​Hello to Hallyu is a deep dive into the tsunami of strategic communications and creative branding that made K-culture the new pop culture around the world. This government-led, soft power cultural takeover is known as the Korean Wave, or Hallyu. 

All around the world, people who have no prior connection to Korea hear BTS songs on commercials, perform BlackPink choreography on TikTok, use K-beauty products, shop Korean fashion trends, and dine at the KBBQ restaurants seemingly popping up everywhere. This is the Korean Wave in action.

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I studied Korean history and culture at Arizona State University and Korean language and the global implications of Hallyu at Korea University. My extensive exploration of this cultural phenomenon culminated in a website examining the "why" and "how" Korea's cultural exports successfully broke into international markets and become widely and organically consumed in the mainstream by non-Koreans.