Global Survey Reveals Rising Popularity of Korean Culture

A recent survey conducted by South Korea's Ministry of Culture, Sports and Tourism, along with the Korean Foundation for International Cultural Exchange, highlights the growing global appreciation for Korean cultural content. According to Ming Pao, the 2026 Overseas Korean Wave Survey involved 27,400 respondents from 30 countries, revealing that 69.7% have a favorable view of Korean cultural content. The survey indicates that the Korean Wave, or 'Hallyu,' remains particularly popular in Southeast Asia, with high favorability ratings in the Philippines (87%), India (83.8%), Indonesia (82.7%), and Thailand (79.4%). While Western countries such as the United Kingdom, Spain, the United States, and Australia show lower favorability, there has been a noticeable increase in positive perceptions. In Japan, favorability increased by 6.4 percentage points compared to the previous year. Among various cultural domains, Korean cuisine is the most popular, with a 55.1% favorability rating, followed by music (54%), beauty products (52.6%), television dramas (51.3%), and films (48.9%). Despite the positive reception, 37.5% of respondents hold negative views towards Korean culture, a figure unchanged from the previous year. The primary reasons for these negative perceptions include excessive commercialization (16.1%), the division between North and South Korea and related security threats (12.9%), and inappropriate behavior by celebrities (11.5%).