The second season of “Squid Game” hit Netflix on Dec. 26, 2024. And though reviews have been mixed in comparison to the first season, it has still become an Internet sensation with its action-packed plot and social commentary. It seems like everyone, whether they are Korean drama fanatics or not, is watching “Squid Game.”
“Squid Game”’s star-studded cast has many new additions, notably including Korean pop idols Jo Yuri as Player 222 and Choi Seunghyun, aka T.O.P. as Thanos or Player 230. There have been numerous videos of people shocked to find out this “Squid Game” character or that “Squid Game” character is actually a singer or rapper.
With “Squid Game” being so popular in the west, many are being further introduced to East Asian television, music and celebrities. This has been a steady trend since around 2019, with Kpop groups like BTS and BLACKPINK breaking records and shows like “Parasite” winning awards. Today, East Asian media has become integrated in Western pop culture.
Back then, this wasn’t the case. Baohaus chef Eddie Huang, celebrity chef Jet Tila and stand-up comedian Margaret Cho all describe being packed Asian food for school lunch, and often were bullied for the smell by other kids.
However, now noodles, dumplings and boba have become foodie favorites. CEO of Saffron Road, Adnan Durri, has seen a growth of 200% recently in its offering of Asian products. And in Yelp’s Top 100 US Restaurants 2024, there was an emphasis on Japanese noodles and Korean food. In a study by health coach Anjali Shah on Instagram hashtags, it was found that Japanese cuisine is the second most popular cuisine, right after Italy.
Korean beauty products have also been on the rise. Instead of a matte complexion, people want the “glass skin” that Korean celebrities seem to have, so dewy it is reflective. Companies like CosRx and Innisfree have made their way to Sephora, further attracting the attention of Western consumers.
“When K-beauty was introduced to the Western market through popular channels and social media, a phenomenon was awakened, creating demand and opportunity for business,” Nina Vargas, a global business strategist, said.
People love the emphasis on healthy, nourished skin that comes with K-beauty, rather than the corrective purposes advertised by Western skincare. As of January 2024, the hashtag “#koreanskincare” has reached 7.4 billion views on TikTok.
Hallyu, or the “Korean Wave,” is the term used in Korea to refer to this phenomenon. Out of the East Asian countries, Korea has probably impacted the worldwide market the most. If you open Netflix, you will find loads of K-dramas, from the violent “Squid Game” to the romantic “Crash Landing on You.” According to Republic World, 80% of Netflix subscribers have watched Korean content.
As mentioned before, K-pop idols have gained global traction. K-pop boy group Stray Kids and BLACKPINK’s Jennie attended the 2024 Met Gala. Groups like ATEEZ and LE SSERAFIM performed at the infamous music festival Coachella. K-pop groups have social media accounts with millions of followers and are sponsored by Western luxury brands, reaching around if not the same level of fame as Western music artists.
Japanese culture has equally gained traction in the West, mainly with animated shows or “anime” and video games by big companies like Nintendo. In a 2022 survey done by Dentsu. Inc, it was found that a third of American respondents ages 18-54 watch anime.
The growing diversity in Gen-Z has an influence on Asian media’s rising popularity. According to Pew Research Center, Gen-Z is “the most racially and ethnically diverse generation” thus far. As a result, Gen-Z is more willing to explore and accept the cultures of different countries.
Shows like “Squid Game” may not have reached the popularity they have reached today if they had come out 10 or 20 years ago. But thanks to the reach of social media, streaming service, younger demographic and more, Asian media and culture is truly spreading outside of Asia and making its way to ears and eyes all over the world.
