Western fascination with Eastern cultures is far from a new phenomenon. For centuries, artists, scholars, and explorers have been drawn to what is distant, unfamiliar, and different from the everyday. While the concept of orientalism has gradually faded from mainstream discourse following the collapse of colonial empires, its legacy remains perceptible—even in today’s idealised enthusiasm for South Korean culture.
From pop music to cinema, skincare to gastronomy, South Korea has firmly established itself as a global trendsetter. According to 2023 data from Statista, South Korean cultural exports reached a value of 14.2 billion USD, positioning the country as the fourth-largest economy in Asia and the twelfth globally.
This level of influence is anything but accidental. To better understand the phenomenon, we turned to Yu Hye Ryong, Director of the Korean Cultural Center in Budapest, who helped us unpack the layers of strategy, creativity, and identity behind South Korea’s meteoric rise.
Soft power, real impact
The international popularity of Korean cultural products is often referred to as hallyu, or the Korean wave—a term that now encompasses everything from blockbuster K-dramas to 10-step skincare routines. But behind the aesthetics lies a deliberate and far-sighted strategy. South Korea’s cultural diplomacy not only boosts economic revenue, but also aims to establish the country as globally admired and emotionally resonant. Korean pop culture is no longer a niche interest but a mainstay of global entertainment: PSY’s "Gangnam Style" broke the internet, BTS has spoken at the UN, and Bong Joon-ho’s Parasite rewrote Oscar history. Even HBO’s cult series The White Lotus featured Blackpink’s Lisa, underscoring how Korean culture has permeated the global mainstream.
The idea of “soft power” was introduced by Harvard professor Joseph Nye in the early 1980s. It refers to a nation’s ability to influence through attraction rather than coercion—using culture, values, and ideology instead of military or economic pressure. Cultural exports not only stimulate growth but also shape how a country is perceived internationally.
South Korea’s success is the result of both state planning and private enterprise. Since the late 20th century, government support has been instrumental in creating the conditions for cultural expansion. According to one well-known anecdote, South Korea’s former president Kim Young-sam was convinced to invest in the cultural sector after learning that the global box office revenue of Jurassic Park had equalled the profits of 1.5 million Hyundai cars. The message was clear: storytelling could be as economically potent as industry.
Perfection with purpose
Behind the global glamour of K-pop lies a system of rigorous preparation. The path to stardom is rarely accidental: young talents undergo competitive selection and endure demanding trainee periods before ever stepping on stage. “Even before debuting, studios invest heavily in their future stars. Trainees receive intensive training not only in vocals and dance but also in acting, stage presence, and media etiquette,” explains Yu Hye Ryong. These entertainment companies are meticulous in shaping public image, particularly on social media. Curated behind-the-scenes moments create emotional proximity and foster loyalty among fans. As a result, fandoms become communities, and Korean pop culture transforms into a global network of shared identity and aspiration.
In contrast, K-dramas captivate not through performance perfection, but through storytelling that balances emotional depth with cultural specificity. “While Korean films and series may at first seem exotic, the human emotions they explore are universal,” Yu notes. Parasite, for example, shocked audiences with its sharp narrative twists—yet it reflects social dynamics that can be found across Asia, and indeed the world. Another notable feature of Korean cinema is its raw emotional honesty. Unlike many Hollywood productions, Korean works do not shy away from tears, rage, joy, or despair. “There is a cultural tendency in Korea to express emotions more openly, sometimes even abruptly—and this comes through on screen,” says Yu.
Beauty, identity, and influence
The rise of K-pop and K-drama stars has gone hand-in-hand with the explosion of South Korea’s beauty industry. Flawless skin and meticulous self-presentation have become global aspirations. Today, South Korea is the third-largest exporter of cosmetics, after France and the United States. The Korean government uniquely treats cosmetic companies as cultural startups, backing them with funding to help them expand internationally. In 2023, LG Household & Health Care reported an annual revenue of 6.8 billion won, highlighting the economic weight of this once-niche sector. It’s no surprise that more and more consumers around the world are drawn to the idea of a ten-step skincare routine. Korea has not only made beauty a business, but also an ambassador of national pride.
Kimchi and country image
Even kimchi—the humble fermented staple—has become a global emblem. And while food might not fall squarely under entertainment, it plays an equally vital role in soft power and tourism. Making kimchi is a slow, precise process that reflects the values of care, patience, and expertise. It’s no wonder that Korean cultural centres worldwide now offer classes dedicated to mastering this art.
The Korean dream—and what it teaches us
South Korea’s cultural influence has not gone unnoticed in the region. While Japan continues to lead in cultural exports, and China invests heavily in its entertainment sector, South Korea’s creative freedom gives it a unique edge. In China, strict censorship often dilutes the authenticity of cultural output. By contrast, South Korea allows creativity to thrive on its own terms—and the world responds.
So what does it take for a country to become a cultural superpower? Talent, certainly—but also courage, investment, and an unwavering commitment to authenticity. Without soul and originality, even the most polished product risks being forgotten. What sets Korea apart is its ability to channel national character into every song, film, or skincare product. This identity is unapologetic, confident, and distinctly its own—rarely catering to traditional Western ideals. Which prompts us to ask: here in Central and Eastern Europe, are we ready to show the world who we truly are?
Budapest, a cultural gem
Hungary, too, has long felt the impact of the Korean wave. But it would be wrong to see this connection as a recent development. In fact, Hungary was the first European country to broadcast a Korean TV drama, Jewel in the Palace, back in 2008. The resonance between our two cultures runs deeper. Today, the Korean Cultural Center in Budapest is not only the largest in Europe but ranks among the top 35 worldwide. According to Yu Hye Ryong, this strong connection may be rooted in shared historical and cultural experiences. “Both Korea and Hungary have faced foreign invasions and difficult periods, yet both nations have preserved their identity and pride. This creates a sense of empathy and mutual understanding,” she explains. “Respect for elders, strong family bonds, and culinary parallels—like the use of garlic, pepper, paprika, and onion—also bring our cultures closer together.”
Could Hungary one day follow a similar path in cultural diplomacy? Yu believes the question is not black and white. “Hungary has a rich cultural heritage. Koreans succeed internationally because they present their identity proudly. This is something Hungary can also do—not by imitation, but by confidently sharing what makes it unique.” “From a Korean perspective,” she adds, “Hungary is already exceptional. Its people are humble yet brilliant. This is a country of Nobel laureates. There is no need to copy others—just a need to celebrate what is already here.”
Authors: Kamilla Nagy and Yu Hye Ryong
This article was originally published in issue 11 of Hype&Hyper. If you liked it, order it here!