Korean culture no longer a trend, but a global lifestyle: survey

Somewhere in Paris, a woman finishes her commute and opens Netflix — not to browse, but to resume. She already knows what she wants: the next episode of When Life Gives You Tangerines, the Jeju Island-set drama she discovered through a thirty-second clip on Instagram three days ago. In Sao Paulo, a university student is doing the same. This is what Hallyu looks like in 2026 — not a moment of discovery, but a matter of routine.