Concepts
Cultural concepts, philosophies and movements.
Hallyu (Korean Wave)
Global cultural phenomenon referring to the international spread of South Korean culture since the 1990s. The term hallyu ('Korean Wave' in Korean) encompasses K-pop, K-dramas, Korean cinema, K-beauty, K-fashion, and Korean cuisine. Accelerated by social media and streaming platforms in the 2010s, hallyu has become a major instrument of Korean soft power, with landmark moments including BTS's worldwide success, Parasite's Palme d'Or and Oscars, and the Squid Game phenomenon on Netflix.
Manga
Japanese comics read from right to left, covering a thematic and demographic diversity unmatched anywhere in the world. Divided into demographic categories (shonen, shojo, seinen, josei, kodomo), manga is a major cultural medium in Japan, representing a market of over $6 billion per year. Titles like One Piece, Dragon Ball, and Naruto have conquered a worldwide audience, and manga has become the primary gateway to Japanese popular culture for millions of readers.
Wuxia
Chinese literary and cinematic genre centered on the adventures of wandering martial heroes in ancient China. The term means 'martial hero' (wu = martial, xia = hero/knight) and the genre emphasizes honor, justice, loyalty, and martial arts mastery. Founded by writers like Jin Yong and Gu Long in the 20th century, wuxia has produced cinematic masterpieces such as Crouching Tiger Hidden Dragon, Hero, and A Touch of Zen, and continues to influence global action cinema.
Anime
Term referring to Japanese animation, covering an immense variety of genres, styles, and target audiences. From Osamu Tezuka's pioneering works (Astro Boy, 1963) to contemporary worldwide hits like Demon Slayer and Jujutsu Kaisen, anime has become a pillar of global popular culture. The Japanese anime industry generates over $25 billion annually and spans TV series, films, OVAs, and streaming platform productions, reaching audiences of all ages across every continent.
K-pop
Musical genre originating from South Korea, blending pop, hip-hop, R&B, and EDM with elaborate choreography and polished visual aesthetics. Born in the 1990s with pioneering groups like Seo Taiji and Boys and H.O.T., K-pop became a global cultural phenomenon in the 2010s, driven by artists like BTS, BLACKPINK, EXO, and Stray Kids. The K-pop industry relies on a unique idol training system (trainee system) and a digital communication strategy that has created worldwide fanbases of unprecedented power.