KOREA FOUNDATION

An estimated 27.4 percent of all cultural content consumed by global Hallyu fans last year was Korean, up 5.9 percentage points from the previous year, according to the “2022 Global Hallyu Status” report. Among all Korean content, Korean beauty-related content took up the biggest share with 31.7 percent, followed by K-dramas (31%), fashion (29.2%), and variety shows (28.6%).

By country, fans in India were the greatest Hallyu consumers, with 37 percent of the cultural content they consumed overall being Korean, followed by fans in Viet Nam (34.5%), the United Arab Emirates (34.3%), Thailand (33.9%), and Indonesia (32.7%). The rate was lowest among Hallyu consumers in Russia (14.7%), Japan (17.5%), France (18.9%), Argentina (19.4%), and the United Kingdom (22.6%).

HallyuKoreacultural contentKorean beautyK-dramasfashionvariety shows