Two years ago, I wrote an article for this section entitled “How the Creative Industry Can Learn From K-Dramas” (November 2020, BusinessMirror), in which I cited some of the reasons behind the phenomenal popularity of K-dramas—and the Korean culture—among Filipinos.
In the same feature, I likewise suggested that Asia being on the global radar now, the Philippines must harness—and grant government support to—its own creative resources such as its talented scriptwriters, filmmakers, actors, the entertainment media, film, broadcast, and communication industries.
A year later, my fellow IPRA member and good friend Abigail Ho Torres also wrote about Korea’s “soft power strategy and lessons we can learn from the Korean wave” in a two-part column series entitled (“Hallyu ready for a K-culture takeover?” Dec. 20, 2021) and (Lessons From Korean Wave Dec. 27, 2021). It might be good to revisit these lessons because our own collective research shows how Korea has evolved in their entertainment industry and culture.
And then not too long ago, Senator Jose Pimentel Ejercito Jr., known as Jinggoy Estrada, made a highly controversial statement suggesting the banning of K-dramas in the Philippines, claiming that these are given an unfair advantage over local productions.
During a budget hearing of the Film Development Council of the Philippines, Estrada reportedly asserted: “My observation is that when we continue showing Korean telenovelas, what Filipinos idolize are these Koreans, and our Filipino artists lose jobs and income.
“So sometimes it enters my mind to ban these foreign telenovelas and that our talented Filipino actors be given more exposure instead.”
“Jinggoy” quite expectedly became a trending topic on Twitter as various netizens scoffed at and criticized his comments.
“Banning the ‘competition’?! Such a short-sighted and lazy response! how about boosting the local entertainment industry instead so that we produce more high-quality content?” a Twitter user wrote.
“We can promote QUALITY FILMS/TELENOVELAS without banning other countries’ brilliant masterpieces, Sen. Jinggoy Estrada,” another user wrote. “It would be much better if our government could support the film industry and actors to make a difference.”
“I’m for ‘Let’s promote Filipino projects’ but banning KDramas will not solve our film industry’s problem,” wrote another on Twitter. “If he sincerely wants to help the film industry, craft laws that will support the industry. Government support is what they need and that’s what Korea is doing.”
It is clear that what is sorely lacking in our entertainment industry is strong government support and more collaboration between Filipino artists and government leaders. If the senators would craft and sponsor appropriate bills toward this end, we could at least be equipped to compete with the Koreans.
Personal observations on a recent trip to Seoul, Korea
With K-pop’s spectacular fame in our country in mind, we recently went on a six-day trip to Seoul and noted a slew of key characteristics of Korean nationals that we may lack. Here are just a few:
Nationalism
First, they are nationalistic. This was quite obvious from the fact that English signs are rarely used at business establishments. They also do not take the trouble of learning how to communicate with foreigners or tourists. To them, preserving their own language may be more important than luring foreigners to do business with them.
Koreans deserve to be lauded for their love of country and their patriotism. In my opinion, however, It wouldn’t hurt for them to work on their communication skills and put English translations on their signs and other sights for the sake of visitors and foreigners.
Cleanliness and order
Korean hotels, restaurants, and even street businesses are quite clean, orderly and modern. I cannot say if this was because we were in the center of the city or if this was a matter of national policy: to keep the surroundings clean, the procedures orderly, and for Koreans to be ahead in technology, the arts, and other cultural fare.
But having previously visited Seoul in 2019, I noticed on our latest trip that they have maintained, and continue to improve, the cleanliness of their buildings, streets, and surroundings. I particularly appreciate their ultra-modern toilets with illustrated press buttons on how to use them—and with choices of swirling warm water, heated seats, and even dryers down there. I first discovered and loved these high-tech toilets in Japan a long time ago and it seems that Korea has already kept pace with, if not overtaken, Japan’s sophisticated innovations. Such modern touches help so much in creating—and sustaining—first good impressions.
