hallyu

Hallyu, or the Korean Wave, is the rising global popularity of South Korean culture since the late 1990s. It encompasses K-dramas, K-pop music, cinema, fashion and beauty trends, online content, and cuisine.

The term originated in China in the late 1990s to describe the spread of Korean culture, and it expanded in East Asia before reaching global audiences through streaming platforms and social media.

Early growth came from popular dramas such as Winter Sonata (2002) and Jewel in the Palace (2003), followed by increased access to music videos and films online, which broadened the fan base beyond Asia.

In the 2010s, K-pop groups like BTS and Blackpink achieved international chart success; Korean cinema gained prominence with Parasite (2019). Webtoons, gaming, fashion, and cuisine also contributed to the wave.

South Korea supports cultural exports through government agencies such as KOCCA and the Ministry of Culture, Sports and Tourism, as part of a soft-power strategy that combines public funding with private entertainment production.

Hallyu has expanded South Korea's cultural influence and economic activity, while facing criticisms about copyright, labor conditions, and cultural homogenization. The phenomenon remains dynamic, adapting to new platforms and audiences.