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{{Short description|Increase in global popularity of South Korean culture since the 1990s}}
{{Copy edit|date=July 2022}}
{{Use dmy dates|date=August 2021}}
{{Culture of Korea}}
The '''Korean wave''' or '''K-wave''' ({{ko-hhrm|hangul=한류|hanja=韓流|rr=Hallyu|mr=Hallyu}}, {{audio|Ko-한류.oga|listen}}, a [[neologism]], literally meaning "wave/flow of [[Korea]]") is the increase in global popularity of [[culture of South Korea|South Korean culture]] since the 1990s.<ref name="Lara Farrar">{{Cite news|last=Farrar|first=Lara|date=31 December 2010|title='Korean Wave' of Pop Culture Sweeps Across Asia|url=https://www.cnn.com/2010/WORLD/asiapcf/12/31/korea.entertainment/index.html|work=CNN|access-date=16 March 2010}}</ref><ref>{{Cite web|url=https://india.korean-culture.org/en/144/korea/46|title=Hallyu (Korean Wave)|author=<!--Not stated-->|date=n.d.|website=Korean Cultural Center|publisher=Korean Culture and Information Service|access-date=6 September 2021}}</ref><ref>{{Cite journal|last=Ravina|first=Mark|date=2009|url=http://www.uky.edu/Centers/Asia/SECAAS/Seras/2009/02_Ravina_2009.pdf|title=Introduction: Conceptualizing the Korean Wave|journal=Southeast Review of Asian Studies|volume=31|pages=3–9|archive-url=https://web.archive.org/web/20150611003859/http://www.uky.edu/Centers/Asia/SECAAS/Seras/2009/02_Ravina_2009.pdf|archive-date=11 June 2015}}</ref> First driven by the spread of [[Korean drama|K-dramas]] and [[K-pop]] across [[East Asia|East]], [[Southeast Asia|Southeast]] and [[South Asia]] during its initial stages, the Korean Wave have since evolved from a regional development in Asia into a global phenomenon, carried by the Internet and social media and the proliferation of K-pop music videos on [[YouTube]].<ref>{{Cite magazine|last=Yoon|first=Lina|date=26 August 2010|title=Korean Pop, with Online Help, Goes Global|url=http://content.time.com/time/world/article/0,8599,2013227,00.html|magazine=Time|archive-url=https://web.archive.org/web/20130930053745/http://content.time.com/time/world/article/0,8599,2013227,00.html|archive-date=30 September 2013}}</ref><ref name="Mark James Russell">{{Cite magazine|last=Russell|first=Mark James|date=27 September 2012|title=The Gangnam Phenom|url=https://foreignpolicy.com/2012/09/27/the-gangnam-phenom/|magazine=FP|access-date=11 October 2012|quote=First taking off in China and Southeast Asia in the late 1990s, but really spiking after 2002, Korean TV dramas and pop music have since moved to the Middle East and Eastern Europe, and now even parts of South America.}}</ref><ref>{{Cite news|surname=Jung|given=Ha-Won|date=20 June 2012|title=K-pop Spreads to Latin America|url=https://sg.news.yahoo.com/south-koreas-k-pop-spreads-latin-america-052558575.html|work=Yahoo News|access-date=28 March 2013}}</ref><ref name="August Brown">{{Cite news|last=Brown|first=August|date=29 April 2012|title=K-pop Enters American Pop Consciousness|url=https://www.latimes.com/entertainment/la-xpm-2012-apr-29-la-ca-kpop-20120429-story.html|work=Los Angeles Times|access-date=24 March 2013}}</ref> While some sources attribute the term ''Hallyu,'' a variation of a Japanese expression using ''ryu'' (流) as a postfix to refer to '~way', '~style' or '~group',<ref>{{Cite journal|last=Jang|first=Gyu-Soo|date=2011|script-title=ko:한류의 어원과 사용에 관한 연구|trans-title=Study of Korean Wave's the Origin and the Usage|language=ko|journal=Journal of the Korea Contents Association|volume=11|issue=9|pages=166–173|doi=10.5392/JKCA.2011.11.9.166|doi-access=free|s2cid=140173191|s2cid-access=free}}</ref> to being first used by the [[Ministry of Culture, Sports and Tourism|Ministry of Culture and Tourism]] in South Korea in 1999, when the ministry produced a music CD titled in Chinese ''韓流—Song from Korea'', other scholarly sources attribute the term's ascendance from Korean television dramas first airing on Chinese television in 1997, naming the phenomenon ''hanliu'' ({{lang-zh|s=韩流|t=韓流|p=hánliú}}), meaning "Korean wave".<ref name="Keith Howard">{{Cite journal|last=Howard|first=Keith|date=2010|title=Chua Beng Huat and Koichi Iwabuchi (eds): ''East Asian Pop Culture: Analysing the Korean Wave''. (TransAsia: Screen Cultures.) xi, 307 pp. Hong Kong: Hong Kong University Press, 2008. ISBN 978&nbsp;962&nbsp;209&nbsp;893&nbsp;0.|journal=Bulletin of the School of Oriental and African Studies|volume=73|issue=1|pages=144–146|doi=10.1017/S0041977X09990589|doi-access=free|s2cid=161942233|s2cid-access=free}}</ref> The term was adopted by Chinese media to refer to the success of South Korean popular culture in China.<ref>{{Cite journal|last1=Jin|first1=Dal Yong|last2=Yoon|first2=Tae-Jin|date=2017|title=The Korean Wave: Retrospect and Prospect&nbsp;– Introduction|journal=International Journal of Communication|volume=11|pages=2241–2249|s2cid=54575596|s2cid-access=free}}</ref> The term was reintroduced in Japan as ''hanryu'' or ''kanryu'' by the ''[[Asahi Shimbun]]'' in 2001.<ref name="Laura Miller">{{Cite journal|last=Miller|first=Laura|date=2008|title=Korean TV Dramas and the Japan-style Korean Wave|url=https://www.academia.edu/170803|url-access=registration|journal=Post Script|volume=27|issue=3|pages=17–24|s2cid=165419641}}</ref> These two terms, ''Hallyu'' and ''Korean wave'', were included in the ''[[Oxford English Dictionary]]'' (''OED'') in 2021.<ref>{{Cite web|url=https://public.oed.com/blog/daebak-a-k-update/|title=Daebak! The OED Gets a K-update|last=Salazar|first=Danica|date=6 September 2021|website=Oxford English Dictionary|publisher=Oxford University Press|access-date=29 January 2022}}</ref>

Since the turn of the 21st century, [[South Korea]] has emerged as a major exporter of popular culture and tourism, aspects which have become a significant part of its [[Economy of South Korea|rapidly developed economy]]. The growing popularity of Korean pop culture in the world was at least partly driven and funded by the [[Government of South Korea|South Korean government]] supporting its [[creative industries]] since the end of the 1990s through [[Subsidy|subsidies]] and funding for [[Startup company|start-ups]], as a form of accruing [[soft power]] with the goal of becoming a leading global exporter of culture, a niche that the [[United States]] has dominated for nearly a century.<ref>{{Cite news|last1=Valeriano|first1=B.|last2=Nissen|first2=A.|date=16 February 2022|title=This Is South Korea's K-pop Soft Power Moment|work=The Diplomat|url=https://thediplomat.com/2022/02/this-is-south-koreas-k-pop-soft-power-moment/}}</ref> In 2014, the South Korean government allocated 1% of its annual budget to cultural industries and raised a $1&nbsp;billion fund to nurture popular culture.<ref>{{Cite news|author=<!--Not stated-->|date=9 August 2014|title=Soap, Sparkle and Pop|url=https://www.economist.com/books-and-arts/2014/08/09/soap-sparkle-and-pop|newspaper=The Economist|access-date=12 August 2014}}</ref><ref name="Melissa Leong">{{Cite news|last=Leong|first=Melissa|date=2 August 2014|title=How Korea Became the World's Coolest Brand|url=https://financialpost.com/news/retail-marketing/how-korea-became-the-worlds-coolest-brand|work=Financial Post|access-date=18 January 2015}}</ref>

The success of the Korean wave is also due to the development of [[social networking service]]s and online [[Video hosting service|video sharing platforms]], which have allowed the Korean entertainment industry to reach a sizable overseas audience since the 2000s. Korean dramas have enjoyed widespread availability via streaming services which often offer subtitles in multiple languages. Many K-dramas have been adapted throughout the world, achieving notable popularity in some countries. K-dramas have attracted attention for their fashion, style and culture all over the world.<ref name="Melissa Leong" /><ref>{{Cite magazine|author=<!--Not stated-->|date=26 October 2012|title=PSY's 'Gangnam Style': The Billboard Cover Story|url=https://www.billboard.com/music/music-news/psys-gangnam-style-the-billboard-cover-story-474456/|magazine=Billboard|access-date=2 November 2012|quote=The Korean music industry grossed nearly $3.4 billion in the first half of 2012, according to Billboard estimates, a 27.8% increase from the same period last year.}}</ref>

The Korean wave has become an influential global phenomenon since the start of the 21st century, heavily impacting the [[Culture|contemporary cultures]], [[music industry]], [[film industry]], television industry, and [[Human behavior|behavioral aspects of various people]] throughout the world.<ref name="Dal Yong Jin 2012">{{Cite journal|last=Jin|first=Dal Yong|date=2012|title=''Hallyu'' 2.0: The New Korean Wave in the Creative Industry|journal=International Institute Journal|volume=2|issue=1|pages=3–7|hdl=2027/spo.11645653.0002.102|hdl-access=free|s2cid=153003031}}</ref><ref name="Lara Farrar" /><ref>{{Cite journal|last=Cheon|first=Sang Yee|date=2015|title=''The Global Impact of South Korean Popular Culture:'' Hallyu ''Unbound'', edited by Valentina Marinescu. Lanham, Md.: Lexington Books, 2014. 166 pages. $80.00 cloth; $79.99 e-book.|journal=Korean Studies|volume=39|pages=113–114|doi=10.1353/ks.2015.0005|doi-access=free|s2cid=162503679|s2cid-access=free}}</ref><ref>{{Cite news|last=Kim|first=Harry|date=2 February 2016|title=Surfing the Korean Wave: How K-pop is taking over the world|url=https://www.mcgilltribune.com/a-e/surfing-the-korean-wave-how-k-pop-kpop-is-taking-over-the-world-012858/|work=The McGill Tribune|access-date=19 September 2017}}</ref><ref>{{Cite thesis|surname=Duong|given=Nguyen Hoi Phuong|date=2016|title=Korean Wave as Cultural Imperialism: A Study of K-pop Reception in Vietnam|publisher=Universiteit Leiden|hdl=1887/37300|hdl-access=free}}</ref> Interest in the Korean wave is led by the popularity of K-pop, with stand-out acts such as [[BTS]] and [[Blackpink]], followed by K-dramas.<ref name="Kim Ji-soo">{{Cite news|surname=Kim|given=Ji-soo|date=15 January 2020|title=K-pop, Hallyu Continue Global Rise|url=https://www.koreatimes.co.kr/www/nation/2020/01/356_281957.html|work=The Korea Times|access-date=21 August 2020}}</ref>

As the popularity of K-pop songs such as "[[Gangnam Style]]", "[[Dynamite (BTS song)|Dynamite]]", and "[[Butter (song)|Butter]]", and K-dramas such as ''[[Descendants of the Sun]]'',<ref>{{Cite news|last=Wan|first=Foong Woei|date=16 March 2016|title=3 Reasons Why Descendants of the Sun Is the Biggest K-drama Phenomenon Now|url=https://www.straitstimes.com/lifestyle/entertainment/3-reasons-why-descendants-of-the-sun-is-the-biggest-k-drama-phenomenon-now|work=The Straits Times|access-date=13 February 2022}}</ref> ''[[Vincenzo (TV series)|Vincenzo]]'',<ref>{{Cite web|url=https://www.forbes.com/sites/joanmacdonald/2021/12/13/vincenzo-wins-best-drama-series-at-26th-asian-television-awards/|title='Vincenzo' Wins Best Drama Series at 26th Asian Television Awards|last=MacDonald|first=Joan|date=13 December 2021|website=Forbes|access-date=13 February 2022}}</ref> ''[[Squid Game]]''<ref>{{Cite news|author=<!--Not stated-->|date=30 September 2021|title=Korean Drama Squid Game About to Become 'Netflix's Biggest Show Ever', Says CEO|url=https://www.firstpost.com/entertainment/korean-drama-squid-game-about-to-become-netflixs-biggest-show-ever-says-ceo-10011921.html|work=Firstpost|access-date=6 October 2021}}</ref> and ''[[Hometown Cha-Cha-Cha]]''<ref>{{Cite news|surname=Kwak|given=Yeon-soo|date=1 October 2021|title=Not Just 'Squid Game,' Now 'Hometown Cha-Cha-Cha' Gains Worldwide Popularity|url=https://www.koreatimes.co.kr/www/art/2021/10/688_316325.html|work=The Korea Times|access-date=6 October 2021}}</ref> accomplished international success, South Korea has become recognized as a hub of both economic and [[soft power]].<ref>{{Cite news|last=Bagchi|first=Shrabonti|date=4 October 2021|title=Why K-dramas Are So Addictive|url=https://lifestyle.livemint.com/how-to-lounge/movies-tv/why-k-dramas-are-so-addictive-111633329015200.html|work=Mint Lounge|access-date=4 October 2021}}</ref><ref>{{Cite news|last=McCurry|first=Justin|date=5 October 2021|title=K-beauty, Hallyu and Mukbang: Dozens of Korean Words Added to Oxford English Dictionary|url=https://www.theguardian.com/world/2021/oct/05/k-beauty-hallyu-and-mukbang-ozens-of-korean-words-added-to-oxford-english-dictionary|work=The Guardian|access-date=11 October 2021}}</ref><ref>{{Cite book|last=Kuwahara|first=Yasue|date=2014|chapter=Introduction|editor-last=Kuwahara|editor-first=Yasue|title=The Korean Wave: Korean Popular Culture in Global Context|publisher=Palgrave Macmillan|pages=1–9|doi=10.1057/9781137350282_1|isbn=978-1-349-46832-4}}</ref> The South Korean [[mass media]] and [[entertainment]] industries are considered to have high production values with cutting edge technology and talent.<ref>{{Cite news|author=<!--Not stated-->|date=5 October 2021|title=Why 26 Korean Words Have Been Added to Oxford English Dictionary|url=https://www.bbc.com/news/newsbeat-58749976|work=BBC News|access-date=11 October 2021}}</ref>

However, the Korean wave has also been [[Korean wave#Criticism|criticized]] for its [[racism]] and [[sexism]] as well as the [[Slave contract|exploitation and treatment of artists and musicians]] within the Korean entertainment industry.<ref>{{cite web |last1=Stiles |first1=Matt |title=Death of K-pop star shines a spotlight on South Korea's suicide problem |url=https://www.latimes.com/world/asia/la-fg-south-korea-suicide-20171219-story.html |website=[[Los Angeles Times]] |access-date=19 March 2022 |date=19 December 2017}}</ref><ref>{{cite web |last1=Williamson |first1=Lucy |title=The dark side of South Korean pop music |url=https://www.bbc.com/news/world-asia-pacific-13760064 |website=[[BBC News]] |access-date=19 March 2022 |date=14 June 2011}}</ref> Such pressures have led to high-profile suicides such as [[Song Yoo-jung]], [[Choi Jin-sil]], [[Kim Jong-hyun]], [[Goo Hara]], [[Cha In-ha]], [[Sulli]], and [[Oh In-hye]], among others.<ref>{{cite web |last1=Dae-o |first1=Kim |title=I have reported on 30 Korean celebrity suicides. The blame game never changes |url=https://www.theguardian.com/music/2020/jan/04/i-have-reported-on-30-korean-celebrity-suicides-the-blame-game-never-changes |website=the Guardian |access-date=19 March 2022 |language=en |date=4 January 2020}}</ref><ref>{{cite web |last1=Tai |first1=Crystal |title=Exploding the myths behind K-pop |url=https://www.theguardian.com/global/2020/mar/29/behind-k-pops-perfect-smiles-and-dance-routines-are-tales-of-sexism-and-abuse |website=[[The Guardian]]|access-date=19 March 2022 |language=en |date=29 March 2020}}</ref><ref>{{cite web |last1=L |first1=Sophia |title=Underneath the Glamour of K-Pop Idols: A Tale of Abuse and Exploitation |url=https://emorywheel.com/underneath-the-glamour-of-k-pop-idols-a-tale-of-abuse-and-exploitation/ |website=The Emory Wheel |access-date=19 March 2022 |date=17 February 2021}}</ref> In 2019, the [[Burning Sun scandal]] highlighted widespread [[sex trafficking]] involving Korean celebrities and idols that had been ongoing for years, and the ensuing cover-up attempts.<ref>{{cite web |last1=Campbell |first1=Matthew |last2=Kim |first2=Sohee |title=The Dark Side of K-Pop: Assault, Prostitution, Suicide, and Spycams |url=https://www.bloomberg.com/news/features/2019-11-06/k-pop-s-dark-side-assault-prostitution-suicide-and-spycams |website=www.bloomberg.com |access-date=19 March 2022 |date=6 November 2019}}</ref><ref>{{cite web |last1=Wilder |first1=Gabriel |title=The Burning Sun scandal that torched South Korea's elites |url=https://www.lowyinstitute.org/the-interpreter/burning-sun-scandal-torched-south-korea-s-elites |website=www.lowyinstitute.org |access-date=19 March 2022 |language=en |date=7 June 2019}}</ref><ref>{{cite web |last1=Brown |first1=August |title=K-pop's innocent image is shattered by the 'Burning Sun' scandal |url=https://www.latimes.com/entertainment/music/la-et-ms-burning-sun-20190319-story.html |website=Los Angeles Times |access-date=19 March 2022 |date=5 April 2019}}</ref> Various Korean dramas have also been condemned for attempts to take advantage of the Korean wave to distort, rewrite or whitewash Korea's history, and especially South Korea's historical periods and dictatorship era.<ref>{{cite web |last1=Smail |first1=Gretchen |title=This K-Drama Is One Of The Most Controversial Shows On Disney+ |url=https://www.bustle.com/entertainment/snowdrop-controversy-explained-disney |website=Bustle |access-date=19 March 2022 |language=en}}</ref><ref>{{cite web |last1=Jeong |first1=Sho |title=4 Korean Dramas Fiercely Criticized For Distorting History |url=https://kstartrend.com/2021/12/21/4-korean-dramas-fiercely-criticized-for-distorting-history/ |website=KStarTrend |access-date=19 March 2022 |date=21 December 2021}}</ref><ref>{{cite web |last1=Koo |first1=Se-Woong |title=History Becomes Unmentionable in Historical K-Dramas |url=https://koreaexpose.com/korea-history-dramas-and-demands-for-factual-accuracy/ |website=Korea Expose |access-date=19 March 2022 |language=en |date=9 January 2022}}</ref>

== Overview ==
The Korean term for the phenomenon of the Korean Wave is ''Hanryu'' (Hangul: 한류), more commonly romanized as ''Hallyu''. The term is made of two [[Root (linguistics)|root]] words: ''han'' (한/韓) meaning "Korean", and ''ryu'' (류/流) meaning "flow" or "wave",{{citation needed|date=February 2022}} and referring to the diffusion of Korean culture.

This term is sometimes applied differently outside of Korea; for example, overseas, ''Hallyu'' drama refers to Korean drama in general, but in Korea, ''Hallyu'' drama and Korean drama are taken to mean slightly different things. According to researcher Jeongmee Kim, the term ''Hallyu'' refers only to dramas that have gained success overseas, or feature actors that are internationally recognised.<ref name="Jeongmee Kim">{{Cite book|date=2014|editor-last=Kim|editor-first=Jeongmee|title=Reading Asian Television Drama: Crossing Borders and Breaking Boundaries|publisher=I.B. Tauris|doi=10.5040/9780755697274|isbn=978-0-7556-9727-4}}</ref>
[[File:Korean Cabbage Kimchi.jpg|thumb|[[Kimchi]], a staple of Korean cuisine]]
The Korean wave encompasses the global awareness of different aspects of [[Culture of South Korea|South Korean culture]] including film and television (particularly [[Korean drama|K-dramas]]), [[K-pop]], [[manhwa]], the [[Korean language]], and [[Korean cuisine]]. American political scientist [[Joseph Nye]] defines the Korean wave as "the growing popularity of all things Korean, from fashion and film to music and cuisine."<ref>{{Cite web|url=https://www.belfercenter.org/publication/south-koreas-growing-soft-power|title=South Korea's Growing Soft Power|last=Nye|first=Joseph S.|date=11 November 2009|website=Belfer Center for Science and International Affairs|access-date=4 March 2013|quote=Indeed, the late 1990s saw the rise of 'Hallyu', or 'the Korean Wave'{{snd}}the growing popularity of all things Korean, from fashion and film to music and cuisine.}}</ref>

With acts like BTS breaking chart records in the West, the Korean Wave is now turning itself into a power player in global entertainment industry and international [[soft power]] arena.<ref>{{Cite journal |last=Kim |first=Ju Oak |date=2021-01-06 |title=BTS as method: a counter-hegemonic culture in the network society |url=https://doi.org/10.1177/0163443720986029 |journal=Media, Culture & Society |volume=43 |issue=6 |pages=1061–1077 |doi=10.1177/0163443720986029 |s2cid=234160352 |issn=0163-4437}}</ref> South Korea is one of few countries from Asia that has been able to break into an American mainstream entertainment market that was previously dominated by domestic, British and European brands. As per Afshin Molavi, the global pop culture once dominated by the West is now more globalized.<ref>{{Cite news|last=Molavi|first=Afshin|date=19 April 2021|title=How BTS and K-pop Explain the World|url=https://archive.dhakatribune.com/business/2021/04/19/op-ed-how-bts-and-k-pop-explain-the-world|work=Dhaka Tribune|access-date=20 April 2021}}</ref><ref>{{Cite news|last=Mane|first=Anwaya|date=19 April 2021|title=BTS' Dynamite Is on a Record Breaking Spree; Breaks Two More Guinness World Records|url=https://www.pinkvilla.com/entertainment/bts-dynamite-record-breaking-spree-breaks-two-more-guinness-world-records-703364|work=Pinkvilla|access-date=20 April 2021}}</ref><ref>{{Cite news|last=Lee|first=Joyce|date=2 April 2021|title=BTS Manager HYBE Acquires Scooter Braun's Ithaca Holdings for $1.05 Bln|url=https://www.reuters.com/article/hybe-ma-ithaca-idUSL4N2LV13C|work=Reuters|access-date=20 April 2021}}</ref> According to cultural historian and writer Paula Lee, historically it is unusual for a nation which is not a great power in geopolitics to export culture solely based on its own strength.<ref>{{Cite news|last=Saha|first=Joy|date=14 November 2021|title=Months After Its Netflix Debut, 'Squid Game' Continues to Encourage US Viewers to Learn Korean|url=https://www.salon.com/2021/11/14/squid-game-korean-language-duolingo-hallyu/|work=Salon|access-date=15 November 2021}}</ref>

The soft power of Korean wave is able to break racial prejudice and fulfil the missing representation of Asians in western media. People from East and Southeast Asia are able to see the remarkable success achieved by K-pop idols as their own.<ref>{{Cite news|last=Yoo|first=Hyounjeong|date=30 May 2021|title=In Music and Film, a New Korean Wave Is Challenging Asian Stereotypes|url=https://theconversation.com/in-music-and-film-a-new-korean-wave-is-challenging-asian-stereotypes-158757|work=The Conversation|access-date=3 June 2021}}</ref>

As per the [[World Intellectual Property Organization]] (WIPO) Innovation Index 2021, K-pop has become one of the cornerstones of creativity in South Korea.<ref>{{Cite magazine|last=Klapper|first=Rebecca|date=20 September 2021|title=K-pop Music Helps Put South Korea on United Nations' Innovation List|url=https://www.newsweek.com/k-pop-music-helps-put-south-korea-united-nations-innovation-list-1630829|magazine=Newsweek|access-date=21 September 2021}}</ref>

During a 2021 conference on South Korea's Soft Power organized by [[Center for Strategic and International Studies]] (CSIS), acknowledging the Korean Wave Joseph Nye said, "even though there is no country has been more successful than South Korea over the past 60 years, so many Koreans think they are weak and lagging behind. That affects their optimism and creativity".<ref>{{Cite news|author=<!--Not stated-->|date=23 November 2021|title=Moon Congratulates BTS on Winning Top Honor at AMAs|url=https://www.koreatimes.co.kr/www/nation/2021/11/356_319316.html|work=The Korea Times|access-date=24 November 2021}}</ref><ref>{{Cite news|author=<!--Not stated-->|date=23 November 2021|title=BTS Reacts as South Korean President Moon Jae-in Congratulates Group on AMA Win: 'Feel a Sense of Pride'|url=https://www.hindustantimes.com/entertainment/music/bts-reacts-as-south-korean-president-moon-jae-in-congratulates-group-on-ama-win-feel-a-sense-of-pride-101637674616731.html|work=Hindustan Times|access-date=24 November 2021}}</ref> After BTS won Artist of the Year at the [[American Music Awards of 2021|2021 American Music Awards]], President [[Moon Jae-in]] remarked, “Korean culture is dominating the world and it is boosting the country’s national status and diplomacy."<ref>{{Cite news|surname=Yim|given=Hyun-su|date=23 November 2021|title=President Moon Praises BTS, Shies Away from Speaking About Late Ex-dictator Chun Doo-hwan|url=https://www.koreaherald.com/view.php?ud=20211123000817|work=The Korea Herald|access-date=24 November 2021}}</ref>

According to Ramon Pacheco Pardo who is Professor of International Relations at [[King's College London]], the large number of Korean travellers and [[expatriate]]s abroad influenced the development of more universal Korean content that helped it crack the Western market during the 2010s. Korean artists also bypassed traditional media channels through extensive use of [[social media]] and [[YouTube]] to reach a global audience.<ref>{{Cite magazine|last=Pacheco Pardo|first=Ramon|date=23 November 2021|title=Social Media and Universal Appeal: How Korean Culture Grew from a Regional to a Global Powerhouse|url=https://fortune.com/2021/11/23/south-korea-culture-success-bts-kpop-netflix-kdrama-squid-game-ramon-pacheco-pardo/|magazine=Fortune|access-date=24 September 2021}}</ref>

As per music critic Kim Young-dae: {{block quote|In the past, the Korean Wave was just a regional phenomenon in some geographically and culturally adjacent Asian countries, but now, it is a global phenomenon happening with no particular pattern and in countries with no similar culture background like the United States, Kazakhstan and Indonesia. At first glance, what we see now appears to be the peak of Korean content. But considering various circumstances, there are big chances for it to grow bigger.<ref name="Shim Sun-ah 2021-12">{{Cite news|surname=Shim|given=Sun-ah|date=16 December 2021|title=From 'Squid Game' to BTS, 2021 Is Most Memorable Year for Korean Culture|url=https://en.yna.co.kr/view/AEN20211214005100315|work=Yonhap News Agency|access-date=18 December 2021}}</ref>}}

Professor Kang Yoo-jung of [[Kangnam University]] said:
{{block quote|European countries initially ignored the popularity of Korean culture, labeling BTS as part of teen culture, but professional critics in the region have just begun to analyze the phenomenon, trying to understand why many of the world's fresh stories are coming from South Korea. If BTS opened the way for Korean pop music, we can say director [[Bong Joon-ho]]'s film ''[[Parasite (2019 film)|Parasite]]'' helped to put other fields of Korean culture on firm footing and that now is the beginning of the heyday for the culture as the online streaming service itself is still an unknown area.<ref name="Shim Sun-ah 2021-12" />}}

Scott Roxborough, Europe Bureau Chief of [[The Hollywood Reporter]] said:
{{block quote|They tell very Korean stories, but they have taken so much western influence to their storytelling that they are very easily translatable, and very easily understandable. Parasite, for me, could have been a [[Spielberg]] movie. It is told in a very Korean way with a very specific Korean setting, but they have managed to find a translation.<ref>{{cite news |title=How should Indian cinema be approaching the global audience? |url=https://timesofindia.indiatimes.com/entertainment/hindi/bollywood/news/how-should-indian-cinema-be-approaching-the-global-audience/articleshow/91715146.cms |access-date=22 May 2022 |agency=TNN |publisher=Entertainment Times |date=22 May 2022}}</ref>}}

== History ==
=== Background ===
An early mention of [[culture of Korea|Korean culture]] as a form of [[soft power]] can be found in the writings of [[Kim Gu]], leader of the [[Korean independence movement]] and president of the [[Provisional Government of the Republic of Korea]]. Towards the end of his autobiography, he wrote the following: {{Blockquote|text=... I want our nation to be the most beautiful in the world. By this I do not mean the most powerful nation. Because I have felt the pain of being [[Korea under Japanese rule|invaded by another nation]], I do not want my nation to invade others. It is sufficient that our wealth makes our lives abundant; it is sufficient that our strength is able to prevent foreign invasions. The only thing that I desire in infinite quantity is the power of a noble culture. This is because the power of culture both makes us happy and gives happiness to others....|sign=[[Kim Gu]], ''Baekbeomilji'' (excerpt from March 1st, 1948)}}

=== 1950–1995: Foundations of cultural industry ===
In 1961, which was after the [[Korean War]] (1950–53) and the 1953 [[Korean Armistice Agreement]], South Korea's economy began to fully recover from the war and experienced a period of rapid economic growth known as the [[Miracle on the Han River]].<ref>{{Cite web|url=https://medium.com/@cartervance/assessing-the-miracle-on-the-han-river-8ef1ab293aab|url-access=limited|title=Assessing the Miracle on the Han River|last=Vance|first=Carter|date=30 July 2018|website=Carter Vance|publisher=Medium|access-date=20 October 2020}}</ref>

In the film industry, [[screen quotas]] were introduced in South Korea during [[Park Chung-hee]]'s presidency, restricting the number of foreign films shown in cinemas.<ref>{{Cite news|author=<!--Not stated-->|date=16 February 2006|title=The King, the Clown and the Quota|url=https://www.economist.com/asia/2006/02/16/the-king-the-clown-and-the-quota|newspaper=The Economist|access-date=17 March 2013}}</ref> These were intended to prevent competition between domestic films and foreign [[Blockbuster (entertainment)|blockbuster]] movies.<ref>{{Cite news|last=Kim|first=Bo-young|date=31 March 2006|title=The Future, After the Korean Screen Quota|url=http://www.knutimes.com/news/article.html?no=564|work=The KNU Times|archive-url=https://web.archive.org/web/20141104140055/http://www.knutimes.com/news/article.html?no=564|archive-date=4 November 2014}}</ref> However, in 1986, the [[Motion Picture Association of America|Motion Pictures Exporters Association of America]] filed a complaint to the [[United States Senate]] regarding the regulations imposed by the South Korean government,<ref>{{Cite thesis|last=Lee|first=Hyung-Sook|date=August 2006|title=Between Local and Global: The Hong Kong Film Syndrome in South Korea|type=PhD|publisher=USC Libraries|page=48|doi=10.25549/usctheses-c16-584419|doi-access=free}}</ref> which was compelled to lift the restrictions. In 1988, [[Twentieth Century Fox]] became the first American film studio to set up a distribution office in South Korea, followed by [[Warner Bros.|Warner Brothers]] (1989), [[Columbia Pictures|Columbia]] (1990), and [[Walt Disney Studios Motion Pictures|Walt Disney]] (1993).<ref>{{Cite book|date=2010|last=Choi|first=Jinhee|title=The South Korean Film Renaissance: Local Hitmakers, Global Provocateurs|publisher=Wesleyan University Press|page=16|isbn=978-0-8195-6939-4|quote=In 1988, two years after the Motion Picture Law ({{sc|MPL}}) allowed major U.S. studios to release their films directly into the Korean market, Twentieth Century Fox opened its own distribution office in Korea, followed by Warner Brothers (1989), Columbia (1990), and Disney (1993).}}</ref>
By 1994, Hollywood's share of the South Korean movie market had reached a peak of around 80 percent, and the local film industry's share fell to a low of 15.9 percent.<ref>{{Cite news|last=Power|first=John|date=17 September 2012|title=What Is the Future of Korean Film?|url=https://www.koreaherald.com/view.php?ud=20120917000815|work=The Korea Herald|access-date=6 January 2014}}</ref> That year, president [[Kim Young-sam]] was advised to provide support and subsidies to Korean media production, as part of the country's export strategy.<ref>{{Cite news|last=Rousse-Marquet|first=Jennifer|date=29 November 2012|title=K-pop: The Story of the Well-oiled Industry of Standardized Catchy Tunes|url=http://www.inaglobal.fr/en/music/article/k-pop-story-well-oiled-industry-standardized-catchy-tunes|work=INA Global|archive-url=https://web.archive.org/web/20131103182155/http://www.inaglobal.fr/en/music/article/k-pop-story-well-oiled-industry-standardized-catchy-tunes|archive-date=3 November 2013}}</ref> According to South Korean media, the former president was urged to take note of how total revenues generated by Hollywood's ''[[Jurassic Park (film)|Jurassic Park]]'' had surpassed the sale of 1.5&nbsp;million [[Hyundai Motor Company|Hyundai]] automobiles; with the latter a source of national pride, this comparison reportedly influenced the government's shift of focus towards culture as an exportable industry.<ref name="Doobo Shim">{{Cite web|url=https://ari.nus.edu.sg/wp-content/uploads/2011/06/201106-WSP-158.pdf|title=Waxing the Korean Wave|last=Shim|first=Doobo|date=June 2011|website=Asia Research Institute|access-date=17 March 2013}}</ref> At this time, the South Korean [[Ministry of Culture, Sports and Tourism|Ministry of Culture]] set up a cultural industry bureau to develop its media sector, and many investors were encouraged to expand into film and media. Thus, by the end of 1995 the foundation was laid for the rise of Korean culture.<ref name="Doobo Shim" />

=== 1995–1999: Development of cultural industry ===
In July 1997, the [[1997 Asian financial crisis|Asian financial crisis]] led to heavy losses in the manufacturing sector, prompting a handful of businesses to turn to the entertainment sector.<ref>{{Cite book|surname1=Chua|given1=Beng Huat|last2=Iwabuchi|first2=Koichi|date=2008|chapter=Introduction: East Asian TV Dramas: Identifications, Sentiments and Effects|editor1-surname=Chua|editor1-given=Beng Huat|editor2-last=Iwabuchi|editor2-first=Koichi|title=East Asian Pop Culture: Analysing the Korean Wave|publisher=Hong Kong University Press|pages=1–12|doi=10.5790/hongkong/9789622098923.003.0001|isbn=978-962-209-892-3|s2cid=158782025|quote=The post-1997 Asian Financial Crisis that savaged the Korean national economy contributed to the stepping-up of the exporting of Korean pop culture as part of the national export industry.|quote-page=4}}</ref>

According to ''[[The New York Times]]'', South Korea began to lift restrictions on cultural imports from its former colonial ruler Japan in 1998. With an aim of tackling an impending "onslaught" of Japanese movies, [[anime]], [[manga]], and [[J-pop]], the South Korean [[Ministry of Culture, Sports and Tourism|Ministry of Culture]] made a request for a substantial budget increase, which allowed the creation of 300 cultural industry departments in colleges and universities nationwide.<ref>{{Cite news|last=Onishi|first=Norimitsu|date=28 June 2005|title=Roll Over, Godzilla: Korea Rules|url=https://www.nytimes.com/2005/06/28/world/asia/roll-over-godzilla-korea-rules.html|work=The New York Times|access-date=30 January 2022|quote=What is more, South Korea, which long banned cultural imports from Japan, its former colonial ruler, was preparing to lift restrictions starting in 1998. Seoul was worried about the onslaught of Japanese music, videos and dramas, already popular on the black market. So in 1998 the Culture Ministry, armed with a substantial budget increase, carried out its first five-year plan to build up the domestic industry. The ministry encouraged colleges to open culture industry departments, providing equipment and scholarships. The number of such departments has risen from almost zero to more than 300.}}</ref>

In February 1999, the first local big-budget film, ''[[Shiri (film)|Shiri]],'' was released and became a major commercial success. It grossed over US$11&nbsp;million, surpassing the Hollywood blockbuster ''[[Titanic (1997 film)|Titanic]]''.<ref>{{Cite magazine|last=Macintyre|first=Donald|date=10 September 2001|title=Korea's Big Moment|url=http://www.time.com/time/magazine/article/0,9171,173502,00.html|magazine=Time|archive-url=https://web.archive.org/web/20101030122616/http://www.time.com/time/magazine/article/0,9171,173502,00.html|archive-date=30 October 2010|quote=Technical quality improved steadily and genres multiplied. Shiri, released in 1999, was the breakthrough. Hollywood-style in its pacing and punch, it probed the still-sensitive issue of relations between the two Koreas through the story of a North Korean assassin who falls in love with a South Korean counterintelligence agent. The film sold 5.8 million tickets, shattering the previous record for a locally made movie of 1 million. Its $11 million box office grabbed the attention of investors, who are clamoring for new projects.}}</ref><ref>{{Cite AV media|last=Blair|first=Elizabeth|date=20 December 2005|title=U.N. Panel Approves Protections for Foreign Films|type=Audio|url=https://www.npr.org/templates/story/story.php?storyId=5062477|access-date=1 July 2017|publisher=NPR}}</ref>

=== 1999–2010: Korean wave in Asia ===
Around this time, several Korean television dramas were broadcast in China. On 19 November 1999, one of China's state-controlled daily newspapers, the ''[[Beijing Youth Daily]]'', published an article acknowledging the "zeal of Chinese audiences for Korean TV dramas and pop songs".<ref>{{Cite news|surname=Kim|given=Ji-myung|date=3 August 2012|title=Serious Turn for 'Hallyu 3.0'|url=https://www.koreatimes.co.kr/www/opinion/2012/08/355_116574.html|work=The Korea Times|access-date=17 March 2013}}</ref> In February 2000, [[SM Entertainment|S.M. Entertainment]]'s boy-band [[H.O.T.]] became the first modern [[K-pop]] artist to give an overseas performance, with a sold-out concert in Beijing.<ref>{{Cite news|surname=Kim|given=Hyung-eun|date=27 August 2012|title=Hallyu Bridges Gap, but Rift with China Remains|url=https://www.koreatimes.co.kr/www/opinion/2012/08/355_116574.html|work=The Korea Times|access-date=17 March 2013}}</ref> As the volume of Korean cultural imports rapidly increased, China's [[State Administration of Radio, Film, and Television]] responded with a decision to restrict and limit the number of Korean TV dramas shown to Chinese audiences.<ref name="Roald Maliangkay">{{Cite magazine|last=Maliangkay|first=Roald|date=2006|title=When the Korean Wave Ripples|url=https://www.iias.asia/sites/default/files/2020-11/IIAS_NL42_15.pdf|magazine=IIAS Newsletter|publisher=International Institute for Asian Studies|volume=42|page=15}}</ref>

''[[My Sassy Girl]]'' (2001) was a major international breakthrough for [[Korean films]]. It became a box office hit across East Asia, and its DVD release also drew a large cult following across Southeast Asia and parts of South Asia. It also spawned a number of international remakes, including a Hollywood remake and several [[Cinema of Asia|Asian film]] remakes, as well as television adaptations and a sequel.<ref>{{Cite book|last=Jung-Kim|first=Jennifer|date=2014|chapter=''My Sassy Girl'' Goes Around the World|editor-last=Kuwahara|editor-first=Yasue|title=The Korean Wave: Korean Popular Culture in Global Context|publisher=Palgrave Macmillan|pages=85–100|doi=10.1057/9781137350282_5|isbn=978-1-349-46832-4|s2cid=192488716}}</ref><ref>{{Cite news|last=Basnet|first=Shailee|date=27 November 2009|title=K-wave|url=https://archive.nepalitimes.com/news.php?id=16542|work=Nepali Times|access-date=25 January 2019}}</ref>

However, several other countries in Asia were also experiencing a growth in the popularity of Korean dramas and pop songs. In 2000 in the Indian state of [[Manipur]], where [[Bollywood]] movies were banned [[Insurgency in Manipur|by separatists]], consumers gradually turned their attention to Korean entertainment.<ref name="BBC News 2010">{{Cite AV media|people=<!--Not stated-->|date=17 October 2010|title=A Little Corner of Korea in India|type=Video|url=https://www.bbc.com/news/av/world-south-asia-11525715|access-date=30 August 2012|publisher=BBC News}}</ref> According to [[Agence France-Presse]], Korean phrases were commonly heard in the schoolyards and street markets of Manipur.<ref>{{Cite news|last=Kember|first=Findlay|date=8 May 2011|title=Remote Indian State Hooked on Korean Pop Culture|url=http://www.google.com/hostednews/afp/article/ALeqM5hWpuw95RkyRy8xw4qHfkhko9GcIA?docId=CNG.18f3ac3daa0d8f95aa693b397f54d476.c1|work=AFP|archive-url=https://web.archive.org/web/20110515000422/http://www.google.com/hostednews/afp/article/ALeqM5hWpuw95RkyRy8xw4qHfkhko9GcIA?docId=CNG.18f3ac3daa0d8f95aa693b397f54d476.c1|archive-date=15 May 2011}}</ref> Many Korean dramas and films were smuggled into Manipur from neighbouring [[Burma]], in the form of CDs and DVDs.<ref name="BBC News 2010" /> Popularity in Korean products subsequently spread to other parts of [[Northeast India]] including [[Assam]], Meghalaya, [[Sikkim]], Arunachal Pradesh, [[Tripura]], Mizoram, and [[Nagaland]].<ref>{{Cite web|url=http://campusdiaries.com/stories/the-ne-fashion-glory|title=The NE Fashion Glory|last=Kotnala|first=Tanya|date=20 March 2014|website=Campus Diaries|archive-url=https://web.archive.org/web/20170326232515/http://campusdiaries.com/stories/the-ne-fashion-glory|archive-date=27 March 2017}}</ref>

In 2002, following the reversal of a decades-long embargo on media between the two countries, [[BoA]]'s album ''[[Listen to My Heart (BoA album)|Listen to My Heart]]'' became the first album by a Korean musician to sell a million copies in Japan.<ref>{{Cite web|url=http://www.riaj.or.jp/data/others/million_list/2002.html|script-title=ja:年度別ミリオンセラー一覧2002年|trans-title=List of Million Sellers in 2002|language=ja|author=<!--Not stated-->|date=n.d.|website=Recording Industry Association of Japan|archive-url=https://web.archive.org/web/20040407150325/http://www.riaj.or.jp/data/others/million_list/2002.html|archive-date=7 April 2004}}</ref><ref>{{Cite news|last=Poole|first=Robert Michael|date=20 March 2009|title=No Constrictions on BoA's Ambitions|url=https://www.japantimes.co.jp/culture/2009/03/20/music/no-constrictions-on-boas-ambitions/|work=The Japan Times|access-date=28 November 2017}}</ref> Following this success, other K-pop artists also ventured into the Japanese music industry as well.<!-- This paragraph does not seem relevant to the subject of this article. Also, two of the citations are broken links. -->

On 8 June 2001, [[Shinhwa]]'s fourth album ''[[Hey, Come On!]]'' was released to success throughout Asia. The group became particularly popular in China and Taiwan.

