Is Hallyu a Temporary Cultural Phenomenon?

This chapter reviews discussions that interpret and analyze the Korean Wave as a temporary phenomenon, discusses why such claims have emerged and why they persist, and examines the basis for the Korean Wave trend theory that is prevalent in academic discussions, media reports, and among Korean Wave consumers. Through this discussion, we believe it will be possible to assess the future of the Korean Wave. This will serve as the basis for the discussion on the future of the Korean Wave in the next chapter. After all, the question of what form the Korean Wave will take as it approaches its 30th anniversary, or how we should prepare for it, can only be answered if we assume that the Korean Wave is not a culture that will disappear soon, but one that will continue to expand.