From Oppas to Netflix Takedowns

This article dives into how Korean pop culture became a global obsession, influencing everything from fashion and food to memes and mental health conversations

Sawera Nadeem

South Korea, once known for its rapid economic development and technological innovation, has now firmly positioned itself as a cultural powerhouse on the global stage. Through the combined forces of K-Dramas and K-Pop, the Korean Wave—also known as Hallyu—has swept across continents, captivating millions and reshaping global entertainment culture. What began as a regional fascination in East Asia has transformed into a global obsession, with Korean content now dominating social media feeds, streaming platforms, and even global charts.

The roots of this cultural boom trace back to the late 1990s and early 2000s, when Korean television dramas started gaining popularity in countries like China and Japan. Around the same time, K-Pop began evolving into a polished industry with entertainment giants like SM, YG, and JYP Entertainment forming idol groups that would eventually go global. The rise of the internet, particularly YouTube and social media platforms like Twitter and TikTok, played a crucial role in bridging Korean content with international audiences. Fans from around the world began sharing music videos, drama clips, memes, and subtitled episodes, helping break language and cultural barriers.

K-Dramas, known for their compelling storytelling, high production quality, and emotional depth, began to dominate international streaming services. A major turning point came with the release of Squid Game in 2021. This dystopian thriller became a global sensation, topping Netflix charts in over 90 countries and sparking an explosion of memes, merchandise, Halloween costumes, and academic discussions. The show’s success not only solidified Korean content’s mainstream status but also introduced millions to the power of Korean storytelling. Other dramas like Crash Landing on You, Itaewon Class, Goblin, Extraordinary Attorney Woo, and The Glory have also received massive international acclaim, drawing diverse viewers and deepening interest in Korean language and culture.

Simultaneously, K-Pop has grown into one of the most influential music industries in the world. Groups like BTS and BLACKPINK have shattered records, sold out stadiums globally, and been featured in international magazines, award shows, and brand collaborations. Their performances, choreography, and fan engagement strategies have redefined how music is marketed and consumed worldwide. K-Pop fandoms such as ARMY and BLINKs have become digital forces, trending hashtags, supporting causes, and creating a strong global network of cultural exchange and activism.

Social media platforms have only amplified this movement. Platforms like TikTok and Instagram have turned K-Pop dances into viral challenges, while fans share reaction videos and edits of their favorite K-Drama scenes. YouTube channels are filled with fan-made compilations, commentary, and covers, fostering a sense of global community. Korean phrases like “saranghae” (I love you) and “oppa” (older brother) have found their way into everyday conversations among fans, symbolizing just how deeply Korean culture has penetrated global consciousness.

The impact of this wave goes beyond entertainment. South Korea has skillfully used K-Dramas and K-Pop as tools of soft power—boosting tourism, influencing fashion, increasing exports of cosmetics and skincare products, and encouraging global interest in learning the Korean language. The South Korean government actively supports the cultural industry through funding and international collaborations, recognizing its value in diplomacy and economic growth.

However, this cultural rise isn’t without its criticisms. The K-Pop industry, while glamorous on the outside, has faced scrutiny over its intense trainee system, mental health issues, and rigid contracts. Similarly, K-Dramas are sometimes critiqued for recycled plotlines and rushed production schedules. Cultural appropriation and the risk of over-commercialization are also topics of ongoing debate.

Despite these challenges, the global appeal of Korean pop culture shows no signs of slowing down. Whether it’s through heart-wrenching drama plots or electrifying music performances, South Korea has managed to strike a chord with a global audience hungry for fresh, emotional, and immersive content. As K-Drama and K-Pop continue to evolve, they not only entertain but also bridge cultures, creating a shared language of storytelling that transcends borders.

Read: Koreans pay for watching TV

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Sawera Nadeem, based in Karachi, is a Mass Communication student with a passion for research-based writing.  She focuses on topics that highlight public interest and social impact.