Why are Korean products losing luster in China? 왜 한국제품이 중국에서 빛을 잃어가는가?

[김우정]

중국에서 2000년대 초 '대장금' 등 K드라마가 히트하면서 한국식품, 화장품,패션 등의 매출이 폭증했습니다.

그러나 2016년 싸드(고고도 미사일방어체계) 사태를 계기로 한국기업의 콘텐츠 수출이 제한되었습니다.

작년에는 대중국무역적자가 180억을 기록하며 중국과의 경제는 새로운 시대를 맞고 있습니다. 

자국산업 육성정책으로 전성기의 한류는 기대할 수 없지만 중국시장진출전략은 계속 개발되기를 기대합니다.

Why are Korean products losing luster in China?
왜 한국제품이 중국에서 빛을 잃어가는가?

By Luna Sun 루나 썬
Luna Sun is an economy reporter with the South China Morning Post. She is currently based in Seoul, reporting for both The Korea Times and the South China Morning Post via an exchange program.
루나 썬(Luna Sun)은 사우스 차이나 모닝 포스트의 경제 기자이다. 그녀는 현재 서울에 기반을 두고 있으며 교환 프로그램을 통해 코리아 타임즈와 사우스 차이나 모닝 포스트에 모두 보도하고 있다.

Posted : 2024-06-26 16:45 Updated : 2024-06-27 06:34
Korea Times

Shoppers pass by shelves filled with Korean instant noodle products at a retail outlet in Seoul, May 19. In the early 2000s, Korean food and consumer products gained popularity in China alongside the rise of K-dramas and Korean culture. Yonhap 5월 19일, 서울의 한 소매점에서 쇼핑객들이 한국 라면으로 가득 찬 진열대를 지나고 있다. 2000년대 초반, 한국 음식과 소비재는 한국 드라마와 한국문화의 부상과 함께 중국에서 인기를 얻었다. 연합

Unofficial ban on Korean content, growth of domestic consumption divert attention: experts
전문가: 비공식적인 한국 콘텐츠 금지, 국내 소비증가로 관심 돌리기

When 29-year-old Claire Shi from Beijing was young, her family used to huddle together on the couch and watch Korean dramas broadcast on Chinese TV. It was the early 2000s, and K-dramas and hallyu, the Korean wave, were all the rage.
베이징 출신의 29세 클레어 시가 어렸을 때, 그녀의 가족들은 소파에 옹기종기 모여 앉아 중국 TV에서 방송되는 한국 드라마를 보곤 했다. 2000년대 초반이었고, 한류인 K-드라마와 한류가 대유행이었다.

Kimchi was coveted as families watched "Dae Jang Geum," or "Jewel in the Palace," a historical drama first aired in 2003 about a young woman who rises to the position of the king's head chef thanks to her extraordinary cooking skills, and Korean ramen products were bought in bulk as K-drama fans wanted to experience the same flavors they saw actors consuming on screen.
김치는 2003년 처음 방송된 젊은 여성이 남다른 요리 실력 덕분에 왕의 총주방장 자리에 오르는 이야기를 그린 사극 '대장금', 즉 '궁중의 보석'을 가족들이 시청하면서 탐이 났으며, K-드라마 팬들이 스크린에서 보는 배우들이 소비하는 것과 같은 맛을 경험하고 싶어 한국 라면 제품들이 대량으로 구매되었다.

“I had to buy the ramen online when they weren’t sold in stores in the beginning,” Shi said. “I also bought Korean jjajangmyeon (black bean noodles), and even the green owl plush doll from the 'Heirs.'”
시 씨는 라면이 처음에는 매장에서 팔리지 않을 때는 온라인으로 사야 했다며 한국식 짜장면과 '상속자들'의 올빼미 인형도 샀다

In the early 2000s, the Korean wave swept through China, captivating millions with its addictive dramas and catchy K-pop music. This cultural phenomenon sparked a widespread admiration for all things Korean, leading to an explosion in the popularity of Korean products – from skincare and cosmetics to fashion and food.
2000년대 초반, 중독성 있는 드라마와 기억하기 쉬운 K-pop 음악으로 수백만 명을 사로잡으며 한류는 중국을 휩쓸었다. 이러한 문화적 현상은 한국적인 모든 것에 대한 광범위한 동경을 불러일으켰고, 스킨케어와 화장품에서부터 패션과 음식에 이르기까지 한국 제품의 인기에 폭발로 이어졌다.

