S Korea, 2022

BTS brings $3.6b annually into S Korea

7% of visitors there were motivated by the band

K-drama and other series, films. Food.

160k foreign students in S Korea versus less than 20k in 2003.

What is the effect of their success/popularity on N Korea?

How should S Korea leverage its soft power to get its goals? How can it enhance their national security, economy?