Hallyu, Korean pop culture, is in an all-time high demand, with tv-series like Netflix’s Squid Game, Oscar award-winning films like Parasite and K-Pop stars like BTS and BlackPink dominating entertainment across the globe, from the US to the Philippines and Thailand to the United Kingdom. But what is it about these Korean hits that makes them so appealing to the Western world and beyond? The Asia connection There has been a deliberate government initiative to push the Korean wave to the world on a global scale, says Margot Peppers, Foresight Factory, consumer trends editor. An effort stemming from the 90s as a way to build Hallyu towards the world through…