[New Book Introduction] "BTS and Squid Game Are Not Coincidences"… Testimonies of 12 People Who Designed the Hallyu Myth

Behind the glamorous stage of K-content that has swept the world, there was a fierce struggle of invisible supporters. The new book 《The Invisible Hand That Created Hallyu》 reconstructs the history of Hallyu from the perspective of planners and practitioners who designed and supported the success, rather than the success stories of stars.

This book focuses on the value of the 'process' that has been overshadowed by the achievements of idol stars and major works. Twelve experts who have quietly worked in content export, production, policy, tourism, and research over the past 30 years vividly testify to the moments of Hallyu's birth and expansion that they experienced firsthand.

Hallyu Is Not Coincidence, But the Result of Intense Planning

The authors define Hallyu as a concept of 'emotional scenery'. It means that Hallyu is not just a product, but a comprehensive landscape created by the intertwining of social and historical contexts and human emotions. The book emphasizes that Hallyu is not a matter of luck, but the result of numerous trials and errors, rejections, and strategic choices.

This book looks at the Hallyu industry from three main perspectives.

First, it is a record of 'Field Pioneers'. It contains the behind-the-scenes stories of salespeople who ventured into overseas markets with VHS tapes when the concept of content export was still vague, and policymakers who laid the foundation of the cultural industry. Kwon Ho-jin, Deputy Director of SBS Medianet, recalls, "Hallyu is the result of the sweat and tears of those who did not give up despite being rejected over and over again."

The Strategy of 'Empathy' That Moved the Hearts of People Worldwide

Second, 'Expansion and Connection'. It shows how Hallyu has expanded beyond simple content consumption into tourism and business. Analyzing the reasons why foreigners feel Koreans are unfriendly, the case of planning the 'We Say Hello First' campaign, and the analysis of how Latin American youth discover their identity in K-pop highlight the cultural ripple effect of Hallyu.

Third, 'A New Perspective on Hallyu'. It analyzes how Hallyu is received and varied locally from the perspectives of outsiders, such as South African creators and Japanese researchers. This suggests that Hallyu is not a one-way transmission, but a culture completed through interaction with its audience.

A Guide to Opening the Future of the K-Content Industry

This book is not just a collection of success stories. It candidly captures the labor, concerns, and records of failures hidden behind the glamorous results. It presents concrete and realistic role models for industry professionals contemplating the next stage of Hallyu, as well as for teenagers and young adults dreaming of entering the K-content industry.

Shim Du-bo, a professor at Sungshin Women's University, commented, "It is an amazing record that thoroughly testifies to the evolution of Hallyu over the past 30 years in the language of the field." It will provide meaningful insights for readers who wish to understand Hallyu not as a 'completed myth' but as an 'ongoing cultural process'.

[The Invisible Hand That Created Hallyu] Table of Contents and Author Introduction

Prologue: In Search of the Hallyu Scenery We Did Not Know

First Hallyu Scenery: The Field Pioneers Who Laid the Foundation of Hallyu

• Hallyu Is Not Coincidence - Kwon Ho-jin / Deputy Director of SBS Medianet, PhD in Media Studies

• The Public Hand Behind Hallyu - Kim Hyun-hwan / Former Vice Minister of Culture, Sports and Tourism

• Creating Good Content - Hwang Dong-seop / Chairman of Big Ocean ENM

• On-Site Records of the Korean Video Industry - Lee Soo-ji / Director of Director’s Choice

 Second Hallyu Scenery: The Expansion and Connection of Hallyu

• Korean Tourism Soaring with Hallyu - Han Kyung-a / Secretary General of the Korea Visit Year Committee

• Connecting People: The Record of Business Created in the Field - Nam Hyun-jung / Director of Smart CMS Co., Ltd.

• The Perspective of a Mediator on Hallyu Scenery - Hong Seong-a / Researcher at Monash University Malaysia

• Hallyu Is Right in Latin America - Kim Kyung-hee / Producer, Former President of KBS America

Third Hallyu Scenery: A New Perspective on Hallyu

• Into the Landscape of Hallyu in South Africa - Kay Sesoko / South African Content Creator

• Why a Japanese Person Studies K-Pop - Yamamoto Joho / Japanese K-Pop Researcher

• A Sociology Student's K-Pop Research Diary - Lee So-yoon / Sociology Researcher

• The Narrative of K and My Hallyu Scenery - Bae Gi-hyung / KBS Producer, PhD in Cultural Content Studies