[Big Jump 2010] Rain "I am a Cultural Merchandise that is the Result of Careful Planning and Investment"

The Korean cultural weapon – Rain, more powerful than real weapons.

On last Christmas Eve, the fans of Rain fully occupied the 4,000 seats of the Colosseum of Las Vegas Ceasar’s Palace Hotel. We truly feel the change in Rain’s ranking in US, after 3 years where he held his concert (Legend of Rainism) in the same venue. The audience consisted of white people, and fans from China, Hong Kong, Japan, Philippines, etc. During the 2 hours performance, his figure, smile and gestures enthralled all the fans and they applauded him constantly.

Not only himself, even the public view him as a significant cultural merchandise.

He is a unique example of a singer and actor, who has gone beyond Asia and succeeded in stepping on to the World stage.

Being the best dancer in Korea, he has established his status as Asia Star via his world tour concerts. Now he is an actor attracting attention in Hollywood.

We met him at the changing room before the concert.

We asked him, 'Well before you become a world star, you are already having activities at different parts of the world, what's your feeling about it ?'
He answered, "The power of cultural content."

I want to be a powerful and influential cultural merchandise.

'Many people start to learn Hangul because of Korean artists or dramas. Some places treat Hangul as their second language. I used to think that it is only important to export cars, computers and semi-conductors. But now, I also think that it is also very important to let more foreigners understand Korea, learn our language, increase the revenue from tourism or foreign exchange, including cultural content."

Rain said, "Cultural content is more scary than weapons and violence. During the Japan invasion period, people thought that only the cultural spirits can help to restore the country from being dominated. There is a saying, cultural spirits can fight against weapons and violence, I am not sure whether this saying originates from another country. Therefore, if one can control the cultural stuff, it seems that it will be more scary than weapons and violence."

We also heard from him about Hollywood movie "Ninja Assassin", where he is the main lead and have a successful box office sale. "I have been travelling and having activities in Washington, LA, Toronto, etc, because of NA premiere. People who have watched the film said, "Wow, that movie is really scary. What is his name (the main lead)?' The next question is "Where's he from ?"

Because of this experience, Rain said, "I feel that I have the mission to become a powerful cultural merchandise."

"The former CEO of Taiyu ?? (not sure about the company name) has said before 'the world is very big, there are still many things that need to be done.' As I have been working in different parts of the world, I can fully understand his words. I really ought to be a powerful and influential cultural merchandise. In the culture content market, the nationality, or 'Made in Korea' is very important. To become part of the human resource will help to improve our country image. If the standards of cultural content has improved, it seems that it will help with the economic development."

He has been lectured that 'the most representative thing of Korea does not mean to be a worldwide representative'. He found that being stubborn in holding on to Korean beliefs and stuff is the cause of his repeated failures. The best way is to merge Korean and worldwide concepts.
"The ninja in my movie Ninja Assassin, though he is from Asia, but the top class Wachowski director and the stunt team all know very well that we could only succeed by showing the audience something special and different."

Asian Culture becoming worldwide culture - it is not far now

In order to level with Hollywood, he expressed his views. "Actually, we cannot follow the practice of the US enormous investment or market. It is impossible to invest 1000 million Won to shoot a movie in Korea, as every Korean needs to go to the cinema to see the movie 4 times in order for the investment to breakeven."

However, he thinks that there are advantages for Korea, China and Japan to collaborate and confront US.

"If we put together the lyricism and human resouce of Korea, the delicacy and exquisite in every possible ways of Japan, the big investment and population of China, it can be powerful enough to confront Hollywood. The culture that originates from US is going down the slope, now it is all from Asia or Europe (the origin of new ideas). In the future, Asia stars can also be world stars."

Being part of the strategy, Rain has planned to participate in the coming July in a drama with collaboration of Korea, China and Japan. "The drama is planned to be shown in Asia first. Later on, we should be able to attract Asia and even US capital. Then we can try to produce a drama targetting for the world market. I see a high possibility to achieve it."

Where does he get this idea ? "I have been meeting prominent people, sometime they will say, 'Oh, it will be nice if it could be made into a drama, can you give it a try ?' The ideas are accumulated in this way. I also get ideas from participating in gathering of those investors of cultural industry."

Rain also talked about his local cultural strategy. Rain said that if there is no 100% local culture, Hallyu will not sustain. "Though it is not our era, but like in the latter 80's, where movies like 'A better Tomorrow', 'The Killer', describing the social instability of China , Hong Kong, that's the time when I am born. Though there are people imitating by holding a toothpick in the mouth and walked around, it will not go too far. I think the main problem here is that it has not been localized. If at that time, the Hong Kong artists can speak Hangul or fluent in English, they sure can have a place in Hollywood and still be popular today.

In order not to repeat the same mistake, he has been trying hard to master English. In order to be localized, he has been doing it in a different way in US. Localization tactics are applicable to both China and Japan. "If you want to communicate successfully with Chinese, you need to learn Chinese and their culture. I think I also need to master a certain level of Japanese, I plan to learn more in the coming year."

One will only succeed with preseverance and pride

Rain said that for him, the final result is more important than the process. Even if one has put great effort in doing something, but if the result is not good, people will just say that one has failed. If we say it using marketing terms, I really think that the final result is very important. If it is really required, you need to hold on to it, no matter what you need to endure what kind of hardships.

What is the motivation behind a Rain like this? He answered immediately, "is my Mom. She has taught me a lot of things." He said he still needs to learn a lot of things from JYP.

Are there any other reasons? Surely, strategies and investment is required to make Rain as what he is now. "I, as a merchandise, also has my own strategies and investments plan. I am a 'made' merchandise. I hope all of you will not have a malicious view when you see the word 'merchandise'. There is nothing wrong to be a powerful and influential merchandise. I need to become strong and powerful, otherwise, my juniors will have a rough road ahead.

Though he said that he has realized a lot of dreams within a short time, but there is still a long way ahead.
"I hope in 5-10 years time, I could be a prominent actor representing Asia. Fans seems to like me to be an actor for dramas rather than singer."

He also expressed his wish of setting up a fund.
"I try my best to earn money now is because I want to set up a fund. Though I am not sure whether I can achieve it, I want to set up a place in Korea, to teach those kids that want to sing or dance or act."

Source: www.hankyung.com
Korean to Chinese by 小曹曹@Cloud China
Chinese to English by wloi@rainhk