When I brought up J-pop when I was teaching pop culture at an American university, a student answere..

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*It has been translated using AI

When I brought up J-pop when I was teaching pop culture at an American university, a student answered that he had heard K-pop but had never heard of J-pop. Twenty years ago, I listened to Japanese pop music more than K-pop, but I can’t help but feel a sense of change. Japanese pop music, including SMAP, Janis Jr., Amuro Namie, Utada Hikaru, and X Japan, was influential worldwide beyond Japan, and X Japan performed alone at Madison Square Garden in New York in the 2010s. But the popularity of Japanese pop music on the international stage is no longer the same.

Will K-pop become a memory of the MZ generation in 20 years like J-pop? A variety of Korean contents, including not only K-pop but also movies and dramas, even fashion and cosmetics, are gaining international popularity, but on the other hand, the greater the popularity of K-content, the greater the sense of crisis that this popularity can fade in an instant. If South Korea has been struggling to keep up with the economic, scientific and cultural levels of other countries, especially the so-called “advanced countries,” it has now changed its status to a kind of “defending champion.” It’s hard to be a champion, but it’s harder to keep the title. What we need now is to build a physical foundation and build a system that does not easily shake so that Korean pop culture can become a long-loved classic until 100 years from now, not just a temporary trend.

Currently, Korea operates 35 Korean Cultural Centers in a total of 30 countries, and these institutions play a very important role in properly promoting Korean culture there. However, considering Korea’s current economic power and cultural status, this is still far from enough. France’s overseas cultural network spans more than 140 countries and operates hundreds of related and cooperative organizations, including more than 100 French cultural centers and Alien’s Francais. Germany also operates more than 150 Goethe institutes in 100 countries. Director Bong Joon-ho also recalled in various interviews that he was influenced by French films through the French Cultural Center in Seoul when he was young. Likewise, there should be more foreign directors growing up after watching Korean films at Korean cultural centers abroad.

In addition, it is necessary to actively support the establishment of Korean Studies research institutes in various universities abroad or the appointment of new professors related to Korean Studies. At Cambridge University in England, where I work, there is only one position as a Korean studies instructor due to a lack of budget, and even this is on the verge of disappearing due to budget problems. Although Western European countries are currently not very popular internationally in the field of popular culture, it is still difficult to ignore their cultural influence because they have succeeded in such cultural institutionalization and established a strong physical foundation around the world when they have economic leeway.

Now that semiconductors are sold and shipbuilding is supported, we must do this in advance. If you try to do it later, you’ll be late.

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