We call it “Hallyu”. Or “Korean wave”. And if it hasn’t yet swept through you or taken away one of your friends, a relative or any acquaintance, then it won’t be long before it happens. Because today, South Korean pop culture is more popular than ever. With an expansion that shows no signs of slowing down, quite the contrary. Articulated around dramas (television series), K-pop music, cinema, webtoons (digital comics designed to be read on a screen) or even cosmetics and gastronomy, Hallyu has literally conquered the world.
Why such success? “Already, because there is a large quantity of productions, but also quality. And a lot of diversity »underlines Ophélie Surcouf, specialist on Korea and author of the books The survival guide for lost travelers in South Korea (Éditions Hachette) and K-pop Culture: All the keys to better understanding Korea (Editions Hors collection). For her, “This diversity means that we can be hooked in many different ways: there is fashion, films, K-food, K-pop, K-beauty… Everything is connected in an intelligent way. South Korean culture has been an excellent alternative to American culture. She has a way of telling different stories.” A phenomenon which, supported by the Internet and social networks, has allowed Seoul to strengthen its cultural and economic influence in the world.
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In France, as in many countries, “The shift mainly took place in 2021”says Ophélie Surcouf, who discovered Korean culture in 2009 and who now lives there. This year, the Squid Game series is released on Netflix and it’s madness. In one month, it is at the top of the streaming platform in more than 90 countries….
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