As we said at the beginning of the previous article, our company history is increasingly enriched thanks to the intercultural bridge that Tenute d'Italia has created. The Asian markets have been a source of great inspiration and challenges, which we have gradually managed to overcome thanks to the synergies created with people in the region and in the market.
We had the honour of being part of supporting the South Korean Soft Power by sponsoring major events in the country.
Sport
Earlier this year we were present at a sporting event, which we have already mentioned. World Table Tennis Championships in Busan.
Fashion
In recent weeks, our Korean customer BM's International in cooperation with us sponsored The 2025 S/S Paris Fashion Week HEILL fashion show. What are we talking about?
HEILL is a haute couture ready-to-wear brand founded in 2012 by Korean designer Heill Yang. Based in Seoul, the brand is distinguished by a cosmopolitan style that combines the elegance of French couture with elements of Korean ‘Minhwa’ folk art. HEILL is known for its modern design, refined silhouette and high quality materials. Regularly participating in Paris Fashion Week, HEILL continues to promote a style that reflects a cultural fusion of East and West and a strong focus on quality and detail.
Entertainment
On 6 October, we attended the Busan International Film Festival in South Korea. (Asia Contents Awards & Global OTT Awards - ACA, & G.OTT) as the official sponsor of this event. Organised since 2019, this event highlights the quality and diversity of content available on both traditional and OTT (Over-the-Top) platforms, such as Netflix, Tencent and Disney+. The awards have expanded from recognising mainly Asian works to global works in various categories, including Best OTT Original, Best Creative and individual awards.
The role of the ACA and G.OTT in ‘soft power’ is substantial. By promoting Asian cultural narratives and values globally, these awards support the reach of Asian media, helping countries such as South Korea, Japan and China strengthen their cultural influence through entertainment. Recognising excellence in global streaming content enhances the cultural export of these countries, reinforcing the importance of ‘soft power’ by creating connections through popular and recognisable media.
Many prominent personalities from the entertainment industry stopped by our booth and we had the honour to showcase our products and talk about how Tenute d'Italia actively contributes to the fusion of our cultures.
Some links to see contents of the above
ACA & G.OTT
HEILL | Spring Summer 2025 | Paris Fashion Week
Our business experience has taught us that to successfully enter an international market, it is crucial to know, understand and integrate within it. We do not limit ourselves to superficial marketing strategies, such as buying followers or a quick sale without further interaction. Instead, Tenute d'Italia promotes an approach that focuses on information and cultural value. This is why we saw the need to explore the concept of soft power in a series of three articles.
In this article we explore a perhaps still little-known but increasingly influential reality: South Korea's Soft Power . This concept refers to a country's ability to exert global influence through culture, media and the arts, rather than economic or military force. Coined by political scientist Joseph Nye of the Harvard Kennedy School, South Korean soft power has developed through several phases that have radically transformed Korea's image worldwide.
The First Wave: The origins of korean soft power
In the early 1990s, during Kim Young-sam's presidency, the Korean government decided to focus on pop culture as a new ‘export industry’. In 1994, the Ministry of Culture created a special office to support mass media projects. This marked the beginning of a successful and forward-looking strategy, known as the ‘first wave’ of South Korean soft power.
In 1998, President Kim Dae Jung - referred to as the ‘Culture President’ - implemented a law to promote the domestic cultural industry, allocating over USD 148 million to finance culture and entertainment projects. This investment, which has grown over the years, has helped transform Korea into a global benchmark for pop culture.
From Country to Brand: The second wave of korean soft power
In recent years, South Korea has gone from being a country to being a cultural brand. Social media and streaming platforms have amplified Korean soft power. The secret of the success of the ‘K-factor’ lies in the care with which music (such as BTS ), films, TV series (the famous K-dramas, such as Squid Game), food and beauty products (pioneering skin care products) are produced. As the Guardian reported, ‘the world has fallen in love with all things South Korean’.
This second wave of soft power has not only consolidated South Korea's presence in the global collective imagination, but has also created the basis for a third wave. What can we expect in the future? Some experts predict that the Korean language will also become increasingly widespread and popular, breaking down cultural barriers with new generations of enthusiasts.
Soft Power and the Wine Market: What can italian wineries learn?
But how does all this relate to the wine sector? Let's find out together in the next article.
