For the eighth straight year, K-pop tops Korea as the country’s strongest cultural image, according to a global survey.
The Ministry of Culture, Sports and Tourism, along with the Korean Foundation for International Cultural Exchange, revealed the 2025 Global Hallyu Survey results on Monday.
The survey covered 26,400 participants across 28 countries from November 29 to December 27, 2024. It included people aged 15 to 59 who had consumed Korean cultural content.
This year, the Philippines and Hong Kong joined the survey for the first time.
A total of 17.8 percent of respondents named K-pop as the first image that came to mind about South Korea. Korean cuisine came next, receiving 11.8 percent of the vote. Korean dramas followed at 8.7 percent, with beauty products at 6.4 percent and films at 5.6 percent.
IT products and brands dropped out of the top five for the first time since 2012, falling to 5.1 percent.
Among K-pop acts, BTS remained the most popular for a seventh year with 24.6 percent of support. Blackpink followed with 12.3 percent, while IU ranked third with 3.1 percent. Psy and Twice rounded out the top five with 2.2 percent and 1.8 percent.
The survey reported that Korean content enjoyed a favorability rating of 70.3 percent, up 1.5 points from last year. Korean language, a new category, received a 75.4 percent favorability score.
In drama, “Squid Game” held its lead for the fourth year, favored by 9.7 percent. “Queen of Tears” placed second with 6.5 percent. “Crash Landing on You” followed with 2.2 percent.
Bong Joon-ho’s “Parasite” topped Korean films for the fifth year with 8.3 percent. “Train to Busan” came next with 6.5 percent, followed by “Exhuma” at 4.1 percent.
Lee Min-ho remained the most admired Korean actor, winning 7 percent of the vote for the 12th year. Gong Yoo and Song Hye-kyo ranked next, while Kim Soo-hyun claimed fourth place.
The influence of Korean culture on consumer habits also grew. A total of 58.9 percent said they would likely purchase Korean products. This marks an 8.2-point rise from the year before.
Notably, 22.1 percent made purchases because they saw the products in Korean shows, up 5 points from last year.
However, concerns are also rising as K-pop tops Korea globally. About 37.5 percent agreed with negative views of Korean pop culture. This marks the highest figure in five years and a 4.9-point jump from last year.
Respondents cited over-commercialization, North Korea-related anxiety, and a wish to protect domestic culture.
Despite this, K-pop tops Korea once again, showing its powerful grip on global hearts and minds.