However, the fervor cooled in 2016 when the deployment of the Terminal High Altitude Area Defense (THAAD) missile defense system in Korea provoked a strong reaction from China, and subsequently led to a series of unofficial economic and cultural sanctions that restricted Korean businesses, entertainment, and cultural exports in the country.
하지만 2016년 사드(THAAD고고도미사일방어체계)의 한국 배치로 중국의 거센 반발이 일면서 열기가 식었고, 이후 비공식적인 경제·문화 제재가 잇따르면서 한국 기업과 오락,문화 수출이 제한됐다.

These measures included limiting the visibility and sales of Korean products, banning Korean entertainment content, and discouraging Chinese tourism to Korea.
이들 조치에는 한국 상품의 관람과 판매를 제한하고 한국 오락 콘텐츠를 금지하며 중국인의 한국 관광을 억제하는 내용이 포함됐다.

“In the past, we often saw people eating large pots of instant noodles in Korean dramas, so Korean instant noodles were a big hit in China,” said Victoria Wang, who runs YiJiaRen, a Shanghai headquartered snack food company with approximately 2,300 stores nationwide.
상하이에 본사를 두고 전국에 약 2,300개의 매장을 두고 있는 스낵푸드 회사 이지아렌을 운영하는 빅토리아 왕은 "과거에는 한국 드라마에서 큰 냄비를 먹는 사람들을 종종 볼 수 있었기 때문에 한국 라면이 중국에서 큰 인기를 끌었다,"고 말했다.

“Now, the general public is not exposed to Korean entertainment as much.”
"지금은 일반인들이 한국 연예를 그만큼 접하지 못하고 있다."

Captured images from the drama "Dae Jang Geum," or "Jewel in the Palace," left, aired in 2003, and the drama "My Name is Kim Sam-soon," which aired in 2005. Both dramas are very well-known in China. Courtesy of MBC 2003년에 방송된 드라마 대장금과 2005년에 방송된 드라마 "내 이름은 김삼순"의 영상을 캡처했다. 두 드라마 모두 중국에서 매우 잘 알려져 있다. MBC 제공

The ban on Korean culture initially dampened Chinese consumers' appetite for some Korean products, but its long-term impact is more complex and the reason behind the dramatically altered landscape is multifaceted, experts said.
한국문화에 대한 금지는 처음에는 일부 한국제품에 대한 중국 소비자들의 입맛을 꺾었지만, 장기적인 영향은 더 복잡하고, 극적으로 바뀐 풍경의 이면에는 다면적인 이유가 있다고 전문가들은 말했다.

“The shift in purchasing behavior is influenced not only by regulations on Korean goods but also by the rapid growth of China's domestic industries,” said Huh Eun-jin, a visiting professor in international studies at Yonsei University.
허은진 연세대 국제학과 초빙교수는 "구매행태의 변화는 한국 상품에 대한 규제뿐 아니라 중국 내수산업의 급성장에 영향을 받는다"고 말했다.

“By 2016, China had transitioned its economic growth model from export-oriented to domestic-driven under the Xi Jinping administration. During this period, patriotic consumption surged, driven not only by the Korean culture ban but also by the Chinese government's efforts to fill the void left by the ban, improve the quality of domestic products, and promote local consumption. As China's local brands rise, the recognition of Korean brands has comparatively declined, and the preference for homegrown products has increased.”
2016년까지 중국은 시진핑 정부 하에서 수출 중심에서 내수중심으로 경제성장 모델을 전환하였다. 이 기간 동안 애국적 소비가 급증하였는데, 이는 한국문화 금지령뿐만 아니라 금지령이 남긴 공백을 메우고 국산품의 품질을 개선하며 현지 소비를 촉진하려는 중국 정부의 노력에 힘입은 것이다. 중국 현지 브랜드가 상승함에 따라 한국 브랜드에 대한 인지도는 상대적으로 하락하였고, 자국산 제품에 대한 선호도는 증가하였다

