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How South Korean culture became popular in India

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Ever since the aftermath of economic reforms in 1991, India’s ties — political and economic — with South Korea have witnessed a significant improvement. The economic relationship has got a boost with the Comprehensive Economic Partnership Agreement (CEPA). For the period January-December 2020, India-South Korea trade was estimated at 16.9 Billion USD. It would be pertinent to point out, that bilateral trade between both countries has been hovering around the 20 billion USD mark in recent years, and exceeded 21 billion USD for the year 2018. There is scope to increase the level of bilateral trade, and India has been seeking a review of the CEPA in order to bring down the trade deficit and seeking enhanced access for Indian businesses (goods and services) to the South Korean market.

The India-South Korea relationship is no longer driven only by  governments, but also people to people linkages and the increasing popularity of South Korean popular culture in India.  India’s economic reforms of 1991, and the Look East Policy initiated in the 1990’s (now referred to as Act East) gave a strong fillip to economic relations between both countries, and paved the way for enhancing the popularity of brands like Samsung, Hundai and Daewoo.  It would not be incorrect to say, that  ‘ Hallyu’/Korean wave (a term referred to the global popularity of K Pop, Korean movies and dramas) and people to people exchanges have played a pivotal role in increasing awareness about numerous Korean goods and food stuffs.  The popularity of South Korean cosmetics is reiterated by an interesting statistic – nearly 40% of Indian women said that their skin care routine consisted of 25% Korean products.

Increasing popularity of Korean products Pan India

Gurgaon (Haryana), which is in the National Capital region, is home to a large number of Korean companies and expats, and a number of authentic Korean restaurants. Korean food stuffs, and other products, especially cosmetics, are becoming more popular in other parts of the country, especially Southern Indian states like Andhra Pradesh, Telangana and Tamil Nadu, and even smaller cities in the North-Eastern region . Korean stores like Ximi Vogue (household stuff) and Innisfree (which sells cosmetics) are also drawing more customers and becoming increasingly popular. The case of Koja is interesting, Korea and Japan have collaborated in setting up this store.

An online website, Korikart has also been set up for promotion of a wide range of Korean products including beauty products, food stuffs, accessories and food and clothing. Korikart has also set up a video commerce platform – ‘Korikart TV Home Shopping’.  This platform will have videos which help in increasing awareness about Korean products and hopes to widen the consumer base of Korean goods in India.

Apart from this, there have been numerous fairs for increasing awareness South Korean Products. South Korean envoy to India, Chang Jae Bok, recently inaugurated a 10 day fair held at Select City Walk, Saket.

 With the rise of viewership of Korean dramas and movies during the pandemic (there was a 370% jump in viewership of Korean dramas, on netflix in India between 2019-2020), Korean foods such as Kimchi, along with many other snacks, and Dalgona coffee have become increasingly popular.

One item which has witnessed an increased demand is Korean noodles. According to a report, India’s import of South Korean ramen (instant noodles) witnessed a significant increase, rising nearly three fold rise between FY 20 and FY 21.

Korean brands of noodles, especially Nongshim and Samyang, are easily available at most retail stores not just in metropolitan cities, but tier 2 cities as well. Unlike other products, the demand for noodles is not restricted only to a few Indian cities. In fact, it is extremely high in North Eastern states (North Eastern region is familiar with Korean Pop, and noodles are a favoured comfort food in the region). A recent addition to South Korean noodle brands available in India is Wang Ramen ( marketed by BTN-Insulo Indian Private Limited a South Korean company with offices in Delhi and Seoul). Wang Ramen has become immensely popular due to a number of factors; firstly, the brand is reasonably priced, second while being spicy the brand also provides pure vegetarian options. While earlier Korean brands focused, or at least began by focusing, on a handful of Indian cities, Wang Ramen has been expanding its presence across the country.

  With a growing Indian middle class, which is increasingly integrated with the rest of the world – via travel, education and most importantly, technology – the demand for South Korean goods is only likely to rise in India. This demand for South Korean products is not likely to be restricted to only a few cities, in fact the purchasing power in certain tier two cities is as high, if not higher, than that of metros. There is a specific potential for South Korean food stuffs as well as snacks — specifically noodles. Reasonable pricing, effective marketing, tapping unexplored markets, and catering to local tastes is essential. Wang Ramen’s success provides a crucial template for other brands seeking to make a successful entry into the Indian market. Wang Ramen has not been shy of taking risks, but it has done so after doing a thorough study of the Indian market as well as consumer trends. A growing fascination with Korea and online platforms like Korikart have opened up new vistas which should be tapped by Korean brands.

