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The Korean Wave or Hallyu (Korean: 한류; Hanja: 韓流; RR: Hallyu; lit. Flow/Wave of Korea; listenⓘ) is a cultural phenomenon in which the global popularity of South Korean popular culture has dramatically risen since the 1990s. Worldwide interest in Korean culture has been led primarily by the spread of K-pop, K-dramas and films, with keystone successes including K-pop groups BTS, BLACKPINK[1] television series Squid Game (2021), and Oscar-winning film Parasite (2019).[2] The Korean Wave has been recognized as a form of soft power and as an important economic asset for South Korea, generating revenue through both exports and tourism.[3]