Global Reach, Local Strategies: A Comparative Study of South Korea and Japan's Audiovisual Entertainment Industries

Abstract

This thesis explores how South Korea and Japan’s audiovisual entertainment (AVE) industries are approaching international expansion, and what factors contribute to global success. While both countries are regarded as cultural powerhouses, their performance in scripted audiovisual content has diverged over the years. South Korea has achieved significant global visibility, while Japan’s reach has remained comparatively modest despite its longstanding cultural capital and larger economy and population.To investigate this contrast, the study adopts a mono-method qualitative, abductive research design, conducting a comparative case study. Data collection consisted of twelve semi-structured interviews with industry professionals and academics across South Korea, Japan, and Singapore, and were triangulated with academic literature and industry reports. The research integrates a modified version of the film value chain, reframed as the audiovisual entertainment value chain, alongside soft power theory and cultural hybridisation to capture both the industrial processes and the cultural-political dynamics underpinning global content flows.The findings reveal that Korea’s success is driven by strong government-industry coordination, integration with global platforms, and export-oriented content development.However, it also identifies growing challenges including financial pressure, and declining artistic visibility. Meanwhile, Japan’s traditionally fragmented and domestic-facing industry is undergoing a gradual shift, particularly through the rising global popularity of anime and live-action content, increased policy attention and emerging digital adaptation efforts.The study contributes academically by adapting the audiovisual entertainment value chain to better reflect streaming-era dynamics, and by offering an integrated framework that links cultural policy, creative processes, and international business strategy. It also responds to a gap in the literature concerning comparative analyses of East Asian audiovisual entertainment sectors. Ultimately, the thesis highlights the evolving nature of global success in cultural industries and raises critical questions about sustainability, creative autonomy and the future role of national strategies in a platform-dominated media landscape.