Journal of Cultural Economics

, Volume 39, Issue 1, pp 99–121 | Cite as

Local consumers’ reception of imported and domestic movies in the Korean movie market

  • Sangkil Moon
  • Barry L. Bayus
  • Youjae Yi
  • Junhee Kim
Original Article


We look into how local consumers receive foreign cultures embedded in imported movies against customized local cultures in domestic movies in the Korean movie market. We theorize that imported movies (mostly, American movies), which often have bigger budgets and superior moviemaking techniques, suffer from cultural discount in appealing to local (Korean) viewers. By contrast, homemade domestic (Korean) movies appeal to their own national market more effectively with customized cultural content (cultural categorization). Specifically, before movie release, imported movies tend to generate generally lower expectations because of local viewers’ cultural discount of those movies. Conversely, local domestic movies tend to generate generally higher but more polarized expectations arising from local viewers’ cultural categorization of the movies. These aspects lead domestic movies to perform better in theaters in the number of viewers and the movie’s life length. Imported movies, however, attain similar levels of viewer satisfaction because they have smaller and differentiated customer bases. Using multiple-source Korean movie data, we empirically support our theory. Finally, we discuss the practical importance of understanding and strategically utilizing these cultural issues from Hollywood studios’ perspective.


Cultural discount Cultural categorization Pre-release expectations Post-viewing satisfaction Korean movie market 



The authors appreciate enormous assistance from Sang-Jin Yim at CJ E&M, Seoul, Korea, for the data used for this research and his insightful comments. Finally, we thank the participants in the first author’s seminar on this research at UNC-CH for their valuable comments.


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Copyright information

© Springer Science+Business Media New York 2014

Authors and Affiliations

  • Sangkil Moon
    • 1
    • 2
  • Barry L. Bayus
    • 2
  • Youjae Yi
    • 3
  • Junhee Kim
    • 2
  1. 1.Department of Marketing, The Belk College of BusinessUNC CharlotteCharlotteUSA
  2. 2.University of North Carolina at Chapel HillChapel HillUSA
  3. 3.Seoul National UniversitySeoulKorea

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