Even the New York Times was surprised by the series’ global success, which came just one year after the movie Parasite, by South Korean director Bong Joon-ho, won four Oscars and a Palme d’Or.

Paving the way for these triumphs of the big and small screen was K-pop, the uniquely Korean music genre that has now firmly secured its place on music charts worldwide. K-pop’s most famous representatives, the group BTS, were even invited to the UN to speak in support of sustainable development in 2021.

Beyond cultural influence

These pop-culture phenomena have transformed Korea into a cultural, economic, and diplomatic heavyweight. In terms of cultural exports (films, series, music, television programmes, etc.), the country has seen significant growth: 10.8 billion dollars last year alone, an increase of 6.3%.

The overwhelming global success of films and series like Squid Game has sparked new interest in the Southeast Asian nation spurred millions around the world to learn the Korean language. The Duolingo app, which allows people to learn languages online, reported a 76% jump in registrations in Britain, and a 40% increase in the US in the two weeks after the series was released. In total, eight million people are now learning Korean on the platform.

Soft power supported by the state since the 90s

Although this trend seems recent, its origins date back almost 30 years. Known locally as “Hallyu” (한류), literally “Korean wave”, the phenomenon is the result of South Korean government policy that promotes domestic arts abroad. Combined with the innovative promotion of celebrities and a dynamic fan culture, this strategy has shaken up the international entertainment market, positioning the Korean underdog as a competitor of dominant North American pop culture.

The first k-drama (Korean television series) to enjoy global attention was What is Love in the early 90s. However, it was in 1997 that the Korean government decided to diversify its economy and focus on culture. Affected by the Asian financial crisis, it sought an alternative to hard power (electronics and automobile industries).

The state invested heavily in the country’s entertainment industry, allocating more than 500 million dollars annually to the Ministry of Culture, Sports and Tourism for approximately a decade.

Korean culture became a tool for economic and diplomatic influence. So much so that the country, now the world’s 10th largest economy, has been invited to the G7 for the past three years.

Expatriates attracted by Korean pop culture

According to the Korea Tourism Organization, more than 13% of tourists visited Korea in 2019 specifically to experience pop culture and attend fan events, with spending totalling 2.7 billion dollars.

While the pandemic has slowed expatriate settlement on Korean soil, numbers had been growing steadily and are expected to pick up again once the pandemic is over. The country’s foreign population had already passed one million in August 2007 and 2 million in June 2016. In 2019, the number of foreign nationals staying in the country exceeded 2.5 million for the first time.

“More than a cultural trend, Korean soft power is spreading throughout the world and making the Land of the Morning Calm an increasingly popular destination among foreign holiday makers and expatriates on long-term assignments,” emphasises Clément Fagon, MOBILITAS Director for Asia. “The younger generations who want to come and live in Asia are no longer necessarily betting on China or Singapore, which have become too expensive, but are turning to Korea, for which they now have plenty of cultural references.”

Key dates of the Korean Wave

Do you need advice to prepare for your expatriation to Korea? Contact us!

British Club Bangkok

Welcoming members from any country, this non-political and non-denominational association is very popular with Bangkok’s English-speaking community, helping newcomers to adapt to life in Thailand. Members can register for events and outings, participate in lunches and drinks, and benefit from special rates with the association’s partners.

Bangkok accueil serves a similar function for French-speaking expatriates: https://www.bangkokaccueil.com/  

Institutional websites

Government website
Website of the Thai monarchy
Embassies listing
Weather forecast

“When expatriates arrive in Thailand, they need accurate local information to integrate into the community,” says Kathy Scalabre, AGS Thailand General Manager.

Chambers of commerce in Thailand

The Franco-Thai Chamber of Commerce, of which AGS has been a member for many years:
5th Floor, Kian Gwan House III, 152 Wireless Road,
Lumpini, Pathumwan, Bangkok 10330 THAILAND
Tel: 66 (0) 2650 9613, Fax: 66 (0) 2650 9739
Email: contact@francothaicc.com
President: Thomas Sanchez: president@francothaicc.com 

Clubs and associations

https://www.angloinfo.com/bangkok/directory/bangkok-clubs-associations

The American Women’s Club of Thailand (AWC) connects local expatriate women of all nationalities. Kathy Scalabre, AGS Thailand General Manager, is the current president of the AWC.

“Our involvement in local associations allows AGS to be a key player in mobility in Thailand and throughout the world, particularly for expatriates,” says Kathy Scalabre.

Local news websites

Thailand is home to multiple independent English-language news websites. The oldest (and largest) is the Bangkok Post, which started life as a print newspaper in 1946. In second place is The Thaiger. Launched in 2018, this online-only publication, is touted as the country’s fastest growing national news website.

For the news in French, visit the Gavroche Thaïlande website

“Being able to read information in your home language when you arrive and as you settle in Thailand makes it easier to integrate the expatriate community,” explains Kathy Scalabre.

Books on Thailand

A history of Thailand, by Chris Baker & Pasuk Phongpaichit. The authors explain how the country evolved from a small, rural society of peasants to an urban society populated mainly by migrants from southern China.

Anna and the King, by Margaret Landon. The novel tells the story of Anna Leonowens, a young English widow, who is hired by the Siamese King Mongkut (Rama IV) to tutor his many children, including the eleven-year-old Prince Chulalongkorn, the future King Rama V. Encouraged by the king, she influenced the future monarch in a positive way. The novel was later turned into a movie starring Jodie Foster.

