The New Korean Wave in the Middle East and Its Role in the Strategic Approach to Medical Tourism in Korea

Suwan Kim

DOI: https://dx.doi.org/

Abstract

The “Korean Wave” (known as Hallyu in Korean) describes the phenomenon whereby aspects of Korean culture have become popular globally. By conducting a cross-cultural analysis, this study identifies the status and shifts of Hallyu in the Middle East, and analyzes the factors that have helped it spread successfully. This paper also seeks a strategic approach for evaluating the role of the new Korean Wave in the Middle East. The number of Middle Eastern patients and families visiting Korea for medical tourism has risen rapidly in the past few years. Medical tourism from the Middle East is expected to grow, improving Korea’s reputation in the region and generating financial gain. The results imply great potential for establishing a new Korean Wave beyond the present scope.


Keywords

cross-cultural understanding, Hallyu, Korean drama, Korean Wave, medical tourism, Middle East

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Kritika Kultura
Department of English
School of Humanities
Ateneo de Manila University

The Philippine Commission on Higher Education (CHED) declares Kritika Kultura as a CHED-recognized journal under the Journal Challenge Category of its Journal Incentive Program.

International Board of Editors

Jan Baetens
Professor
Faculty of Arts
Katholieke Universiteit te Leuven (Belgium)

Joel David
Professor of Cultural Studies
Inha University (South Korea)

Michael Denning
Professor of American Studies and English
Department of English
Yale University (US)

Faruk
Faculty of Cultural Sciences
Universitas Gadjah Mada (Indonesia)

Regenia Gagnier
Professor of English
University of Exeter (UK)

Leela Gandhi
John Hawkes Professor of the Humanities and English
Brown University (US)

Inderpal Grewal
Professor of Women's Gender and Sexuality Studies
Professor of South Asian Studies, Ethnicity, Race and Migration Studies
Yale University (US)

Peter Horn
Professor Emeritus and Honorary Lifetime Fellow
University of Cape Town (South Africa)
Honorary Professor and Research Associate in German Studies
University of the Witwatersrand (South Africa)

Anette Horn
Professor of German Studies
University of the Witwatersrand (South Africa)

David Lloyd
Distinguished Professor of English
University of California, Riverside (US)

Bienvenido Lumbera
National Artist for Literature
Professor Emeritus
University of the Philippines

Rajeev S. Patke
Director of the Division of Humanities
Professor of Humanities
Yale NUS College (Singapore)

Vicente L. Rafael
Giovanni and Amne Costigan Endowed Professor of History
University of Washington (US)

Vaidehi Ramanathan
Department of Linguistics
University of California, Davis (US)

Temario Rivera
Professorial Lecturer
Department of Political Science
University of the Philippines

E. San Juan, Jr.
Philippines Studies Center (US)

Neferti X.M. Tadiar
Professor of Women’s, Gender, & Sexuality Studies
Barnard College (US)
Director of the Center for the Study of Ethnicity and Race
Columbia University (US)

Antony Tatlow
Honorary Professor of Drama
Trinity College Dublin (Ireland)