Hello, everyone!
A new week has begun.
What amazing things have unfolded in the world of K-Pop, K-Drama, K-Food, and K-Beauty over the past week?
What would it be like if something magical suddenly happened in your ordinary life?
This week’s blog, which summarizes the latest Hallyu news, starts with that very question.
Would you believe that a single song from an animated movie rewrote K-Pop history? Yes, the story you’ve been waiting for every week is about to begin.
Chapter 1: The Sound of Victory – K-Pop Rewrites the Rules
A Historic ‘Golden’ Moment
The first piece of news we must talk about this week is the miraculous announcement from the US Billboard charts.
“Golden,” the original soundtrack from the Netflix animated film K-Pop Demon Hunters, proudly rose to the top of the Billboard main singles chart, the ‘Hot 100’. This achievement holds enormous significance beyond a simple chart ranking.
The song is the first by female K-Pop vocalists to reach the top of the Hot 100, and it is the eighth song associated with K-Pop to achieve this feat, following six songs by BTS and solo tracks by Jimin and Jungkook.
In addition, it also topped the UK’s ‘Official Singles Chart Top 100’, which, along with Billboard, is considered one of the world’s two major charts, creating a global sensation.
The success of this song is particularly special as it imprinted the charm of K-Pop on a broad audience through a new medium—animation—going beyond the existing K-Pop fandom.
The song conquered the charts purely on its own merit, without relying on a traditional idol group comeback or large-scale fandom pre-orders.
This is definitive proof that K-Pop has grown from a “niche” genre for a specific fandom into a “universal genre” that can succeed in the mainstream market based on the power of the music itself.
The film’s producer, Maggie Kang, said she was inspired by her childhood passion for the ’90s K-Pop group H.O.T. She wanted to capture the pure joy and excitement that fans feel, and that sincerity resonated with audiences worldwide.
This is also the first time a song from a fictional narrative has topped the Hot 100 since the Disney
Encanto OST “We Don’t Talk About Bruno”.
The success of “Golden” proves that K-Pop is spreading globally through various forms and media, transcending music to become a powerful cultural content.
The Rhythm of New Releases: The Start of a New Story
In addition to this historic record, the past week in the K-Pop market saw a string of comeback announcements from major groups.
First, Stray Kids, who set the unprecedented record of six consecutive No. 1s on the Billboard 200 chart, returned with their fourth full-length album, KARMA. The teaser video for the album, released on August 22nd, featured a near-future worldview centered on “Karma Coins,” stimulating the fans’ imagination.
Meanwhile, IVE began their comeback activities with the release of their fourth mini-album, IVE Secret, on August 25th.
IVE Secret is a new album that follows the group’s consecutive million-seller records.
The posters and concepts released by their agency emphasized a “mysterious and elegant mood,” heightening fans’ anticipation.
The comebacks of Stray Kids and IVE are notable as they are not just about releasing new songs but also about expanding the narrative and worldview each group pursues.
K-Pop groups provide intricately built stories alongside their music, offering fans an immersive experience beyond simple listening.
This artistic world-building strategy acts as a key factor in driving sustained interest and deep loyalty from fans.
In addition, artists like KEY, Jeon Somi, and Choi Yena graced music show stages with powerful performances, making the past week’s music market even richer.
Chapter 2: Stories on Screen – The Enduring Legacy of K-Drama
An Unforgettable Journey: The Long Run of ‘When Life Gives You Tangerines’
The K-Drama section begins by highlighting the unchanging popularity of a series that has already been released, alongside the anticipation for new ones. The Netflix series When Life Gives You Tangerines, which was released last March, continues to be a hot topic, with its popularity enduring through August. The drama climbed to second place in the Netflix ‘Global Top 10 Series (Non-English)’ category and was on the ‘Top 10’ list in 41 countries, including Korea, Brazil, Chile, Mexico, Turkey, the Philippines, and Vietnam.
Starring IU and Park Bo-gum, the show depicts the brilliant youth of a middle-aged couple, delivering a universal message that transcends time. The drama’s long-running success shows that a great story and excellent acting can have the power to be continually discovered and loved by viewers, well beyond a ‘new release’ buzz.
When Wishes Come True: A New Highly Anticipated Work
And the news that most excited K-Drama fans this past week is undoubtedly this one.
Netflix announced that writer Kim Eun-sook’s new series,
All Will Come True, will be released on October 3rd, during the Chuseok holiday season.
Writer Kim, who has achieved global success with hits like
The Glory and Mr. Sunshine, is returning with a new project after about three years.
The series has already garnered significant anticipation as it marks the reunion of lead actors Kim Woo-bin and Bae Suzy after nine years.
All Will Come True is a romantic comedy about an emotionless human, Ka-young,
and a career-interrupted lamp genie, Genie, who just woke up after a thousand years,
as they embark on a journey over three wishes.
