The Resurgence of Hallyu: Content and Consumer Trends Revealed!

Hello everyone!
Today, I’m excited to share some fascinating data on Hallyu, or the Korean Wave, from the Ministry of Culture, Sports and Tourism. Although content consumption had decreased during the COVID-19 pandemic, it has been on the rise again since last year. In particular, people in their 20s have been watching an average of 15.3 hours of Korean content per month, the highest among all age groups.

Internationally, the Philippines (24 hours), Thailand (20.1 hours), and the United Arab Emirates (19.2 hours) were the countries with the longest viewing times, showing the continued global interest in Korean content!

As for the most popular dramas last year, 'Squid Game' (9.7%) was number one! With Season 2 coming soon, its popularity actually increased by 0.7 percentage points compared to the previous year. Following it were 'The Queen of Tears' (6.5%) and 'Crash Landing on You' (2.2%), maintaining their strong positions. 'True Beauty' and 'Our Beloved Summer' also made it to the rankings.

In the movie category, 'Parasite' (8.3%) took the top spot for 5 consecutive years, and 'Train to Busan' (6.5%) maintained its enduring popularity. Recently released 'The Cat' (4.1%) entered the rankings, especially gaining attention in the Asia-Pacific region.

Now, you might wonder—do people who enjoy Korean content also want to buy Korean products or services?
According to the data, 58.9% of respondents expressed a willingness to purchase Korean products. The highest interest was in food (66.2%), followed by cosmetics (57.1%) and electronics (55.3%). As for services, tourism (64.1%), restaurant dining (64%), and traditional cultural experiences (54.1%) also ranked high.

What’s interesting is that 22.1% said they bought products because they appeared in movies or TV shows, a 5 percentage point increase from last year. This trend was particularly noticeable in Thailand, India, and the UAE. It’s clear that content is directly influencing consumer behavior!

Overall, 63.8% of respondents said that Hallyu influences their purchasing decisions. Countries like Indonesia, the Philippines, and India had especially high percentages.

It’s truly fascinating to see how Korean content is not just entertainment but a cultural connection that influences consumption and travel. I’m excited to see Hallyu continue to positively impact the world!