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What Is Hallyu?

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New this spring, when you purchase “Hallyu!” tickets you are no longer required to choose an entry time. Booking your preferred date in advance means your exhibition ticket is good all day.

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From the Joseon dynasty to today

South Korea has experienced a dramatic rise, from a country ravaged by war in the late 1950s to a leading cultural powerhouse by the early 2000s. Its remarkable trajectory from “rags to riches” is marked by governmental control, daring strategies, and IT innovations paired with a ppalli-ppalli (“quick-quick”) ethos, where speed is of the essence.

From rubble to smartphones

In the 1990s the South Korean government developed high-speed internet infrastructure information and communication technology, driven by the belief that the slow embrace of industrialization in the late 19th century caused the country’s colonization. South Korea was subsequently heralded as a model for high-speed internet and digital technology, leading to the birth of a tech-savvy nation.

From hanbok to haute couture

Hallyu has positioned Korea as a global trendsetter in the fields of beauty and fashion. Today K-beauty combines centuries-old formulas with new ingredients and advanced technology to create innovative cosmetic ranges tailored to modern living. K-fashion is also gaining prominence with a renewed interpretation of hanbok, the traditional Korean garment, and a versatile, fast-moving, and mix-and-matching approach to fashion.

From Psy to BTS

K-pop music has transported hallyu to all corners of the globe. Its success as an export product stems from a combination of addictive tunes, catchy lyrics, perfectly synched choreography, edgy fashion, and high-production value music videos, all centered around the star power of its idols. Bridging cultural and linguistic divides and riding on the crest of emerging social media platforms, by the mid-2000s K-pop was rocking the world.

Spotlighting K-drama and cinema

With the budding democracy of the late 1980s in South Korea, broadcasting and film industries started to flourish. K-dramas have radically transformed the image of Korea from a little-known country in East Asia to that of a leading global trendsetter. The renaissance of the Korean film industry in the late 1990s saw the emergence of a new generation of movie makers who have become leading figures in world cinema today. The film Minari is an ode to the gyopo (Korean diaspora) community.

Tales from the Diaspora

While the Oscar-winning film Minari paints a relatable picture of the Korean immigrant story, there are so many other stories of Koreans immigrating to the US that didn’t make it to the silver screen. From 1970 to 1990, over 500,000 Koreans moved to the US, and today nearly two million people identify as Korean American.