In 2002, ''[[Winter Sonata]]'' (produced by Korean channel [[KBS2]]) became the first drama to equal the success of the 2001 Taiwanese adaptation of the manga, ''[[Boys Over Flowers|Hana Yori Dango]]'', called ''[[Meteor Garden (2001 TV series)|Meteor Garden]]''. ''Winter Sonata'' attracted a [[cult following]] in Asia, and sales of merchandise, including DVD sets and novels, surpassed US$3.5&nbsp;million in Japan.<ref>{{Cite news|last=Lee|first=Claire|date=30 December 2011|title=Remembering 'Winter Sonata,' the Start of Hallyu|url=https://www.koreaherald.com/view.php?ud=20111230000497|work=The Korea Herald|access-date=26 December 2012}}</ref> This drama marked the initial entrance of the Korean Wave in Japan.<ref>{{Cite journal|last=Yang|first=Jonghoe|date=2012|title=The Korean Wave (''Hallyu'') in East Asia: A Comparison of Chinese, Japanese, and Taiwanese Audiences Who Watch Korean TV Dramas|journal=Development and Society|volume=41|issue=1|pages=103–147|doi=10.21588/dns.2012.41.1.005|doi-access=free|s2cid=31497210|s2cid-access=free}}</ref><ref>{{Cite journal|last=Chae|first=Jee-Young|title=Research on Characteristics of the Japanese Consumption of Korean Pop Culture -Centering on their Consumption of Korean TV Soap Operas-|date=2010|script-title=ko:일본인의 한국 대중문화 소비 특성에 관한 연구&nbsp;– 한국 드라마 소비를 중심으로|trans-title=Research on Characteristics of the Japanese Consumption of Korean Pop Culture&nbsp;– Centering on Their Consumption of Korean TV Soap Operas|language=ko|journal=Korean Journal of Consumer and Advertising Psychology|volume=11|issue=4|pages=823–843|doi=10.21074/kjlcap.2010.11.4.823|doi-access=free|s2cid=168857742|s2cid-access=free}}</ref><ref name="Hee-Joo Han, Jae-Sub Lee">{{Cite journal|last1=Han|first1=Hee-Joo|last2=Lee|first2=Jae-Sub|date=2008|title=A Study on the KBS TV Drama ''Winter Sonata'' and Its Impact on Korea's ''Hallyu'' Tourism Development|journal=Journal of Travel & Tourism Marketing|volume=24|issue=2–3|pages=115–126|doi=10.1080/10548400802092593|s2cid=154926778}}</ref><ref>{{Cite journal|last1=Hanaki|first1=Toru|last2=Singhal|first2=Arvind|last3=Han|first3=Min Wha|last4=Kim|first4=Do Kyun|last5=Chitnis|first5=Ketan|date=2007|title=''Hanryu'' Sweeps East Asia: How ''Winter Sonata'' Is Gripping Japan|journal=International Communication Gazette|volume=69|issue=3|pages=281–294|doi=10.1177/1748048507076581|s2cid=144981072|s2cid-access=free}}</ref> In 2004, former Japanese Prime Minister [[Junichiro Koizumi]] noted that the male protagonist of the drama was "more popular than I am in Japan".<ref>{{harvnb|Lee|2011}}. "The show's popularity in Japan was surprising to many, including the producer Yoon Suk-ho and then-Japanese Prime Minister Junichiro Koizumi, who in 2004 famously said, 'Bae Yong-joon is more popular than I am in Japan.{{' "}}</ref> Other Korean dramas released in subsequent years such as ''[[Dae Jang Geum]]'' (2003) and ''[[Full House (2004 TV series)|Full House]]'' (2004) saw comparable levels of success.<ref>{{Cite news|surname=Lee|given=Hang-soo|date=12 August 2008|script-title=ko:홍콩인들 '이영애·송혜교 가장 좋아'|trans-title=Hongkongers: 'I Like Lee Young-ae & Song Hye-kyo the Best'|language=ko|url=https://www.chosun.com/site/data/html_dir/2008/08/11/2008081101672.html|script-work=ko:조선일보|trans-work=The Chosun Ilbo|access-date=2 April 2013}}</ref>

Since 2002, television programming trends in Asia began to undergo changes as series from both South Korea and Taiwan began to fill prime time slots previously reserved for Hollywood movies.<ref>{{Cite web|url=http://www.pcij.org/imag/Society/asian.html|title=It's Hip to Be Asian|last=Celdran|first=David|date=17 September 2003|website=The Investigative Reporting Magazine Society|publisher=Philippine Center for Investigative Journalism|archive-url=https://web.archive.org/web/20031207123839/http://www.pcij.org/imag/Society/asian.html|archive-date=7 December 2003}}</ref>

The breakthrough for K-pop came with the debuts of [[TVXQ]] (2003), [[SS501]] (2005), [[Super Junior]] (2005), the early success of [[Big Bang (band)|Big Bang]] (2007–present), and other artists hailed by a BBC reporter as "household names in much of Asia."<ref>{{Cite news|last=Williamson|first=Lucy|date=26 April 2011|title=South Korea's K-pop Craze Lures Fans and Makes Profits|url=https://www.bbc.com/news/13191346|work=BBC News|access-date=19 March 2013}}</ref> In 2003, South Korean girl group [[Baby V.O.X.]] released a Chinese single entitled "I'm Still Loving You" and topped various music charts in China, making a huge fanbase there. Both "I'm Still Loving You" and their subsequent Korean single "What Should I Do" also charted in [[Thailand]].

[[File:Korean culture.jpg|left|thumb|300px|Aspects of [[Culture of Korea|traditional]] and [[Culture of South Korea|contemporary Korean culture]], clockwise from top left: a [[Samsung Galaxy Tab]]; women performing traditional dance [[Taepyeongmu]]; [[Bibimbap]], a Korean rice dish; [[K-pop idol]] [[Junsu]]; the K-pop boyband [[Super Junior]]; children in traditional [[Hanbok]] costume]]

Meanwhile, the popularity of Korean television continued to spread across the continent. Reports about Asian women traveling to South Korea to find love inspired by Korean romance dramas began to appear in the media, including in [[The Washington Post]].<ref name="Anthony Faiola">{{Cite news|last=Faiola|first=Anthony|date=31 August 2006|title=Japanese Women Catch the 'Korean Wave'|url=https://www.washingtonpost.com/wp-dyn/content/article/2006/08/30/AR2006083002985.html|newspaper=The Washington Post|access-date=18 March 2013|quote=There's only one more thing this single Japanese woman says she needs to find eternal bliss{{snd}}a Korean man. She may just have to take a number and get in line. In recent years, the wild success of male celebrities from South Korea{{snd}}sensitive men but ''totally'' ripped{{snd}}has redefined what Asian women want, from Bangkok to Beijing, from Taipei to Tokyo. Gone are the martial arts movie heroes and the stereotypical macho men of mainstream Asian television. Today, South Korea's trend-setting screen stars and singers dictate everything from what hair gels people use in Vietnam to what jeans are bought in China. Yet for thousands of smitten Japanese women like Yoshimura, collecting the odd poster or DVD is no longer enough. They've set their sights far higher{{snd}}settling for nothing less than a real Seoulmate.}}</ref>

In [[Nepal]], [[Bhutan]], and [[Sri Lanka]], Korean dramas began to increasingly take up airtime on TV channels in these countries with ''Winter Sonata'' and ''Full House'' credited to igniting the interest in Korean pop culture in these countries. Korean fashion and hairstyles became trendy amongst youth in Nepal and led to a Korean language course boom in the country which has persisted to today. [[Korean cuisine]] experienced a surge of popularity in Nepal with more Korean eateries opening in the country throughout the early to mid 2000s. Similarly, Korean cuisine also became popular in Sri Lanka and Bhutan with Korean restaurants opening to satisfy the demand in these countries.<ref>{{Cite book|author=<!--Not stated-->|date=2011|title=K-drama: A New TV Genre with Global Appeal|url=https://www.korea.net/Resources/Publications/About-Korea/view?articleId=2226|publisher=Korean Culture and Information Service|page=22|isbn=978-89-7375-167-9}}</ref><ref>{{Cite web|url=https://kpopinsl.wordpress.com/2014/04/06/korean-dramas-aired-on-sri-lankan-channels/|title=Korean Dramas Aired in Sri Lankan Channels|last=Wickramasinghe|first=Induni|date=6 April 2014|website=K Wave in Sri Lanka|publisher=Induni Wickramasinghe|access-date=16 October 2014}}</ref><ref>{{Cite web|url=https://beed.global/beed-insights/korea-in-nepal/|title=Korea in Nepal|last=Tuladhar|first=Shayasta|date=4 September 2013|website=beed|access-date=5 January 2016}}</ref><ref>{{Cite web|url=http://www.insideasean.com/cover-story/Korean-fever-strikes-Bhutan-972/|title=Korean Fever Strikes Bhutan|last=Gurung|first=Adarsh|date=8 November 2014|website=insideasean.com|archive-url=https://web.archive.org/web/20160112035924/http://www.insideasean.com/cover-story/Korean-fever-strikes-Bhutan-972/|archive-date=12 January 2016}}</ref>

By the late 2000s, many Taiwanese musicians had been superseded by their K-pop counterparts, although a small number of groups such as [[F4 (band)|F4]] and [[Fahrenheit (Taiwanese band)|Fahrenheit]] continued to maintain fan bases in Asia.

=== 2010–present: Korean wave globally ===
[[File:People viewing K-Pop Zone on television.jpg|thumb|[[K-pop]] songs being played by the South Korean conglomerate [[LG Corporation|LG]] at the [[Internationale Funkausstellung Berlin|IFA]] trade exhibition in Germany in 2011.]]

In the United States, Korean culture has spread outwards from [[Korean American]] communities, most notably those in Los Angeles and New York City.<ref name="August Brown" /> The overall reception of Korean culture in the United States is rather lukewarm compared to that in Asia; [[Mnet Media]] said that its employees' attempt to pitch over 300 K-pop music videos to American producers and record labels was unsuccessful, there being "relationships so they would be courteous, but it was not a serious conversation."<ref>{{Cite magazine|last=Hampp|first=Andrew|date=16 March 2012|title=Secrets Behind K-pop's Global Success Explored at SXSW Panel|url=https://www.billboard.com/music/music-news/secrets-behind-k-pops-global-success-explored-at-sxsw-panel-1098373/|magazine=Billboard|access-date=17 March 2013}}</ref> Attempted US debuts by artists such as [[BoA]] and [[Seven (South Korean singer)|Se7en]] failed to gain traction, being labelled by a [[CNN]] reporter as "complete flops."<ref>{{Cite news|last=Oh|first=Esther|date=26 May 2011|title=K-pop Taking Over the World? Don't Make Me Laugh|url=http://travel.cnn.com/seoul/life/tell-me-about-it/k-pop-taking-over-world-dont-make-me-laugh--476482|work=CNN|archive-url=https://web.archive.org/web/20130101032830/http://travel.cnn.com/seoul/life/tell-me-about-it/k-pop-taking-over-world-dont-make-me-laugh--476482|archive-date=26 May 2011}}</ref>

[[File:Psy performing Gangnam Style at the Future Music Festival 2013.jpg|thumb|[[Psy]] performs "[[Gangnam Style]]" in Sydney in 2013.]]

That said, Korean culture products (series such as ''[[Jumong (TV series)|Jumong]]'' being particularly well received by audiences in the Muslim world) have seen increasing popularity, with a dedicated and growing global fanbase,<ref name="Mark James Russell" /><ref>{{Cite news|author=<!--Not stated-->|date=20 December 2009|title=Iranians Hooked on Korean TV Drama|url=https://theworld.org/dispatch/middle-east/091216/iran-korea-tv|work=GlobalPost|access-date=11 November 2014}}</ref><ref>{{Cite news|surname=Kwon|given=Mee-yoo|date=30 August 2011|title=Int'l Fans Visit Korea for Seoul Drama Awards|url=https://www.koreatimes.co.kr/www/art/2011/08/688_93772.html|work=The Korea Times|access-date=17 March 2013|quote=The hit Korean drama 'Jumong' was broadcast in Romania earlier this year, attracting some 800,000 viewers to the small screen.}}</ref><ref name="Song Sang-ho">{{Cite news|surname=Song|given=Sang-ho|date=10 August 2011|title=Korea's Mark on an Expectation-defying Iran|url=https://www.koreaherald.com/view.php?ud=20110810000745|work=The Korea Herald|access-date=17 February 2013|quote=The Korean wave, or hallyu, has also made significant forays into Iran. Korean period dramas, 'Jumong' in particular, were smash hits. Jumong{{snd}}the founding monarch of Korea's ancient Goguryeo kingdom (37 B.C.–A.D. 668){{snd}}has become the most popular TV drama representing Korea here, with its viewer ratings hovering around 80 to 90 percent.}}</ref> particularly after [[Psy]]'s [[Gangnam Style (music video)|video]] for "[[Gangnam Style]]" went viral in 2012–13 and was the first YouTube video to reach over a billion views.<ref>{{Cite news|author=<!--Not stated-->|date=21 December 2012|title=Gangnam Style Hits One Billion Views on YouTube|url=https://www.bbc.com/news/technology-20812870|work=BBC News|access-date=21 December 2019}}</ref> YouTube has been a vital platform in the increasing international popularity of K-pop, overriding the reluctance of radio DJs to air foreign-language songs in reaching a global audience.<ref>{{Cite AV media|last=Lah|first=Kyung|date=5 February 2013|title=K-pop Goes Global|type=Video|url=https://www.cnn.com/videos/showbiz/2013/02/05/pkg-lah-kpop-industry-global.cnn|access-date=4 March 2013|publisher=CNN}}</ref> [[KCON (music festival)|KCON]], originally a one-day event dedicated to K-Pop in [[Irvine, California]] in 2012, has now expanded into eight countries spanning over multiple days and locations.<ref>{{Cite web|url=https://www.kconusa.com/about-us/|title=About Us|author=<!--Not stated-->|date=n.d.|website=KCON|access-date=12 November 2019}}</ref>

[[File:Kpop fans in poland.jpg|220px|thumb|[[K-pop fans]] outside the Korean Cultural Centre in [[Warsaw]] holding up a South Korean-Polish flag, as well as banners for Korean boybands [[MBLAQ]], [[B1A4]], and [[2PM]] in 2011.]]

K-pop has influenced the foreign diplomacy of South Korea, used as a means to promote Korean culture to foreign countries.<ref>{{Cite news|surname=Kim|given=Han-joo|date=26 February 2013|title=Peruvian Vice President Hopes for Further Economic Ties|url=https://en.yna.co.kr/view/AEN20130226000251315|work=Yonhap News Agency|access-date=5 March 2013}}</ref> South Korea's former President [[Park Geun-hye]] intended to allocate at least 2 percent of the national budget to further develop South Korea's cultural industry and to seek more cultural exchange with North Korea.<ref>{{Cite news|surname=Do|given=Je-hae|date=20 December 2012|title=Park to Put Policy Priority on Culture|url=https://www.koreatimes.co.kr/www/nation/2012/12/356_127389.html|work=The Korea Times|access-date=24 March 2013}}</ref> [[Korean cuisine|Cuisine]] and cosmetic products are two of the most recognizable features of South Korean culture overseas.<ref>{{Cite news|last=Lee|first=Min Sun|date=15 February 2013|title=South Korea Digests White House Kimchi Recipe|url=https://www.wsj.com/articles/BL-KRTB-3491|url-access=limited|work=The Wall Street Journal|access-date=22 March 2013}}</ref> The cultural boom has also propelled tourism growth; South Korea welcomed over 12 million visitors in 2013, with 6&nbsp;million tourists from China alone.<ref>{{Cite news|last=Hohnholz|first=Linda|date=19 November 2012|title=Number of Tourists Visiting South Korea Expected to Top 10 Million|url=https://eturbonews.com/63208/number-tourists-visiting-south-korea-expected-top-10-million/|work=eTurboNews|access-date=20 January 2015}}</ref>

Korean skincare products have gained widespread popularity in Asia. [[Amorepacific Corporation|Amorepacific]] and [[LG Household & Health Care]] have become the top two beauty companies in the Asia-Pacific region.<ref name="Minji Kim">{{Cite magazine |last=Kim |first=Minji |date=25 June 2015 |title=The Rising Wave of Korean Beauty |url=https://connect.in-cosmetics.com/uncategorized/skincare/the-rising-wave-of-korean-beauty/ |magazine=in-cosmetics Connect |access-date=13 October 2017}}</ref> China has become the largest market for Korean cosmetics and South Korea accounts for 25% of China's cosmetic imports.<ref>{{Cite magazine|last=Schmidt|first=Anna|date=19 October 2016|title=Hallyu and the Rise of Korean Cosmetics in China|url=http://www.cityweekend.com.cn/shanghai/article/hallyu-and-rise-of-korean-cosmetics-china|magazine=City Weekend|archive-url=https://web.archive.org/web/20161020152839/http://www.cityweekend.com.cn/shanghai/article/hallyu-and-rise-of-korean-cosmetics-china|archive-date=20 October 2016}}</ref> In Sri Lanka, European beauty products have largely been replaced in favour of Korean cosmetic and skincare products which have become popular because of their cheaper prices and their suitability for Asian skin.{{citation needed|date=February 2022}} Similarly, Korean products have become popular in Singapore because they meet the concerns of Asians and that they have been designed for Asian people.<ref>{{Cite news|last=Chung|first=Gladys|date=13 June 2015|title=The Rise of K-beauty in Singapore and Globally|url=https://www.straitstimes.com/lifestyle/the-rise-of-k-beauty-in-singapore-and-globally|work=The Straits Times|access-date=13 October 2017}}</ref> The popularity of K-pop in Cambodia has also led to the influx of Korean beauty products into the Cambodian market.<ref>{{Cite news|last=Li|first=Mak Lawrence|date=27 June 2013|title=K-pop a Boon for Cosmetics Shops|url=https://www.phnompenhpost.com/business/k-pop-boon-cosmetics-shops|work=The Phnom Penh Post|access-date=13 October 2017}}</ref> Korean cosmetic and skincare products have also become popular in Thailand,<ref>{{Cite web|url=https://cosmetic.chemlinked.com/news/cosmetic-news/korean-brands-increasingly-popular-thailand|title=Korean Brands Increasingly Popular in Thailand|last=Hu|first=Angelita|date=26 December 2014|website=ChemLinked|access-date=13 October 2017}}</ref> Malaysia,<ref>{{Cite magazine|last=Goh|first=Angela|date=7 September 2016|title=5 Skincare Brands Found in Malaysia That Are Worth Trying|url=https://www.mariefranceasia.com/my/beauty-my/beauty-buys-my/skincare-my/skincare-brands-malaysia-209143.html|magazine=Marie France Asia|access-date=13 October 2017}}</ref> and Japan,<ref>{{Cite news|last=Yamada|first=Mio|date=13 July 2012|title=The Korean Beauty Secrets Are Out|url=https://www.japantimes.co.jp/news/2012/07/13/business/the-korean-beauty-secrets-are-out/|work=The Japan Times|access-date=13 October 2017}}</ref> among other countries. Recent political issues between [[China–South Korea relations|South Korea and China]] have led Amorepacific to look elsewhere and revamp its products to specifically target Muslim and darker-skinned women in Southeast Asia.<ref>{{Cite news|author=<!--Not stated-->|date=19 September 2017|title=South Korean Cosmetics Major Targets Muslim Women|url=https://www.thenationalnews.com/business/south-korean-cosmetics-major-targets-muslim-women-1.629782|work=The National|access-date=13 October 2017}}</ref> In 2017, [[Innisfree (brand)|Innisfree]] released a range of darker-toned cushions to match skin tones of Southeast Asian women.<ref>{{Cite web|url=https://ecommerceiq.asia/eiq-brand-series-amorepacific-diversification/|title=Amorepacific Diversifies Product Lines to Capture ASEAN's Beauty Market|last=Wattanavinit|first=Pat|date=28 September 2017|website=EcommerceIQ|publisher=aCommerce|access-date=13 October 2017}}</ref>

K-dramas and K-pop raised the awareness of Korean beauty products and brands which increased the demand among Indian women that lead to opening of many specialized e-commerce stores. As of 2020, Korean consumer labels are on high demand in India from food to cosmetics and toys apart from household electronics.<ref name="Rajiv Singh">{{Cite news|last=Singh|first=Rajiv|date=28 August 2020|title=Demand for Korean Products Is Rising in India: Korikart's Seo Young Doo|url=https://www.forbesindia.com/article/special/demand-for-korean-products-is-rising-in-india-korikarts-seo-young-doo/62113/1|work=Forbes India|access-date=28 September 2020}}</ref><ref>{{Cite news|last=Narayanan|first=Chitra|date=25 September 2020|title=Filling Up the Cart with Korean Labels|url=https://www.thehindubusinessline.com/companies/filling-up-the-cart-with-korean-labels/article32696509.ece|work=The Hindu BusinessLine|access-date=28 September 2020}}</ref> Indian music streaming services [[Gaana (music streaming service)|Gaana]] and [[JioSaavn]] confirmed increasing demand for K-pop. As per [[Spotify]] user streaming data, [[BTS]] is one of the Top 5 artist in India with a growing K-pop fan base that represent top 22% of the global listeners. Of all genre, K-pop has 25% share for newly discovered artist category among 18 to 24 years age group of listeners. Demand for K-pop lead to Spotify promoting diverse set of K-pop artist during [[World Music Day]] 2020 campaign apart from well known ones like BTS.<ref>{{Cite web|url=https://www.socialsamosa.com/2020/07/spotify-india-k-pop-playlists-campaign/|title=Spotify India Campaign Pushes K-pop Playlists To Meet Increasing Demand|last=Verma|first=Jagruti|date=6 July 2020|website=Social Samosa|access-date=5 October 2020}}</ref><ref>{{Cite news|author=<!--Not stated-->|date=21 May 2019|title=K-pop Is Among the Most Liked Genres by Millennial in India: Spotify|url=https://www.firstpost.com/tech/news-analysis/k-pop-is-among-the-most-liked-genres-by-millennial-in-india-spotify-6675121.html|work=Tech2|publisher=Firstpost|access-date=5 October 2020}}</ref><ref>{{Cite web|url=https://newsroom.spotify.com/2019-09-03/six-months-of-streaming-data-shows-indias-increasing-appetite-for-streaming/|title=Six Months of Data Shows India's Increasing Appetite for Streaming|author=<!--Not stated-->|date=3 September 2019|website=For the Record|publisher=Spotify|access-date=3 October 2020}}</ref><ref>{{Cite web|url=https://newsroom.spotify.com/2020-02-27/3-major-streaming-trends-from-spotifys-first-year-in-india/|title=3 Major Streaming Trends from Spotify's First Year in India|author=<!--Not stated-->|date=27 February 2020|website=For the Record|publisher=Spotify|access-date=3 October 2020}}</ref>

As per Netflix streaming data for the year 2020 in Asia, ''[[Blackpink: Light Up the Sky]]'' became the most watched K-pop documentary in Indonesia, Malaysia, Singapore, Hong Kong, and Thailand. In the Korean drama category, ''[[Kingdom (South Korean TV series)|Kingdom]]'' (Season 2) was most watched in Hong Kong and Thailand. For audience in India, Malaysia, Philippines, Singapore, it was ''[[The King: Eternal Monarch]]''. ''[[Start-Up (South Korean TV series)|Start-Up]]'' became the highest viewed in Indonesia, ''[[What's Wrong with Secretary Kim]]'' in Japan and ''[[It's Okay to Not Be Okay]]'' in Taiwan respectively. Korean zombie movie ''[[Alive (2020 film)|Alive]]'' became the top horror title in Malaysia, Singapore, Thailand, Japan, Philippines, Hong Kong and Taiwan. Korean travel documentary ''[[Twogether (TV program)|Twogether]]'' topped the reality TV show category in Thailand and Taiwan.<ref>{{Cite web|url=https://www.bandwagon.asia/articles/netflix-unveils-2020-most-watched-shows-asia-blackpink-light-up-the-sky-arashi-diary-voyage-its-okay-to-not-be-okay-start-up-singapore-philippines-korea-indonesia-malaysia-thailand|title=Netflix Unveils 2020's Most-watched Shows in Asia&nbsp;– Blackpink's Light Up the Sky, ARASHI's Diary Voyage, It's Okay to Not Be Okay, Start-up, and More|last=Basbas|first=Franchesca Judine|date=21 December 2020|website=Bandwagon|access-date=5 January 2021}}</ref><ref>{{Cite web|url=https://about.netflix.com/en/news/what-asia-watched|title=What Asia Watched in 2020|last=Ray|first=Sarit|date=9 December 2020|website=Netflix|access-date=5 January 2021}}</ref> The strong global demand for wellness, health and beauty from [[Eastern Culture|Eastern cultures]] is one of the success factor influencing sales of Korean cosmetic brands.<ref>{{Cite magazine|last=Neville|first=Laurence|date=5 March 2021|title=Asia's Culture Clout|url=https://www.gfmag.com/magazine/march-2021/stuart-wood-qna-interview|magazine=Global Finance|access-date=11 March 2021}}</ref> The [[COVID-19 lockdown in India]] proved to be an inflection point in 2020 when Korean drama moved from a niche segment to mainstream due to [[Over-the-top media service in India|over the top media services]] such as Netflix, [[Viki (streaming service)|Rakuten Viki]] and YouTube.<ref>{{Cite web|url=https://www.bollywoodhungama.com/news/features/bollywood-makes-mark-korean-dramas-movies/|title=How Bollywood Makes a Mark in Korean Dramas and Movies|last=Bhattacharjee|first=Moumita|date=2 April 2021|website=Bollywood Hungama|publisher=Hungama Digital Media Entertainment|access-date=5 April 2021}}</ref>

== ''Hallyu'' 2.0 ==

"Hallyu 2.0" is the "New Korean wave" that began around 2007 as a result of South Korea taking advantage of 21st century digital technologies and social media.<ref name="Dal Yong Jin 2016">{{Cite book|last=Jin|first=Dal Yong|date=2016|chapter=The Rise of the New Korean Wave|editor-last=Jin|editor-first=Dal Yong|title=New Korean Wave: Transnational Cultural Power in the Age of Social Media|volume=1|publisher=University of Illinois Press|pages=3–19|doi=10.5406/illinois/9780252039973.003.0001|isbn=978-0-252-03997-3|jstor=10.5406/j.ctt18j8wkv.4}}</ref> The term ''Hallyu 2.0'' was first used in August 2010 by Japanese media after [[Girls' Generation]]'s successful showcase at [[Ariake Coliseum]] in Tokyo. The concept of Hallyu 2.0 rose in tandem with [[Web 2.0]], which emphasizes user generated content and usability.<ref name="Dal Yong Jin 2012" /> Hallyu 2.0 is larger in scope than the first Korean wave, and is also differentiated by the increased role and popularity of Korean pop music and other Korean exports like video games and animation. This in contrast to the importance of the Korean television drama during the first wave that was more geographically focused in East Asia.<ref>{{Cite book|last=Jin|first=Dal Yong|date=2015|chapter=New Perspectives on the Creative Industries in the Hallyu 2.0 Era: Global–Local Dialectics in Intellectual Properties|editor1-last=Lee|editor1-first=Sangjoon|editor2-last=Nornes|editor2-first=Abé Mark|title=Hallyu 2.0: The Korean Wave in the Age of Social Media|publisher=University of Michigan Press|pages=53–70|doi=10.3998/mpub.7651262|isbn=978-0-472-12089-5|jstor=10.3998/mpub.7651262.6}}</ref> However, at the center of Hallyu 2.0 are the [[Social Networking Sites]] (SNS) and [[User-generated content]] (UGC) sites such as YouTube that enable fans across the world to interact with South Korean pop culture.<ref name="Dal Yong Jin 2016" /> Overall, Hallyu 2.0 refers to different means (technology) to reach far beyond the Korean Peninsula and the continent of Asia.

The Korean Cultural Center with the [[Ministry of Foreign Affairs (South Korea)|Ministry of Foreign Affairs]] announced the first K-pop festival in India from 2012 that saw an initial participation of only 35 contestants, rising to 5,427 for both the solo and team formats in 2019.<ref>{{Cite web|url=https://wirally.com/the-growing-popularity-of-k-pop-in-india/|title=The Growing Popularity of K-pop in India|last=Mustansir|first=Sakina|date=19 October 2020|website=Wirally|access-date=3 June 2021}}</ref><ref>{{Cite web|url=https://overseas.mofa.go.kr/in-chennai-en/brd/m_2780/view.do?seq=708112|title=K-POP Festival 2014&nbsp;– India|author=<!--Not stated-->|date=21 May 2014|website=Consulate General of the Republic of Korea in Chennai|publisher=Ministry of Foreign Affairs|access-date=3 June 2021}}</ref> Spotify became one of the major contributors to the Hallyu movement when it entered the Indian music streaming market in 2019. As per Spotify data, BTS not only became the fifth most streamed artist but also has the third most streamed album in the entire country.<ref>{{Cite news|last=Mehta|first=Anukrati|date=10 February 2021|title=Hallyu: Korean Wave Takes Over India, from Gangnam to Dalgona|url=https://www.asiancommunitynews.com/hallyu-korean-wave-takes-over-india-from-gangnam-to-dalgona/|work=Asian Community News|access-date=18 May 2021}}</ref><ref>{{Cite magazine|last=Chakraborty|first=Riddhi|date=16 March 2020|title=Exclusive: Why Spotify India's New Campaign Will Focus on K-pop|url=https://rollingstoneindia.com/exclusive-why-spotify-indias-new-campaign-will-focus-on-k-pop/|magazine=Rolling Stone India|access-date=18 May 2021}}</ref>

=== Government policy in ''Hallyu'' 2.0 ===
The success of South Korean cultural products throughout the beginning of the 21st century has led some governments in Asia to pass measures to protect their own cultural industries. Japan, China, and Taiwan made specific efforts to stem the flow of Korean films and dramas into their countries, which caused those films and dramas to suffer in sales.<ref name="Dal Yong Jin 2016" /> This necessitated Korea's finding new markets in which to export their cultural products. [[K-pop]] and [[Korean idol]]s have been a core part of Hallyu 2.0 finding these new markets.<ref name="Dal Yong Jin 2016" />

Much Korean investment in arts and culture prior to 1993 focused on traditional forms of Korean culture that were essential to hold on to given the turbulence of the 20th century in Korean history.<ref name="Dal Yong Jin 2016" /> After 1993, cultural commercialization became government policy as leaders saw the necessity of integrating culture and economy.<ref name="Dal Yong Jin 2016" /> In 1999, the "Basic Law for Promoting Cultural Industries" was passed by the Korean government, establishing government support for "coproduction with foreign countries, marketing and advertising of Korean pop culture through broadcasting and the Internet, and the dissemination of domestic cultural products to foreign markets".<ref name="Dal Yong Jin 2016" /> Establishing their clear and public support for cultural industries, however, caused antagonism in other Asian countries, which were, at the time, the primary market for Korea's cultural exports.<ref name="Dal Yong Jin 2016" /> Therefore, indirect support had to be practiced. In 2008, the budget for the cultural industries sector increased, and the government introduced the "creative content industry", emphasizing K-pop and video games as important foreign exports.<ref name="Dal Yong Jin 2016" />

=== User-generated content/YouTube ===
Sun Lee, the head of music partnerships for Korea at YouTube, said, "It might have been impossible for K-pop to have worldwide popularity without YouTube's global platform."<ref name="Patty Ahn">{{Cite web|url=https://www.flowjournal.org/2017/11/youtube-is-taking-k-pop-global/|title=YouTube Is Taking K-pop Global|last=Ahn|first=Patty|date=27 November 2017|website=Flow|publisher=University of Texas at Austin|access-date=16 March 2018}}</ref> Since 2012, views of the top 200 K-pop artists on YouTube have tripled. In 2016, 80% of the 24 billion views of videos by the top 200 K-pop artists came from outside of South Korea.<ref>{{Cite news|last=Kim|first=Sohee|date=22 August 2017|title=The $4.7 Billion K-pop Industry Chases Its 'Michael Jackson Moment'|url=https://www.bloomberg.com/news/articles/2017-08-22/the-4-7-billion-k-pop-industry-chases-its-michael-jackson-moment|work=Bloomberg|archive-url=https://web.archive.org/web/20170822220637/https://www.bloomberg.com/news/articles/2017-08-22/the-4-7-billion-k-pop-industry-chases-its-michael-jackson-moment|archive-date=22 August 2017}}</ref> YouTube is essential to Hallyu 2.0, as it allows labels to deliver music videos and other K-pop related content to audiences abroad without going through television or other traditional media outlets.<ref name="Patty Ahn" />

K-pop's relationship with YouTube began in 2009, when the "big three" record labels ([[SM Entertainment]], [[YG Entertainment]], and [[JYP Entertainment]]) partnered with the user-generated content site, after several failed attempts to break the American market between 2006 and 2008. This partnership proved itself effective in 2011, when YouTube metrics showed that the United States accounted for the heaviest concentration of K-pop views outside of Asia.<ref name="Patty Ahn" />

YouTube has enabled fans to connect with K-pop through their own content, such as dance covers and reaction videos/channels.<ref>{{Cite journal|last=Oh|first=David C.|date=2017|title=K-pop Fans React: Hybridity and the White Celebrity-fan on YouTube|journal=International Journal of Communication|volume=11|pages=2270–2287|s2cid=59365830|s2cid-access=free}}</ref> Such channels include JREKML, a channel that has amassed over 1 million subscribers and consists mainly of K-pop reactions, skits, and vlogs. The creation of remakes helped "Gangnam Style" rise to world popularity. YouTube, and other social media platforms were instrumental as it allowed remakes to be created that adapted to the locality. This worked because it allowed the consumer to also become the producer, unlike before where adaptations to the local or regional culture would cost the original producer money.<ref>{{Cite book|last1=Lee|first1=Claire Seungeun|last2=Kuwahara|first2=Yasue|date=2014|chapter='Gangnam Style' as Format: When a Localized Korean Song Meets a Global Audience|editor-last=Kuwahara|editor-first=Yasue|title=The Korean Wave: Korean Popular Culture in Global Context|publisher=Palgrave Macmillan|pages=101–116|doi=10.1057/9781137350282_6|isbn=978-1-349-46832-4|s2cid=192831614}}</ref><ref>{{Cite journal|last1=Lyan|first1=Irina|last2=Zidani|first2=Sulafa|last3=Shifman|first3=Limor|date=2015|title=When Gangnam Hits the Middle East: Re-makes as Identity Practice|url=https://www.academia.edu/20031304|journal=Asian Communication Research|volume=12|issue=2|pages=10–31|doi=10.20879/acr.2015.12.2.10|s2cid=147486091}}</ref>

== ''Hallyu'' 3.0 ==
Hallyu 3.0 refers to the "third generation" of the Korean wave, beginning in the mid-2010s.<ref name="Sooho Song">{{Cite journal|last=Song|first=Sooho|date=2020|title=The Evolution of the Korean Wave: How Is the Third Generation Different from Previous Ones?|url=http://koreaobserver.or.kr/html/?pmode=subpage&smode=aim|journal=Korea Observer|volume=51|issue=1|pages=125–150|doi=10.29152/KOIKS.2020.51.1.125|s2cid=216401610}}</ref> The rise of [[BTS]] and [[mukbang]] became characteristic of Hallyu 3.0. The growth of social media has also grown in ways different from previous years.<ref name="Sooho Song" /> Expansion of social media content has increased Korea's penetration into multiple demographics. K-beauty become a massive part of the global market due to beauty influencers and popularity of K-dramas.<ref>{{Cite magazine|surname=Lim|given=Seung-hyuk|date=Winter 2018|title=Korea Seduces the Global Beauty World|url=https://www.koreana.or.kr/koreana/an/arn/selectArNttInfo.do?bbsId=1109&nttSn=51636|magazine=Koreana|access-date=31 January 2022}}</ref> Netflix increased studio space in South Korea with an investment reaching $700&nbsp;million from 2015 to 2020. Higher views are coming from Canada, France, Germany, Hong Kong, India, Japan, Malaysia, Philippines, Qatar, Singapore, Taiwan, Thailand, UAE and USA.<ref name="Jean Noh">{{Cite web|url=https://www.screendaily.com/news/netflix-leases-two-studios-outside-seoul-in-korean-production-push/5156060.article|title=Netflix Leases Two Studios Outside Seoul in Korean Production Push|last=Noh|first=Jean|date=7 January 2021|website=Screen|publisher=Media Business Insight|access-date=12 January 2021}}</ref>

According to the [[Ministry of Culture, Sports and Tourism]], consumption of K-content steadily rose throughout 2020 in 18 countries, namely China, Japan, Thailand, Indonesia, Malaysia, India, Vietnam, Turkey, France and USA. The highest increases in consumption were in K-drama at 29.7%, K-beauty at 27.5%, Korean variety shows at 26.9% and K-fashion at 24.8%,. After the COVID-19 pandemic, Korean variety shows picked up more interest among foreigners at 48%, 47.9% for K-dramas and 45.8% for Korean games. BTS, Blackpink and Psy were the most popular K-pop acts outside of South Korea during the pandemic. The Ministry of Culture, Sports and Tourism will spend ₩4&nbsp;billion from 2021 to improve translation quality of subtitles and dubbed shows.<ref>{{Cite news|surname=Song|given=Seung-hyun|date=30 January 2021|title=Hallyu Fans Consume More Korean Content amid COVID-19 Pandemic in 2020: Survey|url=https://www.koreaherald.com/view.php?ud=20210128000894|work=The Korea Herald|access-date=9 February 2021}}</ref> They are also giving out accommodation coupons worth ₩51.6&nbsp;billion to help push Korean content and language abroad using digital technologies. Another ₩26.5&nbsp;billion will be spent on developing event venues and production material for K-pop.<ref>{{Cite news|surname=Lee|given=Minji|date=2 February 2021|title=Culture Ministry Aims to Revive Pandemic-hit Culture Sector, Spread 'Hallyu' in 2021|url=https://en.yna.co.kr/view/AEN20210202002900315|work=Yonhap News Agency|access-date=12 February 2021}}</ref>

In India, companies signed [[memorandum of understanding]] with Korean giants for content acquisition.<ref>{{Cite news|last=Jha|first=Lata|date=21 June 2021|title=Netflix to Release Special Episode of Korean Hit 'Kingdom'|url=https://www.livemint.com/industry/media/netflix-to-release-special-episode-of-korean-hit-kingdom-11624258548900.html|url-access=limited|work=Mint|access-date=21 June 2021}}</ref><ref>{{Cite news|author=<!--Not stated-->|date=7 October 2020|title=International Dubbed Content Finds a Sizable Audience on MX Player|url=https://brandequity.economictimes.indiatimes.com/news/digital/international-dubbed-content-finds-a-sizable-audience-on-mx-player/78529207|work=Brand Equity|access-date=21 June 2021}}</ref><ref>{{Cite web|url=https://www.exchange4media.com/industry-briefing-news/dish-tv-india-introduces-korean-drama-active-service-for-dishtv-d2h-users-106610.html|title=Dish TV India Introduces 'Korean Drama Active' Service for DishTV & D2H Users|author=<!--Not stated-->|date=5 August 2020|website=Exchange4Media|publisher=Adsert Web Solutions|access-date=21 June 2021}}</ref> As per April 2021 data from Korean Cultural Centre, hallyu is now expanding from primary cultural content such as music, dramas and movies to secondary content like food, beauty and fashion. [[Jisoo]] became the first K-pop artist to feature on [[Elle (India)|Elle India]] June 2021 cover in a collaborative effort between [[Dior]], [[Lagardère Group]] and [[YG Entertainment]].<ref>{{Cite magazine|last=Zi|first=Tian|date=24 June 2021|title=#ELLECoverStar: K-pop Star and Dior's Newest Brand Ambassador, Kim Jisoo|url=https://elle.in/ellecoverstar-k-pop-star-and-diors-newest-brand-ambassador-kim-jisoo/|magazine=Elle|access-date=26 June 2021}}</ref><ref>{{Cite magazine|last=Malik|first=Kamna|date=25 June 2021|title=Our Editor, Kamna Malik on What Inspired the ELLE June 2021 Issue|url=https://elle.in/our-editor-kamna-malik-on-what-inspired-the-elle-june-2021-issue/|magazine=Elle|access-date=26 June 2021}}</ref> From subculture status, it is now transformed into influential mainstream popular culture.<ref>{{Cite news|last=Das|first=Tina|date=10 October 2021|title=Amul Cartoon for Squid Game, Day Off for Money Heist&nbsp;– Indians Finally Binging World TV Shows|url=https://theprint.in/opinion/pov/amul-cartoon-for-squid-game-day-off-for-money-heist-indians-finally-binging-world-tv-shows/748307/|work=ThePrint|access-date=15 October 2021}}</ref><ref>{{Cite news|author=<!--Not stated-->|date=15 October 2021|title=Squid Game: India Police's Viral Post on Road Safety Inspired by Hit Show|url=https://www.bbc.com/news/world-asia-india-58922256|work=BBC News|access-date=15 October 2021}}</ref><ref>{{Cite news|last=Bakshi|first=Priyaja|date=14 October 2021|title=Butter Instead of Dalgona Candy? Amul Releases 'Squid Games' Inspired Cartoon|url=https://food.ndtv.com/food-drinks/butter-instead-of-dalgona-candy-amul-releases-squid-games-inspired-cartoon-2575086|work=NDTV Food|access-date=15 October 2021}}</ref> Being part of the [[orient]], Indians find it easier to decipher societal relationship and nuances in K-dramas that somewhat mirrors their own.<ref>{{Cite web |last=Singh |first=Ritu |date=1 July 2021 |title=Korean Wave Rising Popularity in India: An Overview |url=https://shouts.site/korean-wave-rising-popularity-in-india-an-overview/ |access-date=10 July 2021 |website=Shouts}}</ref> Lack of diversity, representation of women and [[Person of color|people of color]] in Western pop culture fueled discontentment among viewers. Hallyu emerged as an alternative.<ref>{{Cite web |last=Kim |first=Suk-Young |date=2022-04-09 |title=Why is K-pop so popular? |url=https://www.latimes.com/opinion/story/2022-04-09/korean-pop-culture-music-dramas-movies-bts |access-date=2022-05-06 |website=Los Angeles Times |language=en-US}}</ref> [[COVID-19 pandemic in India|Covid-19 pandemic]] and [[COVID-19 lockdown in India|lockdown]] shifted events to digital medium that helped increase viewership from smaller towns. Hallyu introduced K-beauty in India.<ref>{{Cite web|url=https://www.korea.net/Events/Overseas/view?articleId=10954|title=Hallyu Love, Not Extinguished Despite Covid 19 Pandemic|author=<!--Not stated-->|date=n.d.|website=Korea.net|publisher=Korean Culture and Information Service|access-date=18 May 2021}}</ref><ref>{{Cite news|last=Prasad|first=Sanath|date=29 May 2021|title=Riding the Korean Wave|url=https://www.newindianexpress.com/cities/bengaluru/2021/may/29/riding-the-korean-wave-2308849.html|work=The New Indian Express|access-date=29 May 2021}}</ref><ref>{{Cite news|last=Handoo|first=Ritika|date=19 May 2021|title=Watch Your Favourite Korean Dramas on Zee Cafe!|url=https://zeenews.india.com/television/watch-your-favourite-korean-dramas-on-zee-cafe-2363008.html|work=Zee News|access-date=21 May 2021}}</ref>

From September 2022 to June 2023, [[Victoria and Albert Museum]] showcased rise of Korean wave in UK.<ref>{{Cite news|last=Harris|first=Gareth|date=7 July 2021|title=South Korea's Rapid Rise to Global Pop Cultural Dominance Will Be Explored in New Victoria & Albert Museum Exhibition|url=https://www.theartnewspaper.com/2021/07/07/south-koreas-rapid-rise-to-global-pop-cultural-dominance-will-be-explored-in-new-victoria-and-albert-museum-exhibition|work=The Art Newspaper|access-date=8 July 2021}}</ref> InKo Centre launched Annyeong Station for Indian fans to discuss and share hallyu with industry experts.<ref>{{Cite news|author=<!--Not stated-->|date=24 August 2021|title=Inko Centre Launches New Interaction, Exchange Platform|url=https://timesofindia.indiatimes.com/city/chennai/inko-centre-launches-new-interaction-exchange-platform/articleshow/85595148.cms|work=The Times of India|access-date=24 August 2021}}</ref> South Korea saw incubation of hallyu startups. [[Ministry of Science and ICT]] with [[Korea Creative Content Agency]] (KOCCA) announced an investment of $20 million into content creation in 2020. Thailand, Philippines, India, Singapore, and Portugal are new emerging markets for hallyu. Southeast Asia is big into K-pop fandom. From $1.87 billion in 2004, the share of hallyu in Korean economy increased to $12.4 billion in 2019.<ref>{{Cite web|url=https://kr-asia.com/the-korean-wave-outsized-influence-on-global-pop-culture|title=The Korean Wave: Outsized Influence on Global Pop Culture|last=Ng|first=Michelle|date=8 November 2021|website=KrASIA|access-date=8 November 2021}}</ref> From 2010 to 2020, Korean cultural exports increased by 12 times surpassing agricultural products, cosmetics, household appliances and robots. Hanryu Bank launched Korean Wave Promotion Association (KWPA) for promotion, exchange and cooperation on hallyu with foreign entities in 2021.<ref>{{Cite news|author=<!--Not stated-->|date=15 October 2021|title=Hanryu Bank, Leading the Launching of the Korean Wave Promotion Association|url=https://www.koreaherald.com/view.php?ud=20211015000824|work=The Korea Herald|access-date=15 November 2021}}</ref> [[Kakao Entertainment]], [[Netmarble]], [[Celltrion Entertainment]] investing heavily on cultural content. [[CJ E&M]] going to invest ₩5 trillion ($4.2 billion) on domestic content till 2026 and is buying stakes in [[SM Entertainment]]. Netmarble became the second biggest shareholder of [[Hybe Corporation]]. It also joined [[Upbit]] to sell [[non-fungible token]] (NFT) of BTS.<ref>{{Cite news|last=Lee|first=Yoojung|date=15 November 2021|title=Family's $4 Billion Bet Fuels Race for Korea's Next 'Squid Game'|url=https://www.bloomberg.com/news/articles/2021-11-15/family-s-4-billion-bet-fuels-race-for-korea-s-next-squid-game|work=Bloomberg|access-date=17 November 2021}}</ref><ref>{{Cite news|last=Herman|first=Tamar|date=4 November 2021|title=BTS Agency Hybe Announces Joint NFT Venture with Largest South Korean Cryptocurrency Operator Dunamu, and a Webtoon Series|url=https://www.scmp.com/lifestyle/k-pop/news/article/3154780/bts-agency-hybe-prepares-joint-nft-venture-largest-south|work=South China Morning Post|access-date=17 November 2021}}</ref>

[[Amazon Prime Video]] premiered Parasite and Minari. Netflix, [[Disney+ Hotstar]], [[MX Player]], [[Viki (streaming service)|Viki]], [[Viu (streaming media)|Viu]] and Watcho are all competing for hallyu content in India.<ref>{{Cite news|last=Sekhose|first=Marcia|date=23 November 2021|title=Amazon Prime Video May Not Be the Early Bird, but It Still Wants to Catch the K-wave in India|url=https://www.businessinsider.in/tech/apps/news/amazon-prime-video-to-take-on-netflix-with-10-new-k-dramas/articleshow/87869220.cms|work=Business Insider India|access-date=23 November 2021}}</ref><ref>{{Cite web |date=9 August 2022 |title=Watcho OTT is one-stop solution for Hindi dubbed Korean dramas Welcome 2 Life, Kairos, others |url=https://www.dnaindia.com/entertainment/report-watcho-app-announces-34-new-k-dramas-including-welcome-2-life-kairos-others-2975142 |access-date=2022-08-21 |website=DNA India |language=en}}</ref> [[Discovery+]] with [[Korea Tourism Organization]] (KTO) started ‘Star vs Food’ series with K-Pop idols to introduce [[Korean cuisine]] in the country.<ref>{{Cite magazine|last=Saldanha|first=Eularie|date=25 October 2021|title=Discovery+ Exceeds Expectations in India|url=https://www.campaignasia.com/article/discovery-exceeds-expectations-in-india/473481|magazine=Campaign Asia|access-date=24 November 2021}}</ref>

