I’ve tried watching Squid Game season two… it’s not as good as the first one IMO. At least I tried. So I went back and watched season one again.
In 2021, Netflix’s Squid Game captured global attention, becoming the platform’s most-watched series. Beyond its gripping storyline, the show highlighted South Korea’s mastery of soft power. By investing in its cultural industries—K-dramas, K-pop, films, and webtoons—South Korea has transformed itself into a global cultural force, stimulating its economy and reshaping its global image.
The Hallyu wave, exemplified by Squid Game, isn’t about coercion or force. It influences and attracts by telling stories that resonate universally. This strategy has elevated South Korea’s tourism, boosted exports of fashion and cosmetics, and cultivated admiration for its culture. It’s beginning to show signs of influencing younger people in North Korea. It’s a lesson in soft power that mirrors the growing influence of podcasts in the digital age.
Podcasts as Modern Soft Power
Like South Korea’s cultural exports, podcasts thrive on storytelling and emotional resonance. They create meaningful connections, fostering trust and loyalty without overtly demanding action. Unlike sales tactics—examples of hard power that push for immediate results—podcasts take a gentler, longer-lasting approach. This is why so many new podcasts fail quickly – they don’t show immediate results.
A compelling podcast episode might share business insights, unravel a mystery, or entertain with humor. The goal isn’t to sell but to engage listeners on a deeper level, building a relationship over time. This is the essence of soft power: influence through value and connection.
Long-Term Impact vs. Short-Term Gains
Podcasts are powerful because they cultivate lasting relationships. A loyal listener tunes in week after week, building trust with the host and the brand behind the content. Over time, this trust translates into influence that’s more enduring than a hard-sell approach.
Hard power tactics, like aggressive advertising, may yield quick results but often lack emotional depth. They can’t match the lasting impression of a podcast that informs, inspires, or entertains its audience. Podcasts provide a unique opportunity to build influence organically—just as Squid Game did for South Korean culture.
The Power of Influence
In a world resistant to hard-sell tactics, podcasts exemplify the power of authenticity and connection. Like Squid Game, they invite audiences to engage deeply, leaving a lasting impression.
By embracing storytelling and fostering emotional resonance, podcasts become modern tools for soft power. Whether you’re sharing a vision, building a brand, or sparking change, remember: influence doesn’t have to be loud—it can be soft, and it can be lasting.