Since 2000, the popularity of South Korean popular culture known as Korean Wave or Hallyu has increased significantly in Southeast Asia. The Korean Government now recognizes cultural industries as one of the top key industries of the nation. The purpose of this paper is to review the cultural export promotion policies of the South Korean Government which are the basic backgrounds of the spread of Korean Wave, and to investigate how Korean Wave is being accepted and developed in Southeast Asia by drawing on the examples of Vietnam and Thailand. Among many genres, such as music and film, this paper focuses on Korean TV dramas as they are the most important driving force in the Korean Wave industries. By examining push and pull factors in both importing and exporting countries, it indicates that in Vietnam and Thailand, the carefully-planned strategic economic support of the Korean government for these industries and the rapid expansion of multi-channel TV and multi-media industries, which are in want of attractive content, are the most important factors that have contributed to the Hallyu expansion.

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