[[Halloween]] costumes based on ''[[Squid Game]]'' were rage around the world. BTS won four [[2021 Billboard Music Awards|Billboard Music Awards]] and three [[American Music Awards of 2021|American Music Awards]]. They were nominated for performance in [[Grammy Awards of 2021|Grammy Awards]]. BTS sold out four concerts at [[SoFi Stadium]] in [[Los Angeles]] from November 27 to December 1, 2021.<ref name="Shim Sun-ah 2021-12" /> Investment from [[Apple TV+]], [[Disney+]] and [[Netflix]] brought global opportunity for Korean entertainment industry.<ref>{{Cite news|last=Park|first=Minwoo|date=15 November 2021|title=Apple TV+ Hopes to Build on Rivals' Success with First Korean Series|url=https://www.reuters.com/technology/apple-tv-hopes-build-rivals-success-with-first-korean-series-2021-11-15/|work=Reuters|access-date=18 December 2021}}</ref><ref>{{Cite web|url=https://www.forbes.com/sites/saramerican/2021/02/26/netflix-will-invest-500-million-in-korean-content-this-year/|title=Netflix Will Invest $500 Million in Korean Content This Year|last=Merican|first=Sara|date=26 February 2021|website=Forbes|access-date=18 December 2021}}</ref><ref>{{Cite web|url=https://www.forbes.com/sites/joanmacdonald/2021/10/14/disney-moves-into-the-korean-drama-scene-with-five-new-dramas/|title=Disney+ Moves into the Korean Drama Scene with Five New Dramas|last=MacDonald|first=Joan|date=14 October 2021|website=Forbes|access-date=18 December 2021}}</ref> [[Amazon Prime Video]] started showing interest on Korean content. As per CEO KunHee Park of [[Kocowa]], positive or better [[return on investment]] (ROI) over other international content or even domestic content might be the reason why so much foreign investment is pouring into developing and acquiring exclusive Korean content.<ref name=":5">{{Cite web |last=MacDonald |first=Joan |date=16 June 2022 |title='Tracer' Launches K-Drama Collaboration Between Amazon And Kocowa/wA |url=https://www.forbes.com/sites/joanmacdonald/2022/06/16/tracer-launches-k-drama-collaboration-between-amazon-and-kocowawa/ |access-date=2022-07-17 |website=Forbes |language=en}}</ref>  

Senior Vice President of Content Business for [[CJ E&M|CJ ENM]] Seo Jang-ho said, “''Korean creators are always known for their creativity and this new success on a global level opens doors for them to try something new. I think they will have a better understanding of what works globally in a very short time''.” As per Park Joon-suh who is the Director of Productions at [[JTBC Studios]], the new generation of Korean content creators have excellent skills in dealing with various aspects of storytelling through webtoons, web novels and dramas. Working relationship between Korean and American industry became more noticeable for larger-scale international production.<ref>{{Cite magazine|last=Souw|first=Rebecca|date=15 December 2021|title=Scouting K-drama Success After 'Squid Game'|url=https://variety.com/2021/tv/features/scouting-k-drama-success-squid-game-1235132482/|magazine=Variety|access-date=18 December 2021}}</ref> Success of Korean content sparked debate of [[Intellectual Property Rights]] (IPR).<ref>{{Cite news|author=<!--Not stated-->|date=1 November 2021|title=Netflix's 'Squid Game' Success Sparks Debate in South Korea over IP Rights|url=https://economictimes.indiatimes.com/tech/technology/netflixs-squid-game-success-sparks-debate-in-south-korea-over-ip-rights/articleshow/87452562.cms|work=The Economic Times|agency=Indo-Asian News Service|access-date=18 December 2021}}</ref> As per [[Anupam Tripathi]], influx of foreign artists will transform Korean entertainment industry into next [[Cinema of the United States|Hollywood]].<ref>{{Cite web|url=https://www.forbes.com/sites/joanmacdonald/2021/12/17/anupam-tripathi-of-squid-game-is-happy-he-studied-acting-in-korea/|title=Anupam Tripathi of 'Squid Game' Is Happy He Studied Acting in Korea|last=MacDonald|first=Joan|date=17 December 2021|website=Forbes|access-date=18 December 2021}}</ref> For [[Gong Yoo]], globalization of hallyu is good for actors and actresses in South Korea. [[Bae Doona]] credited [[over-the-top media service]]s for taking Korean content around the world.<ref>{{Cite magazine|author=<!--Not stated-->|date=24 December 2021|title=The Silent Sea Actor Gong Yoo Is Extremely Happy that K-content Is Receiving So Much Love Globally|url=https://www.indiatoday.in/binge-watch/story/the-silent-sea-actor-gong-yoo-extremely-happy-that-k-drama-love-globally-1891782-2021-12-24/|magazine=Ubdia Today|agency=Press Trust of India|access-date=25 December 2021}}</ref> In 2021, South Korea became the second largest content contributor on Netflix.<ref>{{Cite news|author=<!--Not stated-->|date=21 January 2022|title='Squid Game' Propels South Korea to Netflix's No. 2 Content Supplier|url=https://brandequity.economictimes.indiatimes.com/news/digital/squid-game-propels-south-korea-to-netflixs-no-2-content-supplier/89032185|work=Brand Equity|agency=Indo-Asian News Service|access-date=21 December 2021}}</ref> The platform invested $1 billion on Korean content till 2021, which is the largest outside of United States.<ref>{{Cite news|last1=Zhao|first1=Xiaoying|last2=Shaw|first2=Lucas|date=14 January 2022|title=Netflix Needs New Subscribers. Its Korean Playbook Is Its Secret Weapon.|url=https://www.bloombergquint.com/global-economics/netflix-s-squid-game-kingdom-success-will-help-it-win-global-streaming-race|work=BloombergQuint|access-date=14 January 2022}}</ref> Korean content success in India and the US made Netflix plan local remakes and spin-offs.<ref>{{Cite news|last=Jha|first=Lata|date=20 January 2022|title=Netflix to Release Special Episode of Korean Hit 'Kingdom'|url=https://www.livemint.com/industry/media/netflix-looking-to-recreate-korean-hits-in-india-11642584058747.html|url-access=limited|work=Mint|access-date=19 January 2022}}</ref><ref>{{Cite news|surname=Kim|given=Boram|date=29 November 2021|title=S. Korean Hit TV Series Set to Be Remade in U.S.|url=https://en.yna.co.kr/view/AEN20211129003100315|work=Yonhap News Agency|access-date=19 January 2022}}</ref> Some questioned and criticized this move as part of appropriating East Asian popular culture.<ref>{{Cite news|last=Hinds|first=Carolyn|date=19 December 2021|title=Hollywood, Please Stop Adapting K-dramas. It's Not Just Unnecessary, It's Racist.|url=https://www.salon.com/2021/12/19/korean-k-drama-remake-train-to-busan-crash-landing-on-you/|work=Salon|access-date=19 January 2022}}</ref> As per Max Michael of [[United Talent Agency]] (UTA), ties with US and interest in Western entertainment fostered a better understanding among Koreans that helped blend Asian values with Western sensibilities, making content relatable for Western audience.<ref>{{Cite magazine|last=Grater|first=Tom|date=7 January 2022|title=Which Asian Market Could Produce the Next 'Squid Game'-size Hit in 2022?|url=https://deadline.com/2022/01/which-emerging-asian-market-could-produce-squid-game-size-hit-2022-1234905966/|magazine=Deadline|access-date=20 January 2022}}</ref> With 25 projects, Netflix will release the largest number of in-house production from South Korea in 2022.<ref>{{Cite magazine|last=Brzeski|first=Patrick|date=18 January 2022|title=Netflix to Release 25 Korean Originals in 2022|url=https://www.hollywoodreporter.com/tv/tv-news/netflix-korean-originals-2022-list-1235077078/|magazine=The Hollywood Reporter|access-date=20 January 2022}}</ref> Hallyu transformed [[Seoul]] into fashion hub and elevated the status of [[Hangul]] globally. Foreigners making content in [[Korean language]] and promoting [[Korean Culture|Korean culture]] stirred a sense of national pride and achievement.<ref name="Sarasvati T">{{Cite news |last=T |first=Sarasvati |date=14 January 2022 |title=Korean Chic: How Fashion from K-drama and K-pop Is Influencing Indian Wardrobes |work=Mid-Day |url=https://www.mid-day.com/lifestyle/fashion/article/korean-chic-how-fashion-from-k-drama-and-k-pop-is-influencing-indian-wardrobes-23209599 |access-date=23 January 2022}}</ref><ref>{{Cite web |last=Jae-hee |first=Choi |date=2022-05-16 |title=These creators barely speak Korean. But they make money out of it. |url=http://www.koreaherald.com/view.php?ud=20220516000871 |access-date=2022-05-17 |website=The Korea Herald |language=en}}</ref> Koreans in creative fields who are living abroad benefited from hallyu with more recognition.<ref>{{Cite web |date=2022-08-08 |title='Pachinko' author Min Jin Lee credits Korean Wave for her success |url=https://www.koreatimes.co.kr/www/culture/2022/08/142_334100.html |access-date=2022-08-17 |website=The Korea Times |language=en}}</ref> As per Professor Kim Suk-young of [[UCLA School of Theater, Film and Television]], success of hallyu is linked to South Korea being an economically advance mid-sized power with no colonial history that helps in underdog branding with cultural sensitivity. K-Pop is also closely in tune with [[Generation Z]]. For Professor Sam Richards from [[Pennsylvania State University]], Korean content is also not revealing, explicit, gratuitous, or in your face. Lack of overt sex or violence is appreciated by most people around the world such as Indians whose conceptualization of sex is much closer to Korea than to that of America.<ref>{{Cite web |last=Frater |first=Patrick |date=2022-08-21 |title=KCON LA: Experts Explain the Global Explosion of K-Pop and the Issues Ahead for Long-Term Dominance |url=https://variety.com/2022/music/asia/kcon-2022-kpop-explained-bts-1235346657/ |access-date=2022-08-21 |website=Variety |language=en-US}}</ref>   

=== K-pop in ''Hallyu'' 3.0 ===
Korean popular music has growing popularity in more countries now than ever.<ref name="Jenna Gibson">{{Cite web|url=https://keia.org/the-peninsula/hallyu-3-0-the-era-of-k-pop-collaborations/|title=Hallyu 3.0: The Era of K-pop Collaborations|last=Gibson|first=Jenna|date=20 April 2018|website=KEI|access-date=1 February 2022}}</ref> Psy, performer of the influential Gangnam Style, had huge success in Hallyu 2.0, but did not receive as much global attention as idol groups like BTS have had in recent years. BTS and other groups have had sustained success globally, with world tours and appearances at U.S. Billboard Music Awards and other foreign events.<ref name="Sooho Song" /> The recent rise in K-pop has ushered in growing numbers of musical collaborations with foreign artists, both Korean and non-Korean.  In 2014, Psy released a song with Snoop Dogg.<ref name="Jenna Gibson" /> Other K-pop artists and groups have also started collaborating more, interestingly with Latin American and Spanish artists as well. These tactics have had mixed success, but the growth of foreign collaborations indicates a large-scale presence of Korean culture never seen before.

As of February 2021, the total number of listeners for BTS in countries such as India, Indonesia, Japan and the Philippines far outnumbered that in South Korea.<ref>{{Cite news|last=Shaw|first=Lucas|date=9 February 2021|title=The Four New Global Capitals of Music|url=https://www.bloomberg.com/news/articles/2021-11-15/family-s-4-billion-bet-fuels-race-for-korea-s-next-squid-game|work=Bloomberg|access-date=4 March 2021}}</ref> YouTube is one of the main platform that helped globalize Kpop around world which is now a $10&nbsp;billion industry. They even released a seven part documentary on the rise of Kpop and interviewed famous personalities from Korean popular music industry such as [[Amber Liu (singer)|Amber Liu]], [[Baekhyun]], [[BoA]], [[Taebin]], [[Doyoung (singer)|Doyoung]], [[Han Seung-yeon]], [[Park Ye-eun]], [[Joon Park]], [[Kang Daniel]], [[Kangta]], [[Leeteuk]], [[Sandara Park]], [[Seulgi (singer)|Seulgi]], [[Lee Tae-min]], [[Lee Tae-yong]], [[Tony Ahn]], [[Pentagon (South Korean band)|Pentagon]], [[(G)I-dle]] and [[Everglow]].<ref>{{Cite web|url=https://musically.com/2021/04/01/k-pop-evolution-is-youtubes-seven-part-k-pop-documentary/|title=K-pop Evolution Is YouTube's Seven-part K-pop Documentary|last=Dredge|first=Stuart|date=1 April 2021|website=Music Ally|access-date=4 April 2021}}</ref>

With global proliferation of K-pop, South Korean entertainment industry recognizing the billion dollar opportunity slowly started creating its own version of [[United Talent Agency]], [[Endeavor (company)|Endeavor]] and [[Creative Artists Agency]] to represent Korean artist around Asia in a variety of industries that include film, television, [[digital media]], publishing, music, and video games. With the advent of Hallyu 3.0, India started to gain importance in K-pop world tour events due to large number of young population in 10–30 years of age group and a growing disposable income.<ref>{{Cite news|last=Sarkar|first=Ishani|date=26 March 2021|title=EXCLUSIVE: Celebrity Agency MPE Talks Global Promotions; Reveals Why INDIA Is on the Radar for Kpop World Tours|url=https://www.pinkvilla.com/entertainment/exclusivecelebrity-agency-mpe-talks-global-promotions-reveals-why-india-radar-kpop-world-tours-666280|work=Pinkvilla|access-date=17 April 2021}}</ref> As of 2021, India also became one of the fastest growing overseas fan base for Kpop genre with rising [[infatuation]] level.<ref name="Devki Nehra">{{Cite news|last=Nehra|first=Devki|date=22 June 2021|title=Rise of K-pop in India: Analysing Why Korean Pop Music Has Surged in India During Coronavirus Pandemic|url=https://www.firstpost.com/entertainment/rise-of-k-pop-in-india-analysing-why-korean-pop-music-has-surged-in-india-during-coronavirus-pandemic-9722501.html|work=Firstpost|access-date=22 June 2021}}</ref> The government of South Korea started investing in India to increase the market size and popularity of K-pop with the help of [[Korean Cultural Center]].<ref>{{Cite web|url=http://en.koreaportal.com/articles/48749/20210327/kpop-shortlists-india-world-tour-events.htm|title=K-pop Shortlists India for Its World Tour Events|last=Blas|first=Maureen|date=27 March 2021|website=Korea Portal|access-date=17 April 2021}}</ref> [[Gaana (music streaming service)|Gaana]] reported 350% growth in K-pop genre alone across India in 2020.<ref>{{Cite news|last=Jha|first=Lata|date=15 December 2020|title=Streaming of Audio Grows Nearly 40% in India in 2020|url=https://www.livemint.com/news/india/audio-streaming-grows-40-in-india-in-2020-11608022882735.html|url-access=limited|work=Mint|access-date=21 May 2021}}</ref> [[Spotify]], [[Apple Music]] and [[Amazon Music]] became major hubs for K-pop consumption in India.<ref>{{Cite web|url=https://musically.com/2020/12/10/three-big-takeaways-from-spotify-indias-year-end-charts/|title=Three Big Takeaways from Spotify India's Year-end Charts|last=Gurbaxani|first=Amit|date=10 December 2020|website=Music Ally|access-date=15 December 2020}}</ref> Spotify in its Wrapped 2020 edition revealed that BTS became the only foreign artist that featured in the Top 5 Most Streamed category and first among the Top 20 Most Streamed K-pop Artist category in India that included names like [[Blackpink]], [[Twice]], [[Got7 (band)|Got7]], [[Red Velvet (band)|Red Velvet]] etc., showing the acceptance of K-pop in mainstream.<ref>{{Cite magazine|last=Chakraborty|first=Riddhi|date=3 December 2020|title=Here Are Spotify India's Most Streamed K-pop Artists of 2020|url=https://rollingstoneindia.com/here-are-spotify-indias-most-streamed-k-pop-artists-of-2020/|magazine=Rolling Stone India|access-date=9 December 2020}}</ref>

Global recognition and large scale investment raised peer competition. [[Hybe Corporation]] [[initial public offering]] (IPO) at [[Korea Exchange]] with $7 billion market capitalization attracted more agencies to take similar route for future success.<ref>{{Cite news|author=<!--Not stated-->|date=12 May 2021|title=Inside the Cutthroat Battle to Build K-pop's Next Superstars|url=https://lifestyle.livemint.com/how-to-lounge/art-culture/inside-the-cutthroat-battle-to-build-k-pop-s-next-superstars-111620795179299.html|work=Mint Lounge|agency=Agence France-Presse|access-date=12 May 2021}}</ref> Collaboration and talent exchange with Asian counterparts gained importance.<ref>{{Cite news |last=Sebastian |first=Meryl |date=2022-03-27 |title=When K-pop met India: The Indian artists collaborating with Korean stars |language=en-GB |work=BBC News |url=https://www.bbc.com/news/world-asia-india-60615480 |access-date=2022-04-17}}</ref> In 2021, [[AleXa]] did a collaborative project with Kuwaiti-Saudi singer Bader Al Shuaibi while [[Eric Nam]] with [[Armaan Malik]] and [[Kshmr]].<ref name="Tamar Herman">{{Cite news|last=Herman|first=Tamar|date=21 May 2021|title= K-pop, Indian and Middle Eastern Artists Collaborate on Singles, Aiming to Build Bridges Between Their Different Music Scenes|url=https://www.scmp.com/lifestyle/k-pop/artists-celebrities/article/3134384/k-pop-i-pop-and-middle-eastern-artists-combine|work=South China Morning Post|access-date=22 May 2021}}</ref> After the massive success of [[Dynamite (BTS song)|Dynamite]], [[Butter (song)|Butter]] also topped [[IMI International Top 20 Singles]] in India. [[Life Goes On (BTS song)|Life Goes On]] was placed at No.20 position making [[BTS]] dominate the first official music chart debut in country.<ref>{{Cite magazine|last=Chakraborty|first=Riddhi|date=4 September 2020|title=Exclusive: BTS Reflect on the Massive Success of 'Dynamite' in India|url=https://rollingstoneindia.com/exclusive-bts-reflect-on-dynamite-massive-success-in-india/|magazine=Rolling Stone India|access-date=6 December 2021}}</ref><ref>{{Cite web|url=https://www.forbes.com/sites/hughmcintyre/2021/06/22/bts-dominate-indias-first-ever-ranking-of-the-biggest-international-singles/|title=BTS Dominate India's First-ever Ranking of the Biggest International Singles|last=McIntyre|first=Hugh|date=22 June 2021|website=Forbes|access-date=6 December 2021}}</ref>

BTS became the first Asian artist with which [[McDonald's]] collaborated to sell celebrity set menu around the world in its 66 years history, since 1955. Some people even started selling limited version BTS meal set wrappers on platforms such as [[eBay]]. McDonald's which till now was seen as the symbol of American style capitalism and way of life changed its global marketing in 2021 under the influence of Kpop which became the epitome of reverse pop culture movement from the [[Eastern world|East]] to the West. Due to accepting the global diversity of culture and ideas, Korean wave is finding more resonance all around the globe. K-pop in general and BTS in particular popularized soft masculinity with gender less fashion which is opposite to [[White people|White]] [[Marlboro Man]] or [[Machismo]] image for generations born after 1980s.<ref name="Devki Nehra" /><ref>{{Cite news|surname1=Yang|given1=Seung-jun|surname2=Sin|given2=Hyeon-ju|date=12 June 2021|script-title=ko:BTS가 보여준 새 남성상&nbsp;... 맥도널드가 증명한 세계화 표준|trans-title=BTS Displays the New Male Figure&nbsp;... McDonald's Establishes a Standard for Globalization|language=ko|url=https://www.hankookilbo.com/News/Read/A2021061008440004328|script-work=ko:한국일보|trans-work=Hankook Ilbo|access-date=17 June 2021}}</ref><ref>{{Cite podcast|url=https://theswaddle.com/podcast/episode-4-flower-boys-glass-skin-killer-coats/|title=Episode 4: Flower Boys, Glass Skin, Killer Coats|website=The Swaddle|last1=V|first1=Nirupama|last2=Chathurvedula|first2=Sadhana|date=23 July 2021|access-date=29 July 2021}}</ref>

The rise of fans abroad is now influencing local music charts in South Korea. According to [[Financial Supervisory Service (South Korea)|Financial Supervisory Service]] (FSS), only 24.96 percent of $390 million sales revenue of [[Hybe Corporation]] is coming from domestic market in H1 2021. For [[JYP Entertainment]], ₩39.5 billion in exports surpassed the domestic sales of ₩33.3 billion in H1 2021. Popularity abroad is now an important criteria to make big in Korean music industry. Demand for older albums are rising in US and South America. Industry insiders are of the view that after [[COVID-19]], international market will get more attention from Korean agencies. [[YouTube]] is now a major channel to push K-pop content abroad and is also used by domestic shows to calculate ranking of music videos.<ref name="Shim Sun-ah 2021-11">{{Cite news|surname=Shim|given=Sun-ah|date=1 November 2021|title=Park to Put Policy Priority on Culture|url=https://en.yna.co.kr/view/AEN20211101003000315|work=Yonhap News Agency|access-date=1 November 2021}}</ref>

[[SM Entertainment]] with YouTube as part of collaborative effort started releasing remastered version of older K-pop music videos from first generation groups. The first set of videos released were Age of Violence from [[H.O.T.|H.O.T]], originally released in 1996 and [[Dreams Come True (S.E.S. song)|Dreams Come True]] by [[S.E.S. (group)|S.E.S]], released in 1998.<ref>{{Cite news|last=Herman|first=Tamar|date=12 November 2021|title=YouTube Remasters Early K-pop Music Videos to Share Old Hits with a New Generation|url=https://www.scmp.com/lifestyle/k-pop/news/article/3155790/youtube-remasters-early-k-pop-music-videos-share-old-hits-new|work=South China Morning Post|access-date=12 November 2021}}</ref>

To sustain global influence of K-pop and make [[Mnet Asian Music Awards]] (MAMA) comparable to prestigious Western Music Awards, [[CJ E&M]] is planning to organize future events in the US.<ref>{{Cite news|surname=Dong|given=Sun-hwa|date=16 November 2021|title=CJ ENM Aims to Take Mnet ASIAN MUSIC AWARDS to US|url=https://www.koreatimes.co.kr/www/art/2021/11/732_318911.html|work=The Korea Times|access-date=25 December 2021}}</ref> [[CJ ENM]] is also systematically increasing K-pop investment to penetrate new markets by signing more sponsorships and brand collaboration deals.<ref>{{Cite news|surname=Choi|given=Ji-won|date=2 December 2021|title=CJ ENM Says K-pop Is 'Just Beginning'|url=https://www.koreaherald.com/view.php?ud=20211202000547|work=The Korea Herald|access-date=25 December 2021}}</ref> For many artists, domestic popularity no longer correlate to overall success as Japan, India, Indonesia, Thailand, Philippines, Mexico, Brazil and the United States surpassed South Korea in consumption pattern. Agencies are also shifting their focus to entice global fans. From 23 nations till 2012, K-pop CDs are now exported to 88 nations, generating ₩270.3 billion ($222 million) in 2021.<ref>{{cite news |last1=Jeon |first1=Young-sun |last2=Yang |first2=Haley |date=5 April 2022 |title=As K-pop goes global, Koreans fall behind when it comes to consumption |work=Korea JoongAng Daily |publisher= |url=https://koreajoongangdaily.joins.com/2022/04/05/entertainment/kpop/kpop-bts-kpop/20220405172102571.html |access-date=12 April 2022}}</ref> Increasing number of global fans, market diversification and alternative medium for content publishing are making Korean [[cancel culture]] less effective against [[controversial]] artists. Critics are of view that success after misdeeds send a wrong message to society.<ref>{{Cite web |last=Yang |first=Haley |date=28 April 2022 |title=The wrath of 'cancel culture' wanes for K-pop stars |url=https://koreajoongangdaily.joins.com/2022/04/28/entertainment/kpop/stray-kids-big-bang-gidle-soojin/20220428132642731.html |access-date=2022-05-02 |website=Korea JoongAng Daily |language=en}}</ref>

Globalization of K-pop started attracting talents from around the world. K-pop bands in the past involved non-Korean members but are mostly from East and Southeast Asian region with an exception to Western countries hosting large Korean diaspora such as the United States. The most well represented countries within Korean music industry are Japan and China. [[DR Music]] became the first in the industry to add an Indian origin idol along with Brazilian and [[Senegalese]] members for [[Blackswan]]. K-pop training regime is also gaining traction in the West for their perfection to detail as well as the industry obsession with styling, staging and cinematography. [[Sweden]] became a major source of K-pop songwriters. US is always the target market for Korean entertainment agencies but contents are made keeping global viewership of YouTube in mind. Experts are of opinion that a positively diverse Korean music industry will be good for global prospects.<ref>{{Cite web |last=Barton |first=Cat |date=13 July 2022 |title=Global talent, Korean-trained: K-pop's new recipe for world music domination |url=https://japantoday.com/category/entertainment/global-talent-korean-trained-k-pop's-new-recipe-for-world-domination |access-date=2022-07-12 |website=Japan Today |language=en-US}}</ref><ref>{{Cite news |last=Marshall |first=Alex |date=2022-01-26 |title=Sweden's Songwriters Dominated U.S. Pop. Now, They're Looking to Korea. |language=en-US |work=The New York Times |url=https://www.nytimes.com/2022/01/26/arts/music/sweden-kpop-bts-red-velvet.html |access-date=2022-07-12 |issn=0362-4331}}</ref><ref>{{cite news |last1=Gogoi |first1=Monami |title=Sriya as a K-pop idol is no fluke. A well-oiled industry is hunting for Indian stars |url=https://theprint.in/features/sriya-as-a-k-pop-idol-is-no-fluke-a-well-oiled-industry-is-hunting-for-indian-stars/1010526/ |access-date=12 July 2022 |publisher=ThePrint |date=26 June 2022}}</ref> As per [[Circle Chart]], sales and digital streaming is at all time high for the Top 400 K-Pop Albums during the first half of 2022 due to overseas fandom. YouTube views, considered an important measure for K-Pop popularity is dominated by India, Indonesia, the Philippines, Thailand and Vietnam.<ref>{{Cite web |date=2022-07-18 |title=K-pop album sales hit record high in first half |url=https://www.koreatimes.co.kr/www/art/2022/08/732_332889.html |access-date=2022-08-03 |website=The Korea Times |language=en}}</ref> 

=== Television in ''Hallyu'' 3.0 ===
Korean reality shows, dramas, and comedies were broadcast in other countries but their popularity remained exclusive to Asia. By late 2000s and early 2010s they began to gain traction due to fan translations. Outside of Asia, people could only watch through piracy until the arrival of [[Hulu]] and [[DramaFever]].<ref>{{Cite web|url=https://www.thewrap.com/warner-media-shuts-down-dramafever-streaming-service/|title = WarnerMedia Shuts Down DramaFever Streaming Service|date = 16 October 2018}}</ref> Popularity soon began to explode after mid-2010s with multiple shows becoming global hits. Streaming services started offering exclusive content.<ref>{{Cite web|url=https://www.forbes.com/sites/laurenorsini/2018/01/08/korean-media-hits-the-big-time-in-north-america/?sh=2ed02a946be2|title=Korean Media Hits the Big Time in North America|website=[[Forbes]]}}</ref> As of 2022, the maximum gain in viewership is coming outside of South Korea, East and Southeast Asia. After success of [[Parasite (2019 film)|Parasite]], [[Kocowa]] saw growth in male audience and is trying to expand into [[LGBT]] content.<ref>{{Cite web |last1=Layne |first1=Sara |last2=Littleton |first2=Cynthia |date=2022-08-18 |title=K Dramas Can't Be Denied: Global Streaming Spurs Demand for Asian Content Platforms |url=https://variety.com/2022/streaming/news/korean-dramas-kocowa-viki-asiancrush-kcon-1235344275/ |access-date=2022-08-19 |website=Variety |language=en-US}}</ref>  

Hallyu 3.0 opened global market for [[Studio Dragon]]. Global competition gave more creative freedom which until now was restricted under [[Korea Media Rating Board|Korean Media Rating Board]]. Domestic studios opened overseas office in USA for collaboration with [[Skydance Media]], [[Universal Content Productions]] and [[Creative Artists Agency]]. Bigger budget shifted small production houses to large studio system that can manage the entire spectrum of production work.<ref>{{Cite web |last=MacDonald |first=Joan |date=23 December 2020 |title=Studio Dragon Creates Relatable Korean Dramas for a Global Audience |url=https://www.forbes.com/sites/joanmacdonald/2020/12/23/studio-dragon-creates-relatable-korean-dramas-for-a-global-audience/ |access-date=12 January 2021 |website=Forbes}}</ref><ref>{{Cite web |last=Goldbart |first=Max |date=2022-08-10 |title=International Disruptors: Saram Entertainment's South Korean Super-Agent Soyoung Lee, Who Represents Stars From 'Squid Game', 'Pachinko' & 'Minari', Talks Korean Content Explosion, Working With The U.S. & Artists International JV |url=https://deadline.com/2022/08/saram-soyoung-kim-squid-game-pachinko-minari-international-disruptors-1235083436/ |access-date=2022-08-11 |website=Deadline |language=en-US}}</ref> In 2020, ''[[Crash Landing on You]]'' became global cultural phenomenon that attracted large number of foreign fans from various social backgrounds.<ref name="Seerat Chabba">{{Cite news |last=Chabba |first=Seerat |date=9 March 2021 |title=Korean TV Dramas Find a Huge Audience in India |work=DW |url=https://www.dw.com/en/korean-tv-dramas-find-a-huge-audience-in-india/a-56815880 |access-date=12 March 2021}}</ref><ref>{{Cite news |last=Talwar |first=Puja |date=23 May 2021 |title=Love Drama? Add Some Vitamin K |work=Hindustan Times |url=https://www.hindustantimes.com/lifestyle/brunch/love-drama-add-some-vitamin-k-101621736002985.html |access-date=14 June 2021}}</ref> As per Parrot Analytics, it garnered 1.4 times more viewership than domestic shows in India within a month of its release.<ref name="Namrata Acharya">{{Cite news |last=Acharya |first=Namrata |date=3 October 2020 |title=Indian Women Hooked on South Korean Shows |work=Zenger |url=https://www.zenger.news/2020/10/03/indian-women-hooked-to-south-korean-shows/ |access-date=21 May 2021}}</ref> After ''[[Emperor of the Sea]]'' and [[Dae Jang Geum]] that were released in 2006, this was the second time a K-drama was received and appreciated nationwide. ''[[The King: Eternal Monarch]]'', ''[[It's Okay to Not Be Okay]]'' and ''[[Start-Up (South Korean TV series)|Start-Up]]'' became the most binged K-drama of 2020 in India.<ref>{{Cite magazine |author=<!--Not stated--> |date=10 December 2020 |title=India Biggest Netflix Viewer Globally; Raat Akeli Hai Most Popular Thriller |url=https://www.businesstoday.in/technology/news/story/india-biggest-netflix-viewer-globally-raat-akeli-hai-most-popular-thriller-281078-2020-12-10 |magazine=Business Today |access-date=5 January 2021}}</ref><ref>{{Cite web |last=Shergill |first=Monika |date=9 December 2020 |title=What India Watched in 2020 |url=https://about.netflix.com/en/news/what-india-watched-2020 |access-date=5 January 2021 |website=Netflix}}</ref> [[Kingdom (South Korean TV series)|Kingdom]] became a huge hit that led to the release of second season in India by Netflix.<ref>{{Cite magazine |last=Frater |first=Patrick |date=1 October 2020 |title=Led by BTS, 'Parasite,' '#Alive' and More, South Korea's Entertainment Biz Is Taking the World by Storm |url=https://variety.com/2020/biz/asia/bts-parasite-south-korea-entertainment-1234788068/ |magazine=Variety |access-date=25 April 2021}}</ref> As per Black Kettle Studio, K-dramas are popular among Indian women across age groups.<ref name="Namrata Acharya" /><ref name="Puja Talwar">{{Cite magazine |last=Talwar |first=Puja |date=3 May 2021 |title=The Irresistible Pull of Korean Dramas |url=https://www.outlookindia.com/website/story/entertainment-news-the-irresistible-pull-of-korean-dramas/381865 |magazine=Outlook |access-date=21 May 2021}}</ref> In 2020, there is consolidation of Korean wave in Indian entertainment market that is no longer viewed as [[fad]].<ref>{{Cite news |author=<!--Not stated--> |date=7 October 2021 |title=Explained: Rise of Korean Content in India, from Shows Like Squid Game to K-pop |work=Firstpost |url=https://www.firstpost.com/entertainment/explained-rise-of-korean-content-in-india-from-shows-like-squid-game-to-k-pop-10034321.html |access-date=7 October 2020}}</ref> Korean content positively connected Indian audience.<ref>{{Cite news |last=Chakravorty |first=Vinayak |date=13 June 2021 |title=Hello Hallyu! India's Romance with K-culture Is On |work=Daijiworld |url=https://www.daijiworld.com/news/newsDisplay?newsID=842901 |access-date=13 June 2021}}</ref> 

According to Nimisha Pandey, Chief Content Office at [[ZEE5]], "The vivacity of Asian culture and its inherent similarities is one of the key reasons for Korean content finding a huge fan-base in India".<ref>{{cite news |last1=MacDonald |first1=Joan |title='Flower Of Evil' Becomes 'Duranga' As India's First Korean Drama Remake |url=https://www.forbes.com/sites/joanmacdonald/2022/08/17/flower-of-evil-becomes-duranga-as-indias-first-korean-drama-remake/?sh=7e4f8e8a2780 |access-date=18 August 2022 |work=Forbes |date=17 August 2022}}</ref>

In 2021, Netflix will spend $500&nbsp;million on movies and TV series in South Korea which is the third largest market based on sales figures. From 2015 to 2020, Netflix spent $700&nbsp;million on Korean entertainment business which include partnership with [[Studio Dragon]] and [[CJ Entertainment]].<ref>{{Cite news|last1=Jeong|first1=Eun-Young|last2=Flint|first2=Joe|date=25 February 2021|title=Netflix Wants You to Binge Watch More Korean Dramas|url=https://www.wsj.com/articles/netflix-wants-you-to-binge-watch-more-korean-dramas-11614239854|work=The Wall Street Journal|access-date=25 February 2021}}</ref><ref>{{Cite news|last1=Shaw|first1=Lucas|last2=Zhao|first2=Shirley|date=25 February 2021|title=Netflix Plans $500 Million Spending in Korea to Crack Asia|url=https://www.bloomberg.com/news/articles/2021-02-25/netflix-plans-500-million-korea-budget-this-year-to-crack-asia|work=Bloomberg|access-date=25 February 2021}}</ref> As per survey by [[Free University of Berlin]] based [[Korea Europe Centre]] and [[Korea Development Institute]] (KDI) among [[Korean studies]] experts from 19 European countries in 2021, 70.6% respondents accepted that Korean Wave is popular in their country while 94.1% believe that it will gain more importance in coming years. 85.3% of experts also pointed out the rising popularity among younger European population.<ref>{{Cite news|author=<!--Not stated-->|date=16 March 2021|title=Experts Anticipate Upcoming Korean Wave Across Europe|url=http://koreabizwire.com/experts-anticipate-upcoming-korean-wave-across-europe/184894|work=Korea Bizwire|access-date=18 March 2021}}</ref> As per [[Steven Yeun]] of [[Minari (film)|Minari]] which won the [[78th Golden Globe Awards]] [[Golden Globe Award for Best Foreign Language Film|for Best Foreign Language Film]] in 2020, rise of Korean Wave is an important milestone in global entertainment because after a long period, popular culture from the East is able to compete on an equal footing with that of the West.<ref>{{Cite news|author=<!--Not stated-->|date=23 March 2021|title='We're in a Global Moment of Balancing East and West': Minari Star Steven Yeun Speaks About the Korean Wave|url=https://www.firstpost.com/entertainment/were-in-a-global-moment-of-balancing-east-and-west-minari-star-steven-yeun-speaks-about-the-korean-wave-9451991.html|work=Firstpost|agency=Press Trust of India|access-date=23 March 2021}}</ref>

Viewership of Korean content grew 4 times in Asia and 3.7 times in India from 2019 to 2020 in Netflix. Shows like [[Squid Game]], [[The King: Eternal Monarch]], [[Kingdom (South Korean TV series)|Kingdom]], [[It's Okay to Not Be Okay]], [[Sweet Home (TV series)|Sweet Home]], [[Crash Landing on You]] and [[Space Sweepers]] topped their respective category. In South Korea, investment into Korean content brought 3.8 million customers on Netflix. They bought media rights for [[CJ E&M]], Studio Dragon and [[JTBC]] content in India. According to [[Deloitte]], Netflix contributed $4.7 billion of value to South Korean GDP. The average revenue of Korean [[visual effects]] industry increased from ₩4 billion in 2010 to ₩10 billion in 2020. According to Netflix, Korean content is now popular in 80 countries.<ref>{{Cite web|url=https://www.indiantelevision.com/iworld/over-the-top-services/korean-dramas-viewing-in-india-up-by-37x-in-2020-over-2019-netflix-211101|title=Viewing of Korean Dramas in India Up by 3.7x in 2020 over 2019: Netflix|last=Markande|first=Varun|date=1 November 2021|website=Indian Television|access-date=1 November 2021}}</ref> In 2021, [[Asia Society]] honored [[Bela Bajaria]], [[Destin Daniel Cretton]] and [[Lee Byung-hun]] for their contribution in global entertainment industry from Asian region.<ref>{{Cite news|author=<!--Not stated-->|date=31 October 2021|title=Asia Society to Honour Top Indian American Netflix Exec, Korean Star, Shang-Chi Director|url=https://www.dtnext.in/News/Cinema/2021/10/31200418/1326801/Asia-Society-to-honour-top-Indian-American-Netflix-.vpf|work=DT Next|access-date=1 November 2021}}</ref><ref>{{Cite magazine|last=Paris|first=Martine|date=2 October 2021|title=Everything to Know About 'Squid Game', the Surprise Netflix Hit Series|url=https://fortune.com/2021/10/02/squid-game-series-netflix-everything-to-know/|magazine=Fortune|access-date=1 November 2021}}</ref><ref>{{Cite news|surname=Kim|given=Boram|date=29 October 2021|title=Korean Actor Lee Byung-hun Wins U.S. Award for Asian Entertainer|url=https://en.yna.co.kr/view/AEN20211029004300315|work=Yonhap News Agency|access-date=1 November 2021}}</ref>

On 5 April 2022, [[CJ ENM]] launched its third production unit CJ ENM Studios with focus solely on developing content for streaming platforms. South Korea and overseas market are the primary target with an aim to increase global share of hallyu content.<ref>{{Cite web |last=Souw |first=Rebecca |date=2022-04-05 |title=CJ ENM Studios Launched as Korean Entertainment Giant's Third TV Production Hub |url=https://variety.com/2022/tv/news/cj-enm-studios-korean-entertainment-1235225049/ |access-date=2022-04-20 |website=Variety |language=en-US}}</ref> Between 2019 and 2021, US registered 200% jump in K-drama viewership. In Europe, viewership of Korean content is rising in France, Spain and Germany.<ref name=":5" /> [[Paramount+]] announced entry into South Korea with CJ ENM and [[TVING]] with focus on producing Korean content.<ref>{{Cite web |last=Bapna |first=Amit |date=8 August 2022 |title=How Paramount+ is connecting with the South Korean market |url=https://www.thedrum.com/news/2022/08/08/how-paramount-connecting-with-the-south-korean-market |access-date=2022-08-08 |website=The Drum}}</ref> [[A&E Networks]] is strengthening creative development and IP creation in South Korea.<ref>{{Cite web |last=Frater |first=Patrick |date=2022-08-10 |title=Korean Series 'If You Wish Upon Me' Given Global Launch by A+E Networks |url=https://variety.com/2022/tv/news/ae-networks-korean-series-if-you-wish-upon-me-1235337660/ |access-date=2022-08-10 |website=Variety |language=en-US}}</ref>

=== Film in ''Hallyu'' 3.0 ===
Korean movies in Hallyu's first generation were primarily consumed in other Asian countries until recent years.<ref name="Sooho Song" /> In particular, Korean entertainment has reached the mainstream Western film industry in newer ways, such as through Netflix, a leader in movie and television show streaming. In 2017, Korean director [[Bong Joon-ho]] created the Netflix original movie, ''[[Okja]]'' funded by Netflix. Bong Joon-ho also directed the dark comedy thriller movie [[Parasite (2019 film)|''Parasite'']], which won several awards at international film festivals. ''Parasite'' made history by winning two [[92nd Academy Awards|Academy Awards in 2020]] for [[Academy Award for Best Picture|Best Picture]] and [[Academy Award for Best International Feature Film|Best International Film]].<ref name="Sooho Song" /> Heavy demand for Korean content and COVID-19 pandemic pushed science fiction movie Space Sweepers to be released exclusively on Netflix in 2021.<ref name="Jean Noh" /> Global recognition of Korean wave helped raising the demand of Korean talent and making them more desirable in international market for global projects such as in Hollywood.<ref>{{Cite web|url=https://www.forbes.com/sites/joanmacdonald/2019/10/02/hallyu-influence-is-merely-one-trend-making-korean-actors-more-desirable-in-hollywood/|title=Hallyu Influence Is Merely One Trend Making Korean Actors More Desirable in Hollywood|last=MacDonald|first=Joan|date=2 October 2019|website=Forbes|access-date=19 January 2022}}</ref> [[Korean Film Council]] (KOFIC) rebranded the name Korean Movies into K-Movies at [[2022 Cannes Film Festival]] that fits with the global Korean wave. Foreign filmmakers are now more inclined to co-produce or create local production in South Korea. Female talent of South Korea impressed [[Mike Figgis]] as he ventured into Korean filmmaking. People like [[Davy Chou]] and [[Denis Dercourt]] started working on co-production projects that included Korean talents. Davy Chou impressed by the quality of Korean directors such as [[Bong Joon-ho]], [[Lee Chang-dong]] and [[Hong Sang-soo]]. As per producer Lee Jooick, abundance of creative talent in South Korea is strengthening Korean wave. With increasing brand value, K-Movies now find it easier to sell in international market.<ref>{{Cite web |last=Frater |first=Patrick |date=2022-05-21 |title=Everyone Wants to Be Korean, as the K-wave Sucks in International Talent |url=https://variety.com/2022/film/asia/everyone-wants-to-be-korean-as-the-k-wave-sucks-in-international-talent-1235272972/ |access-date=2022-06-01 |website=Variety |language=en-US}}</ref> Globalization of Hallyu increased the demand of Korean talent.<ref>{{Cite web |last=Saxena |first=Kashika |date=31 May 2022 |title=From Comics To K-Dramas & Bollywood: Hyunwoo Thomas Kim's Here To Entertain |url=https://www.femina.in/life/tv/from-comics-to-k-dramas-bollywood-hyunwoo-thomas-kims-here-to-entertain-228350.html |access-date=2022-06-01 |website=Femina |language=en}}</ref>  Apart from being sophisticated and discerning, the uniqueness and wide range of taste among Korean audience as per [[Ma Dong-seok]] pushed filmmakers blend genres and experiment which ultimately helped Korean content attract global audience.<ref>{{Cite web |last=Tartaglione |first=Nancy |date=2022-07-08 |title='Eternals' & 'The Roundup' Star Don Lee On Making Korean Stories For A Global Audience, With His Special Brand Of Action – Q&A |url=https://deadline.com/2022/07/don-lee-interview-eternals-the-roundup-hollywood-crossover-1235058589/ |access-date=2022-07-10 |website=Deadline |language=en-US}}</ref>

=== Manhwa in ''Hallyu'' 3.0 ===
While Korean comics, [[manhwa]], were relatively obscure and not as well known as other comics like manga, they still held a loyal fanbase in the late 2000s. Thanks in part to the popular boom of Japanese manga, many publishers tried to capitalize on this success by licensing and translating popular manhwa which at the time had the same format of being in black-and-white and being released in small, paperback volumes.<ref>{{Cite magazine|last=Arnold|first=Andrew D.|date=25 January 2006|title=Life and Literature Without Robots|url=https://content.time.com/time/arts/article/0,8599,1152700,00.html|magazine=Time}}</ref> It wouldn't be until the 2010s when manhwa would start to gain strong popularity around the world thanks in part to [[webtoons]], a format that helped elevate manhwa due to its use of colors and unique layout that was better optimized for phones and computers.<ref>{{Cite web|url=https://bookriot.com/manhwa/|title=Your Intro to Manhwa and Webtoons|last=Ro|first=Christine|date=23 September 2019|website=Book Riot|publisher=Riot New Media Group|access-date=24 August 2021}}</ref> Thanks to webtoons, many Korean companies such as [[Naver]], [[Kakao]], [[Lezhin]] and others have expanded globally and have begun to offer their titles in different languages and the global success of certain titles has led to the creation of film, television, and animated adaptations of them.<ref>{{Cite web|url=https://www.gyeonggido-korea.com/2020/04/what-is-webtoon-korean-culture-of-web-comic.html|title=What Is Webtoon? Rising of New Korean Culture Wave|author=<!--Not stated-->|date=3 April 2020|website=Gyeonggi-do|access-date=24 August 2021}}</ref><ref>{{Cite web|url=https://sktchd.com/longform/the-rise-of-webtoon/|title=The Rise of Webtoon|last=Harper|first=David|date=3 March 2020|website=SKTCHD|publisher=David Harper|access-date=24 August 2021}}</ref>

