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The past two decades have witnessed the remarkable success of  Hallyu , or the Korean Wave, with Korea welcoming a large influx of foreign visitors and benefiting from massive consumption of products ranging from Korean television and film, K-pop and lifestyle products. A more recent announcement by CJ E&amp;M points to an even more aggressive plan for regional ubiquity, as encapsulated by | Hallyu  4.0. Simultaneously, we have already felt some of the effect of policy changes in China - a core  Hallyu  market - as a responce to Korea's plan to deploy a Terminal High Altitude Area Defence (THAAD) system. In this sense, we see the stirrings of a clash between Korean soft power and Chinese hard power, and are uncertain who will emerge on top. This paper examines the broad success of  Hallyu  from key theoretical perspectives, while addressing linkages between Korean corporations and cultural power/influence that have led to an announcement such as Hallyu 4.0. This paper also highlights the recent to tensions between Korea and China, specifically with respect to THAAD deployment, and outlines potential implications for businesses and policymakers through preliminary scenarios.

asian international studies review

Hallyu at a Crossroads: The Clash of Korea's Soft Power Success and China's Hard Power Threat in Light of Terminal High Altitude Area Defence (THAAD) System Deployment