Stat: K-pop remains South Korea’s top cultural export

South Korea – K-pop continues to lead perceptions of South Korea according to the 2025 Global Hallyu Survey. Based on responses from 26,400 people in 28 countries, the findings show that 17.8% of those who had experienced South Korean culture identified K-pop as the first thing that comes to mind when thinking about the country.

This was followed by food (11.8%), tv dramas (8.7%) and beauty products (6.4%). For the first time since 2012, South Korean IT products and brands fell from the top rankings in the survey carried out by the nation’s Ministry of Culture, Sports and Tourism and the Korean Foundation for International Cultural Exchange.

BTS remains the most popular K-pop act for the seventh year running (24.6%), followed by Blackpink (12.3%). Respondents now spend an average of 14 hours monthly watching Korean content, with dramas and reality tv topping viewing habits.

For more insights into popular and digital culture, and the commercial opportunities relevant to consumer engagement and connection across the world, head to LS:N Global’s Pop Culture & Media sector.