2025-11-29
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Japan has Hello Kitty and Pokemon.
China has its microdramas,
but it's South Korea with the K-pop phenomenon Oscar-winning films and viral Netflix hits that's currently reshaping the idea of what's cool in Asia.
Soft power isn't just about pop culture, though.
Governments here know whether it's entertainment or economics,
a country's ability to charm others can achieve real diplomatic goals.
But how much further can South Korea go?
Are other countries here in Asia catching up?
Has the Korean wave peaked?
I'm Mariko in Singapore and this is Asia-specific from the BBC World Service.
Twice a week we bring you Asia-Pacific stories unpacked by those who know them best.
And today I have Pham Wong,
BBC journalist in the studio and Jake Kwan, our South Korea correspondent in Seoul.
Thank you both for joining me on Asia-specific.
And firstly, Fan, I understand that you discovered Korean culture in the 2000s.