1. DUCNA-BA00274
CASE STUDY Page
FPT UNIVERSITY
2013
INDIVIDUAL ASSIGNMENT:
THE EFFECT OF KOREAN CULTURES ON
VIETNAMESE CONSUMER’S BEHAVIOR
LECTURER:PHẠM VŨ THUỲ CHI
STUDENT: NGUYỄN ANH ĐỨC
ROLLNUMBER: BA00274 CLASS: BA604

2. DucNA-BA00274
CASE STUDY Page 1
ver the past few
year, the Korean‟s
Culture has been
increased dramatically in
over the world, specially in
the Asian countries such
as Viet Nam, Thai Land,
Indonesia,.. and immense
popularity in China,
Taiwan, Hong Kong. The
Korean‟s culture was
appeared in a lot of news
and magazine, it has
recognized the rise of
Korean popular culture.
Korea has been
responsible for a television
phenomenon known as
"Hallyu" -- often called the
Korean Wave - including
television dramas, movies,
pop songs and their
associated celebrities -
with a number of dramas,
including "Autumn Fairly
Tale," "Winter Sonata" and
"Daejanggeum" ("Jewel in
the Palace"). Its popularity
has spread to a number of
East Asian countries,
including Vietnam
Moreover, the music idol
from South Korea make
the Vietnam‟s younger
generation being crazy
day by day, in our daily
life. Therefore, the across
culture was affect in the
Vietnamese consumer‟s
behavior. This case will
give the reader the
information and the
analyst of the author about
the effect of Korean
culture on Vietnamese
Consumer‟s behavior.
o begin with, the
Korean wave is
indebted to the media
liberalization that swept
across Asia in the 1990s,
and in the early 2000s in
Viet Nam. After the film
about the love story
"Winter Sonata" broadcast
nationally on Vietnamese
television in the early
2000s, Korean dramas are
even more popular than
the Chinese Film ( which
is very popular with the
Vietnamese because of
China and Viet Nam are
neighbors, Viet Nam is
influenced significantly by
Chinese culture, which
took root during the long
Chinese occupation ). Just
like that the Korean
dramas became a big hit
in Viet Nam, Korean
dramas rapidly gained
airtime on television
channels, from the North
to the South. At least four
to five Korean dramas are
broadcast every night,
Korean Film was become
the inspirit food of
Vietnamese. The number
of Korean dramas have
been increase quickly with
the series long episodes,
such as: Model, Brother
Doctors, Autumn Heart,...
The reason of quickly
increasing come from the
the cheaper Korean
programming; Korean
television dramas were a
quarter of the price of
Japanese ones, and a
tenth of the price of Hong
Kong television dramas as
of 2000 (Lee, 2003)
Profit of Korean
television programming
exports (Ministry of
Culture and Tourism,
2004).
Moreover, in the few year
the strong appearance of
the Kpop ( Koran Pop ) is
became the new trends of
the Young Vietnamese‟s
generation, when the
younger spend too much
time and money to OWN
and TOUCH their idol.
$-
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
$35.00
$40.00
1999 2003
$12.
70
$37.
50
Increasing from exporting
Korean Program
O
T

3. DucNA-BA00274
CASE STUDY Page 2
he Economic
Renovation launched
by the Vietnamese
Government in 1986 did
not only transform
Vietnam from one of the
world's poorest countries
in the 1980s, to one of the
most successful countries
in the world in terms of
economic growth, but also
had important impacts on
Vietnamese
media. Vietnamese
audiences, who found it
difficult to subscribe to a
newspaper in the
subsidized period, started
to enjoy a wide range of
choice in the media, both
domestic and international
channel. In addition, the
policy to develop the
culture exchange between
Viet Name and Nationals
in over the World which
has been the another
culture easy to come with
the Vietnamese by the
movie, song,.. At that
time, the activities to trade
the culture was motivate
except the depraved
cultural products and the
violent. However, it time
for the Government to
change the policy when
the trend of Korean idol
are become a aches
phenomenon in the social.
long with the growing
rapidly, and the
spreading strongly
the Korea Culture was
make the marks in the
Vietnamese. As the media
is said to play a central
role in shaping socio-
economic structures,
cultures and development
dynamics, and to change
cultural and political views
worldwide. As mentioned
previously, as Korean
dramas, Kpop,.. are very
popular in Vietnamese
media and Korean culture
and products have had
significant impact on
Vietnamese. Therefore,
that critics are concerned
that the spread of Korean
popular culture could strip
away the consumer‟s
behavior of Vietnamese.
It is real that, the factor
which effect to the
consumer‟s behavior is
that:Cultural (Subcultures
),Religion(Christianity,
Hindu, Muslim, Sikhism,
Jainism…etc.),Status
(Upper Class, Middle
class and Lower Class),
Gender (Male/Female). It
is easy to realize that the
Culture has the one of
the main factor effect to
the consumer.
To make clearly the
problem, I have an
analysis so I found a
short question in a
news paper has a
good reputation, the
question is
"Why do you like
Korean movies, what
do you focus on the
movie?",
72% of those
surveyed said that the
beautiful actress, or
T
A

