It’s called “Hallyu”. Or the “Korean wave”. And if it hasn’t surged around you or swept away one of your friends, acquaintances, or anyone you know yet, then it won’t be long. Because today, South Korean pop culture is more popular than ever. With an expansion that shows no signs of slowing down, quite the opposite. Centered around dramas (TV series), K-pop music, cinema, webtoons (digital comics designed to be read on a screen), as well as cosmetics and gastronomy, Hallyu has literally conquered the world.
Why such success? “First, because there is a large quantity of productions, but also quality. And a lot of diversity,” emphasizes Ophélie Surcouf, a specialist in Korea and author of the books “The survival guide for lost travelers in South Korea” (Hachette editions) and “K-pop Culture: All the keys to better understanding Korea” (Hors collection editions). For her, “This diversity is what allows us to engage in many different ways: there is fashion, films, K-food, K-pop, K-beauty… Everything is intelligently interconnected. South Korean culture has been an excellent alternative to American culture. It has a way of telling different stories.” A phenomenon supported by the Internet and social networks, which has allowed Seoul to strengthen its cultural and economic influence in the world.
The Korean group BTS records over 45 billion streams on Spotify
In France, as in many countries, “the turning point came mainly in 2021,” indicates Ophélie Surcouf, who discovered Korean culture in 2009 and now lives there. That year, the series “Squid Game” is released on Netflix and it becomes a phenomenon. In one month, it is at the top of the streaming platform in over 90 countries….
