[The Heart of Middle Eastern Hallyu Saudi Arabia②] "Annyeonghaseyo" in Korean... Saudi Young Women Flock for Photos

Weekend Netflix Chart Top 10, Korean Dramas All Within Top 10
At the Center of Reform is Crown Prince Muhammad bin Salman... A Moderate Islamic Country

[Asia Economy Reporter Jonggil Lee] Oh Hyun-jeon, head of the Korea Creative Content Agency UAE Business Center, was startled at the ‘KCON 2022 Saudi Arabia with Coca’ event on the 30th of last month. He was overwhelmed by requests for photos from local young women. Each one greeted him in Korean with "Annyeonghaseyo," showing their affection.

This was unimaginable just three years ago. Women in Saudi Arabia were bound to a subordinate status. Religious restrictions enforcing gender segregation cut them off from society. Without a man's permission, they could not take any action outside the home. They had to endure a lifetime under the strict surveillance of male relatives. Karen Elliott House, former editor-in-chief of The Wall Street Journal who covered the Middle East for over 30 years, wrote the following in her book "Saudi Arabia":

"Upon reaching puberty, one must tightly wrap the body in an abaya, and to show true devotion as a Muslim, even the face must be covered with a veil. It truly makes one feel that a woman cannot survive without a man. These social restrictions apply equally to foreign women, and harassment by religious police is no exception."

Saudi Arabian woman participating in 'KCON 2022 SAUDIARABIA WITH KOCCA'
Photo by CJ ENM

The atmosphere has rapidly changed before and after COVID-19. Freedom for women to pursue higher education and careers is expanding quickly. As the government’s oil wealth allocation fails to keep pace with population growth and public expectations, many women dream of active social participation. With the spread of the internet increasing opportunities to encounter foreign cultures, voices rejecting dependency have grown louder.

The Saudi government embraces this through easing various regulations and standards. It has even lifted the long-standing ban on women driving. Since Saudi Arabia lacks a well-developed public transportation system, owning a car is essential. Issuing driver's licenses to women effectively guarantees their freedom to go out.

At the center of these reforms is Crown Prince Mohammed bin Salman. Since taking power, he has introduced a series of groundbreaking measures pursuing a ‘moderate Islamic state.’ He opened football stadiums to women and, for the first time in history, allowed women to enlist in the military.

'KCON 2022 SAUDIARABIA WITH KOCCA' [Photo by CJ ENM]

Center head Oh said, "This was the first time I saw women in Saudi Arabia not wearing hijabs," adding, "Since the Saudi government declared ‘Vision 2030,’ it has been tirelessly working to improve the quality of life for its citizens, including women." He continued, "Entertainment is at the core of these policies, and K-content stands at the forefront."

The most used OTT platform in Saudi Arabia is Netflix. Korean dramas consistently place three or more titles within the top 10 weekend viewing charts. K-pop is also very popular, commonly heard in complex shopping malls and other venues. Oh said, "Local women even memorize songs by rookie groups," and added, "Thanks to cultural affinity, preference for Korean products has also increased."

'KCON 2022 SAUDIARABIA WITH KOCCA' [Photo by CJ ENM]

High demand does not guarantee profitability. There are more factors to manage than in other countries, including cultural differences, rapid institutional changes, and political instability. The biggest source of uncertainty is legal and institutional instability. The legal system based on Islamic law often increases uncertainty in contractual relationships.

Center head Oh advised, "Practical difficulties still exist, and many cultural and religious restrictions require careful review," and offered the following advice:

"To reduce risks, measures should be prepared in advance to handle disputes with Saudi parties (corporations). Only by always recognizing the persistent political, religious, and legal risks can one achieve the desired results."