(C) Los Angeles TImes

MEXICO CITY – In Mexico, on the opposite side of the globe in the Americas, the Korean Wave (Hallyu) is taking on diverse localized forms, fueled by the explosive popularity of K-Pop and Over-the-top (OTT) series like 'K-Pop Demon Hunters' and 'Squid Game.'

The Korean Cultural Center in Mexico (KCC), which opened in 2012 and has been at the forefront of disseminating Korean culture, is actively working to establish a 'co-created K-Culture' ecosystem, prioritizing networking with Hallyu fans rather than one-way communication.

 
Local Industries Embrace K-Culture Trends

According to the Mexican industry and the KCC in Mexico on December 5 (local time), Panam (Producto Autentico Nacional Mexicano), a major Mexican shoe brand, announced the launch of a product line that incorporates visual elements inspired by K-Pop culture, a result of collaboration with local influencers.

"Mexican youth are completely immersed in K-Pop and K-Dramas right now; to the extent that other generations look back and say, 'Wow, that's incredible,'" a company representative stated. "In the past, this might have been viewed as a clash with the narrative of Mexican identity, but now it has transformed into a business opportunity."

The brand, established in 1962, has actively incorporated corporate, personal, and cultural phenomena that evoke nostalgia for its own citizens, but projecting foreign, especially Asian, imagery onto its products is considered a rare instance.

Panam, which also released Japanese-inspired products, explained their particular focus on K-Pop collaborations by stating, "We will be able to connect with the audience we are looking for."

Mexican dramas that adopt Korean drama techniques have also recently drawn attention.

TelevisaUnivision's Canal 5 aired the 20-episode drama Contrato de Corazones, Tu y Yo (Contract of Hearts, You and I), which reportedly averaged 1.05 million viewers until its finale on November 24.

Canal 5 described the work as a "series inspired by globally renowned K-Dramas," explaining that it "reflected the characteristics of the K-Drama format" by extending dreamy scenes and actively incorporating slow-motion editing.

Furthermore, companies familiar to the Mexican public, such as the snack manufacturer Totis, are also showing widespread attempts to connect Korean culture with their own products.

 
KCC Shifts from Transmission to Partnership

Activities among local Hallyu fans, centered around the Korean Cultural Center in Mexico, which has served as a cultural exchange bridge between the two countries since 2012, are also becoming more vibrant.

Active K-Influencers on platforms like TikTok, Instagram, and YouTube frequently publicize various aspects of the KCC. For example, over 30 different pieces of content related to the 'K-Culture Hanmadang' festival programs held in October were searchable online.

Min Soo-ee, Director of the Korean Cultural Center in Mexico, said, "We officially began networking after inviting K-Influencers in September, and the last three months have flown by with events like the APEC success prayer event, a masterclass by a Korean dance troupe connected to the Cervantino Festival, a book talk at the Zócalo International Book Fair, Pepero Day busking, and Kimchi Day events."

The KCC emphasized its efforts to design detailed schedules in a way that plans and enjoys events together with local residents rather than in a one-sided, delivery-oriented format.

"Mexican Hallyu fans are our partners, not mere spectators," Director Min added. "We will continue to lead the Cultural Center in the direction of establishing a two-way exchange ecosystem where both countries grow together, moving beyond being just a space for unilaterally promoting Korean culture."

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