DUCNA-BA00274

CASE STUDY Page

FPT UNIVERSITY

2013

INDIVIDUAL ASSIGNMENT:

THE EFFECT OF KOREAN CULTURES ON

VIETNAMESE CONSUMER’S BEHAVIOR LECTURER:PHẠM VŨ THUỲ CHI

STUDENT: NGUYỄN ANH ĐỨC

ROLLNUMBER: BA00274 CLASS: BA604

DucNA-BA00274

CASE STUDY Page 1

ver the past few

year, the Korean‟s

Culture has been

increased dramatically in

over the world, specially in

the Asian countries such

as Viet Nam, Thai Land,

Indonesia,.. and immense

popularity in China,

Taiwan, Hong Kong. The

Korean‟s culture was

appeared in a lot of news

and magazine, it has

recognized the rise of

Korean popular culture.

Korea has been

responsible for a television

phenomenon known as

"Hallyu" -- often called the

Korean Wave - including

television dramas, movies,

pop songs and their

associated celebrities -

with a number of dramas,

including "Autumn Fairly

Tale," "Winter Sonata" and

"Daejanggeum" ("Jewel in

the Palace"). Its popularity

has spread to a number of

East Asian countries,

including Vietnam

Moreover, the music idol

from South Korea make

the Vietnam‟s younger

generation being crazy

day by day, in our daily

life. Therefore, the across

culture was affect in the

Vietnamese consumer‟s

behavior. This case will

give the reader the

information and the

analyst of the author about

the effect of Korean

culture on Vietnamese

Consumer‟s behavior.

o begin with, the

Korean wave is

indebted to the media

liberalization that swept

across Asia in the 1990s,

and in the early 2000s in

Viet Nam. After the film

about the love story

"Winter Sonata" broadcast

nationally on Vietnamese

television in the early

2000s, Korean dramas are

even more popular than

the Chinese Film ( which

is very popular with the

Vietnamese because of

China and Viet Nam are

neighbors, Viet Nam is

influenced significantly by

Chinese culture, which

took root during the long

Chinese occupation ). Just

like that the Korean

dramas became a big hit

in Viet Nam, Korean

dramas rapidly gained

airtime on television

channels, from the North

to the South. At least four

to five Korean dramas are

broadcast every night,

Korean Film was become

the inspirit food of

Vietnamese. The number

of Korean dramas have

been increase quickly with

the series long episodes,

such as: Model, Brother

Doctors, Autumn Heart,...

The reason of quickly

increasing come from the

the cheaper Korean

programming; Korean

television dramas were a

quarter of the price of

Japanese ones, and a

tenth of the price of Hong

Kong television dramas as

of 2000 (Lee, 2003)

Profit of Korean

television programming

exports (Ministry of

Culture and Tourism,

2004).

Moreover, in the few year

the strong appearance of

the Kpop ( Koran Pop ) is

became the new trends of

the Young Vietnamese‟s

generation, when the

younger spend too much

time and money to OWN

and TOUCH their idol.

$-

$5.00

$10.00

$15.00

$20.00

$25.00

$30.00

$35.00

$40.00

1999 2003

$12.70

$37.50

Increasing from exportingKorean Program

O T

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CASE STUDY Page 2

he Economic

Renovation launched

by the Vietnamese

Government in 1986 did

not only transform

Vietnam from one of the

world's poorest countries

in the 1980s, to one of the

most successful countries

in the world in terms of

economic growth, but also

had important impacts on

Vietnamese

media. Vietnamese

audiences, who found it

difficult to subscribe to a

newspaper in the

subsidized period, started

to enjoy a wide range of

choice in the media, both

domestic and international

channel. In addition, the

policy to develop the

culture exchange between

Viet Name and Nationals

in over the World which

has been the another

culture easy to come with

the Vietnamese by the

movie, song,.. At that

time, the activities to trade

the culture was motivate

except the depraved

cultural products and the

violent. However, it time

for the Government to

change the policy when

the trend of Korean idol

are become a aches

phenomenon in the social.

long with the growing

rapidly, and the

spreading strongly

the Korea Culture was

make the marks in the

Vietnamese. As the media

is said to play a central

role in shaping socio-

economic structures,

cultures and development

dynamics, and to change

cultural and political views

worldwide. As mentioned

previously, as Korean

dramas, Kpop,.. are very

popular in Vietnamese

media and Korean culture

and products have had

significant impact on

Vietnamese. Therefore,

that critics are concerned

that the spread of Korean

popular culture could strip

away the consumer‟s

behavior of Vietnamese.