In recent years, manhwa became source for some of the most successful Korean dramas. [[Kakao Entertainment]] has the largest library of [[intellectual property]] (IP) based on manhwa in South Korea. It had already invested $1billion to establish the webtoon creator ecosystem in the country. In 2021, 50 original manhwa stories of Kakao were involved in some form of drama and film making. The company now runs [[Tapas (website)|Tapas]] and Radish in North America, [[Piccoma]] in Japan and Kross Komics in India as platform for promotion of webtoon development. Netflix produced some of the famous dramas and films based on webtoons such as ''[[Itaewon Class]]'', ''[[Navillera (TV series)|Navillera]]'', ''[[True Beauty (South Korean TV series)|True Beauty]]'', ''[[Love Alarm]]'', ''[[The Uncanny Counter]]'', ''[[Lovestruck in the City]]'', ''[[Mad for Each Other]]'' and ''[[Once Upon a Small Town]]'', as well as films like ''[[Space Sweepers]]'' and ''[[Steel Rain]]''. [[Apple TV+]] and [[Disney+]] both chose [[Dr. Brain (TV series)|Dr. Brain]] and Moving respectively as their first Korean offerings which are webtoon-inspired dramas.<ref>{{Cite web|url=https://www.forbes.com/sites/joanmacdonald/2021/11/10/kakao-entertainment-sees-webtoons-shaping-the-future-of-global-media/|title=Kakao Entertainment Sees Webtoons Shaping the Future of Global Media|last=MacDonald|first=Joan|date=10 November 2021|website=Forbes|access-date=12 November 2021}}</ref><ref>{{Cite news|last=Prasad|first=Blessy Mathew|date=11 August 2021|title=Love K-pop and Everything Korean? Then You'll Definitely Love This Korean Webtoons App. Check It Out|url=https://www.edexlive.com/news/2021/aug/11/love-k-pop-and-everything-korean-then-youll-definitely-love-this-korean-webtoons-app-check-itout-23196.html|work=Edexlive|publisher=Express Network|access-date=24 August 2021}}</ref> Piccoma is largest digital comic platform globally based on revenue.<ref>{{Cite web|url=https://www.appannie.com/en/insights/market-data/piccoma-1-billion-spend/|title=Piccoma Has Surpassed $1 Billion in Consumer Spend in Less Than 6 Years|last=Sydow|first=Lexi|date=15 October 2021|website=App Annie|access-date=12 November 2021}}</ref>

== ''Hallyu'' Index ==
State-funded trade promotion organisations [[KOTRA]] and KOFICE publish together an annual index measuring the global reach of the Korean Wave in specific countries. The index is calculated by a combination of export data and public surveys. In 2019, public surveys were conducted across 17 countries.<ref>{{Cite web|url=http://eng.kofice.or.kr/data/[KOFICE]%202020%20Global%20Hallyu%20Trends.pdf|title=2020 Global Hallyu Trends|author=<!--Not stated-->|date=22 October 2020|website=Korean Foundation for International Cultural Exchange|page=15|access-date=2 August 2021}}</ref> The results shown below indicate that the period of high growth of the Korean wave exist in countries across regions, with its main popularity currently hovering in the middle, excluding Japan, the Korean wave is growing.
{| class="wikitable" style="width:100%; margin-right:60px;"
|+''Hallyu'' Index
|-
! colspan="2" | Minority interest stage
! colspan="2" | Diffusion stage
! colspan="2" | Mainstream stage
|-
! Popularity
! Nations
! Popularity
! Nations
! Popularity
! Nations
|-
! Rapid growth
| —
! Rapid growth
|
{{flag|Brazil}}

{{flag|Turkey}}
! Rapid growth
|
{{flag|China}}

{{flag|India}}

{{flag|Indonesia}}

{{flag|Philippines}}

{{flag|Thailand}}

{{flag|Vietnam}}
|-
! Medium growth
| —
! Medium growth
|
{{flag|Australia}}

{{flag|France}}

{{flag|Russia}}

{{flag|South Africa}}

{{flag|Taiwan}}

{{flag|United Arab Emirates}}

{{flag|United Kingdom}}

{{flag|United States}}
! Medium growth
| 
{{flag|Malaysia}}

|-
! Decline
|—
! Decline
| {{flag|Japan}}
! Decline
|—
|-
|}

== Fan clubs ==

According to a 2011 survey conducted by the South Korean [[Ministry of Culture, Sports and Tourism]], the total number of active members of Hallyu [[fan club]]s worldwide was estimated at 3.3&nbsp;million, based on statistics published by official fan clubs in regions where there are [[Korean Cultural Center]]s.<ref>{{Cite news|last=Mukasa|first=Edwina|date=15 December 2011|title=Bored by Cowell Pop? Try K-pop|url=https://www.theguardian.com/music/2011/dec/15/cowell-pop-k-pop|work=The Guardian|access-date=25 January 2013|quote=The result, according to a survey conducted by the Korean Culture and Information Service, is that there are an estimated 460,000 Korean-wave fans across Europe, concentrated in Britain and France, with 182 ''hallyu'' fan clubs worldwide boasting a total of 3.3m members.}}</ref> In the same year, the [[Korea Tourism Organization]] surveyed 12,085 fans of ''Hallyu'' and concluded that most fans were young adults, over 90% were female, and most were fans of K-pop.<ref>{{Cite news|surname=Kim|given=Yoon-mi|date=13 June 2011|title=K-pop Drives Hallyu Craze: Survey|url=https://www.koreaherald.com/view.php?ud=20110613000731|work=The Korea Herald|access-date=28 July 2013}}</ref> According to the [[Korea Foundation]], in 2018 there were about 89 million fans of 'hallyu' around the world, and 1,843 fan clubs. The number of fans grew by 22% from the year before, which is largely attributed to the growing popularity of boy band [[BTS]].<ref name="Kwak Yeon-soo">{{Cite news|surname=Kwak|given=Yeon-soo|date=11 January 2019|title=89,000,000 'Hallyu' Fans Worldwide|url=https://www.koreatimes.co.kr/www/art/2019/01/732_261877.html|work=The Korea Times|access-date=12 January 2019}}</ref> As of December 2019, there were 1,799 ''Hallyu'' fan clubs with 99.32&nbsp;million fans, leading by K-pop followed by Korean dramas. According to The Korea Foundation, fans were based in Asia and Oceania at around 72 million, followed by 15&nbsp;million in Europe and 12&nbsp;million in the Americas.<ref name="Kim Ji-soo" /> As of September 2020, in 98 countries there are 1,835 fan clubs and a total of 104&nbsp;million members as per data from the Korea Foundation. During COVID-19 pandemic, the Korean Wave expanded to Africa, Europe and West Asia while USA saw a 30% jump in fan base from 2019 which now stands at 15.8&nbsp;million. There is also decline mainly in China and Japan. Korean popular culture is now recognized in 109 countries due to Academy Award-winning movie, ''Parasite''. Europe saw a 25% increase in fans from 15&nbsp;million to 18.8&nbsp;million. Africa and West Asia account for 1.19&nbsp;million fans.<ref>{{Cite news|surname=Dong|given=Sun-hwa|date=14 January 2021|title=Number of Hallyu Fans Around the World Surpasses 100 Million|url=https://www.koreatimes.co.kr/www/culture/2021/01/703_302463.html|work=The Korea Times|access-date=2 February 2021}}</ref><ref>{{Cite news|surname=Im|given=Eun-byel|date=16 January 2021|title=Korean Wave Fans Surpass 100 Million: Report|url=https://www.koreaherald.com/view.php?ud=20210114000861|work=The Korea Herald|access-date=2 February 2021}}</ref> From 270,000 in 2020 to 15 million in 2021 as per [[Facebook Analytics]], the number of Hallyu fans increased by 54 times in India, making it the sixth largest K-pop market in the world.<ref>{{Cite news|last=Kang|first=H. M.|date=20 August 2020|title=Korean Wave Takes Root in India Following the Coronavirus Outbreak|url=http://koreabizwire.com/korean-wave-takes-root-in-india-following-the-coronavirus-outbreak/167554|work=Korea Bizwire|access-date=23 November 2020}}</ref><ref name="Somya Lohia">{{Cite news|last=Lohia|first=Somya|date=19 June 2021|title=In-depth &#124; K-pop Sweeps Indian Youth Off Their Feet: What Is Its Magic Formula and How It Pushes Korean Business Fortunes|url=https://www.moneycontrol.com/news/trends/entertainment/k-pop-music-fans-india-bts-youth-korean-business-culture-in-depth-7053751.html|work=Moneycontrol|publisher=e-Eighteen.com|access-date=19 June 2021}}</ref>[[File:Search interest for K-pop boyband Super Junior.png|thumb|350px|General search interest for the Korean boyband [[Super Junior]] among users from [[Peru]], [[Kazakhstan]], [[Saudi Arabia]], the United States and Italy between October–November 2012]]

{| class="wikitable sortable"
|-
! Year
! Country/<br />Region
! Number of <br />''Hallyu'' fans
! Source
|-
| style="text-align:center" | 2012
| style="text-align:center" | {{BLR}}
| style="text-align:center" | 1,000
| style="text-align:center" |<ref>{{Cite press release|author=<!--Not stated-->|date=20 June 2012|title=Belarus Enticed into Korean Artistic World|url=https://www.mofa.go.kr/eng/brd/m_5676/view.do?seq=311119|publisher=Ministry of Foreign Affairs, Republic of Korea|access-date=31 March 2013|quote=Meanwhile, the number of members of the Hallyu fan clubs has exceeded the 1,000 mark. Amid such trends, TV broadcasters are airing an increasing number of the Korean soap operas.}}</ref>
|-
| style="text-align:center" | 2012
| style="text-align:center" | {{flag|Palestine}}
| style="text-align:center" | 3,000
| style="text-align:center" |<ref name="BBC News 2013">{{Cite news|author=<!--Not stated-->|date=7 August 2013|title=Middle East: Korean Pop 'Brings Hope for Peace'|url=https://www.bbc.com/news/blogs-news-from-elsewhere-23606319|work=BBC News|access-date=7 August 2013}}</ref>
|-
| style="text-align:center" | 2012
| style="text-align:center" | {{ISR}}
| style="text-align:center" | 5,000
| style="text-align:center" |<ref name="BBC News 2013" />
|-
| style="text-align:center" | 2012
| style="text-align:center" | {{PER}}
| style="text-align:center" | 8,000
| style="text-align:center" |<ref name="Shin Hyon-hee">{{Cite news|surname=Shin|given=Hyon-hee|date=27 January 2013|title=K-pop Craze Boosts Korea's Public Diplomacy|url=https://www.koreaherald.com/view.php?ud=20130127000290|work=The Korea Herald|access-date=28 January 2013|quote=In Chile alone, there are about 20,000 members of 200 clubs also for Big Bang, 2PM, CN Blue, SHINee, MBLAQ and other artists. Peru is another K-pop stronghold, with nearly 8,000 people participating in 60 groups.}}</ref>
|-
| style="text-align:center" | 2012
| style="text-align:center" | {{CHI}}
| style="text-align:center" | 20,000
| style="text-align:center" |<ref name="Shin Hyon-hee" />
|-
| style="text-align:center" | 2012
| style="text-align:center" | {{MEX}}
| style="text-align:center" | 60,000
| style="text-align:center" |<ref>{{Cite news|last=Cave|first=Damien|date=22 September 2013|title=For Migrants, New Land of Opportunity Is Mexico|url=https://www.nytimes.com/2013/09/22/world/americas/for-migrants-new-land-of-opportunity-is-mexico.html|work=The New York Times|access-date=23 September 2013|quote=[T]here are now 70 fan clubs for Korean pop music in Mexico, with at least 60,000 members.}}</ref>
|-
| style="text-align:center" | 2011
| style="text-align:center" | {{FRA}}
| style="text-align:center" | >100,000
| style="text-align:center" |<ref>{{Cite news|last=Falletti|first=Sébastien|date=9 June 2011|title=La vague coréenne déferle sur le Zénith|trans-title=The Korean Wave Breaks on the Zénith|language=fr|url=https://www.lefigaro.fr/musique/2011/06/09/03006-20110609ARTFIG00465-la-vague-coreenne-deferle-sur-le-zenith.php|work=Le Figaro|access-date=18 March 2013|quote=«&nbsp;C'est un mélange de sons familiers, avec en plus une touche exotique qui fait la différence&nbsp;», explique Maxime Pacquet, fan de 31 ans. Cet ingénieur informatique est le président de l'Association Korea Connection qui estime à déjà 100.000 le nombre d'amateurs en France.}}</ref>
|-
| style="text-align:center" | 2013
| style="text-align:center" | {{TUR}}
| style="text-align:center" | >150,000
| style="text-align:center" |<ref>{{Cite news|author=<!--Not stated-->|date=24 June 2013|title=K-POP İstanbul'u sallayacak!|trans-title=K-POP Will Rock Istanbul!|language=tr|url=https://www.milliyet.com.tr/kultur-sanat/k-pop-istanbulu-sallayacak-1727058|work=Milliyet|access-date=25 June 2013|quote=Türkiye'de kayıtlı 150.000 K-POP fanı bulunuyor.}}</ref>
|-
| style="text-align:center" | 2020
| style="text-align:center" | {{RUS}}
| style="text-align:center" | 15,000,000
| style="text-align:center" |<ref>{{Cite web|url=http://www.korea.net/NewsFocus/Society/view?articleId=103076|title=K-pop Magazine Published in Russia|surname=Lee|given=Seung-ah|date=15 October 2012|website=Korea.net|publisher=Korean Culture and Information Service|archive-url=https://web.archive.org/web/20131112051907/http://www.korea.net/NewsFocus/Society/view?articleId=103076|archive-date=12 November 2013}}</ref><ref>{{Cite web|url=https://www.businesswire.com/news/home/20210829005031/en/2021-MOKKOJI-KOREA-Prepares-for-Special-Russia-Week-With-K-pop-Stars|title=2021 MOKKOJI KOREA Prepares for Special Russia Week with K-pop Stars|author=<!--Not stated-->|date=30 August 2021|website=Business Wire|access-date=30 August 2021}}</ref>
|-
| style="text-align:center" | 2021
| style="text-align:center" | {{IND}}
| style="text-align:center" | 15,000,000
| style="text-align:center" |<ref name="Somya Lohia" />
|-
! colspan="6" |Worldwide total
|-
! Year
! [[Fan club]]s
! Members
! Source
|-
| style="text-align:center" | 2011
| style="text-align:center" | 182
| style="text-align:center" | 3.3&nbsp;million
| style="text-align:center" |<ref>{{Cite news|surname=Shim|given=Sun-ah|date=1 November 2011|title=Overseas 'Hallyu' Fan Clubs Estimated to Have 3.3 Million Members|url=https://en.yna.co.kr/view/AEN20111101006000315|work=Yonhap News Agency|access-date=5 March 2016}}</ref>
|-
| style="text-align:center" | 2012
| style="text-align:center" | 830
| style="text-align:center" | 6.0&nbsp;million
| style="text-align:center" |<ref>{{Cite news|surname=Shin|given=Hyon-hee|date=24 September 2012|title=Riding the 'Korean Wave'|url=https://www.koreaherald.com/view.php?ud=20120924000627|work=The Korea Herald|access-date=2 April 2013|quote=The cultural wave, or hallyu, is establishing itself as a global phenomenon that has already washed over East Asia and is now reaching the shores of Europe, Latin America and the Middle East. As a result, there are now more than 830 hallyu fan clubs in more than 80 countries, with a total of 6 million members.}}</ref>
|-
| style="text-align:center" | 2013
| style="text-align:center" | 987
| style="text-align:center" | 9.3&nbsp;million
| style="text-align:center" |<ref>{{Cite news|surname=Park|given=Jin-hai|date=8 January 2014|title='Hallyu' Fans Swell to 10 Mil.|url=https://www.koreatimes.co.kr/www/art/2014/01/688_149428.html|work=The Korea Times|access-date=8 January 2014}}</ref>
|-
| style="text-align:center" | 2018
| style="text-align:center" | 1,843
| style="text-align:center" | 89.19&nbsp;million
| style="text-align:center" |<ref name="Kwak Yeon-soo" />
|-
| style="text-align:center" | 2019
| style="text-align:center" | 1,799
| style="text-align:center" | 99.32&nbsp;million
| style="text-align:center" |<ref name="Kim Ji-soo" />
|-
| style="text-align:center" | 2020
| style="text-align:center" | 1,835
| style="text-align:center" | 104 million
| style="text-align:center" |<ref>{{Cite news|surname=Yoo|given=Cheong-mo|date=15 January 2021|title=Number of Global 'Hallyu' Fans Crosses 100 Million Landmark|url=https://en.yna.co.kr/view/AEN20210115003700315|work=Yonhap News Agency|access-date=2 February 2021}}</ref>
|-
|}

== Foreign relations ==
South Korea's [[Ministry of Foreign Affairs (South Korea)|Ministry of Foreign Affairs]] (MOFA) has been responsible for international advocacy of Korean culture. The South Korean government is involved in the organisation of concerts such as the annual [[K-Pop World Festival]].<ref>{{Cite press release|author=<!--Not stated-->|date=3 May 2012|title=Foreign Ministry to Host a K-pop Show as Part of Hallyu Diplomacy|url=https://www.mofa.go.kr/eng/brd/m_5676/view.do?seq=311119|publisher=Ministry of Foreign Affairs, Republic of Korea|access-date=11 May 2013}}</ref>

=== East Asia ===

==== China ====

In the past decade or so, many Chinese officials have expressed positivity towards Korean media and entertainment, including former [[paramount leader]] [[Hu Jintao]]<ref>{{Cite book|last=Wong|first=Tze Chin|date=2010|chapter=South Korea–China Mutual Perceptions: The Good, the Bad, and the Ugly|url=http://uskoreainstitute.org/wp-content/uploads/2010/05/2009_Yearbook_Wong.pdf|editor-last=Straub|editor-first=David|title=SAIS U.S.–Korea 2009 Yearbook|publisher=U.S.–Korea Institute at SAIS|pages=11–27|archive-url=https://web.archive.org/web/20150426103135/http://uskoreainstitute.org/wp-content/uploads/2010/05/2009_Yearbook_Wong.pdf|archive-date=26 April 2015}}</ref><ref>{{Cite news|last=Tsai|first=Ting-I|date=22 November 2005|title=Korea Swallows Its Pride in Chinese Kimchi War|url=http://www.atimes.com/atimes/China_Business/GK22Cb05.html|work=Asia Times Online|archive-url=https://web.archive.org/web/20051124233457/http://www.atimes.com/atimes/China_Business/GK22Cb05.html|archive-date=25 November 2005|quote=Chinese President Hu Jintao was reported to be a fan of the Korean historical soap opera ''Dae Jang Geum'', which was watched by more than 180 million Chinese when it was broadcast last September.}}</ref> and former [[Premier of the People's Republic of China|Premier]] [[Wen Jiabao]], who was quoted by [[Xinhua News Agency]] as saying: "Regarding the ''Hallyu'' phenomenon, the Chinese people, especially the youth, are particularly attracted to it and the [[Government of China|Chinese government]] considers the ''Hallyu'' phenomenon to be a vital contribution towards mutual cultural exchanges flowing between China and South Korea."<ref>{{Cite news|author=<!--Not stated-->|date=5 April 2007|script-title=zh:温家宝总理接受韩国新闻媒体联合采访|trans-title=Premier Wen Jiabao Accepts a Joint Interview with South Korean News Media|language=zh|url=http://news.xinhuanet.com/world/2007-04/05/content_5940122.htm|script-work=zh:新华网|trans-work=Xinhuanet|archive-url=https://web.archive.org/web/20070408181809/http://news.xinhuanet.com/world/2007-04/05/content_5940122.htm|archive-date=8 April 2007|quote=对于‘韩流’这种文化现象，中国人民特别是年轻人都很喜欢，中国政府会继续鼓励包括‘韩流’在内的两国文化交流活动。}}</ref> The Massachusetts Institute of Technology released a report that states that China is South Korea's biggest export at $121&nbsp;billion a year. Tourism between the two countries has increased as a result of the Korean Wave, with South Korea receiving a 27% increase of tourists from China (3.8&nbsp;million people) in 2016.<ref>{{Cite web|url=https://oec.world/en/profile/country/kor|title=South Korea|author=<!--Not stated-->|date=n.d.|website=OEC|access-date=7 November 2018}}</ref>

The ''Hallyu fever'' that once was connected to just entertainment is also starting to extend to a broader fetishism of Korean lifestyles. Culinary styles have been connected as well as the cultural exchanges are now able to encourage a broader exchange of lifestyles in China. South Korean cosmetics have also benefited from the Chinese market, such as in the case of the [[Amorepacific Corporation]], which received a 44% boost in sales.<ref>{{Cite news|surname=Song|given=Jung-a|date=12 April 2016|title=China Awash with Korean Wave Fever|url=https://www.ft.com/content/167338ec-fa0b-11e5-8e04-8600cef2ca75|url-access=limited|work=Financial Times|access-date=7 February 2021}}</ref>

A four-member research study led by Kang Myung-koo of [[Seoul National University]] published a controversial report in 2013 suggesting that Chinese viewers of Korean dramas were generally within the lower end of the education and income spectrum. This led to an angry response from Chinese fans of Korean television, with one group purchasing a full-page advertisement in the [[Chosun Ilbo]] to request an apology from the authors of the study.<ref>{{Cite news|last=Kwaak|first=Jeyup S.|date=22 July 2013|title=South Korean Soap Operas: Just Lowbrow Fun?|url=https://www.wsj.com/articles/BL-KRTB-3975|url-access=limited|work=The Wall Street Journal|access-date=4 August 2017}}</ref><ref>{{Cite news|last=Woo|first=Jaeyeon|date=20 March 2014|title=Chinese Fans of Korean Soap Operas: Don't Call Us Dumb|url=https://www.wsj.com/articles/BL-KRTB-5302|url-access=limited|work=The Wall Street Journal|access-date=4 August 2017}}</ref>

Since 2016, China virtually banned Korean Wave because South Korea agreed to establish [[Terminal High Altitude Area Defense]] (THAAD) with the US. Chinese government regarded THAAD in South Korea as a potential risk to Chinese national security.<ref>{{Cite news|last1=Jozuka|first1=Emiko|last2=Han|first2=Sol|date=23 February 2017|title=Why South Korean Companies, Entertainers Are Getting Cold Shoulder in China|url=https://www.cnn.com/2017/02/23/asia/south-korea-china-thaad-retaliation/index.html|work=CNN|access-date=18 October 2018}}</ref> To defend its national security and achieve political purposes, Chinese government restricted the spread of Korean Wave and prevented South Korea from generating economic benefits from K-Wave. On 4 August 2016, the fan meeting of a popular Korean drama, ''[[Uncontrollably Fond]],'' including the leading actor and actress, [[Kim Woo-bin|Kim Woobin]] and [[Bae Suzy]], was cancelled without any notified reasons in Beijing.<ref>{{Cite news|last=Smith|first=Nicola|date=4 December 2016|title=South Korea's 'K-pop' Stars Caught in the Crossfire of Diplomatic Spat with China|url=https://www.telegraph.co.uk/news/2016/12/04/south-koreas-k-pop-stars-caught-crossfire-diplomatic-spat-china/|work=The Telegraph|access-date=30 October 2018}}</ref> In March 2017, Beijing issued a suspension of group tours to South Korea for Chinese travel agencies.<ref>{{Cite news|last=Zhou|first=Laura|date=20 December 2017|title=Promises, Promises&nbsp;... but Still No End to China's Ban on Group Tours to South Korea|url=https://www.scmp.com/news/china/diplomacy-defence/article/2125018/china-bans-group-tours-south-korea-once-again-says|work=South China Morning Post|access-date=29 October 2021}}</ref> Many Korean entertainers and music bands, such as [[Lee Kwang-soo|Lee Kwang Soo]], [[BTS]], [[Exo]], and [[Girls' Generation]], faced difficulty performing in China.<ref>{{Cite news|last=Sanchez|first=Daniel|date=6 March 2017|title=Lee Kwang Soo, BTS, EXO in Trouble After China–Korean Conflict|url=https://www.digitalmusicnews.com/2017/03/06/china-korea-thaad-conflict-kpop/|work=Digital Music News|access-date=30 October 2018}}</ref> On 7 December 2017, [[Yonhap]] reported that [[Exo Planet 3 – The Exo'rdium (dot)|Exo Planet #3]] concert which scheduled at [[Nanjing Olympic Sports Centre Stadium]] on 17 December has been abruptly cancelled by Chinese agency.<ref>{{Cite news|surname=Shim|given=Sun-ah|date=7 December 2016|title=EXO's China Concert Postponed amid Row over THAAD|url=https://en.yna.co.kr/view/AEN20161207005900315|work=Yonhap News Agency|access-date=30 October 2018}}</ref> Despite of performances, Chinese people have a limited access to Korean music and drama on Chinese online sharing platforms. Korean media such as television shows and K-pop music videos were blocked from streaming in China.<ref>{{Cite news|last=Maizland|first=Lindsay|date=7 March 2017|title=The Surprising Reason Why China Is Blocking South Korean Music Videos and TV|url=https://www.vox.com/latest-news/2017/3/3/14795636/china-south-korea-pop-culture-kpop-attacks-thaad|work=Vox|access-date=6 November 2018}}</ref> This ban resulted in significant financial losses for the Korean entertainment industry with SM Entertainment down 18% since July 2016, a total of $150&nbsp;million loss in market value.<ref name="Sonia Kil">{{Cite magazine|last=Kil|first=Sonia|date=24 August 2017|title=China's Blockade of Cultural Korea Marks Troublesome Anniversary|url=https://variety.com/2017/film/asia/china-ban-on-korea-culture-anniversary-1202537823/|magazine=Variety|access-date=16 October 2018}}</ref> YG Entertainment was down 32%, representing a $230&nbsp;million loss.<ref name="Sonia Kil" /> Many Chinese-Korean television shows were put on hold as a result of THAAD.<ref>{{Cite news|last1=Qin|first1=Amy|surname2=Choe|given2=Sang-Hun|date=6 August 2016|title=South Korean Missile Defense Deal Appears to Sour China's Taste for K-pop|url=https://www.nytimes.com/2016/08/08/world/asia/china-korea-thaad.html|work=The New York Times|access-date=7 November 2018}}</ref>

In November 2016, [[Chung Sye-kyun]], then-Speaker of the Korean National Assembly was still positive about the spread of Korean Wave in China by announcing at the China Forum,"China has been and is the largest stage for hallyu, from the beginning of its popularity. The meaning of hallyu is to grow, even though the relationship between two countries has wavered due to THAAD."<ref>{{Cite news|last=Jackson|first=Julie Kim|date=1 January 2017|title=Future of Hallyu Beyond China?|url=https://www.koreaherald.com/view.php?ud=20170101000168|work=The Korea Herald|access-date=18 October 2018}}</ref> In late 2017, the ban of Korean Wave appeared to be ending. Many large Chinese online video platforms, including [[iQiyi]] and [[Youku]], restarted import of Korean dramas.<ref name="Hong Soon-do">{{Cite news|surname=Hong|given=Soon-do|date=2 November 2017|title=China Virtually Ends Hallyu Ban|url=https://www.huffpost.com/entry/china-virtually-ends-hallyu-ban_b_59fb14cae4b09afdf01c40a1|work=HuffPost|access-date=18 October 2018}}</ref> Chinese travel agencies also restarted group tours to South Korea. Dr. Pang Zhongying, an international and global affairs professor at the Ocean University of China said, "I think that relations are improving since President Moon's visit to China, and travel is one example of that."<ref>{{Cite news|last1=Hancock|first1=Tom|surname2=Wang|given2=Xueqiao|last3=Harris|first3=Bryan|surname4=Kang|given4=Buseong|date=28 August 2018|title=China Begins to Lift Ban on Group Tours to South Korea|url=https://www.ft.com/content/1067ceb6-aaa0-11e8-94bd-cba20d67390c|url-access=limited|work=Financial Times|access-date=18 October 2018}}</ref>

In 2017, China started to lift their ban on the Korean Wave with bands such as Mamamoo making appearances on Chinese TV shows after the South Korean and Chinese governments announced an agreement regarding the THAAD dispute.<ref name="Hong Soon-do" />

==== Japan ====
The ''hanryu'' or ''kanryu'' wave in Japan is marked by the popularity of Korean TV series ''[[Winter Sonata]]'' in 2003 but likely emerged earlier with travel trends, food culture, the beauty industry, and [[FIFA World Cup|World Cup]] soccer. Korean actor [[Bae Yong-joon]], also known in Japan as ''Yon-sama'', was the early face of the wave, generating an economic burst as Japanese rushed out to buy the DVD of ''Winter Sonata'', along with DVD players and related accessories. Early reporting of the popularity of Yon-sama included derogatory remarks about his female fan base in Japan, labeling them as sex-deprived "hags." However, the buying power of the Yon-sama fan base could not be ignored. ''Winter Sonata''-themed beverages, foods, accessories, beauty products, and more sold out in Japan. Other Korean TV series soon followed, such as ''[[Jewel in the palace]].'' The Japanese fan base easily recognized and connected historical Chinese elements present in the shows, such as calligraphy, and imperial court intrigues. Japanese women also connected to the comforting, communicative character played by Yon-sama. Since the arrival of the Korean wave, Korean cuisine and products have increased in Japan. [[Shin-Ōkubo Station|Shin-Okubo Station]] in Tokyo, known for its Korean neighborhood, has since become featured in Japanese tourist brochures.<ref name="Laura Miller" />

As a result of the Korean wave, some hoped political tensions between Japan and South Korean may improve. Some effort has been taken to avoid tense associations, resulting in the adoption of the term ''koria'' from English "Korea" rather than using the politically charged term for Korea, ''kankoku''. However, the overall effect has been limited.<ref name="Laura Miller" />

The [[Ministry of Foreign Affairs (Japan)|Japanese Ministry of Foreign Affairs]] acknowledges that the Korean Wave in Japan has led to discussion and mutual cultural exchange between the two countries,<ref>{{Cite book|author=<!--Not stated-->|date=2005|chapter=Asia and the Pacific|url=https://www.mofa.go.jp/policy/other/bluebook/2005/ch2-a.pdf|title=Diplomatic Bluebook 2005|publisher=Ministry of Foreign Affairs, Japan|pages=18–61|quote=Mutual interest and exchange between the peoples of Japan and the ROK expanded substantially during 2004, spurred by the joint hosting of the 2002 FIFA World Cup, the holding of the Year of Japan–ROK National Exchange and the Japan–ROK Joint Project for the Future, and the ''Hanryu'' (Korean style) boom in Korean popular culture in Japan.|quote-page=29}}</ref> with high-profile fans of Korean television including former First Ladies [[Miyuki Hatoyama]] and [[Akie Abe]]. However, remaining tension between Japan and Korea has led to instances of street protests involving hundreds of people, demonstrating against the popularity of Korean entertainment exports.<ref name="Cho Hae-Joang">{{Cite journal|surname=Cho|given=Hae-Joang|date=2005|title=Reading the 'Korean Wave' as a Sign of Global Shift|journal=Korea Journal|volume=45|issue=4|pages=147–182|s2cid=14568377|s2cid-access=free}}</ref> These protests were mostly organized by critics of Korean pop culture with the support of right-wing nationalists.<ref>{{Cite news|author=<!--Not stated-->|date=9 August 2011|title=Anti-Korean Wave in Japan Turns Political|url=http://travel.cnn.com/seoul/life/anti-korean-wave-japan-turns-political-141304|work=CNN|archive-url=https://web.archive.org/web/20131217132428/http://travel.cnn.com/seoul/life/anti-korean-wave-japan-turns-political-141304|archive-date=17 December 2013}}</ref>

Still, the Japanese Cabinet Office survey in 2004 found that favorable feelings towards South Korea rose to 56.7% a three-year record high in Japan.<ref name="Laura Miller" />

The worldwide popularity of Japanese movies, and pop music was overtaken by their Korean counterparts around 2010. This has been attributed to Korea's puritanical culture ("K-Pop groups look and act like real adults, whereas J-Pop outfits often emphasize adolescent cuteness"), K-Pop being continually influenced by American and European trends while J-Pop remains static, the Korean pop industry's control of talent recruitment and distribution, K-Pop's embrace of social media such as YouTube while J-Pop producers frequently shut down unauthorized clips on that site, and the "Japan [[Galapagos Syndrome]]" where many recent products are designed only for the Japanese domestic market while lacking worldwide appeal.<ref>{{Cite news|last=Hong|first=Euny|date=16 November 2012|title=Why It Was So Easy for Korea to Overtake Japan in the Pop Culture Wars|url=https://qz.com/21468/why-it-was-so-easy-for-korea-to-take-over-japan-in-the-pop-culture-wars/|work=Quartz|access-date=6 June 2020}}</ref><ref>{{Cite magazine|last=St. Michel|first=Patrick|date=13 September 2011|title=How Korean Pop Conquered Japan|url=https://www.theatlantic.com/entertainment/archive/2011/09/how-korean-pop-conquered-japan/244712/|magazine=The Atlantic|access-date=28 June 2020}}</ref>

==== Taiwan ====

In the early 1990s, Korean TV dramas first entered Taiwanese market but they didn't gain wide popularity.<ref>{{Cite journal|last=Huang|first=Shuling|date=2011|title=Nation-branding and Transnational Consumption: Japan-mania and the Korean Wave in Taiwan|journal=Media, Culture & Society|volume=33|issue=1|pages=3–18|doi=10.1177/0163443710379670|doi-access=free|s2cid=144408953|s2cid-access=free}}</ref> Local broadcasting channel [[Gala Television|GTV]] began to broadcast Korean television dramas in the late 1990s. The shows were dubbed into Mandarin and were not marketed as foreign, which may have helped them to become widely popular during this time.<ref name="Jeongmee Kim" /> Since 2000, Korean pop culture was so popular that it even replaced the positions of long-lasting, favorable Japanese TV operas and Hong Kong pop music in Taiwan. It was a reverse in the Taiwanese entertainment market because Japan and Hong Kong maintained stable relationships with Taiwan for exchanging culture for hundreds of years, whereas South Korea was regarded negatively by Taiwanese, especially after South Korea readjusted the relationship with Taiwan and established a new relationship with mainland China since 1992.<ref>{{Cite journal|last=Sung|first=Sang-Yeon|date=2010|title=Constructing a New Image. Hallyu in Taiwan|journal=European Journal of East Asian Studies|volume=9|issue=1|pages=25–45|doi=10.1163/156805810X517652|s2cid=144408953|s2cid-access=free}}</ref> The boom of Korean Wave changed Taiwanese perspectives on South Korea and promoted the relationship between Taiwan and South Korea. Taiwanese TV stations gradually imported Korean TV series, such as ''[[Dae Jang Geum]],'' one of the most famous series.<ref>{{Cite book|last=Rawnsley|first=Ming-Yeh T.|chapter='Korean Wave' in Taiwan: The Cultural Representation of Identities and Food in Korean TV Drama, ''Dae Jang Geum''|date=2014|editor-last=Kim|editor-first=Jeongmee|title=Reading Asian Television Drama: Crossing Borders and Breaking Boundaries|publisher=I.B. Tauris|pages=215–238|doi=10.5040/9780755697274.ch-009|isbn=978-0-7556-9727-4|s2cid=231013529}}</ref> Besides Korean dramas, Korean pop music has also gained public attention in Taiwan. In July 2018, [[Taiwan News]] reported that Korean pop music was getting even more popular in Taiwan by holding seven K-Pop concerts within two months in Taipei, including live concerts by [[Zion.T]], and [[Wanna One]].<ref>{{Cite news|last=Adriana|first=Jessica|date=31 July 2018|title=Upcoming K-pop Concerts in Taiwan in Aug. and Sept.|url=https://www.taiwannews.com.tw/en/news/3491986|work=Taiwan News|access-date=1 November 2018}}</ref>

=== South Asia ===

==== Afghanistan ====
As per deputy foreign minister for political affairs of Afghanistan Meerwais Nab, Korean TV dramas are becoming extensively famous and well received in the country. The government of the Republic of Korea is also planning to open Korean Cultural Centre to improve people to people contact and increase the attractiveness of Korean wave among the young Afghan population.<ref>{{Cite news|surname=Kwon|given=Mee-yoo|date=12 April 2021|title=Korea's Effort in Afghan Reconstruction Recognized|url=https://www.koreatimes.co.kr/www/nation/2021/04/176_306950.html|work=The Korea Times|access-date=10 May 2021}}</ref>

==== Bangladesh ====
The popularity of the Korean wave since 2010 began to strengthen the bilateral relationship between [[Bangladesh]] and [[South Korea]]. Since then South Korean export of K-pop, K-drama and other pop culture merchandise to Bangladesh have increased. Although [[Psy]]'s 2012 released music video [[Gangnam Style (music video)|Gangnam Style]] was the most recognizable K-pop song in Bangladesh there were fans of the genre even before who knew about groups such as [[Super Junior]].<ref name="Mehenaz Sultana">{{Cite news|last=Sultana|first=Mehenaz|date=17 January 2021|title=Korean Wave: Dominance Through Music|url=https://thefinancialexpress.com.bd/entertainment/korean-wave-dominance-through-music-1610870682|work=The Financial Express|access-date=19 May 2021}}</ref>

In 2020, the song called [[Dynamite (BTS song)|Dynamite]] released by [[BTS]] became a hit among the younger generation. The group has also slowly started following K-beauty standards followed by K-pop idol groups. As of 2021, Korea wave penetration is mostly limited to urban cities. The South Korean K-dramas started attracting fanbases in Bangladesh due to the short episode format. [[Netflix]] entering the Bangladesh streaming market acted as a catalyst that helped popularize the Korean wave among larger audiences. Since then, Netflix became the go to platform to watch high quality Korean dramas. Facebook also saw a constant rise in Bangladeshi fan groups of K-pop and K-drama. These social groups even started hosting various events and activities amongst its members.<ref>{{Cite news|last=Kabir|first=Sara|date=14 November 2020|title=Why Are Korean Dramas So Beloved in Bangladesh?|url=https://www.thedailystar.net/arts-entertainment/news/why-are-korean-dramas-so-beloved-bangladesh-1994681|work=The Daily Star|access-date=19 May 2021}}</ref>

Due to popularity of Korean products, specialized stores are available in big cities like [[Dhaka]] and [[Chittagong]] that sell South Korean beauty cosmetics, clothings and other related products. There is also a rise in demand to visit South Korea. Korean specialized restaurants are opening up around major locations selling [[Korean barbecue]], [[grilled beef]], [[bulgogi]] and [[kimchi]]. Unlike Indian or Western popular culture, until now the larger conservative section of the society did not label out South Korean culture or the Korean wave as destructive.<ref name="Mehenaz Sultana" /><ref>{{Cite news|author=Sharifuzzaman|date=11 March 2021|title=Why and How Bangladesh Fell in Love with Korean Culture|url=https://www.tbsnews.net/feature/panorama/why-and-how-bangladesh-fell-love-korean-culture-214660|work=The Business Standard|access-date=19 May 2021}}</ref>

==== India ====
Korean wave entered India after 2000 when [[People's Liberation Army of Manipur]] banned [[Bollywood]] in [[Manipur]].<ref>{{Cite web |last=Palat |first=Lakshana |date=2022-05-31 |title=K-Pop in India: Sriya Lenka's success has been a long time in the making |url=https://indianexpress.com/article/opinion/columns/k-pop-in-india-sriya-lenkas-success-has-been-a-long-time-in-the-making-7946169/ |access-date=2022-06-01 |website=The Indian Express |language=en}}</ref><ref>{{Cite web |last=Banakar |first=Pushkar |date=4 November 2018 |title=Korean, English movies welcome in Manipur, Bollywood is not |url=https://www.newindianexpress.com/thesundaystandard/2018/nov/04/korean-english-movies-welcome-in-manipur-bollywood-is-not-1893901.html |access-date=2022-06-01 |website=The New Indian Express}}</ref> First Korea India Music Festival was organized in 2008 under joint partnership between [[Republic of Korea]] and [[Government of Nagaland]]. [[K-pop]] and [[Korean cuisine]] were promoted at 2009 [[Hornbill Festival]].<ref>{{Cite web|url=https://www.hancinema.net/korean-waves-reach-india-s-ne-homes-24916.html|title=Korean Waves Reach India's NE Homes|last=Jagoi|first=Ngathingkhui|date=2 September 2010|website=HanCinema|access-date=30 September 2020}}</ref> Selection of Priyanka Mazumdar in Z-Girls made [[Northeast India]] hallyu hotspot.<ref>{{Cite news|last=Akhtar|first=Farozan|date=21 September 2019|title=Indian K-pop Star Priyanka: If BTS Didn't Give Up, Who Am I to Quit?|url=https://www.hindustantimes.com/music/indian-k-pop-star-priyanka-if-bts-didn-t-give-up-who-am-i-to-quit/story-ZfpjA4lRlleFcUikYgATfN.html|work=Hindustan Times|access-date=3 June 2021}}</ref><ref>{{Cite magazine|last=Chakraborty|first=Riddhi|date=22 January 2019|title=Indian K-pop Stars? Here's Everything We Know So Far|url=https://rollingstoneindia.com/indian-k-pop-stars-heres-everything-we-know-so-far/|magazine=Rolling Stone India|access-date=9 September 2021}}</ref>
	
	Since 2012, [[Korean Cultural Center|Korean Cultural Centre]] (KCC) conducts national level K-pop competition.<ref>{{Cite news |last=Majumdar |first=Anushree |date=17 July 2016 |title=K-pop Goes India! Riding the Korean Musical Wave |work=The Indian Express |url=https://indianexpress.com/article/lifestyle/art-and-culture/k-pop-goes-india-2917799/ |access-date=13 October 2020}}</ref> The winners represented India in [[K-Pop World Festival]].<ref>{{Cite web |last=Gogoi |first=Monami |date=2017-09-30 |title=Mizoram's Immortals Army wins best dance prize at K-pop World Festival |url=https://www.hindustantimes.com/art-and-culture/mizoram-s-immortal-army-wins-best-dance-prize-at-k-pop-world-festival/story-JjopLzUsiqhzmud4LX7BjP.html |access-date=2022-05-14 |website=Hindustan Times |language=en}}</ref> The [[Consul (representative)|Consul]] of the Republic of Korea helped Chennai based Dorama Club organize Hallyu quiz contests, dance competitions and language classes.<ref>{{Cite news |last=Gogoi |first=Monami |date=24 October 2017 |title=K-drama to K-pop: Is India Finally Warming Up to the Korean Wave? |work=Hindustan Times |url=https://www.hindustantimes.com/entertainment/k-drama-to-k-pop-is-india-finally-warming-up-to-the-korean-wave/story-OEiSTa5A6DZLgXL4aKG4JM.html |access-date=28 September 2020}}</ref> [[Gangnam Style (music video)|Gangnam Style]] in 2012 pushed K-pop into mainland India.<ref>{{Cite web |last=Zahan |first=Syeda Ambia |date=2022-05-23 |title=Korean Cinema, Songs Rule Northeast India; Youth Looks Up To K-Pop Icons |url=https://www.outlookindia.com/art-entertainment/korean-cinema-songs-rule-northeast-india-youth-looks-up-to-k-pop-icons-news-198127 |access-date=2022-05-24 |website=Outlook |language=en}}</ref> [[Korean Broadcasting System]] (KBS) introduced reality show, ''News Report Reality: Exciting India'' in 2015 with purpose to share Korean pop culture in the country. [[Cho Kyu-hyun]] ([[Super Junior]]) [[Choi Min-ho]] ([[Shinee]]), [[Kim Jong-hyun (singer)|Kim Jong-hyun]] ([[CNBLUE]]), [[Kim Sung-kyu]] ([[Infinite (band)|Infinite]]), and [[Suho]] ([[Exo]]) were selected to visit India and understand why K-pop influence is weak here compare to other Asian markets.<ref>{{Cite news |date=10 April 2015 |title='Exciting India' Glitters with K-pop Stars |work=The Korea Herald |url=https://www.koreaherald.com/view.php?ud=20150410000715 |access-date=7 March 2021 |surname=Won |given=Ho-jung}}</ref> Indians who grew up watching Bollywood found K-dramas much more similar in storytelling and emotional appeal.<ref name=":0">{{Cite web |last=Sharma |first=Suparna |date=15 September 2021 |title=K-craze: Korean dramas and culture are taking India by storm |url=https://www.aljazeera.com/economy/2021/9/15/k-craze-korean-dramas-and-culture-are-taking-india-by-storm |access-date=2022-05-14 |website=Aljazeera |language=en}}</ref> Bollywood started producing official and unofficial remakes of Korean scripts for Indian audience.<ref>{{Cite web |last=Bhagchandani |first=Umesh |date=2020-08-13 |title=5 Korean films remade by Bollywood – how do they compare? |url=https://www.scmp.com/magazines/style/celebrity/article/3097108/5-korean-films-remade-bollywood-how-do-radhe-bharat-and |access-date=2022-05-15 |website=South China Morning Post |language=en}}</ref><ref>{{Cite web |last=Ghosh |first=Devarsi |date=2021-11-20 |title=Dhamaka: The latest bad Bollywood remake of a South Korean hit |url=https://www.hindustantimes.com/entertainment/bollywood/dhamaka-the-latest-bad-bollywood-remake-of-a-south-korean-hit-101637327876540.html |access-date=2022-05-15 |website=Hindustan Times |language=en}}</ref> 
	
