Unpacking the Korean Wave through Data and Cultural Strategy

Natalia Grincheva, Program Leader, BA (Hons) Arts Management, LASALLE - University of the Arts Singapore

From K-pop and K-dramas to cinema, fashion, and digital fandoms, the Korean Wave (Hallyu) has evolved into a global cultural phenomenon that continues to reshape the international creative landscape. But what makes the Korean Wave so resonant, so influential, and so enduring? What can its journey tell us about contemporary global culture, and how can we better understand its implications for policy, diplomacy, and cultural management? To explore these questions, this Talk featured Natalia Grincheva, researcher at LASALLE College of the Arts (University of the Arts Singapore). Her work offered not only a cultural analysis but also a compelling methodological contribution to our field: she introduced the Hallyu Tracker app, a data-driven visualization tool designed to map the transnational flows of Korean cultural exports. The project offers new ways of seeing and studying global influence in the cultural sector.