The Korean Wave, or hallyu, refers to the rise in global interest in South Korean popular culture that has spread rapidly since the 1990s. It is led by the spread of K-pop, K-dramas, K-beauty, K-food, and films, with key successes including K-pop groups 2NE1, BTS and Blackpink, the Oscar-winning film Parasite (2019) and the Netflix television series Squid Game (2021–2025). The Korean Wave has been recognized as a form of soft power and a significant economic asset for South Korea, generating revenue through cultural exports and tourism.