著者

佐々木 正徳

出版者

長崎外国語大学

雑誌

長崎外大論叢 (ISSN:13464981)

巻号頁・発行日

no.17, pp.189-201, 2013-12-30

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This paper comprises a translation of the "prologue" of Hallyu Forever - Hallyu Style in the World', a publication issued by KOFICE (the Korea Foundation for International Culture Exchange). Of the epic 567 pages of the original text, 24 of them have been assigned to the prologue. This paper translates the prologueincluding all tables, but excluding accompanying figures. Hallyu Forever as a whole analyzes the history and issues of Hallyu in different regions of the world, as follows: (Prologue); Part 1: China; Part 2: Japan; Part 3: Southeast Asia; Part 4: Central Asia; Part 5: United States; Part 6: Europe; Part 7: the Middle East.The main theme of the text in its entirety is how to promote national brand value through culturalproducts. Economic benefits appear to be construed as a product of national brand competitiveness, a perception which can be confirmed by reading the prologue translated in this paper. The original text focuses on how to maintain the popularity of Hallyu in the future and on how to make Hallyu a trend in as yet uncharted regions, not on an analysis such as are popular in Japan of reasons why the Hallyu movement arose. In recent years, as witnessed in "Cool Japan" strategies, it is the agenda of manydeveloped countries to connect cultural goods to enhancement of national brands. While the strategy of Korea may seem excessive to readers living in Japan, the act of relativizing the cultural strategies of Japan should prove a fruitful one.