Ok-pop has turn out to be a world cultural juggernaut, propelling Korea to the forefront of the world’s leisure stage and turning the nation right into a prime vacation spot for worldwide college students. However because the Korean wave surges, the query stays: Can Ok-pop’s preliminary attraction translate into lasting academic affect, or will it’s simply one other passing development for universities?
“Whereas Koreans initially reacted with skepticism to international hits like ‘Squid Recreation’ or ‘KPop Demon Hunters,’ in contrast to the keenness of worldwide followers, these popular culture moments in the end exploded in reputation,” mentioned Michael Damage, adjunct professor at Korea Nationwide College of Arts and photographer, throughout a session of the QS Increased Ed Summit: Asia Pacific 2025.
“They’re now seen as good gateways that may result in deeper engagement with Korea’s tradition and society.”
Earlier than the latest surge in international reputation pushed by BTS and “KPop Demon Hunters,” Damage pinpointed Psy’s “Gangnam Model” in 2012 as the start of Korean tradition’s international explosion.
He highlighted the pivotal function platforms like YouTube and Netflix performed in amplifying Ok-culture. These platforms eliminated the standard dangers for shoppers, permitting them to simply discover new content material.
“As Korean home media and broadcasting couldn’t obtain this stage of attain, platforms like YouTube and Netflix challenged the norms,” Damage defined.
He additionally famous that profitable Korean content material shares a typical trait. For instance, “Squid Recreation” resonated globally as a result of it faucets right into a hyperspecific Korean scenario with common resonance — the crushing weight of debt, revenue inequality and the stark realities of a hyper-capitalist society.
“That is one thing that many individuals world wide can relate to, but in addition sparks an curiosity within the uniquely Korean features of these points,” he mentioned.
Damage defined that Ok-pop, together with different features of Korean tradition like Ok-beauty and Ok-drama, attracts college students in and may function a gateway to deeper cultural exploration.
Jeonbuk Nationwide College pupil ambassadors clarify the college’s applications to an attendee in the course of the QS summit at Korea College, Seoul, Wednesday. Korea Instances picture by Choi Gained-suk
Korean universities are actively leveraging the recognition of Ok-culture to draw worldwide college students.
“We’ve lately established new applications, together with a world media and leisure division,” mentioned Lee Seung-yup from the Workplace of Worldwide Affairs at Korea College. “Ok-media is certainly an space the place college students are keen to review and construct careers.”
As well as, extra college students are additionally growing a deeper appreciation for conventional Korean tradition.
“At our faculty, now we have a Korean music division, and certainly one of our Vietnamese college students transferred right here due to her rising curiosity in pansori, the standard Korean narrative singing,” mentioned Kim Yeong-kyung, a pupil ambassador from Jeonbuk Nationwide College. “It’s not simply Ok-pop. There’s a rising curiosity amongst overseas college students in conventional Korean music as effectively,” she added.
Jeonbuk Nationwide College college students visited the summit to advertise their college, sporting conventional Korean garments to focus on their tradition.
“Many overseas attendees confirmed plenty of curiosity after they noticed our promotional outfits and requested if it was a standard Korean type. Some even requested if we supplied programs in Korean conventional tradition,” mentioned Kim Quickly-min, one other pupil ambassador from Jeonbuk Nationwide College.
Cubicles from universities throughout the Asia-Pacific area are displayed on the QS summit at Korea College, Seoul, Wednesday. Korea Instances picture by Choi Gained-suk
Whereas these cultural components function an entry level, universities face a essential query: How can they flip enthusiasm for Ok-pop into long-term academic and cultural investments?
Damage famous that merely providing these surface-level applications takes benefit of that preliminary enthusiasm, however doesn’t provide pathways for college students who need extra significant, long-term engagement.
“It’s essential for universities to supply a extra holistic view of Korean tradition, together with its historical past, philosophy and literature, alongside the up to date popular culture,” he mentioned.
Damage additionally pointed to important structural challenges that worldwide college students face, particularly on the subject of securing long-term employment after commencement.
Whereas Korea’s vibrant cultural scene is undeniably enticing, many college students battle to stay within the nation resulting from restrictive visa insurance policies and restricted profession alternatives.
“College students come to expertise the tradition, however staying past their research turns into tough due to visa boundaries and an absence of clear job prospects,” Damage mentioned.
To construct a extra lasting reference to worldwide college students, Damage argued that universities can’t tackle these points alone. He stresses the necessity for broader systemic reforms, together with adjustments to visa insurance policies, to make sure that college students have the chance to stay and contribute to Korea’s rising cultural and financial panorama.
