K-Culture's Global Influence Expands
Korean Identity Awareness Declines
Wealth Gap and Employment Issues Must Be Addressed
Due to the Korean Wave, including K-pop and K-dramas, a survey found that 9 out of 10 Koreans have a positive view of Korean culture. However, when asked whether they feel proud to be Korean or consider Korea a good place to live, the number of positive responses declined, highlighting renewed attention to societal issues such as the wealth gap and employment problems that need to be addressed.
9 out of 10 Koreans Say "Korean Popular and Traditional Culture Is Outstanding"
According to the Ministry of Culture, Sports and Tourism's "2025 Survey on the Consciousness and Values of Koreans" released on December 25, 96.4% of respondents rated Korea's popular culture, including K-pop and K-dramas, as "excellent." The same percentage, 96.4%, also rated traditional culture and artifacts-such as Korean cuisine, hanbok, hanok, and crafts-as "excellent." In particular, positive evaluations of traditional culture and artifacts have consistently exceeded 90% since 2013, indicating that Koreans’ pride in their traditional culture remains high.
In fact, the global influence of Korean culture continues to expand. The Netflix animated film "K-Pop Demon Hunters," released in June, surpassed 300 million cumulative views worldwide, making it the most-watched film in Netflix history. The international influence of K-pop also remains strong. Blackpink member Rose's hit song "APT.," sung with Bruno Mars, achieved long-term popularity and was nominated for a Grammy Award, proving its presence in the global music market. Furthermore, as BTS, whose members have completed their military service, mentioned resuming full group activities next year, global interest in K-pop is expected to grow even further.
"Korea Is a Good Place to Live"... Down About 14 Percentage Points in Three Years
In contrast to the rising international status of Korean culture, overall national pride among Koreans has weakened. When asked, "Are you proud to be Korean?" 76.1% responded positively, a decrease of 13.7 percentage points compared to the previous survey in 2022.
Perceptions of Korea as a good place to live have also declined. When asked, "Do you think Korea is a good place to live?" 76.5% responded positively. This figure had been on the rise-74.5% in 2016, 81.9% in 2019, and 90.4% in 2022-but in this survey, it dropped by 13.9 percentage points in three years, reversing the upward trend. Pride in Korean history also fell. When asked, "Are you proud of Korea's history?" 73.9% answered positively, a decrease of 11.1 percentage points from 2022.
This shift in perception is linked to several challenges facing Korean society. The combination of the wealth gap, job insecurity, and housing issues negatively affects national pride. In fact, the same survey identified the most urgent social issues as the wealth gap (23.2%), employment (22.9%), real estate and housing (13.2%), and low birth rate and aging population (10.8%).
This survey was commissioned by the Ministry of Culture, Sports and Tourism and conducted by KSTAT Research from August 15 to October 2, using face-to-face household interviews with 6,180 Koreans aged 13 to 79 and 1,020 foreign residents in Korea. The survey began in 1996 and has been conducted every three years since 2013, making this the ninth edition.
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