Tridivesh Singh Maini is a New Delhi based Policy Analyst associated with The Jindal School of International Affairs, OP Jindal Global University, Sonipat, India

East Asia

Hollywood with Chinese Characteristics

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Authors: Dr. Abhishek Srivastava and Ms. Shreyasi*

Cinemas are an effective tool to project soft power and influence communities at large. A number of Hollywood production-finance firms in the last decade have seen a major rise in Chinese investments. Some of the biggest Hollywood box office hits are backed by Yuan. To maximize profit off of the Chinese domestic movie consumption market, these movies either have elements of Chinese culture or they self-censor to appease the Chinese censorship authorities. A dominant explanation to this phenomenon is that China pursues a significant influence in the American culture by infiltrating Hollywood. Hollywood itself has, through its movies, exported American values since its inception. Any impact on this industry will consequently reflect on its movie consumers eventually.

China wears the global box office crown worth $7.3 billion and reigns as the biggest movie consumer market in the world. It bounced back from the pandemic slump of 2020 and turned twice the amount of revenue only 26% less than pre-pandemic numbers. During the pandemic movie theatres all over the world were shut down, literally zeroing down the movie theatre business. China due to its regime style, somehow managed to open up theatres to some extent and garner revenues.

China opened its domestic movie market for outside films only in the 1990’s. The ever-growing domestic movie market China has made it a golden spot for foreign language films to get screen time and thereby huge returns. More and more Hollywood movies and especially blockbuster category movies are lining up to get a spot since Chinese authorities allow only 34 films per year quota to foreign language movies. This strategy along with the promise of money has resulted in Hollywood movies altering their plot, stories, scenes etc., to suite the regulations of the Chinese censorship authority. The censorship authority’s aim is to induct Chinese values and promote their ideas through the Hollywood movies. Last 10 years has culminated into an intersection of free market and Chinese censorship. This is an unprecedented path whose outcome is very unpredictable.

Another strategy is the use of China’s economic power to get into the American movie business and then trying to induct a cultural change. Los Angeles has a big presence of Chinese firms and conglomerates who have major or minor shares in big production houses or have co- financed individual movie projects. It is not only limited to production companies but theatre chains, distributing retails and public relations management companies are also being brought by Chinese firms.

Chinese Soft power and public diplomacy through movies

Joseph Nye coined the term soft power and further broadened the area of study to public diplomacy. Much of what he has written on soft power, tools used by the United States to exercise soft power is relevant even today. According to Nye, Hollywood in itself is the biggest soft power influencer of the United States. The power Hollywood movies have had on different countries through generations is incomparable.

According to Stanley Rosen, a professor of political science in University of South California and a specialist on politics in the People’s Republic of China, even after spending $10 billion year in exercising soft power, China has not been able to compete with the U.S. Chinese soft power is much more involved in dealing with the domestic crowd. Much of the soft power is controlled by the state. This does not allow a natural spurt in soft power. Successful American soft power on the other hand has largely grown away from the clutches of the government. And this is what Chinese authorities are trying to bank on.

China in Hollywood

As explained before, the Chinese production house and firms exert control by buying up screen spaces. But movies themselves self-censor to appease the censorship board of China. The aim is to make it to the list of 34 movies which is allowed screen time in the domestic movie landscape. Chinese real-estate and entertainment conglomerate Dalian Wanda Group Co. has signed a deal for a majority stake in Legendary Entertainment that would value the U.S. film and television company at nearly $4 billion. Chinese internet giant Tencent Holdings bought 10% of Skydance Media, the Hollywood company behind movie Terminator. The valuation of the deal of the production company is at approximately $1.5 billion. As part of the arrangement, Tencent and Skydance will co-finance movies, TV shows and video game projects too.

