It has been a couple of decades since the K-wave began to spread throughout the world, but it is mostly focused on on pop-culture. However, it is difficult to expect pop-culture, such as television programmes and music, to have a long-lasting effect in promoting Korean culture in the global society. This article analyses the importance of direct experience in Korean culture, including Korean food and fashion, in order to let foreigners feel the true beauty of Korean culture and to raise the national brand.

https://news.joins.com/article/20272693