Korean tradition not a pattern, however a worldwide way of life: survey

Somewhere in Paris, a lady finishes her commute and opens Netflix — to not browse, however to renew. She already is aware of what she needs: the subsequent episode of “When Life Gives You Tangerines,” the Jeju Island-set drama she found by way of a thirty-second clip on Instagram three days in the past. In Sao Paulo, a college scholar is doing the identical.

This is what Hallyu appears to be like like in 2026 — not a second of discovery, however a matter of routine. The information is now in to show it.

The Ministry of Culture, Sports and Tourism and the Korea Foundation for International Cultural Exchange launched outcomes Monday from their 2026 Overseas Hallyu Survey, the biggest and most complete monitoring the worldwide consumption of Korean cultural content material. Now in its fifteenth yr, this version surveyed 27,400 individuals aged 15 to 59 throughout 30 nations — including Singapore, Chile and Poland for the primary time — between November and December.

The headline figures present that buyers of Korean content material now spend a median of 14.7 hours and $16.60 per 30 days doing so, up from 14 hours and $15.40, respectively, from the earlier yr’s survey.

Audiences encounter a scene, a tune, a magnificence tutorial, then migrate to long-form OTT platforms to devour the unique, the survey reveals. For selection reveals, the funnel runs much more sharply: SNS and short-form platforms have been the first level of contact for 61.4 % of selection content material shoppers, outpacing OTT as a primary touchpoint.

While Ok-pop is the cultural product most related to Korea globally, meals topped the expertise price chart barely forward of movie, drama and music.

“North Korean nuclear threat/risk of war” — as soon as a fixture within the higher rankings — dropped out of the highest 10 completely, displaced by IT merchandise (4.8 %) and cars (3.6 %), suggesting Korea’s international picture is consolidating round a culture-and-technology identification relatively than geopolitical anxiousness.

Regarding how shoppers outline Korean content material, respondents ranked cultural parts first at 23.3 %, forward of Korean solid members (21.8 %) and Korean settings. The nation of manufacturing ranked decrease than all three.

The dominant narrative of Hallyu’s unfold has lengthy centred on Asia. While Asia-Pacific markets proceed to report the best total expertise charges throughout content material classes, the expansion price was greater in Western nations.

In the US, expertise charges for Korean movie, dramas and selection packages all rose by greater than 10 proportion factors year-on-year. In the UK, vogue, animation and publication classes recorded features of as much as 12.3 proportion factors. Across Southern Europe, Korean music surged: France was up 11.3 factors, Italy up 9.7 and Spain up 6.4.

These aren’t incremental shifts. For researchers who’ve carried out this survey for fifteen years, the magnitude of Western acceleration in a single yr represents a qualitative change — the second at which Asian cultural saturation provides method to mainstream Western adoption. The survey’s authors describe it as Korean content material crossing into the “primary culture market” of Western nations, not a distinct segment imported desire however a competitor for primetime consideration.

The inclusion of Singapore, Chile and Poland this yr mirrored strategic curiosity in rising markets.

In the competitors for international desire, acquainted titles proceed to dominate. “Squid Game” holds first place because the most-preferred Korean drama at 12.4 %, whereas “Parasite” retains the highest spot amongst movies at 8.3 %. In gaming, PUBG: Battlegrounds has held first place for 5 consecutive years at 8.4 %.

But 2025 introduced real challengers. “When Life Gives You Tangerines” debuted at No. 2 within the drama rankings, with significantly robust resonance in Latin America. In animation, “King of Kings” entered the highest 5 in its launch yr, demonstrating Korean animation’s rising attain past its conventional youth viewers.

BTS held the title of most-preferred Korean musical act for the eighth consecutive yr. Actor Lee Min-ho claimed first place amongst Korean actors for the thirteenth yr working. IU appeared in each rankings.

This yr’s survey launched a brand new query: Who was probably the most influential Hallyu determine of 2025?

BTS took the highest spot, adopted by Lee Min-ho in second, Blackpink and Jungkook tied third, and Lisa fourth. Sharing fifth place with IU was Lee “Faker” Sang-hyeok. The League of Legends world champions’ entry into the rankings alerts that Hallyu’s attain has now prolonged into esports.

The survey additionally explored drivers of destructive sentiment.

Leading the responses, cited by 16.1 % of crucial respondents, was “excessive commercialism.” This was adopted by considerations in regards to the North Korea scenario and inter-Korean division (12.9 %), inappropriate conduct by Korean celebrities (11.5 %), and anxiousness in regards to the influence of international content material on home cultural industries (11.3 %).

Park Chang-sik, president of KOFICE, mentioned the outcomes present that “Hallyu has moved beyond a simple content trend to become structurally embedded in global markets.” He added that the muse would “closely analyze the changing consumer environment and demand through enhanced research, and support sustainable growth strategies for the Hallyu industry on that basis.”

gypark@heraldcorp.com