In 2017, South Korean Consul inaugurated Korean Musical Night with a popular play called Chef in [[Kolkata]] to introduce various aspects of Korean culture.<ref>{{Cite news |last=Banerjee |first=Tamaghna |date=23 November 2017 |title=Kolkata Gets Ready to Ride the Korean Wave |work=The Times of India |url=https://timesofindia.indiatimes.com/city/kolkata/kolkata-gets-ready-to-ride-the-korean-wave/articleshow/61759755.cms |access-date=13 October 2020}}</ref> Part of cultural awareness campaign for professors and students from [[Eastern India]].<ref>{{Cite news|author=<!--Not stated-->|date=25 November 2017|title=South Korea to Showcase Culture to Bolster India Ties|url=https://zeenews.india.com/delhi/south-korea-to-showcase-culture-to-bolster-india-ties-2060147.html|work=Zee News|agency=Indo-Asian News Service|access-date=29 September 2020}}</ref> First lady [[Kim Jung-sook]] attended the 2018 Indian round of [[K-Pop World Festival]].<ref>{{Cite news |last=Gogoi |first=Monami |date=16 July 2018 |title=A Bit of Bollywood in K-pop Music Industry |work=Hindustan Times |url=https://www.hindustantimes.com/music/a-bit-of-bollywood-in-k-pop-music-industry/story-oiYNLJe9yQMgpdX0p3Z5bM.html |access-date=28 September 2020}}</ref> During the [[banquet]] hosted for President [[Moon Jae-in|Moon Jae-In]] at [[Rashtrapati Bhavan]], President [[Ram Nath Kovind]] acknowledged the popularity of hallyu in the country.<ref>{{Cite web |date=10 July 2018 |title=Speech by the president of India, Shri Ram Nath Kovind at the Banquet hosted in Honour of his excellency Mr Moon Jae-In, the President of the Republic of Korea |url=https://pib.gov.in/Pressreleaseshare.aspx?PRID=1538295 |access-date=2022-05-14 |website=Press Information Bureau, Government of India}}</ref> Korean wave pushed K-beauty trends in India.<ref>{{Cite news|last=Prabhakaran|first=Mahalakshmi|date=22 December 2021|title=Why So Many Women Are Hooked to Asian Skincare|url=https://lifestyle.livemint.com/health/wellness/where-skincare-is-religion-111640133954945.html|work=Mint Lounge|access-date=22 December 2021}}</ref><ref>{{Cite web |title=How Consumer Appetite For K-Beauty Regime is Growing in India |url=https://www.indianretailer.com/news/24k-gold-becomes-the-new-sought-after-ingredient-bangalore-and-delhi-register-highest-sales-in-metros.n13422/ |access-date=2022-05-18 |website=Indian Retailer |language=en-in}}</ref> Skincare brands from South Korea started building up online and offline presence.<ref>{{Cite news|last=Gupta|first=Vaishnavi|date=15 November 2021|title=Riding the K-beauty Wave|url=https://www.financialexpress.com/brandwagon/riding-the-k-beauty-wave/2369201/|work=The Financial Express|access-date=12 December 2021}}</ref> On 20 September 2018, India hosted first K-Beauty Conference at [[Phoenix Marketcity (Chennai)]].<ref>{{Cite news |last=Lazarus |first=Susanna Myrtle |date=2018-09-14 |title=Korean beauty unwrapped |language=en-IN |work=The Hindu |url=https://www.thehindu.com/life-and-style/fashion/korean-beauty-unwrapped/article24945401.ece |access-date=2022-05-14 |issn=0971-751X}}</ref><ref>{{Cite magazine|author=<!--Not stated-->|date=25 October 2018|title=India's First K-BeautyCon Hosted in Chennai|url=https://globalspaonline.com/beauty/indias-first-k-beautycon-hosted-in-chennai/|magazine=GlobalSpa|access-date=6 October 2020}}</ref> Korean cosmetics started giving competition to Western brands.<ref name=":1">{{Cite news |last=Das |first=Shabori |date=13 September 2021 |title=Flawless yet affordable: how Korean beauty products are revolutionising the India's skincare market |work=The Economic Times |url=https://economictimes.indiatimes.com/prime/consumer/flawless-yet-affordable-how-korean-beauty-products-are-revolutionising-the-indias-skincare-market/primearticleshow/86093247.cms |access-date=2022-05-14}}</ref><ref name=":2">{{Cite web |last=Nair |first=Priyanka |date=20 July 2017 |title=Here's how South Korean beauty brands are charming India |url=http://brandequity.economictimes.indiatimes.com/news/marketing/heres-how-south-korean-beauty-brands-are-charming-india/59676848 |access-date=2022-05-14 |website=ETBrandEquity |language=en}}</ref> [[Rakuten]] Insight Market Research Survey 2019 revealed, 25% K-beauty products are now used by 39% of Indian women, while 3% among them strictly follow K-beauty routine. Western brands like [[Chanel]] introduce K-beauty inspired products in the country to cash in hallyu craze.<ref name=":3">{{Cite web |last=Bagchi |first=Shrabonti |date=2021-01-09 |title=How 'Hallyu' became key to Korea's business boom in India |url=https://lifestyle.livemint.com//news/big-story/riding-the-next-kwave-111610104978990.html |access-date=2022-05-14 |website=Mintlounge |language=en}}</ref> Indian micro beauty brands such as Pilgrim and Quench Botanics launched products inspired by K-beauty.<ref>{{Cite web|url=https://www.cosmeticsdesign-asia.com/Article/2021/10/13/Pilgrim-tapping-into-Korean-beauty-trends-and-making-them-accessible-to-domestic-market|title='Clear Trend Towards Everything Korean': DTC Brand Pilgrim Bringing K-beauty Trends to India|last=Lim|first=Amanda|date=13 October 2021|website=CosmeticsDesign-Asia|publisher=William Reed|access-date=13 October 2021}}</ref><ref>{{Cite web|url=https://www.cosmeticsdesign-asia.com/Article/2021/09/15/Quench-Botanics-launches-K-beauty-inspired-products-tailored-for-local-consumers|title=Customised for India: Quench Botanics Launches K-beauty-inspired Products Tailored for Local Consumers|last=Lim|first=Amanda|date=15 September 2021|website=CosmeticsDesign-Asia|publisher=William Reed|access-date=20 September 2021}}</ref> [[Nykaa]] and Skinella introduced biodegradable sheet mask following hallyu trend.<ref>{{Cite web|url=https://www.indianretailer.com/news/nykaa-naturals-expands-sheet-masks-portfolio.n10961/|title=Nykaa Naturals Expands Sheet Masks Portfolio|last=Gupta|first=Vaishnavi|date=15 June 2021|website=Indian Retailer|publisher=Franchise India Holdings|access-date=16 June 2021}}</ref><ref>{{Cite web|url=https://www.cosmeticsdesign-asia.com/Article/2021/06/15/Skinella-says-sheet-mask-sales-in-India-are-storming-the-market-in-India|title='Storming the Market': Natural Beauty Brand Skinella Says Sheet Mask Sales in India Are Soaring|last=Lim|first=Amanda|date=15 June 2021|website=CosmeticsDesign-Asia|publisher=William Reed|access-date=16 June 2021}}</ref> [[Eros International]] and SayOn Media on 28 February 2019 announced joint collaborative project for a movie and drama based on 2010 published Korean novel [[Heo Hwang-ok]], Embrace of Gaya.<ref>{{Cite news|last=Park|first=D. M.|date=1 March 2019|title=S. Korea and Indian Collaborate on Drama About Heo Hwang-ok, Queen of Gaya|url=http://koreabizwire.com/s-korea-and-indian-collaborate-on-drama-about-heo-hwang-ok-queen-of-gaya/133410|work=Korea Bizwire|access-date=9 July 2021}}</ref>

	[[International Film Festival of Kerala]] (IFFK) helped popularize Korean cinema in the country.<ref>{{Cite news|last=George|first=Liza|date=13 September 2019|title=Decoding Hallyu, the Korean Wave in India|url=https://www.thehindu.com/entertainment/many-in-thiruvananthapuram-are-now-tuning-into-k-drama/article29408650.ece|work=The Hindu|access-date=13 September 2019}}</ref> To heal the [[COVID-19 lockdown in India|COVID-19 lockdown]] fatigue, KCC and South Korean [[Consulate]] in [[Chennai]] started outreach programme throughout 2020 with hallyu theme.<ref>{{Cite news|last=Subramani|first=A.|date=1 September 2020|title=Korea Holding K-wave to Heal Lockdown Fatigue in India|url=https://timesofindia.indiatimes.com/city/chennai/korea-holding-k-wave-to-heal-lockdown-fatigue-in-india/articleshow/77868753.cms|work=The Times of India|access-date=28 September 2020}}</ref> [[Mumbai]] hosted Korea-India Friendship Quiz Contest 2020 organized by KCC on Korean history and culture in 2020 that attracted 10,000 school students.<ref>{{Cite news|author=<!--Not stated-->|date=23 September 2020|title=Mumbai School Girl Aces Indo-Korean Quiz Contest|url=https://timesofindia.indiatimes.com/home/education/news/mumbai-school-girl-aces-indo-korean-quiz-contest/articleshow/78273113.cms|work=The Times of India|agency=Indo-Asian News Service|access-date=28 September 2020}}</ref>
	
	Rapid growth of internet and [[Over-the-top media services in India|over-the-top media services]] made Korean content much more accessible.<ref>{{Cite news|author=<!--Not stated-->|date=20 April 2021|title=The Rising Korean Wave in India|url=https://www.thehindu.com/life-and-style/travel/the-rising-korean-wave-in-india/article34364824.ece|work=The Hindu|access-date=20 April 2021}}</ref> According to analytics firm [[Similarweb]], apps popular among hallyu fans such as [[Weverse]] saw jump in web traffic from India. [[Viki (streaming service)|Viki]] also confirmed increasing [[web traffic]] from India in 2020.<ref name=":4">{{Cite news |last=Bhatt |first=Shephali |date=17 November 2020 |title=How K-pop and Korean drama had their biggest breakthrough in India amid the pandemic |work=The Economic Times |url=https://economictimes.indiatimes.com/tech/tech-bytes/how-k-pop-and-korean-drama-had-their-breakthrough-moment-in-india-amid-the-pandemic/articleshow/78954150.cms |access-date=2022-05-14}}</ref> As per Netflix, Korean content viewership on the platform increased by 370% from 2019 to 2020.<ref>{{Cite web |last=Shergill |first=Monika |date=9 December 2020 |title=What India Watched in 2020 |url=https://about.netflix.com/,%20https://about.netflix.com/en/news/what-india-watched-2020 |access-date=2022-05-14 |website=About Netflix |language=en}}</ref>
	
	Urban middle-aged people too started consuming Korean content.<ref>{{Cite news|last=T|first=Sarasvati|date=31 January 2022|title=It's Not Just the Gen Zs: Why City-based Homemakers Are Ditching Hindi Soaps for K-dramas|url=https://www.mid-day.com/lifestyle/culture/article/its-not-just-the-gen-zs-why-city-based-homemakers-are-ditching-hindi-soaps-for-k-dramas-23212186|url-access=subscription|work=Mid-Day|access-date=3 February 2022}}</ref> This shift in viewership increase competition among content creators.<ref>{{Cite news|last1=Chaurasia|first1=Ankita|last2=Dubey|first2=Bharti|date=27 November 2021|title=Can Indian Films and OTT Replicate the Success of the Korean Wave? #BigStory|url=https://timesofindia.indiatimes.com/entertainment/hindi/bollywood/news/can-indian-films-and-ott-replicate-the-success-of-the-korean-wave-bigstory/articleshow/87939350.cms|work=The Times of India|access-date=27 November 2021}}</ref><ref>{{Cite magazine|last=Pal|first=Deepanjana|date=1 May 2021|title=Why Indians Are Fascinated by K-dramas|url=https://www.indiatoday.in/magazine/leisure/story/20210510-why-indians-are-fascinated-by-k-dramas-1797047-2021-05-01|magazine=India Today|access-date=3 June 2021}}</ref> [[Pinkvilla]] launched HallyuTalk, a platform to provide more coverage on Korean entertainment industry for local audience. It is also monitored by the Embassy of the Republic of Korea and Korean Cultural Centre.<ref>{{Cite web|url=https://www.exchange4media.com/marketing-news/pinkvilla-hallyutalk-award-reaches-over-275-million-fans-in-its-maiden-edition-117986.html|title=Pinkvilla HallyuTalk Award Reaches Over 275 Million Fans in Its Maiden Edition|author=<!--Not stated-->|date=21 January 2022|website=Exchange4Media|publisher=Adsert Web Solutions|access-date=21 January 2022}}</ref> Hallyu introduced [[webtoon]] reading culture.<ref>{{Cite news|last=Singh|first=Rajiv|date=3 September 2021|title=Once upon a Time in Korea&nbsp;...|url=https://www.forbesindia.com/article/take-one-big-story-of-the-day/once-upon-a-time-in-korea/70199/1|work=Forbes India|access-date=5 September 2021}}</ref><ref>{{Cite news|last=Borah|first=Prabalika|date=7 January 2021|title=India's Unstoppable Hallyu: Why K-dramas Matter|url=https://www.thehindu.com/entertainment/indias-unstoppable-hallyu-why-k-dramas-matter/article33520502.ece|work=The Hindu|access-date=7 January 2021}}</ref>
	
	Hallyu broke East Asian stereotypes and reduced [[Colonial India|colonial era]] obsession of West.<ref>{{Cite news|last=George|first=Tina|date=12 January 2020|title=Scooch Over West, New Icons Are Here!|url=https://www.deccanherald.com/sunday-herald/sh-top-stories/scooch-over-west-new-icons-are-here-793150.html|work=Deccan Herald|access-date=6 January 2021}}</ref><ref name=":4" /> Increased curiosity for Korean food, language and culture made people visit specialty stores in search of Korean ingredients.<ref>{{Cite news |last=Venkatesh |first=Mahua |date=27 June 2021 |title=East Asian Grocery Stores and Restaurants Mushroom in Gurugram as the Number of Expats Rises |work=India Narrative |url=https://www.indianarrative.com/world-news/east-asian-grocery-stores-and-restaurants-mushroom-in-gurugram-as-the-number-of-expats-rises-98160.html |access-date=28 June 2021}}</ref><ref>{{Cite news |author=<!--Not stated--> |date=18 January 2022 |title=K-dramas and Now K-products: Indian Viewers Get 'K' Brand Conscious |work=The Indian Express |agency=Press Trust of India |url=https://indianexpress.com/article/lifestyle/life-style/k-dramas-and-now-k-products-indian-viewers-get-k-brand-conscious-7726125/ |access-date=21 January 2022}}</ref> Demand for Korean delicacies shot up as Korean canteens got listed on food delivery platforms.<ref>{{Cite news|author=<!--Not stated-->|date=19 January 2022|title=Increasing Craze of Korean Cuisine Among Indians|url=https://www.thestatesman.com/lifestyle/increasing-craze-korean-cuisine-among-indians-1503039722.html|work=The Statesman|access-date=21 January 2022}}</ref> Korean food trends became popular.<ref>{{Cite web |last=Rajan |first=Deepa Shri |date=2022-05-16 |title=Bento Cakes—the trending Korean dessert everyone loves |url=https://www.deccanherald.com/opinion/bento-cakes-the-trending-korean-dessert-everyone-loves-1109719.html |access-date=2022-05-16 |website=Deccan Herald |language=en}}</ref><ref>{{Cite web |last=Desai |first=Ketaki |date=11 April 2020 |title=Dalgona coffee is the new quarantine fad |url=https://timesofindia.indiatimes.com/home/sunday-times/dalgona-coffee-is-the-new-quarantine-fad/articleshow/75098961.cms |access-date=2022-05-16 |website=The Times of India |language=en}}</ref> 
	
	On [[Duolingo]], Korean became the fastest growing language in India.<ref>{{Cite web |last=Blanco |first=Cindy |date=2021-12-06 |title=The 2021 Duolingo Language Report |url=https://blog.duolingo.com/2021-duolingo-language-report/ |access-date=2022-05-14 |website=Duolingo |language=en}}</ref> [[King Sejong Institute]] further helped spread Korean language teaching.<ref>{{Cite news|last=Gogoi|first=Monami|date=12 December 2021|title=You Go In for Pop Culture, but Stay for the Language&nbsp;– Why Korean Is India's New Favourite|url=https://theprint.in/opinion/pov/you-go-in-for-pop-culture-but-stay-for-the-language-why-korean-is-indias-new-favourite/779796/|work=ThePrint|access-date=12 December 2021}}</ref> Demand for recycled Korean clothes are up.<ref>{{Cite news|last=Chanda|first=Aishik|date=5 December 2016|title=Nagaland Wears Used Korean Clothes|url=https://www.newindianexpress.com/nation/2016/dec/05/nagaland-wears-used-korean-clothes-1545907.html|work=The New Indian Express|access-date=9 December 2021}}</ref> Indian designers, stylists and artists started incorporating [[Seoul]] fashion trends.<ref name="Sarasvati T" />
	
	In 2021, hallyu moved beyond cities and reached non-urban areas where regional language and [[dialect]]s are more popular.<ref>{{Cite news|last=Lakhe|first=Manisha|date=15 October 2021|title=The Unexpected Joys of Watching Korean Dramas Dubbed in Hindi|url=https://www.moneycontrol.com/news/trends/entertainment/the-unexpected-lightness-of-watching-korean-dramas-dubbed-in-hindi-7586941.html|work=Moneycontrol|publisher=e-Eighteen.com|access-date=16 October 2021}}</ref><ref name=":0" /> Korean Cultural Centre partnered with [[Zee Entertainment Enterprises]] to showcase Korean multimedia content regularly on [[Zee Café]], [[&flix|&Flix]] and [[&privé HD]] from November, 2021.<ref>{{Cite news|last=Jha|first=Lata|date=3 November 2021|title=Zee English Cluster Partners with Korean Cultural Centre for TV Premieres|url=https://www.livemint.com/industry/media/zee-english-cluster-partners-with-korean-cultural-centre-for-tv-premieres-11635917713455.html|url-access=limited|work=Mint|access-date=3 November 2021}}</ref> Sriya Lenka became the first K-pop idol from India to join [[Blackswan]].<ref>{{Cite web |last=Chakraborty |first=Riddhi |date=2022-05-27 |title=Sriya Lenka Becomes First Indian K-pop Star |url=https://rollingstoneindia.com/sriya-lenka-becomes-first-indian-k-pop-star/ |access-date=2022-05-28 |website=Rolling Stone India |language=en-US}}</ref>

==== Sri Lanka ====
In May 2021, [[Lee Young-ae]] and her company signed a deal with Rupavahini Corporation for the broadcasting rights of [[Saimdang, Memoir of Colors]] in Sri Lanka.

Sri Lankan ambassador to South Korea met with Vice Minister of [[Ministry of Culture, Sports and Tourism|Culture, Sports and Tourism]] of the Republic of Korea Kim Jeongbae in June 2021 and agreed on a deal to telecast Korean movies and dramas through electronic media in the country since the rise of Korean wave.<ref>{{Cite news|author=<!--Not stated-->|date=14 June 2021|title=Envoy Discusses Promotion of Culture, Sports and Tourism with the Vice Minister of the Republic of Korea|url=https://bizenglish.adaderana.lk/envoy-discusses-promotion-of-culture-sports-and-tourism-with-the-vice-minister-of-the-republic-of-korea/|work=Ada Derana Biz|access-date=20 June 2021}}</ref>

=== Middle East and North Africa ===

Since the mid-2000s, Israel, [[Iran]], [[Morocco]] and [[Egypt]] have become major consumers of Korean culture.<ref>{{Cite news|last=Xha|first=Farhaa|date=25 July 2010|title=The 'Asian Wave' Hits Saudi Arabia|url=http://www.saudigazette.com.sa/index.cfm?method=home.regcon&contentID=2010072579067|work=Saudi Gazette|archive-url=https://web.archive.org/web/20140106181245/http://www.saudigazette.com.sa/index.cfm?method=home.regcon&contentID=2010072579067|archive-date=6 January 2014|quote=Egypt and Iran has been the center of the 'hallyu' phenomena in the Middle East for a few years now. While Egypt went crazy after the dramas 'Autumn in my Heart' and 'Winter Sonata,' Iran went gaga when its state television aired 'Emperor of the Sea' and 'Jewel in the Palace'.}}</ref><ref>{{Cite news|author=<!--Not stated-->|date=2 September 2014|title=K-pop Concerts Head to New Countries as Hallyu Expands|url=https://www.kpopstarz.com/articles/107716/20140902/k-pop-concerts-head-to-new-countries-as-hallyu-expands.htm|work=KpopStarz|access-date=18 January 2015}}</ref> Following the success of Korean dramas in the Middle East & North Africa, the [[Korean Culture and Information Service|Korean Overseas Information Service]] made ''[[Winter Sonata]]'' available with Arabic subtitles on several state-run Egyptian television networks. According to Youna Kim (2007), "The broadcast was part of the government's efforts to improve the image of South Korea in the Middle East, where there is little understanding and exposure towards Korean culture" (p.&nbsp;31).<ref>{{Cite book|last1=Nye|first1=Joseph|last2=Kim|first2=Youna|chapter=Soft Power and the Korean Wave|date=2013|editor-last=Kim|editor-first=Youna|title=The Korean Wave: Korean Media Go Global|publisher=Routledge|pages=31–42|isbn=978-1-315-85906-4|s2cid=115601697|quote=The broadcast was part of the government's efforts to improve the image of South Korea in the Middle East, where there is little understanding and exposure towards Korean culture.|quote-page=34}}</ref> The ''[[The New York Times|New York Times]]'' reported that the intent behind this was to contribute towards positive relations between Arab & Berber audiences and South Korean soldiers stationed in northern [[Iraq]].<ref>{{harvnb|Onishi|2005}}. "South Korea has also begun wielding the non-economic side of its new soft power. The official Korean Overseas Information Service last year gave 'Winter Sonata' to Egyptian television, paying for the Arabic subtitles. The goal was to generate positive feelings in the Arab world toward the 3,200 South Korean soldiers stationed in northern Iraq."</ref>

MBC4 ([[Middle East Broadcasting Channel]]) played a major role in increasing the Korean wave's popularity in the MENA region (Middle East and North Africa). This broadcasting channel hosted a series of Korean drama starting 2013 such as "[[Boys Over Flowers (TV series)|Boys Over Flowers]]" (أيام الزهور), "[[You're Beautiful (TV series)|You're Beautiful"]] (أنت جميلة), "[[Dream High]]" (حلم الشباب ), "[[Coffee Prince (2012 TV series)|Coffee Prince"]] ( مقهى الأمير). Some Arab countries opposed Korean shows (dramas and reality TV shows) because of the fear they would lead to Islamic youth to abandon their traditions wholesale to adopt Western modernity wholesale.<ref>{{Cite book|last=Kraidy|first=Marwan M.|date=2010|title=Reality Television and Arab Politics: Contention in Public Life|publisher=Cambridge University Press|doi=10.1017/CBO9780511814259|isbn=978-0-511-67529-4|s2cid=128785183|quote=Critics of ''Star Academy'' fear that the learning rituals embedded in the show would lead Kuwaiti youth to abandon their traditions wholesale in order to adopt Western morality wholesale.|quote-page=138}}</ref> However, this did not stop the Korean industries from exporting more Korean Dramas to the Arab world in the following years such as "[[The Heirs]]" ( الورثة).

The popularity of Korean dramas in the MENA region-and its continuous growth- originates from the content of these dramas. As the majority of the plots of Korean dramas focus on social issues (love between different social classes or family problems for instance),<ref>{{Cite journal|last1=Yin|first1=Kelly Fu Su|last2=Liew|first2=Kai Khiun|date=2005|title=Hallyu in Singapore: Korean Cosmopolitanism or the Consumption of Chineseness?|url=https://www.aks.ac.kr/cop/bbs/selectBoardList.do?bbsId=BBSMSTR_000000000040&listAll=1&menuNo=2010124100|journal=Korea Journal|volume=45|issue=4|pages=206–232}}</ref> the Arab audiences fit themselves and could relate to the Korean socio-cultural values as they seem appealing to them. So Korean dramas play the role of an equilibrium point where two, somehow, different cultures could create a new cultural space where these two cultures could meet.

As per Spotify data, Middle East & North African region has shown 140% increase in K-pop consumption between January 2020 to January 2021. In the region, [[Saudi Arabia]], the [[United Arab Emirates]], Morocco, Egypt and [[Qatar]] became the top five nations that stream Kpop the most.<ref name="Tamar Herman" />

==== Egypt ====
''[[Autumn in My Heart]]'', one of the earliest Korean dramas brought over to the Middle East, was made available for viewing after five months of "persistent negotiations" between the South Korean embassy and an Egyptian state-run broadcasting company. Shortly after the series ended, the embassy reported that it had received over 400 phone calls and love letters from fans from all over the country.<ref>{{Cite web|url=http://english.kbs.co.kr/hallyu/entertainment_news_view.html?No=1382|title='Autumn in My Heart' Syndrome in Egypt|author=<!--Not stated-->|date=3 November 2004|website=KBS|archive-url=https://web.archive.org/web/20140106174531/http://english.kbs.co.kr/hallyu/entertainment_news_view.html?No=1382|archive-date=6 January 2014|ref={{harvid|KBS|2004}}}}</ref> According to the secretary of the South Korean embassy in [[Cairo]] Lee Ki-seok, Korea's involvement in the [[Iraq War]] had significantly undermined its reputation among Egyptians, but the screening of ''Autumn in My Heart'' proved "extremely effective" in reversing negative attitudes.<ref>{{harvnb|KBS|2004}}. {{" '}}This drama proved extremely effective in enhancing Korea's international image, which has been undermined by the troop deployment in Iraq,' added Lee."</ref>

In 2020 as per Spotify streaming data, Egypt became the fastest growth market globally for Kpop.<ref>{{Cite news|last=Deyaa'|first=Nada|date=26 February 2020|title=Egypt Wtinesses K-pop's Highest Growth Rate Globally on Spotify|url=https://dailynewsegypt.com/2020/02/26/egypt-wtinesses-k-pops-highest-growth-rate-globally-on-spotify/|work=Daily News Egypt|access-date=17 April 2021}}</ref> As per ''Alaa Mansour'', assistant lecturer at [[Ain Shams University]] who worked at [[Korean Cultural Center]], the rise of Korean Wave through Kpop and Kdrama in Egypt made Korean language learning popular among younger generation especially girls. The influence and love for Korean wave even spread among Egyptian artists such as comedian actor [[Mohamed Henedi]]. The growing fan base of Kpop bands in Egypt led to the creation of donation camps for various social causes. The Korean wave is slowly becoming a lifestyle choice for many people in Egypt. Young Egyptians are also moving to South Korea for higher studies or to settle down.<ref>{{Cite news|last1=Abdulaal|first1=Mirna|last2=Mustafa|first2=Olivia|date=9 April 2021|title=Crossing Cultures: How K-pop and Korean Drama Took Egypt by Storm|url=https://egyptianstreets.com/2021/04/09/crossing-cultures-how-k-pop-and-korean-drama-took-egypt-by-storm/|work=Egyptian Streets|access-date=17 April 2021}}</ref>

In March 2021, the Korean language department of Ain Shams University was praised by South Korean ambassador to Egypt ''Hong Jin-wook'' for improving the understanding of Korean culture and language while building a friendly bond between both the nation.<ref>{{Cite news|author=<!--Not stated-->|date=18 March 2021|title=South Korea, Egypt's Ain Shams University Discuss Higher Education Cooperation|url=https://dailynewsegypt.com/2021/03/18/south-korea-egypts-ain-shams-university-discuss-higher-education-cooperation/|work=Daily News Egypt|access-date=17 April 2021}}</ref>

==== Iran ====
[[File:송일국, 이란국영방송에서 열린 기자간담회 참석.jpg|thumb|South Korean actor [[Song Il-gook]] at a press conference in [[Tehran]] on 18 August 2009<ref name="coolsmurf">{{Cite web|url=https://www.allkpop.com/article/2009/08/song-il-gook-is-a-superstar-in-iran|title=Song Il Gook Is a Superstar in Iran Because of Jumong|author=coolsmurf|date=11 August 2009|website=Allkpop|publisher=6Theory Media|access-date=21 April 2013}}</ref>]]

Iran's state broadcaster, [[Islamic Republic of Iran Broadcasting]] (IRIB), aired several Korean dramas during prime time slots in recent years, with this decision attributed by some to their [[Confucian]] values of respect for others, which are "closely aligned to Islamic culture",<ref>{{Cite news|surname=Chung|given=Ah-young|date=29 July 2011|title=Book Probes Transnational Identity of 'Hallyu'|url=https://www.koreatimes.co.kr/www/culture/2011/07/142_91849.html|work=The Korea Times|access-date=22 April 2013|quote=Korean television dramas reinforce traditional values of Confucianism that Iranians find more closely aligned to Islamic culture, implying that cultural proximity contributes to the Islamic Korean wave. 'Reflecting traditional family values, Korean culture is deemed "a filter for Western values" in Iran,' the article says.}}</ref> while in contrast, Western productions often fail to satisfy the criteria set by Iran's [[Ministry of Culture and Islamic Guidance]].<ref>{{Cite news|last=Amiri|first=Mitra|date=19 January 2011|title=Foreign Broadcasts, DVDs Challenge Iran Grip on TV|url=https://www.reuters.com/article/industry-us-iran-idUSTRE70I54420110119|work=Reuters|access-date=22 April 2013}}</ref> In October 2012, the ''[[Tehran Times]]'' reported that IRIB representatives visited South Korea to visit filming locations in an effort to strengthen "cultural affinities" between the two countries and to seek avenues for further cooperation between [[Korean Broadcasting System|KBS]] and IRIB.<ref name="Tehran Times">{{Cite news|author=<!--Not stated-->|date=19 October 2012|title=IRIB Director Visits Location of South Korean TV Series Popular in Iran|url=http://www.tehrantimes.com/arts-and-culture/102496-irib-director-visits-location-of-south-korean-tv-series-popular-in-iran-|work=Tehran Times|archive-url=https://web.archive.org/web/20121028100535/http://www.tehrantimes.com/arts-and-culture/102496-irib-director-visits-location-of-south-korean-tv-series-popular-in-iran-|archive-date=28 October 2012}}</ref><ref>{{Cite web|url=http://english.irib.ir/radioculture/iran/society/media/item/82398-irib-director-meets-south-korean-media-officials|title=IRIB Director Meets South Korean Media Officials|author=<!--Not stated-->|date=17 October 2012|website=IRIB World Service|archive-url=https://web.archive.org/web/20121027235816/http://english.irib.ir/radioculture/iran/society/media/item/82398-irib-director-meets-south-korean-media-officials|archive-date=28 October 2012}}</ref>

According to [[Reuters]], until recently audiences in Iran have had little choice in broadcast material and thus programs that are aired by IRIB often attain higher viewership ratings in Iran than in South Korea; for example, the most popular episodes of ''[[Jumong (TV series)|Jumong]]'' attracted over 90% of Iranian audience (compared to 40% in South Korea), propelling its lead actor [[Song Il-gook]] to [[superstar]] status in Iran.<ref name="coolsmurf" />

Researchers from both countries have recently studied the cultural exchanges between [[Silla]] (one of the [[Three Kingdoms of Korea]]) and the [[Persian Empire]]. [[The Korea Times]] reported that the two cultures may have been similar 1,200 years ago.<ref>{{Cite news|surname=Ryu|given=Chang-gi|date=28 October 2012|title=Scholars Illuminates Silla–Persian Royal Wedding|url=https://www.koreatimes.co.kr/www/nation/2012/10/281_123353.html|work=The Korea Times|access-date=21 April 2013}}</ref>

{| class="wikitable sortable"
|+ List of Korean TV Series aired by [[Islamic Republic of Iran Broadcasting]] (IRIB)
|-
! Year(s)<br />of broadcast
! TV series
! [[Television channel|TV channel]]
! Episodes
! [[Ratings (broadcast)|Television<br />ratings]]
! Ref
|-
|style="text-align:center"| 2006–07
|style="text-align:center"| ''[[Dae Jang Geum]]''
|style="text-align:center"| [[IRIB TV2|Channel 2]]
|style="text-align:center"| 54
|style="text-align:center"| 86%
|style="text-align:center"|<ref>{{Cite press release|author=<!--Not stated-->|date=8 August 2008|title=Musical 'Daejanggeum' to Premiere in the Palace|url=http://mct.go.kr/english/issue/issueView.jsp?pSeq=887|publisher=Ministry of Culture, Sports and Tourism|archive-url=https://web.archive.org/web/20110623164142/http://mct.go.kr/english/issue/issueView.jsp?pSeq=887|archive-date=23 June 2011|quote=In Iran, the drama recorded 86 percent TV ratings.}}</ref>
|-
|style="text-align:center"| 2007–08
|style="text-align:center"| ''[[Emperor of the Sea]]''
|style="text-align:center"| [[IRIB TV3|Channel 3]]
|style="text-align:center"| 51
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2008
|style="text-align:center"| ''[[Thank You (TV series)|Thank You]]''
|style="text-align:center"| [[IRIB TV5|Channel 5]]
|style="text-align:center"| 16
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2008–09
|style="text-align:center"| ''[[Jumong (TV series)|Jumong]]''
|style="text-align:center"| [[IRIB TV3|Channel 3]]
|style="text-align:center"| 81
|style="text-align:center"|80–90%
|style="text-align:center"|<ref name="Song Sang-ho" />
|-
|style="text-align:center"| 2009
|style="text-align:center"| ''[[Behind the White Tower]]''
|style="text-align:center"| [[IRIB TV5|Channel 5]]
|style="text-align:center"| 20
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2010
|style="text-align:center"| ''[[Lee San, Wind of the Palace]]''
|style="text-align:center"| [[Eshragh TV]]
|style="text-align:center"| 77
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2010–11
|style="text-align:center"| ''[[The Kingdom of the Winds]]''
|style="text-align:center"| [[IRIB TV3|Channel 3]]
|style="text-align:center"| 36
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2011
|style="text-align:center"| ''[[The Return of Iljimae]]''
|style="text-align:center"| [[IRIB TV3|Channel 3]]
|style="text-align:center"| 24
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2012
|style="text-align:center"| ''[[Dong Yi (TV series)|Dong Yi]]''
|style="text-align:center"| [[IRIB TV3|Channel 3]]
|style="text-align:center"| 60
|style="text-align:center"|
|style="text-align:center"|<ref name="Tehran Times" />
|-
|style="text-align:center"| 2014
|style="text-align:center"| ''[[Hong Gil-dong (TV series)|Hong Gil-dong]]''
|style="text-align:center"| [[IRIB Namayesh|Namasyesh TV]]
|style="text-align:center"| 24
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2014
|style="text-align:center"| ''[[Kim Su-ro, The Iron King]]''
|style="text-align:center"| [[IRIB TV3|Channel 3]]
|style="text-align:center"| 32
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2014
|style="text-align:center"| ''[[Brain (TV series)|Brain]]''
|style="text-align:center"| [[IRIB TV5|Channel 5]]
|style="text-align:center"| 20
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2015
|style="text-align:center"| ''[[Faith (2012 TV series)|Faith]]''
|style="text-align:center"| [[IRIB Namayesh|Namasyesh TV]]
|style="text-align:center"| 24
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2015
|style="text-align:center"| ''[[Moon Embracing the Sun]]''
|style="text-align:center"| [[IRIB TV3|Channel 3]]
|style="text-align:center"| 22
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2015
|style="text-align:center"| ''[[Fermentation Family]]''
|style="text-align:center"| [[IRIB Namayesh|Namasyesh TV]]
|style="text-align:center"| 24
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2015
|style="text-align:center"| ''[[Gyebaek (TV series)|Gyebaek]]''
|style="text-align:center"| [[IRIB Namayesh|Namasyesh TV]]
|style="text-align:center"| 36
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2015
|style="text-align:center"| ''[[Good Doctor (South Korean TV series)|Good Doctor]]''
|style="text-align:center"| [[IRIB TV2|Channel 2]]
|style="text-align:center"| 20
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2016
|style="text-align:center"| ''[[Pasta (TV series)|Pasta]]''
|style="text-align:center"| [[IRIB Namayesh|Namasyesh TV]]
|style="text-align:center"| 20
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2016
|style="text-align:center"| ''[[The King's Daughter, Soo Baek-Hyang]]''
|style="text-align:center"| [[IRIB TV5|Channel Tehran]]
|style="text-align:center"| 20
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2016
|style="text-align:center"| ''[[The Fugitive of Joseon]]''
|style="text-align:center"| [[IRIB TV3]]
|style="text-align:center"| 20
|style="text-align:center"|
|style="text-align:center"|
|-
|style="text-align:center"| 2016
|style="text-align:center"| ''[[The King's Dream]]''
|style="text-align:center"| [[IRIB Namayesh|Namasyesh TV]]
|style="text-align:center"| 75
|style="text-align:center"|
|style="text-align:center"|
|}

==== Iraq ====

In the early 2000s, Korean dramas were aired for South Korean troops stationed in northern Iraq as part of [[Multi-National Force&nbsp;– Iraq|coalition forces]] led by the United States during the [[Iraq War]]. With the end of the war and the subsequent withdrawal of South Korean military personnel from the country, efforts were made to expand availability of K-dramas to the ordinary citizens of Iraq.<ref name="Kwon Jungyun">{{Cite web|url=http://www.korea.net/NewsFocus/Society/view?articleId=101264|title=Korean Wave Finds Welcome in Iraq|surname=Kwon|given=Jungyun|date=13 July 2012|website=Korea.net|publisher=Korean Culture and Information Service|archive-url=https://web.archive.org/web/20121012033544/http://www.korea.net/NewsFocus/Society/view?articleId=101264|archive-date=12 October 2012}}</ref>

In 2012, the Korean drama ''[[Hur Jun (TV series)|Hur Jun]]'' reportedly attained a viewership of over 90% in the [[Kurdistan]] region of Iraq.<ref name="Kwon Jungyun" /> Its lead actor [[Jun Kwang-ryul]] was invited by the [[federal government of Iraq]] to visit the city of [[Sulaymaniyah]] in [[Kurdistan]], at the special request of the country's First Lady, [[Hero Ibrahim Ahmed]].<ref name="Kwon Jungyun" />

==== Morocco ====
In December 2013, Morocco's Marrakech International Film Festival, the largest film event in the Middle East and Africa, opened with Korean percussion music samulnori performance and screened more than 40 Korean movies, including ''Painted Fire'' (취화선) by director Im Kwon-Taek.<ref>{{Cite web|url=http://www.koreafocus.or.kr/design2/layout/content_print.asp?group_id=103373|title=Hallyu in Morocco, the Land of Atlas|surname=Choi|given=Jai-chul|date=28 December 2010|website=Korea Focus|archive-url=https://web.archive.org/web/20180315133959/http://www.koreafocus.or.kr/design2/layout/content_print.asp?group_id=103373|archive-date=15 March 2018}}</ref> The same festival's top prize, the Golden Star, went to the Korean movie Hang Gong-Ju by Lee Su-Jin.

