The year is 2025, and there’s one particular frequency that is – undeniably, unquestionably – dominating the dial of pop culture: Korean media.
Now, this isn’t exactly new news. The world has been seeing the swell of Hallyu (Korean Wave) for almost fifteen years. You may recall the impact of PSY’s “Gangnam Style” in 2012, which for many Westerners was their first exposure to K-Pop. But within the last few years, the momentum behind Korean media and culture that has rocked international sensibilities has felt more like a supernova than a wave, shattering Western media borders and shining its light in seemingly every corner of the world. One statistic even shows that Korean content has consistently represented 8% to 9% of viewing hours on Netflix since 2023, making it the second most-watched content globally (behind only U.S. content).
K-Pop Demon Hunters (2025) is the most recent and staggering example. Since its Netflix premiere in June, this animated film has rapidly dominated charts and conversations, and has even set a new record as the most-watched film in the platform’s history. Really, it’s achieved something of the unthinkable and united audiences from around the world, which is a particularly impressive feat given today’s increasingly divided society. Its universal appeal is clear everywhere, from children belting out “Golden” and adults moved to tears by “This Is What It Sounds Like,” to the global thirst for the Saja Boys and widespread cosplays of Huntr/x and other characters. With its soundtrack topping the Billboard Hot 100, the many markers of the film’s success only bolsters the trend of Korean-led content dominating the mainstream.
Watch the trailer for K-Pop Demon Hunters below.
As is evident in even this teaser, the film blends high-octane action with Korean folklore and modern idol culture, and goes beyond whatever generic blueprint you might expect. It would be easy to assume a movie centered on K-Pop might be superficial, formulaic, or focused only on spectacle — but KPDH is anything but. It is a deeply heartfelt and vulnerable film, and its unique vision is largely thanks to the women who shaped the project, such as Maggie Kang, who both conceived the original story and co-directed the film, and singer-songwriter EJAE, who not only sings for Rumi but also penned the film’s most emotionally resonant tracks. KPDH has also been praised for its portrayal of women as the funny, silly, beautiful, capable, nuanced, and three-dimensional human beings that we are, rather than reducing its female characters to common tropes or stereotypes. (Here’s a great Reddit thread that gets more into it!)
Of course, the success of KPDH stands on an already strong foundation of love for Korean media. One simply can’t understate the impact of Squid Game (2021 – 2025), which captivated global audiences throughout its multi-season run. It’s the show that both shocked and transfixed its viewers, forcing us to confront the moral abyss of late-stage capitalism and delivering its message through harrowing violence and savage socio-political commentary. Its final season in June capped a run that has concurrently spawned a huge network of events and commercial spin-offs, including the non-lethal reality show Squid Game: The Challenge, immersive fan activations staged in over 25 countries, and high-profile brand tie-ins. Needless to say, Squid Game has solidified its place as a cultural behemoth. But these Netflix giants are the visible peaks of a much broader empire, one that includes countless hit K-Dramas, webtoons, and a relentless K-Pop industry that generates dozens of viral hits every month.
And speaking of K-Pop…
Let’s get into it.
At the moment, music enthusiasts around the world are captivated by the current fourth and fifth generation of K-Pop idols — groups like Stray Kids, ATEEZ, and aespa, or RIIZE, ZEROBASEONE, and BABYMONSTER. But much like any form of art, the infrastructure they thrive on was built by the pioneers who came before them, foundations laid by first gen idols like H.O.T. and S.E.S., second gen icons like Girls’ Generation (SNSD), 2NE1, and SHINee. Then came the third gen groups: BTS and BLACKPINK, or EXO, TWICE, GOT7, NCT, and all the solo careers that have spawned from them. This sheer breadth of artistry within the K-Pop world, which extends beyond the music to choreography, fashion, spectacle, and fan culture, is what shattered media barriers and made this global platform possible. (By the way, it’s important to note that the K-Pop genre is heavily indebted to Black music and culture. The foundational influence of, particularly, Black American-led genres like hip-hop, rap, R&B, and street style is undeniable, a point central to the very legitimate conversations surrounding cultural appropriation versus appreciation in the K-Pop world. So whether or not you like or listen to K-Pop, remember where its influences lie!)
For me, though, the core of that foundation goes back to one second gen group: Bigbang. My own relationship with Hallyu is something of a delayed connection, because over a decade ago, my sibling lived in Seoul and introduced me to Bigbang’s music. At the time, I appreciated their catchy music and the way they seemed to buck the typical “idol” model. They were edgy and talented, writing and producing most of their own tracks, and I liked how they played with genre, fashion, and dance. But looking back, I can’t say I would have called myself a VIP quite yet (this is the title for Bigbang superfans).
However, that changed in 2025. And it may come as a surprise that this didn’t happen via a concert stage, or even a new album; rather, the moment Choi Seung-hyun, also known as T.O.P — rapper and former member of Bigbang — appeared in Squid Game Season 2. Showing up as the purple-haired failed rapper Thanos, seeing him onscreen unlocked all my memories of the songs I enjoyed, encouraged me to revisit their music, and also made me dig deeper into T.O.P’s own personal journey these last ten years, as his role mirrored some of his own public and private struggles. Coincidentally, this happened the same year Bigbang’s leader, G-Dragon — known as the “King of K-Pop” to many — made a monumental comeback. A prolific influence in the Korean entertainment industry, as well as a pioneering fashion icon and influential businessman, GD spent seven years out of the musical limelight, and his 2025 album Übermensch and its subsequent world tour solidified his status as a legend who continues to push the boundaries of what a solo K-Pop artist can achieve.
All this considered, I think the fascination with Korean entertainment in 2025 goes way deeper than good production value. The authenticity that’s often featured in Korean media speaks to a diverse global generation. K-Pop Demon Hunters is a perfect case study for this; animated by Sony Pictures Animation (the same studio behind the Spider-Verse films), the movie’s visuals are undoubtedly stunning, but its runaway success is rooted in its most empathetic themes. Its core message addresses issues of identity, societal pressures, and shame, while still offering a hopeful narrative about healing from trauma. Where Squid Game was bleak and cutting, KPDH is about embracing your flaws and finding strength in love, community, and connection. So whether you’re watching revenge dramas like The Glory, heartwarming works like Extraordinary Attorney Woo, or fantasy romances like Alchemy of Souls, just know there is a rich collection of shows and films that showcase the universally resonant, inventive storytelling from Korean creatives. There’s even rising interest in more niche Korean content, particularly in the Boy’s Love (BL) genre of manhwa, webtoons, and dramas, which represents a groundbreaking push for queer-centric stories.
The permeation of Korean culture in non-Korean geographies extends far beyond our screens. It’s in the number of people using Korean language apps, travelling to Korea, appreciating Korean cuisine, recognizing K-Beauty products as a gold standard of skincare, and nurturing a growing interest about Korean lifestyles. There is now a broader, more international platform for Korean voices to spread awareness about their experiences, history, social challenges, and more.
So whether you’re new to learning about Korea or are a seasoned enjoyer, I encourage you to see this moment as an invitation for genuine cultural appreciation. Take the time to go directly to Korean sources, content creators, critics, and creatives. Don’t flatten a complex country and culture into a fantasy or convenient commodity. Instead, have conversations, seek out diverse perspectives, and apply critical thinking where possible. Recognizing the many nuances of one culture can open your mind to appreciating the beauty, depth, and humanity in others. Trust me when I say; that’s a journey well worth taking.