Apart from the Chinese values, an instance which shows the Chinese government’s good governance, foresight, China’s technology boom, good standard of living are expected to be shown in the movie by the producers themselves. The production houses of these movies often have Chinese co-financiers who work to make the Chinese authority happy. Any image which shows the country in a bad light is frowned upon. In the disaster movie, 2012, humanity is saved because the Chinese government had the foresight to build the life-saving arcs. In Gravity, Sandra Bullock survives by getting herself to the Chinese Space Station which was shown to be the most advanced one.

The 2006 released book titled World War Z, a zombie apocalyptic horror novel written by American author Max Brooks was adapted in a 2013 movie of the same name by the Paramount pictures production. The original plot of the book is about a global pandemic in which people infected with the virus turns into a zombie. The virus origins or the patient zero as mentioned in the book is found in China but the movie adaptation refers to the source of the virus to be in Taiwan. This allowed the release of the movie in Chinese theatres.

In 2014, hacked Sony e-mails revealed that the original script of the movie PIXELS, which was released in 2015, called for blowing up of the Great Wall of China but finally in the movie, Taj Mahal of Agra is seen being blown up. This change was done with the hope that the movie could gain access to the Chinese theatre market. Blowing up of a national heritage site was not something the audience or the national film agencies of China would have appreciated. This incident is a classic example of American movie self- censoring themselves to gain access to a huge market, thereby ensuring a decent profit margin.

Understanding how important movies are in constructing imagery, the Chinese authorities make sure the country is represented in the fairest and best way possible. This includes hand picking visuals of the country in movies, curating dialogues, altering plots, storylines and characters, changing the way the people are represented in the movies. The censorship is so strong and rigid that certain words and cases are not allowed in the movies. Issues of homosexuality, democratic values and free spirit, rejection of authority, liberty and equal rights are certain areas which are a significant part of the Western cultural discourse. Nuances regarding these issues are often put up in public discourse through movies. But when such movies are presented to the Chinese censorship for approval, scenes representing these issues are straight away omitted. This is an attempt by the authority to isolate the local population from western cultural values. A prime example is the 2018 hit, Oscar awarded movie The Bohemian Rhapsody. The movie represented the life and times of Freddie Mercury, lead singer of the British music band The Queen and a well-known member of the LGBT community who died of AIDS. The movie’s cut which was shown in Chinese theatres lacked certain sections of the cinema which talked about the lead singer’s life as a homo sexual. This takes us again to Stanley Rosen’s argument that a bigger chunk of Chinese soft power strategy is within its border for its own public. The country keeps her media in check by regulating movies, especially foreign ones.

The 1997 movie, Seven years in Tibet starring Brad Pitt, depicts China’s controversial takeover of Tibet and the harsh Chinese rule in the country. Director Jean-Jacques Annaud and stars Brad Pitt and David Thewlis were allegedly banned from even entering China.

In the May month of 2021, actor John Cena apologised publicly on Chinese social media platform for referring Taiwan as a country. The production house of the movie, Universal pictures has a long-term co-financing deal with a Chinese entertainment company called the Perfect World Pictures. The movie is backed by Chinese money which made it mandatory for the actor to publicly apologise.

The sensitivity regarding Taiwan is so much that even public acknowledgement of the island nation as a country sparks outrage and objection by China. Tibet, Taiwan, Tiannamen square, Uighur province etc. are certain sensitive issues for the Chinese. The authority does not want any incident, in real life or in movies, to happen that could legitimise their existence, both amongst the domestic and the international audience.

China’s sensitivity to Tibet could be seen in the 2016 hit movie Doctor Strange, part of the popular Marvel Cinematic Universe of the Marvel production house. The ethnicity of a major character was changed completely. In the original comic books, the Ancient one is a Tibetan character, and the studio that was making Doctor Strange changed it to a Celtic character. The movie went on to earn around $109 million in the country. Eliminating a Tibetan character is an attempt to remove the issue of Tibet from the minds of any average movie watcher.

One of the top three highest grossing films in the box office of 2022 is the movie Top Gun: Maverick, a sequel to the 1986 movie Top Gun. In the original 1986 movie, the central character of Tom Cruise’s wears a jacket which went on to become a national rage in Northern America and consequently in more English language movie watching countries. The jacket on its back had a flag patch of US, Japan and Taiwan. In the trailer for the sequel released around two years back, Taiwan’s flag, which the island country has used since 1949, was seen being replaced with an ambiguous patch. This self-censoring by the movie makers was somewhat expected by audience since the movie’s co –producer, Paramount Pictures signed on Tencent, a Chinese tech firm to co-finance the movie. The Shenzhen-based conglomerate hoped to act as an “investor and co-marketer” of the film. But things turned out to be a different when the movie was released.

