Back in 2012, South Korean entertainment was barely on the global radar. At the time, Psy’s “Gangnam Style” stood out as its most notable export. However, fast forward to today, and the story is entirely different. Over 220 million fans worldwide now adore Korean content. Notably, Netflix’s Squid Game has become its most-watched show ever.
The “Korean Wave,” or Hallyu, surged as streaming platforms gained popularity. Korean dramas, music, and films started reaching global audiences. Furthermore, their universal themes and polished production captivated hearts everywhere.
The Rise of Korean Content
The Korean Wave didn’t happen overnight. It began after South Korea’s military dictatorship ended in 1987. Once censorship eased, creators began experimenting with fresh ideas. They drew inspiration from Hollywood while infusing their unique culture.
Simultaneously, South Korea experienced rapid economic growth. During the 1990s, chaebols, or large conglomerates, invested heavily in entertainment. This influx of money gave Korean productions a polished, Hollywood-like sheen.
Meanwhile, K-pop became a domestic phenomenon. Groups like H.O.T and Shinhwa rose to fame, laying the groundwork for today’s idols. Agencies replicated Japan’s rigorous artist training systems to produce “perfect” idols with polished images.
By the 2000s, Korean music and TV dominated East and Southeast Asia. Subsequently, streaming platforms expanded their reach, bringing Korean content to global audiences. Recommendation engines kept viewers engaged by suggesting new shows and songs.
Why Fans Love Korean Entertainment
Fans like Evan appreciate how Korean dramas feel fresh yet relatable. For instance, he loved Full House for its gradual romance and cultural nuances, like removing shoes indoors. Netflix’s recommendations led him to explore more shows, eventually pulling him into the world of K-pop.
For Mary Gedda, a French actor, food played a significant role in her fascination. After becoming a fan of K-dramas, she moved to Seoul. Mary remembers crying while eating spicy kimchi stew, a dish she had seen on screen countless times. “It was so spicy, but I wanted to try it,” she said.
Romance and Reality
Belgian fan Marie Namur initially fell for the dreamy romances in K-dramas. Stories of handsome heroes and heartwarming love drew her in. Eventually, she moved to South Korea, hoping to experience her own romantic fairytale.
However, reality didn’t align with her expectations. “I don’t want to be a housewife,” she admitted. “But many men here prefer traditional roles.”
K-dramas, however, offer an escape for international fans. They attract audiences tired of hypersexualized Western content. Additionally, socially conscious hits like Parasite and Squid Game resonate with viewers disillusioned by economic inequality.
The Challenges of Global Fame
Nevertheless, the global spotlight on Korean entertainment comes with challenges. For instance, stars endure immense pressure to maintain a perfect public image. Creators have also voiced concerns about low pay and harsh working conditions.
At the same time, debates about the increasing use of English lyrics in K-pop have sparked discussions about its authenticity.
Despite these issues, Korean culture continues to flourish. Professor Hye Seung Chung, who grew up in a repressive South Korea, recalls escaping into Hollywood films during her youth. Today, she feels proud to see Korean stories resonate with audiences worldwide. “It’s amazing to see the world embrace our culture,” she said.
A Worldwide Phenomenon
By blending romance, culture, and social critique, Korean entertainment has captivated a global audience. For fans like Evan and Mary, it offers a deeper connection to South Korea. From catchy K-pop tunes to compelling dramas, Hallyu continues to rise, uniting fans across the globe.
