The “Hallyu [Korean Wave] Expo in Asia” opened this week on the Korean island of Jeju this week:

Titled “Hallyu Expo in Asia,” the exposition is a high-tech multimedia event to promote Korean culture to outer regions by providing participants with the chance to experience dramas, movies and pop music.

“The expo is to highlight the cultural pride of Koreans by expanding Korean pop culture to other Asian countries. Also with the participation of many ‘hallyu stars,’ we would let the people in other nations realize the infinite value of hallyu,” said the Hallyu Expo Committee in a statement.

Here’s an example of how the Japanese news media covered the opening day of the expo:

Highlights:

An example of one of the 2500 Japanese tourists who traveled to the beginning of the event. Her reason for coming? A chance to see Bae Yong-joon (Yon-sama)!

Before or after seeing Yon-sama, his Japanese fans can enjoy one of the Bae Yong-joon meals that local restaurants are offering. This pictured meal feeds four Yon-sama-hungry old ladies for a price of 12,000 yen (about 103 US dollars).

When Yon-sama arrived, the ladies in the crowd went wild. As the Chosun Ilbo reports:

When he finally showed up during Jeju City Mayor Kim Tae-hwan’s opening address, Bae, his hair tied up in a ponytail for the filming of the new drama “Taewangsasingi”, waved and smiled. It was his first official appearance since promoting the movie “April Snow” last year. Chaos ensued. The fans, mostly women between 30 and 80 who had come to Jeju by charter plane, shouted for joy, drowning out the mayor’s speech. Bae laid a finger on his lips to quiet down the excited crowd, but it took 10 minutes before Kim was able to wrap up his address.

Fans braved sharp gales in the island to get a glimpse of their idol. Digital camera in one hand, binoculars in the other, they hung on Bae’s every little gesture. A 57-year-old Japanese fan who gave her name as Kiyoko said she made the three-night visit to Jeju only to see Bae and was satisfied to get a look at him even from a long distance. Asked why she likes Bae so much, she answered the Korean actor was graceful and gentle, qualities rarely found in Japanese men.

Show us your signature grace and your gentle smile, Yon-sama! Oh, if only other men could keep a stupid smile on their faces for so long!

The sight of Yon-sama’s beauty brought this woman to tears.

The economic effect of the “Korean Wave” might be fading fast, but these die-hard Japanese fans don’t care!