How receptive is the American movie industry and consumer?

The reaction of the American audience to the trailer, specifically to the changes made in the original jacket in the movie was extremely fierce. The aware audience has somehow grown a resentment towards artistic changes and additions made to American movies, done solely to appease the Chinese authorities. The makers of the movie sensed it and reverted to the original jacket which had the flag patch of Taiwan.

The case of Chinese authorities curating American movies is seen by Hollywood stakeholders as an attempt at altering culture and value system of the nation as well as the larger audience who are American movie watchers. Another matter of concern is the literal buying up of domestic movie production and distribution houses of America by big Chinese firms and conglomerates. A law has been introduced to the US Congress, that would regulate funding of these big American production house by foreign companies. In April 2020, Republican Ted Cruz introduced a bill titled “The Stopping Censorship, Restoring Integrity, Protecting Talkies Act” that the Texas Senator described as “cutting off Hollywood studios from assistance they receive from the Department of Defence if those studios censor their films for screening in China.” The legislation, called the SCRIPT Act, was introduced in May and referred to the Committee on Homeland Security and Governmental Affairs. 2020 was also the time when tensions between the U. S. and China were at its peak and a probable trade war between the two countries was looming large.

Conclusion

Soft power is a long-term strategy which reaps benefit only in future. It’s arduous, laborious and results might not be visible instantly, unlike hard power which yields outcomes almost as soon as it is used. But when it does, it is the most profitable and significant investment a country could make in terms of both time and money. China realised this way back in the 1970s, when it mended relations with the U.S. The country has come a long way since the days when Bruce Lee’s movies were dubbed and rationalized to suit American and world audience. It is amazing to see how the world’s most powerful movie industry plays tune to China’s censorship authority’s pipe.

However, Beijing’s strategy of using money to implement soft power tactics has been unveiled. For a very long time this phenomenon was under wraps. Chinese firms pumping money in Hollywood production houses rose only post-2010 but it was done aggressively around 2015. When it comes to allowing foreign language movies to open in China, a limit of 34 movies have been posed. But these movies happen to be the biggest blockbusters of Hollywood, watched by a huge audience across globe. The impression these movies make is simply unimaginable. By censoring and planting favourable plot lines in movies, Chinese authorities intend to artificially manufacture of opinions. Off course, these opinions work in favour of the Chinese regime. This allows them to present to the world a narrative on issues close to Beijing’s heart.

*Ms. Shreyasi Post graduate Student, School of International Studies, Jawaharlal Nehru University, New Delhi

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The U.N. as a collective security says no to politicalized agenda

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Since the United Nations was founded at the end of the WWII, it has played a seminal role in preserving the world peace and international justice from time to time. Based on the U.N. Charter which champions the no-use of force and collective security, the U.N. is seen as a relatively efficient global organization of sovereign states since then. There is no question that the U.N. has historically promoted the decolonization and changes in the composition of the international community when the U.N. General Assembly adopted the Declaration on the Granting of Independence to Colonial Countries and Peoples in 1960. Since then, it is fair to say that the new states have come to end the dominance of the West which then commanded a majority of the seats in the General Assembly.

From the very beginning, a world public opinion is seen as the most potent of all forces for peace. Nowadays, it has been since more strongly developing throughout the world. In particular, the U.N. General Assembly is declared to be “the open conscience of the world as Hans Morgenthau used to argue. China has consistently and persistently championed the legitimate rights of the all states in general and the small/weak countries in particular. As Chinese government has reiterated that as the world’s largest developing country, China will continue to stand with all developing States, who are no longer the silent majority in international and multilateral processes.

Also as one of Five Permanent Members of the U.N. Security Council, China should and also must stand up to defend the sacredness of the United Nation as it is a permanent forum in which countries could come together to deliberate and attempt to resolve disagreements rather than sowing the seeds of hatred among them. In reality, the U.N. has been used properly but is also misused and even abused by some governments for the purposes of politicalizing the issues and demonizing its rivals with no moral criteria or any bottom lines. Given this, this essay argues for the necessity of preserving the sacredness and purity of the U.N. for the original goal of acting a collective security rather than unilateral tool abused by any small bloc.

