Location

Seoul, Busan, Daejeon, South Korea

Program Description

The six-credit program offers students the opportunity to explore organizational operations and public relations strategies associated with the Korean Wave, with a particular focus on the thriving K-pop and sports industries in Korea. Over the course of three weeks, students will visit key organizations, companies, and college campuses connected to the Korean Wave, including those related to K-pop, K-dramas, K-movies, K-food, K-cosmetics, K-sports, public relations agencies, and other popular destinations for K-pop fans in Seoul and Busan. The program also includes field trips to broadcasting stations, K-pop-related events, and both traditional and contemporary Korean music performances, including K-musicals. Additionally, students will attend professional soccer and baseball games, as well as visit sports-related organizations such as World Taekwondo and the Organizing Committee for the 2027 Chungcheong FISU World University Games.

Students will receive the required readings, lectures, and assignments for the course prior to the trip. Faculty directors will use Canvas to remind students about readings and assignment instructions. Students will also be introduced to communication professionals working in the entertainment and sports industries. Assignments will primarily involve writing reflection essays or creating blog or vlog stories based on their visits and interactions. The final project will consist of case studies focused on the impact of the K-wave on both internal communication, organizational operations, and external communications, strategic public relations plans, for one of the organizations visited during the trip. Additionally, students will have the opportunity to have a personalized trip, funded by the program, and will have free time on weekends to explore Seoul and nearby cities independently.

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Location Description

Seoul, the capital city of South Korea, is a dynamic metropolis that encompasses rich historical traditions and cutting-edge modernity. It features historic sites like Gyeongbokgung Palace, many old Buddhist temples, and very modern architecture such as the Lotte World Tower.

Additionally, Seoul is a global hub for fashion, K-pop, and technology. The city is considered very safe, with a low crime rate and a strong police presence. The public transportation system, including subways and buses, is known for being safe, clean, and efficient, operating until late at night.

Busan is a port city and the second-largest city in South Korea, located along the Pacific Ocean. It is known for its two major beaches, which are popular for their scenic coastlines and vibrant atmosphere. The beach areas and cultural squares are lively with festivals and street music performances throughout the year. Busan also boasts cultural landmarks such as Haedong Yonggungsa Temple and Gamcheon Culture Village. The city hosts the renowned Busan International Film Festival (BIFF), which attracts filmmakers and movie stars from around the world each year. The Busan Cinema Center, the official venue of BIFF, features multiple theaters, editing rooms, film libraries, and more.

Daejeon is one of the host cities for the 2027 Chungcheong FISU World University Games. Located in the central region of South Korea, the city serves as a hub for science, technology, and education. Often referred to as the "Silicon Valley of Korea," Daejeon is home to several prestigious research institutes and universities, including KAIST (Korea Advanced Institute of Science and Technology) and Daedeok Innopolis, a major research and development complex.

Director

Chang Wan Woo | woocw@jmu.edu | SCOM

Victoria Bertram | bertravl@jmu.edu | SCOM

Accommodations

Students will stay in a hotel with shared double rooms. The hotel is centrally located in Seoul, close to many popular tourist attractions such as Myeongdong, Gyeongbokgung Palace, Cheonggyecheon Stream, Namsan Seoul Tower, and more. Subway stations are within walking distance, making transportation convenient. The hotel offers breakfast, free Wi-Fi, an on-site gym, and laundry facilities. Numerous restaurants and grocery stores are also located nearby, providing easy access to meals and essentials.

Students will receive a daily meal stipend of $25, which will cover approximately 2 meals per day.

Additional Items to Consider

Cell phone use is very easy and affordable in South Korea. Students can buy a USIM or an ESiM card at the airport for about $45, which provides 20 days of unlimited 4G data.

Students will also be given a transportation card pre-loaded with $100, which can be used for subways, buses, and taxis.

Students are strongly encouraged to take SCOM 260, Introduction to Public Relations, and a Korean language class, though it is not required. Knowing Korean will be helpful, but one of the faculty directors is fluent in Korean, and quite a few people in Korea understand and speak basic English.

Applicant Criteria

Applicants must have a GPA minimum of 2.0

KOR 101 and SCOM 260 are recommended

There will be a one-week coursework prior to the official program start date. Canvas work will begin on May 18.

Open to first-years, sophomores, juniors, seniors and graduate students in all majors.