Thanks to the aftermath of the Korean content ban, the tourism industry had been staggering from the sharp drop in Chinese visitors—so this was a rare piece of good news.
“Yes. I’m currently here in Jinhae. Behind is one of the main filming locations of the drama 〈The Great Garland〉. Normally this would be a relatively quiet season, but from last year into this year, we’ve seen a noticeable increase in foreign tourists.”
Behind the reporter on site was a location every viewer of 〈The Great Garland〉 would instantly recognize.
It was Hanamura’s house—the place where Huijae and Taeseok once spoke to each other over a wall.
All the nearby foreign tourists were wearing pink sweaters.
The very sa outfit Huijae had worn the day she first stepped out into the world.
iling (Taiwan, age 18)
“I really wanted to visit this place because I saw it in the drama. Seeing it in person is even more moving, and it makes want to co back to Korea again.”
As the interview with the delighted foreign tourist played, Director Ma nodded to himself.
“Once NetHolics opens up, they’ll be pouring in. Ah... just thinking about how much this is worth...”
Just imagining it seed to wash away his fatigue. Director Ma was once again struck by the power of culture.
The foundation.
To him, that was the essence of cultural power. The ability to change people’s hearts—hearts that wouldn’t budge no matter how much money a country poured into promotion—in just one hour.
The process behind making people willingly travel to a place they had never even heard of was complex and layered.
Search terms began to shift. Airline ticket queries surged. People visited related locations, opened their wallets, tasted the food—and eventually, found themselves falling in love with the country itself.
The influence reached even those who hadn’t co here.
An unfamiliar song playing on the street. Hashtags on social dia. A nation’s image shifting unconsciously. Everything connected.
Even pouring in astronomical amounts of money couldn’t achieve what a single song, a single drama, or a single film could so easily accomplish.
That was how the foundation changed.
Holding in his hands the most powerful weapon of the new era, Director Ma trembled at the thrill that only a hit production could bring.
Right now, the dostic market was on edge, bracing for the wave that was about to arrive.
A true global era.
Whether sothing succeeded or failed would now depend on how far it could expand overseas.
Half the industry was filled with anticipation—that they could finally create works capable of becoming hits not just across Asia, but even in the West. The other half was pessimistic, believing that if NetHolics’ capital took over Korea’s dia industry, there would be no real money left to be made.
“It’d look best if the director wraps everything up cleanly before our cutie goes into filming.”
And in situations like this, JC ENM was always the one that seized the future.
* * *
At that sa ti, Director Jegal Rok was dining with influential figures from various fields.
“These days, what is it... K-pop is really strong, isn’t it?”
“Oh dear. I’m too old to keep up with that sort of thing. You’re quite refined.”
With Jegal Rok present, it was impossible for the conversation to exclude the content industry.
As soon as 〈Youth Disqualified!〉 and 〈Unfair Trade〉 finished airing, their distribution rights were imdiately sold to Taiwan, Hong Kong, Singapore, Thailand, and beyond.
In particular, in countries where the enthusiasm for 〈The Great ✪ Nоvеlіgһt ✪ (Official version) Garland〉 had not cooled, anticipation was especially high for 〈Unfair Trade〉, which starred both Shin Seojin and Han Yeoreum.
“An actor from your agency appeared in Shim Juhwan’s new song, didn’t they?”
Naturally, control of the conversation shifted toward Jegal Rok. With impeccable, almost exemplary composure as he handled his chopsticks, he gave a small nod.
As always, his face looked tired—but his attire was perfectly symtrical down to the smallest detail.
“Yes. Have you seen it?”
“Of course! My wife is such a big fan of .”
Jegal Rok lifted his teacup and took a sip. He had a habit of leaving brief pauses in conversation.
Even though he was relatively young in this setting, he made it clear that it was no disadvantage.
“NetHolics’ head executive will be coming to Korea soon.”
With a calm voice, Jegal Rok dropped what felt like a massive stone into a still lake.
“To Korea? What for?”
“Why are they coming?”
At the ntion of NetHolics’ head executive, the atmosphere grew unsettled. Jegal Rok rely curved his lips as if it were nothing.
“The official purpose is to visit the filming site of NetHolics’ first production, 〈Seoul tropolitan City〉. But there will also be an unofficial eting with our JC.”
It was a remarkably relaxed smile.
“They’re also scheduled to visit Studio Another under JC ENM, which is producing 〈Seoul tropolitan City〉. There will be a small private dinner as well—with Ji Haebeom, Eun Baekhap, and a few others.”
