The rise and growth of the "Korean wave" phenomenon in South Korea

Culture is a multidimensional and multivalent system that ensures mobility of its values, benchmarks and tendencies. It involves coexistence of different cultural values within one culture. Modern societies designed the way of thinking that consists of fragmentary perception of the reality and put it in the forefront. Representatives of modern ethnic groups, and Koreans as well, are focused on interdisciplinarity seeking newer standpoints of our reality that is provided by flexibility and ease of their thinking. Modern Korean culture is quite opened to the perception of other cultures. Thus, many ideas and trends which are popular now in Western countries, especially in the USA, are being reflected in Korean society, which still continues to follow its traditional views. It has been over a decade since Korean popular culture was introduced outside Korea and exported to other countries such as China, Japan and Vietnam. As of today, the area of Hallyu spreading is not limited by Southeast Asia countries but has expanded beyond the Chinese character cultural regions of Asia, and even to Europe and America. Many researchers are interested in Hallyu and trying to find answers to questions, some of which are: what is the reason of high popularity of Korean dramas, how long «Korean wave» will exist, how Hallyu influences South Korea`s economy. «Korean wave» is a complex and multi-layered formation, which on the one hand, is considered to be a national version of the mass culture of the Korean people living in the southern part of the Korean Peninsula, and is being implemented in the universal fascination with TV dramas and pop music, which began in the late 1990’s in Southeast Asian countries. On the other hand, this phenomenon can be considered as an example of an alternative globalization, from the periphery to the center. Hallyu is a global phenomenon which affects many different cultures, and Russian culture is not an exception. Nowadays, popularity of studying Korean language and culture in Russia is growing rapidly. There are more than 400 groups for studying Korean language in popular Russian social network «VKontakte» and one of them has more than 72 000 members. As regards Korean culture, new Internet communities are being created regularly, they are dedicated to Korean music bands, dramas, actors. During annual festivals, fans can show their dancing and singing skills, etc. «Korean Wave» helps to preserve cultural identity and takes an active part in the formation of national identity through the replication and translation of national historical symbols and the national significant ideas. In addition, a reflection of Confucian ideas in dramas contributes to the consolidation of East Asian cultures.