And for good reason: South Korea is a goldmine of original ideas and storytelling talents who show no signs of taking their feet off the gas as the industry thrives. One of the biggest proponents of the ‘hallyu’ wave, though, has always been filmmaking – with Hollywood-style action blockbuster Shiri brutal revenge thriller Oldboy and Academy Awards triumph Parasite among the most resounding victories of a national cinema revitalised from the brink of anonymity. The gambit, part designed to attract big business and tourism, was a wild success – and now we have K-Pop, K-dramas and kimchi pouring out of our ears. But that all changed when, in the aftermath of the 1997 Asian financial crisis, the country doubled down on funding exportable pop culture in an attempt to rebrand the country on the world stage. If you were lucky enough to grow up pre-Y2K, you would have likely known little about Korea beyond the conflict in the back pages of your school history book.
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