Discovering Korea’s allure,
as a country of infinite opportunity and dynamic passion

The image of Korea, as perceived by people around the world, is a marvel in itself. Foreigners are often amazed by the civic consciousness of Koreans, exemplified by their reluctance to take wallets left unattended in cafes. For Koreans, enjoying a ‘public transportation system that incorporates IT technology’ and ‘easily accessible free Wi-Fi’ everywhere is a part of daily life, but to foreigners, these are nothing short of wonders.

This book thoroughly captures the unique allure of Korea, a charm unmatched anywhere else in the world. It showcases K-content and K-culture, including Korean dramas and music, as well as K-sports and K-companies. It also proudly highlights Korea’s resilience and strength during the pandemic that swept across the globe.

The Korean Wave That Has Become a Reference for the World!

HALLYU comprises five distinct parts. The first topic is ‘Korean life as seen through the eyes of foreigners.’ Part 1 explores K-food and the unique delivery culture, often featured in global social media’s ‘reaction videos,’ along with the world’s most advanced, fast, and comfortable wireless Internet environment, highly accessible Korean medical services, and public transportation integrated with IT technology.

Part 2 focuses on Koreans making their mark on the global stage. This section highlights the achievements of notable Koreans, including BTS and many others, who excel in various fields. It features sports stars like Son Heung-min and Kim Yuna; ‘time traveler’ pianist Lim Yun-chan; dance team Just Jerk; Lee Seung-hoon, known for his prowess in paper airplane flying competitions; and former Vietnam national soccer team coach Park Hang-seo. Additionally, it introduces ‘small giants’ such as Lee Jong-wook, WHO Tuberculosis Eradication Director; Philip Kim, a scientist contender for the Nobel Prize; and Fields Medal-winning mathematician Professor Huh June.

Part 3 delves into K-content products captivating the world, including Korean dramas, music, and webtoons. It also explores the creative content format ‘Webtoon,’ originating and gaining popularity in Korea; Taekwondo, a martial art loved globally; and the powerful K passport, which allows visa-free entry to 192 countries.

Part 4 illustrates Korea’s evolution from a recipient to a supporter of science and technology. Finally, Part 5 showcases Korean companies excelling in defense, automobile, battery, construction, and semiconductor industries around the world. This section highlights small yet mighty Korean companies, not widely known to the public, that lead the global market with unique technologies developed in challenging environments.

The Korean Conscience that Surprises Foreigners

Long known as a land of etiquette in the East, Korea is a country where belongings left unattended often remain untouched. This aspect of the Korean moral compass is seen as reliable human capital, earning global trust. Part 1 of the book recounts an anecdote from the TV entertainment program “Hankook Saram” involving a hidden camera experiment. In the experiment, a wallet left on an empty table for about four hours was largely ignored by customers, even those sitting right next to it. Eventually, a male customer picked up the wallet, but only to hand it in at the counter. Non-Korean guests on the show were surprised by the locals’ disinterest in the unclaimed wallet. While this behavior might be routine for Koreans, the episode’s demonstration of ‘Korean Conscience’ left a deep impression on foreigners.

The Power of K-content Recognized Worldwide

A range of content products, utilizing the intellectual property (IP) of Korean music, movies, dramas, webtoons, and games, are creating a global buzz. Dramas and movies based on webtoons are becoming box office hits, indicating that Korean webtoons are emerging as a new pillar of the Korean Wave, following K-pop. With the rise of global OTT (online video streaming services) platforms like Netflix, which have transcended borders, various Korean content including dramas, movies, entertainment shows, and animation, are captivating audiences worldwide. Part 3 of the book delves into the power of K-content, highlighted by Netflix’s $2.5 billion investment promise.

The Reason ‘K’ is Included in the Name of Vietnam Science and Technology Research Institute

Part 4 introduces the story behind the establishment of the Vietnamese version of KIST (Korea Institute of Science and Technology). Established in 1968 as Korea’s first comprehensive science and technology research institute with $10 million received from the U.S. government in exchange for sending Korean troops to the Vietnam War, KIST is synonymous with the history of Korean scientific and technological development. It has played a pivotal role in achieving immediate commercialization in applied science. Vietnam, which has grown increasingly interested in Korea, particularly through the achievements of coach Park Hang-seo, plans to establish a research institute comparable to KIST, acknowledging its significant influence on Korea’s development. This symbolizes a reversal of roles, with Korea, once an aid recipient, now aiding another country. The institute was named V-KIST at the request of the Vietnamese government, marking the only instance where a country’s comprehensive research institute includes a letter from another country’s name. This makes V-KIST especially meaningful to Korea.

I frequently have the opportunity to travel abroad on business. There’s a common theme that emerges from my interactions with foreign scholars: the wonder of Korea.
“Korea boasts incredibly strong consumer brands. The popularity of K-pop is also immense among young people. Korea is firmly establishing itself as a dynamic, innovative, and highly intriguing country.”
My fervent hope is that the Republic of Korea will continue to be recognized as a ‘miracle country’ and be a source of pride, both to ourselves and to people around the world.
_Excerpts from Preface

The Korean Wave is making a splash on the global stage. Virtually everything from Korea is being introduced to the world with the prefix ‘K’, and countless foreigners are becoming fans of Korean content. Do you think the reaction from people around the world is exaggerated or merely a fleeting trend? The answer is no. The influence of Korea is not only special but also enduring. I hope that through this book, HALLYU, there will be numerous opportunities to accurately showcase the ‘power of the Republic of Korea’ to the world.