Mass Communicator: International Journal of Communication Studies

South Korea received unprecedented international attention when the South Korean film Parasite won the Best Film Award in 2019, becoming the first non-English language film to take the top honours. The movie bagged four awards in elevating South Korea's soft power on the international stage. The same attention is now drawn by the South Korean Netflix series Squid Games. The Korean wave is at its pinnacle now and is getting responses globally. There are 32 South Korean cultural centres in 28 countries like Africa, Indonesia, the Philippines, India, Australia, America etc. K-pop bands such as BTS, EXO, BLACKPINK and many more have taken over the music industry and have influenced many people's lives with their music. Music and drama from South Korea have triggered people's curiosity and interest in Korean food, cosmetics, automobiles etc. Most of the world at this time is paying attention to these aspects of the country. Brands like Samsung, LG, Hyundai and Amore Pecific had brought Korea as an economic power to the global forum. The Korean entertainment industry is further creating a Korean wave across the globe, especially the younger audience. This paper aims to study the impact of the Korean wave on the audience. The Study adopts quantitative research methods. A survey among undergraduate and postgraduate students will be conducted to analyse the influence of South Korean entertainment.