On 31 August 2014, the "Moroccan fans of Korea" association invited the Korean-American K-pop singer Eric Nam to Rabat, Morocco to take part in the finals for the regional competition for KBS's K-pop world festival, where participants competed in dancing and singing.{{citation needed|date=March 2018}}

In 2015, Kpop group called ''Maze'' won and represented Morocco in Changwon [[K-Pop World Festival]]. Morocco also became a popular shooting destination for many Kpop and Kdrama that include songs like Stay from [[Taeyeon]], Treasure from [[Ateez]] and 2019 series [[Vagabond (TV series)|Vagabond]] which included Moroccan actor Kamal Kadimi.<ref>{{Cite news|last=Azahhaf|first=Nihale|date=17 April 2021|title=Hallyu Wave: K-pop, K-drama Lovers on the Rise in Morocco|url=https://www.moroccoworldnews.com/2021/04/339888/hallyu-wave-k-pop-k-drama-lovers-on-the-rise-in-morocco|work=Morocco World News|access-date=17 April 2021}}</ref>

==== Israel ====
In 2006, the Korean drama ''[[My Lovely Sam Soon]]'' was aired on Israeli cable channel Viva. Despite a lukewarm response, there followed a surge in interest in Korean television shows, and a further thirty Korean dramas were broadcast on the same channel.<ref>{{Cite news|surname=Moon|given=Gwang-lip|date=7 July 2011|title=Israeli Fans Latch On to Ever-mobile K-pop Wave|url=https://koreajoongangdaily.joins.com/2011/07/07/socialAffairs/Israeli-fans-latch-on-to-evermobile-Kpop-wave/2938596.html|work=Korea JoongAng Daily|access-date=18 January 2015}}</ref>

In 2008, a Korean language course was launched at the [[Hebrew University of Jerusalem]], offering lectures on Korean history, politics, and culture.<ref name="BBC News 2013" />

It is hoped by some commentators that the surging popularity of Korean culture across Israel and Palestine<ref name="Nissim Otmazgin, Irina Lyan">{{Cite journal|last1=Otmazgin|first1=Nissim|last2=Lyan|first2=Irina|date=2014|title=Hallyu Across the Desert: K-pop Fandom in Israel and Palestine|journal=Cross-Currents: East Asian History and Culture Review|volume=3|issue=1|pages=32–55|doi=10.1353/ach.2014.0008|doi-access=free|s2cid=143698495|s2cid-access=free}}</ref> may serve as a bridge over the [[Israeli–Palestinian conflict]].<ref name="BBC News 2013" /> The Hebrew University of Jerusalem reported that some Israeli and Palestinian K-pop fans see themselves as "cultural missionaries" and actively introduce K-pop to their friends and relatives, further spreading the Korean Wave within their communities.<ref name="Nissim Otmazgin, Irina Lyan" /><ref>{{Cite web|url=http://www.cfhu.org/news/korean-wave-to-hit-hebrew-university-on-may-7|title=Korean Wave to Hit Hebrew University on May 7|author=<!--Not stated-->|date=30 April 2013|website=Canadian Friends of the Hebrew University of Jerusalem|archive-url=https://web.archive.org/web/20150119125533/http://www.cfhu.org/news/korean-wave-to-hit-hebrew-university-on-may-7|archive-date=19 January 2015}}</ref><ref>{{Cite journal|last1=Otmazgin|first1=Nissim|last2=Lyan|first2=Irina|date=2019|title=Fan Entrepreneurship: Fandom, Agency, and the Marketing of ''Hallyu'' in Israel|journal=Kritika Kultura|volume=32|issue=32|pages=288–307|doi=10.13185/KK2019.03214|doi-access=free|s2cid=216896076|s2cid-access=free}}</ref><ref>{{Cite journal|last1=Lyan|first1=Irina|last2=Levkowitz|first2=Alon|date=2015|title=From Holy Land to 'Hallyu Land': The Symbolic Journey Following the Korean Wave in Israel|url=https://www.academia.edu/11614011|journal=Journal of Fandom Studies|volume=3|issue=1|pages=7–21|doi=10.1386/jfs.3.1.7_1|s2cid=131694946}}</ref>

==== UAE ====
Netflix made K-drama immensely popular in UAE which proved to be a successful genre to increase subscriber base. [[Itaewon Class]], [[Crash Landing on You]] and [[Guardian: The Lonely and Great God]] became some of the most viewed drama in 2020. This led to increasing local media coverage of Korean Wave in UAE. Korean dramas also presented as feel good series to people living in isolation during the spread of [[COVID-19 pandemic in the United Arab Emirates|COVID-19 pandemic.]]<ref>{{Cite magazine|last=Bellheather|first=Diana|date=16 March 2020|title=9 Feel-good Netflix Series to Watch During Self Isolation|url=https://emirateswoman.com/9-feel-good-netflix-series-uae-to-watch-during-self-isolation/|magazine=Emirates Woman|access-date=21 April 2021}}</ref>

Due to women leads in many K-drama series, [[Emiratis]] women became the prime consumers of Hallyu. The Korean wave also helped opining up many specialized business such as ''K Girls Closet'', ''Chicsta'' in UAE that sell K-wave merchandise like spicy Korean ramyeon, K-beauty products etc. In recent times Korean family run restaurants started opening up as demand for Korean food skyrocketed. The growing demand helped [[Nene Chicken]] open its first middle eastern franchise in [[Dubai]].<ref>{{Cite magazine|last=Saberi|first=Donya|date=5 October 2020|title=The Korean Wave Rises in the UAE|url=https://thediplomat.com/2020/10/the-korean-wave-rises-in-the-uae/|magazine=The Diplomat|access-date=21 April 2021}}</ref>

=== Oceania ===

==== Australia ====
In March 2012, former Australian Prime Minister [[Julia Gillard]] visited South Korea's [[Yonsei University]], where she acknowledged that her country has "caught" the Korean Wave that is "reaching all the way to our shores."<ref>{{Cite web|url=https://pmtranscripts.pmc.gov.au/release/transcript-18466|title='Australia and Korea: Partners and Friends', Speech to Yonsei University, Seoul|last=Gillard|first=Julia|date=26 March 2012|website=PM Transcripts|publisher=Department of the Prime Minister and Cabinet|access-date=10 February 2017|quote=Australia has even caught the 'Korean wave', the renaissance of your popular culture reaching all the way to our shores. We welcomed some of Korea's biggest reality television programs to our country last year{{snd}}and tens of thousands of young Koreans and Australians watched your best known singing stars perform at a K-pop concert in Sydney last year. Our friendship is strong and growing and when I return to Australia, I will do so enlivened and inspired by your Korean example.}}</ref>

==== New Zealand ====
In November 2012, New Zealand's Deputy Secretary of the [[Ministry of Foreign Affairs and Trade (New Zealand)|Ministry of Foreign Affairs]], [[Andrea Smith (New Zealand politician)|Andrea Smith]], delivered a key note address to South Korean diplomats at the [[University of Auckland]], where she asserted that the Korean Wave is becoming "part of the [[Kiwi (people)|Kiwi]] lifestyle" and added that "there is now a 4,000 strong association of K-pop followers in New Zealand."<ref>{{Cite web|url=http://www.mfat.govt.nz/Foreign-Relations/Asia/News-items/0-NZ-Asia-Institute-Smith-speech.php|title=NZ Asia Institute Conference Celebrates the New Zealand–Korea 'Year of Friendship' 16–17 November 2012|last=Smith|first=Andrea|date=21 November 2012|website=New Zealand Ministry of Foreign Affairs and Trade|archive-url=https://web.archive.org/web/20130210151146/http://www.mfat.govt.nz/Foreign-Relations/Asia/News-items/0-NZ-Asia-Institute-Smith-speech.php|archive-date=10 February 2013|quote=Korean food and music, both traditional and modern, are becoming well known in New Zealand. Indeed there is now a 4,000 strong association of K-pop followers in New Zealand. So the 'Korean Wave' is now becoming part of the Kiwi lifestyle.}}</ref>

=== Europe ===

==== Romania ====
The first [[Korean drama]] in Romania was aired on [[Romanian Television|TVR]] in August 2009, and in the following month it became the third most popular television program in the country.<ref name="Ingrid Sabine Weber">{{Cite news|last=Weber|first=Ingrid Sabine|date=14 July 2011|title=Hallyu in Rumänien&nbsp;– ein Phänomen aus Südkorea|trans-title=Hallyu in Romania&nbsp;– A Phenomenon from South Korea|language=de|url=https://adz.ro/artikel/artikel/hallyu-in-rumaenien-ein-phaenomen-aus-suedkorea|work=Allgemeine Deutsche Zeitung für Rumänien|access-date=18 January 2015}}</ref> Since then, Korean dramas have seen high ratings and further success.<ref name="Ingrid Sabine Weber" /><ref>{{Cite news|author=<!--Not stated-->|date=15 February 2011|title=Mon feuilleton coréen, bien mieux qu'une telenovela|trans-title=My Korean Soap Opera, Much Better than a Telenovela|language=fr|url=https://www.courrierinternational.com/article/2011/02/15/mon-feuilleton-coreen-bien-mieux-qu-une-telenovela|work=Courrier international|access-date=4 May 2013}}</ref>

==== Turkey ====

In February 2012, [[JYJ]] member [[Jaejoong]] was invited by the South Korean Embassy in [[Ankara]] to hold an autograph session at [[Ankara University]].<ref>{{Cite news|surname=Lee|given=Seung-woo|date=7 February 2012|script-title=ko:李대통령 '터키인, 한국기업 취업 길 많다'|trans-title=President Lee: 'Turks, There Are Many Paths to Employment in Korean Businesses'|url=https://www.yna.co.kr/view/AKR20120207008200001|script-work=ko:연합뉴스|trans-work=Yonhap News Agency|access-date=23 March 2013}}</ref> Before departing for concerts in South America, Jaejoong also attended a [[state dinner]] with the presidents of South Korea ([[Lee Myung-bak]]) and Turkey ([[Abdullah Gül]]).<ref>{{Cite news|surname=Gang|given=Seung-hun|date=7 February 2012|script-title=ko:김재중, 터키 국빈 만찬 참여&nbsp;... 한류스타 위상|trans-title=Kim Jae-joong Attends State Dinner in Turkey&nbsp;... as a Hallyu Star|url=https://www.tvreport.co.kr/196049|script-work=ko:TV리포트|trans-work=TVREPORT|access-date=21 April 2013}}</ref>

==== France ====
The [[Ministry of Foreign and European Affairs (France)|French Foreign Ministry]] acknowledges the status of ''Hallyu'' as a global phenomenon that is characterized by the "growing worldwide success of Korean popular culture".<ref>{{Cite web|url=http://www.diplomatie.gouv.fr/fr/dossiers-pays/coree-du-sud/la-france-et-la-republique-de/|title=La France et la République de Corée|trans-title=France and the Republic of Korea|language=fr|author=<!--Not stated-->|date=n.d.|website=France Diplomatie|publisher=Ministère des Affaires étrangères et du Développement international|archive-url=https://web.archive.org/web/20151222091545/http://www.diplomatie.gouv.fr/fr/dossiers-pays/coree-du-sud/la-france-et-la-republique-de/|archive-date=22 December 2015|quote=La culture populaire coréenne connaît un succès grandissant à travers le monde. Ce phénomène porte le nom de «&nbsp;Hallyu&nbsp;», ou «&nbsp;vague coréenne&nbsp;».}}</ref> In June 2012, [[2NE1]] were chosen by [[Cheil Worldwide|Cheil Communications]] in to speak about the global spread of the Korean wave for international advertising and communication experts at the [[Cannes Lions International Festival of Creativity|Cannes Lions International Advertising Festival]]. They were voted as the favorite K-pop girl group among the public in a survey conducted by the Paris office of the [[Korea Tourism Organization]].<ref>{{cite web|last1=Cho |first1=Chung-un |date=2012-04-05|title=2NE1 to explain Korean Wave at Cannes Lions|url=http://www.koreaherald.com/view.php?ud=20120405001088|website=[[The Korea Herald]]|access-date=June 30, 2012}}</ref>

==== Germany ====
The [[Foreign Office (Germany)|German Foreign Office]] has confirmed that "Korean entertainment (''Hallyu'', [[telenovela]]s, K-pop bands, etc.) is currently enjoying great popularity and success in Asia and beyond."<ref>{{Cite web|url=http://www.auswaertiges-amt.de/DE/Aussenpolitik/Laender/Laenderinfos/KoreaRepublik/Kultur-UndBildungspolitik_node.html|title=Kultur- und Bildungspolitik|trans-title=Culture and Education Policies|language=de|author=<!--Not stated-->|date=n.d.|website=Auswärtiges Amt|archive-url=https://web.archive.org/web/20101205030141/http://www.auswaertiges-amt.de/DE/Aussenpolitik/Laender/Laenderinfos/KoreaRepublik/Kultur-UndBildungspolitik_node.html|archive-date=5 December 2010|quote=Koreanische Pop- und Unterhaltungskultur (‚Hallyu‘, Telenovelas, K-Popbands etc.), verzeichnen in Asien und darüber hinaus große Publikumserfolge.}}</ref>

==== United Kingdom ====
In November 2012, the British [[Minister of State]] for the [[Foreign Office]], [[Hugo Swire]], held a meeting with South Korean diplomats at the [[House of Lords]], where he affirmed that Korean music had gone "global".<ref>{{Cite web|url=https://www.gov.uk/government/speeches/anglo-korean-society-dinner|title=Anglo-Korean Society Dinner|last=Swire|first=Hugo|date=23 November 2012|website=gov.uk|publisher=Government Digital Service|access-date=19 December 2012|quote=As 'Gangnam Style' has demonstrated, your music is global too.}}</ref> Hallyu became so common in UK, that in September 2021 update of [[Oxford English Dictionary|Oxford English Disctionary]] (OED) it included 26 popular Korean origin words into standard English [[vocabulary]] such as [[bulgogi]], [[galbi]], [[gimbap]], [[kimchi]], [[hanbok]], [[taekwondo]] and [[Hangul]]. OED also revised the 11 existing Korean words.<ref>{{Cite magazine|last=Lim|first=List|date=5 October 2021|title=Korean Wave Sweeps over Oxford English Dictionary&nbsp;– Bulgogi, Galbi and Kimbap Among 26 New Korean Entries, Joining K-pop and Kimchi|url=https://www.scmp.com/magazines/post-magazine/short-reads/article/3151076/korean-wave-sweeps-over-oxford-english|magazine=Post Magazine|access-date=5 October 2021}}</ref><ref>{{Cite news|author=<!--Not stated-->|date=8 October 2021|title=With Addition of 26 Korean Words, Oxford English Dictionary Acknowledges Asian Cultural Juggernaut|url=https://indianexpress.com/article/opinion/editorials/korean-k-pop-thriller-squid-game-netflix-7558960/|work=The Indian Express|access-date=8 October 2021}}</ref>

Hallyu became the new cool among young Britons. According to trend expert Brenda Gabriel, during the [[COVID-19 lockdowns|Covid-19 lockdown]], people started spending more time consuming Korean content. BTS broke the record of most Top 10 hits by any K-pop artist in [[UK Singles Chart]] by May, 2021. The first contact with Hallyu happened through Psy's Gangnam Style which topped the music chart in the country in 2021.<ref>{{Cite web|url=https://www.forbes.com/sites/hughmcintyre/2021/05/30/bts-break-their-tie-with-psy-for-the-most-top-10-hits-among-korean-artists-in-uk-history/|title=BTS Break Their Tie with Psy for the Most Top 10 Hits Among Korean Artists in U.K. History|last=McIntyre|first=Hugh|date=30 May 2021|website=Forbes|access-date=20 October 2021}}</ref> Great production value, high visual quality and modest video girls are some of the reasons to peak interest in [[Korean pop music]]. In 2019, BTS topped the national music charts in UK and sold out two shows at [[Wembley Stadium]] within minutes.<ref>{{Cite news|author=<!--Not stated-->|date=19 April 2019|title=Korean Pop Sensation BTS Go to Top of UK Album Charts|url=https://www.telegraph.co.uk/news/2019/04/19/korean-pop-sensation-bts-go-top-uk-album-charts/|work=The Telegraph|access-date=24 October 2021}}</ref><ref>{{Cite news|last=Savage|first=Mark|date=2 June 2019|title=BTS Are the First Korean Band to Headline Wembley Stadium|url=https://www.bbc.com/news/entertainment-arts-48487862|work=BBC News|access-date=24 October 2021}}</ref><ref>{{Cite news|author=<!--Not stated-->|date=2 March 2019|title=BTS to Put On Second Date at Wembley Stadium After First Show Sold Out in 90 Minutes|url=https://news.sky.com/story/bts-to-put-on-second-date-at-wembley-stadium-after-first-show-sold-out-in-90-minutes-11652821|work=Sky News|access-date=24 October 2021}}</ref>

In 2018, [[The NPD Group]] reported that [[K-beauty]] standards (particularly the "glass skin" trend) was driving the growth of [[skincare]] product sales, while at the same time sales of [[makeup]] products (such as [[contouring]]) were declining.<ref>{{Cite web|url=https://www.cosmeticsdesign-europe.com/Article/2018/06/07/UK-consumers-ditch-contouring-in-favour-of-glass-skin|title=UK Consumers Ditch Contouring in Favour of 'Glass Skin'|last=Whitehouse|first=Lucy|date=7 June 2018|website=CosmeticsDesign-Europe|publisher=William Reed|access-date=20 December 2021}}</ref>

Among Korean products introduced by [[Marks & Spencer]] which became instant hit, [[Gochujang]] sales increased by 200 percent while ready-to-eat [[Korean fried chicken]] saw 250 percent growth in sales. South Korean street food Tornado Omelette became famous through [[TikTok]] which led to increase in sales of egg by 22 percent in 2020.<ref>{{Cite news|last=Carpani|first=Jessica|date=4 December 2020|title='Tornado Omelette' Tik Tok Trend Sees Egg Sales Soar|url=https://www.telegraph.co.uk/news/2020/12/04/tornado-omelette-tik-tok-trend-sees-eggs-sales-soar/|work=The Telegraph|access-date=20 October 2021}}</ref>

With large number of Korean students studying in UK and influence of Hallyu led to the growth in Korean restaurants outside of major cities such as London.<ref>{{Cite news|last=Chaudhary|first=Vivek|date=21 April 2019|title=Feast from the East&nbsp;– Why Britain Is Surfing the Korean Culture Wave|url=https://www.theguardian.com/music/2019/apr/21/feast-from-east-britain-surfing-korean-culture-wave|work=The Guardian|access-date=21 October 2021}}</ref>

[[Duolingo]] reported 76 percent rise of Korean language learners in UK after the release of [[Netflix]] original [[Squid Game]]. Around 7.62 million people in UK are learning Korean making the nation tenth largest market for Korean language education.<ref>{{Cite news|last1=Cha|first1=Sangmi|last2=Seo|first2=Yeni|date=11 October 2021|title=Netflix Hit Show 'Squid Game' Sparks Interest in Learning Korean|url=https://www.independent.co.uk/asia/east-asia/netflix-squid-game-korean-learning-b1936029.html|work=The Independent|access-date=20 October 2021}}</ref>

The rising interest in K-pop and K-Drama has led to large number of British university students wanting to get degrees in the [[Korean language]].<ref>{{Cite news|last1=Hall|first1=Rachel|last2=Otte|first2=Jedidajah|date=30 December 2021|title=Anime and K-pop Fuel Language-learning Boom|url=https://www.taipeitimes.com/News/feat/archives/2021/12/30/2003770413|work=Taipei Times|access-date=7 February 2021}}</ref>

===North America===
====Canada====
Korean music and drama is popular in Canada, not just due to [[Korean Canadians|Korean communities]], but as several K-Pop idols had grown up in Canada.<ref>{{Cite web|url=https://korcan50years.com/2018/03/30/k-pop-idols-from-canada-2018/|title=K-pop Idols Who Are Actually from Canada|last=Regiane|first=Nicole|date=30 March 2018|website=Korea–Canada Blog|publisher=Korean Culture Center|archive-url=https://web.archive.org/web/20190310025624/https://korcan50years.com/2018/03/30/k-pop-idols-from-canada-2018/|archive-date=10 March 2019}}</ref><ref>{{Cite web|url=https://www.cbc.ca/music/not-sure-where-to-start-with-k-pop-let-these-canadian-superfans-help-1.5096441|title=Not Sure Where to Start with K-pop? Let These Canadian Superfans Help|last=Chandler|first=Justin|date=12 April 2019|website=CBC|access-date=15 October 2020}}</ref>

====United States====
[[File:President Obama Korean Wave.ogv|thumb|During a [[state visit]] to [[South Korea]] in March 2012, U.S. President [[Barack Obama]] remarked that the [[Digital Age]] has enabled people from different cultures to connect across borders.<ref>{{Cite web|url=https://obamawhitehouse.archives.gov/the-press-office/2012/03/26/remarks-president-obama-hankuk-university|title=Remarks by President Obama at Hankuk University|last=Obama|first=Barack|date=26 March 2012|website=The White House|publisher=National Archives|access-date=27 October 2012|quote=It's no wonder so many people around the world have caught the Korean Wave, Hallyu.}}</ref>]]

During a bilateral meeting with South Korean President [[Park Geun-hye]] at the [[White House]] in May 2013, U.S. President [[Barack Obama]] cited "[[Gangnam Style]]" as an example of how people around the world are being "swept up by Korean culture – the Korean Wave."<ref>{{Cite web|url=https://obamawhitehouse.archives.gov/the-press-office/2013/05/07/remarks-president-obama-and-president-park-south-korea-joint-press-confe|title=Remarks by President Obama and President Park of South Korea in a Joint Press Conference|last1=Obama|first1=Barack|surname2=Park|given2=Geun-hye|date=7 May 2013|website=The White House|publisher=National Archives|access-date=7 May 2013|quote=And of course, around the world, people are being swept up by Korean culture{{snd}}the Korean Wave. And as I mentioned to President Park, my daughters have taught me a pretty good Gangnam Style.}}</ref> In August 2013, U.S. Secretary of State [[John Kerry]] also affirmed that the Korean Wave "spreads Korean culture to countries near and far."<ref>{{Cite web|url=https://2009-2017.state.gov/secretary/remarks/2013/08/213081.htm|title=Video Recording for the Republic of Korea's Independence Day|last=Kerry|first=John|date=13 August 2013|website=U.S. Department of State|publisher=Office of Website Management|access-date=21 January 2017|quote=And people in every corner of the world can see it, as the 'Korean Wave' spreads Korean culture to countries near and far.}}</ref>

Standout acts such as BTS became the first non-english acts in the MTV music awards and the Grammy's during which they became the first non-english group to receive a nomination. <ref>{{Cite web|url=https://www.allkpop.com/article/2022/08/breaking-down-the-barriers-as-trailblazers-for-k-pop-the-long-list-of-btss-achievements-in-the-us
}}</ref>

With the western reception of Korean pop culture, Korean representation on American TV shows are also improving. Recently [[Sesame Street]] introduced a Korean character named Ji-Young.<ref>{{Cite news|last=Tang|first=Terry|date=15 November 2021|title='Sesame Street' Debuts Ji-Young, First Asian American Muppet|url=https://apnews.com/article/sesame-street-asian-american-muppet-ji-young-390bd29ba9d986524b242e9fa69695be|work=AP News|access-date=17 November 2021}}</ref>

=== South America ===

==== Argentina ====
On 8 October 2021, [[Argentine Senate]] declared November 22 as National Kimchi Day which will be celebrated every year. Based on [[Twitter trends]], Argentine is now the second most engaged community with [[Squid Game]] in the world. BTS is the most popular Korean pop music band in the country. Korean beauty products and facemask are getting popular among [[women in Argentina]]. As per film director Cynthia Razmir, Korean aesthetic and personality are creating a unique universal style that is easily absorbed by the viewers in Argentina. Food influencers in the country are also started giving attention to Korean food due to its diversity. In 2021, [[La Nación]] and [[Clarín (Argentine newspaper)|Clarín]] covered Kimchi and how the dish not only found in [[Buenos Aires]] but also entered the local diet in Argentina. As per reporter Karina Niebla Clarin, Korean food is now established as balanced and healthy cuisine like Italian food in Argentina. With Hallyu, the influence of Korean [[expatriate]] community is growing in the country. It also contributed in building a positive image of South Korea as friend of Argentina.<ref>{{Cite web|url=https://www.korea.net/NewsFocus/Culture/view?articleId=194317|title=Argentine Daily Features Kimchi as Korea's Proud, Longstanding Fermented Food|surname1=Kim|given1=Hyelin|surname2=Yoon|given2=Sojung|date=27 January 2021|website=Korea.net|publisher=Korean Culture and Information Service|access-date=3 November 2021}}</ref><ref>{{Cite web|url=https://news.naver.com/main/read.naver?mode=LSD&mid=sec&oid=417&aid=0000748853&sid1=001|script-title=ko:[단독] '한국에 알리게 돼 기뻐요'... 아르헨티나 '김치의 날' 제정 상원의원을 만나다|trans-title=[Exclusive] 'I'm Happy to Announce It to Korea'... Argentine 'Kimchi Day' Meets Senator|language=ko|surname=Kim|given=Tae-wook|date=29 October 2021|website=Naver|access-date=3 November 2021}}</ref><ref name="Kim Tae-wook">{{Cite web|url=https://news.naver.com/main/read.naver?mode=LSD&mid=sec&oid=417&aid=0000749507&sid1=001|script-title=ko:'BTS·오징어게임·김치 최고예요'... 남미 강타한 한류, 왜 인기일까|trans-title='BTS, ''Squid Game'', and Kimchi Are the Best'... Hallyu Hits South America, Why Is It So Popular?|language=ko|surname=Kim|given=Tae-wook|date=1 November 2021|website=Naver|access-date=3 November 2021}}</ref>

==== Suriname ====
In Suriname, as of 2021 there is only one Korean restaurant which became popular after hallyu reached the country. [[Tteokbokki]], Dakgangjeong, and [[Jajangmyeon]] are now high on demand. It also started conducting Korean language classes for locals as more people started watching Korean content.<ref name="Kim Tae-wook" />

==== Peru, Bolivia, Colombia ====
In Peru, demand for Korean products are making smaller specialized stores move to larger [[department store]] format. [[Guardian: The Lonely and Great God]] and [[Parasite (2019 film)|Parasite]] became very popular in Peru. K-pop and Korean cuisines started gaining attention in [[Bolivia]]. [[Dalgona]] became popular in Colombia after Squid Game success.<ref name="Kim Tae-wook" />

=== United Nations ===

On 30 October 2012, [[Secretary-General of the United Nations|U.N. Secretary-General]] [[Ban Ki-moon]] delivered a speech in front of the [[National Assembly of South Korea]] where he noted how Korean culture and the ''Hallyu''-wave is "making its mark on the world".<ref>{{Cite web|url=http://www.un.org/sg/statements/index.asp?nid=6398|title=Seoul, Republic of Korea, 30 October 2012&nbsp;– Secretary-General's Address to the National Assembly of the Republic of Korea: 'The United Nations and Korea: Together, Building the Future We Want' [as Prepared for Delivery]|surname=Ban|given=Ki-moon|date=30 October 2012|website=United Nations Secretary-General Ban Ki-moon|publisher=United Nations|archive-url=https://web.archive.org/web/20131025050159/http://www.un.org/sg/statements/index.asp?nid=6398|archive-date=25 October 2013|quote=[T]he Hallyu-wave and Korean pop music, Korean culture is making its mark on the world.}}</ref>

Following the establishment of BTS' [[Love Myself (campaign)|Love Myself]] anti-violence campaign in partnership with [[UNICEF]], they have addressed the United Nations 73rd and 75th [[United Nations General Assembly|General Assemblies]] on issues of ending violence, so as for the protection of young people so they can live without the fear of violence and encouragement for everyone to fight through ''[[Coronavirus disease 2019|Covid-19]]'' together as life goes on.<ref>{{Cite news|author=<!--Not stated-->|date=25 September 2018|title=K-pop Band BTS Goes Viral with UN Plea to Young People to Help Shape the Future|url=https://www.abc.net.au/news/2018-09-25/k-pop-band-goes-viral-with-un-plea-to-young-people/10301934|work=ABC News|access-date=16 December 2020}}</ref><ref>{{Cite web|url=https://www.unicef.org/lac/en/BTS-LoveMyself|title=BTS Heartfelt Message to Young People at UNGA|author=BTS|date=23 September 2020|website=UNICEF Latin America and the Caribbean|publisher=UNICEF|access-date=16 December 2020}}</ref>

During a bilateral meet in May 2021, U.S. president [[Joe Biden]] in the presence of South Korean president [[Moon Jae-in]] acknowledged that "K-pop fans are universal" while speaking about close ties between people of United States and South Korea.<ref>{{Cite news|last=Herman|first=Tamar|date=25 May 2021|title=The Most Powerful K-pop Fans: World Leaders Joe Biden and Emmanuel Macron Give Love to K-pop Industry and BTS|url=https://www.scmp.com/lifestyle/k-pop/article/3134765/most-powerful-k-pop-fans-world-leaders-biden-and-macron-give-love-k|work=South China Morning Post|access-date=3 June 2021}}</ref>

== Impact ==

=== Sociocultural ===
The Korean Wave has spread the influence of aspects of Korean culture including fashion, [[Music of Korea|music]], [[Television in South Korea|television]] programs and formats, cosmetics, games, [[Korean cuisine|cuisine]], [[manhwa]] and [[Korean beauty standards|beauty standards]].<ref>{{Cite thesis|last=Liu|first=Helen (Yang)|date=21 August 2014|title=The Latest Korean TV Format Wave on Chinese Television: A Political Economy Analysis|type=Essay|publisher=Simon Fraser University|s2cid=150880088|s2cid-access=free}}</ref><ref name="Anthony Faiola" /> In China, many broadcasters have taken influences from Korean entertainment programs such as ''[[Running Man (South Korean TV series)|Running Man]]''; in 2014 [[Seoul Broadcasting System|SBS]] announced the Chinese version of this program, ''[[Hurry Up, Brother]]'', which was a major hit as an example of a unique category of programs known as 'urban action varieties'.<ref>{{Cite web|url=http://duduchina.co.kr/?p=84562|script-title=ko:중국판 런닝맨 '달려라형제(奔跑吧, 兄弟!)' 중국서 인기 폭발!|trans-title=Chinese Version of ''Running Man'', 'Hurry Up, Brother (奔跑吧, 兄弟!)', Explodes in Popularity in China|language=ko|last=Yoon|first=JoonWoo|date=10 February 2015|website=DuDu China|archive-url=https://web.archive.org/web/20150218011452/http://duduchina.co.kr/?p=84562|archive-date=18 February 2015}}</ref><ref>{{Cite web|url=http://www.tourism.australia.com/news/industry/industry-17670.aspx|title=Popular China TV Show Running Man to be Filmed in Australia|author=<!--Not stated-->|date=26 November 2015|website=Tourism Australia|archive-url=https://web.archive.org/web/20151222152904/http://www.tourism.australia.com/news/industry/industry-17670.aspx|archive-date=22 December 2015}}</ref> Korean media has also been influential throughout Asia in terms of beauty standards. In Taiwan, where the drama ''[[Dae Jang Geum]]'' was extremely popular, some fans reportedly underwent [[Plastic surgery|cosmetic surgery]] to look similar to lead actress [[Lee Young-ae]].<ref>{{Cite journal|last=Shim|first=Doobo|date=2006|title=Hybridity and the Rise of Korean Popular Culture in Asia|journal=Media, Culture & Society|volume=28|issue=1|pages=25–44|doi=10.1177/0163443706059278|doi-access=free|s2cid=204327176|s2cid-access=free}}</ref>

In 2006, a non-profit organization called InKo Centre was jointly established by [[TVS Motor Company]] and [[Hyundai Motor Company]] to increase sociocultural exchange between South Korea and India.<ref name="Rohini Mohan">{{Cite news |last=Mohan |first=Rohini |date=4 July 2021 |title=India Says 'Sarang Hae' to K-dramas, Oppas and Kimchi |work=The Straits Times |url=https://www.straitstimes.com/opinion/india-says-sarang-hae-to-k-dramas-oppas-and-kimchi |url-access=subscription |access-date=4 July 2021}}</ref> InKo Centre started promotion of Korean language, culture, food, traditional arts like calligraphy and ggotggozi.<ref>{{Cite news|last=Sah|first=Purnima|date=11 December 2018|title=Ggotggozi, All the Way from Korea|url=https://timesofindia.indiatimes.com/life-style/spotlight/ggotggozi-all-the-way-from-korea/articleshow/67042317.cms|work=The Times of India|access-date=4 September 2021}}</ref> It also helped exchange of authors, painters, potters, theatre troupes and hip hop artists between [[Bengaluru]], [[Chennai]], [[Delhi]] and [[Seoul]].<ref name=":3" /><ref name="Shalini Umachandran">{{Cite news|last=Umachandran|first=Shalini|date=9 January 2021|title=Cultural Knots and Crosses: A Note from the Editor|url=https://lifestyle.livemint.com/news/opinion/cultural-knots-and-crosses-a-note-from-the-editor-111610160096159.html|work=Mint Lounge|access-date=11 January 2021}}</ref> InKo Centre also coordinates [[K-Pop World Festival]] in India.<ref>{{Cite news|author=<!--Not stated-->|date=27 February 2020|title=InKo Centre Director Awarded|url=https://www.thehindu.com/news/cities/chennai/inko-centre-director-awarded/article30930456.ece|work=The Hindu|access-date=29 September 2020}}</ref> From July to September 2006, historical dramas such as [[Emperor of the Sea]] and [[Dae Jang Geum]] were introduced by [[Doordarshan]]. In 2007, Chongdong theater group performance was jointly co-hosted by [[List of diplomatic missions of South Korea|South Korean Embassy in India]] and the [[Indian Council for Cultural Relations]] (ICCR). It received positive reception with jam-packed auditorium and cheering crowds all across India.<ref>{{Cite web|url=https://www.hancinema.net/kbs-drama-emperor-of-the-sea-to-air-in-india-5281.html|title=KBS Drama 'Emperor of the Sea' to Air in India|author=<!--Not stated-->|date=16 February 2006|website=HanCinema|access-date=28 September 2020}}</ref><ref>{{Cite web|url=https://www.hancinema.net/has-korean-wave-arrived-in-india--8424.html|title=Has Korean Wave Arrived in India?|last=Mishra|first=Sandip Kumar|date=18 January 2007|website=HanCinema|access-date=28 September 2020}}</ref>

An official joint delegation from North and South Korea inaugurated [[Heo Hwang-ok]] memorial in [[Ayodhya]] and established [[sister city]] agreement with [[Gimhae]] in 2001. [[Munhwa Broadcasting Corporation]] (MBC) in 2010 produced [[Kim Su-ro, The Iron King]] to showcase the shared cultural link between Korean and Indian society.<ref>{{Cite news|surname=Choe|given=Chong-dae|date=7 December 2016|title=Legacy of Queen Suriratna|url=https://www.koreatimes.co.kr/www/opinion/2016/12/137_219704.html|work=The Korea Times|access-date=28 September 2020}}</ref><ref>{{Cite news|last=Mandhani|first=Nikita|date=4 November 2018|title=The Indian Princess Who Became a South Korean Queen|url=https://www.bbc.com/news/world-asia-india-46055285|work=BBC News|access-date=28 September 2020}}</ref>

Staples like [[Korean noodles]] and [[Soju]] became popular among younger generation in India watching Korean dramas.<ref>{{Cite news|last=Bhatt|first=Shephali|date=23 September 2018|title=From K-pop to K-drama, Kimchi to K-beauty, Indian Youngsters Just Can't Get Enough of Korea|url=https://economictimes.indiatimes.com/magazines/panache/from-food-to-popculture-and-cosmetics-india-eager-to-embrace-korean-cool/articleshow/65915355.cms|work=The Economic Times|access-date=28 September 2020}}</ref><ref name="Rajiv Singh" /> Around 2015 after [[Gangnam Style]], women living in tier-1 cities of India readily accepted K-pop genre and Korean cultural content.<ref>{{Cite news|last=Gogoi|first=Monami|date=21 July 2019|title=K-pop Fans a Growing Tribe in India&nbsp;– They Hold Concerts, Do Charity, Run Stores|url=https://theprint.in/features/k-pop-fans-a-growing-tribe-in-india-they-hold-concerts-do-charity-run-stores/265050/|work=ThePrint|access-date=30 September 2020}}</ref> More people in India are now eager to learn Korean language, enjoy Korean food and visit South Korea for tourism.<ref name="Outlook">{{Cite news|author=<!--Not stated-->|date=14 December 2018|title=Many Indians Learning Korean language&nbsp;– Thanks to Popularity of K-pop|url=https://www.outlookindia.com/newsscroll/many-indians-learning-korean-language--thanks-to-popularity-of-kpop/1440156|work=Outlook|agency=Press Trust of India|archive-url=https://web.archive.org/web/20201011211736/https://www.outlookindia.com/newsscroll/many-indians-learning-korean-language--thanks-to-popularity-of-kpop/1440156|archive-date=12 October 2020}}</ref> [[Social commerce]] on [[Instagram]] flourished with Korean beauty products. Like Chinese, spicy Korean dishes started appealing to the Indian taste buds. Korean literature became popular among the [[millennials]] and post-millennial generation thanks to [[Literature Translation Institute of Korea]] (LTI Korea) and quarterly magazine Korean Literature Now.<ref>{{Cite news|last=Menezes|first=Vivek|date=30 September 2020|title=Reading Yeong-Shin Ma's 'Moms' to Understand Why the Korean Wave Has Swept Through Parts of India|url=https://scroll.in/article/974451/reading-yeong-shin-mas-moms-to-understand-why-the-korean-wave-has-swept-through-parts-of-india|work=Scroll.in|access-date=30 September 2020}}</ref> [[Duolingo]] reported constant rise of Korean learners in India from mere 11% during October 2019 to February 2020 that shot up to 256% from March to October 2020.<ref name=":4" /> According to [[Korean Cultural Center]], Korean language is the second most widely spoken foreign language in India as of 2020.<ref>{{Cite web|url=https://kpophighindia.com/korean-cultural-centre-india-to-organise-13th-korean-speech-contest/|title=Korean Cultural Centre India to Organise 13th Korean Speech Contest|last=Kamthe|first=Manasi|date=24 October 2020|website=KPOP HIGH INDIA|access-date=29 October 2020}}</ref><ref>{{Cite news|author=<!--Not stated-->|date=16 December 2020|title=In Year 2020, Korean Language Received Due Attention, Acceptability in India|url=https://www.asiancommunitynews.com/in-year-2020-korean-language-received-due-attention-acceptability-in-india/|work=Asian Community News|access-date=6 January 2021}}</ref> Korean wave also introduced [[Kimchi]] in India. It started gaining popularity due to unique pungent and spicy profile that goes well with local dishes.<ref>{{Cite web|url=https://www.cityspidey.com/news/13707/the-making-and-history-of-south-korean-dish-kimchi|title=The Making and History of South Korean Dish Kimchi|last=Tickoo|first=Sakshi|date=17 May 2021|website=CitySpidey|access-date=20 September 2021}}</ref> With rising interest in Korean culinary arts, Korean Cultural Centre in collaboration with Universities of [[Hotel Management]] and [[Food science]] started conducting national level Korean cooking contest to celebrate International Kimchi Day and make it more mainstream in India.<ref>{{Cite news|last=Ahuja|first=Sanjeev K.|date=5 November 2020|title=Pan India Online Korean Culinary Challenge 2020 to Declare Winners on It'l Kimchi Day|url=https://www.asiancommunitynews.com/pan-india-online-korean-culinary-challenge-2020-to-declare-winners-on-itl-kimchi-day/|work=Asian Community News|access-date=6 January 2021}}</ref><ref>{{Cite news|author=<!--Not stated-->|date=2 December 2020|title='Indian Food Would Be Preferred Culture to All Nations'|url=http://www.orissapost.com/indian-food-would-be-preferred-culture-to-all-nations/|work=OrissaPOST|agency=Indo-Asian News Service|archive-url=https://web.archive.org/web/20210203193323/http://www.orissapost.com/indian-food-would-be-preferred-culture-to-all-nations/|archive-date=4 February 2021}}</ref>

With more free time during [[COVID-19 lockdown in India|COVID-19 lock-down in India]], people started making Korean food at home, sweet romantic Korean drama increased their appeal while K-beauty brands made big impact in India. Although famous for language, ethnicity, race and cultural barrier due to high diversity, singer [[Jimin]] of K-pop boy band [[BTS]] successfully penetrated and helped spreading [[Korean popular culture]] in India.<ref>{{Cite magazine|last=Denzel|first=Bruce|date=6 June 2020|title=BTS Jimin Is Very Popular in India, the Center of the 'New Hallyu Craze'|url=https://pressreels.com/bts-jimin-is-very-popular-in-india-the-center-of-the-new-hallyu-craze/6024|magazine=Pressreels|access-date=3 January 2021}}</ref><ref>{{Cite web|url=https://musically.com/2021/04/07/spotifys-six-point-strategy-for-cracking-india/|title=Spotify's Six-point Strategy for Cracking India|last=Gurbaxani|first=Amit|date=7 April 2021|website=Music Ally|access-date=7 April 2021}}</ref> He became the epicenter of New Hallyu Wave with major coverage from mainstream media that included celebrity fans from Indian entertainment industry like [[A. R. Rahman]], [[Armaan Malik]], [[Ayushmann Khurrana|Ayushman Krurana]], Ayesha Kaduskar, [[Badshah (rapper)|Badshah]], [[Bhuvan Bam]], [[Diljit Dosanjh]], [[Deepika Padukone]], [[Disha Patani]], [[Kajol]], [[Kapil Sharma (comedian)|Kapil Sharma]], [[Nargis Fakhri]] and [[Pooja Hegde]].<ref>{{Cite news|author=<!--Not stated-->|date=12 January 2021|title=Kajol Spills the Beans on Her Favourite Korean Drama and We're Not Even Surprised|url=https://www.freepressjournal.in/entertainment/bollywood/kajol-spills-the-beans-on-her-favourite-korean-drama-and-were-not-even-surprised|work=The Free Press Journal|access-date=12 January 2021}}</ref><ref>{{Cite news|author=<!--Not stated-->|date=2 February 2021|title=BTS: From AR Rahman to Ayushmann Khurrana, 7 Indian Celebs Who Are Fans of the K-pop Band|url=https://www.bollywoodlife.com/hollywood/bts-from-ar-rahman-to-ayushmann-khurrana-7-indian-celebs-who-are-fans-of-the-k-pop-band-1770101/|work=Bollywood Life|publisher=Zee Entertainment Enterprises|access-date=13 February 2021}}</ref><ref>{{Cite news|last=Naik|first=Mamta|date=28 January 2020|title=BTS: AR Rahman to Ayushmann Khurrana, Indian Celebs Who Are Fond of the K Pop Band|url=https://www.pinkvilla.com/photos/bts/bts-ar-rahman-ayushmann-khurrana-indian-celebs-who-are-fond-k-pop-band-503171|work=Pinkvilla|access-date=13 February 2021}}</ref><ref>{{Cite news|last=Mane|first=Anwaya|date=6 April 2021|title=Bollywood Celebrities Who Are K Pop Fans, Ft AR Rahman & Ayushmann Khurrana|url=https://www.pinkvilla.com/entertainment/bollywood-celebrities-who-are-k-pop-fans-ft-ar-rahman-ayushmann-khurrana-686067|work=Pinkvilla|access-date=7 April 2021}}</ref><ref name="Ramya Palisetty">{{Cite magazine|last=Palisetty|first=Ramya|date=24 May 2021|title=Pooja Hegde Is Spending Her Days Listening to K-pop in Pyjamas|url=https://www.indiatoday.in/movies/regional-cinema/story/pooja-hegde-is-spending-her-days-listening-to-k-pop-in-pyjamas-1806288-2021-05-24|magazine=India Today|access-date=24 May 2021}}</ref> As per Big Data Hallyu Market Research 2021 conducted by [[Ministry of Culture, Sports and Tourism]], [[Jungkook]] became the most popular K-pop artist in India.<ref>{{Cite web |date=2022-04-20 |title=BTS' Golden Maknae Jungkook is Most Popular K-Pop Star in India, Finds Research |url=https://www.news18.com/news/movies/bts-golden-maknae-jungkook-is-most-popular-k-pop-star-in-india-finds-research-5018083.html |access-date=2022-05-02 |website=News18 |language=en}}</ref> As per Armaan Malik, K-pop is now transfomed from a music genre to a popular cultural universe that has unique storylines, meaningful lyrics etc.<ref>{{Cite news|author=<!--Not stated-->|date=26 May 2021|title=Armaan Malik on 'Echo', Music Beyond Bollywood and Why EXO's Chen Is His Dream K-pop Collaboration|url=https://www.news18.com/news/movies/armaan-malik-on-echo-love-for-exo-and-why-chen-is-his-dream-k-pop-collaboration-3775898.html|work=CNN-News18|access-date=26 May 2021}}</ref> The ever increasing k-pop, k-drama fandom in India also started drawing media attention due to their various social projects that included those from [[UNICEF]], [[World Wide Fund for Nature]] to [[COVID-19 pandemic]] relief.<ref name="Zeeshan Javed">{{Cite news|last=Javed|first=Zeeshan|date=30 December 2020|title=BTS Army Raises Rs 20,000 for K-pop Singer's Birthday, Plays Santa to Old Age Home Residents|url=https://timesofindia.indiatimes.com/city/kolkata/bts-army-raises-rs-20000-for-k-pop-singers-birthday-plays-santa-to-old-age-home-residents/articleshow/80017250.cms|work=The Times of India|access-date=3 January 2021}}</ref><ref>{{Cite news|last=Tusing|first=David|date=25 April 2021|title=Indian Fans of K-pop Group BTS Help Raise $29,000 for Covid-19 Relief in Less than 24 Hours|url=https://www.thenationalnews.com/arts-culture/music/indian-fans-of-k-pop-group-bts-help-raise-29-000-for-covid-19-relief-in-less-than-24-hours-1.1210568|work=The National|access-date=25 April 2021}}</ref><ref>{{Cite news|last=Biswas|first=Sneha|date=12 May 2021|title=Exclusive! Indian Fans Celebrate 15 Years of Lee Min Ho's Debut with Donations to Sonu Sood's Covid-relief Charity|url=https://timesofindia.indiatimes.com/web-series/news/korean/exclusive-indian-fans-celebrate-15-years-of-lee-min-hos-debut-with-donations-to-sonu-soods-covid-relief-charity/articleshow/82571157.cms|work=The Times of India|access-date=13 May 2021}}</ref> The respectful, humbleness and versatility of Korean culture is now positively affecting family bonding in India bringing members of all age groups together.<ref>{{Cite news|last=Roy|first=Dyuti|date=2 October 2021|title=Delhi Rides the Korean Wave|url=https://www.newindianexpress.com/cities/delhi/2021/oct/02/delhi-rides-the-korean-wave-2366609.html|work=The New Indian Express|access-date=2 October 2021}}</ref>

As per end of the year report 2020 published by Duolingo, Korean became the second fastest growing language on the platform and the seventh most popular language of study due to growing popularity of Korean wave around the world; it has grown to become the platform's top ranker (#1) in most popular language course taken in [[Bhutan]], [[Brunei]], [[Myanmar]], and the [[Philippines]] as of 2020, up from a single country only (Brunei) in its previous year.<ref>{{Cite web|url=https://blog.duolingo.com/global-language-report-2020/|title=2020 Duolingo Language Report: Global Overview|last=Blanco|first=Cindy|date=15 December 2020|website=Duolingo Blog|publisher=Duolingo|access-date=17 February 2021}}</ref>
United States Modern Language Association found university students in the country opting for Korean language has been doubled from 2006 to 2016. From 13 [[King Sejong Institute]]s till 2007, it has now increased to 213 branches across 76 countries. Korean also became the fastest growing foreign language in Mexico and United States in 2020. The generation born after 1997 are the major demographic attracted to Korean wave that helped growing influence of Korean soft power around the world.<ref>{{Cite news|last=Kim|first=Regina|date=7 February 2021|title=Korean Language Learning Booming on Back of Hallyu: Report|url=https://www.koreaherald.com/view.php?ud=20210207000090|work=The Korea Herald|access-date=12 February 2021}}</ref> As per King Sejong Institute, more students in India are now applying for Korean language [[Course (education)|course]] and [[Test of Proficiency in Korean]] (TOPIK) due to Hallyu and [[foreign direct investment]] (FDI) from South Korea.<ref name="Outlook" /><ref>{{Cite news|last=Baruah|first=Sukrita|date=20 January 2019|title=Job Prospects, K-pop Fuel Korean Language Interest|url=https://indianexpress.com/article/education/job-prospects-k-pop-fuel-korean-language-interest-5546687/|work=The Indian Express|access-date=29 September 2020}}</ref>

