K-pop's biggest global hit is, arguably, BTS, which has been on hiatus as its members completed national service. The pop group is slated to make a return to the stage later this year. — BigHit Music
LIKE almost every other person on this planet, Malaysia’s French-speaking ambassador to South Korea is captivated by Korean cinema.
“It stands out for its artistic depth and technical excellence. Korean films often explore complex social themes and human experiences with remarkable storytelling and high production values.
“This blend of creativity and social commentary provides a window into Korean society and culture,” says Datuk Mohd Zamruni Khalid in a recent e-mail interview.
He cites 2019 movie Parasite as an example. The Oscar-winning movie, he says, is a commentary on the Korean economic and cultural divide crafted in a funny yet compelling way.
In an interview to mark his first year as ambassador to South Korea, Zamruni says his role goes beyond diplomacy.
“My time here has deepened my appreciation of how K-pop, K-dramas, and other elements influence society and beyond. This insight helps me craft diplomatic initiatives that respect cultural nuances and build stronger, meaningful ties between our nations,” says Zamruni, who took up his post in Seoul in April last year.
He says that the “hallyu” (Korean wave) has given him valuable tools to foster cultural exchange and collaboration: “By leveraging this, I aim to strengthen the bonds between our countries and encourage cultural and diplomatic partnerships.”
The Korean wave, he says, has left its imprint on Malaysian popular culture, igniting an enthusiasm for Korean entertainment, cuisine, language, and traditions: “This passion has fostered a warm image of the ROK [Republic of Korea], paving the way for richer diplomatic, economic, and social connections between our nations.
“We have witnessed growing interest through increased enrolment in Korean language classes, a surge in tourism, and a rising demand for Korean products, all of which demonstrate a fertile ground for deeper and more meaningful cooperation.”
Malaysia, he says, ought to reciprocate by actively promoting its own vibrant heritage.
He says the hallyu has served as a powerful catalyst for cultural diplomacy, bringing Malaysians and Koreans together through film festivals, concerts, and traditional arts performances, among others.
“I believe Malaysia can take a page from Korea’s playbook by showcasing our own diverse culture more boldly. Doing so will foster a dynamic two-way cultural exchange, allowing both countries to learn from and celebrate each other’s unique identities.”
He says that initiatives like Visit Malaysia 2026 will enable Koreans to experience the rich culture, landscapes, and traditions of Malaysia.
“Beyond tourism, we aim to create immersive experiences that connect visitors with local communities and highlight Malaysia’s vibrant arts, ecotourism, and culinary scenes.
“Promoting Malaysia as a hub for education and professional development will also attract Korean students and entrepreneurs.”
There could also be arts residencies for collaboration, culinary projects blending Malaysian and Korean flavours, and joint research in technology, healthcare, and sustainability, Zamruni says.
“To enrich this exchange, we can leverage on digital platforms that connect Malaysians and Koreans in new ways. Virtual reality tours of historical sites, online language programmes tailored to specific interests, and collaborative digital storytelling by students will create accessible and engaging experiences,” he adds.
Since assuming his ambassadorial post last year, he has been acquainting himself with the nuances of Korean language, though he acknowledges that he has much to learn.
Zamruni, who is fluent in French, having completed his master’s degree in France, is now eager to pick up Korean so that he can engage more with the local community.
“It would allow me to have more meaningful conversations, gain firsthand insights into local perspectives, and build trust with the people.
“Moreover, it would enable me to navigate complex political, economic, and social issues with greater nuance, ensuring that my actions and decisions are informed by a deep understanding of the local context.”
