The Korean Wave’s Rising Tide: K-Pop, Streaming, and Tourism Fuel National Brand
South Korea’s cultural influence continues to surge globally, with the “Korean Wave” – or Hallyu – solidifying its position as a key driver of national brand competitiveness and economic growth. A recent report from the Ministry of Culture, Sports and Tourism (MCST) highlights K-pop’s dominance in international media coverage, alongside the growing impact of Korean dramas, and cuisine.
K-Pop Leads the Charge in Global Media
According to the ‘2025 Global Korean Wave Trend Analysis Report’ published by the MCST and the Korea Cultural Information Service, K-pop receives the most attention worldwide. The report analyzed approximately 1.5 million pieces of Korean Wave-related data – including foreign news articles and social media posts from 30 countries – to determine these trends.
Regional breakdowns reveal K-pop’s widespread appeal:
- Asia: 31.8% of foreign media coverage
- Europe: 24.5% of foreign media coverage
- North America: 32.3% of foreign media coverage
- Central & South America: 38.1% of foreign media coverage
Top K-Pop Groups Driving the Trend
Within the K-pop landscape, several groups stand out as major trendsetters. Blackpink currently leads in topicality with a 14.2% share, followed by BTS (7.3%) and Latest Jeans (3.0%).
Beyond Music: Dramas, Animation, and Cuisine
The Korean Wave’s influence extends beyond music. Netflix’s animated series ‘K-Pop Demon Hunters’ exceeded 300 million views, demonstrating the global appetite for Korean-produced content. The drama ‘I Was Fooled,’ set in Jeju, has also attracted international viewers and boosted tourism to the region. Season 3 of ‘Squid Game’ maintained its global dominance, ranking first in viewer ratings in 93 countries upon its release.
Interest in Korean cuisine is also on the rise, fueled by exposure through cooking entertainment shows like ‘Black and White Chef’ and the popularity of ‘Squid Game.’
MCST’s Strategy for Continued Growth
An official from the Ministry of Culture, Sports and Tourism emphasized the strategic importance of the Korean Wave, stating it is “a major strategic asset that leads the national brand and industrial competitiveness beyond a simple content trend.” The MCST plans to continue strengthening customized overseas promotion strategies to capitalize on this momentum.
About the Ministry of Culture, Sports and Tourism
Established on February 29, 2008, the Ministry of Culture, Sports and Tourism (MCST) is the South Korean government agency responsible for overseeing tourism, culture, art, religion, and sports. Learn more about the MCST.