“Hallyu Wave” coming to Austin

310 in the Shade
Jul 21, 2017 · 3 min read

By Carlynn Hickenbotham

When the sliding doors open, the contradicting smells of freshly baked cream buns and that morning’s shipment of catfish fill the air. A customer can be seen arguing with a vendor about a linen dress. The vendor insists in perfect Korean that her dresses are the latest fashion statement on the streets of Seoul.

That is the typical scene at H Mart, a Korean supermarket in Arlington. Another branch is scheduled to open in Lakeline early next year, finally bringing the “hallyu wave” that has been taking over most of the coastal states of America lately all the way to Austin.

A “hallyu wave” is the phenomenon that takes place when Korean culture, such as pop music, dramas and movies, washes over a country like an ocean wave. It became officially evident that America was starting to appreciate Korean music when seven-member Korean band BTS won Top Social Artist at the 2017 Billboard Music Awards in Los Angeles. This was the first time in the history that a Korean artist won an American music award, beating out nominees like Justin Bieber, Ariana Grande and Selena Gomez.

Becca Van Houten, a biology senior from the University of Texas, said that she could not contain her excitement at being able to watch her favorite group on cable television.

“The camera panned over to BTS and I literally screamed,” Van Houten said. “I like to think of myself as a silent fangirl most of the time, but I was so happy and so proud of them.”

Korean pop music in particular has spread rapidly through many parts of the US. PSY’s song “Gangnam Style” was number one song on the US iTunes chart when it debuted back in 2012. More recently, BTS’ song “Spring Day” rose to the top 10 on the US iTunes chart within a day. Their album, “You Never Walk Alone,” also made it to the top 10 albums on the US iTunes chart.

Shakeel Jessa, a mathematics junior at the University of Texas, said that he first started listening to Korean music when he was introduced by some friends in Georgia last month.

“I definitely wasn’t that exposed to it that much, even though I knew about it,” Jessa said. “Then I went to Atlanta, and Korean music was being played in coffee shops and convenience stores and there were Korean posters hanging up outside of building. It was really, really cool.”

Texas is also embracing the spread of Korean culture either. The H Mart being built in Austin is already the third branch of this Korean franchise in Texas, the other two in Houston and the Dallas area.

Sally Kwon, a nursing junior at the University of Texas, said she is very relieved that an H Mart is at last coming to Austin. It’s not just because of the food.

“I don’t have much interaction with Korean people unless I actively seek it out,” Kwon said. “Otherwise, I am completely isolated as a Korean.”

Chelsea Butler, a public relations transfer at the University of Texas in Arlington, said she is looking forward to the spread of Korean culture because it will make it easier for American fans of Korean idols to purchase merchandise. She has been listening to Korean music for more than seven years.

“It’s becoming more accessible to get Korean CDs and posters,” Butler said. “But I think it still has a long way to go before it becomes commonplace.”

According to a Harvard Business Review article written in 2016, America’s obsession with Korean music that led to the rapid spread of its culture was not an accident but rather a plan. Through carefully selecting talent from different countries, closely managing consumer relationships through social media and creating localized merchandise to sell, Korea has manufactured a highly addictive music industry.

Javier Saenz, an American English teacher in Yangsan, Korean, was first exposed to Korean music when he moved to Korea last year. He said that it was not surprising that there are so many Americans who listen to this music because of America’s tendency to create small but powerful groups of fans in cities.

“I think the way Japanese anime found a niche within the states is similar to what happened with some aspects of Korean culture,” Saenz said.

Van Houten said that she thinks a major factor that contributed to the spread of Korean culture was the Internet.

“I don’t think K-pop would be as easily accessible as it is if it wasn’t for things like YouTube,” Van Houten said.

310 in the Shade

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News and features on @UTAustin by @UTJSchool summer news writing students

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