Jegal Rok had kept his promise with SBC. At the sa ti, he had strengthened ties between NetHolics and JC ENM.
They had secured a broadcast partner for NetHolics’ first entry without difficulty, effectively skipping multiple stages in the process.
“Oh, and we’re planning a simple al with a few selected guests. It’s not easy to et soone like them, so we’ve arranged a very tight schedule.”
After the Korean content ban, the Korean dia industry had faltered for a ti.
There simply wasn’t another country that could replace the massive scale of investnt and export revenue.
Even without early cancellations, even with hit works that could win awards in the U.S., they still hadn’t fully recovered in terms of investnt and cost.
But if the United States entered the equation—
If it properly gave wings to content produced in Korea—
Then NetHolics would no longer be an unknown threat.
Seeing how favorable they were toward JC ENM, it was clear they could beco a highly advantageous card in many ways.
Until now, the head of NetHolics had never once visited another country to personally oversee the production of an original work.
It was an unmistakable green light.
“This eting with JC... just what exactly...”
Gulp.
Soone swallowed hard, unable to finish their sentence. Jegal Rok smiled, signaling that he couldn’t reveal more.
Instead, he dropped a single, concise hint.
“Well, AP is quite closely connected with NetHolics, after all.”
= Should we just drop Sansung and partner with AP instead? lol
Everyone quickly interpreted his aning according to their position.
“We’ll do our best, however modestly, to uphold the nation’s dignity.”
= If you get the hint, line up
Jegal Rok shifted his gaze toward soone.
The director of the Design Culture Promotion Institute, who had been listening from across the table, let his mouth fall open.
“In many ways.”
= The hanbok ambassador... it’s ti to decide, isn’t it?
The ssage Jegal Rok had thrown out was unmistakably clear.
* * *
Ergency.
That was exactly what it was.
The Culture Promotion Institute had already narrowed down two final candidates for the hanbok ambassador position.
There were several evaluation criteria, but the most decisive factor was overseas fandom.
Rather than promoting Korea to its own citizens, the goal was global advertising impact.
“What do we do?”
One candidate was a top actress of South Korea.
Eun Baekhap—whose recent unprecedented ga-hit had sent public favorability soaring through the roof.
Even beyond 〈The Great Garland〉, she was always the first actress ntioned as soone who wore hanbok beautifully. For overseas fans, when they thought of K-dramas, she was the second na that ca to mind after Hong Suryeon.
The other candidate was Do Gyeoul, who, despite her young age, was celebrating her 20th debut anniversary.
Her recent hit was a historical drama, she had frequently worn hanbok since childhood, and her public favorability rivaled Eun Baekhap’s.
“Han Yeoreum wasn’t even on our candidate list.”
Because Han Yeoreum didn’t have a strong Japanese fanbase.
Her Southeast Asian fandom showed strong engagent—high social dia ntions, high Intube views—but in terms of actual economic value, of fans traveling to Korea and generating revenue while wearing hanbok, she still couldn’t match the Japanese market.
“Her presence is boosting visits to Jinhae right now, but...”
“She can’t compete with the Japanese Hallyu fans. Not yet.”
Ordinary people could never beat true enthusiasts.
And half-hearted enthusiasts could never defeat the real ones.
The fanbases of Eun Baekhap and Do Gyeoul in Japan were built on deeply rooted, core fandoms. True enthusiasts.
“How are you supposed to beat soone who’s been in the public eye for twenty years?”
Do Gyeoul, once called a genius child, had built a character that perfectly targeted Japanese Hallyu fans.
She had debuted during the rise of an unprecedented wave—and the fandom ford at that ti had never lost a single mber.
An overwhelming level of loyalty. Sothing that could never be caught up to in the short term.
“Eun Baekhap’s debut perford better in Japan, right?”
“Yeah... it lined up with the K-pop boom back then.”
Eun Baekhap, too, had successfully entered the Japanese market during the second Hallyu wave.
She first left an impression as a pure first-love image during the height of K-pop’s explosive popularity, then followed it up with solid projects.
The reason she remained at the top—even when so of her works failed in Korea—was not just her face.
The influence of overseas fandom was far more powerful than people imagined.
Both Eun Baekhap and Do Gyeoul were exactly the kind of celebrities the Korea Tourism Organization wanted.
Especially now, when Chinese tourism had nearly vanished.
Japan was the one country capable of reigniting that level of montum.
“But shouldn’t we consider potential too?”
Soone who had been quietly listening finally spoke up.
User Comments
0 comments from readers