K-culture and the Korean Wave: What exactly is Hallyu, and what does it include?
Jieun Kiaer: The Oxford English Dictionary defines Hallyu — the Korean Wave — as the rise in global interest in South Korean popular culture, especially through music, film, television, food, fashion, and beauty. But Hallyu is not just a cultural trend; it’s the emergence of a Korean-inspired global culture — one that spans media, wellness, design, literature, and daily life. In many ways, it functions like a living brand — a flexible, evolving cultural movement that merges Korea’s rich traditions with bold, modern storytelling. From skincare to cinema, Hallyu has grown into a comprehensive cultural ecosystem — rooted in heritage but crafted for a global audience.
Jieun Kiaer is a Professor of Korean Linguistics at the University of Oxford. As a leading expert on the Korean Wave (Hallyu), she examines the global influence of Korean culture. She is the author of "The Language of Hallyu" and "Delicious Words: East Asian Food Words in English"
How did Korean culture gain such global popularity?
The rise of Hallyu began with K-pop — a high-performance, fan-driven music industry that caught international attention through its creativity, choreography, and sense of community. But once people were drawn in by the music, they stayed for the depth behind it. Social media platforms and streaming services amplified the reach of Korean-inspired culture, making once-hidden aspects of Korean daily life visible to the world. Dramas introduced viewers to cultural rituals like shared meals, traditional values, and emotional storytelling. Audiences weren’t just entertained — they were invited into a lifestyle. That emotional accessibility was key to its global spread.
What is the impact of the Korean wave on European industries, particularly in the food, health, and beauty sectors?
The influence is unmistakable. In food, we’ve seen an explosion of interest in Korean staples — from kimchi and gochujang to ramyeon and Buldak (fire noodles), which have become global sensations. The appeal lies in their boldness — spicy, playful, and challenging — and in their connection to community and comfort.
The influence is unmistakable. In food, we’ve seen an explosion of interest in Korean staples — from kimchi and gochujang to ramyeon and Buldak (fire noodles), which have become global sensations. The appeal lies in their boldness — spicy, playful, and challenging — and in their connection to community and comfort.
And in the health and wellness sector, Korean traditions — from fermented foods to herbal remedies and mindful practices — are being embraced as part of a new philosophy: one that values timing, process, and intentionality. I recently translated an 18th-century Korean cookbook that explores this very theme — how fermentation, for instance, is as much about patience and attitude as it is about ingredients. There’s deep wisdom there, and growing interest in bringing it to the forefront.
Do Korean trends adapt to Western customers and markets? Can you give us an example?
Yes — and that adaptability is one of Hallyu’s strengths. Korean brands are highly responsive to global audiences. Take ramyeon as an example: traditionally spicy and strong-flavoured, but now available in different spice levels, with tailored packaging and ingredient notes for European consumers.
K-beauty brands localise their messaging, product names, and even textures and scents to meet expectations in Western markets, without losing their unique identity. What stays consistent is the philosophy — care, balance, and innovation — but how it’s presented is constantly evolving.
Which part of K-culture is most fascinating to you? What do you personally connect with in Hallyu?
What fascinates me most is the fluid, hybrid nature of Hallyu. It’s not static — it evolves, adapts, and reflects the complexity of real life. It resonates with people because it mirrors our own blended identities — heritage and future, local and global, familiar and new. As someone born in Korea and now living in the UK for 24 years, Hallyu feels deeply personal. It reflects how I live — navigating between cultures, building bridges between traditions, and shaping new ways of belonging.
In my work as a consultant for the Oxford English Dictionary, I’ve seen how Korean words — especially food terms — have found a place in English through drama and daily life. Watching characters eat together in Korean series has introduced the communal, emotional side of Korean cuisine to Western audiences. These cultural traces, however small, carry great weight.
For me, Hallyu isn’t just something I study — it’s something I live. It’s a way of making meaning, of staying rooted while reaching out. That’s why it continues to grow: it speaks to where we are, and where we’re going.
At the International Food Innovation Conference at the Gottlieb Duttweiler Institute being held on 19 June 2025, Jieun Kiaer will discuss the influence of K-Culture on current food trends and beauty standards. Learn from her and other leading scientists and thought leaders how companies are benefiting from the emerging billion-dollar market at the interface of nutrition, health and beauty.