KOREAN WAVE, THE NEXT CHAPTER?

Welcome to Wednesday's edition of Press Perspective.

It's August 20th here in Seoul.

I'm Min Sunhee.

As a British daily earlier claimed the Korean Wave has made a splash across the globe and NOW it's hoping and working to expand its international fan base.

For more I have Marianna Baroli with Italian news magazine Panorama.

Marianna welcome.

I also have Jason Bechervaise at the Office of International Affairs from Hanyang University.

Jason it's great to have you on.

Marianna, the song "Golden" performed by the fictional K-pop girl group HUNTR/X in Netflix's KPop Demon Hunters has topped BOTH the U.S. Billboard Hot 100 and the UK Official Singles Chart.

Let's begin with the significance of this success.

Jason, the popularity of KPOP Demon Hunters has sparked a sell-out of traditional-themed merchandise at the National Museum of Korea.

How do you explain this broad content consumption among fans?

Marianna, social media platforms are also actively promoting various challenges related to KPOP Demon Hunters.

That being said, what would you highlight as some of the unique aspects of the K-pop fandom?

Jason, in the initial years of the Korean Wave, there were concerns that its popularity may simply be a temporary phenomenon.

Today pundits believe the Korean Wave is here to stay and "continues to build momentum."

Where exactly does the Korean Wave currently stand?

Marianna, pundits also point out KPOP Demon Hunters "was able to create something that ANYONE KOREAN would recognize and anyone NOT KOREAN could understand."

Keeping this point in mind, what are your thoughts on the DIRECTION of future K-content production for the global audience?

Jason, indeed critics are crediting the success of KPOP Demon Hunters to its creative team that largely comprises Korean Canadians including director and Korean Americans.

What do you believe are the broader implications of this reality?

Marianna, President Lee Jae Myung has spoken about the importance of measures to assist the advancement of K-content on the international stage.

What measures do you suggest?

And Jason, with the industry itself, what needs to be done to deepen the root of the Korean Wave and to broaden its presence on the global stage?

All right.