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World Economy
Apr 02, 2026

Korean Culture Sweeps Latin America: K-pop, Food, and Skincare Take Center Stage

AI Summary
The influence of Korean culture is rapidly expanding across Latin America, driven by a soft power campaign to introduce the world to its music, film, television, fashion, and food. K-pop, K-dramas, and Korean skincare products are particularly popular, with many Latin Americans embracing the culture and even traveling to Korea to experience it firsthand.

Korean culture is taking Latin America by storm, with K-pop, K-dramas, and Korean skincare products leading the charge. In Santiago, Chile, a group of young girls can be seen dancing to the beat of Blackpink's 'How You Like That', a song with over 1.3 billion views on YouTube.

The phenomenon, known as hallyu or the 'Korean wave', has been spreading rapidly across the region, with Mexico, Colombia, and Brazil being key markets. Online personalities like Sujin Kim, known as Chingu Amiga, have become incredibly popular, sharing their love of K-dramas and skincare products with millions of followers.

In Colombia, K-pop fan Zion Hwang has set up a string of karaoke restaurants to capitalize on the trend, while in Brazil, Korean-Brazilian influencers like Arthur Paek are promoting Korean culture and cuisine to their millions of followers.

The Korean wave has also led to an increase in interest in Korean language and culture, with universities offering Korean studies programs and language classes becoming increasingly popular. Dr. Jinok Choi, director of the Universidad Central's Rey Sejong Institute in Santiago, notes that young Chileans are showing a 'real commitment to learning about Korea beyond just its culture'.

The growth of Korean culture in Latin America is also being driven by a decline in the US's international appeal, with some observers suggesting that the US's flagging popularity under Donald Trump has led to a shift in interest towards Asian culture. Brazil's health minister, Alexandre Padilha, notes that 'perhaps the US is no longer, in people's imagination, the place they want to go'.

As the Korean wave continues to sweep across Latin America, it's clear that Korean culture is here to stay. With K-pop concerts and K-drama fan events becoming increasingly popular, it's likely that the trend will only continue to grow in the coming years.