The Korean Wave. The global spread of Korean culture through K-pop, K-dramas, Korean film, and Korean food. What started as a regional trend became a worldwide phenomenon. K-pop is the loudest engine of hallyu, but it's part of a bigger cultural moment that includes everything from K-beauty to Korean cinema winning Oscars.
"Hallyu is so real that my non-Korean friends are ordering kimchi jjigae for lunch. The cultural influence."