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Jun 21, 2025  |  
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Jin Yu Young


NextImg:How South Korea Became a Cultural Powerhouse

A Tony Award-winning play on Broadway. The finale of a record-breaking Netflix show. And a reunion of arguably the world’s biggest pop band.

South Korean culture is having a moment. Again.

Maybe Happy Ending” clinching the best musical Tony this month added a new art form to South Korea’s growing list of international cultural successes. It followed “Parasite,” which in 2020 was the first foreign-language film to win an Oscar for best picture, and Han Kang, who won last year’s Nobel Prize in Literature.

On the K-pop front, the last member of BTS has completed his mandatory national service, stirring the hopes of fans worldwide about a reunion. And Blackpink will start a global tour next month with a gig near Seoul.

Next week, the third season of “Squid Game” will arrive on Netflix, the final installment of a show whose first season set viewership records.

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“Maybe Happy Ending” won the award for best musical this month at the 78th Tony Awards.Credit...Sara Krulwich/The New York Times

But the so-called Korean Wave shows no signs of subsiding. Global interest in seeking out all things Korean, from cosmetics to food, is surging.


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