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Beijing journalists coined the term "Korean Wave" in 1999, when they noticed the ever-increasing presence of Korean entertainment in China. Since then the "Korean Wave" (or "Hallyu" as it s known in Korean) has swelled not only to include a wide range of Korea s cultural exports (such as music, films and dramas), but also to take on the responsibility of spearheading Korea s image on the world stage. This phenomenon is largely concerned with Korea s cultural exports and it is responsible for Korea s recent economic growth as the country continues to climb the ranks of our globalised world. Korea is one of the most ethnically homogenous societies in the world, and underscoring that description, you will find the inherent need to protect and maintain cultural objects as they pertain to Korea s global and local identity. The Korean Wave is the product of the country s position within modern society as the process of globalisation continues to evolve and in

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