Indian [[Millennials]] and [[Generation Z]] are showing more affinity towards Hallyu.<ref>{{Cite web |last=Kandula |first=Vasavi |date=2022-03-22 |title=From K-Pop To K-Drama: How Indian Teens Can't Get Enough Of The Korean Wave |url=https://www.indiatimes.com/entertainment/kpop-kdrama-wave-in-india-564526.html |access-date=2022-05-12 |website=IndiaTimes |language=en-IN}}</ref> They are able to absorb popular Korean attributes due to cultural similarities found in habit, behavior, manners, food, words and their syllables.<ref>{{Cite news|last=Chitransh|first=Anugya|date=3 June 2012|title='Korean Wave' Takes Indian Kids in Its Sway|url=https://timesofindia.indiatimes.com/india/korean-wave-takes-indian-kids-in-its-sway/articleshow/13753051.cms|work=The Times of India|access-date=13 October 2020}}</ref><ref>{{Cite news|last=Madhavan|first=D.|date=7 November 2015|title=Words That Speak of an Enduring Link Between Tamil and Korean|url=https://www.thehindu.com/news/cities/chennai/words-that-speak-of-an-enduring-link-between-tamil-and-korean/article7853212.ece|work=The Hindu|access-date=13 October 2020}}</ref> Teenagers are becoming the fastest growing consumer of Hallyu.<ref>{{Cite news|last=Chatterjee|first=Arpita|date=19 April 2021|title=After K-pop, K-drama Is the New Cool Among Millennials|url=https://in.news.yahoo.com/after-k-pop-k-drama-is-the-new-cool-among-millennials-054527751.html|work=Yahoo News|archive-url=https://web.archive.org/web/20210420130645/https://in.news.yahoo.com/after-k-pop-k-drama-is-the-new-cool-among-millennials-054527751.html|archive-date=20 April 2021}}</ref><ref>{{Cite news|author=<!--Not stated-->|date=5 September 2021|title=Pankaj Tripathi's Daughter Is Part of BTS ARMY, Likes K-drama Actors: 'She Doesn't Watch Any Indian Actor'|url=https://www.hindustantimes.com/entertainment/bollywood/pankaj-tripathi-s-daughter-is-part-of-bts-army-likes-k-drama-actors-she-doesn-t-watch-any-indian-actor-101630833402891.html|work=Hindustan Times|access-date=5 September 2021}}</ref> Due to huge diversity in language, youngsters are able to pick up Korean lingo such as ''Eonnie, Oppa, Aigoo, Daebak, Kamsahmnida, Annyeonghaseyo, Saranghae'' into daily conversations with ease.<ref name="Shalini Umachandran" /><ref name="Puja Talwar" /> ''Ommo'' became the most commonly used Korean word.<ref>{{Cite news|last=Borah|first=Prabalika M.|date=13 October 2021|title=Indian Vernacular, with a Dash of Korean Lingo|url=https://www.thehindu.com/society/korean-drama-culture-wave-across-india-in-everday-language-conversation-bts/article36979919.ece|work=The Hindu|access-date=15 October 2021}}</ref> With joint-recommendation from Korean Cultural Center and South Korean Embassy, [[Ministry of Education (India)|Ministry of Education]] included Korean as part of second language study for students in [[National Education Policy 2020]].<ref>{{Cite web|url=https://www.allkpop.com/article/2020/07/india-chooses-korean-as-the-second-language-study-for-their-students|title=India Chooses Korean as the Second Language Study for Their Students|author=haydn-an|date=31 July 2020|website=Allkpop|publisher=6Theory Media|access-date=14 October 2020}}</ref><ref>{{Cite news|surname=Song|given=Seung-hyun|date=9 August 2020|title=Korean to Be Taught as Foreign Language at India's Schools|url=https://www.koreaherald.com/view.php?ud=20200807000736|work=The Korea Herald|access-date=20 November 2020}}</ref> With growing demand for the language, KCCI raised its student intake capacity 14 times from 300 to 4200 while also expanding Korean education programme in the country with [[Central Board of Secondary Education]] (CBSE).<ref>{{Cite news|author=<!--Not stated-->|date=8 February 2021|title=Korean Culture Centre India Increases Seats 14-fold to 4,200|url=https://www.financialexpress.com/education-2/korean-centre-increases-seats-14-fold/2189833/|work=The Financial Express|access-date=5 March 2021}}</ref> [[Korea Foundation]] and Korean Cultural Center started workshop on language and culture, history, politics, economy of South Korea for school administrators of [[secondary education]] in India.<ref>{{Cite news|author=<!--Not stated-->|date=7 September 2021|title=2nd Korean Studies Workshop Held|url=https://www.thesangaiexpress.com/Encyc/2021/9/7/IMPHAL-Sep-7The-2nd-Korean-Studies-Workshop-for-Indian-Educators-was-held-virtually-on-Septembe.html|work=The Sangai Express|access-date=8 September 2021}}</ref><ref name="Lokmat Times">{{Cite news |author=<!--Not stated--> |date=16 September 2021 |title=S. Korea Sways India's Millennials with Rice, Rhythm, Entertainment |work=Lokmat Times |agency=Indo-Asian News Service |url=https://www.lokmattimes.com/international/s-korea-sways-indias-millennials-with-rice-rhythm-entertainment/ |access-date=16 September 2021}}</ref> In 2021, Korean Cultural Center with [[Jawaharlal Nehru University]] (JNU) started Korean language teacher training course.<ref name="The New Indian Express">{{Cite news|author=<!--Not stated-->|date=6 October 2021|title='K' Wave Sweeps India with Dramas, Music and More|url=https://www.newindianexpress.com/entertainment/2021/oct/06/k-wave-sweeps-india-with-dramas-music-and-more-2368398.html|work=The New Indian Express|agency=Press Trust of India|access-date=6 October 2021}}</ref>

160,000 students around the world are learning Korean language due to Korean Wave in 2020. As per government data from Overseas Korean Language Education Assistance 2021, a total of 1,669 elementary, middle and high schools in 39 countries included Korean in their language curriculum with participation of 159,864 students in 2020. From 2019, there is an increase of 14,555 students with nine additional countries teaching Korean language. Vietnam designated Korean as first foreign language apart from Chinese and English for school students in February 2021. The Ministry of Education will invest US$20.7 million in 2021 for Korean language training at 1,800 schools in 43 countries. In view of growing demand for TOPIK, the paper based test system will be replaced by digitized test system from 2023.<ref>{{Cite news|last=Choi|first=Ye-na|date=15 March 2021|title=Nearly 160,000 Students Overseas Learned Korean in 2020|url=https://www.donga.com/en/article/all/20210315/2501584/1|work=The Dong-a Ilbo|access-date=15 March 2021}}</ref>

Korean dramas are influencing the demand of Korean food culture in India.<ref>{{Cite news|last=Menon|first=Priya|date=17 January 2021|title=Baekban or Thali?|url=https://timesofindia.indiatimes.com/city/chennai/baekban-or-thali/articleshow/80306803.cms|work=The Times of India|access-date=30 June 2021}}</ref><ref>{{Cite news|last1=Tandon|first1=Suneera|last2=Jha|first2=Lata|date=30 June 2021|title=Popularity of Korean Shows Creates Opportunity for Korean Packaged Foods|url=https://www.livemint.com/industry/retail/popularity-of-korean-shows-creates-opportunity-for-korean-packaged-foods-11625060242845.html|work=Mint|access-date=30 June 2021}}</ref> As per Korean Cultural Center, developing taste for Korean food takes some time for foreigners to adjust but Indians on the contrary open-heartedly accepted it. Experts view similarity in cooking techniques like frying, boiling, commonality of ingredients such as rice, noodles, vegetables, meat, sesame oil, chilli, pepper, soy etc. and the sharpness of flavour and spices made Korean cuisines familiar for Indian taste.<ref>{{Cite news|last=Lal|first=Niharika|date=17 October 2021|title=K-pop, K-drama Driving Interest in K-cuisine in India|url=https://timesofindia.indiatimes.com/life-style/food-news/k-pop-k-drama-driving-interest-in-k-cuisine-in-india/articleshow/87068179.cms|work=The Times of India|access-date=7 March 2021}}</ref><ref>{{Cite web |last=Pereira |first=Lindsay |date=2022-05-08 |title=K-razy kiya re |url=https://www.mid-day.com/sunday-mid-day/article/k-razy-kiya-re-23226216 |access-date=2022-05-12 |website=Mid-day |language=en}}</ref> According to [[GlobalData]], hallyu influenced the demand of Korean food among every age group in Indian population. [[Amazon (company)|Amazon]], [[Flipkart]], Bigbasket, [[Swiggy]] are showing positive sales for Korean ingredients. [[Zomato]] registered 45% increase in demand from across the country for [[Korean cuisine]] after the release of ''[[Squid Game]]''. Online search for kimchi, [[japchae]], [[gimbap]] and ramyeon recipes are all-time high. Supply constraint is driving premiumization of Korean food but number of restaurants and cafés are also increasing to decrease the price and make it more affordable for large section of consumers. Market analysts view it as the start of Korean food culture going mainstream just like [[Indian Chinese cuisine]].<ref>{{Cite press release|author=<!--Not stated-->|date=17 November 2021|title=COVID-19 Proving Lucrative for Korean Food Brands in India, Says GlobalData|url=https://www.globaldata.com/covid-19-proving-lucrative-korean-food-brands-india-says-globaldata/|publisher=GlobalData|access-date=17 November 2021}}</ref><ref>{{Cite news|last=Sahay|first=Priyanka|date=21 October 2021|title=India Binges on Bibimbap and Tteokbokki, While Devouring Squid Game|url=https://www.moneycontrol.com/news/business/startup/india-binges-on-bibimbap-and-tteokbokki-while-devouring-squid-game-7606481.html|work=Moneycontrol|publisher=e-Eighteen.com|access-date=21 October 2021}}</ref> Hallyu made cross cultural marriage among Indians and Koreans more mainstream.<ref>{{Cite web |last1=Khandelwal |first1=Heena |last2=Patil |first2=Nimisha |date=2022-05-01 |title=OTT inspired shaadis |url=https://www.mid-day.com/sunday-mid-day/article/ott-inspired-shaadis-23225212 |access-date=2022-05-02 |website=Mid-day |language=en}}</ref>

=== Political and economic ===

In 2012, a poll conducted by the [[BBC]] revealed that public opinion of [[South Korea]] had been improving every year since data began to be collected in 2009. In countries such as China, France, India and Russia public opinion of South Korea turned from "slightly negative" to "generally positive".<ref>{{Cite web|url=https://globescan.com/2012/05/10/views-of-europe-slide-sharply-in-global-poll-while-views-of-china-improve/|title=Views of Europe Slide Sharply in Global Poll, While Views of China Improve|author=<!--Not stated-->|date=10 May 2012|website=GlobeScan|access-date=29 December 2012}}</ref> This increase in '[[soft power]]' corresponded with a surge in exports of US$4.3&nbsp;billion in 2011.<ref name="Christian Oliver">{{Cite news|last=Oliver|first=Christian|date=10 February 2012|title=South Korea's K-pop Takes Off in the West|url=https://www.ft.com/content/ddf11662-53c7-11e1-9eac-00144feabdc0|url-access=limited|work=Financial Times|access-date=30 July 2013}}</ref> For views on South Korea, [[Korean Culture and Information Service]] (KCIS) conducted a survey among 16 countries with 8000 participants during 2018–19 in which Russia gave the most positive public feedback at 94.8%, followed by India with 91.8% and Brazil with 91.6% respectively.<ref>{{Cite news|surname=Yoon|given=So-yeon|date=4 February 2020|title=Around the World, Hallyu Boosts the Image of Korea|url=https://koreajoongangdaily.joins.com/2020/02/04/etc/Around-the-world-Hallyu-boosts-the-image-of-Korea/3073366.html|work=Korea JoongAng Daily|access-date=28 September 2020}}</ref>

Korean producers have capitalized on high demand in Asia due to the popularity of Korean media, which enabled [[Korean Broadcasting System|KBS]] to sell its 2006 drama ''[[Spring Waltz]]'' to eight Asian countries during its pre-production stage in 2004.<ref name="Jeongmee Kim" />

The following data is based on government statistics:

{| class="wikitable sortable"
|-
! !! 2008<ref>{{Cite news|author=<!--Not stated-->|date=25 January 2010|title=Hallyu, Yeah!|url=https://www.economist.com/asia/2010/01/25/hallyu-yeah|newspaper=The Economist|access-date=18 February 2011}}</ref>!! 2009<ref name="Christian Oliver" />!! 2010<ref name="The Chosun Ilbo">{{Cite news|author=<!--Not stated-->|date=12 December 2012|title=Korean Cultural Exports Still Booming|url=https://english.chosun.com/site/data/html_dir/2012/12/12/2012121201407.html|work=The Chosun Ilbo|access-date=4 March 2015}}</ref>!! 2011<ref name="The Chosun Ilbo" /> !! 2012<ref>{{Cite news|surname=Bae|given=Ji-sook|date=12 February 2013|title=Hallyu Seeks Sustainability|url=https://www.koreaherald.com/view.php?ud=20130212001037|work=The Korea Herald|access-date=21 March 2013|quote=According to the Hallyu Future Strategy Forum's 2012 report, hallyu was worth 5.6 trillion won in economic value and 95 trillion won in asset value.}}</ref>
|-
| Total value of cultural<br />exports (in USD billions)
| 1.8
| 2.6
| 3.2
| 4.3
| 5.02
|}
The following data is from the Korea Creative Contents Agency (part of the Korean [[Ministry of Culture, Sports and Tourism|Ministry of Culture, Sports, and Tourism]]) for the first quarter of the 2012 fiscal year:
{| class="wikitable sortable"
|-
! [[Creative industries|Creative industry]] sector !! Total revenue (KRW) !! Exports (KRW)
|-
| [[Korean animation|Animation]]<ref name="Korea Creative Contents Agency 애니메이션/케릭터산업편">{{Cite web|url=https://www.kocca.kr/knowledge/internal/deep/__icsFiles/afieldfile/2012/07/16/TfuxId2TBVsP.pdf|script-title=ko:2012년 1분기 콘텐츠산업 동향분석보고서 (애니메이션/케릭터산업편)|trans-title=2012 Q1 Contents Industry Trend Analysis Report (Animation/Character Industries)|language=ko|author=<!--Not stated-->|date=16 July 2012|script-website=ko:한국콘텐츠진흥원|trans-website=Korea Creative Content Agency|access-date=13 August 2012}}</ref> || {{val|135.5|u=billion|p=[[South Korean won|₩]]}}|| {{val|35.2|u=billion|p=₩}}
|-
| [[Television in South Korea|Broadcasting]]<ref>{{Cite web|url=https://www.kocca.kr/knowledge/internal/deep/__icsFiles/afieldfile/2012/07/16/TSBdE0M0Qw6I.pdf|script-title=ko:2012년 1분기 콘텐츠산업 동향분석보고서 (방송(방송영상독립제작사포함)산업편)|trans-title=2012 Q1 Contents Industry Trend Analysis Report (Broadcasting (Including Independent Broadcasting Video Producers) Industry)|language=ko|author=<!--Not stated-->|date=16 July 2012|script-website=ko:한국콘텐츠진흥원|trans-website=Korea Creative Content Agency|access-date=13 August 2012}}</ref> || {{val|213.5|u=billion|p=₩}}|| {{val|2.2|u=billion|p=₩}}
|-
| Cartoon<ref name="Korea Creative Contents Agency 출판/만화산업편">{{Cite web|url=https://www.kocca.kr/knowledge/internal/deep/__icsFiles/afieldfile/2012/07/16/Qfm2tYVmSFxU.pdf|script-title=ko:2012년 1분기 콘텐츠산업 동향분석보고서 (출판/만화산업편)|trans-title=2012 Q1 Contents Industry Trend Analysis Report (Publishing/Cartoon Industries)|language=ko|author=<!--Not stated-->|date=16 July 2012|script-website=ko:한국콘텐츠진흥원|trans-website=Korea Creative Content Agency|access-date=13 August 2012}}</ref> || {{val|183.2|u=billion|p=₩}} || {{val|4.7|u=billion|p=₩}}
|-
| Character<ref name="Korea Creative Contents Agency 애니메이션/케릭터산업편" /> || {{val|1882.9|u=billion|p=₩}} || {{val|111.6|u=billion|p=₩}}
|-
| [[Video gaming in South Korea|Gaming]]<ref>{{Cite web|url=https://www.kocca.kr/knowledge/internal/deep/__icsFiles/afieldfile/2012/07/16/Gbxq7LJyka6V.pdf|script-title=ko:2012년 1분기 콘텐츠산업 동향분석보고서 (게임산업편)|trans-title=2012 Q1 Contents Industry Trend Analysis Report (Gaming Industry)|language=ko|author=<!--Not stated-->|date=16 July 2012|script-website=ko:한국콘텐츠진흥원|trans-website=Korea Creative Content Agency|access-date=13 August 2012}}</ref> || {{val|2412.5|u=billion|p=₩}} || {{val|662.5|u=billion|p=₩}}
|-
| [[Education in South Korea|Knowledge/Information]]<ref>{{Cite web|url=https://www.kocca.kr/knowledge/internal/deep/__icsFiles/afieldfile/2012/07/16/eo8VCXEMHhAj.pdf|script-title=ko:2012년 1분기 콘텐츠산업 동향분석보고서 (지식정보산업편)|trans-title=2012 Q1 Contents Industry Trend Analysis Report (Knowledge/Information Industry)|language=ko|author=<!--Not stated-->|date=16 July 2012|script-website=ko:한국콘텐츠진흥원|trans-website=Korea Creative Content Agency|access-date=13 August 2012}}</ref> || {{val|2123.1|u=billion|p=₩}}|| {{val|105.2|u=billion|p=₩}}
|-
| [[Cinema of South Korea|Motion Picture]]<ref>{{Cite web|url=https://www.kocca.kr/knowledge/internal/deep/__icsFiles/afieldfile/2012/07/16/BIFcJrNyEpH0.pdf|script-title=ko:2012년 1분기 콘텐츠산업 동향분석보고서 (영화산업편)|trans-title=2012 Q1 Contents Industry Trend Analysis Report (Movie Industry)|language=ko|author=<!--Not stated-->|date=16 July 2012|script-website=ko:한국콘텐츠진흥원|trans-website=Korea Creative Content Agency|access-date=13 August 2012}}</ref> || {{val|903.8|u=billion|p=₩}}|| {{val|15.6|u=billion|p=₩}}
|-
| [[Music of Korea|Music]]<ref>{{Cite web|url=https://www.kocca.kr/knowledge/internal/deep/__icsFiles/afieldfile/2012/07/16/dyBE6FyqBpib.pdf|script-title=ko:2012년 1분기 콘텐츠산업 동향분석보고서 (음악산업편)|trans-title=2012 Q1 Contents Industry Trend Analysis Report (Music Industry)|language=ko|author=<!--Not stated-->|date=16 July 2012|script-website=ko:한국콘텐츠진흥원|trans-website=Korea Creative Content Agency|access-date=13 August 2012}}</ref> || {{val|997.3|u=billion|p=₩}} || {{val|48.5|u=billion|p=₩}}
|-
| Publishing<ref name="Korea Creative Contents Agency 출판/만화산업편" /> || {{val|5284.6|u=billion|p=₩}} || {{val|65|u=billion|p=₩}}
|}

With awareness, acceptance and demand of K-beauty products among working women within the age group of 25 to 40 years, [[Amorepacific Corporation]] became the first Korean cosmetics company to enter India, setting shop near New Delhi in 2013. As per e-commerce platform [[Nykaa]], [[Innisfree (brand)|Innisfree]] and [[The Face Shop]] are Top 10 beauty brands on demand that helped 15% increase in sales figure while capturing 8% of all online skin care product sales.<ref name=":2" /> It also launched a Global Store in 2021 for its mobile users to bring more South Korean cosmetic brands into India.<ref>{{Cite news|author=<!--Not stated-->|date=6 July 2021|title=Nykaa Launches The Global Store to Offer International Beauty, Skincare Brands in India|url=https://www.cnbctv18.com/business/nykaa-launches-the-global-store-to-offer-international-beauty-skincare-brands-in-india-9891311.htm|work=CNBC TV18|agency=Press Trust of India|access-date=7 July 2021}}</ref> They are seen as natural and chemical-free alternative to many well established Western brands. By 2014, other Indian e-commerce platforms such as [[Flipkart]], [[Jabong]] and [[Myntra]] also started selling Korean beauty products due to rising sales revenue. At the same time many Korean [[Expatriate]] living in India started their own specialized services like Korikart, KoreanShop by Brics India Trade to capture the growing demand for all things coming from South Korea. [[Amazon (company)|Amazon]] confirmed huge demand for Korean beauty products beyond tier-1 metro cities. After [[Comprehensive Economic Partnership Agreement between India and South Korea]], [[KOTRA]] helped various Korean brands enter India<ref>{{Cite news|last=Bhattacharya|first=Ananya|date=26 July 2019|title=Flipkart Says Indians Are Adding Korean Beauty Products to Their Carts like Never Before|url=https://qz.com/india/1673898/flipkart-says-india-loves-korean-brands-innisfree-the-face-shop/|work=Quartz|access-date=2 October 2020}}</ref><ref>{{Cite news|last=Dutta|first=Arnab|date=10 November 2015|title=Koreans Enter India with Beauty Products|url=https://www.business-standard.com/article/companies/koreans-enter-india-with-beauty-products-115110901028_1.html|work=Business Standard|access-date=2 October 2020}}</ref> South Korean Pizza chain Mr. Pizza entered India in 2016.<ref>{{Cite news|surname=Lee|given=Hyo-sik|date=6 December 2016|title=Mr. Pizza Korea Enters India|url=https://www.koreatimes.co.kr/www/tech/2016/12/693_219618.html|work=The Korea Times|access-date=15 September 2021}}</ref> Demand from Indian retail segment pushed brands such as [[Laneige]], Belif, and Cosrx to start launching products exclusively for India from 2019 which briefly decreased due to [[COVID-19 pandemic]] but later labels like Accoje and Aroma Yong resumed their product launches from July 2020 onwards.<ref>{{Cite news|last=Sunadh|first=Latha|date=5 August 2020|title=Two New Korean Beauty Labels Accoje and Aroma Yong Now Officially in India|url=https://www.lifestyleasia.com/ind/beauty-grooming/skincare/two-new-korean-beauty-labels-accoje-and-aroma-yong-now-officially-in-india/|work=Lifestyle Asia|access-date=13 October 2020}}</ref> Without any official marketing and distribution, craze of K-pop and K-drama alone pushed growth of K-beauty segment 3.5 times in [[Amazon (company)|Amazon]] and [[Nykaa]].<ref name=":0" /> As per Euromonitor International, the value of K-beauty market in India reached ₹166 billion till 2020.<ref name=":1" /> As part of brand engagement strategy in India, [[Kia Motors]] collaborated with K-pop girl band [[Blackpink]] to increase car sales among young customers while at the same time help in diffusion of authentic K-Pop culture.<ref>{{Cite web|url=https://www.carandbike.com/news/kia-motors-announces-lucky-drive-to-seoul-contest-for-k-pop-fans-in-india-2123583|title=Kia Motors Announces Lucky Drive to Seoul Contest for K-pop Fans in India|last=Contractor|first=Sameer|date=28 October 2019|website=carandbike|publisher=Fifth Gear Ventures|access-date=5 October 2020}}</ref> Increasing investment and job prospects from Korean Chaebols helped to make Korean language studies popular in India.<ref>{{Cite news|author=<!--Not stated-->|date=19 December 2016|title=Korean Language Studies Increasingly Popular in India|url=https://en.yna.co.kr/view/AEN20161219009700315|work=Yonhap News Agency|access-date=24 November 2020}}</ref> South Korea saw a 5% year on year growth in 2020 for its agricultural export with 20% growth coming from Australia, India and US. The maximum surge in Korean wave related exports is coming from [[ASEAN]] member states and India.<ref>{{Cite news|surname=Shin|given=Hyun-gon|date=16 September 2020|title=Surge of K-food amid Coronavirus Pandemic|url=https://www.koreatimes.co.kr/www/opinion/2020/09/197_296116.html|work=The Korea Times|access-date=4 July 2021}}</ref>

From the start of the [[COVID-19 lockdown in India]], Google search trend showed greater interest in Korean food with increasing visibility of Korean noodle brands such as [[Shin Ramyun]] and [[Samyang Food|Samyang]] on local supermarket shelves. E-commerce platform Korikart that deals with South Korean sellers and Indian buyers reported a growth of 300% during the lockdown period. [[Korea Trade-Investment Promotion Agency]] in association with [[Amazon (company)|Amazon]] opened online Korean Store to help ease the availability of products coming from South Korea such as [[kimchi]] sauce, roasted [[Seaweed farming|seaweed]] sheets, instant [[tteokbokki]], spicy shrimp flavored crackers etc.<ref>{{Cite web|url=https://www.newsvoir.com/release/the-korean-wave-in-india-helps-korikart-continue-to-grow-by-leaps-and-bounds-15214.html|title=The Korean Wave in India Helps Korikart Continue to Grow by Leaps and Bounds|author=<!--Not stated-->|date=9 December 2020|website=NewsVoir|access-date=9 December 2020}}</ref><ref>{{Cite web|url=https://kpophighindia.com/exclusive-interview-kotra-in-association-with-amazon-india-launches-korean-store/|title=[EXCLUSIVE Interview] KOTRA in Association with AMAZON India Launches 'Korean Store'|author=<!--Not stated-->|date=10 August 2020|website=KPOP HIGH INDIA|access-date=9 December 2020}}</ref><ref>{{Cite web|url=https://www.afaqs.com/news/mktg/ramen-skincare-bts-and-k-dramas-a-look-at-the-rise-of-korean-culture-in-india|title=Ramen, Skincare, BTS and K-dramas&nbsp;... A Look at the Rise of Korean Culture in India|last=Ramesh|first=Aishwarya|date=9 December 2020|website=afaqs!|access-date=9 December 2020}}</ref> Korean wave helped many Chinese retailers too like Mumuso,<ref>{{Cite magazine|last=Heng|first=Emily|date=17 July 2018|title=This Retailer Has Been Posing as a Korean Brand and Has Recently Been Exposed|url=https://dailyvanity.sg/news/is-mumuso-from-korea|magazine=Daily Vanity|access-date=3 January 2021}}</ref><ref>{{Cite news|last=Kang|first=H. M.|date=24 October 2019|title=Fake Korean Brand Retains Korean Office Despite Court Order|url=http://koreabizwire.com/fake-korean-brand-retains-korean-office-despite-court-order/146508|work=Korea Bizwire|access-date=3 January 2021}}</ref> 2358 Store that give impression of being Korean to enter and expand into India.<ref>{{Cite news|author=<!--Not stated-->|date=5 January 2020|title=South Korean Lifestyle Brand Mumuso Eyes Aggressive Expansion in India|url=https://www.businessinsider.in/business/news/south-korean-lifestyle-brand-mumuso-eyes-aggressive-expansion-in-india/articleshow/73110777.cms|work=Business Insider India|agency=Press Trust of India|access-date=3 January 2021}}</ref><ref>{{Cite web|url=https://in.fashionnetwork.com/news/Korea-inspired-fashion-brand-2358-to-open-100-franchise-stores-in-india-in-2020,1195710.html|title=Korea-inspired Fashion Brand 2358 to Open 100 Franchise Stores in India in 2020|last=Crossley|first=Isabelle|date=11 March 2020|website=Fashion Network|access-date=3 January 2021}}</ref><ref>{{Cite news|author=<!--Not stated-->|date=12 March 2020|title=1, 2, 3, 5, 8&nbsp;... Calcutta Sees Spike in K-style|url=https://www.telegraphindia.com/culture/style/1-2-3-5-8-calcutta-sees-spike-in-k-style/cid/1753095|work=The Telegraph|access-date=3 January 2021}}</ref> The Korean wave helped in creation of new Korean entrepreneurs in India who first came from South Korea as employees of large corporations post 1990's [[Economic liberalisation in India|economic liberalisation]] but now starting their own independent ventures such as speacility business in the country.<ref name=":3" /> After acquiring cross border payment startup Momoe Technologies, the skyrocketing popularity of Korean wave made [[ShopClues]] enter into agreement with KOTRA and [[Qoo10]] to help South Korean enterprises with the marketing and branding of their products in Indian online and offline markets.<ref>{{Cite web|url=https://in.fashionnetwork.com/news/Shopclues-signs-mou-with-kotra-to-sell-korean-products,1190797.html|title=Shopclues Signs MoU with KOTRA to Sell Korean Products|last=Martins|first=Maverick|date=26 February 2020|website=Fashion Network|access-date=18 May 2021}}</ref><ref>{{Cite news|last=Chanchani|first=Madhav|date=15 July 2016|title=ShopClues Acquires Bengaluru-based Startup Momoe in a Bid to Build Payments Business|url=https://economictimes.indiatimes.com/small-biz/startups/shopclues-acquires-bengaluru-based-startup-momoe-in-a-bid-to-build-payments-business/articleshow/53217999.cms|work=The Economic Times|access-date=18 May 2021}}</ref> South Korean cosmetic brands are now targeting $7.1&nbsp;billion market opportunity in India which is the eighth largest in the world.<ref>{{Cite web|url=https://www.indianretailer.com/article/whats-hot/trends/why-korean-retail-brands-are-betting-big-on-india.a6859/|title=Why Korean Retail Brands Are Betting Big on India|surname=Seo|given=Youngdoo|date=25 February 2021|website=Indian Retailer|publisher=Franchise India Holdings|access-date=25 February 2021}}</ref>

Korean Wave increased the curiosity and made people take more interest on South Korea. This lead [[Korea Foundation]] in collaboration with the [[Academy of Korean Studies]] to start giving grants to academic institutions in Central America, Central Asia, South America, South Asia and the Pacific to diversify Korean studies which till now is high concentrated around North America and Western Europe that in return helps South Korea build international support base. In 1991, Korean Studies were limited to 151 universities in 32 countries which by the end of December 2020 increased to 1,411 universities in 107 countries. The grants are customized based on national characteristics and development stage with noticeable progress seen after 2010 in countries such as India, Indonesia, Russia and Thailand.<ref>{{Cite news|surname=Kwon|given=Mee-yoo|date=8 January 2021|title=Korean Studies Diversify, Expand, Thanks to Hallyu|url=https://www.koreatimes.co.kr/www/culture/2021/01/199_302058.html|work=The Korea Times|access-date=8 January 2021}}</ref>

As per [[Korea Customs Service]] (KCS), there is a 29.3% increase in export of Korean ramyeon instant noodles that hit the record of US$603&nbsp;million. It is now four times greater than the largest food export item Kimchi. China, USA, Japan, Thailand and Philippines are the five largest importing market for the product. As per South Korean food and beverage company [[Nongshim]], its factory in China and USA are running in full capacity to fulfill the demand of export orders in 2021. In 2018, Chinese citizens selected ramyeon as South Korean luxury product of the year. Year 2020 saw the maximum increase in sales of ramyeon in USA due to Kpop boy band BTS and Academy award-winning movie Parasite. Due to rise of [[Mukbang]] videos created by Korean internet users on YouTube, product sales of Samyang especially its [[Fire noodles|fire noodle]] variety saw major growth in sales around the world.<ref>{{Cite news|last=Choon|first=Chang May|date=27 February 2021|title=Latest Chart Topper in the Korean Wave: Ramyeon or Instant Noodles|url=https://www.straitstimes.com/asia/east-asia/latest-poster-boy-for-the-korean-wave-ramyeon-or-instant-noodles|work=The Straits Times|access-date=3 March 2021}}</ref> With 70% of products directly imported from South Korea, Hallyu helped India based Korean e-commerce startup [[Korikart]] to increase sales with an average growth rate of 40% month after month in 2021 with the maximum consumption coming from [[fast-moving consumer goods]] segment followed by fashion and beauty.<ref>{{Cite news|last=Sahay|first=Priyanka|date=3 March 2021|title=Rising Popularity of K-pop and Anti-China Sentiment Is Pushing the Fortunes of Korean e-Tailer Korikart|url=https://www.moneycontrol.com/news/business/startup/rising-popularity-of-k-pop-and-anti-china-sentiment-is-pushing-the-fortunes-of-korean-e-tailer-korikart-6598071.html|work=Moneycontrol|publisher=e-Eighteen.com|access-date=6 March 2021}}</ref><ref>{{Cite web|url=https://www.koreatechdesk.com/korean-startups-that-are-finding-success-on-foreign-shores/|title=Korean Startups That Are Finding Success on Foreign Shores|last=Jung|first=James|date=21 February 2021|website=KoreaTechDesk|access-date=6 March 2021}}</ref> With rising influence of Hallyu among Indian shoppers, Korikart is even venturing out in offline space with shops opening in urban areas and developing [[B2B e-commerce]] for small, medium and large business to increase market penetration for Korean brands.<ref>{{Cite web|url=https://www.newsvoir.com/release/online-k-shop-korikart-empowers-smb-retailers-to-reach-new-heights-15692.html|title=Online K-shop Korikart Empowers SMB Retailers to Reach New Heights|author=<!--Not stated-->|date=10 February 2021|website=NewsVoir|access-date=6 March 2021}}</ref><ref>{{Cite web|url=https://www.retail4growth.com/news/korikart-opens-first-standalone-store-at-dlf-galleria-market-gurugram-5519|title=Korikart Opens First Standalone Store at DLF Galleria Market, Gurugram|author=<!--Not stated-->|date=10 March 2021|website=Retail4Growth|access-date=10 March 2021}}</ref>

South Korean export of processed chicken reached US$21&nbsp;million in 2020 due to the Korean wave, which is a 59.5% increase from 2019. US is the largest export market for Korean chicken followed by Hong Kong that registered 162.4% growth, Japan (22.7%), Canada (6.7%), Taiwan (6.2%), Myanmar (2.5%), and Australia (2.1%) respectively.<ref>{{Cite web|url=https://www.poultryworld.net/Meat/Articles/2021/3/Record-for-South-Koreas-chicken-exports-in-2020-722858E/|url-access=limited|title=Record for South Korea's Chicken Exports in 2020|last=Berkhout|first=Natalie|date=17 March 2021|website=PoultryWorld|publisher=Misset Uitgeverij|access-date=18 March 2021}}</ref> Improving business ties between South Korea and Indonesia lead to signing of Comprehensive Economic Partnership Agreement (CEPA) in December 2020.<ref>{{Cite news|surname=Lee|given=Eun-joo|date=18 December 2020|title=S. Korea Signs CEPA with Indonesia for Near Tariff-free Trade|url=https://pulsenews.co.kr/view.php?year=2020&no=1299046|work=Pulse by Maeil Business News Korea|access-date=24 March 2021}}</ref> Due to positivity towards South Korean content such K-pop and K-dramas, Korean multinational corporations like [[Samsung Electronics]], [[LG Electronics]], [[LG Household & Health Care]], [[Amorepacific Corporation]] are able to sell more products in one of the largest growing consumer market in Southeast Asia. Retail company [[GS Group]] is planning to expand its store networks in Indonesia. In Southeast Asia, Indonesia is the fourth largest trading partner of South Korea.<ref>{{Cite magazine|last1=Jibiki|first1=Koya|last2=Hosokawa|first2=Kotaro|date=23 March 2021|title=K-pop Boom in Indonesia Gives South Korean Companies an Edge|url=https://asia.nikkei.com/Business/Media-Entertainment/K-pop-boom-in-Indonesia-gives-South-Korean-companies-an-edge|magazine=Nikkei Asia|access-date=24 March 2021}}</ref>

Due to the [[COVID-19 lockdown in India]], Korikart with [[Tata Sky]] started Home shopping channel to improve the reach of South Korean brands in smaller towns and cities in view of skyrocketing demands.<ref>{{Cite web|url=https://www.newsvoir.com/release/korikart-unveils-its-video-commerce-channel-korikart-tv-home-shopping-16178.html|title=Korikart Unveils Its Video Commerce Channel: Korikart TV Home Shopping|author=<!--Not stated-->|date=5 April 2021|website=NewsVoir|access-date=7 April 2021}}</ref><ref>{{Cite web|url=https://www.newsvoir.com/release/korikart-tv-homeshopping-collaborates-with-tata-sky-to-air-on-channel-155-on-india-voice-16945.html|title=Korikart TV Homeshopping Collaborates with Tata Sky to Air on Channel 155 on India Voice|author=<!--Not stated-->|date=1 July 2021|website=NewsVoir|access-date=3 July 2021}}</ref> American burger chain [[McDonald's]] partnered with global K-pop sensation BTS for a celebrity meal option that will be sold in 50 countries around the world from 26 May 2021.<ref>{{Cite magazine|last=Shanfeld|first=Ethan|date=19 April 2021|title=BTS Meal Coming to McDonald's in May|url=https://variety.com/2021/music/news/bts-fries-meal-mcdonalds-1234955071/|magazine=Variety|access-date=22 April 2021}}</ref> As per 2021 India survey by [[Euromonitor International]], South Korean instant noodle brands saw 164% rise in consumption during 2020 that directly correlated with the viewership of K-dramas and K-Pop. Till Q3 FY21, Korean noodles recorded 178% consumption growth than in 2020.<ref name=":0" /> Nongshim and [[Samyang Food]] are now considering India as their next growth market. Ecommerce company Korikart started registering a monthly sales growth of 40% over imported South Korean products from March 2020. The market value of Korean packaged food is ₹180 billion in 2020 which is growing at 16% annually. Compared to Korean Expatriates, Indians are now the major customers of food ingredients from South Korea.<ref>{{Cite news|author=<!--Not stated-->|date=12 September 2021|title=Not Just a 2-minute Snack Stop: Indians Are Developing a Taste for Packaged Korean Foods for the Long Haul|url=https://www.deccanherald.com/business/not-just-a-2-minute-snack-stop-indians-are-developing-a-taste-for-packaged-korean-foods-for-the-long-haul-1029556.html|work=Deccan Herald|access-date=12 September 2021}}</ref><ref>{{Cite news|author=<!--Not stated-->|date=22 December 2020|title=Create Your Own Korean Kitchen|url=https://timesofindia.indiatimes.com/city/chennai/create-your-own-korean-kitchen/articleshow/79871005.cms|work=The Times of India|access-date=30 June 2021}}</ref> Japanese brand [[Nissin Foods]] launched Korean spicy flavour Geki noodle to capture the Hallyu popular culture in the country. In FY21, India imported ₹55 million worth of [[Soju]] from South Korea, as per data from the [[Ministry of Commerce and Industry (India)|Ministry of Commerce and Industry]] (MCI). By Q3 FY22, the import value already stands at ₹41 million showing steady growth rate. Hallyu made Soju drinking culture popular in urban cities of India.<ref name="Soumya Gupta">{{Cite news |last=Gupta |first=Soumya |date=9 September 2021 |title=Riding the Hallyu Wave: How Korean Packaged Food Is Making Its Way into Indian Homes |work=The Economic Times |url=https://economictimes.indiatimes.com/prime/consumer/riding-the-hallyu-wave-how-korean-packaged-food-is-making-its-way-into-indian-homes/primearticleshow/86045707.cms |url-access=subscription |access-date=9 September 2021}}</ref> As per Seo Young-doo CEO of Korikart, Korean popular music and dramas open the Indian market for Korean trade with the nation surpassed the interest stage of Hallyu. [[Orion Confectionery]] registered 400% growth in 2020-21 financial year despite economic slowdown.<ref>{{Cite news|last1=Alves|first1=Glynda|last2=Tellis|first2=Shannon|date=20 October 2021|title=Netflix's Squid Game Is Just the Tip of the Korean Wave in India|url=https://brandequity.economictimes.indiatimes.com/news/media/netflixs-squid-game-is-just-the-tip-of-the-korean-wave-in-india/87149344|work=Brand Equity|access-date=20 October 2021}}</ref> Jeonbuk Business Centre started promoting Korean food products to local manufacturers and traders.<ref>{{Cite web|url=https://www.newsvoir.com/release/jbc-successfully-concludes-its-first-k-food-pop-up-in-gurugram-18327.html|title=JBC Successfully Concludes Its First K-food Pop-up in Gurugram|author=<!--Not stated-->|date=10 November 2021|website=NewsVoir|access-date=10 November 2021}}</ref>

In 2021, there is a surge in demand for Korean cosmetics brand in [[Turkey]] and Middle East. Ecommerce and [[influencer marketing]] are helping brands such as Cosrx, Missha, Moremo, Klairs and Axis-Y enter the region. They are gaining market share from US and European competitors due to value for money and quality. Due to rapid rise of K-beauty in the region, [[Watsons]] is planning to open 100 stores in the entire Middle East by the end of 2025. Already 300 of its 350 stores in Turkey started designating a separate section for Korean beauty brands. As per estimate by Allied Market Research, the global sales of K-beauty brands will reach $13.9&nbsp;billion by 2027 from $10.2&nbsp;billion in 2019. As of June 2021, South Korea exported $726&nbsp;million of cosmetics.<ref>{{Cite magazine|last1=Tavsan|first1=Sinan|surname2=Kim|given2=Jaewon|date=18 August 2021|title=K-beauty Comes to Turkey as Korean Cosmetics Exports Boom|url=https://asia.nikkei.com/Business/Consumer/K-beauty-comes-to-Turkey-as-Korean-cosmetics-exports-boom|magazine=Nikkei Asia|access-date=18 August 2021}}</ref>

[[Starbucks]] collaborating with Blackpink to release a range of merchandise in [[Thailand]] on 23 August 2021 through [[Shopee]] that includes [[glassware]], [[lanyard]], and handful of bag items decorated with the Blackpink logo. Part of the profit from this collaboration will be donated to the [[Red Cross]] Society in Thailand to help healthcare workers working in [[COVID-19 pandemic in Thailand|COVID-19]] pandemic areas.<ref>{{Cite news|last=Vattanapoon|first=Karatpetch|date=20 August 2021|title=Get Ready for the Exclusive Starbucks × Blackpink Collection|url=https://www.lifestyleasia.com/bk/living/home-and-entertaining/get-ready-for-the-exclusive-starbucks-x-blackpink-collection/|work=Lifestyle Asia|access-date=25 August 2021}}</ref> From September 2021, [[Hybe Labels]] with BTS will launch TinyTan Gim, a [[spicy]] dried [[seaweed]] snack with eight different flavours. Initially the distribution will start with Australia, [[Indonesia]], South Korea, the UK and the US and later based on market demand will be released globally.<ref>{{Cite news|author=<!--Not stated-->|date=25 August 2021|title=After Success of BTS Meal, K-pop Stars to Launch Korean Dried Seaweed Snacks Globally This September!|url=https://timesofindia.indiatimes.com/entertainment/k-pop/music/news/after-success-of-bts-meal-k-pop-stars-to-launch-korean-dried-seaweed-snacks-globally-this-september/articleshow/85619097.cms|work=The Times of India|access-date=26 August 2021}}</ref>

Limese inaugurated first store in collaboration with Korea Health Industry Development Institute (KHIDI) in New Delhi on 1 November 2021 to curate premium Korean beauty products suitable for skin type from [[Indian subcontinent]].<ref>{{Cite web|url=https://www.indianretailer.com/news/k-beauty-platform-limese-opens-its-first-flagship-store-in-india.n11975/|title=K-beauty Platform Limese Opens Its First Flagship Store in India|author=<!--Not stated-->|date=1 November 2021|website=Indian Retailer|publisher=Franchise India Holdings|access-date=2 November 2021}}</ref> Atomy entered India with an investment of ₹2.5 billion to capture the growing Korean skincare, health supplements and food market. According to Allied Market Research, the size of Indian K-beauty market is $10.2 billion in 2019 that will reach $13.9 billion by 2027.<ref>{{Cite news|last=Khosala|first=Varuni|date=9 November 2021|title=Korean Co Atomy to Invest ₹250 Crore to Set Up Manufacturing Units in India|url=https://www.livemint.com/companies/news/korean-direct-selling-company-atomy-to-invest-rs-250-crore-in-india-by-2025-11636447969152.html|url-access=limited|work=Mint|access-date=10 November 2021}}</ref> Rising level of female workforce and purchasing power helped the growth of K-beauty market.<ref>{{Cite news|author=<!--Not stated-->|date=9 December 2021|title=Four Reasons Why K-beauty Products Are Booming in India|url=https://www.freepressjournal.in/lifestyle/four-reasons-why-k-beauty-products-are-booming-in-india|work=The Free Press Journal|agency=Indo-Asian News Service|access-date=12 December 2021}}</ref> Hallyu made Korean snacks popular in Kazakhstan, Pakistan, Russia and the US. [[Choco pie]] became the best selling product in China and Vietnam while [[Lotte Confectionery|Lotte Confectionary]] captured 90% of India's pie segment. Sales of [[Pepero]] abroad reached ₩18.5 billion in 2021 with 20.1% annual growth. Korean brands are also trying to localize flavours based on market demand in China and India.<ref>{{Cite news|surname=Song|given=Hye-jin|date=2 October 2021|title=Korean Snacks Boom Around the World Thanks to K-pop Craze|url=https://english.chosun.com/site/data/html_dir/2021/10/02/2021100200337.html|work=The Chosun Ilbo|access-date=27 December 2021}}</ref><ref>{{Cite news|surname=Song|given=Hye-jin|date=25 December 2021|title=Korean Food Makers Target More Populous Markets|url=https://english.chosun.com/site/data/html_dir/2021/12/25/2021122500337.html|work=The Chosun Ilbo|access-date=27 December 2021}}</ref>

=== Relations with North Korea ===
[[File:Flow of the Korean Wave across the North Korean border.png|thumb|According to various reports, the spread of ''Hallyu'' to [[North Korea]] has occurred through CDs, DVDs, and [[USB]] sticks smuggled from China. Some North Koreans living near the [[Korean Demilitarized Zone|Demilitarized Zone]] have also been illegally tuning into South Korean radio stations.]]

In North Korea, the term associated with the Korean wave is 남조선 바람 '''namjoseon baram''' (literally "South Korean wind").<ref>{{Cite news|surname=Kim|given=Ju-hwan|date=25 December 2021|script-title=ko:北 장마당 증가&nbsp;... 한류 콘텐츠 은밀하게 확산|trans-title=North Korean Markets Grow&nbsp;... and Hallyu Content Spreads in Secret|language=ko|url=https://www.ytn.co.kr/_ln/0101_201612240521399196|work=YTN|access-date=21 February 2020}}</ref> The ninth [[President of South Korea]], [[Roh Moo-hyun]], acknowledged the possible use of ''Hallyu'' as a tool to help to [[Korean reunification|reunify]] the [[Korean Peninsula]].<ref name="Seongbin Kang">{{Cite news|last=Kang|first=Seongbin|date=29 April 2011|title='Korean Wave' Set to Swamp North Korea, Academics Say|url=https://www.reuters.com/article/us-media-northkorea-idUSTRE73S5J420110429|work=Reuters|access-date=18 March 2013}}</ref> In June 2007 the film ''[[Hwang Jin Yi (film)|Hwang Jin Yi]]'', adapted from a novel by a North Korean author, became the first South Korean production to be made available for public viewing in North Korea.

