Is hallyu over? In a survey conducted by the Korea Foundation for International Culture Exchange to determine the current state of hallyu around the world, some see the end coming very soon.
The survey was conducted during January and February of this year covering 11 countries (China, Japan, Taiwan, Thailand, France, England, Russia, USA., Brazil, UAE, and South Africa) with results from 4,400 people (400 from each country). Out of the 400 Japanese people surveyed, 50% stated that hallyu was already over. When asked separately how long they expect hallyu to last, 19.5% said it would last around 1-2 years more, 16.3% said 3-4 years, and 85.8% said Hallyu would be gone in four years. Only 6.1% said that Hallyu would last 10 years or longer.
In comparison, only 13% of all people surveyed said that Hallyu was over, while 27.7% said it would last 3-4 years longer.
In another survey conducted to determine the awareness of hallyu around the world, 55.2% said they knew the word “hallyu.” Taiwanese people showed the most awareness with 95.8% of respondents responding positively, Japanese 88.8%, Chinese 88%, American 55.3%, Thai 54.3%, and Russia at 42.3%.
47.1 percent stated hallyu was more popular now than a year before, while 48.9% said it would continue to increase in the next.
In terms of hallyu content, respondents were most familiar with TV drama at 61.4%. Films were next at 59.7%, then K-Pop at 57%, and games at 42.5%.
(Note: Some of the percentages do not add up to 100 because of the wording of the questions and answers given in the survey.)