"The Korean Wave Is in Its Renaissance... Regulatory Support Needed in Each Country" [K-Wave 3.0] ⑫

Era of K-Content, Beauty, and Cuisine
Experts: "Upward Trend Will Continue"
"Avoid Approaching with a Sense of Cultural Superiority"
Emphasis on Unified Government-Private Sector Teamwork for Sustained Influence

At the end of November last year, the '2025 Korea Game Week' was held at the OEG Stadium in Hanoi, Vietnam, hosted by the Korean Cultural Center in Vietnam. This event, now in its third year, aims to foster exchange between the gaming industries and cultures of Korea and Vietnam, and attracted a crowd of over 5,000 people. During the three-day event, preliminary and final rounds were held for three esports competitions-League of Legends (LoL), PUBG Mobile, and CrossFire-all of which enjoy high popularity in both countries.

Ragephil (real name: Tran Bao Minh), who plays for the Korean esports team DRX, also attended the event to meet his home country’s fans. Local game enthusiasts enjoyed a talk show with Ragephil, asking questions they had always wondered about, and, as if meeting their idol, requested autographs and commemorative photos, creating a joyful atmosphere.

At the '2025 Korea Game Week' event held in Hanoi, Vietnam, last November, hosted by the Korean Cultural Center in Vietnam, local game fans are taking commemorative photos with their country's eSports player, Ragephil (fifth from the left). Photo by Korean Cultural Center in Vietnam Facebook

Ragephil is the first foreign player to participate in the League of Legends Champions Korea Cup (LCK), the top-tier esports competition in Korea. Just as Park Jisung and Son Heungmin have made their mark in English professional football, Korea-the home of esports-directly discovered and recruited this promising player from Vietnam. He has become a symbolic figure connecting the two countries, even being invited to the Korea-Vietnam state banquet in August last year.

Choi Seungjin, Director of the Korean Cultural Center in Vietnam, emphasized, "For the influence of the Korean Wave to be sustained, as in the case of recruiting Ragephil, it is necessary to go beyond simply promoting our culture and pursue two-way exchanges. We should produce films or dramas through joint projects with the other country, featuring actors from both sides and blending the two cultures. This can serve as a starting point for seeking business opportunities between governments or companies, leading to a win-win situation for both countries."

"The Korean Wave Enriches Everyday Experience... And Will Become Even More Active"

The Korean Wave began in 1997 when Korean dramas gained popularity in China. In 1999, the Ministry of Culture and Tourism officially adopted the term "Korean Wave," and it has continued for nearly 30 years. The interest in Korean culture, sparked by dramas, expanded beyond music led by idol groups to include movies and games, fueling the content industry. Subsequently, beauty, fashion, and food featured in these contents also gained popularity, and, through platforms like YouTube, online video services (OTT), and social networking services (SNS), the Korean lifestyle as a whole has become a global point of interest. According to the Ministry of Foreign Affairs, as of December 2023, the number of Korean Wave fans (club members) worldwide surpassed 200 million for the first time, marking its entry into the mainstream of global pop culture.

Netflix animation K-Pop Demon Hunters video. Provided by Netflix

The impact on Korea's economy is also significant. According to the "2024 Korean Wave Ecosystem Research Report" published last year by the Korea Foundation for International Cultural Exchange, exports of cultural content products-including broadcasting, music, film, and games-are estimated to reach 11.569 billion USD (about 17 trillion KRW) in 2024. Of this, exports attributed to the Korean Wave account for 8.018 billion USD (about 12 trillion KRW), representing about 70% of related exports.

During the same period, in the export outlook for consumer goods and tourism-including food, cosmetics, fashion, automobiles, and mobile phones-exports due to the Korean Wave are projected at 7.165 billion USD (about 11 trillion KRW), or approximately 6.1% of the total 117.89 billion USD (about 173 trillion KRW). In 2014, exports of cultural content, consumer goods, and tourism due to the Korean Wave accounted for 0.95% of Korea’s total exports; in just ten years, this proportion has increased to 1.82%.

Experts from both industry and academia predict that the influence of the Korean Wave, now experiencing a renaissance, will continue for some time. Kim Namjo, a professor at Hanyang University’s Department of Tourism, noted, "It is no exaggeration to say that the Korean Wave is at its peak right now. Elements like hanbok and gat featured in K-Pop Demon Hunters may seem unfamiliar to Koreans, but they appear fresh to foreigners, contributing to the elevated image of Korean culture."

Jung Ransu, CEO of Project Su and adjunct professor at Hanyang University’s Department of Tourism, also commented, "Before the 2010s, interest in Korean culture was mainly among specific fan communities, but since 2015, with the rise of YouTube and especially after 2020 during the COVID-19 pandemic, the Korean Wave has spread into everyday experiences, not just certain fields. The upward trend continues, and it is highly likely to become even more active in the future."

"Approaching from a Foreigner's Perspective"... Concerns Over Damage to K-Beauty's Image Due to Oversupply

There was a consensus that, in order to sustain the popularity of K-content and the broader interest in the Korean lifestyle and translate it into industrial achievements, it is important to avoid nationalism and to harmonize with local characteristics. Jung pointed out, "The secret to the success of K-Pop Demon Hunters was its approach to Korean culture from a foreigner's perspective. Approaching culture from a position of superiority can create resistance."

Yoo Jeonghee, a food designer at France's K-Mart, emphasized, "Food manufacturers aiming to supply local distributors often believe that if a product sells well in Korea and is popular in the United States, it will succeed anywhere overseas. However, they often overlook food regulations in Europe or France. A thorough review of local market requirements-such as ingredient names, composition, allergy labeling, and labeling standards-must come first."

Foreign tourists are singing "Golden," a track from the Netflix animation "K-Pop Demon Hunters," at the 2025 Seoul Hunters Festival held at Seoul Plaza in Jung-gu, Seoul. Photo by Yonhap News

Visitors are enjoying a performance at the Korean Wave Expo held in Frankfurt, Germany. Photo by KOTRA

Lee Jaejin, manager of Lotte Department Store Hanoi, also noted, "Central Group, a major Thai distributor, opened a department store in Vietnam after seeing the rapid growth of the Vietnamese market, but failed to achieve significant results by applying the same business model used in their home country. For Korean business methods and culture to gain traction and be recognized abroad, localization that flexibly reflects the consumer characteristics and preferences of the target country is essential."

There were also warnings against the indiscriminate expansion of businesses riding the Korean Wave's popularity. Delphine Herve Tourat, a merchandise planner at France's Samaritaine Department Store, warned, "With the rapid spread of K-beauty’s popularity, some product categories are now experiencing an oversupply that exceeds market demand. If inventory management fails, the brand image of K-beauty-which is valued for its rarity and functionality-could be damaged, and the popularity of Korean products could fade as a temporary trend."

Collaboration between the government and the private sector is also essential for the spread and sustainability of the Korean Wave. Director Choi stated, "While investment in the local market is led by the private sector, government-level trust is essential for matters such as business permits and attracting tourists. There needs to be a clear division of roles to coordinate these aspects smoothly." Lee Ilyeol, professor at Sejong Cyber University’s Department of Hotel and Tourism Management, also advised, "The government, local governments, companies, and cultural institutions must form a united team. Rather than focusing on short-term achievements, we should consider long-term plans and policy support."