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Korean culture, especially K-pop, K-dramas and variety shows, has seen surging popularity internationally since the late 1990s, starting in China and Southeast Asia. This phenomenon is known as the "Korean wave". K-pop has attracted large international followings due to its unique musical genres and dance hits. Popular K-pop groups like Big Bang, 2NE1, and Girls' Generation helped spread Korean cultural influences like food, fashion, and beauty standards to many countries including Malaysia. The document concludes that the Korean wave shows how cultures are becoming more globally connected and that the openness to Korean culture in Malaysia is a positive sign.Read less