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Prologue : Paradox of the COVID-19 pandemic and Hallyu in 2021

Section 1 : 2021 Major Issues in Hallyu

Issue 1. Rise of contactless consumption due to COVID-19

-Contactless consumption due to COVID-19

-Korean game and video content benefits from the COVID-19 pandemic

Issue 2. Soaring growth of content production and distribution by global OTT services

-Influence of OTTs boosted by the COVID-19 pandemic

-Growing influence of Hallyu content in global OTT services

Issue 3. Slight increase in favorability and popularity of Hallyu content

-All 10 content categories record favorability above 70%

-Popularity of K-Pop rose by about 5%p

-Brand Power Index of Hallyu content: Food (1st), Beauty (2nd), and Music (3rd)

Issue 4. Popularity of Hallyu content and stars becomes concentrated and fixed

-Singers: Widening popularity gap between BTS/BLACKPINK and other groups

-Actors: Lee Min-ho claims first place for three years in a row as rankings remain fixed

-Dramas and movies: Concentration of popularity in top content intensifies

Issue 5. Lack of new popular content in genres optimized for contactless consumption

-Korean games after Battlegrounds

-22-year-old Pucca carries Korean animation on her shoulders

Issue 6. Widening gap in popularization, growth, consumption of Hallyu among countries

-Deepening polarization of Hallyu’s popularization and growth

-Grouping phenomenon in Hallyu consumption(ASEAN, Greater China vs. Americas, Europe)

Section 2 : Analysis of Hallyu Trends by Region and Country

Chapter 1. Perception of Hallyu (Korea)

-Images associated with Korea

-Negative perceptions of Hallyu content and their causes

-Changes in perception of Korea after experiencing Hallyu content

Chapter 2. Consumption of Hallyu

-Consumption behavior of Hallyu users

-Spread of Hallyu usage

-Changes in consumption of Hallyu content compared with before the COVID-19 outbreak

Chapter 3. Popularity of Hallyu

-Popularity and favorability of Hallyu content

-Factors for popularity and factors hindering favorability of Hallyu content

-Preferred Hallyu content

-Preferred Hallyu stars

-Brand Power Index of Hallyu content

Chapter 4. Ripple Effects of Hallyu

-Intention to use Korean products and services in the future

-Intention to pay for Hallyu content in the future

-Influence of Hallyu content consumption on purchase(use) of Korean products(services)