The share of foreigners expressing favorable views toward the Korean Wave, or hallyu, stood at 69.7% last year. While the figure is high in absolute terms, it remains stagnant around 70% considering that favorability reached 77.7% in 2021 — signaling the need for a new breakthrough to sustain hallyu's global expansion.
The Ministry of Culture, Sports and Tourism announced on the 30th the results of the "2026 Overseas Hallyu Survey (based on 2025 data)," conducted jointly with the Korean Foundation for International Cultural Exchange. The survey covered individuals in 30 overseas regions who had experienced Korean cultural content, with 27,400 respondents participating.
