It sounds like the plot of a Korean drama, but this is in fact the storyline of the Nigerian film My Sunshine – Korean Naija.
Directed by Nigerian rapper and television producer JJC Skillz, it was written by actress Kemi Ikuseedun who also plays the protagonist Charis.
The setting is the Korean-language school that Charis attends. On her first day, the principal praises Korean as "the best language in the world."
Korean phrases such as ajik hangug-eo jalhaeyo (I’m still good at Korean) and jinjja jalsaenggyeosseo, eotteokhae (He is so cute—oh my God) appear continuously throughout the film's 1-hour-15-minute runtime.
The film drew 609,000 views within nine days of its release on YouTube in late 2024 and has since surpassed 1.4 million views as of Friday. Such interest would have been difficult to imagine even a decade ago.
The numbers point to South Korea's presence in Africa as no longer defined solely by trade or diplomacy, but increasingly by culture.
"K-content should be seen not merely as a cultural phenomenon, but also as a form of soft infrastructure that lowers barriers to market entry," said Choi Doo-young, a professor at the Graduate School of International and Area Studies at Hankuk University of Foreign Studies.
The Cultural Entry Point
The rise of My Sunshine – Korean Naija illustrates how Korean narratives have become locally adaptable. In Nigeria, one of the world's largest film industries, Korean storytelling conventions have been absorbed, reinterpreted, and re-exported in a distinctly African context.
This is not simply imitation. It reflects a deeper cultural alignment. Across parts of Africa, K-pop and K-dramas have built a following among younger audiences, creating familiarity with Korean language, aesthetics, and social norms.
That familiarity carries economic implications. Cultural affinity often translates into consumer behavior: demand for Korean cosmetics, electronics, food, and digital services. In this sense, culture is not an accessory to economic engagement—it is a precursor.
"In Africa, people see Korea as a country that was once colonized and poor but has achieved remarkable success. That creates emotional resonance," Kim said.
A Different Model from China
For years, Africa's external partnerships have been dominated by China, whose influence is visible in large-scale infrastructure projects across the continent. But that model has increasingly come under scrutiny.
"It often comes in the form of loans, with Chinese companies, materials, and labor brought in. As a result, local markets do not develop."
The critique is not that infrastructure is unnecessary. The concern is that such projects can leave behind debt without fostering sustainable local industries.
Korea's approach, by contrast, is emerging as more integrated and potentially more sustainable. Rather than focusing narrowly on construction, Korean engagement increasingly combines industrial development, technology transfer, and human capital formation.
"Korea's economic engagement with Africa is now evolving beyond the simple securing of raw materials," Choi said.
"It is increasingly taking the form of a more integrated model that brings together industry, technology, and institutions."
Digital Leapfrogging
One of the clearest areas of alignment between Korea and Africa is digital transformation.
Unlike industrialized economies, many African countries are not constrained by legacy systems. This allows them to leapfrog directly into digital governance, mobile finance, and platform-based economies.
Korea's experience in building e-government systems, customs platforms, and digital infrastructure makes it a natural partner. These systems not only improve administrative efficiency but also create the institutional foundation for private-sector growth.
Companies like Samsung and LG are already participating in the development of smart cities and digital communities across the continent, embedding Korean technology into everyday life.
Green Growth and Shared Challenges
Climate change represents another area of convergence.
Africa contributes less than 4 percent of global carbon emissions but bears a disproportionate share of the consequences, from droughts to floods and displacement.
This has pushed many governments toward green growth strategies, emphasizing renewable energy, sustainable agriculture, and climate resilience.
According to Kim, the country has more than 80,000 companies in environmentally related sectors.
Initiatives such as the K-Ricebelt Project, introducing improved rice varieties and smart farming techniques, demonstrate how this cooperation can address both food security and environmental sustainability.
From Resources to Value Chains
As global supply chains shift, Africa's importance to Korea is also growing.
The continent holds significant reserves of critical minerals such as cobalt, lithium, nickel, and graphite, which are essential for batteries, semiconductors, and renewable energy systems. Securing access to these resources is becoming a strategic priority for Korea.
But the Korean model, Choi argues, is not limited to extraction.
"The strength lies in building cooperation across the value chain, including refining, processing, and technology transfer," he said.
This approach aligns with Africa's own development goals, which increasingly emphasize industrialization and local value addition rather than raw material exports.
Beyond large corporations, startups are emerging as a critical bridge between Korea and Africa.
Africa's startup ecosystems, from fintech in Nigeria and Kenya to climate tech across the continent, are expanding rapidly. At the same time, Korean startups face barriers in entering mature markets such as the United States and Europe.
"Africa is a land of opportunity for Korean startups," Kim said, pointing to the growing number of startup conventions across the continent.
Collaboration in areas such as digital platforms, smart agriculture, and renewable energy could create mutually beneficial ecosystems, linking Korean innovation with African demand.
Culture as Strategy
The success of My Sunshine – Korean Naija ultimately reveals something fundamental: culture is no longer peripheral to geopolitics. It is central to it.
Korea's engagement with Africa is not built on overwhelming financial power. As Kim acknowledged, "We cannot compete with China's capital."
Instead, it rests on a different set of assets: cultural familiarity, shared historical experiences, technological capability, and a development model that many African countries find relatable.
In a global landscape shaped by competition among major powers, this combination may offer Africa a distinct alternative.
"Economic cooperation between Korea and Africa should not be viewed as an extension of aid, but rather as a partnership for joint industrialization," Choi said.
And if a Nigerian high school romance conducted partly in Korean can capture the imagination of so many, it suggests that this partnership is already taking root, not in conference rooms, but in culture.
Copyright ⓒ Aju Press All rights reserved.