Hallyu (Korean Wave)
Hallyu, or the Korean Wave, no longer refers only to the popularity of Korean television dramas and pop music in Asia. It has evolved into a broad global cultural phenomenon encompassing streaming series, film, music, webtoons, games, fashion, beauty, food, and the Korean language itself. According to the 2025 Overseas Hallyu Survey released by Korea’s Ministry of Culture, Sports and Tourism and KOFICE, 70.3% of respondents across 28 regions said they liked Korean cultural content, and 68.2% said they would recommend it to others. The same survey found that K-pop is still the image most closely associated with Korea, followed by Korean food and dramas.
What has changed most since the early years of Hallyu is speed and reach. Korean content is now consumed almost simultaneously around the world through global streaming platforms, social media, short-form video, and international fan communities. The 2025 survey also showed that respondents spent an average of 14 hours per month consuming Korean cultural content, and that Korean food, music, beauty, and drama are all now seen as mainstream in many markets. Hallyu is no longer a regional trend; it is a durable part of the global cultural economy

BTS In 2018, boy band BTS won the Top Social Artist Award at the Billboard Music Awards for two years in a row, becoming the first K-Pop act to do so. With their album, “Love Yourself: Tear,” topping the Billboard 200 albums chart and its track, “Fake Love,” landing in the 10th place on the Hot 100 singles chart, BTS has become the most successful Hallyu act since Psy.

1. EXO one of the most popular idol groups that have captivated the world with their perfectly in-sync group dances

2. TWICE the first Korean girl group to acieve the milestone of reaching over 200 million views on YouTube
K-Pop
K-pop has become one of the most visible and influential drivers of Hallyu. The genre’s global rise was accelerated by Psy’s “Gangnam Style,” then transformed by the worldwide success of BTS and BLACKPINK, and is now being sustained by multiple generations of artists with strong international followings. BTS remains one of the most streamed groups in the world, while newer and continuing acts such as Stray Kids, SEVENTEEN, TWICE, ATEEZ, IVE, and others have helped make K-pop a consistent force on major global charts.
Recent achievements show that K-pop is no longer a novelty in the global market. Stray Kids earned their eighth No. 1 on the Billboard 200 in 2025, while Billboard noted that K-pop albums have repeatedly topped the chart in recent years. IFPI also recognized SEVENTEEN as a major global album sales leader, reflecting the genre’s power not only in streaming and fandom but also in worldwide music consumption. K-pop today is an international industry supported by touring, fandom platforms, fashion partnerships, digital media, and a highly organized global fan culture.
TV Dramas
Korean dramas remain one of the strongest pillars of Hallyu, but the medium has shifted dramatically from traditional broadcast exports to global streaming distribution. While earlier landmark titles such as Winter Sonata and Dae Jang Geum introduced Korean storytelling to overseas audiences, the streaming era has brought Korean series into the mainstream of global entertainment. Recent favorites identified in the 2025 Overseas Hallyu Survey include Squid Game, Queen of Tears, Crash Landing on You, True Beauty, and Lovely Runner.
No title better illustrates this transformation than Squid Game. Netflix reports that Season 1 remains its most popular non-English TV season, while Season 2 also became one of Netflix’s biggest seasons ever, with 192.6 million views, and broke the platform’s first-week viewership record when it debuted in December 2024. This level of success confirms that Korean drama is no longer simply an export category; it is now central to the global streaming conversation.
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1. Descendants of the Sun, drew an audience share of over 30% in Korea. 2.Dokkaebi, which refers to a mythical Korean goblin, opened a new chapter in fantasy dramas.
Movies
Korean cinema has moved from critical acclaim to historic global recognition. Director Bong Joon Ho’s Parasite marked a turning point when it won Best Picture at the 92nd Academy Awards, the first non-English-language film ever to do so. The film continues to be recognized as one of the defining achievements of modern Korean culture and remains the most preferred Korean movie in the 2025 Overseas Hallyu Survey.
Since then, international interest in Korean film has remained strong, supported by the worldwide visibility of Korean directors, actors, streaming platforms, and film festivals. The Hallyu ecosystem has also expanded beyond live-action film into animation, webtoon-based adaptations, and cross-media storytelling, showing how Korean intellectual property now travels across formats and borders with unusual speed.
Webtoons, Publishing, and Korean Language
One of the biggest changes since 2019 is the rise of webtoons and digital storytelling as a core part of Hallyu. Korean webtoons have become a major source of original IP for dramas, films, games, and global publishing, and the Korean government now treats webtoons as a strategic content industry. In 2024, Seoul hosted the inaugural World Webtoon Festival, reflecting the sector’s rapid global growth and cultural impact.
Interest in the Korean language has also grown sharply alongside K-content. The 2025 Overseas Hallyu Survey added Korean language as a category for the first time and found its favorability rating to be 75.4%, higher than the overall Hallyu average. King Sejong Institutes, the leading global network for Korean language and culture education, now operate in roughly 256 locations across 88 countries, demonstrating how cultural interest is increasingly turning into sustained educational demand.
Modern Korean literature has likewise gained new international stature. In 2024, Han Kang was awarded the Nobel Prize in Literature for what the Nobel Committee described as her “intense poetic prose that confronts historical traumas and exposes the fragility of human life.” Her recognition marked a major milestone not only for Korean literature, but for the broader globalization of Korean cultural expression

