At the time of Hallyu discourse was introduced, Hallyu used to be translated as 'Korean Wave'. Since then, ‘K’ became a convenient indicator that generalizes the personality and tendency of a special person (Korea) whose feature is differentiated and unfamiliarized. On the other hand, it can be the acknowledgment of the mainstream among strangers and implies the pride for the approval for the mainstream. But Hallyu has passed the era of being called the ‘Korean Wave’ and now being translated into the common noun, "Hallyu". This means 'K' became a distinctive and outstanding brand in the transnational discourse. Today the Korean cultural content has been recognized as a leading trend within the mainstream out of the possible outside the mainstream.

On the other hand, there is the imaginary concept of ‘we’ as one ethnic community and the signs of ‘Nationalism’ in which having the capital letter of ‘N’ in our perception and attitude of the Hallyu. This is what is beyond the sense of a healthy national pride: a sense of self-defense and contrived falsehood. This is certainly an internal enemy that prevents the spread of the coexistence of Hallyu which seeks mutually beneficial communication and enjoyment.

The abbreviation of the K-Culture Story Content Research Institute is 'KCULS'. The KCULS is a community that focuses on comprehensive, applicable, and practicable humanities as a cross-section linking culture, art, technology, industry, policy, and the public. We have a dream. We would like to lead the discourse through reliable research on individual K-content which people around the world can enjoy. We would like to articulate the dynamic change in cultural content storytelling as the media and platform evolve. We also would like to constantly design stories that have humanistic values, optimized media, and platforms while building storytelling as a post-narrative. Ultimately, while seeking the possibility of mutually-beneficial Hallyu, we promise to establish an academic community where people are all happy and enjoy along with K-content.

Ahn Soong-beum
Director
KCULS