The Korean Wave, or Hallyu, is usually dated to 1997, when Chinese state broadcaster CCTV aired the Korean drama "What is Love" (1991-92), an unlikely hit that is often credited as the phenomenon's starting point. Almost three decades later, the industry that emerged from it has become one of Korea’s most closely watched exports, with dramas, K-pop, webtoons and games driving revenue growth and global success, and spilling over into related industries such as tourism, beauty, food and fashion. T
Hallyu, or the Korean Wave, refers to the global popularity of South Korean culture, including K-dramas, K-pop, and more.
Hallyu is often traced back to 1997 with the airing of the Korean drama 'What is Love' in China.
There are discussions around whether Hallyu has peaked, as the industry faces new challenges despite its past successes.
Hallyu has positively impacted tourism, beauty, food, and fashion industries in addition to entertainment.