are immense. Cultural productions can boost its economy, and foster a sense of national pride.
Of course, several challenges need to be addressed. First, there is the issue of global visibility, as Taiwan's cultural products currently lack the widespread recognition enjoyed by their Korean counterparts. Second, limited investment and resources hinder the production and marketing of high-quality cultural content.
Third, localization and adaptation for non-Mandarin-speaking audiences present logistical and creative challenges. Fostering international collaborations and navigating the competitive global market require strategic planning and coordination.
Addressing these challenges with a focused, well-funded approach will be essential for Taiwan to achieve its cultural aspirations. Investing in culture as an export product is an investment in the future.
Decision-makers should take the time to analyze the financial commitment South Korea made in its cultural endeavors. By adjusting for Taiwan's size and economic capacity, they can determine the investment required.
Setting clear goals and benchmarks for return on investment will be crucial. Just as South Korea tied subsidies for its automotive and other industries to meeting export benchmarks, a similar approach could be applied here.
By linking financial support for cultural projects to specific performance targets, Taiwan can ensure that its investments yield tangible, measurable results. This strategy not only encourages accountability but also maximizes the potential for Taiwan’s cultural exports to achieve global success.
Everything is possible
Taiwan stands at a pivotal moment in its cultural journey- a moment rich with promise and potential. As I have pointed out above, Taiwan possesses a wealth of cultural treasures waiting to be shared with the world.
Drawing inspiration from the success of South Korea's cultural exports, Taiwan has the opportunity to carve out its own path to global recognition. The Korean Wave has demonstrated that strategic investment, innovative storytelling, and savvy marketing can elevate cultural products to international acclaim. Taiwan's future “T-dramas”, “T-pop”, and other artistic expressions hold the same transformative potential.
By investing in its cultural industries, establishing support mechanisms, and fostering international collaborations, Taiwan can enhance its global cultural presence. Through digital platforms, social media, and strategic partnerships, Taiwanese creators can connect with audiences worldwide, sharing their stories and perspectives on a global stage.
This cultural push is not just about entertainment, it's about economic growth, societal enrichment, national pride, and claiming Taiwan’s voice in world culture. Supporting young creatives, promoting cultural diplomacy, and building a strong cultural brand will not only elevate Taiwan's soft power but also strengthen its international standing.
As Taiwan strives to become a bilingual nation by 2035, embracing its cultural heritage and promoting its creative industries will play a crucial role in achieving this vision. By celebrating diversity, fostering creativity, and harnessing the power of cultural exchanges, Taiwan can inspire the world while affirming its distinct identity.
Through the art of Taiwan's cultural ambassadors -filmmakers, musicians, artists, and storytellers - let us embark on this journey together, united by a shared passion for creativity and a commitment to showcase Taiwan's unique cultural essence. The possibilities are boundless, and the time to seize them is now.
