The evocation of Hollywood (the Korean entertainment industry has been variously labeled “Hallyuwood” and “Kollywood”) demonstrates the ambition of the Korean strategy. Each cultural product is designed to have wider economic and cultural benefits. For example, Tada-Amnuaichai (2007) describes how the various Korean provinces compete to be able to use the climax scene in a Korean serial to promote tourism. Streets have been renamed and monuments erected to tie in with major serials. The soft power benefits in Thailand include increased tourism to South Korea, increased awareness of South Korean culture and a surge in young people learning Korean in preference to Japanese or Mandarin. Remarkably all of this has been achieved without control of distribution networks by Korean companies.