A professor of Korean studies at a Paris university said creativity is the most important factor in maintaining the worldwide popularity of Korean pop culture.

At a news conference on Monday ahead of the Seoul International Drama Awards 2011 in Seoul, Professor Martine Prost said that creativity in cultural content is important. She expressed hopes that the Hallyu content will maintain the vigor typical of Koreans.

Actor Yoo-chun Park, a popular actor and former singer, was also present at the conference as he was named for the people’s choice award. Approximately 40 Hallyu fans from France and Rumania attended the event as well.

This year’s awards received the largest number of entries with some two-hundred shows from a total of 37 nations. There are 39 shows that have made the final round, for which the finalists will vie for awards in the single, miniseries, and drama series categories.