1. The most respected admiral in history, Yi Sun-sin The Admiral: Roaring Currents, a film which was based on the Battle of Myeongnyang, the fiercest battle of the Imjin Waeran (Japanese Invasion of Korea, 1592-1598), highlights Admiral Yi Sun-sin’s battle tactics and “loyalty” to his people. The movie drew 17.61 million viewers, thus becoming the highest grossing film of all time in Korea. 2. Maestro Chung Myung-whun served as music director and resident conductor of the Opéra de la Bastille in Paris. He received the Una Vita Nella Musica award from the Teatro La Fenice in Venice in July 2013.
Music
The Korean classical music community has continued to produce artists of the highest international standard in both vocal and instrumental music. For instance, five young Korean artists won five prizes in the disciplines of piano, solo vocal and violin at the International Tchaikovsky Competition held in 2011, one of the top three international music competitions.
Korea has continued to produce distinguished vocalists of whom Sumi Jo (soprano), Hong Hei-kyung (soprano), Shin Youngok (soprano), Kwangchul Youn (bass) and Samuel Yun (bass baritone) are eagerly sought after by classical music lovers in many parts of the world. Regarding instrumental music, Yeol Eum Son (piano), Dong-hyek Lim (piano), Sarah Chang (violin) and Zia Hyunsu Shin (violin) regularly perform for their fans - mostly in Korea, the USA, and various European countries.
Lee Hee-ah, a four-fingered pianist, is also a widely acclaimed pianist not only for her great performances but also for her heroic fight against a challenging physical condition.
They were preceded by Korea’s first generation of classical musicians, including two pianists, Han Tong-il and Kun-woo Paik, who fascinated international audiences between the 1950s and the 1970s and who still play to many enthusiastic fans.
Chung Myung-whun, a world-renowned pianist, has received more acclaim for his conductorship in recent years. He has conducted some of the world’s most prestigious orchestras, including the Berlin Philharmonic and the London Philharmonic, before going on to serve as the musical director and resident conductor of the Opéra de la Bastille in Paris. Chung also served as the principal conductor of the Seoul Philharmonic Orchestra and now leads the One Korea Youth Orchestra. He is also widely known in the global music scene as a member of the Chung Trio with his two sisters, violinist Chung Kyung-wha and cellist Chung Myung-wha.
Musical Theater
Korean theater goers have recently begun to pay more attention to musical comedies presented on theater stages. The increased demand for goodquality musicals has resulted in the performance of world-famous musicals such as Jekyll & Hyde, Chicago and Cats either by the original or Korean teams, and the production of new musicals written and directed by Korean talents. Some of these Korean productions have been invited to perform in Japan and Southeast Asia. Korea’s thriving musical theater scene has resulted in the creation of a group of stars such as Choi Jung-won, Nam Kyung-joo and Jo Seung-woo, whose reputation has grown with stage musicals, and Yoon Bok-hee, Insooni and Ock Joo-hyun who have become great musical actresses based on their success on the K-Pop stage.
Modern Dance and Ballet
The launch of the National Dance Company of Korea in 1962 provided the momentum for a surge of interest in modern dance in Korea. The changed environment eventually led to the birth of a great dancer, Sin Cha Hong (or Hong Sin-ja, born in 1943), who is now credited as Korea's first avant-garde dancer and premier performance artist. She learned dance from Alwin Nikolais in the United States and worked there until 1990, and then returned to Korea to involve herself in various activities related with modern dance.
Korea in the 1980s saw the foundation of two ballet companies, Universal Ballet (1984) and Seoul Ballet (1986), which are still actively producing classical ballet performances in Korea and abroad. The increased popularity of ballet resulted in the arrival of distinguished ballet dancers including Kang Sue-jin, who became the first Asian to be a member of the Stuttgart Ballet in 1986. Now, she is an Artistic Director of the Korean National Ballet.
Other successful ballet dancers include Seo Hee who joined the ABT Studio Company in 2004 and became a principal dancer at the ABT in 2012, and Kim Ki-min who became the first Asian ballerina to join and become First Soloist at the Mariinsky Ballet in 2011.
Park Seon-mee, a student at the Korea National University of Arts, became the first Korean to win the Moscow International Ballet Competition, one of the three major ballet competitions in the world, in June 2017.
Modern Art
Lee Jong-sang, a veteran painter, focuses his work on traditional Korean painting. Lee U-fan, Park Seo-bo, and Lim Ok-sang are also Korean painters well known for their unique styles.
Works of prominent artists can be enjoyed in Insa-dong and Samcheongdong in Seoul, where many art galleries are located such as Gana Art Space, the Seoul Art Center Gongpyeong Gallery, and the Kyung-in Museum of Fine Art.
More recently, Cheongdam-dong in Gangnam-gu south of the Hangang River has emerged as a hub of Korean fine art. As for international art events, the Gwangju Biennale launched in 1995 has grown to be a major contemporary art exhibition in Asia.
Modern Literature
Han Kang is the very person who proved the potential for globalization of modern Korean literature. Her novel, The Vegetarian, won the 2016 Man Booker International Prize, which is regarded as one of the world’s three most prestigious literary awards. Han Kang was also chosen to win the 2017 Malaparte Prize, Italy’s authoritative literary award, for her book, Human Acts.
Shin Kyung-sook has also contributed to spreading the Korean Wave to the international literary world. The English-translated version of her novel, Please Look After Mom, published by Knopf Doubleday Publishing Group in the United States was listed in Amazon’s top 10 best sellers soon after its release. The book was promptly published in about 30 countries in Asia (including Japan) and Europe, and in Australia. In June 2012, the author held a successful meeting in Ljubljana, the capital of Slovenia, to mark the publication of her work in the Slovenian language.
The opening of the Korean Studies Department in Sofia University, Bulgaria, in 1995 led to the interpretation of a selection of Korean contemporary novels and short stories for local readers including A Dwarf Launches a Little Ball by Cho Se-hui and Our Twisted Hero by Yi Mun Yol.
The King Sejong Institute, an institution established in 2008 to support Korean language education conducted across the globe increased the number of its affiliated schools from 17 in 2008 to 171 in 54 countries as of July 2017.
Meanwhile, the 78th International PEN Congress took place in Gyeongju, the capital of the ancient Silla Kingdom for one thousand years, in September 2012. The gathering, held in Korea for the third time after 1970 and 1988, attracted 900 men and women of letters from 114 countries across the world, including Nobel laureates such as Jean-Marie Gustave Le Clézio of France, Akinwande Oluwole Wole Soyinka of Nigeria, and Ferit Orhan Pamuk of Turkey.

