The Korean Wave, also known as the Hallyu, refers to the spread of South Korean culture around the world or the love of South Korean cultural exports. An international phenomenon, hallyu is a growing influence across Asia. South Korean popular culture rose from relative obscurity in the late 1990s when its television dramas began to be broadcast widely in China, Japan and Southeast Asia.
Exports of Korean video games, television dramas and popular music (“K-pop”) have all doubled since 1999, while the total number of cultural products exported since then has increased almost threefold, to $1.8 billion in 2008.
Hallyu now enjoys worldwide expansion to Europe, North/South America, Middle East, and Africa. And MBC is one of the major companies contributing to Hallyu by providing English subtitles on all of their dramas.
MBC dramas have been exported to 30 countries, including Asia, Africa, the Middle East, and United States.