Engaging in complex interdisciplinary research to map, measure and
forecast the global impacts of Hallyu, the Korean Wave

Mapping Global Impacts of Hallyu, The Korean Wave, is a large-scale interdisciplinary research project, co-funded by the Korea Foundation in 2024. The project advances policy-oriented studies on Hallyu, or the Korean Wave, that refers to the current global spread and impact of creative industries products specific to South Korean popular culture on different parts of the world. Led by Dr Natalia Grincheva, the international team of researchers explored the Korean Wave as a highly complex global phenomenon that has different layers of manifestations across multiple stages of its existence from production to consumption in transnational contexts. The project employs data-driven and machine learning approaches combined with traditional qualitative research to measure, map, and predict the spread, reach, intensity and impacts of the Korean Wave across different geo-locations to benefit a more informed, strategic, and evidence-based approach to Hallyu national policy and international diplomacy.

February 28, 2025, 6:00PM SGT
Global Webinar: Diving Deep with Hallyu Tracker:
Data-Driven Insights into the Korean Wave

This webinar will share results of the project Mapping the Global Impacts of Hallyu, the Korean Wave by introducing its creative digital practice output, the Hallyu Tracker app. It is a data-driven mapping visualization tool designed to illuminate the intricate global network of Korean Wave (Hallyu) influence. By leveraging the power of data visualization, Hallyu Tracker offers a dynamic and interactive exploration of the rise and impact of Korean cultural products and services across diverse regions and continents. Hallyu Tracker employs a data-driven approach and AI to map the complex interplay of factors that contribute to Hallyu's global reach. Through the integration of various data sources, Hallyu Tracker visualizes the evolution of Hallyu's influence, from its initial stages to its far-reaching effects. By analyzing patterns of consumption, social media engagement, and economic indicators, Hallyu Tracker provides a nuanced understanding of the factors that drive Hallyu's success in different markets across regions. The application also highlights the potential impact of Hallyu on various aspects of society, including cultural exchange, economic growth, and diplomacy. The webinar will share the interface and functionality of Hallyu Tracker to discuss how it could be used as a research tool for scholars, policymakers, and industry professionals to gain a deeper understanding of Hallyu's global influence and inform future research and strategic initiatives.

May 23, 2024:
Hallyu Mapping Forum in Seoul

The "Mapping and Theorizing Hallyu" conference at Seoul National University hosted the preliminary presentation of the Hallyu Mapping project. The event showcased the project's innovative methodologies, including the development of a Soft Power Visualization Map and offered a platform for the research team to share their Hallyu studies developments. Following the conference, the research team engaged with key stakeholders, including government officials and industry leaders, to discuss the implications of data-driven research for Hallyu policy and development. These interactions provided valuable feedback and highlighted the potential of the project to contribute to a deeper understanding of the Korean Wave's global impact and inform future strategies for its growth.