In 2025, the World Tribune has been featuring on the cover historical acts of cultural diplomacy that shifted public sentiment and even thawed tensions between nations.
Has your tween memorized all the lyrics from their favorite K-pop band? Do you find yourself binge watching K-dramas on Netflix while crying into your Korean beauty mask?
You can thank Hallyu, or the Korean Wave, which refers to the global spread of Korean culture from the ’90s onward.
Through a confluence of events, South Korea has strategically used Hallyu as a cultural diplomacy tool that has not only strengthened its global influence but also boosted its economy and improved international relations.
The romance drama Winter Sonata (2003–04), in particular, became an explosive hit in Japan among women in their 30s, changing stereotypes and causing a spike in tourism to South Korea.
This week’s cover features a scene from Minari, a drama about a Korean family’s move to Arkansas in pursuit of the American dream. The movie garnered a Best Supporting Actress Oscar to Yuh-Jung Youn, the first for a Korean actress. The movie followed on the heels of Parasite, which won the Academy Award for Best Picture at the 92nd Academy Awards, becoming the first non-English-language film to win the Academy Award for Best Picture.
For those who can’t get enough, the South Korean government in 2023 launched a “Hallyu visa,” allowing international fans of Korean culture to stay in the country for an extended period for an immersive experience in the K-culture scene.
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