[K-Wave 3.0]③ "Popular Culture Is a Brilliant Fountain... 'Everyday Culture' Must Flow for 30 Years" [Interview]

[New Year Special] On-the-Ground Check of the Global K-Wave
Interview with Former Paris Cultural Center Director Lee Ilyeol
K-Culture Mirrors the Japanese Cultural Boom of 30 Years Ago
Relying Only on Pop Culture Success Will Not Sustain Brands
Cultivating Dedicated Korean Enthusiasts Is Key to Embedding Everyday Culture

"Popular culture can disappear quickly, like a 'brilliant fountain.' To sustain the vitality of K-brands and industries for over 30 years, we must ensure that 'everyday culture' continues to flow like groundwater."

Lee Ilyeol, former director of the French Cultural Center in Paris, shared these insights on the global sustainability of K-brands in a recent interview with The Asia Business Daily. He stated, "K-content such as BTS and Blackpink can serve as powerful entry points, but they are highly volatile," adding, "Given that the bubble could burst at any moment, the current situation is more like an extended period of infatuation." According to Lee, Paris is currently in the stage of having a favorable impression of Korean culture, and cultivating dedicated Korean culture enthusiasts will be key to achieving sustainable growth.

Lee Ilyeol, former director of the French Cultural Center in Paris, recently explained in an interview with The Asia Business Daily that while Japan's culture has been accumulated over 200 years and established itself in everyday life in France, Korea can significantly shorten that time based on its strength in digital content. Photo by Minji Lee.

At present, the Korean Wave in France is led by popular culture, including K-content and K-pop. The core consumers are young people in their teens and twenties, and their interest is spreading to their parents' generation and entire families. This represents a bottom-up diffusion, from daughters to parents and then to the whole family. During this process, French consumers' perceptions of related industries such as Korean food and beauty have improved significantly. The number of Korean restaurants in France has increased from about 100 in the past to over 400 today, and K-beauty brands are achieving tangible results by opening pop-up stores in major department stores in Paris. Premium brands such as Osulloc and CheongKwanJang are expanding their recognition, especially as gift items.

Lee sees the current K-wave as similar to the Japanese cultural boom that swept France 30 years ago. He personally witnessed, during his studies in France in the 1980s, how Japanese culture, which began with "Dragon Ball" and "Pokemon," expanded into sushi and manga culture, captivating young people in their teens and twenties at the time (now in their forties to sixties). He said, "I still vividly remember the envy I felt watching the popularity of Japanese culture 30 years ago," adding, "Now, Korean culture is permeating the daily lives of French youth with a similar intensity as Japan did back then." In fact, the Korean Cultural Center in Paris now attracts up to 1,000 visitors a day and is considered a "must-visit destination" not only for school groups from elementary to high school but also among students at France's top universities.

The key question is whether this interest can translate into sustained growth for Korean brands and industries. Lee emphasized, "The French market is not a place for short-term results, so simply bringing in products or brands based on the buzz about Korea will not lead to long-lasting success." He explained, "French consumers care less about what is being sold and more about why a brand exists here. Only when a brand is understood as part of the culture can trust be built."

He advised that for the sustainable growth of K-brands, it is important to understand what local society values and to introduce brands within that cultural context. He suggested expanding everyday touchpoints through social networking services, exhibitions, performances, and experiential content, noting, "While Japanese culture became embedded in daily life in France over 200 years, Korea can significantly shorten that timeline thanks to its strength in digital content."

Lee also stressed the importance of networking with France's elite circles, including diplomats, the cultural sector, academia, and political figures. Given the significant influence that elite cultural and intellectual discourse has on French society as a whole, he explained that it is necessary to continuously cultivate a "pro-Korean elite" through internships and academic exchanges, creating a structure in which these individuals can serve as policy and diplomatic sponsors for Korean culture and brands.

He emphasized, "France is the center of European culture, and trends formed here can spread beyond Germany, Spain, and Italy to the Middle East. Success in France therefore means the potential for expansion throughout Europe, so it is crucial to enter the French market in a smart way."