It is No Incident That We’re Obsessed with Parasite & BTS

  • South Korea has been striving to turn into the world’s top exporter of common lifestyle.
  • The country’s “soft power” in the global local community is growing at a stratospheric pace.
  • The rapid advancement of K-lifestyle is aiding the government produce enormous earnings.

The South Korean leisure market cannot be stopped. Bands like BTS and flicks like “Parasite” are capturing audiences throughout the world.

Bong Joon-ho’s “Parasite” manufactured historical past past Sunday, profitable four Oscars. It grew to become the first non-English language movie to acquire the Academy Award for finest photo.

That should not surprise you.

Millions of men and women around the globe are by now obsessing over K-pop and K-dramas. But some continue to ponder: How did it all come about and how considerably could it go?

They Connect with It Hallyu

Also recognized as the Korean Wave, Hallyu refers to the improve in the global acceptance of South Korean lifestyle.

2019 World-wide K-pop Map. The bigger the circle, the extra common K-pop is in the applicable location. | Source:

And if you aren’t dwelling under a rock, then likelihood are you’ve occur across the serious-life conditions. There are Korean dramas on Netflix, Korean skincare products and solutions on the shelves, and Korean BBQ dining places at pretty much each corner.

No facet of life is excluded: flicks, graphic novels, literature, meals, make-up, style – you identify it.

BTS Would Not Exist With out This K-Pop Chief

BTS’ tune played at the 2018 Winter season Olympics. Blackpink done at 2019 Coachella. EXO’s Monster video clip received over 312 million sights on Youtube. But who was at the forefront of this success?

Psy produced his hit “Gangnam Type” in 2012. He succeeded wherever K-Pop experienced failed so quite a few moments prior to: going viral throughout the world.

Everybody from Ellen DeGeneres to Britney Spears was understanding the dance moves.

The Wall Road Journal released “5 Have to-See” reaction movies. The American rapper T-Agony was retweeted 1,700 moments when he wrote:

T-Agony was experience the Hallyu. | Source: Twitter

The tune now has extra than 3.5 billion sights on YouTube and remains the fifth most appreciated video clip in the site’s historical past. It paved the way for the substantial success of bands like BTS.

The Achievement of Parasite, Psy, and BTS Is No Incident

South Korea is one of the couple nations, if not the only one, with a devoted target of getting the world’s top exporter of common lifestyle.

Euny Hong, an writer of “The Beginning of Korean Interesting,” wrote:

Korea is throwing all of its excess weight and billions of pounds into building itself the quantity one exporter of pop lifestyle in the globe. The notion is that if you create the provide, the demand will stick to.

In this way, South Korea is striving to grow its global charm, aka “soft electric power,” throughout the world. And it’s working.

In 2016, Wayne Arnold, global CEO of Lowe Profero, reported:

There is not a state that has not experienced some impact from Korean lifestyle, whether that’s in the form of K-pop or a Samsung cellular phone.

Dixon Wong Heung-wah, head of the global resourceful industries software at the University of Hong Kong, told the South China Early morning Article:

It’s the global development to boost resourceful industries. Advertising and branding are what transforms creativity into hard cash, and that is what South Korea excels in.

The Korean Economy Is Reaping the Positive aspects of “Soft Power”

K-pop and K-dramas have a immediate impact on consumer buys. Michael DeSimone, CEO of e-commerce methods enterprise Borderfree, said:

For illustration, a YSL lipstick worn in the tv series ‘My Appreciate from the Star’ bought out internationally quickly soon after it appeared on the software. Numerous other luxury products and solutions prominently highlighted in the clearly show also bought very well.

The Korean cosmetics sector recorded 26.5% development in 2018, with the export of elegance products and solutions growing 6-fold over the past ten years.

Value of cosmetics exported from South Korea from 2011–2018. | Source: Statista

The market is anticipated to hit $200 billion by 2024.

The country’s tourism is booming as very well. K-pop concerts bring in hundreds of thousands of men and women. BTS just experienced a record-breaking U.S. tour. Netflix buys rights to air K-dramas. Enthusiasts are completely ready to obtain their idols’ goods irrespective of their costs.

BTS has rabid enthusiasts throughout the globe – even in Ukraine. | Source: ANDRIY B/

Even Korean mukbangs and ASMR movies are under a highlight on YouTube, making billions of sights.

Will the Wave Strike Even More difficult?

The Korean Wave’s development over the past couple many years has been a thrilling one.

The Korea Basis recently produced studies demonstrating that the quantity of K-enthusiasts enhanced to virtually 100 million – escalating about 11% in just one yr – in 2019.

Nevertheless, it may perhaps have only just started.

With so a lot international awareness, no one can blame the Korean government for leveraging its leisure market to further push the success of the Korean culture, financial state, and lifestyle.

The wave is below, and South Korea is browsing.

Disclaimer: The viewpoints expressed in this report do not automatically replicate the sights of

This report was edited by Aaron Weaver.

Last modified: February 16, 2020 11:40 AM UTC