The South Korean cultural wave, or Hallyu, has grown into a worldwide economic force. K-pop drives record sales, sold-out tours, and tourism increases.
By 2023, Hallyu-related exports topped $14 billion (about ₱780 billion), showing how K-pop, K-dramas, and films are now among South Korea’s major exports.
Government support since the 1990s helped, but global fans fuel the momentum. From streaming to shopping for K-beauty, audiences are spending heavily on Korean culture.
K-pop has also lifted beauty, fashion, and food worldwide. Live events are projected to grow from $8.1 billion in 2021 to $20 billion by 2031 (around ₱1.1 trillion), driven by concerts, fan meets, and conventions. The K-wave has become a multi-billion-peso driver of economic activity.
NETFLIX’S K-POP DEMON HUNTERS
A recent showcase of K-pop’s global impact is K-Pop Demon Hunters, an animated musical blending K-pop style with action.
Co-produced by Sony and acquired by Netflix, the film became the most-watched Netflix original upon its June 2025 release.
Within weeks, it reached 266 million views. In August, Netflix released a two-day theatrical sing-along version that earned ₱1.1 billion in weekend ticket sales (about $20 million), topping the U.S. box office.
This was Netflix’s first number one box-office hit despite limited screenings. A sequel is already in development with Netflix set to distribute.
DRONES TO NOODLES: BRAND TIE-INS & KOREA’S GAINS
K-Pop Demon Hunters also turned into a marketing event. In Seoul, its characters were the highlight of a Han River drone light show.
Food companies capitalized, with Nongshim launching limited-edition Shin Ramyun and snacks featuring the characters.
All 6,000 ramen cups sold out in under two minutes, with overseas exports announced soon after. Samyang Foods also benefited, with its stock price hitting a record high.
These tie-ins show how popular content drives product sales, raises company valuations, and promotes Korean brands.
FAN POWER: THE MARKET OF IDOL INTERACTION
At the heart of the K-pop economy is fan participation. Fans organize, vote, stream, and push for projects supporting their favorite artists.
This has created a thriving fan interaction market. Voting apps such as KDOL, Mubeat, and Fan N Star host daily contests where millions join, often purchasing tokens or watching ads for extra votes.
KDOL rewards top-ranking idols with LED billboards in Seoul or Times Square. These apps convert fan loyalty into measurable metrics and revenue.
Platforms like Weverse, offering exclusive artist content, reached nearly 10 million monthly users in 2024 and over 150 million downloads.
Agencies monetize through memberships, paid chats, and virtual fan meetings. Dedicated apps now rival traditional social media for engagement. Companies continue investing heavily, knowing fans will pay for closer connections.
BRINGING K-FANDOM CULTURE TO THE PHILIPPINES
The Philippines, home to a large K-pop fan community, is seeing these trends grow locally. FanFlare, a new platform, brings the Korean fan culture model to local fans.
Unlike crowdfunding sites, fans on FanFlare do not directly fund campaigns. Instead, they vote for the projects they want to see realized, such as LED billboards or themed events.
Winning campaigns are then implemented through FanFlare’s partnerships with ad vendors and venues.
This system makes it easier for fans to mount impactful campaigns in the Philippines while ensuring transparency.
Korean mentors, including the team behind KDOL, support its adaptation to Manila. Filipino fans can now see their votes turn into real projects both locally and abroad.
FanFlare also connects fandom with community service. Partnerships with groups like the Yellow Boat of Hope Foundation will enable campaigns to support education or transport for remote communities. Filipino fans have already shown enthusiasm through billboard celebrations and charity projects.
FanFlare strengthens these efforts, showing how fan activity can create both cultural and social impact.
As FanFlare expands, it highlights the localization of the K-wave. Filipino businesses gain from fan spending, charities receive support, and idols enjoy stronger overseas promotion.
The growth of ranking apps, fan votes, and organized projects signals a future with richer and more interactive fan experiences.
Fans can now express support both online and offline, from Manila malls to Seoul skylines. K-pop’s success begins in Korea but extends globally, with fans driving its growth across borders.—Orville Tan
