Within living memory, South Korea has transformed into a leading cultural powerhouse of the 21st century. South Korea has transformed from a country devastated by war in the late 1950s to a leading cultural powerhouse of the 21st century. Through the voices of fans, journalists, practitioners and academics, Hallyu! explores the makings of the Korean Wave of cultural influence over the interlinked creative industries of cinema, drama, music, fandom, beauty and fashion. K-Pop legends such as Psy, Blackpink and BTS, and films and dramas such as Parasite and Squid Game feature alongside webtoon comic strips, catwalk shots, contemporary hanbok clothing and cosmetics packaging just some of the illustrations that capture the creative, colourful and dynamic popular culture of South Korea.