Background
The Korean Wave, a term coined by Chinese journalists to refer to the significant increase in the popularity of South Korean entertainment and culture since the late 1990s, first spread to China, Japan and other Asian countries, including Taiwan, Vietnam, Hong Kong, Philippines, Malaysia and Singapore. Korean dramas were a key aspect of this proliferation, achieving a significant level of mainstream success in Japan, China, and Southeast Asia,
Another aspect of the Korean wave is the use of Cultural technology to suit the tastes of overseas audiences, as well as the use of social media to reach a wider audience. During an official visit to South Korea in March 2012, US President Barack Obama noted the rapid surge and spread of Korean pop culture and he praised South Korea’s youth for their tech-savviness and optimism, and remarked that "And you know that in our digital age, we can connect and innovate across borders like never before -- with your smart phones and Twitter and Me2day and KakaoTalk. It’s no wonder so many people around the world have caught the Korean Wave, Hallyu".
Since 2002, Korean TV dramas and pop music have slowly moved to the Middle East, Eastern Europe, and parts of South America. According to The New York Times, "attempts by K-pop (Korean popular music) stars to break into Western markets have largely failed prior to the proliferation of global social networks." However, K-pop artists are now gaining more international exposure through social media networks such as YouTube, Facebook, and Twitter, making it easier for them to reach a wider audience.
Mark James Russell from the global politics magazine Foreign Policy acknowledges that Korean popular culture "may not (yet) turn heads in Los Angeles or London" but he claims that "the West is actually late to the party", noticing the Korean Wave only after the song Gangnam Style by singer Psy was released.
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