South Korea’s Strategy to Sustain The Korean Wave as Soft Power in China After The Cultural Restrictions (2016–2021)

Abstract

Hallyu, or the Korean Wave, has evolved into one of South Korea’s primary soft power instruments in expanding its cultural influence globally, including in China. However, bilateral relations between the two countries experienced tension following the deployment of the THAAD defense system in 2016, which was followed by China’s cultural restriction policy (Hanhanryeong). This situation highlights a gap between South Korea’s cultural attractiveness and the political constraints it faces. It raises the question of how soft power can be sustained amid geopolitical pressures. Therefore, this study aims to analyze South Korea’s strategies in maintaining and adapting its soft power under such restrictions. This study employs the public diplomacy framework proposed by Nicholas J. Cull, which consists of five elements: listening, advocacy, cultural diplomacy, exchange diplomacy, and international broadcasting. The research adopts a qualitative approach using secondary data analysis from official reports, institutional publications, and relevant academic literature. The findings show that post-THAAD cultural restrictions did not halt Hallyu as a soft power instrument, but instead encouraged a shift toward more adaptive and collaborative strategies. Through a combination of listening, advocacy, and the strengthening of cultural diplomacy, exchange diplomacy, and international broadcasting, South Korea has been able to maintain cultural connectivity in China. Overall, there has been a transition from defending soft power to rebuilding global strategy in response to geopolitical dynamics.