South Korean cinemotography: “soft power” perspectives

Last twenty years it is admirable fact that South Korean film production have gained the best position in world market as American, British and European counterparts. Korean movie Parasiteby Bong Joon Ho grabbed both Oscar and the highest price of Festival de Cannes. As we know films is not art only. Regarding previous researches, each movie presents its social and political context, values and culture to international audience. Therefore, it is crucial and actual to examine influence “to minds and hearts” of South Korean cinematography that has several million fans worldwide. The paper is aimed to study use of “soft power” and promotion of national culture in Korean films. Research is conducted by observation of Korean drama movies in Netflix. Four web-series were chosen as case study. Collected date is analyzed in terms of content analysis. Authors highlighted that South Korea sees Korean dramas as effective tool for cultural promotion and nation branding.