K-pop still reigns, K-food gains momentum
While K-pop and K-dramas lead the pack in popularity, Hallyu, or the Korean Wave, now encompasses food, film and more, an annual study showed Tuesday.
“Global Hallyu Trends Analysis,” released by the Ministry of Culture, Sports and Tourism, in collaboration with the Korea Culture and Information Service, comprehensively analyzed global Hallyu trends from Oct. 1, 2023, to Sept. 30, 2024. The report's findings were based on 680,000 data points from foreign news articles and social media posts.
Among the 11 categories evaluated — including games, webtoons, publications and fashion — the highest coverage was seen in K-pop, K-drama, K-movie and K-food, which were examined in greater detail.
The analysis revealed that Asia (50.6 percent) led in Hallyu-related news coverage, followed by Europe (27.5 percent) and North America (13.6 percent). While K-pop remained the dominant cultural export in most regions, North America was an exception, with Korean cuisine drawing the most attention there. The popularity of kimchi, soju, Korean fried chicken, bibimbap and Buldak Ramen surged in 2024.
In social media discussions, kimchi emerged as the most frequently mentioned Korean dish, often associated with words like “spicy” and “delicious,” according to the report. Notably, mukbang — a livestreamed eating show — was consistently discussed across platforms, underscoring the global recognition of K-food content.
In Asia, there was active media coverage of BTS and Blackpink, along with numerous reports on K-pop artists’ concerts and world tours held in different countries.
In Europe, the primary focus was also on K-pop, with media coverage mainly centered on artists’ chart performances. In the realm of K-movies, a significant number of articles highlighted award-winning films from the Cannes Film Festival and the Busan International Film Festival, as well as the latest box-office hits.
North America showed a strong interest in K-food, which accounted for 26.7 percent of the coverage. Reports frequently discussed the establishment of "Kimchi Day," the health benefits of kimchi and the global popularity of Buldak Ramen, Samyang Company's spicy stir-fried ramen.
In Latin America, K-pop dominated media coverage, with frequent reports on K-pop singers' visits and world tour announcements.
Meanwhile, in Africa and Oceania, K-food attracted significant attention, with numerous reports covering cultural center events and the opening of Korean restaurants.
Content preferences varied widely by country. The report found that India, the US, Thailand and Turkey had the highest volume of Hallyu-related media coverage. While K-pop dominated in India, Thailand and the Philippines, Korean food took center stage in Nigeria, the US and the UK. Meanwhile, Turkey showed a strong preference for K-dramas, while Chinese audiences gravitated toward K-movies.
The report also highlighted major media coverage during the research period. In K-pop, BTS members RM, Jimin, V and Jungkook’s military enlistment made headlines, while world tours by Twice, NCT127 and Super Junior strengthened global fan engagement. Hybe’s conflict with former Ador CEO Min Hee-jin over NewJeans and Illit sparked controversy, and BTS Jin’s role as a torchbearer for the 2024 Paris Olympics drew attention. On YouTube, fans streamed Stray Kids’ "ChkChkBoom" music video featuring Ryan Reynolds and Hugh Jackman, while Babymonster’s "Sheesh" set new chart records.
In K-food, Korean cuisine gained global recognition, with New Jersey declaring Nov. 22 “Kimchi Day.” Viral videos of Buldak Ramen and cheese spaghetti tteokbokki fueled interest in Korean dishes. In 2024, Denmark recalled Samyang’s Buldak Ramen due to safety concerns over spiciness, while New York’s “K-Fest” celebrated Korean food culture. Social media buzzed with NewJeans’ K-food promotions and humorous food-related clips, according to the report.
Since 2022, MCST and KOCIS have been analyzing media coverage of Hallyu through the Culture Big Data Platform (www.bigdata-culture.kr), aiming to support the development of strategic Hallyu policies and initiatives that resonate with specific countries and demographics.
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