CJ has become a leader in all aspects of Korean culture
As the end of 2023 approaches, the demand for Korean cultural exports has reached unprecedented levels. What was once known as Hallyu, or the Korean Wave, has spread across the globe. The term itself falls short of encapsulating the intricacies of Korean exports, each having evolved significantly in form, style, branding and target demographic.
K-pop groups are boldly experimenting with new storytelling forms, while Korean content has diversified, ranging from captivating drama series to gripping variety shows. Beyond Korea, Korean food is no longer an exotic delicacy found only in distant restaurants. Products such as instant rice and even gimbap(kimbap) have gained such viral popularity that they’ve gone out of stock in some U.S. stores. With its omnipresence and soaring popularity, Korean cultural products exude the sheen of “coolness” that transcends borders.
CJ Group as a Pioneer of the Korean Entertainment Industry
CJ Group, which celebrated its 70th anniversary in November, is driving the spread of Korean cultural exports and the amplification of Korean coolness. Beginning as Korea’s first sugar manufacturer in 1953, CJ’s culture business has evolved significantly. From its early investment in Dreamworks in 1995 to the recent acquisition of the Hollywood studio Fifth Season, CJ has pursued global expansion as part of its long-term plan.
In its transformation into the innovative media conglomerate it is today, CJ has been a trailblazer in the Korean entertainment industry. This includes contributions to film production, shaping the landscape of Korean drama, movie theater distribution, launching a leading streaming service, and popularizing K-Pop through iconic live events like the MAMA Awards and KCON.
Breaking Into the Global Mainstream
In addition to action-packed blockbusters and franchises like <Dr. Cheon and the Lost Talisman>, <Confidential Assignment>, and <Snowpiercer>, CJ has elevated the status of Korean cinema by championing auteur-driven, thought-provoking films and turning them into international sensation. A prime example is Park Chan-wook’s <Decision to Leave>, which captivates audiences with its romantic fatalism beneath the veneer of a classic murder mystery.
The film transcends traditional film noir, offering a poetic rumination on the concepts of time, language, and desire as a detective pursues an elusive suspect. Filled with dreamy, fog-laden landscapes that immerse the viewers, the film at its core delves into lost meanings in translation and the poignant pursuit of truth and love through mistimed encounters, resonating with audiences universally. Following the success of <Parasite> which was awarded the Palme d’Or accolade at the Cannes Film Festival in 2019,<Decision to Leave> received the award for Best Director in 2022, further exemplifying the prestige of Korean cinema.
Pioneering Korean Variety Shows
CJ ENM has also pioneered the realm of Korean variety shows. Reality shows that follow the ordinary yet arduous act of cooking and sourcing ingredients such as <Three Meals a Day> have evolved since 2014 to inject excitement into everyday routines with diverse missions set in various locations. Examples like <Unexpected Business: In California> and <Youn Stay> explore the challenges of managing businesses abroad. The currently airing <Unexpected Business> showcases top actors continuously crafting gimbap(kimbap), a nod to the dish’s widespread popularity fueled by viral short-form videos.
Making of K-Pop: Street Dance Fighters Go Global
The immensely successful show <Street Woman Fighter> epitomizes the extraordinary within the ordinary. This dance competition show expands and elevates street dance battles to an art form, featuring creative and majestic choreographies amplified by vibrant costumes, props, and sets. From mega crew dance challenges to impromptu battles, the dancers’ ravishing productions reimagine and push the boundaries of dance. The show underscores the pivotal role that dance plays in K-pop and signals that the global hip-hop and pop dance businesses will continue to flourish.
Once seen as accompaniments to pop stars, modern dancers have become quite popular, as their dances often go viral on social media. Together with dance challenges, CJ ENM’s YouTube dance channel, “The Choom,” provides interactive ways for viewers to engage with their favorite dance crews by voting and commenting. In other words, CJ ENM not only created an entertaining show, but also achieved, as a linear network, a harmonious and effective liaison with the new media.
Creating Pop Culture On and Off Screen
Beyond the screen, dance performances and K-pop concerts invite viewers to experience the energy in person. CJ ENM’s international events, including KCON LA in August, and the recent MAMA Awards in Japan, bring together musicians and dancers for annual end-of-year performances. CJ ENM’s approach to creating pop culture extends beyond entertainment, embracing an understanding of lifestyle and culture. By innovatively engaging both traditional and new media, CJ ENM hopes to inspire new generations and generate Korean coolness.
