K-Pop, K-Drama lift South Korea’s global image to record high

The “2025 Korea National Image Survey” found that 82.3% of respondents across 26 countries held a favourable view of South Korea, the highest score since the poll began in 2018 and up 3.3 percentage points from a year earlier. 

The survey, conducted in October, questioned about 13,000 people worldwide.

What’s behind the rise?

Cultural content emerged as the single biggest driver of that rise. 

Nearly half of respondents cited Korean pop culture — including K-pop, dramas and films — as the main factor shaping their positive view of the country, far ahead of economic performance or political influence. The impact was strongest among younger audiences, particularly in the Asia-Pacific region.

Favourability was highest in the Middle East and parts of Asia, led by the United Arab Emirates, Egypt and the Philippines. The UK also recorded one of the largest year-on-year gains, becoming the only European country to score above the global average, the culture ministry said.

The findings reflect the expanding reach of Korea’s cultural exports, which now shape how millions encounter the country for the first time — largely through video platforms and social media. Global stars such as BTS, Blackpink, footballer Son Heung-min and actor Lee Min-ho were named as among the figures most associated with Korea’s positive image.

Korea’s president, Lee Jae Myung, trailed these cultural stars.

In August 2025, another Korean cultural export made global headlines when the animated film “K-Pop Demon Hunters” became Netflix’s top-grossing film, racking up more than 236 million views at the time. 

The film’s namesake soundtrack also claimed four simultaneous spots in the Top 10 of the Billboard Hot 100.

Culture over politics

For Korea,  its international perceptions has now broadened beyond security tensions on the peninsula or idol culture alone, with growing interest in its economy, society and political system. 

At the same time, the survey noted a gap between how Korea is viewed abroad and how Koreans see their own country, as well as lingering concerns about social inclusiveness.

Still, the message from abroad was clear: Korea’s cultural soft power has become one of the most effective image-building tools in the world — turning music, drama and film into a global calling card that continues to reshape how the country is seen.