People have been talking about hard power vs soft power.
In my opinion the strongest soft power is being seen as a winner. And that's to do with hard power.
You can try to make all the media you want showing your soft power. But if you are seen as a loser, it's just a cringe worthy show.
Maybe it's just me but in my view all that kpop and kdrama is looking more and more cringe worthy. The reason is we know reality is different. Korea isn't some paradise nor are it's people godly beings. This becomes more apparent when you see Chinese cockblock them in many Olympic events. For example I remember reading that Hwang Sun-woo is the rival of Pan Zhanle because he is also young and a very good short distance swimmer where he beat Pan Zhanle in the Asian Games. However there is no rivalry now. Pan has made his legendary mark in the Olympics winning gold in both 100m as well as the men's medley relay causing seething of epic proportions. In contrast Hwang didn't even medal. And that's just sports. What about the real world where Chinese companies are becoming so big? Or that so many countries want China to meditate or give advice? Or where China can do infrastructure and other projects no one can even imagine.
How can I see all that Korean soft power the same way knowing it's just a facade?
The reason China has a lot going on this year is because it's simply seen as a winner. And that makes all affiliated stuff with it more prestigious. That is soft power.
Agreed. South Korean soft power was mostly backed by it's economic and industrial might. It also has one of the more formidable militaries in Asia.
However SK is plagued by arrogance, and that had accelerated the decline of it's soft power. South Koreans had too been enthusiastic in trying to establish themselves as second below the Americans in Asia. Some of their kind were propagating a thinking that are some kind of master race. That made their society feel a sense of racial superiority over other non-Western races. They routinely insult the Chinese, and treat other Asians like the Thais like trash.
Now that China is surpassing SK rapidly in many areas, many Asians easily flock to over to the new alternative. Arrogant pricks don't stay popular for long. People are also realizing that much of SK's soft power is dependent on American soft power. Had South Koreans not been as arrogant as they are, their soft power might not have declined so rapidly. But instead of admitting their wrongs, SK chose to become petulant with China and doubled down on their sucking up to their American patron. They do so, hoping that American soft power remains unrivalled. But American soft power is also unravelling, because of their own doing. So SK's soft power is going down together with them.
South Korea's soft power decline is another a lesson for China about the folly of arrogance. But China is not a Western-style Democracy, so it is much less likely to fall into that trap. The CPC knows how to moderate nationalism and have been doing it for decades. I remembered back in the 2010's when there were a number of the more affluent Chinese citizens behaving rather cocky and loud with their newfound wealth. Some of them travelled overseas and gave their nation a bad reputation. So the CPC clamped down on these nonsense and now things have mellowed down.