LUMINA Volume 25 No. 1

Culturenomics: Using Culture as a Commodity and as a Brand

by Ibaya A Chrisylli Mitzi

The utilization of culture as a commodity and as a brand is gaining attention worldwide and the strategies employed to make its mark in the economy as well as its mark on the rest of the world are giving fresh perspectives to old methodologies. This paper studied this treatment of culture using the countries of Japan and South Korea as case studies contrasting, comparing and extracting, what the author can, the applied strategies in generating income through culture. These strategies have contributed to the economic growth of the countries mentioned and are right now enjoying the distinction of being among the world's most powerful economies.

The aim of this paper is to present the findings of the economic contributions of utilizing culture as an economic resource in the countries of Japan and South Korea. In doing so, one will find better understanding and appreciation of culture in the Philippines and elsewhere as an important tool in poverty reduction or simply to generate revenues. The two uses, as a commodity and as a brand, are chosen as these are interlinked in the new trend in utilizing culture as found in a preliminary reading prior to the conduct of this research. To achieve this, news framing, primarily what is available online, was used along with academic studies on the subject at hand.

The study shows that culture is an economic value to the countries subject of this study. But more than that, it is also a significant source of soft power. Hence, the concept of soft power is also explored. Through the conduct of this study, we find that culture is more than just an economic resource but also a diplomatic tool wielded through soft power.

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