Recently, China allies itself with the statement made by Eritrea on behalf of a group of like-minded countries. Chinese ambassador Geng Shuang made it clear that remedy and reparation is an important way to deliver justice, offer consolation and promote reconstruction after wars and conflicts. Deeply victimized by numerous foreign wars against China in the modern history, China has endured immense losses. Accordingly, the Chinese people and the elite empathize with the heartbreaks of war victims, and sympathize with their misery. Meanwhile, China opines that any remedy and reparation should be achieved through correct political means and legal proceedings in line with international will, fairness and justice, and the humanitarian spirit. The U.N. Security Council and the General Assembly should and can play the role as expected by the international community.

Regarding the ongoing crisis in Ukraine, China has reiterated its sincere concerns with the current situation in Ukraine and the four points about what must be done in the wake of the outbreak of the crisis and the four things the international community must do together later. It is self-evident that given a global, composite crisis in Ukraine, it is important to give serious thought to the following: first, conflicts and wars produce no winner; second, there is no simple solution to a complex issue; and third, confrontation between major countries must be avoided. China has and will continue to look forward to a resumption of peace talks between Russia and Ukraine. At the same time, it is imperative that the U.S. and its allies of the NATO and the EU should hold direct dialogues with Russia. This is the nature of classic diplomacy championing negotiation, persuasion and mutual compromises rather than driving a decisive victory in the battlefield.

Due to the discussion of China’s stances on the international issues and the role of the UN in the crises management, it is quite easy to perceive China’s refusal of the draft resolution on remedy and reparation submitted for actions of the Emergency Special Session of the U.N. General Assembly on November 16 since it has obvious flaws and loopholes and does not conform to China’s position and proposition. However, Chinese Ambassador Geng Shuang presented three points to verify the general principles and practices of the UN as a collective security forum.

First, legally speaking, China believes that the draft resolution intends to address the issue of international legal responsibility directly through the General Assembly, thereby overstepping GA’s authority. As it is well-noted that the UN Charter clearly stipulates the mandates of the principal organs of the UN and the General Assembly is not an international judicial body. Thus, it has no legal power to define and hold accountable for internationally wrongful acts. As a matter of fact, the resolutions previously adopted by the 11th Emergency Special Session of the GA do not constitute solid legal basis for remedy and reparation.

It is clear that the draft resolution aims to invoke the Articles on the Responsibility of States for Internationally Wrongful Acts to pursue accountability, yet, doing so lacks legal basis in a professional way. The aforementioned Articles are research products of the International Law Commission which is an expert body. It is not an inter-governmental treaty and not legally binding. From a perspective of international law, neither do the Articles provide legal norms to define an internationally wrongful act or determine whether such an act exists. Hence, it is not appropriate to cite the Articles to make legal determination and pursue accountability.

Second, given the fact the draft resolution intends to bless the creation, by some countries, of a mechanism for reparation and a register of damage outside the UN framework, thus it deviates from the normal practice. The above mentioned mechanisms proposed by some countries are not in the framework of the UN, not overseen by the UN, and do not report to the UN. Nevertheless, the General Assembly is requested to adopt a resolution specifically for their creation. This approach makes no sense and has no precedent in practice.

It deserves noting that the issue of remedy and reparation is of great dimensions and far reaching implications. It concerns peace and security on the one hand, justice and conscience on the other. Moreover, it concerns not only the sacredness of the United Nations, but also the justice of international rule of law. Thus, the issue of remedy and reparation needs to be presented in a legal and procedural way. Historically, countries in the world victimized by internationally wrongful acts such as colonialism, external interference, unilateral sanctions and economic blockade have the right to seek remedy and reparation. The action taken by the General Assembly today should help to provide correct guidance for the settlement of possible future claims of relevant countries for remedy and reparation. Yet, the red-line is that it should help to maintain the impartial image of the UN that treats all member states equally. It should help to ensure various UN bodies can work in concert according to their respective mandates. Regrettably, the sponsor states did not organize consultations in earnest, did not substantively respond to the concerns of member states, and instead insisted on pushing the General Assembly to take a hasty action which is totally unconstructive.