4. DucNA-BA00274
CASE STUDY Page 3
content. The majority of
female students Lac Hong
University of objects
surveyed said love movie
actress Song Hye Kyo in
Full House, thus imitating
the hairstyle, women's
costumes this member.
55% of young workers
surveyed said they imitate
the actor Yang Dong Gun
in the film Brothers doctor.
(Đồng Nai News Paper,
2012.).
Moreover, Today, the
street or in crowded
places, even in the
workshop, factory or
university lecture halls,
people are very easy to
see the hair, clothing,
jewelry, utensils, makeup
like Korean actor.
According to the analysis,
the number of 82.77% of
young people under 30
years old said that Korean
fashion is their favorite
style, 64.19% prefer to
use Korean cosmetics,
62.84% prefer Samsung
phones. Nearly 52% of
the surveyed also said
they would choose South
Korea as a place to travel
if selected. This is a
consequence of the
favorites to follow, a
secret weapon and very
successful of Korean
culture Entertainment.
When people see a lot of
Korean dramas they will
become love and want to
follow it, the movie of
Korea show the daily of
the Korean with their
facilities, with their
costumes, their smart
phone ,..etc. The
Vietnamese consumer will
feel intimacy with the
background of daily life in
Korea, so they have the
trend to do the same with
the things which they see
in the Television. In fact,
the sales of LG (
household appliances
Brand from Korea ) the
wash machine was sale
2.25 million products in
2011 ( Bao moi, 2011).
The Viet Nam market is
become a good market for
the company from Korea.
It is easy to realize that
the household appliances
in Viet Nam almost is the
brand come from the
Korea, such as LG,
Samsung,.. with the field
of product is Wash
machine, TV LCD,
Refrigerator, Air
condition,.. that is the
things which the
consumer always see on
the movie of Korea movie
everyday. Beside it, the
smart phone market in
Viet Nam also see the
appearance and strength
developed of the
Samsung, Sky Vegas
brand with the product:
Samsung Galaxy S3,
Note 2, Galaxy tab 2,.. the
mobile with the big
design, typically in the
cinema and the poster of
the Korean idol, the
mobile bearing essence of
Korean but it was bought
and use by the
Vietnamese with the large
number.
The Vietnamese women
is not stranger with the
brand of costume OHUI
from Korean with the
product to take care the
skin and make up,.. the
beautiful face of Korean
actress is a perfect
opportunity to advertise
their product to
Vietnamese consumer. Of
course the consumer will
believe that they will own
the good skin like the
actress on TV.
The fans of Korean Idol
Kpop is also the good
sales of Korea. Let‟s take
an example in fact that,
many millions CDs of
Korean Kpop bands was
sold in VietNam, it mean
that the fan in Viet Nam
spend billions VND for the
Kpop bands. Beside it, the
fans also buy the tickets
of all concepts their idols
perform or appear to see
and scream the idols
name. It also make the
Korea became the
country have been choice

5. DUCNA-BA00274
CASE STUDY Page 4
to travel for once to see
the idols.
ndeniable the
contribution of the
Korean for the
developing of Viet Nam.
The trade culture of
Korean promote the
develop of business, and
the culture exchange to
enlarge the knowledge. It
make the Vietnamese
consumer change the
behavior in the shopping,
it also make the women I
family have a lot of choice
in their decision buying.
However, the cross
culture will make the bias
culture in the youth of
Vietnamese, it could bring
the bad affect to the
youth, the Government
should have some
measures to solve and
control this issue. I hope
that after reading this
case you will have a
overview of the problem
Korean Culture effect in
the consumer‟s behavior
in Viet Nam and more
knowledge and
information about this
problem.
U

6. DucNA-BA00274
CASE STUDY Page 5
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