Hallyu, literally meaning the “Korean Wave,” is the term used to describe the worldwide spread of South Korea’s pop culture, from television dramas to music, fashion, and food. That wave is now breaking strongly on South African shores, with evidence showing K-content is no longer a niche interest but a mainstream force shaping consumer trends.

Researchers at CEDITRAA, a German-African academic project studying cultural transfers, observe that South Africa has become the leading Sub-Saharan African market for K-pop streams, underscoring the existence of a highly organised and active fan base. Netflix’s own data shows that after watching Korean content, viewers are significantly more likely to branch out into related aspects of Korean culture, a ripple effect felt in beauty and cuisine alike.

The music sector’s fundamentals make South Africa fertile ground. Spotify has also recorded a 93% increase in K-pop listening across Sub-Saharan Africa in 2022, with South Africa at the centre of that growth. Phiona Okumu, Spotify’s Head of Music for Sub-Saharan Africa, stressed the staying power of the trend: “It’s clear from this data that K-pop is not just a passing phase, but has a devoted and growing African fandom.”

On the screen side, Netflix has noted runaway success for Korean titles, including the fantasy action film K-pop Demon Hunters, which has ranked among the platform’s global popularity leaders. Beyond the household viewing experience, festivals run by the Korean Cultural Centre in Johannesburg and Pretoria have brought Korean food, fashion, and live performances to South African audiences, deepening the cultural exchange.