New presidential committee's appointment of K-Pop impresario expected to boost tourism, drive economic benefits

Producer Park Jin-young attends a press conference for Mnets World of Street Woman Fighter at SJ Kunsthalle in Seoul on May 27 2025 — Park Jin-young, the founder of JYP Entertainment, speaks at a press event in Seoul on May 27, 2025.

SEOUL, September 10 (AJP) - With the surging popularity of K-pop and other megahit series of South Korean dramas and shows, the country has been experiencing a cultural renaissance lately, with expectations that it will expand further into global markets.

To capitalize on the resurgence of the Korean Wave including the latest global hit like Netflix’s South Korean anime "KPop Demon Hunters," the government has launched a new presidential committee to further promote Korean culture and leverage it to boost tourism.

The committee, launched early this week, aims to expand the global presence of South Korean pop culture, with K-pop impresario and founder of talent mill JYP Entertainment Park Jin-young appointed as co-chair along with Culture Minister Choi Hwi-young.

Park, widely regarded as a pioneer of K-pop's early entry into the U.S. with his agency's girl band Wonder Girls making their American debut in the late 2000s, is an expert in grooming and nurturing young K-pop talents, having spent many years promoting K-pop overseas.

In a post on Instagram, Park admitted that taking on a government role felt “burdensome and worrisome” for someone in the entertainment business but said it was an opportunity he could not pass up.

While expressing the heavy responsibilities of taking on a "burdensome" role in a post on Instagram, Park said he could not resist the "opportunity."

He then vowed to use all his experience and expertise to help more artists and young prospects gain opportunities and support their growth. Stressing that K-pop is "at a very special moment right now," he added that he wants it to serve not only as a "cultural showcase but also as a platform for global connection."

Experts say the committee demonstrates the government’s determination to support related industries through policies as they expand on the global stage.

Kenneth Chi Ho Kim, a professor at Hanyang University ERICA, told AJP on Wednesday that the establishment of the committee "shows the government's commitment to nurturing popular culture by collaborating more closely with the entertainment industry and other businesses to support its growth overseas."

To strengthen the global competitiveness of the Korean Wave, he said, "Policy support, stronger cooperation between public and private sectors, and broader cultural exchanges would be essential, and the new committee is expected to take the lead in this process."

Kim said Park's appointment is impressive, as it reflects the committee's willingness to bringing in experts who have played a key role in globalizing K-pop, adding that the move "reflects an effort to expand the global reach of Korean popular culture."

Attention now turns to whether the committee can convert global buzz into meaningful growth for the tourism industry and generate broader economic benefits.

Meanwhile, following the announcement of Park's appointment, shares of JYP Entertainment rose 2,000 won or 2.67 percent to close at 77,000 won later in the day.

Cheon Soram cheons@ajupress.com