The Korean Wave: how “Hallyu” is redefining innovation, connection, and luxury

In an era where cultural influence is as powerful as economic might, South Korea’s Hallyu — once a niche interest — now shapes global industries from beauty to automotive, driving a $12.3 billion wave of innovation and creativity. Lashai Ben Salmi investigates

The global influence of South Korean culture on the global landscape has been growing for two decades, and show no sign of slowing down (Alamy Stock Photo)

In the late 1990s, few could have predicted that South Korea would transform into a global cultural superpower. What began as a regional fascination with Korean dramas and pop music eventually evolved into Hallyu—the Korean Wave—a phenomenon that now permeates international culture, technology, media, design and beyond.

From the meteoric rise of K-Pop and Korean cinema to innovations in beauty, hospitality, and even automobiles, Hallyu has become a blueprint for global success. According to the Korean Foundation for International Cultural Exchange (KOFICE), the global economic impact of Hallyu reached $12.3 billion in 2022, with South Korea’s cultural exports continuing to grow year on year.

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