The rise of domestic brands has led to a clear increase in preference for local products among the broader Chinese consumer base, but on the other hand, the ban has not completely altered the preferences of certain consumers who still hold a strong affinity for Korean culture and its products.
국내 브랜드의 상승은 더 넓은 중국 소비자층 사이에서 현지 제품에 대한 선호도의 뚜렷한 증가로 이어졌지만, 다른 한편으로는 이번 금지 조치가 여전히 한국 문화와 그 제품에 대한 강한 호감을 가지고 있는 특정 소비자들의 선호도를 완전히 바꾸지는 못했다.

Shi said her love for K-culture has not been affected by the measures.
시씨는 K-컬처에 대한 사랑은 이번 조치에 영향을 받지 않았다고 말했다.

“I think enthusiasts may not be greatly affected because there are many avenues for them to access [hallyu] content,” she said.
그녀는 "매니아들이 [한류] 콘텐츠에 접근할 수 있는 길이 많기 때문에 크게 영향을 받지 않을 수도 있다고 생각한다,"고 말했다.

“However, the restrictions on Korean media serve as a barometer. For instance, if Korean dramas are no longer broadcast on TV or available on streaming platforms like iQiyi or Youku, my family members might stop watching them altogether. It could also lead to a reluctance to consume Korean products or foods, influenced by these restrictions.”
"하지만, 한국 미디어에 대한 규제는 바로미터로 작용한다. 예를 들어, 한국 드라마가 더 이상 TV에서 방송되지 않거나 아이치이나 유쿠와 같은 스트리밍 플랫폼에서 이용할 수 없다면, 우리 가족은 드라마 시청을 완전히 중단할 수 있다. 또한 이러한 규제의 영향으로 한국제품이나 음식을 소비하는 것을 꺼리게 될 수 있다."

Korea's exports to China fell by nearly 20 percent in 2023 compared to the previous year, according to official statistics. This brought the share of exports to China down to 19.7 percent of Korea's total outbound shipments, amounting to $124.8 billion, and falling below 20 percent for the first time in 20 years.
공식 통계에 따르면 한국의 대중 수출은 2023년에 전년도에 비해 거의 20% 감소했다. 이로 인해 대중 수출 비중은 한국의 총 아웃바운드 출하량의 19.7%, 1,248억 달러로 20년 만에 처음으로 20% 아래로 떨어졌다.

Korean imports from China also dropped 8 percent year-on-year to $142.8 billion.
한국의 대중국 수입액도 1,428억 달러로 전년 동기 대비 8% 감소했다.

That contributed to an $18 billion trade deficit with China, Korea's first trade deficit with the country in over 31 years.
이로 인해 중국에 180억 달러의 무역적자가 발생했는데, 이는 한국이 31년 만에 처음으로 대중국 무역적자를 기록한 것이다.

Chinese tourists shop at Shilla Duty Free in downtown Seoul in this August 2023 photo. Seoul’s deployment of the Terminal High Altitude Area Defense missile defense system in 2016 triggered China, and cooled consumers' fervor. Courtesy of Shilla Duty Free 2023년 8월 서울 중구 신라면세점에서 중국인 관광객들이 쇼핑을 하고 있다. 2016년 사드(THAAD·고고도미사일방어체계) 배치로 중국이 들썩이며 소비자들의 열기를 식혔다. 신라면세점 제공

The sluggish exports of Korean products to China, aside from areas experiencing boycotts, are less a result of decreased favorability toward Korea, and more to the increasing preference among Chinese consumers for domestic products, the advancement of Chinese merchandise into higher-end markets, and policy sanctions against Korean goods, Huh said.
"한국제품의 대중국 수출 부진은 불매운동을 겪고 있는 지역을 제외하고 한국에 대한 호감도 감소의 결과라기보다는 중국소비자들의 국산제품에 대한 선호도 증가, 중국 상품의 고급 시장 진출, 한국제품에 대한 정책 제재 등에 기인한다"고 허 연구원은 말했다.

