Brits are ‘fascinated’ with South Korean culture, research finds

BRITS are “fascinated” with South Korean culture, hailing Squid Game, K-Pop and skincare products as some of the best exports from the East Asian nation. A poll of 2,000 adults found 44 per cent have loved tuning into movies and TV shows such as the Oscar-winning blockbuster Parasite. Korean culture is winning over Brits, with nearly a third of the population enjoying K-Pop music Credit: SWNS Korean pop band Seventeen were the first K-Pop bank to ever perform at Glastonbury in 2024 Credit: SWNS While 27 per cent were into K-Pop bands currently flooding UK airwaves. More than a quarter (27 per cent) have even tried to replicate authentic Korean dishes at home, with Korean fried chicken and bibimbap, a mixed rice dish with vegetables and meat, among the meals being whipped up. Sign up for The Sun newsletter Thank you! As a result of the influx of South Korean culture, 37 per cent now say visiting the country and experiencing it firsthand would be a dream getaway. The research was commissioned by Samsung TV Plus EMEA, a subscription-free service featuring a wide range of K-content, including live events such as KCON LA 2026, streaming from 14-16 August. Chris Gregory, head of content development at the brand for the channel, said: “South Korean culture has taken these shores by storm, and it’s clear this goes far beyond one hit show or music group. “British audiences are exploring everything from films and drama to food, music and skincare, and many are now inspired to experience Korea for themselves. “What stands out is people’s appetite to keep discovering more, whether that’s by watching a new series, listening to K-Pop or attempting Korean fried chicken at home.” The research also found Korean street food to be one of Brits’ favourite exports from the country, with 34 per cent saying they consider it one of their favourite cuisines. Most read in The Sun While 20 per cent have bought such food from a supermarket in the past 12 months, whether that’s kimchi, gochujang sauce or noodles. And 48 per cent are interested in creating these kinds of meals at home, saying simple recipes, easy-to-find ingredients and meal kits would make them more likely to try them. Overall, the favourite Korean dishes were voted as noodles, fried chicken and kimchi. Musically, only 34 per cent of Brits said they had not listened to K-Pop in the past. The most listened-to artists are BTS (40 per cent), BLACKPINK (27 per cent) and Jungkook (13 per cent), with one in 10 considering themselves a K-Pop superfan. Of those who’ve watched Korean films and TV, only 43 per cent think British television is better. The things people like most about South Korean film and TV are the different cultural perspectives (33 per cent), original storylines (30 per cent), and suspense and thriller elements (30 per cent). Overall, 33 per cent of those polled via OnePoll.com have consumed entertainment content about the nation in the past month. Additionally, 45 per cent said they think learning about the culture is “exciting”, while 36 per cent of respondents said they would be interested in watching a channel dedicated to Korean entertainment or food content. Chris Gregory from Samsung TV Plus EMEA, which hosts the K-POP channels including NEW KPOP & K-POP by CJ ENM K-POP, said: “The findings show Korean entertainment is no longer a niche interest in the UK, with audiences increasingly open to content offering something fresh and a different cultural perspective. “Dedicated channels make it easier for viewers to discover Korean music, food and entertainment, especially when they are free of charge. “The sheer variety of content means there is plenty for long-standing fans to enjoy, while those who are newer to Korean culture can easily find somewhere to begin.” Comment now