BTS and beyond: K-pop remains top global symbol of South Korean culture, survey shows

Nearly 1 in 5 global fans say K-pop comes to mind first, beating out Korean food, TV dramas and beauty products

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Korean boy band BTS at the 64th Annual Grammy Awards on April 3, 2022, in Las Vegas. Photo: AP

Published: 8:35pm, 7 Apr 2025

K-pop continues to be the most recognised symbol of South Korean culture around the world, even as the country’s cuisine, TV dramas and beauty products gain ground among global fans, according to the results of a new international survey.

The 2025 Global Hallyu Survey, released on Monday, showed that 17.8 per cent of respondents with prior experience of Korean culture said pop music was the first thing they associated with the country – keeping K-pop in the top spot for an eighth consecutive year.

The term hallyu, which literally means “Korean wave”, refers to the growing global popularity of South Korea’s cultural exports.

The annual survey, conducted by South Korea’s Ministry of Culture, Sports and Tourism and the Korean Foundation for International Cultural Exchange, polled 6,400 people aged 15 to 59 across 28 countries between November 29 and December 27 last year. The latest study included the Philippines and Hong Kong for the first time.

Lisa, Jisoo, Jennie, and Rosé of Blackpink performing at the Coachella Valley Music and Arts Festival on April 15, 2023. Photo: AFP

Other top associations with South Korea included its cuisine, TV dramas, cosmetics and films, according to the Korea JoongAng Daily. For the first time since 2012, IT products and brands fell out of the top five.