It is real that, the factor

which effect to the

consumer‟s behavior is

that:Cultural (Subcultures

),Religion(Christianity,

Hindu, Muslim, Sikhism,

Jainism…etc.),Status

(Upper Class, Middle

class and Lower Class),

Gender (Male/Female). It

is easy to realize that the

Culture has the one of

the main factor effect to

the consumer.

To make clearly the

problem, I have an

analysis so I found a

short question in a

news paper has a

good reputation, the

question is

"Why do you like

Korean movies, what

do you focus on the

movie?",

72% of those

surveyed said that the

beautiful actress, or

T

A

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CASE STUDY Page 3

content. The majority of

female students Lac Hong

University of objects

surveyed said love movie

actress Song Hye Kyo in

Full House, thus imitating

the hairstyle, women's

costumes this member.

55% of young workers

surveyed said they imitate

the actor Yang Dong Gun

in the film Brothers doctor.

(Đồng Nai News Paper,

2012.).

Moreover, Today, the

street or in crowded

places, even in the

workshop, factory or

university lecture halls,

people are very easy to

see the hair, clothing,

jewelry, utensils, makeup

like Korean actor.

According to the analysis,

the number of 82.77% of

young people under 30

years old said that Korean

fashion is their favorite

style, 64.19% prefer to

use Korean cosmetics,

62.84% prefer Samsung

phones. Nearly 52% of

the surveyed also said

they would choose South

Korea as a place to travel

if selected. This is a

consequence of the

favorites to follow, a

secret weapon and very

successful of Korean

culture Entertainment.

When people see a lot of

Korean dramas they will

become love and want to

follow it, the movie of

Korea show the daily of

the Korean with their

facilities, with their

costumes, their smart

phone ,..etc. The

Vietnamese consumer will

feel intimacy with the

background of daily life in

Korea, so they have the

trend to do the same with

the things which they see

in the Television. In fact,

the sales of LG (

household appliances

Brand from Korea ) the

wash machine was sale

2.25 million products in

2011 ( Bao moi, 2011).

The Viet Nam market is

become a good market for

the company from Korea.

It is easy to realize that

the household appliances

in Viet Nam almost is the

brand come from the

Korea, such as LG,

Samsung,.. with the field

of product is Wash

machine, TV LCD,

Refrigerator, Air

condition,.. that is the

things which the

consumer always see on

the movie of Korea movie

everyday. Beside it, the

smart phone market in

Viet Nam also see the

appearance and strength

developed of the

Samsung, Sky Vegas

brand with the product:

Samsung Galaxy S3,

Note 2, Galaxy tab 2,.. the

mobile with the big

design, typically in the

cinema and the poster of

the Korean idol, the

mobile bearing essence of

Korean but it was bought

and use by the

Vietnamese with the large

number.

The Vietnamese women

is not stranger with the

brand of costume OHUI

from Korean with the

product to take care the

skin and make up,.. the

beautiful face of Korean

actress is a perfect

opportunity to advertise

their product to

Vietnamese consumer. Of

course the consumer will

believe that they will own

the good skin like the

actress on TV.

The fans of Korean Idol

Kpop is also the good

sales of Korea. Let‟s take

an example in fact that,

many millions CDs of

Korean Kpop bands was

sold in VietNam, it mean

that the fan in Viet Nam

spend billions VND for the

Kpop bands. Beside it, the

fans also buy the tickets

of all concepts their idols

perform or appear to see

and scream the idols

name. It also make the

Korea became the

country have been choice

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CASE STUDY Page 4

to travel for once to see

the idols.

ndeniable the

contribution of the

Korean for the

developing of Viet Nam.

The trade culture of

Korean promote the

develop of business, and

the culture exchange to

enlarge the knowledge. It

make the Vietnamese

consumer change the

behavior in the shopping,

it also make the women I

family have a lot of choice

in their decision buying.

However, the cross

culture will make the bias

culture in the youth of

Vietnamese, it could bring

the bad affect to the

youth, the Government

should have some

measures to solve and

control this issue. I hope

that after reading this

case you will have a

overview of the problem

Korean Culture effect in

the consumer‟s behavior

in Viet Nam and more

knowledge and

information about this

problem.

U

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CASE STUDY Page 5

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