Often found at theaters and museums, Kwon Mee-yoo has covered a wide range of cultural fields from K-pop and dramas to theater and fine art for over a decade. Now as K-Culture Desk editor, she tries to connect Korean culture with global readers through fresh perspectives.
‘Hallyu’ style defines Korean identity, CICI survey shows
A survey by the Corea Image Communication Institute (CICI) shows that Koreans and foreigners alike associate "hallyu" (Korean wave) style with Korea's identity. Courtesy of CICI
By Kwon Mee-yoo
As Korea’s cultural influence continues to rise, from blockbuster K-dramas to the growing global appetite for Korean cuisine, the question of what defines "Koreanness" has become more relevant than ever.
A new survey by the Corea Image Communication Institute (CICI) sheds light on this evolving identity, showing how K-culture has emerged as a central force in shaping perceptions of Korea both at home and abroad.
Conducted from Aug. 11-31, the survey gathered responses from 406 people — 203 Koreans and 203 foreigners who have either lived in or visited Korea. Participants were asked to select multiple items they associate with Koreanness and identify the directions in which K-culture may develop.
When asked what foreigners would associate with Korean identity, an overwhelming majority of both Korean (94.58 percent) and foreign (93.1 percent) respondents chose the “hallyu” (Korean wave) style. This encompasses K-pop, Korean dramas, films, beauty and fashion, all of which have become Korea’s most recognizable cultural exports. In other words, for many Koreans and foreigners alike, the most visible and powerful embodiment of Koreanness today is K-culture.
This dominance is no coincidence. Korean dramas regularly rank among the top on global streaming platforms and the recent success of the Netflix animated film “KPop Demon Hunters,” which became the platform’s most-viewed film in history, demonstrates how Korean pop culture has evolved from entertainment into a powerful tool of cultural diplomacy.
Beyond hallyu style, perceptions diverge. Koreans placed strong emphasis on the country’s cutting-edge digital infrastructure (52.71 percent), while foreigners ranked Korea’s traditional aesthetics — such as hanbok (traditional Korean clothing) and hanok (traditional Korean house) — as the second-most defining aspect of Koreanness (41.87 percent). While Koreans ranked public safety as the third most Korean trait (25.62 percent), foreigners placed digital infrastructure in that spot (32.02 percent).
This contrast reveals a subtle gap in self-perception and external image. Koreans increasingly identify with modernity and technological advancement, while many foreigners remain drawn to the country's cultural heritage and historical depth.
A Corea Image Communication Institute (CICI) survey found that Korean cuisine has the potential to become the future of K-culture globally. Courtesy of CICI
Despite these differences, both groups shared a common vision for the future of K-culture: convergence. The most anticipated direction for Korean culture, according to 71.92 percent of Koreans and 77.83 percent of foreigners, lies in fusion — blending traditional elements with futuristic innovation. From the integration of gugak (traditional Korean music) with artificial intelligence-composed scores to traditional dance enhanced by digital projection mapping, the hybridization of Korea’s past and future is seen as the next evolution of its cultural identity.
Literature and food also emerged as key pillars of future expansion. Among Korean respondents, 60.1 percent highlighted literature and story-based content as critical, with 58.62 percent emphasizing the global potential of Korean cuisine. Foreigners, meanwhile, reversed the order: 56.16 percent identified food as the next global export, while 54.68 percent pointed to storytelling content.
Korea's first Nobel Prize in Literature awarded to Han Kang last year significantly boosted international interest in Korean literature, while Korean webtoons continue to be adapted into globally successful dramas, including “Mask Girl” and “Moving.” At the same time, Korean food — from everyday staples like tteokbokki (spicy rice cakes) to innovative fine dining — is gaining traction as a soft-power asset as well.