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?