China embraces K-pop cultural event

The 2014 Mnet Asia Music Awards (2014 MAMA), one of the major K-pop music celebrations held annually, is held in Hong Kong on December 3. This year's event was sponsored by UnionPay International, a subsidiary of China UnionPay (CUP) focusing on the growth and support of UnionPay's global business.

Korean popular music, or K-pop, swept over Hong Kong once again as the 2014 Mnet Asia Music Awards was held on December 3.

As one of the major K-pop music celebrations held annually by CJ E&M through its music channel Mnet, the award-presenting ceremony at 2014 MAMA, sponsored by UnionPay International, a subsidiary of China UnionPay, involved some of the most well-know celebrities, not only from South Korea, but from other countries and regions including the Chinese mainland, Hong Kong, Japan and the United States.

Two major awards, including the UnionPay Song of the Year and UnionPay Artist of the Year in Asia", were presented by Andy Lau and Song Seung Hun to Big Bang's Taeyang and EXO Band respectively, the two most popular K-pop bands in Asia.

Overseas spectators going to the event came mainly from South Korea, Southeast Asia, Hong Kong, Macau, Taiwan and other regions, who gave an active response to the UnionPay sponsorship which was considered to enhance its brand recognition among the young people worldwide.

During the event, its cards drew great attention from fans across the globe for its numerous exclusive offers in Hong Kong and South Korea.

"I heard that UnionPay cardholders can enjoy many special offers if they use its cards in Hong Kong during the event, so I particularly applied for them at two different banks before the event," wrote a South Korean online.

In addition, the BC Card Expedition Team organized by UnionPay International gave South Korean cardholders an opportunity to experience UnionPay card acceptance environment in Hong Kong, making them closer to cardholders.

K-pop has influenced many Asian countries including China since the 1990s thanks to the popularity of Korean TV dramas such as Endless Love and Full House starring renowned Korean actress Song Hye Kyo and My Love from the Star starring Gianna Jun and Kim Soo Hyun, the most popular Korean stars in 2014.

The overwhelming popularity of Korean popular culture has inspired many Chinese students to go to Korea for further study as it is a "Holy Land" of pop culture for them. Such exchange has been made possible as many Korean universities are welcoming Chinese students with open arms.

According to reports from the Yonhap News Agency, the number of Chinese students in Korea reached 54,235 in 2013, topping international students in Korea. Many Korean students also aspire to come to China, the second largest economy in the world, for a bright future.

Moreover, Chinese and Korean universities have launched many student exchange programs, enabling students to study overseas for a short time, greatly benefiting Sino-Korean cultural communication.

(Source: study-shanghai.org)