F:\FIELDWORK\FIELD_NOTES\HALLYU
Hallyu (Korean Wave)
2026-06-01
South Korea
The Korean Wave, or hallyu (Korean: 한류; IPA: [ˈha(ː)ʎʎu] ⓘ), refers to the important rise in global interest in South Korean popular culture that has spread rapidly since the 1990s. It is led by the spread of K-pop, K-dramas, K-beauty, K-food, and films, with key successes including K-pop groups 2NE1,[1][2] BTS and Blackpink, the Oscar-winning film Parasite (2019) and the Netflix television series Squid Game (2021–2025).[3][4] The Korean Wave has been recognized as a form of soft power and a significant economic asset for South Korea, generating revenue through cultural exports and tourism.[5]