| Abstrakt: |
In the last decade, South Korean creative and cultural content has garnered significant global interest, commonly known as the Korean Wave or Hallyu. While this phenomenon has been studied extensively in many countries, its impact on Central Europe, particularly Hungary, remains largely unexplored. This study aims to fill this gap by examining the diffusion of Korean culture in Hungary, a strategic economic partner of South Korea since the 1990s. Despite this long-standing partnership, Korean pop culture only gained traction in Hungary in 2008. The reception of Hallyu in Hungary has given rise to a unique fandom, which is characterized by diverse interests in Korean culture and the economy. Drawing on a literature review, expert interviews, and surveys of fan groups in Hungary, this paper analyzes the characteristics of Hallyu fans and market trends in Hungary. [ABSTRACT FROM AUTHOR] |
