Korean Animation and Theme Parks: Creating Nostalgia to Compel Emotional Attachment

This paper aims to investigate the application of animation in South Korean theme parks vis-à-vis the impact of the Korean Wave (K-Wave, Hallyu, Hánliú) on localized content. While adopting the Westernized theme park concept, local parks in Korea do not capitalize on famous Western characters such as Mickey Mouse or Elsa. Rather, they focus on employing localized, Korean-made animation characters such as Pororo or Secret Jouju for their park narratives. Thus, it suggests that local theme parks in Korea have evolved through localized narratives to enhance visitors' emotional attachments. Furthermore, familiarity with local animation and Korean culture (K-Wave) is central to the attractive attributes of theme parks in Korea.
It is believed that the Korean animation industry has been an underdog and underestimated (Jin, 2016). In contrast, K-pop, Korean movies, and K-drama became the center of the global K-wave phenomenon. In addition, the Korean animation industry, which has a long history of subcontracting to overseas studios, produced many animation projects through Original Equipment Manufacturing (OEM). Consequently, creating the original storytelling and characters did not seem smooth until Pororo the Little Penguin (Pporong Pporong Ppororo) made an immense sensation locally and globally. In the early 2000s, the Korean government introduced various support programs for SMEs and existing animation studios to improve their productivity because animation was recognized as a profitable industry that would contribute to Korean cultural identity.
Pororo's success led to other Korean animations gaining local and international recognition. Different platforms, including theme parks, have adopted many characters from these shows. With these in mind, this paper explores how local Korean animation is used in theme park attractions to induce nostalgia for popular Korean characters and stories. In particular, this discussion will address the means by which feelings of nostalgia are evoked characters for adults who grew up watching these same animated characters.