KPop Demon Hunters and the Nobel Prize in Literature Expand the Scope of Hallyu

The global success of Netflix’s animated film “KPop Demon Hunters” has once again heightened international interest in Korean culture as a whole, going beyond K-pop alone. Combined with writer Han Kang’s Nobel Prize victory, this trend shows Hallyu expanding from music to include literature, films, dramas, and cuisine.

According to the “2025 Global Hallyu Trends Analysis Report,” prepared by the Ministry of Culture, Sports and Tourism and the Korea Cultural Information Service after analyzing approximately 1.5 million foreign media articles and social media posts from 30 countries between October 2024 and September 2025, the most coverage of Hallyu-related news came from Asia (44%), Europe (20.8%), and North America (16.9%). By country, the United States, India, Argentina, and Vietnam reported the highest volume of coverage. In Japan, “Korean literature” received significant attention, while in Vietnam, “Korean dramas” dominated, and in Brazil, “Korean films” had a relatively high share.

“KPop Demon Hunters” became a cornerstone content for K-films by surpassing 300 million views on Netflix in 2025. It accounted for 15.9% of all key keywords related to K-films. The success was attributed to the seamless integration of Korean elements such as spirits, goblins, kimbap, and ramen into the plot’s narrative. This impact led to an increase in foreign visitors to the National Museum of Korea and a surge in bookings for Korean cultural experience programs.

Writer Han Kang’s Nobel Prize win significantly elevated the global standing of Korean literature. Coverage related to her award increased by more than 30 points compared to the previous quarter following her victory in 2024. Foreign media emphasized the significance of her being the first Asian woman to receive the prize and focused heavily on her major works such as “The Vegetarian” and “Boy Who Came From the Sea.”

The diversification of Hallyu is also evident in the fields of dramas and food. The drama set in Jeju Island, “Pokssak Sokasseuda,” gained international appeal through localized titles tailored to different regional tastes and a universal theme of family love. After its release on Netflix, there was an increase in tourism demand to Jeju, along with the spread of a “My Own Gwansik Challenge” on social media. “Squid Game” topped charts in 93 countries after the release of Season 3 and continues to account for 27.1% of key K-drama keywords.

In particular, the global popularity of “K-food” is striking. Not only are popular and traditional Korean dishes such as kimchi, soju, ramen, and bibimbap among the top keywords, but terms like “chef” and “Squid Game” have also emerged as new related terms. This is due to Korean cuisine being highlighted worldwide through cooking variety shows on online video services (OTTs) such as “Black & White Chef” and its portrayal in dramas like “Squid Game.”

K-pop content, which combines music, performance, narrative, and characters, is now expanding beyond concert venues to include tourism, lifestyle, and regional cultures. It serves as a key driver in creating a “Korea worth visiting.” Concert tourism, fan meeting tours, and programs linked to local festivals, all facilitated by K-pop, have become core attractions for domestic and international tourists.