Korean Cuisine and Culinary Customs
Korean cuisine has become one of the most dynamic and commercially successful parts of Hallyu. What was once concentrated in overseas Korean communities is now widely embraced by mainstream consumers through restaurants, retail products, cooking content, and food-driven tourism. The 2025 Overseas Hallyu Survey found that Korean food ranked first among categories seen as having reached mainstream popularity, and food was also the Korean product respondents most wanted to purchase.
This cultural visibility is being matched by commercial growth. Korea’s Ministry of Agriculture, Food and Rural Affairs reported that K-Food Plus exports surpassed USD 13 billion in 2024 and rose again to USD 13.6 billion in 2025, both record highs. Korean flavors such as kimchi, gochujang, ramyeon, bibimbap, bulgogi, and Korean-style fried chicken now appear not only in Korean restaurants but also in global retail channels, fusion menus, and fine dining. Seoul and Busan’s continued presence in the MICHELIN Guide also reflects the growing international prestige of Korean culinary culture.
Conclusion
Today, Hallyu is not simply a wave of popularity. It is a long-term global platform for cultural influence, creative industry growth, tourism, education, and consumer engagement. From K-pop and streaming dramas to literature, webtoons, Korean language education, and cuisine, Korean culture now reaches global audiences not as a temporary trend, but as a major and evolving part of contemporary world culture.