Discipline in following rules
Koreans are also quite disciplined and they follow rules. Everybody wore masks—in the airports, on the streets, inside the malls, and even in cabs and buses. In fact, at one of the malls where we visited a huge indoor library, I removed my mask to take a quick photo opportunity. Soon the guards gently reminded me to put it back on.
I also noticed that Koreans are quiet and do not call attention to themselves, unlike our other Asian neighbors who speak and chatter loudly especially when they are in groups. I know Filipinos who tend to laugh stridently in public, and are very expressive with their gestures. But that’s us and I have learned to love that happy trait of Filipinos.
Korean authorities are probably much more disciplined and work harder for everybody’s benefit, rather than for themselves.
Calm response to an emergency
We were still in Seoul on October 29 when the horrible Halloween tragedy happened in an alley in the Itaewon district.
Luckily for us, we were already at the airport on our way back to Manila, although our flight had to be moved at least four times because that night was when Typhoon Karding hit Manila and we were told that the Manila runways were flooded and we could not land. We were unaware that such a tragedy had struck until we started getting messages of concern from friends who watched the news as it happened.
How did the Korean authorities handle this tragic incident that made it to the news all over the world?
They were calm. Nobody panicked or pointed fingers nor blamed anyone else. One news report said that South Korea’s police chief admitted “a heavy responsibility” for failing to prevent a recent crowd surge that killed more than 150 people during Halloween festivities in Seoul. He likewise said that officers didn’t effectively handle earlier emergency calls about the impending disaster.
South Korean President Yoon Suk Yeol also acknowledged that South Korea lacks research on crowd management. He called for the use of drones and other high-tech surveillance gadgets to develop effective crowd control capacity. He said the government will soon hold a meeting with experts to review overall national safety rules.
For me, this is further proof that Korean leaders at least own up to their responsibilities and admit their lack of knowledge or experience about such disasters. There was no sensationalism, denials or finger pointing—only quick action to manage the crisis in the calmest way possible. If this had happened here, I can only imagine how we would have responded.
Health response to a Covid tourist
A final word on my recent impressions about Korea. I would like to cite the experience of my daughter’s friend, Adult Cardiologist Dr. Paulene Kristine Gonzaga, who was also in Korea the same time we were there. Unfortunately, she and her sisters were hit by Covid while they were on vacation.
When one sister started having high grade fever and a cough, they called the hotel concierge to ask where they could consult a doctor. They were referred to a nearby private clinic and “despite the language barrier, we could still communicate with the staff and the doctor using translator apps (she used Papago by naver).” They were asked about their vaccination and after swabbing, they were directed to a pharmacy in the same building to get their prescription medication.
“I noticed our prescribed medicine was really cheap; multiple medications for a week cost me around one thousand pesos only,” she relates. (Note: In the Philippines, 1,000 pesos would only cover antibiotics.)
t“When we got our results the next day, we were advised to quarantine for seven days. After we finished the required quarantine days, we were directed to the public health center for our clearance to fly back. They didn’t check the flight clearance in Korea but they looked for it at the NAIA.
“All in all, we found the doctor and the concierge sufficiently nice although it was a bit hard to communicate because of the language problem. One thing we wondered about, though, was: why weren’t we directed to the Public Health center immediately? Perhaps we could have been treated more quickly or given free swab tests, but maybe it was strictly for Koreans only?”
One thing was obvious: good communication could have hastened good results. Their health protocols would have worked faster if there was no language problem to begin with.
Conclusion? Koreans love their country and take care of their own. But because leisure travel has become a global pastime, people of varied cultures must learn to be more hospitable and accommodating by learning basic communication skills.
I am so happy and proud that we in the Philippines are not found wanting in this area. That’s one clear advantage we have over South Korea.
PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premier association for senior communications professionals around the world. Joy Lumawig-Buensalido is the President and CEO of Buensalido PR and Communications. She was past Chairman of the ipra Philippine chapter for two terms.
PR Matters is devoting a special column each month to answer our readers’ questions about public relations. Please send your questions or comments to askipraphil@gmail.com.
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