The days are gone when many fans would purchase electronic products endorsed by Korean dramas or hallyu stars. Now, in terms of cost-effectiveness, Chinese domestic products are rapidly replacing Korean goods, especially for electronics.
많은 팬들이 한국 드라마나 한류 스타의 추천을 받은 전자 제품을 구매하던 시대는 지났다. 이제, 가성비 측면에서, 특히 전자제품의 경우, 중국 국내제품이 한국 제품을 빠르게 대체하고 있다.

Samsung and LG, two major Korean electronics giants, decided to exit the Chinese market one after another in 2019, amid increasing competition from local Chinese brands, shifting consumer preferences toward domestic products and geopolitical tensions impacting business operations.
국내 양대 전자업체인 삼성과 LG는 2019년 중국 현지브랜드들의 경쟁이 치열해지면서 소비자 선호도가 국산제품으로 옮겨가고 지정학적 긴장감이 기업운영에 영향을 미치는 가운데 중국시장에서 잇따라 퇴출을 결정했다.

Without the THAAD deployment, Korean brands might have had more time to gradually respond, but the onset of a market crisis was inevitable, said Han Dong-gyun, a professor at Hannam University who specializes in Chinese business and international trade.
중국 비즈니스 및 국제무역 전문 한동균 한남대 교수는 사드 배치가 없었다면 한국 브랜드들이 점진적으로 대응할 시간이 더 많았을 수도 있지만 시장위기의 시작은 불가피했다고 말했다.

“With the prolonged enforcement of the restrictions on Korean products, the government-led measures could potentially evolve into an anti-Korean sentiment in the public, similar to Japan's precedent,” he said.
그는 "한국산 제품에 대한 규제 시행이 장기화되면서 정부주도의 조치가 일본의 선례와 유사하게 국민들의 반한 감정으로 잠재적으로 진화할 수 있다"고 말했다.

“However, in the current context of China, the likelihood of government-led restrictions morphing into widespread anti-Korean sentiment is low. China officially denies any formal Korean restrictions and has not pursued a government-led anti-Korean agenda to date," he said.
그는 "그러나 현재 중국의 상황에서 정부주도의 규제가 광범위한 반한 감정으로 변화할 가능성은 낮다며 중국은 공식적으로 한국의 공식적인 규제를 부인하고 있으며 현재까지 정부주도의 반한 의제를 추구하지 않고 있다,"고 말했다.

“Thus far, China has not relinquished its attraction to Korean cultural content, which Korea should capitalize on,” he added.
그는 "지금까지 중국은 한국이 활용해야 할 한국 문화 콘텐츠에 대한 매력을 포기하지 않았다,"고 덧붙였다.


Just as Korean dramas rely on China, the world's top television market, China also depends on Korea for its top-tier drama planning and production capabilities, Han pointed out, adding that he believes the dual nature of relations between the Chinese government and industry offers a new hope for hallyu.
한 교수는 한국 드라마가 세계 최고의 텔레비전 시장인 중국에 의존하는 것처럼 중국도 최상위 드라마 기획과 제작 능력을 한국에 의존하고 있다며 중국정부와 업계의 관계 이중성이 한류에 새로운 희망을 제공한다고 믿는다고 지적했다.

“While it is true that advertising and marketing have decreased, they have had only a minimal impact on brand awareness. Even amid diplomatic confrontations with China, it remains necessary to continue engaging with China and actively maintain relationships," he said.
그는 "광고와 마케팅이 줄어든 것은 사실이지만 브랜드 인지도에 미치는 영향은 미미하다며 "중국과의 외교적 대립 속에서도 중국과 지속적으로 관계를 유지하고 적극적으로 관계를 유지할 필요가 있다"고 말했다.

“Strategic plans to enter the Chinese market in various ways should be continuously developed.”
"다양한 방법으로 중국 시장에 진출하기 위한 전략적 계획이 지속적으로 개발되어야 한다."

#Koreanproducts한국제품 #Chineseconsumers중국소비자들 #Koreanwave한류 #Domesticconsumption국내소비 #Koreanentertainment한국오락 #Economicsanctions경제제재 #Domesticbrands국내브랜드 #Tradedeficit무역적자 #Geopoliticaltensions지정학적긴장 #Culturalcontent문화콘텐츠