From K-Pop to Squid Game: Hallyu, South Korean culture conquers Zurich

The exhibition Hallyu! The Korean Wave, opening at the Rietberg Museum in Zurich from April 4 to August 17, 2025, is an unmissable opportunity to dive into the heart of one of the most relevant and global cultural phenomena of recent decades: the Hallyu, the Korean wave. Born in South Korea in the 1990s, the movement has gradually invaded the different spheres of world culture, influencing music, film, fashion, dance, television and even gastronomy, becoming one of the most powerful and pervasive cultural expressions of our time. With its exponential growth, Hallyu has led South Korea to be recognized not only as an economic powerhouse, but also as a hub of innovation and cultural creativity.

The exhibition at the Rietberg Museum, the exhibition’s only European stop, will be a journey through the roots, stages of development and global expansion of the Hallyu phenomenon. It will tell the story of how a nation that has experienced profound social and economic transformations since the end of the Korean War has managed to emerge as a cultural beacon attracting millions of people around the world. Korea’s ability to blend tradition and modernity, to mix popular culture with traditional elements, has given rise to a new universal language that has broken down geographical, linguistic and cultural barriers.

One of the distinguishing features of the exhibition will be its ability to represent the multiplicity and complexity of the Hallyu phenomenon, which has evolved over the years to embrace different artistic and social spheres. The section devoted to K-pop, for example, will explore in detail how this musical form has conquered the world, transcending the borders of South Korea and becoming a global force that unites millions of fans in every corner of the planet. K-pop is not just music, but also a combination of performance art, visual aesthetics, and social phenomena that have captured the collective imagination, changing the international music landscape. Interactive installations will allow visitors to relive some of the visual and choreographic experiences that characterize K-pop, offering a unique opportunity to learn the dance steps of some of the most well-known songs and to appreciate the attention to detail in the sets and costumes.

The exhibition continues with a section devoted to Korean films and TV series, where films and TV productions that helped bring Korea to the world film scene will be highlighted. Films such as Bong Joon-ho’s Parasite, which won the Academy Award for Best Picture in 2020, and the record-breaking series Squid Game, which has seen record viewings on Netflix, are just a few of the examples that highlight how Korea has been able to tell universal stories, blending social critique, politics and human drama in a language that has won a global audience. The exhibition also explores the role of digital platforms and social media in the international success of these works, highlighting the power of global reach and the influence new media has had in expanding the popularity of Korean content.

The works of Nam June Paik, considered one of the pioneers of video art, will be another highlight of the exhibition. Paik played a pivotal role in the global art scene, using video and technology to explore new modes of communication and to tell visual stories that anticipated the global dynamics of digital culture. His works, which blend elements of Korean tradition with technological experimentation, offer food for thought on the continuing evolution of visual culture and its ability to transcend physical and cultural boundaries.

Beyond artistic expressions, the exhibition will also explore Hallyu’s sociocultural aspects, particularly her impact on Korean national identity and how South Korea has managed to build a powerful soft power through her culture. Hallyu played a key role in promoting Korean values globally, helping to enhance the country’s image and strengthen its status in the international arena. The exhibition will provide a space for reflection on how popular culture can be used as a tool of cultural diplomacy and how traditions have been reinterpreted and projected on a global scale.

One of the most engaging sections of the exhibition will be devoted to fashion and beauty, two areas that were strongly influenced by Hallyu. The Hallyu phenomenon revolutionized the canons of beauty in South Korea and many other countries, introducing new aesthetic ideals ranging from skin care to fashion, from cosmetic surgery to the enhancement of somatic features, making South Korea a global benchmark for beauty. It will be interesting to explore how Korean fashion, influenced by music and TV series, has created trends that have become a global phenomenon, with South Korean brands and designers now among the most admired around the world.

The exhibition is also a sensory experience that will engage visitors in 360 degrees. Through videos, interactive installations, live performances, and even spaces dedicated to gastronomy, the Rietberg Museum will offer an experience that will allow the public to connect with every aspect of Hallyu. It will be possible to taste typical Korean dishes, learn about culinary trends that are also influencing the international food industry, and discover how Korean culinary culture is spreading around the world, also becoming a cult phenomenon.

Through a careful selection of artworks, films, costumes, objects and installations, visitors to Hallyu! Korean Wave will have the opportunity to reflect on the incredible transformation South Korea has undergone in recent decades and to understand how its impact on the world is increasingly relevant, across the arts, media and society.

From K-Pop to Squid Game: Hallyu, South Korean culture conquers Zurich

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