An interesting point is that the release date is similar to the period when
Squid Game achieved explosive global success.
Since the success of Squid Game, Netflix has strategically released major Korean content during important holidays like Korea’s festive seasons and Christmas.
This is not just content distribution but a sophisticated, data-driven marketing strategy based on a deep understanding of local culture.
Chapter 3:
The New Taste of America – The Delicious Expansion of K-Food
From Fine Dining to Street Food
K-Food has now established itself as a significant part of American food culture.
The number of Korean restaurants in the US has surged by 10% in the last year, proving their growing status. This growth is not a single trend but is happening simultaneously through two paths: ‘High’ (premium) and ‘Low’ (popular).
The high-end Korean restaurant Atomix in Manhattan, New York, won the ‘James Beard Award’, publicizing the artistic value and sophistication of Korean cuisine to the world.
At the same time, “cheese corndogs” and “Korean-style fried chicken,” which gained great popularity on social media platforms like TikTok, have become quintessential street foods, growing explosively across the US.
In particular, franchises like ‘Two Hands Corn Dogs’ have seen a massive spread, with the number of stores increasing by 52% in a single year.
This ‘High-Low’ strategy gives K-Food the power to appeal to consumers of all classes.
High-end restaurants like Atomix elevate the status of Korean cuisine, making food critics see it as a serious culinary art form worth exploring.
Meanwhile, street foods make Korean food more accessible to the younger generation in a fun and easy way.
These two trends create synergy, driving the sustainable growth of K-Food.
The Pantry Revolution: Korean Food on Our Home Tables
Beyond restaurants, K-Food is now penetrating deep into American homes.
Major US retail chains like Costco, Walmart, and Trader Joe’s are now actively stocking a variety of Korean groceries, including dumplings, gimbap, ramen, and kimchi.
Online distribution platforms are also further increasing the accessibility of Korean groceries.
This phenomenon is a crucial sign that K-Food is moving beyond being part of a ‘dining out’ culture to becoming an ‘everyday ingredient’.
This is happening because consumers who have been exposed to Korean food culture through Hallyu content are starting to cook or enjoy simple meals at home themselves.
This trend, where cultural content consumption leads to actual product purchases, means that the demand for K-Food has moved beyond simple curiosity and is now deeply embedded in the American diet.
Chapter 4:
A Shining Story – The Transparent Ambition of K-Beauty
The ‘Glass Skin’ Effect
When we talk about K-Beauty, one keyword that cannot be left out is ‘glass skin’.
This beauty trend, which seeks transparent and radiant skin like tanghulu, has continued to receive hot attention over the past week.
Consumers are moving beyond simple coverage, showing a preference for multifunctional products that offer both efficacy and convenience, such as tone-up sunscreens and jelly tints. New products are also following this trend. Mamonde introduced the ‘Amazing Deep Mint Cleansing Line’, and ONE THING launched the ‘Di’Orgin Hyaluron Centella Asiatica Line’, keeping pace with consumer demand.
It’s particularly interesting that the K-Beauty brand ‘OliviaUmma’, launched by a Korean representative in the US, is achieving great success with its ‘glass skin’ concept.
This shows that K-Beauty has moved beyond simply exporting cosmetics made in Korea;
it has now reached a stage where new brands specialized for the local market are being created based on K-Beauty’s innovation and know-how.
Beyond Niche, Toward Premium
The most significant turning point for the K-Beauty industry last week was the news of its entry into premium channels.
The Korean beauty brand Beauty of Joseon officially entered US Sephora in July.
As Sephora is a premium distribution channel that leads trends in the US beauty market, this entry signifies that Beauty of Joseon has been recognized as a ‘mainstream premium brand’ rather than just an ‘online niche brand’.
Furthermore, Sephora selected the brand ‘OliviaUmma’, launched by a Korean representative in the US, as one of the brands to be supported in its ‘2025 Accelerate’ program.
This is the first time Sephora has officially chosen a K-Beauty brand for incubation.
This suggests that Sephora sees the potential of K-Beauty not as a temporary fad but as a sustainable business model and a core driver of the future market.
The entry into major distributors like Sephora will be a significant step in increasing public trust in K-Beauty and accelerating its market expansion.
Chapter 5: Concluding the Week
Looking back at the past week’s news, it’s clear that Hallyu is advancing to a new level in all areas, from K-Pop to K-Beauty.
It is no longer just a ‘culture exported overseas’ but is now perfectly integrated with local cultures, creating new value and solidifying its influence.
The moment when “Golden” made history on the Billboard charts, and the sight of K-Food and K-Beauty permeating the daily lives of Americans, shows that Hallyu is no longer a foreign culture but a ‘joyful everyday life’ that enriches our own.
That’s it for today’s blog.
What was your ‘Golden’ moment for Hallyu this week?
Leave your stories in the comments.
We’ll be back next week with more exciting and interesting stories.
Until then, be happy, everyone!