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South Korean culture no longer niche interest in UK, poll finds

Brits have become fascinated with South Korean culture, according to research.

[Woman enjoying traditional Korean fermented vegetables (Banchan) with chopsticks]

Korean food like Banchan has become popular in the UK(Image: Getty)

Brits are fascinated with South Korean culture, hailing Squid Game, K-Pop and skincare products as some of the best exports from the nation. A poll of 2,000 adults found 44% have watching movies and TV shows such as the Oscar-winning blockbuster Parasite, while 27% have a newfound interest in K-Pop bands.

More than a quarter (27%) have even tried to replicate authentic Korean dishes at home, with Korean fried chicken and bibimbap, a mixed rice dish with vegetables and meat, among the meals they've tried to recreate. As a result of the influx of South Korean culture, 37% now say visiting the country and experiencing it for themselves would be the holiday of a lifetime.

[Man listening to music with his headphones on]

More than quarter of Brits enjoy K-pop music(Image: Getty)

The research was commissioned by Samsung TV Plus EMEA, a subscription-free service featuring a wide range of K-content, including live events such as KCON LA 2026, streaming from 14-16 August.

Chris Gregory, head of content development at the brand for the channel, said: South Korean culture has taken these shores by storm, and its clear this goes far beyond one hit show or music group.

British audiences are exploring everything from films and drama to food, music and skincare, and many are now inspired to experience Korea for themselves.

What stands out is peoples appetite to keep discovering more, whether thats by watching a new series, listening to K-Pop or attempting Korean fried chicken at home.

The research also found Korean street food to be one of Brits favourite things from the East Asian country, with 34% saying they consider it to be one of their favourite cuisines.

[Sweet Crispy Korean Fried Chicken with Roasted Peanuts, Sesame Seeds and White Rice]

Sweet Crispy Korean Fried Chicken with Roasted Peanuts, Sesame Seeds and White Rice(Image: Getty)

Two in ten people have bought Korean food from a supermarket in the past 12 months, shopping for things like kimchi, gochujang sauce or noodles.

Nearly half (48%) are interested in creating these kinds of meals at home, saying simple recipes, easy-to-find ingredients and meal kits would make them more likely to try them out. Overall, Brits' favourite Korean dishes were voted as noodles, fried chicken and kimchi.

Musically, only 34% of Brits said they had not listened to the K-Pop genre in the past. The most listened-to artists are BTS (40%), BLACKPINK (27%) and Jungkook (13%), with one in 10 considering themselves a K-Pop superfan.

[Teenage boys talking and eating popcorn while watching movie at home]

Teenage boys talking and eating popcorn while watching movie at home(Image: Getty)

Of those whove watched Korean films and TV, only 43% think British television is better. The things people like most about South Korean cinema are the different cultural perspectives (33%), original storylines (30%), and suspenseful moments (30%). Overall, 33% of those polled via OnePoll.com have consumed entertainment content about the nation in the past month.

Additionally, 45% said they think learning about the culture is exciting, while 36% of respondents said they would be interested in watching a channel dedicated to Korean entertainment or food content.

Chris Gregory from Samsung TV Plus EMEA, which hosts the K-POP channels including NEW KPOP & K-POP by CJ ENM K-POP, said: The findings show Korean entertainment is no longer a niche interest in the UK, with audiences increasingly open to content offering something fresh and a different cultural perspective.

Dedicated channels make it easier for viewers to discover Korean music, food and entertainment, especially when they are free of charge.

The sheer variety of content means there is plenty for long-standing fans to enjoy, while those who are newer to Korean culture can easily find somewhere to begin.

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