Hallyu, a Chinese term that translates to the “Korean Wave”, is an extraordinary cultural movement that originated in South Korea and has swept the globe over the past 25 years.
It spans various cultural and artistic domains—from music, drama and film to fashion, beauty, and even cuisine. This movement has played a pivotal role in crafting a fresh global image for the country, turning its unique brand of culture into internationally resonant soft power.
The country has reaped the benefits across a range of prestigious global events. Among them, Han Kang became the first Korean-language author to win the Nobel Prize for Literature. The movie Parasite has also been phenomenally successful, winning a range of Oscars at the Academy Awards in 2020, including the Best Picture title.
Al Majalla examines this unprecedented phenomenon, its origins, and the ripples it has sent across the world.
Origins and evolution
Hallyu began in the late 1990s when Korean dramas began to gain widespread popularity across Asia, especially in Japan and China. At the time, South Korea was actively developing its cultural infrastructure, driven by ambitious government policies aimed at transforming it into a global cultural hub for music, television and film. The intention was to diversify from the country’s economic reliance on heavy industry and technology.
Helped by this robust support, the lead role played by Korean TV dramas was soon supported by the wider popularity of Korean music. It became known as K-pop and became the primary force driving the dissemination of Korean culture beyond Asia. Hallyu broadened to include films. It reached Korean cosmetics in what became called K-beauty and spread to Korean cuisine, establishing it as a global phenomenon.
One of the most notable Korean TV series to achieve early and significant success was Winter Sonata in 2002. It included some of the features that helped drama from the country stand out, helping open the way for Hallyu’s global resonance with audiences: delicate storytelling, deeply emotional themes, polished narratives and high production value.
Having gripped Asia, Korean dramas quickly found their way to audiences in the Middle East, Europe, and the Americas. Perhaps the most prominent and recent example is the Netflix series Squid Game. Since its release in September 2021, it has become one of the most-watched shows in the global streaming giant’s history. Written and directed by Hwang Dong-hyuk, the series achieved global acclaim for its gripping story and innovative approach.
On the big screen, the success of Parasite, directed by Bong Joon-ho, stands out as a pivotal moment in the history of Korean cinema. It became the first non-English language film to win the Academy Award for Best Picture, showcasing the remarkable artistic capabilities of Korea’s creative industries.
Before this, films such as Oldboy, The Host, and Memories of Murder had already drawn attention for their exceptional storytelling and unique exploration of themes like class conflict, societal pressure, and identity issues.
The secret to the industry’s success likely lies in Korean filmmakers' distinctive style, which blends realism with a critical perspective and boldly tackles cultural and societal topics. It produces films that are captivating and thought-provoking for global audiences.
K-pop tsunami
K-pop helped Hallyu reach a younger generation, catching the attention of teenagers. Musical groups like BTS, Blackpink, and EXO have transcended cultural and geographical boundaries, leveraging social media to achieve unprecedented worldwide popularity.
BTS is emblematic of K-pop’s rise, breaking barriers not only in music but also in culture. The band’s songs address issues such as mental health, self-empowerment, and equality, attracting a global fanbase known as ARMY. K-pop’s combination of catchy melodies, intricate choreography, high-quality videos, and meticulous attention to detail, not least over fashion and appearance, sets it apart.
Members of K-pop groups undergo rigorous training before their debut, with comprehensive programmes covering singing, dancing, acting, and learning foreign languages. The groups portray an idealised image that captivates millions of young people around the world.
Social media has played a crucial role in accelerating the spread of Hallyu, with audiences themselves becoming an integral part of its promotion, further amplifying the popularity of Korean art. Platforms like YouTube, X (formerly Twitter), Instagram, and TikTok have enabled Korean artists to rapidly reach new audiences and achieve record-breaking viewership. These platforms also allow fans to interact with artists, stay updated on their activities, and share their news effortlessly.
One landmark moment in Hallyu’s history is the singer Psy’s Gangnam Style dance challenge in 2012. It gained massive traction on social media and introduced K-pop to audiences unfamiliar with Korean music. The original video received over 1 billion views, making it the most-watched video on YouTube at the time.
Hallyu has also proven to be a powerful tool for reinforcing Korea’s national identity. Through arts and entertainment, artists and filmmakers have successfully shared Korean culture and history with the world.
Many artistic works emphasise cultural values such as family, respect, and tradition, effectively showcasing the positive aspects of Korean culture. For example, the series Goblin (2016) explores themes of loss and longing, evoking deep human emotions that resonate across diverse cultures. Similarly, Crash Landing on You (2019) highlights the complexities of North and South Korea through an unconventional love story, sparking discussions about the political challenges between the two nations.
Tourist boost
Hallyu has also significantly boosted tourism. Many tourists now visit the country to experience Korean culture firsthand, explore filming locations of popular dramas, and attend K-pop concerts. In 2019 alone, tourism revenues driven by Hallyu were estimated in the billions of dollars, prompting the government to invest in developing tourism infrastructure to further support the sector. Korean cultural exports, including music, films, and fashion, have also seen remarkable growth, with K-pop alone generating approximately $5bn in revenue in 2020.
The South Korean government has played a pivotal role in promoting Hallyu by providing financial and marketing support to artists and creators, implementing strategies to enhance Korea’s cultural influence internationally, and establishing educational and artistic institutions to train talent across various fields.
This comprehensive support has elevated the quality of cultural and artistic production. Additionally, major Korean companies such as SM Entertainment, YG Entertainment, and JYP Entertainment have been instrumental in developing Hallyu. These companies provide financial backing and actively participate in designing and executing marketing and production campaigns.
The Hallyu wave has led to increased cultural exchange between South Korea and the rest of the world. Many countries have begun embracing Korean culture, whether through food, fashion, or lifestyle trends. This influence is particularly evident in Asian countries, where Korean food outlets, restaurants, and fashion have become widespread. The country’s cuisine has gained growing popularity, with dishes such as kimchi and bulgogi becoming favourites for many.
Moreover, it has become common to see young people in various countries wearing Korean-inspired fashion and adopting hairstyles modelled after K-pop stars. Musical groups from different countries have also started incorporating elements of Korean music and dance styles into their work, leading to the formation of numerous bands in the United States and Europe that blend K-pop elements into their music.
Benefits and challenges
Hallyu amounts to a form of soft power. It has enhanced South Korea’s global image, fostered active cultural exchange, and contributed significantly to diplomatic relations. The massive popularity of Korean culture has also sparked global interest in learning the Korean language. Many universities worldwide now offer Korean language courses, and platforms like Duolingo have reported a rise in the number of users learning Korean.
