Hallyu, the surging wave of global Korean culture, without China.

In 2006, the Korean entertainment company CJ E&M expressed an explicit goal that “everyone will watch at least 2-3 Korean movies a year, eat Korean food 1-2x per month, watch 1-2 Korean dramas per week, and listen to 1-2 Korean songs per day”. ”Impossible”, any observer would have scoffed. Yet today, with the runaway success of Squid Game, which is the most popular Netflix show in 92 countries, this goal seems imminently attainable. Netflix have recently announced a plan to invest half a billion dollars on Korean content in 2021.

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