‘KPop Demon Hunters’ fuels Korean learning boom in US
Foreigners and overseas Koreans write essays during the 28th Annual Korean Writing Contest at the open-air theater of Yonsei University in Seoul, Oct. 8, 2024. Korea Times photo by Koh Young-kwon
Fueled by the explosive popularity of the Netflix animated film "KPop Demon Hunters," the number of Americans studying Korean has surged.
The trend is notable enough that The New York Times recently spotlighted the Korean language learning craze, reporting that interest is expanded beyond heritage speakers to the general public. Language learning apps report a more than 20 percent increase in Korean learners, reflecting the intense heat of the trend.
Americans with no ties to Korea are learning Hangeul
On Saturday, The New York Times reported on the phenomenon in an article titled "Americans Are Learning Korean Because of 'KPop Demon Hunters.'" The paper highlighted the show's breakout hit "Golden," noting that the song is the subject of many YouTube and TikTok videos breaking down the pronunciation of its Korean words and lyrics. Combined, the clips have millions of views.
The song weaves Korean phrases into English lyrics, such as “Eo-du-wo-jin ap-gil-so-ge (In the darkened path ahead),” “Yeong-won-hi kkae-jil su eom-neun (Unbreakable forever),” and “Bal-ge bin-na-neun uri (We shine brightly).”
The Times said that the U.S. obsession with Korean pop culture has reached the point where more and more Americans, with little personal connection to the country, are learning the Korean language and alphabet, known as Hangeul
The frenzy is backed by data. On the language learning app Duolingo, the number of Korean learners in the U.S. saw 22 percent growth over a one-year period last year. According to a 2023 Modern Language Association report cited by the Times, while overall foreign language enrollment in U.S. higher education fell by 16 percent between 2016 and 2021, Korean language enrollment spiked by 38 percent.
Demand is so high that universities from California to Arkansas are expanding their courses in Korean language and culture, the newspaper explained.
Rumi, left, from "KPop Demon Hunters" and Seong Gi-hun (Lee Jung-jae) from "Squid Game" / Courtesy of Netflix
Korea: The new 'hit factory'
The Times attributed this high interest to the global reach of Korean pop culture, which has effectively become a "hit factory." Beginning with Psy’s "Gangnam Style" becoming the first YouTube video to hit 1 billion views in 2012, a tidal wave of megahits followed, including BTS, BLACKPINK, the film "Parasite" and the Netflix series "Squid Game."
Korean language is "cool" now, according to Joowon Suh, director of the Korean language program at Columbia University, who called the trend very noticeable.
However, the Times weighed in on the difficulty of Korean as a language for English speakers, citing complex grammar and vocabulary that shift based on age and familial relationships.
Getting started with Korean can seem easy, the paper wrote, as the alphabet is logical. But it added that instructors point out that attrition at the more advanced levels remains a problem. It emphasized that it can take years of dedicated study to become fluent.
Despite the challenges, the Korean language boom sparked by "KPop Demon Hunters" shows no signs of fading. The show's soundtrack earned five nominations at the 68th Grammy Awards held in Los Angeles on Sunday, with "Golden" taking home the award for Best Song Written for Visual Media.
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.