Korean cinema, commonly referred to as “Hallyuwood,” has experienced a remarkable surge in global popularity, particularly since the late 1990s and early 2000s. This rise to prominence can be attributed to the production of high-quality films like “Oldboy,” “Parasite,” and “Train to Busan,” which not only showcased the immense talent of Korean filmmakers but also garnered critical acclaim and recognition at prestigious film festivals around the world.
Apart from the cinematic achievements, Korean popular culture has extended its reach beyond the boundaries of its home country, captivating international audiences with its diverse offerings, including Korean dramas (K-dramas) and K-Pop music. This global phenomenon, known as the “Korean Wave” or “Hallyu,” has also made its mark in Nigeria, generating significant interest and curiosity about South Korean culture among Nigerian viewers.
The appeal of K-dramas lies in their compelling storytelling, relatable characters, and unique cultural perspectives. Audiences in Nigeria and elsewhere have been drawn to these captivating narratives, leading to a surge in popularity of Korean television shows and an increased fan base for K-Pop music in Nigeria.
With the expanding global demand for Korean cultural products, the distribution of Korean films and dramas has also widened its reach to encompass Nigerian audiences. Both traditional cinema releases and digital streaming platforms have facilitated the accessibility of these cultural exports, allowing Nigerian viewers to experience Korean storytelling, themes, and cinematic styles firsthand.
“Gangnam Style” by PSY, a South Korean pop song released in 2012, achieved extraordinary global recognition and popularity. Its influence transcended borders and had a significant impact on various countries, including Nigeria.
The song’s immense popularity globally was characterized by its viral success as the first YouTube video to surpass one billion views. Its catchy tune, quirky dance moves, and amusing music video resonated with people from diverse cultures and languages, breaking down international barriers. This unprecedented success introduced many to Korean pop culture and fueled a growing interest in South Korean music, dance, and entertainment in Nigeria.
Nigeria was not immune to the “Gangnam Style” phenomenon. The song’s infectious rhythm and dance moves captivated Nigerian audiences, with many joining in the “Gangnam Style” dance craze and sharing their versions on social media platforms. The song’s popularity in Nigeria contributed to a rising curiosity about Korean culture, leading Nigerian fans to explore other Korean pop songs, dramas, and films, deepening their appreciation for South Korean entertainment.
Moreover, the success of “Gangnam Style” facilitated cross-cultural collaborations between Korean and Nigerian musicians, opening doors for Korean artists to enter the Nigerian music market.
Beyond the entertainment industry, “Gangnam Style” sparked discussions about cultural exchange and the power of internet virality in shaping global popular culture. It served as a memorable moment of connection between South Korea and Nigeria, emphasizing the ability of music and art to unite diverse communities.
Though the hype surrounding “Gangnam Style” may have faded over time, its legacy as a groundbreaking cultural phenomenon endures. Its influence on Nigeria and other countries remains a testament to the far-reaching impact of Korean pop culture and its capacity to foster cultural appreciation and global connections.
Igbinosa Joy Osarugue, A librarian who works in Tech says she was introduced to “Hallywave” in 2015. “At first I was blown away when I first watched a K-Drama as a secondary school student. At first, it was just fantasy because there was nothing about the movies I could relate to, such as the language, environments and accent. However, I noticed they were very detailed in production and sound effects, and their scripts were always properly written, with good visual effects. They were also very good looking. My biggest Movie star is definitely Lee Min Ho.”
“I loved the movies so much I began to vibe to their soundtracks, and began to download them. That’s what led to my love for K-Pop. Today, I am one of the biggest fan of the boy group BTS. I follow them religiously, because they are fashionable, good looking, are kind to their fans and they promote body positivity and self love. They also promote causes such as Black Lives matter.”
“They have also influence and improved my fashion, I love K-food and can eat Korean foods perfectly with a chopstick. My friends and colleagues say I am half Korean now. The influence of Korean Cinema on me has been therapeutic. I am confident, deliberate and intentional about life, and I am grateful for the positive vibes I have gotten from Korean movies, art and music”.
“I don’t now how to explain it, but if I am having a bad day, listening to their (BTS) songs helps improve my mood. Every member of The Army (as their fans are called) cam attest to this fact. They encourage their fans to strive for excellence and growth, and they go out of their ways to engage with fans, encourage and support them, something quite different from what most of our mainstream artists do.”
In addition to entertainment, this exchange of cultural content has also facilitated greater understanding between the people of South Korea and Nigeria. Through the lens of Korean cinema and television, Nigerian audiences have gained insights into the values, traditions, and societal norms of South Korea. Similarly, South Koreans have had the opportunity to learn about Nigerian culture, albeit to a lesser extent, through the exploration of their own films and television programs.
The influence of Korean cinema and popular culture in Nigeria goes beyond just entertainment consumption. It has also served as a source of inspiration for Nigerian filmmakers and creators. The success of Korean films, with their innovative storytelling and artistic achievements, has motivated Nigerian filmmakers to experiment with new approaches to filmmaking and storytelling, further enriching the Nigerian film industry.
It is important to note that while Korean cinema and popular culture have garnered significant attention in Nigeria, not every individual in the country may be familiar with these cultural exports. Movie preferences and cultural interests can vary greatly among different regions and demographics in Nigeria. Younger people, especially the ladies generally gravitate towards BTS and Lee Min Ho.
Korean cinema’s rise in global popularity, along with the widespread appeal of Korean dramas and K-Pop music, has left a tangible impact on Nigerian audiences. The exchange of cultural content has fostered mutual understanding between South Korea and Nigeria, while also inspiring creativity and innovation within the Nigerian film industry. As the “Korean Wave” continues to make waves worldwide, its influence in Nigeria and other parts of the world is likely to endure and evolve in the years to come.
By Abu Onyiani