Hallyu is a Korean wave of lifestyle, which majorly intricate Korean entertainment forms at the base. It gradually knitted its wings into the culture, lifestyle, and economy of South Korea.
Origin
It originated from a couple of movies and dramas like Siri, (1999). It found its face in 2001 with My Sassy Girl and Sonata. Revoke of foreign travels for Koreans, reshuffling ok Korean Chaebols, increase in publicity of brands like Samsung, and LG led to the 2nd Hallyu wave. Currently, the Hallyu is under 3rd generation more popularly known as Hallyu3.0 which is the most popular cultural wave worldwide at present.
Influence
The Hallyu wave has been rapidly growing its influence over 109 countries presently. These growths somewhat increased due to a sudden exposure of K-dramas and K-pop bands like BTS and Blackpink became a music sensation in 2017. People wanted to learn more about their newly discovered celebrities. Korean Celebs as well to promote Hallyu wave stuck to their cultural lifestyle and versed in Hangul (Korean language). According to a report of Duolingo in 2020, Hangul became the second-fastest growing language which shows the overall influence of the Hallyu wave. It took to its apex with the Hallyu Pop festival where fans of K-Pop Culture and Music connect from all over the world and show the participation of these Koreaboos and K-poppers.
Overseas fans influenced by Hallyu opted for Korean beauty brands like 3CE, Tony Moly, ETUDE House, The Face Shop as it gives more of natural-looks which is very appealing to youths. Korean food staples like Kimchi, Noodles and Soju became popular as many famous Korean Artists mentioned their food preferences over interviews.
The Hallyu Wave increased tourism to cities like Daegu, Incheon, Seoul more as more people wanted to experience the world of K-drama as their vacations. The wave led to a 1.87 billion USD capital flow to South Korea in 2019.
Pandemic and Hallyu 3.0
Due to the Pandemic, people indulged more in web series. Viewers got hooked to k-dramas, as they are generally based on relatable dilemmas wrapped up perfectly with a sweet and romantic love story with a happily ever after. These K-drama lovers are called Koreaboo, who acquire the culture of Korea, like using Hangul phrases of, adapting to cutlery, and culinary habits such as usage of chopsticks for eating as well as cooking. Hallyu wave accelerated its pace when the fashion King of K-pop, singer Park Jimin successfully penetrated and helped to spread Korean popular culture through his remarkable fashion sense and unbelievable dance moves giving out trending fashion styles and influencing many fans to follow the same.
Hallyu festival has been celebrated by the fans as well as non -Korean celebs and their fan base. Many a non -Korean celebrities who have been influenced by the Hallyu wave bring in their fandom’s attention which leads to the more spread of Hallyu. It celebrates cultural adaptation, fandom, love for art in linguistic barriers. It also spreads awareness and engages people into Korean as well as other Asian cultures which results in the growth of Asia as a whole.