A prayer before Dawn: A Nightmare in Thailand, by Billy Moore. This book tells the true story of one man’s struggle to survive inside Klong Prem prison in Bangkok.

Another Bangkok: Reflections on the City, by Alex Kerr. Bangkok may be one of Asia’s most extraordinary cities, but it is also one of the most confusing. Alex Kerr has spent more than 30 years in the city and tells its story through secret corners, great contemporary artists, and the fusion of modern and traditional culture.

For French readers, the books of Eugenie Merieau – Preconceived Ideas about Thailand and The Thai People – are excellent introductions to the country.

Planning a move to Thailand? Contact us today!

Winners are selected by taking a range of criteria into account including commercial performance, product or service development, people and perspective. AGS Malaysia, presented in the “Best Relocation Company” category (“Workforce mobility” section), is distinguished by a multilingual staff (five languages are spoken at the agency), various training programmes for employees and a strong social involvement through various sponsorships.

The AGS Malaysia team is proud of its second place accomplishment. The motivation and enthusiasm of the team, led by Branch Manager Cyril Quenneville, suggests that they will perform even better in future.

AGS Myanmar has partnered with LFIR (Lycée français international de Rangoun) since 2016. LFIR is a French International School in Myanmar and a member of the Agency for French Education Abroad (AEFE). Because of its history and tradition, the school has become a meeting place for linguistic and cultural exchanges.

The LFIR welcomes students of all nationalities, from kindergarten to high school. It aims to encourage personal fulfilment, to develop independence and critical skills, to instil a healthy sense of competition – all within a group working environment fostering respect for each other. Teaching is done according to the French curriculum.

The AGS-branded inflatable truck will be used during school events.

The new warehouse is equipped to store anything – from furniture, to fine art, to commercial goods and professional equipment. In addition to the storage facility, AGS Cambodia also provides all the necessary packing materials and clients have 24-hour access to their stored items.

Our friendly staff can handle your entire storage process and are ready to offer their professional assistance.

AGS Singapore had a lot of fun and look forward to similar events within the French community in Singapore!

An unusually high rainfall during the monsoon season, which started in July 2018, has led to severe floods and has affected the south Indian state of Kerala. It has been the worst flooding in Kerala in nearly a century with over 483 people reportedly dead and 14 missing.

On 29 August, AGS Hyderabad collaborated with several good Samaritans within the city to arrange collections of food supplies, clothes, linen and tarpaulin to be donated to flood victims through Goonj.

The year’s event featured a stellar line-up of talent mobility speakers, including an exciting series of keynote presentations, panel discussions and interactive round tables based on the law trends and challenges of staff mobility.

AGS Malaysia Country Manager, Cyril Quenneville and Sales Director, Gabriel Gan represented team AGS at the event. They met with various Human Resources directors and introduced them to the AGS Group‘s services– from moving to relocation and archiving.

The one-day forum was the perfect platform for networking and learning from industry leaders. The event allowed for more than a hundred business and HR leaders from across Asia Pacific to engage in discussions on how to retain some of the best global talent.

AmCham Indonesia is a voluntary organisation of professionals with commercial activities in Indonesia. Its central mission is to promote US-Indonesia commercial relations and to serve its members as a key resource for information and business networking. Formed in 1971 as a committee, AmCham Indonesia has grown to hundreds of members representing more than 250 companies.

An American working overseas for over 20 years, Kathy has always trusted AmCham as the go-to business anchor for national trends, regulations and forecasts when operating internationally. When she was stationed in Seoul, South Korea (2000-2007), she worked closely with AmCham as the American Women’s Club President and the Chair of the Professional Women’s Network, as well as being an active member of FAWCO (Federation of American Women’s Clubs Overseas) which represents American women living overseas.

Originally from Chicago, Kathy has been stationed in Jakarta for a year but has lived in France, Italy, Austria, Switzerland and Korea. “This is a really exciting opportunity for me to create close knit relationships with the business community of AmCham which allows me to promote AGS among the foreign and American business community of Indonesia.”

Kathy joined AGS Movers Indonesia in December 2016 after an international career with Crown Relocations and SIRVA. She brings to AGS a wealth experience in GMS and RM. Additionally, she brings with her a personal experience as an expat who has moved more than 15 times across three continents, speaks five languages.

The three-day event, which took place from 17^th to 19^th November 2017, covered a total of 300 kilometres through the mountainous terrain of the Vietnamese central highlands to the coastal city of Nha Trang.

The 8^th Annual Saigon Children Charity Cycle Adventure welcomed enthusiastic cyclists from all over the world. Founded in 1992, the Saigon Children Charity (SCC) supports over 2000 disadvantaged Vietnamese children with scholarships every year.

This year the event raised a total amount of US$70,000, which is an incredible achievement. AGS Vietnam Manager, Kevin Hamilton said:

“The event presented an opportunity for me to support the local community as well as the physical challenge to cycle 300 kilometres through the mountainous terrain of Vietnam. I’ve always had a desire to contribute and help the children of Vietnam. The SCC event provided the perfect opportunity for me to make a difference.”

“The organisation was founded to help disadvantaged Vietnamese children get an education, a fairer start in life and escape from poverty through education and training. It is well known that education has the power to break the cycle of poverty and help children realise their dreams. However, there are still many children in Vietnam who have limited educational opportunities and are at risk of leaving school due to poverty and other social related issues.”

“Thanks to the generous support of our donors, the SCC Child Development Programme provides scholarships to around 2000 disadvantaged children and young people, from kindergarten to university. It enables them to continue their education and reach their full potential,” Kevin said.