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South Korea Is Using Esports To Spread Hallyu

When did K-pop become so popular?

Well, we all just got hit by the Hallyu (directly translated as the Korean Wave), which is the increase in the worldwide popularity of South Korean culture and its dissemination into the global pop culture. While it started with Korean music, the Korean government is planning to make esports as the next big Hallyu content.

Organised by Korea’s Ministry of Culture, Sports and Culture, the 2020 CAST (Connect, Accompany to Make Synergy and Transformation) project will run from September 2020 to February 2021. Its objectives are to create synergy between contents of Hallyu and other industries by encouraging domestic business to utilize Hallyu contents and by supporting small and medium-sized enterprises so that the companies can successfully challenge overseas markets through Hallyu.

Last year, the Korean government has built three new esports stadiums and created a standard contract for esports players (via The Korea Herald). Various industries such as functional clothing, waist braces and functional glasses can also collaborate with esports contents. All of this will help propel esports in the eyes of the world, while also exporting Korean culture globally.

(Image Credits: Robert Paul for Blizzard Entertainment)

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