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Over the past few decades, the global cultural landscape has undergone a seismic shift as new trends and entertainment forms emerged. South Korea, in particular, has of integrating culture into Western media; the remarkable success of K-pop groups, the record-breaking rise of Netlflix’s “Squid Game,” and the widespread embrace of Korean cuisine, for example, reveal the country’s unparalleled impact on international business.
The fast-growing current of South Korea’s global popularity through exportation of pop culture, called the encompasses many industries, including film, music, arts, food, technology, and beauty. The phenomenon extends beyond mere entertainment and acts as a employed by the Korean government to foster positive perceptions and economic opportunities.
Many point to the late 1990s as the , when the and over South Korean entertainment came to an end. This allowed South Korea to bloom as a major exporter of popular culture, particularly into neighboring countries like Japan and China. K-dramas and Korean cinema became widespread within Asia, and eventually expanded into the Middle East and Eastern Europe. In the 2000s, the hit “Gangnam Style” by South Korean artist Psy- which reached number two on the Billboard 100’s chart in 2012- allowed the country to in the United States and Europe, as well. , the value of cultural exports from South Korea surpassed that of cultural imports for the first time.
K-pop is another industry that has experienced a massive boom in global success. The 7-member boy band BTS, or the Bangtan Boys, is a major catalyst of this. With the release of songs like “No More Dream” in 2013, the group has achieved in terms of music and social media as of 2021. Now, BTS is worth to South Korea’s economy- half a percent of the country’s entire economy. In fact, an reportedly choose South Korea as their destination, citing BTS as the reason. With the musical group boosting the appeal of South Korean products- like clothes, cosmetics, and food-, companies like Hyundai and EBay have been able to promote the band and
Similarly, the 4-member Korean girl group Blackpink, which has been called the “biggest pop band in the world” by , has pushed Hallyu to record-breaking points. In June 2020, Blackpink’s music video for the song “How You Like That” received 86.4 million views in 24 hours, making it the . The group also became the first artist on YouTube to hit 75 million subscribers. , since 2018, K-Pop streams on the app have increased by 107% in the U.S. and 230% globally, resulting in almost 8 billion streams per month around the world.
A large part of the Korean Wave, however, can be attributed to the film and TV sector of entertainment. From K-Dramas like the 1999 show “Winter Sonata” to internationally acclaimed films like “Parasite,” Korean films are leading the way for Hallyu. The dark comedy thriller film “Parasite,” released in 2019, was the first South Korean film to win the Palme d’Or award at the Cannes Film Festival, as well as for Best Picture, Best Director, Best Original Screenplay, and Best International Feature film. In addition to becoming the , “Parasite” delivered commentary to worldwide viewers about social class, inequality, and poverty in South Korea, drawing attention to important issues.
Other industries, such as K-beauty and food, have also become widespread. Kimchi, gochujang flavors, and the South Korean ramen brand Buldak are rising in global popularity. Additionally, in 2020, South Korea was third overall in global cosmetic exports, and Korean skincare has been than Western remedies.
However, South Korea’s trajectory is not an isolated case; similar cultural phenomena have unfolded in other countries, including the rise of and from Australia. The country is just one example of how culture can reshape global preferences and catalyze international business growth.
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