Riding the Korean Wave - Cultural Influence and Brand Strategy

South Korean culture has steadily grown and spread throughout Asia over the past decade and is reaching Europe and the US.

Riding the Korean Wave – Cultural Influence and Brand Strategy

Jo Bowman

Winter Sonatawas, on the face of it, just another TV drama series. But as this heart-wrenching love story unfolded on South Korean channel KBS in 2002, so too did a wave of ' – or 'Korean wave' – that has gathered momentum, taking with it pop music, fashion, food, film and Korean brands.

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