Has Hallyu peaked? After 30 years, Korea’s cultural wave faces a reckoning

The Korean Wave, or Hallyu, is usually dated to 1997, when Chinese state broadcaster CCTV aired the Korean drama "What is Love" (1991-92), an unlikely hit that is often credited as the phenomenon's starting point. Almost three decades later, the industry that emerged from it has become one of Korea’s most closely watched exports, with dramas, K-pop, webtoons and games driving revenue growth and global success, and spilling over into related industries such as tourism, beauty, food and fashion. T