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Japan continuing to be the biggest market for the Korean Wave; however, in contrast to public sentiment, continued arguments about an anti-Korean Wave result from the historical conflict between the two countries. Recently, the argument seems to have intensified, with anti-Korean Wave demonstrations. Moreover, we have seen a sense of guardedness against the Korean Wave, even from people who have enjoyed it.
This result came from the mostly mutual gap between the two countries�� stances about the Korean wave. It appears that many in the Japanese public feel uneasy with the government involvement in cultural business, and they consider the Korean Wave only as consumption of mass culture product. The Korean government tries to have a empathic national identity to the Korean Wave, such as the ��Brand power policy,�� but this could be stimulating Japan nationalism.
Thus, the relationship between the two countries needs to be carefully considered in the progression plan for the Korean Wave��s advancement into Japan.