Hallyu! The Korean Wave

In 2012, the Western World was struck by the first Korean phenomenon with singer PSY, whose record-breaking track, "Gangnam style," and its off-the-wall dance became an overnight sensation and the first music video to reach 1 billion views on YouTube. Since then, the escalation of the K-Culture in music and entertainment has become a global phenomenon that, in a certain way, has shifted the balance of the star system's media power, charm and style from West to East. Today, countless and cheering youngsters crowd outside fashion show venues for a glimpse of members from Blackpink, BTS, Enhypen, in addition to movie stars as Jung Ho-yeon, from the K-drama “Squid Game” who are among the guests. This is not a Gen Z madness, as many fashion boomers complain as they attempt to penetrate the human wall that blocks the entrance to these venues. Quite simply, it's just the timeless meaning of success.

The incredible rise of the Korean cultural movement is celebrated in a landmark exhibition "Hallyu! The Korean Wave.” Presented at the Victoria & Albert Museum in London with support from the Ministry of Culture, Sports and Tourism – Republic of Korea and Genesis, it is the first-ever to honour the colourful and dynamic popular culture of South Korea – from its early origins to its place on the global stage today. Curator Rosalie Kim said in the program notes, “South Korean has captivated the world over with hallyu, its vibrant and creative popular culture, which has transformed the country’s image from one devastated by the Korean War to that of a leading cultural powerhouse in the era of social media and digital culture today. This phenomenon has been amplified by tech-savvy and socially conscious global fanbases, further raising the profile and relevance of hallyu around the world, and we’re delighted to be bringing its energy and dynamism to the V&A.” Among the highlights: "Spotlighting K-drama and Cinema" that focuses on the remarkable growing success of series and movies from the late 1990s to the present day; and "Sounding K-pop and Fandoms," which explores the world of K-pop music. The exhibition closes with "Making K-beauty and Fashion” a section showcasing the origins and innovative approach that led to new aesthetic standards both inside and outside of Korea.

Hallyu continues at the Victoria & Albert Museum in London until June 25th, 2023.