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Globalization refers to increasing global connectivity, integration and interdependence in the economic, social, technological, cultural, political, and ecological spheres.

Using the cultural aspects of a country is a type of soft power. Soft power grows out into many other countries. For instance, Hollywood not only affects the US, it also has its impact internationally. This is globalization.



I’m sure everybody has heard of Nike. The video above is a commercial done by Nike that has been broadcasted across Asia including Korea and Japan. The advertisement features many popular stars including BoA, Park Ji Sung, Michelle Wie and last but not least, LeBron James. All of them play significant roles, bringing about the idea of globalization in the commercial.

Let me start off with a brief introduction and their global influence.

BoA, as many should know, is the leading star of the ‘Korean Wave’. Other than her native language, Korean, she is also fluent in Japanese and speaks conversational English. Not only do Koreans and Japanese know her, she is popular across Asia. In addition, she will be stepping onto the international stage soon.

Park Ji Sung is another Korean who has remarkable achievements. He currently plays for the South Korean National team and Manchester United. As we all know, Man U is a very popular football club internationally. He is first of his countrymen to play in the much sought-after English Premier League. In the 2002 FIFA World Cup, he is pivotal in helping take South Korean to the Semi-Finals. His international achievements are notable.

Another sports player, Michelle Wie is a 18 year old female golfer, also the youngest woman ever selected to play as the U.S. team. Even though she is an American passport holder, she is a Korean. Wie has gained fame for her attempts to make a cut at a PGA Tour event, an important competition for many international golfers. In 2006, she was named in a Time magazine article, “one of 100 people who shape our world”. Time magazine, known by many, is prestigious and it is indeed a great honour to be featured in it. To some extent, we can see how influential she can be. Possibly not now, but without doubt, the future of the international golf scene.

Lastly, there is LeBron James. This NBA player has signed with Nike a $90 million show contract and released a series of advertisements. James was highly promoted within the national media in the United States as a future NBA star.

The commercial made use of stars all over the globe, particularly Koreans since it is after all for Asia broadcast. How effective can this use of stars be? Consumers, especially fans are attracted to the commercial. They want to have the same outfit as what their idols are wearing. I’m sure the profits made by Nike is heaps higher than the amount they had paid these stars. Globalisation can cost more than the $90 million Nike paid LeBron. Despite the high cost, globalization benefits them more.

Nike is now an established company and the largest sportswear supplier in the world. We have to give due credit to globalization and marketing for their achievements.