Fans of K-pop group BTS, known as ARMY, film a promotional comeback video broadcast at Shinsegae Square in Jung-gu, central Seoul, March 20, one day before the group's highly anticipated concert at Gwanghwamun Square. Korea Times photo by Park Ji-yeon
Korean culture has become part of everyday life around the world. Former U.S. President Barack Obama nodded along as children at a care home sang “Soda Pop,” a song from the animated film “KPop Demon Hunters.” Director Steven Spielberg waved a K-pop light stick at the Academy Awards.
Such scenes, in which people across generations share an enthusiasm for Korean culture, would once have been difficult to imagine. They reflect the global rise of Korean content and K-pop fandom.
Korean content exports reached a record 22.26 trillion won ($14.9 billion) in 2025, according to the Ministry of Culture, Sports and Tourism.
The global spectacle highlights how overseas audiences interpret the Korean wave and its impact on local cultures.
