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hallyu

Asia is rising but its brands need to stop hiding

asian media douyin hallyu By Chris Baker

No doubt, Asia’s GDP is soaring and its cultural influence is on the rise. Yet, as execs from The Effectiveness Partnership point out, its brands are still getting lost in the shuffle.

Korea: The Asian Tiger’s cultural leap

culture hallyu korea kpop quantum By Luna Aw

How South Korea leveraged ‘soft power’ and cultural dominance in its killer marketing strategy.

What Parasite's Oscar win means for Korean culture

culture hallyu korea oscars sounding board By Staff Reporters

SOUNDING BOARD: We ask the industry how the success of 'Parasite' will affect brand appetite for Korean content.

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

hallyu korea By Helen Roxburgh

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

Hallyu-inspired events are all the rage in South Korea

hallyu south korea By Surekha Ragavan

Korea Tourism Organization uses its cultural influence to draw in events.