From Squid Game to BTS and Parasite, South Korea’s global cultural takeover shows no signs of stopping! With $14 billion in Hallyu-related exports in 2023 and platforms like Netflix investing billions in Korean entertainment, the Korean Wave is reshaping pop culture, beauty, and cuisine worldwide. In his latest article for The Conversation, Professor Sameer Hosany, Head of our Department of Marketing, further explores the reasons behind this global phenomenon.

South Korea's global cultural success continues to grow, with the release of the second season of Squid Game breaking records and reinforcing the power of 'Hallyu' - or the Korean Wave. The popularity of the show continues in the footsteps of other global hits, including K-pop sensations like BTS and the Oscar winning film Parasite, all contributing billions to the economy of South Korea. The success is not accidental, but part of a long-term government strategy that began in the 1990s to boost the country's soft power by exporting its culture around the world.
In his article, Sameer looks back at the shift in government policy, examining how the increasing global influence of Korean culture can be linked to the expansion of cultural exports — from entertainment to beauty and cuisine — creating a multi-billion-dollar industry. Beyond the economic impact, Hallyu has also shaped global perceptions of South Korea, increasing tourism, cultural familiarity, and encouraging demand for more. With a combination of strategic policies, digital innovation, and creative storytelling, South Korea has transformed itself into a cultural powerhouse with a lasting global impact. 

The full article is available via The Conversation here.