Korean Culture’s Rise in Latin America: Why the US is Losing Ground

Korean culture is experiencing a significant surge in popularity across Latin America, marking a shift in the global landscape of entertainment and cultural exchange. According to a report published by The Guardian on April 2, 2026, the region is becoming a primary destination for Korean cultural exports, ranging from music and television to skincare and cuisine. This phenomenon, often referred to as the Korean wave or hallyu, has expanded beyond niche interest to become a dominant force in countries such as Chile, Mexico, and Brazil.

A Shift in Cultural Focus

The growing prominence of Korean culture in Latin America suggests a changing dynamic in where artists and brands focus their international efforts. The headline of The Guardian report notes that The US is no longer the go-to place for certain aspects of this cultural expansion. Despite the relatively small demographic presence of Koreans in the region, the impact is widespread. As of April 2, 2026, only about 100,000 Koreans and their descendants live across Latin America, yet most major cities now pay some form of tribute to Korean culture and fandom.

Evidence of this integration is visible in public spaces. In Santiago, Chile, observers have noted groups of locals engaging directly with Korean media. On the polished flagstones of a Santiago cultural centre’s forecourt, four Chilean girls were documented dancing in energetic union, counting their steps aloud in Korean. They performed in front of a YouTube video with 1.3bn views playing atop a speaker throbbing to the beat of How You Like That by the K-pop megastars Blackpink. What might have drawn bemused looks a decade ago now puts them at the forefront of a phenomenon that is ever more present across Latin America.

Digital Influencers Driving the Wave

A significant portion of this growth is driven by digital content creators who bridge the language and cultural gaps. In Mexico, Sujin Kim, known by her pseudonym Chingu Amiga, has become one of the country’s most popular online personalities. She produces videos exploring K-dramas and recommending skincare products to more than 12 million followers. Her reach exemplifies how Korean beauty and television content are flooding the region.

Entrepreneurial ventures are also capitalizing on the boom. In Colombia, where the K-pop World Festival was held in 2025, the Korean YouTuber Zion Hwang has set up a string of karaoke restaurants to profit from the increased interest. Meanwhile, in Brazil, Korean and Korean Brazilian influencers are making waves promoting Korean culture and cuisine. Arthur Paek, who has 6.3 million Instagram followers, is a key figure in this space. The country also retains a fond memory of South Korea’s former ambassador, who is remembered for his viral renditions of Brazilian songs.

Music Tours and Fan Engagement

The music industry remains a central pillar of this cultural exchange. Major groups are scheduling significant tours in the region. According to CNN, reporting on March 21, 2026, the preeminent Korean pop music group BTS is reuniting for a world tour after nearly a four-year break. The tour features several dates in Latin America, where the group’s return is highly anticipated. After kicking off their long-awaited tour in Seoul, the group heads to Latin America in the fall, with dates confirmed for Bogotá, Lima, Santiago, Buenos Aires, and São Paulo.

The intensity of fandom in the region is notable. CNN reported on ticket prices that go for $9,000 each and described devotees who listen for up to 11 hours a day. Few places have caught the K-pop bug as intensely as Latin America. In the band’s absence, the so-called Korean wave has continued to flourish on a global scale, with successes represented in the Netflix film KPop Demon Hunters and the solo careers of the Blackpink performers. This dominance is especially emblematic in Latin America, where K-pop artists maintain a feverish fandom.

Other established groups continue to perform in the region as well. Photographs from São Paulo, Brazil, show members of Super Junior performing live. The group members identified in coverage include Leeteuk, Heechul, Yesung, Shindong, Donghae, Eunhyuk, Siwon, Ryeowook and Kyuhyun.

Historical Context and Market Data

The current boom builds on decades of exposure. Throughout the early 2000s, South Korean culture was chiefly introduced to large audiences in Latin America through the broadcasting of Korean drama series, or K-dramas. This foundation has evolved into a diverse market encompassing food, television, skincare, and clothing.

Data from social media and streaming platforms supports the anecdotal evidence of this growth. In 2021, the social media platform X found that the countries with the most K-pop fans included Brazil, Mexico, Argentina, Peru, and Colombia. Spotify recently reported that Mexico is among the genre’s largest markets. The legions of followers surrounding groups like BTS are known as the ARMY, a symbol of the loyal and organized nature of the fandom. Before their break for mandatory military service, the group enjoyed titanic success that has transcended borders and languages.

Across the region, anticipation for the arrival of major tours remains palpable. The convergence of digital influence, historical engagement with Korean media, and live touring schedules indicates that Korean culture has well and truly engulfed Latin America. From food to television, skincare to clothing, the popularity is booming in Chile, Mexico, and Brazil, signaling a durable shift in global entertainment consumption.