Title: South Korean Box Office Struggles to Embrace Barbie Film with Feminist Themes
South Korea’s box office appears to be hesitant in embracing feminist-themed foreign movies, as evidenced by the lackluster performance of Barbie. While the iconic doll continues to achieve success around the world, it has failed to captivate South Korean cinema-goers due to cultural reluctance surrounding feminist narratives.
According to the Korean Film Council, Barbie only managed to sell just over 460,000 tickets since its release on 19 July. During its opening weekend, the film garnered a mere 8% share of the total box office revenue, followed by a disappointing 3.9% in its second weekend. In contrast, films like Mission: Impossible – Dead Reckoning Part One and Pixar romance Elemental have fared significantly better, selling over 3.6 million and 5.8 million tickets respectively.
Critics and activists attribute the film’s underperformance in South Korea to the societal resistance to feminist themes. Haein Shim, a women’s rights activist, believes that Barbie’s focus on women empowerment and feminist humor may have deterred cinema-goers. She points out that the fear of being labeled a feminist in South Korea is a genuine concern. In a society deeply rooted in patriarchy, the word ‘feminism’ carries negative connotations and remains a taboo subject.
Unfortunately, South Korea still ranks poorly in gender equality among advanced nations. The country exhibits the worst gender pay gap among OECD nations and consistently lands at the bottom of the Economist’s Glass Ceiling Index, which assesses equal treatment of women in the workplace. Additionally, societal pressure frequently compels women to abandon their careers after childbirth, while sex crimes against women persist with many perpetrators receiving lenient sentences.
President Yoon Suk Yeol, prior to his election, disassociated himself from the feminist label and even blamed feminism for the country’s low birthrate. He argued that South Korea had no structural gender discrimination. This stance reflects a broader sentiment within conservative factions of Korean society that vehemently oppose what they consider to be radical feminism.
Film critic Youn Sung-Eun suggests that even though South Koreans may agree on the principles of gender equality, there is still significant resistance within the conservative society to films like Barbie that feature prominently sensitive feminist themes. The intention behind Barbie is to entertain, but in a society where the concept of gender equality is polarizing, the film may have missed the mark.
Prior to its release, localized versions of Barbie’s promotional materials in South Korea omitted empowering slogans like Barbie is everything and He’s just Ken, sparking criticism for allegedly undermining the film’s feminist message. Warner Brothers Korea claimed that the omission was unintentional and that they had initially focused solely on the characters’ names and images during the early stages of their promotional campaign.
Over the years, feminism in South Korea has developed a negative perception associated with radical behavior, particularly among male-dominated online communities. According to a 2019 survey by local media outlet SisaIN, 62.3% of men in their 20s believe that feminism aims for female supremacy rather than gender equality.
It is worth noting that the underperformance of Barbie in South Korea is not surprising when compared to its success in Western markets. Jason Bechervaise, a local film critic and researcher, suggests that while some female-driven films do struggle locally, other factors also influence a movie’s performance in the unique Korean market. For example, locally produced movies like Smugglers, which features a strong female cast, have been topping the box office.
Barbie’s reception across Asia has been mixed for various reasons. While the film faced bans in Vietnam and criticism in the Philippines due to its portrayal of disputed Chinese territorial claims, it has reportedly enjoyed increased screenings in China.
Ultimately, South Korea’s reluctance to embrace feminist-themed foreign movies like Barbie highlights the ongoing challenges surrounding gender equality in the country. Promoting gender equality, dismantling the deeply rooted patriarchal system, and changing societal perceptions remain crucial steps towards progress.
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