Hallyu (Korean Wave)

Hallyu, or the Korean Wave, refers to the global popularity of South Korean culture, including music, television dramas, movies, fashion, and beauty. Starting in the late 1990s, Korean entertainment gained international audiences through streaming platforms and social media, fostering cultural exchange and economic growth. K-pop groups like BTS and blackpink, hit dramas like "Squid Game," and Korean cinema have become worldwide phenomena, influencing global trends. Hallyu exemplifies how well-crafted media and cultural exports can build a soft power network, strengthening South Korea's global cultural presence and fostering greater intercultural understanding.