Global spending on Korean cultural products is expected to nearly double to $143 billion by 2030, according to new research from TikTok and analytics firm Kantar.
The growing popularity of what is called K-content is being fueled by social platforms, where users express their appreciation for Korean dramas, pop music, cuisine and cosmetics.
TikTok, which initially became wildly popular with short clips of young people dancing to popular songs, has become an online gathering place for K-pop fans, and in recent times has expanded to include more Korean culture and traditions.
