A comprehensive survey highlights the worldwide enthusiasm for Korean culture, with nearly 70% of international respondents expressing strong positive sentiments toward Hallyu content. Conducted ahead of the 2026 Busan Expo, the poll gathered insights from 20,740 participants across 30 countries, revealing music as the standout favorite at 55.1%.
Overwhelming Positive Response to Korean Culture
Analysis indicates that 69.7% of respondents view Korean cultural content favorably. Southeast Asian nations lead the pack, including the Philippines at 87%, India at 83.8%, Indonesia at 82.7%, and Thailand at 79.4%. Notable gains appear in Western markets too, such as the UK with an 8 percentage point increase, Spain at 6.2 points, the US at 6.1 points, and Australia at 6 points. Even Japan shows a 6.4-point rise year-over-year.
Genre Popularity Breakdown
- Music: 55.1%
- Musicals: 54%
- Beauty: 52.6%
- Dramas: 51.3%
- Movies: 48.9%
Interest levels remain highest in music (78%), followed closely by movies (77.9%), dramas (72.9%), musicals (71.9%), and beauty/fashion (61.8%).
BTS and K-Pop Dominate Global Appeal
K-pop secures 17.5% as the primary association with ‘Korea,’ reclaiming the top spot after nine years. Subgenres follow with music at 12.1%, dramas at 9.5%, beauty/fashion at 6.2%, and movies at 5.9%. Positive perceptions emphasize Korea’s overall image, national pride, and global influence, with K-content seen as a key driver of worldwide fascination.
Netflix series like ‘Squid Game’ (12.4%) tops dramas for five consecutive years. In movies, Bong Joon-ho’s ‘Parasite’ (5.8%) holds second place. Stars shine brightest with BTS leading at 21.9% for eight years running, Blackpink at 12.6%, and Im Yoon-ah at 7.1%.
Platforms Driving Hallyu Consumption
OTT and long-form content fuel dramas, movies, music, and animations, while SNS and short-form videos boost beauty, fashion, and music. Respondents credit these channels for discovering Korean trends, with 48.4% praising music content for quality and freshness.
Purchase Intent and Future Outlook
Souvenir and service purchase interest hits 64.8%, the highest in three years, prioritizing food (61.8%), cosmetics (43%), and fashion (33.4%). While concerns persist at 37.5%, officials plan expanded global promotions, including collaborations and expo showcases, to amplify K-content’s reach.
