Helen Roxburgh
Oct 15, 2018

The ‘Hallyu Wave’: How Korean culture spread across the world

Government support for creative industries, and marketing, created new cultural perceptions.

Giddy up: K-pop star Psy kickstarted the global Hallyu craze in 2012.

The sweeping popularity of South Korean pop culture, known as Hallyu’, is a modern phenomenon a reinvention of the small Asian country through the export of its music, TV, beauty products, food and technology, which have gained unprecedented popularity across the continent and beyond. 

While the roots of K-pop date back two decades, it was the 2012 smash hit Gangnam Style’ that really catapulted the genre onto the international stage....

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