2025 K-Wave Trends: Squid Game, Kimchi & K-Pop Drive Global Interest

The Korean Wave, or Hallyu, continues to expand its reach beyond K-pop, solidifying its position as a significant cultural and economic force. A new report from the South Korean Ministry of Culture, Sports and Tourism and the Korea Culture Information Service Agency reveals a broadening of interest encompassing literature, film, and cuisine, demonstrating a shift from a music-centric phenomenon to a more diverse cultural export.

The “2025 Global Hallyu Trend Analysis Report,” released on February 25, 2026, analyzed approximately 1.5 million pieces of foreign media coverage and social media content from October 2024 to September 2025, across 30 countries. The data shows a significant increase in coverage compared to the previous year, with a nearly twofold expansion of analyzed materials.

While Asia remains the primary region for Hallyu-related coverage (44%), followed by Europe (20.8%) and North America (16.9%), the report highlights a diversification of interest within those regions. K-pop continues to dominate in most areas, but Africa shows a stronger engagement with “K-literature,” and Oceania with “K-film,” signaling a broadening of the Korean cultural footprint.

The United States, India, Argentina, and Vietnam led in overall coverage volume. Notably, Japan showed a particular interest in Korean literature, Vietnam in K-dramas, and Brazil in Korean films, demonstrating localized preferences within the broader trend.

Perhaps the most striking development is the global surge in interest surrounding “K-food.” Alongside established favorites like kimchi, soju, ramen, and bibimbap, keywords like “chef” and even “Squid Game” have emerged as closely linked terms. This shift is attributed to the increased visibility of Korean cuisine on streaming platforms, specifically citing the impact of cooking variety shows and dramas like “Squid Game,” which prominently featured Korean food.

The success of Netflix’s animated film “K-pop Demon Hunters” (known in Korean as “K-pop Demon Hunters (KDH)”) also played a significant role. The film surpassed 300 million views on Netflix, and its soundtrack, featuring the song “Golden,” reached number one on the Billboard “Hot 100.” The film’s integration of traditional Korean motifs – including depictions of grim reapers and dokkaebi alongside Korean staples like gimbap and ramen – is credited with extending the ripple effects of Hallyu across various industries, including tourism and cultural experiences.

The report points to a tangible impact on tourism, with increased foreign visitors to the National Museum of Korea and a surge in reservations for K-culture experience products. Similarly, the Netflix drama “When Life Gives You Tangerines,” set on Jeju Island, spurred a rise in tourism to the region, demonstrating the power of K-content to drive real-world economic benefits.

“Squid Game” continues to be a major driver of interest in K-dramas, maintaining a 27.1% share of related keywords, even after the release of its third season. While critical reception of subsequent seasons has been somewhat mixed, the series continues to attract a large audience and reinforces the brand value of K-content. The franchise has also generated significant industry impact through brand collaborations, awards recognition, and increased investment from streaming platforms.

The literary world also experienced a boost thanks to author Han Kang’s December 2024 Nobel Prize in Literature. Coverage of her work, including titles like “Vegetarian” and “The Vegetarian,” increased by more than 30% following the announcement. Foreign media highlighted the historical significance of Kang being the first Asian woman to receive the award, framing it as a landmark moment for Korean literature on the global stage.

Beyond these headline successes, the report also noted the continued popularity of K-pop groups like Blackpink and BTS. The analysis of K-food highlighted the prominence of keywords like kimchi, taste, and chef, further solidifying the culinary aspect of the Hallyu wave.

Lee Eun-bok, Overseas Public Diplomacy Officer at the Ministry of Culture, Sports and Tourism, emphasized the strategic importance of Hallyu. “As the Korean Wave has moved beyond a simple content trend to become a key driver of national branding and industrial competitiveness, the Ministry will utilize the findings of this report to refine its policies and develop tailored overseas promotion strategies,” Lee stated.