As it is well-known that the Ukrainian crisis has been ongoing nearly nine months. It has sent shockwaves throughout the world and brought more uncertainty and instability to the world. Since the crisis serves no parties’ interests including Ukraine and Russia, China has appealed to all parties concerned to return to dialogue and negotiation as soon as possible. In so doing, the international community, including the General Assembly, should work actively to this end, instead of intensifying tensions, provoking confrontation and aggravating divides. In fact, China’s position on the Ukraine issue is clear and consistent. That is to say that the sovereignty and territorial integrity of all countries must be respected and the purposes and principles of the UN Charter must be fully observed. However, the legitimate security concerns of all countries must be also taken seriously. Accordingly, China endorses the tireless work with the international community to play a constructive role in promoting the early realization of ceasefire and cessation of hostilities.

To sum up, China has no bias against any parties concerned in the Ukrainian crisis. Yet, the key is that China must act a responsible power to upload the authority of the UN Charter and the credibility of the General Assembly. Given this, China decided to vote against the draft resolution along with more than ten other countries, though they were a minority. For the end of safeguarding true multilateralism and maintaining the international rule of law and fairness and justice, China has done as it should do as always.

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Silence on Uyghurs and Kashmir: A tacit quid-pro-quo between India and China

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On the 7th of October, India abstained from voting on a resolution for “holding a debate” on China’s alleged atrocities on Uyghur Muslims in the Xinjiang region. Although, on previous occasions, India had called for the human rights of Uyghurs to be respected, and had taken note of a UN Human Rights report finding human rights violations by China; When presented with an option to finalise and consolidate its stance on the matter, India chose to abstain from voting.

In this post I argue that, India’s choice to abstain from voting against China’s alleged human rights violation in the Xinjiang province, is part of a tacit quid pro quo between the two states to remain silent on each other’s human rights violations.

Uyghurs, a Muslim ethnic community in the Xinjiang region of China, have been, and continue to be subjected to severe human rights abuses by the Chinese state. The Chinese Communist Party (CCP) has established centres which the international media has come to refer to as, “re-education centres”. At these centres the CCP works towards preventing citizens from being influenced by extremist thoughts, and to “nip terrorist activities in the bud.”

In the context of Uyghurs, a plethora of allegations have been levelled against China. These range from forced labour, illegal detention, to genocide, and may even extend to crimes against humanity. However, as discussed previously on this forum, even though the corpus of evidence on China’s violations of Human Rights against Uyghurs continue to grow, the same must be protected, and finally utilised to prove the role of the State in these human rights violations.

The Convention on the Prevention and Punishment of the Crime of Genocide (Genocide Convention), to which China is a signatory, defines genocide to include, five acts. Evidence suggests, China has violated every single clause of this article. These include, (i) killing members of a group, (ii) causing serious bodily, or mental harm, (iii) deliberately inflicting conditions of life to bring about the physical destruction of the group, (iv) imposing measures intended to prevent births within the group, and (iv) Forcefully transferring children of the group to another group. (For a consolidated list of human rights violations by China in Xinjiang, see this report by the Office of the UN High Commissioner for Human Rights)

It is therefore, shocking to see that although India continues to stand for respecting the human rights of Uyghurs, India chooses to abstain from voting on China’s alleged atrocities on Uyghur Muslims in Xinjiang province.

However, a closer study of India’s abstention on the Uyghur vote speaks volumes. India itself faces numerous accusations of Human Rights violations in the erstwhile state (and now Union Territory) of Jammu, and Kashmir. These range from civilian killings, to restrictions on freedom of expression, and many other forms of human rights violations. (A consolidated list of human rights violations by India in Indian-administered Kashmir can be found in this report)

Therefore, in light of this, India’s abstention can in many ways be seen as a quid pro quo between India, and China. China’s absolute silence on Human Rights violations by India in J&K, even in the face of growing evidence for the same, must be seen in tandem with India’s abstention at the UNHRC. Alternatively, India’s move to abstain from voting could also be a move to mollify, the ever-increasing Chinese aggression, and expansionist policies in the Indo-pacific.

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