Hallyu 2.0 and the Korean Influence on Western European Luxury

Hallyu is a Chinese term that translates to the ‘Korean Wave’ and it refers the transcendence and increasing popularity of South Korean cultural exports such as South Korean TV dramas and pop music. The movement started in Asian countries such as China and Japan from the mid-1990s to the mid-2000s, and now the second wave - or ‘Hallyu 2.0’ - is becoming popular in Western countries, as more consumers globally embrace Korean tv dramas, music, fashion, beauty and food.