Korean culture no longer a trend, but a global lifestyle: survey

Somewhere in Paris, a woman finishes her commute and opens Netflix — not to browse, but to resume. She already knows what she wants: the next episode of "When Life Gives You Tangerines," the Jeju Island-set drama she discovered through a thirty-second clip on Instagram three days ago. In Sao Paulo, a university student is doing the same. This is what Hallyu looks like in 2026 — not a moment of discovery, but a matter of routine. The data is now in to prove it. The Ministry of Culture, Sports and

By The Korea Herald