In February, Korea Foundation for International Culture Exchange and the Ministry of Culture, Sports and Tourism conducted a survey on the image of Hallyu and Korea against foreigners residing in 9 countries. Asian respondents selected dramas and K-pop as the representative images of Korea, but Americans selected K-pop and electronics, Europeans North Korea, Korean War and electronics. When asked about Hallyu icon, 76.1% of the European respondents answered that they didn’t know any. This figure is high compared to Asian counterparts (25.7%) and shows that Hallyu is not widespread in Europe.

The question on the main consumption route of Hallyu content got very different replies. TV is the main route in Asia whereas Internet is the main route in Europe and America. Overall, there seems to be a need to promote multi-language online and offline channels through which foreigners can experience Hallyu.

• What’s the first image of Korea that comes to your mind?
  
• How do you access Hallyu?
  
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• What do you like about Hallyu content?
  
• How did you change after experiencing Hallyu?
  
• What aspects of Hallyu content can be improved on?