They have more self-esteem and confidence. They know that their culture is making waves everywhere. Their football players are making names for themselves overseas. Their IT products are rocking the world. Their hip-hop musicians and songs are topping the charts in Asia. Food and other Korean things are equally popular.

"Can the Korean wave take over the world," I asked cynically.

"No, we don't have enough money," replied Hyuntaik Shin, chairman of the Korean Foundation for International cultural Exchange.

Shin knows well the potential of Korean culture because his office handles cultural exchanges between Korea and foreign countries. Last year, he invited 2,000 artistic individuals and groups to Korea. He also knows the limits of Korean cultural reach because the country has a small population base.

To export culture, he added, one must learn to pick the best content across cultural divides. "For Korean culture to prosper, it must learn from others. Culture is a two-way thing; all cultures share common values such as love, honesty and filial piety," he added.

He said the market in Korea, with 48 million people, is too small; it needs audiences in other markets. Therefore it is imperative for Korean film-makers or song writers to know what is going on in other Asian countries or other parts of the world. As long as Korean cultural content is good and contemporary, Shin said the Korean wave will continue.

Sandwiched by China and Japan, Korea is in a great position to interpret Asia for both other Asians and the rest of the world. It is a small country that used to be occupied by Japan and then suffered a terrible civil war.

"We are not a threat to anyone, we can pass culture on to others without much historical baggage," Shin reiterated.

But at CJ Entertainment Group, David Shin, the executive vice president, was more philosophical. He said that because of the hard road Korea has taken over the past fifty years, there is plenty of material for films or books.

"Koreans experienced the hard life and the good life through these years and this has given rise to the creative juice of the Korean people," he said.

He cited "Winter Sonata" as a soft and romantic portrayal of the good life, while other movies such as "JSA (Joint Security Area)" show the tragedy of Korea's recent history.

To get an idea of modern Korean creativity, I went to see "The Good", a hip-hop dance troupe. All the dancers were young Koreans and they were clearly very adept at their art - although it was slightly odd to see this black American cultural phenomenon so wonderfully executed by Koreans. The dance saga fused a traditional Korean legend with modern dance steps. At CJ Entertainment, David believes this will have commercial value overseas in the future. The dancers are drawing big audiences and the fan clubs are increasing in number.

David also gave credit to young Koreans who have grown up in western countries and been exposed to western culture and thinking.

"They return home with ideas, ready to burst out at a moment's notice," he said.

For the Korean wave to survive, he said the Korean people must continue to see Korean movies or listen to Korean songs. "Whoever produces them must be good. Only strong domestic demand can expand the international reach," he said, adding that when the economy is down and audiences are small, creativity cannot go very far.

Even the Korean government, which used to be tough on foreigners, has become friendlier of late. The Justice Ministry said last week that the human rights of foreigners must be better protected. Nearly one million foreigners are living in Korea, half of them married to Koreans. Many are foreign workers. Last week, the government increased the quota of foreign workers to 109,600, an increase of 4,600 over last year.

In the past, the attitude toward foreign workers was anything but friendly. Some felt they were discriminated against. But foreign workers are now more welcome than ever. They do not have to hide anymore, as the government realises that the country needs extra labourers from abroad who will take up jobs that the Koreans will not touch.

The Korean wave has made Korea better known throughout the world and has transformed the image of the country. Where it used to be portrayed one dimensionally as a nation under constant threat of nuclear attack from North Korea, it is now seen more often as an emerging cultural giant. Koreans too, are more aware of their reputation and image - and the best way to nurture that positive outlook is to start at home.

Kavi Chongkittavorn

The Nation