What Country is most searched for Movies, Music and Arts? Hint it is not Hollywood nor Bollywood

Nation branding is a multi-faceted fusion of Actions Activities and Policies. What remains stable is the emotional associations those components leave in our mind. Was it a burning curiosity that persuaded you to search for a plumed-faced Korean performing a bizarre horse-galloping dance? Then you became one of 2,6 billion YouTubers whose hearts were captured by PSY and his phenomenal mockery of Gangnam district. The Korean self-styled rapper showcases how the “soft power” can develop into the main country’s weapon that immeasurably enriches its image abroad.

Within several decades South Korea made a startling transition from an autocratic country known for banned miniskirts, long hair and rock music to a mass producer of soap operas, boy bands and catchy pop video.With tsunami warning, the Korean wave absorbed international attention and vehemently broke on the shores of India and US, beloved by movie-buffs around the world.

The Digital Country Index 2016 shows that the birthplace of Hollywood mounted 143% less international searches than K-dramas. Even the colorful Bollywood productions are not on a par getting as much as 13% less digital attention.

South Korea established the hegemony in “Movies, Music & Arts” category making entertainment industry a major tourism booster. 79% of all international searches performed about culture in Korea focus on this sector.

Meanwhile, South Korea is in active preparation for hosting the 2018 Winter Olympics that will exclusively serve to heighten people’s interest around the country. Curiously enough, another tiger named Soohorang (aka protection) is a new Olympic mascot unanimously chosen to promote the conventional image of Korean values i.e. strength, trust and uniqueness.

“It just happened”, humbly commented Psy on his unprecedented success. In the same light-hearted manner, it just happened that one of the Asian Tigers has clearly emerged as a leading cultural exporter in “Movie, Music and Arts” category. Who knows, maybe we should thank Korean world fastest Internet for spreading K-culture so fast?

Korea… A truly #DigitalCountry