Cultural proximity and inter-Asia referencing: A comparative analysis of the popularity of Japanese, Korean, and Chinese television formats in Vietnam
Year: 2024
Type: article
Abstract: This study examines the growing popularity of East Asian television formats in Vietnam, particularly those originating from Japan, South Korea, and China. Through textual analysis of Vietnamese YouTube comments and interviews with industry professionals, the essay identifies key features and elements appealing to Vietnamese viewers. The findings reveal that these formats, embodying the sociocultural nuances of East Asian countries, showcase inter-Asian cultural exchanges and tailored market strategies. Transplanted formats also exhibit distinct characteristics, rooted in shared format genres, storylines, celebrity appeal, familiar settings, and cultural values, which foster a feeling of cultural proximity among Vietnamese audiences. This study underscores the evolving inter-Asian format industry and audience engagement, which strengthens the cultural connection felt by Vietnamese audiences.
Authors: Hong Zhang, Chang Bai, Tianna Zhao, Xiao Wang
Language: English
Subfield: Cultural Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4405646384