From BTS and Blackpink to Squid Game and K-pop Demon Hunters. Spreading beyond the Northern Hemisphere to the Southern Hemisphere, Hallyu is lifting tourism and consumption at the same time, evolving into an "export-oriented culture."

Yoon Sun-min, director of the Korean Cultural Center in Sydney, gives an interview at the ChosunBiz conference room on Mar. 13. /Courtesy of Yoon Hee-hoon

Yoon Sun-min, head of the Korean Cultural Center in Sydney, said in a recent interview, "The number of Australian tourists visiting Korea is rising quickly," noting, "Interest is expanding beyond K-food and K-beauty to literature and performances." In fact, Australians who visited Korea last year numbered about 267,000, the largest on record.

Yoon, formerly with the Ministry of Trade, Industry and Resources, graduated from Hankuk University of Foreign Studies with a degree in English and completed an MBA at Cranfield School of Management and a Ph.D. program at the KDI School of Public Policy and Management. At the ministry, Yoon built a career in trade and commerce, serving in the Northeast Asia Trade Division and as deputy commercial attaché at the Embassy of Korea in China.

We met Yoon, who returned to Seoul to attend the conference of heads of Korean Cultural Centers, to hear about the spread of Hallyu in Australia and its economic ripple effects. Yoon interpreted Hallyu from an industrial perspective of "tourist inflow and export expansion." The following is a Q&A with Yoon.

An Australian cooks Korean food during a Korean cuisine competition at the Sydney Seafood Market Cooking School. /Courtesy of the Korean Cultural Center in Sydney

─It has been two years since you took office. What are the Hallyu trends in Australia?

"In Australia, Hallyu is closer to wine that matures over time than to water that boils quickly. As locals slowly savor and explore Hallyu as a new culture, I believe they have entered a stage of naturally embracing its flavor into their lifestyles. It is a 'stage of maturity' in which it is settling in as a culture of everyday life beyond a temporary fad."

─You moved from being a Ministry of Trade and Industry (MOTI) official to heading a cultural center. There must be a gap.

"Traditional industries centered on manufacturing are important, but the K-culture industry is a rapidly growing future growth engine. Based on my experience in trade and commerce, I am focusing on connecting the spread of culture to actual consumption and exports. The goal is to link culture and industry so that it leads to practical market entry."

A banner announcing the K-wave special exhibition hangs at the main gate of the National Museum of Australia. /Courtesy of the Korean Cultural Center in Sydney

─Have there been results from that effort?

"Collaboration with the National Museum of Australia is a representative case. The museum is holding a Hallyu special exhibition, and the cultural center is participating as an official partner to run various programs. We also supported the Korean-themed menu at the museum café. In particular, at the museum's request, it is meaningful that 'Korean goods' were placed in the gift shop."

─How did the discussions proceed specifically?

"In cooperation with the Korea Trade-Investment Promotion Agency (KOTRA), we pushed to place K-goods in the shop. Products from 10 domestic small and mid-sized companies, including K-beauty, K-pop goods, and fashion items with traditional patterns, were sold, and half of them were domestic-focused firms with no export experience. By working with a local institution to showcase Korean products in a highly symbolic space, we achieved significant results."

─Is Hallyu culture widely consumed among younger generations as well?

"K-pop and K-drama have a strong fan base. In particular, the area around ICC Sydney has become a representative space where K-pop fans gather. An important change is that Korean culture is spreading into daily life. Beyond ramyeon and fried chicken, interest is growing in healthy foods such as home-cooked meals and namul, and demand is also increasing for Korean-style sauces and cooking methods."

In August last year, the Korean Cultural Center in Sydney hosted the Korean Language Immersion Day with the University of Sydney. On the day of the event, Cha Dong-min, the 2008 Beijing Olympic taekwondo gold medalist, teaches a Korean-style greeting before his taekwondo lesson. /Courtesy of the Korean Cultural Center in Sydney

─What efforts are you making to broaden the cultural base?

"We are steadily holding performances by artists with a local fan base. We introduced Korean indie bands at major local festivals, and we presented photographer Koo Bohnchang's works at the Art Gallery of New South Wales, which led to acquisitions. We are also expanding hands-on programs such as literature and taekwondo."

─Does the Australian market have unique characteristics?

"Australia has a high dependence on imports of manufactured goods, while its distribution networks are concentrated among large companies. Initial entry is not easy, but once you settle in the market, you can expect stable demand and profitability. Securing distribution channels is key."

Yoon Sun-min, director of the Korean Cultural Center in Sydney, introduces Korean culture during Korean Day, held for Lunar New Year at the home game of the top Australian professional basketball club, the Illawarra Hawks, in January last year. /Courtesy of the Korean Cultural Center in Sydney

─What are your plans going forward?

"We plan to expand beyond K-food and K-beauty into various fields such as literature and performances. Given Australians' active cultural consumption, growth potential is high. In particular, in cooperation with the Sydney Opera House, we plan to stage a Korean play in the second half. The ultimate goal is to make the cultural center recognized by locals as a 'fun playground.'"

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