With the end of the Roh Moo-hyun administration's [[Sunshine Policy]] towards North Korea and a deterioration of [[North Korea–South Korea relations|North-South relations]], however, ''Hallyu'' media was quickly restrained by North Korean authorities, although a report published by [[Radio Free Asia]] (a non-profit radio network funded by the [[Federal government of the United States|U.S. federal government]]) suggested that the Korean Wave "may already have taken a strong hold in the isolated [[Stalinism|Stalinist]] state".<ref>{{Cite news|last1=Lee|first1=Chang-Kyun|last2=Bonny|first2=Jinhee|last3=Choi|first3=Young Yoon|translator-last=Mudie|translator-first=Luisetta|date=17 July 2007|title=North Korea Cracks Down on 'Korean Wave' of Illicit TV|url=https://www.rfa.org/english/news/in_depth/korea_wave-20070717.html|work=Radio Free Asia|access-date=23 March 2013|quote=In May 2007, ''Hwangjini'' became the first South Korean movie ever to be publicly previewed in North Korea. The main character, an artistic and learned woman of great beauty known as a kisaeng, is played by Song Hye Gyo, one of the most popular Korean Wave stars of the moment. The story is based on a novel by North Korean author Hong Seok Jung, and it was previewed at Mount Kumgang in North Korea.}}</ref>

In 2010, researchers from the [[Korea Institute for National Unification]] surveyed 33 [[North Korean defectors]] and found that the impact of shows such as ''[[Winter Sonata]]'' had played a significant role in shaping the decision of the defectors to flee to the South. It was further revealed that a small number of people living close to the [[Korean Demilitarized Zone]] have been tampering with their television sets to receive signals from South Korean broadcast stations in the vicinity, while CDs and DVDs smuggled across the border with China also increased the reach of South Korean popular culture in the North.<ref name="Seongbin Kang" /> In 2012, the Institute surveyed a larger group of 100 North Korean defectors. According to this research, South Korean media was prevalent within the North Korean elite. It also affirmed that North Koreans living close to the border with China had the highest degree of access to South Korean entertainment, as opposed to other areas of the country.<ref>{{Cite news|author=<!--Not stated-->|date=28 June 2012|title=Winds of Unification Still Blowing&nbsp;...|url=https://www.dailynk.com/english/winds-of-unification-still-blowing/|work=Daily NK|access-date=22 March 2013}}</ref> [[Notel]]s, Chinese-made portable media players that have been popular in North Korea since 2005, have been credited with contributing to the spread of the ''Hallyu'' wave in the Northern country.<ref>{{Cite news|author=<!--Not stated-->|date=22 October 2013|title=Cheap Chinese EVD Player Spreads S. Korean Culture in N. Korea|url=https://en.yna.co.kr/view/PYH20131022119600315|work=Yonhap News Agency|access-date=2 April 2015}}</ref><ref>{{Cite news|surname=Lee|given=Joon-seung|date=22 October 2013|title=Spread of Portable EVD Players Fueling 'Korean Wave' in N. Korea: Expert|url=https://en.yna.co.kr/view/AEN20131022011400315|work=Yonhap News Agency|access-date=2 April 2015}}</ref>

In October 2012, the [[List of leaders of North Korea|Leader of North Korea]], [[Kim Jong-un]], gave a speech to the [[Korean People's Army]] in which he vowed to "extend the fight against the enemy's ideological and cultural infiltration".<ref name="Tim Sullivan">{{Cite news|last=Sullivan|first=Tim|date=31 December 2012|title=North Korea Cracks Down on Knowledge Smugglers|url=https://www.salon.com/2012/12/31/north_korea_cracks_down_on_knowledge_smugglers/|work=Salon|agency=AP|access-date=23 March 2013|quote='There has definitely been a push to roll back the tide of the flow of information,' said Nat Kretchun, associate director of an international consulting group InterMedia, which released a report earlier this year about information flow into North Korea, based on surveys of hundreds of recent North Korean defectors. The study was commissioned by the U.S. State Department. His conclusion: North Korea is increasingly anxious to keep information at bay, but has less ability to control it. People are more willing to watch foreign movies and television programs, talk on illegal mobile phones and tell family and friends about what they are doing, he said. 'There is substantial demand' for things like South Korean movies and television programs, said Kretchun. 'And there are intensely entrepreneurial smugglers who are more than willing to fulfill that demand.'}}</ref> A study conducted earlier that year by an international group commissioned by the [[United States Department of State|U.S. State Department]] came to the conclusion that North Korea was "increasingly anxious" to keep the flow of information at bay, but had little ability to control it, as there was "substantial demand" for movies and television programs from the South as well as many "intensely entrepreneurial" smugglers from the Chinese side of the border willing to fulfill the demand.<ref name="Tim Sullivan" />{{quote box |width=25em |align=right |qalign=right |quote=<div style="text-align:left;">...My happiest moments when I was in North Korea were watching South Korean TV shows. I felt like I was living in that same world as those actors on the show.<br />—A [[North Korean defectors|North Korean defector]] interviewed by [[Human Rights Watch]]<ref name="Human Rights Watch">{{Cite web|url=https://www.hrw.org/news/2013/05/15/north-korea-stop-crackdown-economic-crimes|title=North Korea: Stop Crackdown on Economic 'Crimes'|author=<!--Not stated-->|date=15 May 2013|website=Human Rights Watch|access-date=16 May 2013}}</ref></div>|}}

In February 2013, South Korea's [[Yonhap]] news agency reported that [[Psy (entertainer)|Psy]]'s 2012 single "[[Gangnam Style]]" had "deeply permeated North Korea", after a mission group had disseminated K-pop CDs and other cultural goods across the [[China–North Korea border]].<ref>{{Cite news|surname=Park|given=Boram|date=13 February 2013|title=Latest S. Korean Pop Culture Penetrates N. Korea|url=https://en.yna.co.kr/view/AEN20130213012000315|work=Yonhap News Agency|access-date=22 March 2013}}</ref>

On 15 May 2013, the NGO [[Human Rights Watch]] confirmed that "entertainment shows from South Korea are particularly popular and have served to undermine the [[Government of North Korea|North Korean government]]'s negative portrayals of South Korea".<ref>{{Cite news|last=Schiff|first=Randy|date=8 June 2020|title=Streaming: From Unstable Worlds Come a Love Story, Civil War with Zombies and Government Thriller|url=https://buffalonews.com/entertainment/streaming-from-unstable-worlds-come-a-love-story-civil-war-with-zombies-and-government-thriller/article_c6155453-97ef-5529-a4ae-979983a75a7b.html|work=The Buffalo News|access-date=7 December 2020}}</ref>

The 2019–2020 drama ''[[Crash Landing on You]]'', tells the story of Yoon Seri ([[Son Ye-jin]]), a South Korean [[chaebol]] heiress who, while [[paragliding]] in [[Seoul]], [[South Korea]], is swept up in a sudden storm and [[Aviation accidents and incidents|crash-lands]] in the [[Korean Demilitarized Zone|North Korean portion of the DMZ]]. It also addresses the influence of South Korean dramas in North Korea, through the North Korean soldier Staff Sergeant Kim Ju Meok ([[Yoo Su-bin]]), who is a fan of South Korean dramas.<ref>{{Cite magazine|last=Oh|first=Jenine|date=27 March 2020|title=The Best Outfits from Crash Landing on You and Where to Cop the Looks|url=https://elle.com.sg/2020/03/27/kdrama-best-outfits-crash-landing-on-you-fashion-shopping/|magazine=Elle|access-date=7 December 2020}}</ref> His love of K-dramas eventually leads to his meeting with the actress [[Choi Ji-woo]], the star of one of his favorite dramas, ''[[Stairway to Heaven (South Korean TV series)|Stairway to Heaven]]''.<ref name="Human Rights Watch" />

In 2021, Kim Jong-un and the [[Korean Central News Agency]] (KCNA) called K-pop as vicious cancer that should not left unchecked. North Korea has enacted a law in December 2020 that put 15 years of hard labour as punishment for people who were caught watching South Korean entertainment content. [[Rodong Sinmun]] warned the authorities that capitalist tendencies coming from South Korea is affecting the ideological and mental state of younger generation that will destroy North Korea. Kim Jong-un termed North Korean women who call their date as oppa instead of comrade perverted. As punishment, those who were caught will be forced to leave cities. The government even urged citizens to report on those who smuggle or watch South Korean content.<ref>{{Cite news|surname=Choe|given=Sang-Hun|date=11 June 2021|title=Kim Jong-un Calls K-pop a 'Vicious Cancer' in the New Culture War|url=https://www.nytimes.com/2021/06/11/world/asia/kim-jong-un-k-pop.html|work=The New York Times|access-date=17 June 2021}}</ref>

=== Tourism ===

South Korea's tourism industry has been greatly influenced by the increasing popularity of its media. According to the [[Korea Tourism Organization]] (KTO), monthly tourist numbers have increased from 311,883 in March 1996<ref>{{Cite web|url=http://kto.visitkorea.or.kr/eng/tourismStatics/keyFacts/MonthlyStatisticsTourism03.kto|title=Korea, Monthly Statistics of Tourism (1975~1996)|author=<!--Not stated-->|date=n.d.|website=Korea Tourism Organization|archive-url=https://web.archive.org/web/20120522003008/http://kto.visitkorea.or.kr/eng/tourismStatics/keyFacts/MonthlyStatisticsTourism03.kto|archive-date=22 May 2012}}</ref> to 1,389,399 in March 2016.{{citation needed|date=February 2022}}

The Korean Tourism Organisation recognises K-pop and other aspects of the Korean Wave as pull factors for tourists,<ref name="Hee-Joo Han, Jae-Sub Lee" /> and launched a campaign in 2014 entitled "Imagine your Korea", which highlighted Korean entertainment as an important part of tourism.<ref>{{Cite news|last=Bogunovich|first=Lana|date=30 July 2014|title=KTO Launches 'Imagine Your Korea'|url=http://asia.etbtravelnews.com/218971/kto-launches-imagine-korea/|work=ETB Travel News|archive-url=https://web.archive.org/web/20150701013822/http://asia.etbtravelnews.com/218971/kto-launches-imagine-korea/|archive-date=1 July 2015}}</ref><ref>{{Cite web|url=https://www.superadrianme.com/travel/imagine-your-korea/|title=KTO Launches Imagine Your Korea Campaign|last=Seet|first=Adrian Eugene|date=28 July 2014|website=SUPERADRIANME|access-date=30 June 2015}}</ref> According to a KTO survey of 3,775 K-pop fans in France, 9 in 10 said they wished to visit Korea, while more than 75 percent answered that they were actually planning to go.<ref name="Frances Cha">{{Cite news|last=Cha|first=Frances|date=17 April 2012|title=Harnessing K-pop for Tourism|url=http://travel.cnn.com/seoul/visit/harnessing-k-pop-tourism-386868|work=CNN|archive-url=https://web.archive.org/web/20130731145118/http://travel.cnn.com/seoul/visit/harnessing-k-pop-tourism-386868|archive-date=31 July 2013}}</ref> In 2012, Korean entertainment agency [[S.M. Entertainment]] expanded into the travel sector, providing travel packages for those wanting to travel to Korea to attend concerts of artists signed under its label.<ref name="Frances Cha" />

Many fans of Korean television dramas are also motivated to travel to Korea,<ref>{{Cite journal|last1=Kim|first1=Seongseop (Sam)|last2=Kim|first2=Sangkyun (Sean)|last3=Heo|first3=Cindy (Yoonjoung)|date=2015|title=Assessment of TV Drama/Film Production Towns as a Rural Tourism Growth Engine|journal=Asia Pacific Journal of Tourism Research|volume=20|issue=7|pages=730–760|doi=10.1080/10941665.2014.927378|doi-access=free|s2cid=153548291|s2cid-access=free}}</ref> sometimes to visit filming locations such as [[Namiseom|Nami Island]], where ''[[Winter Sonata]]'' was shot and where there were over 270,000 visitors in 2005, or [[Dae Jang Geum Theme Park]].<ref name="Hee-Joo Han, Jae-Sub Lee" /> The majority of these tourists are female.<ref name="Keith Howard" /> K-drama actors such as [[Kim Soo-Hyun]] have appeared in KTO promotional materials.<ref>{{Cite web|url=https://www.allkpop.com/article/2012/04/kim-soo-hyun-appointed-as-the-promotional-ambassador-for-korean-tourism|title=Kim Soo Hyun Appointed as the Promotional Ambassador for Korean Tourism|author=serendipity|date=14 April 2012|website=Allkpop|publisher=6Theory Media|access-date=14 April 2015}}</ref>

As per [[Korea Tourism Organization]] (KTO) data, more than 100,000 Indians started travelling to South Korea from 2018 which saw an annual average growth rate of 10–15%. With growing hallyu wave in India, KTO also started promoting Korean culture through activities such as [[Hangul]] [[Korean calligraphy|calligraphy]], face and mask painting, traditional games, food, music, dance festivals which invited performance from artists like [[In2It]], [[Gamblerz Crew|Gamblrez Crew]] and fusion music band Queen.<ref>{{Cite news|last=Wadhwa|first=Sulakshna|date=15 April 2019|title=Korea Festival in Mumbai is Offering a Window into Korean Culture|url=https://www.financialexpress.com/lifestyle/korea-festival-in-mumbai-is-offering-a-window-into-korean-culture/1548530/|work=The Financial Express|access-date=14 February 2021}}</ref> KTO registered 36% growth till December 2019 for outbound Indian tourist visiting South Korea.<ref>{{Cite web|url=https://keia.org/the-peninsula/an-emerging-market-for-hallyu-the-growing-indian-fan-base/|title=An Emerging Market for Hallyu: The Growing Indian Fan Base|last=Cariappa|first=Neha|date=10 July 2020|website=KEI|access-date=28 September 2020}}</ref>

Study conducted by [[Hanyang University]] found that 84.2% of Africans are more inclined to visit the locations where Korean movies and soap operas were shot.<ref>{{Cite journal|last1=Ochieng|first1=Haggai Kennedy|last2=Kim|first2=Sungsoo|date=2019|title=Cultural Exchange and Its Externalities on Korea–Africa Relations: How Does the Korean Wave Affect the Perception and Purchasing Behavior of African Consumers?|journal=East Asian Economic Review|volume=23|issue=4|pages=381–407|doi=10.11644/KIEP.EAER.2019.23.4.368|doi-access=free|s2cid=213751991|s2cid-access=free}}</ref>

On 23 July 2021, KTO in collaboration with Korikart launched its official mascots in India.<ref>{{Cite web|url=https://www.newsvoir.com/release/korikart-collaborates-with-korea-tourism-organisation-kto-17238.html|title=Korikart Collaborates with Korea Tourism Organisation (KTO)|author=<!--Not stated-->|date=3 August 2021|website=NewsVoir|access-date=4 August 2021}}</ref> On 15 August 2021, as part of celebration for India's [[Independence Day (India)|Independence Day]], [[National Liberation Day of Korea]] and popularity of Hallyu, the New Delhi branch of KTO introduced a tailor-made cultural awareness course in collaboration with [[Delaware]] based startup CulturaGo under K-Xperience Project for Indian travelers willing to visit South Korea for higher education, tourism or business. The course contained five modules on Korean culture, geography and different cities, how to live and travel like local, daily lifestyle and [[Etiquette in South Korea|etiquettes]] and difference between South Korea and India to minimize [[Culture shock|cultural shock]]. To create better understanding, foreigners settled in South Korea will also conduct video interviews to share their own experience with Indian participants.<ref>{{Cite news|author=<!--Not stated-->|date=22 August 2021|title=Korea Tourism Organization Launches an Online Cultural Course for Travellers|url=https://timesofindia.indiatimes.com/travel/travel-news/korea-tourism-organization-launches-an-online-cultural-course-for-travellers/as85531275.cms|work=The Times of India|access-date=23 August 2021}}</ref><ref name="Korea Tourism Organization">{{Cite web |author=<!--Not stated--> |date=12 August 2021 |title=Korean Culture Online Course for Culturally Minded Travellers! |url=https://english.visitkorea.or.kr/enu/KOO/OO_EN_13_9_2.jsp?cid=2733820 |access-date=23 August 2021 |website=Korea Tourism Organization}}</ref>

As Hallyu goes mainstream with rapid progress in popularity, KTO along with [[Discovery+]], Millenasia, [[Innisfree (brand)|Innisfree]], [[The Hindu]] and BookMyShow launched an online consumer engagement event under K-Xperience Project from 17 September to 15 November 2021 in India. The event was to engage people from all over the country on K-Food, K-Pop, K-Beauty, K-Drama and Korean products in general. Indian singer and choreographer Shraey Khanna with [[AleXa]] were part of it to showcase fusion of K-pop and [[Hindi dance music]].<ref>{{Cite news|last=Jha|first=Lata|date=20 September 2021|title=Korea Tourism Organization Creates Consumer Initiatives to Build India Fan Base|url=https://www.livemint.com/companies/news/korea-tourism-organization-creates-consumer-initiatives-to-build-india-fan-base-11632132784202.html|url-access=limited|work=Mint|access-date=20 September 2021}}</ref><ref>{{Cite web|url=https://english.visitkorea.or.kr/enu/KOO/OO_EN_13_9_2.jsp?cid=2746933|title=KTO India Brings Korea to Indian Homes Through KXperience|author=<!--Not stated-->|date=16 September 2021|website=Korea Tourism Organization|access-date=19 September 2021}}</ref> As per KTO, India became one of the top consumer of Korean wave and it is influencing the [[Lifestyle (sociology)|lifestyle]], [[urban culture]] and [[street style]] of the country.<ref name="The New Indian Express" /><ref name="Sonam Joshi">{{Cite news |last=Joshi |first=Sonam |date=10 October 2021 |title=What's Got Indians Crazy About Korean Cuisine |work=The Times of India |url=https://timesofindia.indiatimes.com/india/after-k-pop-and-k-drama-indians-now-fall-for-k-food/articleshow/86908035.cms |url-access=subscription |access-date=11 October 2021}}</ref> To celebrate the fifth anniversary of [[Blackpink]], KTO and [[PVR Cinemas]] organized special screening of [[Blackpink: The Movie]] on 4 December 2021.<ref>{{Cite news|author=<!--Not stated-->|date=7 December 2021|title=The 360 Degree Korean Experience|url=https://www.thestatesman.com/travel/360-degree-korean-experience-1503028871.html|work=The Statesman|agency=Indo-Asian News Service|access-date=11 December 2021}}</ref> Under the New Southern Policy of [[Moon Jae-in]] administration, KTO is promoting South Korea as major Business and Leisure travel destination in Asia.<ref>{{Cite web|url=https://carnegieendowment.org/2021/10/19/south-korea-beyond-northeast-asia-how-seoul-is-deepening-ties-with-india-and-asean-pub-85572|title=South Korea Beyond Northeast Asia: How Seoul Is Deepening Ties with India and ASEAN|last=Botto|first=Kathryn|date=19 October 2021|website=Carnegie Endowment for International Peace|access-date=16 December 2021}}</ref><ref>{{Cite news|author=<!--Not stated-->|date=16 December 2021|title='South Korea Focus on BLeisure to Entice the Corporate Traveller Once Travel Opens Up from India'|url=https://economictimes.indiatimes.com/magazines/travel/south-korea-focus-on-bleisure-to-entice-the-corporate-traveller-once-travel-opens-up-from-india/articleshow/88303208.cms|work=The Economic Times|access-date=16 December 2021}}</ref>

== Criticism ==
The Korean Wave has also been met with backlash and anti-Korean sentiment in countries such as Japan, the [[Philippines]], [[Taiwan]], and China.<ref>{{Cite news|surname=Hong|given=Chan-sik|date=2 January 2012|title=Korean Wave Backlash in Taiwan|url=https://www.donga.com/en/article/all/20120102/402867/1|work=The Dong-a Ilbo|access-date=29 April 2016}}</ref> Existing negative attitudes towards Korean culture may be rooted in nationalism or historical conflicts.<ref name="Cho Hae-Joang" /><ref>{{Cite news|surname1=Nam|given1=Soo-hyoun|surname2=Lee|given2=Soo-jeong|date=16 February 2011|title=Anti-Korean Wave Backlash Has Political, Historical Causes|url=https://koreajoongangdaily.joins.com/2020/02/04/etc/Around-the-world-Hallyu-boosts-the-image-of-Korea/3073366.html|work=Korea JoongAng Daily|access-date=16 March 2011}}</ref>

In China, producer Zhang Kuo Li described the Korean Wave as a "cultural invasion" and advised Chinese people to reject Korean exports.<ref name="Roald Maliangkay" />

In Japan, an anti-Korean comic, ''[[Manga Kenkanryu]]'' ("Hating the Korean Wave") was published on 26 July 2005, and became a No. 1 bestseller on the [[Amazon Japan]] site. On 8 August 2011, Japanese actor [[Sousuke Takaoka]] openly showed his dislike for the Korean Wave on Twitter, which triggered an Internet movement to boycott Korean programs on Japanese television.<ref>{{Cite web|url=https://www.soompi.com/article/365374wpp/talk-of-the-town-antikorean-wave|title=Talk of the Town: Anti-Korean Wave?|author=<!--Not stated-->|date=31 July 2011|website=Soompi|publisher=Viki|access-date=30 July 2012}}</ref> Anti-Korean sentiment also surfaced when [[Kim Tae-hee]], a Korean actress, was selected to be on a Japanese soap opera in 2011; since she had been an activist in the [[Liancourt Rocks dispute]] for the [[Dokdo]] movement in Korea, some Japanese people were enraged that she would be on the Japanese TV show. There was a protest against Kim Tae-hee in Japan, which later turned into a protest against the Korean Wave. According to a [[The Korea Times|Korea Times]] article posted in February 2014, "Experts and observers in Korea and Japan say while attendance at the rallies is still small and such extreme actions are far from entering the mainstream of Japanese politics, the hostile demonstrations have grown in size and frequency in recent months."<ref>{{Cite news|surname=Park|given=Si-soo|date=21 February 2014|title=Anti-hallyu Voices Growing in Japan|url=https://www.koreatimes.co.kr/www/art/2014/02/688_152045.html|work=The Korea Times|access-date=21 April 2016}}</ref>

In the Philippines, director [[Erik Matti]] posted on his Twitter account that Filipino TV series and movies are doomed in the future because of K-dramas, stating that Korean actors are "whiter than white" and the stories are "all about love in the midst of this pandemic."<ref>{{Cite news|author=<!--Not stated-->|date=17 April 2020|title='Faux Cinderella Stories': Erik Matti Blames K-dramas for Dooming Local Movies, TV|url=https://news.abs-cbn.com/entertainment/04/17/20/faux-cinderalla-stories-erik-matti-blames-k-dramas-for-dooming-local-movies-tv|work=ABS-CBN News|access-date=11 February 2022}}</ref><ref>{{Cite news|last=Bigtas|first=Jannielyn Ann|date=19 April 2020|title=Erik Matti Under Fire for Calling K-dramas, 'Faux Cinderella Stories with Belo-fied Actors Whiter than White'|url=https://www.gmanetwork.com/news/hashtag/content/734647/erik-matti-under-fire-for-calling-k-dramas-faux-cinderella-stories-with-belo-fied-actors-whiter-than-whit/story/|work=GMA News Online|access-date=11 February 2022}}</ref> German-Filipina singer and former beauty queen [[Imelda Schweighart]] expressed her dislike for K-pop, lamenting that Filipinos are losing their identity trying to be like South Koreans.<ref>{{Cite news|last=Pyne|first=Irene|date=25 November 2020|title='I Hate K-pop'&nbsp;– Meet Imelda Schweighart, the Former Miss Philippines Earth Who Once Compared Rodrigo Duterte to Hitler|url=https://www.scmp.com/magazines/style/news-trends/article/3111289/i-hate-k-pop-meet-imelda-schweighart-former-miss|work=South China Morning Post|access-date=11 February 2022}}</ref> Despite receiving online backlash, Schweighart believes the issue is an eye-opener for all Filipinos, stating that not everyone loves K-pop, "media providers shouldn't just be supporting something just because they have a lot of fans." She added that Filipinos tune to K-dramas and K-pop because "they don't have variety. We don't honor creativity here. We just keep on doing the same thing over and over again. And I'm sick of it. And some people are sick of it as well."<ref>{{Cite news|author=<!--Not stated-->|date=1 December 2020|title=WATCH: Imelda Schweighart Stands By 'I Hate K-pop' Statement|url=https://news.abs-cbn.com/life/12/01/20/watch-imelda-schweighart-stands-by-i-hate-k-pop-statement|work=ABS-CBN News|access-date=11 February 2022}}</ref>

In the West, some commentators noted similarities between the South Korean [[Ministry of Culture, Sports and Tourism|Ministry of Culture]]'s support of the Korean Wave and [[The CIA and the Cultural Cold War|the CIA's involvement in the Cultural Cold War]] with the former [[Soviet Union]]. According to [[The Quietus]] magazine, suspicion of ''hallyu'' as a venture sponsored by the South Korean government to strengthen its political influence bears "a whiff of the old [[Victorian era|Victorian]] fear of [[Yellow Peril]]".<ref>{{Cite magazine|last=Barry|first=Robert|date=18 December 2012|title=Gangnam Style & How the World Woke Up to the Genius Of K-pop|url=https://thequietus.com/articles/11001-psy-gangnam-style-k-pop|magazine=The Quietus|access-date=5 March 2013|quote=While suspicious talk of Hallyu as 'soft power' akin to the CIA's cultural Cold War bears a whiff of the old Victorian fear of yellow peril, equally apparent in Dan Bradley's new ''Red Dawn'' remake, it remains nonetheless clear that the Korean culture industries are increasingly at the centre of a complex network of state and corporate interests focused on economic enrichment at the expense of allegedly impoverished artists tied into 'slave contract' 360 deals.}}</ref>

In 2018, Japanese fans criticized [[Jimin]] of [[BTS]] for donning a t-shirt depicting [[nuclear explosion]] over [[Hiroshima]] and [[Nagasaki]]. BTS was scheduled to appear on [[TV Asahi]] which was later cancelled.<ref>{{Cite news|author=<!--Not stated-->|date=9 November 2018|title=BTS T-shirt: Japanese TV Show Cancels BTS Appearance over Atomic Bomb Shirt|url=https://www.bbc.com/news/world-asia-46147777|work=BBC News|access-date=3 December 2021}}</ref>

The South Korean entertainment industry has been faced with claims of mistreatment towards its musical artists. This issue came to a head when popular boy group [[TVXQ]] brought their management company to court over allegations of mistreatment. The artists claimed they had not been paid what they were owed and that their 13-year contracts were far too long. While the court did rule in their favor, allegations of mistreatment of artists are still rampant.<ref name="Lucy Williamson">{{Cite news|last=Williamson|first=Lucy|date=15 June 2011|title=The Dark Side of South Korean Pop Music|url=https://www.bbc.com/news/world-asia-pacific-13760064|work=BBC News|access-date=27 November 2016}}</ref><ref>{{Cite news|last=Cha|first=Sangmi|date=4 December 2019|title=Factbox: South Korea's K-pop Industry Hit by Tragedies, Scandal in 2019|url=https://www.reuters.com/article/us-southkorea-kpop-factbox-idUSKBN1Y80JH|work=Reuters|access-date=10 March 2020}}</ref><ref>{{Cite news|last=Park|first=Juwon|date=27 November 2019|title=Singer Goo Hara's Death Shines Light on Dark Side of K-pop|url=https://apnews.com/article/music-ap-top-news-asia-seoul-south-korea-4245f772bc8f43b8bb948f84378c6658|work=AP News|access-date=5 December 2019}}</ref>

During an episode of [[MBC TV (South Korean TV channel)|MBC TV]] reality show '[[I Live Alone (TV series)|I live Alone]]' that was aired in July 2020, [[Hwasa]] of [[Mamamoo]] was accused of culturally appropriating Nigerian [[Wrapper (clothing)|Buba]], although MBC officials clarified that the clothing style originated from Korean sauna with no relation to the ethnic clothing wore by African communities.<ref>{{Cite news|last=Mendonca|first=Suman Priya|date=26 July 2020|title=Did MAMAMOO's Hwasa Insult Nigerian Tradition with Her 'I Live Alone' Outfit; Here Is a Fact Check|url=https://www.ibtimes.sg/did-mamamoos-hwasa-insult-nigerian-tradition-her-i-live-alone-outfit-here-fact-check-49058|work=International Business Times|access-date=3 December 2021}}</ref><ref>{{Cite web|url=https://www.soompi.com/article/1415053wpp/mbcs-home-alone-issues-statement-regarding-outfit-worn-by-mamamoos-hwasa|title=MBC's 'Home Alone' Issues Statement Regarding Outfit Worn by MAMAMOO's Hwasa|last=P.|first=S.|date=26 July 2020|website=Soompi|publisher=Viki|access-date=3 December 2021}}</ref>

On World Tour '[[Seventeen (South Korean band)#Concerts and tours|ODE TO YOU]]', members of [[Seventeen (South Korean band)|Seventeen]] were accused of singing Curry song of [[Norazo]] while visiting an Indian restaurants at [[San Jose, California]]. Only Jo bin of Norazo came forward to issue an apology after the incident.<ref>{{Cite magazine|last=Pawa|first=Anjana|date=10 August 2020|title=SEVENTEEN, 'Curry,' and Why South Asian Fans Deserve to Be Heard|url=https://www.teenvogue.com/story/seventeen-south-asian-fans-op-ed|magazine=Teen Vogue|access-date=3 December 2021}}</ref> For [[South Asian ethnic groups]] it became part of culturally-rooted racism which they are facing for many decades in global pop culture.<ref>{{Cite news|last=Mahdawi|first=Arwa|date=9 May 2017|title=From Apu to Master of None: How US Pop Culture Tuned Into the South Asian Experience|url=https://www.theguardian.com/tv-and-radio/2017/may/09/from-apu-to-master-of-none-how-us-pop-culture-tuned-into-the-south-asian-experience|work=The Guardian|access-date=3 December 2021}}</ref>

[[Oh My Girl]] was accused of mixing and appropriating multiple cultures; from accessories of [[Hindus|Hindu]] customs such as [[Bindi (decoration)|bindi]] and matha patti on [[KCON (music festival)#2020–2021 KCON:TACT|2020–2021 KCON:TACT]] to Indian and Southeast Asian [[background music]] with Middle-eastern dance form in [[Pink Ocean#Windy Day|Windy Days]] from 2016 released [[Pink Ocean]].<ref>{{Cite news|author=<!--Not stated-->|date=26 June 2020|title=My Girl Is Being Accused of Cultural Appropriation|url=https://www.kpopstarz.com/articles/293663/20200626/oh-my-girl-is-being-accused-of-cultural-appropriation.htm|work=KpopStarz|access-date=3 December 2021}}</ref>

In July 2020, [[Sunmi]] faced backlash in a [[TikTok]] video for misrepresenting [[Indian classical dance]] with hand gestures and [[head bobble]] movements using [[Bhangra (music)|Bhangra]] song [[Tunak Tunak Tun]] as background music.<ref>{{Cite news|last=Gaikwad|first=Pramod|date=30 July 2020|title=K-pop Singer Sunmi Apologized to Indians; But Where Was the Mistake|url=https://www.ibtimes.co.in/k-pop-singer-sunmi-apologized-indians-where-was-mistake-825500|work=International Business Times|access-date=3 December 2021}}</ref> Sunmi later issued an apology and deleted the video.<ref>{{Cite news|last=Elsa|first=Evangeline|date=28 July 2020|title=K-pop Singer Lee Sun-mi Faces Backlash over Viral TikTok Video 'Mocking Indian Culture'|url=https://gulfnews.com/entertainment/music/k-pop-singer-lee-sun-mi-faces-backlash-over-viral-tiktok-video-mocking-indian-culture-1.1595953516616|work=Gulf News|access-date=3 December 2021}}</ref>

Actor [[Ji Chang-wook]] and Eum Moon Suk mired in controversy after uploading a video on social media wearing [[dreadlocks]] and performing comical dance. People from [[Black community]] found it racially offensive and insensitive. Professor of [[Sociology]] Yoon In-jin from [[Korea University]] said, “''acceptance of multiculturalism and cultural sensitivity levels of many Koreans are very low. We have lived as monoethnic people and in monoethnic culture for a long time, so we lack in understanding and respecting other cultures. We are insensitive as to how our actions can be seen by others. On the other hand, we react angrily if foreigners belittle Korean culture or people''.” To prevent these controversies, many agencies are educating artists about racial and gender discrimination. They are also banned from giving personal opinions on political, social and historical matters. Agencies who are managing bigger K-pop idols started creating manuals for artists on cultural taboos and politically sensitive topics before going for world tours.<ref>{{Cite news|surname=Lim|given=Jang-won|date=10 August 2020|title=As Korean Content Goes Global, Cultural Sensitivity Becomes Key Issue|url=https://www.koreaherald.com/view.php?ud=20200810000745|work=The Korea Herald|access-date=3 December 2021}}</ref>

On 1 September 2021, a billboard of [[Jungkook]] was taken down in [[Gujranwala]], Pakistan under the request of assembly candidate Furqan Aziz Butt from [[Islamism|Islamist]] political party [[Jamaat-e-Islami Pakistan]] due to complaints from local residents As per Furqan Aziz Butt, BTS promotes [[homosexuality]] among youngsters, also the BTS fandom called ARMY is in conflict with the name [[Pakistan Army]].<ref>{{Cite news|last=Sng|first=Suzanne|date=7 September 2021|title=Billboard for BTS' Jungkook Removed in Pakistan for 'Promoting Homosexuality'|url=https://www.straitstimes.com/life/entertainment/billboard-for-bts-jungkook-removed-in-pakistan-for-promoting-homosexuality|work=The Straits Times|access-date=3 November 2021}}</ref>

In 2021, Turkey increased the scrutiny of Hallyu especially Kpop and Kdrama due to their negative influence on Turkish youth. [[Ministry of Family and Social Services (Turkey)|Ministry of Family and Social Services]] started investigation after incidents of underaged girls trying to run away from home to South Korea came to notice. Some conservative officials are also accusing Kpop stars as threat towards traditional Turkish values due to their open [[LGBT]]Q+ support.<ref>{{Cite news|author=<!--Not stated-->|date=2 September 2021|title=Special Operation BTS: Turkish Govt to Put K-pop and K-drama Content Under Scanner for 'Harming Youth' After Teen Girls Plan to Run Away to South Korea|url=https://timesofindia.indiatimes.com/entertainment/k-pop/music/news/special-operation-bts-turkish-govt-to-put-k-pop-and-k-drama-content-under-scanner-for-harming-youth-after-teen-girls-plan-to-run-away-to-south-korea/articleshow/85858944.cms|work=The Times of India|access-date=4 September 2021}}</ref>

In recent times, controversies with regard to [[racism]] and [[cultural appropriation]] became a big issue in K-pop. From disparages of [[Black community]] to wrongly placing [[Hindus|Hindu]] cultural symbols which led to subsequent protests from the respective communities. Due to increasing fans abroad and rising K-pop exports, Korean agencies now started taking cultural nuances seriously.<ref name="Shim Sun-ah 2021-11" /><ref>{{Cite news|surname=Dong|given=Sun-hwa|date=26 October 2021|title=Aespa Member Giselle Apologizes for Mouthing Racial Slur|url=https://www.koreatimes.co.kr/www/art/2021/10/732_317659.html|work=The Korea Times|access-date=2 November 2021}}</ref><ref>{{Cite news|last=Begum|first=Haneesa|date=6 July 2020|title=Blackpink Use Ganesha Statue in Hit Music Video, and Are Accused of Exploiting Indian Religion and Culture|url=https://www.scmp.com/lifestyle/entertainment/article/3091957/elephant-room-blackpink-use-ganesha-statue-youtube-video|work=South China Morning Post|access-date=2 November 2021}}</ref>

Make a Wish music video from [[NCT 2020 Resonance]] by [[Nct U|NCT-U]] was criticized for using a set styled after [[Imam Husayn Shrine]], wearing turbans and using [[mudra]]s.<ref>{{Cite news |last=Herman |first=Tamar |date=27 October 2020 |title=Fans of NCT U Criticise K-pop Group Again for Using Islamic Imagery in New Song |work=South China Morning Post |url=https://www.scmp.com/lifestyle/entertainment/article/3107183/fans-nct-u-criticise-k-pop-group-again-using-islamic |access-date=3 December 2021}}</ref> On 12 December 2021, [[Starship Entertainment]] and [[Ive (group)|Ive]] were criticized for mocking [[Bharatanatyam]] although Indian fan community were divided on the accusation. After 24 hours, Starship Entertainment apologized and made changes for Ive performance of [[Eleven (Ive song)|Eleven]].<ref>{{Cite news |last=K |first=Lopa |date=14 December 2021 |title=Did IVE Mock Indian Classical Dance? Internet Slams Rookie Group: 'It's Disrespectful' |work=MEAWW |url=https://meaww.com/ive-kpop-yujin-rei-wonyoung-mocking-indian-classical-dance-fans-reaction-disrespectful |access-date=14 December 2021}}</ref> Music video Rica Rica by [[Nature (group)|Nature]] was criticized by [[Indian diaspora]] for appropriating bridal makeup and bindi sacred to [[Bengalis]] that are not part of everyday fashion. But some fans from South Asia supported the group.<ref>{{Cite news |last=M |first=Val |date=22 January 2022 |title=Did Nature Mock Desi Culture? Members Spotted in Indian Wedding Makeup for 'Rica Rica' |work=MEAWW |url=https://meaww.com/nature-members-cultural-appropriation-desi-culture-bindi-bengali-wedding-makeup-for-rica-rica-teaser |access-date=25 January 2022}}</ref> In India, negative effects of K-Pop started emerging among teenagers which included [[sleep deprivation]], unhealthy obession and addiction, anger and aggressiveness, stealing money to follow idol lifestyle and in extreme cases depression and [[suicide]]. Many school children started undergoing psychiatric treatment. Medical experts also raising red flags. The cases are coming mostly from single child working parents.<ref>{{Cite web |last=Rajput |first=Vipul |date=16 July 2022 |title=Teens seek psychiatric help for BTS obsession |url=https://ahmedabadmirror.com/caught-in-the-korean-conundrum/81839188.html |access-date=2022-08-03 |website=Ahmedabad Mirror |language=en}}</ref><ref>{{Cite web |last=Manongdo |first=Jennifer |date=2022-07-18 |title=Teens Undergo Psychiatric Treatment For K-Pop Obsession: 'This Is A Red Flag' |url=https://www.ibtimes.com/teens-undergo-psychiatric-treatment-k-pop-obsession-red-flag-3577151 |access-date=2022-08-03 |website=International Business Times}}</ref>  

With growing popularity and recognition of Korean Pop Music, there is an emerging trend of increasing backlash in [[Bangladesh]] from conservative section of the society.<ref>{{Cite news|last=Waqar|first=Tuba|date=20 November 2021|title=#ENDVIOLENCE and BANGLADESH BTS ARMY Trends After BTS Fan in Bangladesh Allegedly Got Attacked|url=https://www.sportskeeda.com/pop-culture/endviolence-bangladesh-bts-army-trends-bts-fan-bangladesh-allegedly-got-attacked|work=Sportskeeda|access-date=24 November 2021}}</ref> K-Pop artists and fans are targeted due to fear of promoting liberal or [[Atheism|atheistic]] values and [[LGBT movements]] in the country.<ref>{{Cite magazine|last=Delgado|first=Sara|date=23 November 2020|title=BTS Member Suga on Mental Health and Masculinity|url=https://www.teenvogue.com/story/bts-suga-mental-health-and-masculinity|magazine=Teen Vogue|access-date=24 November 2021}}</ref><ref>{{Cite news|last=Mendoza|first=Kenn Anthony|date=17 July 2020|title=From BTS' RM and Jungkook to Super Junior's Kim Heechul: How K-pop Idols Are Supporting LGBT Rights|url=https://www.scmp.com/magazines/style/celebrity/article/3093470/bts-rm-and-jungkook-super-juniors-kim-heechul-how-k-pop|work=South China Morning Post|access-date=24 November 2021}}</ref> One anonymous [[Hacktivism|hacktivist]] group called Team Copyright targeted BTS official [[Twitter handle]] for their open LGBTQ+ support and questioning the current [[masculinity]] standards by misusing loopholes of [[Digital Millennium Copyright Act]] (DMCA).<ref>{{Cite news|last=Khan|first=Afreen|date=17 November 2021|title=A Bangladeshi Account Is Targeting BTS' Official and Fan Accounts for 'Promoting Atheism and Homosexuality'|url=https://www.sportskeeda.com/pop-culture/a-bangladeshi-account-targeting-bts-official-fan-accounts-promoting-atheism-homosexuality|work=Sportskeeda|access-date=24 November 2021}}</ref> The group claims the reason behind its actions is to maintain the purity of [[Islamic culture]].<ref>{{Cite magazine|last=Dongre|first=Divyansha|date=23 November 2021|title=How Self-appointed Vigilantes are Exploiting Policy Loopholes to 'Police' BTS' ARMY|url=https://rollingstoneindia.com/how-self-appointed-vigilantes-are-exploiting-policy-loopholes-to-police-bts-army/|magazine=Rolling Stone India|access-date=24 November 2021}}</ref><ref>{{Cite news|last=Chin|first=Monica|date=18 November 2021|title=BTS Fan Twitter Accounts Say They're Being Targeted by Copyright Trolls|url=https://www.theverge.com/2021/11/18/22789201/bts-fan-accounts-dmca-takedowns-twitter-copyright-suspension-allegation|work=The Verge|access-date=24 November 2021}}</ref>

On 23 November 2021, [[RBW (company)|RBW]] and [[Purple Kiss]] apologized for display of [[Nazi symbolism|Nazi symbols]] during promotional photos for holiday season merchandise package.<ref>{{Cite news|last=Herman|first=Tamar|date=24 November 2021|title=K-pop Group Purple Kiss' Label Says Sorry for Nazi Symbol One Member Wore in a Promotional Photo|url=https://www.scmp.com/lifestyle/k-pop/bands/article/3157217/k-pop-group-purple-kiss-label-says-sorry-nazi-symbol-one|work=South China Morning Post|access-date=3 December 2021}}</ref> In the same year, Sowon of [[GFriend]] and [[Source Music]] also apologized for posting pictures on social media with Nazi [[mannequin]].<ref>{{Cite news|last1=Guy|first1=Jack|last2=Kwon|first2=Jake|date=1 February 2021|title=K-pop Star Sowon Apologizes for Flirty Pictures with Nazi Mannequin|url=https://www.cnn.com/2021/02/01/entertainment/k-pop-sowon-nazi-photos-apology-scli-intl/index.html|work=CNN|access-date=3 December 2021}}</ref>

With [[globalization]] of Korean wave, [[colorism]] became bone of contention between domestic and foreign fans. Korean content such as [[Single's Inferno]] faced backlash for pushing [[Pale (skin tone)|pale skin]] preference.<ref>{{Cite web |last=Gogoi |first=Monami |date=2022-02-06 |title=Beyond K-Pop, watch Single's Inferno to truly understand Korea's dark beauty standards |url=https://theprint.in/opinion/pov/beyond-k-pop-watch-singles-inferno-understand-korea-beauty-standards/822791/ |access-date=2022-07-12 |website=ThePrint |language=en-US}}</ref> As per academics, colorism may not be a problem in South Korea due to its [[Monoethnicity|monoethnic]] background, but viewed negatively in highly diverse markets such as Southeast Asia, India and the United States. With South Korea planning to issue Hallyu visa for foreigners, Korean [[academician]]s started discussing colorism and diversity that can affect future of Korean wave.<ref>{{Cite news|last=Yang|first=Haley|date=11 January 2022|title=Mirror, mirror on the Wall, Does Being Fair Mean You Have It All?|url=https://koreajoongangdaily.joins.com/2022/01/11/entertainment/television/Singles-Inferno-Singles-Inferno-Netflix-korea/20220111154702279.html|work=Korea JoongAng Daily|access-date=14 January 2022}}</ref><ref>{{Cite news|surname=Choi|given=Jae-hee|date=13 January 2022|title=Foreign Creators Excited over Korea's Upcoming Hallyu Visa|url=https://www.koreaherald.com/view.php?ud=20220113000924|work=The Korea Herald|access-date=14 January 2022}}</ref>

== See also ==
{{Portal|Society|Korea}}
* [[Cinema of Korea]]
* [[Korean cuisine]]
* [[Korean Cultural Center]] 
* [[Korean Culture and Information Service]]
* [[Culture of Korea]]
* [[Culture of South Korea]]
* [[Tourism in South Korea]]
* [[Hallyuwood]]
* [[South Korean animation]]
* [[Korean drama]]
* [[Korean rock]]
* [[K-pop]]
* [[Manhwa]] and [[Webtoon]]
* [[Literature Translation Institute of Korea]]
* [[KOTRA]]
* [[Korea Tourism Organization]]
* [[Presidential Council on Nation Branding, Korea]]
* [[List of K-pop concerts held outside Asia]]
* [[Korean hip hop]]
*[[Zeitgeist]]

== References ==
{{Reflist}}

== External links ==
{{Commons category}}
{{Wiktionary}}
* [https://web.archive.org/web/20070614134434/http://www.iias.nl/nl/42/IIAS_NL42_15.pdf Critical article by Roald Maliangkay on the recent development of the Wave]
* [http://news.bbc.co.uk/1/hi/business/1646903.stm "'Korean Wave' Piracy Hits Music Industry"], BBC, 9 November 2001.
* [https://www.nytimes.com/2006/01/02/world/asia/02iht-korea.html "A rising Korean wave: If Seoul sells it, China craves it"], The [[International Herald Tribune]], 10 January 2006.
* [https://web.archive.org/web/20040808020704/http://koreacontent.org/ Korean Culture & Content Agency]
* Shim Doo Bo, [https://journals.sagepub.com/doi/pdf/10.1177/0163443706059278 Hybridity and the rise of Korean pop culture in Asia], ''Media, Culture and Society'', January 2006, Vol. 28, no. 1, pp.&nbsp;25–44.

{{K-pop}}
{{Korea topics}}
{{Authority control}}

[[Category:Articles containing video clips]]
[[Category:Exceptionalism]]
[[Category:Fandom]]
[[Category:Korean nationalism]]
[[Category:Social movements in South Korea]]
[[Category:South Korean popular culture]]
[[Category:South Korean youth culture]]