South Korea’s Ministry of Culture, Sports and Tourism has announced that it plans to diversify its cultural output in order to continue the global spread of Korea’s pop culture, otherwise known as the “Korean Wave”.

The Korean Wave has expanded rapidly over the last decade thanks to the growth of South Korea’s content industry. However, with such efforts largely concentrated on K-pop and TV dramas as the main driving forces, the spread of Korea’s Hallyu culture has been hindered.

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In order to combat this, the country’s government plans to boost the esports industry, which includes hosting a three-nation esports national tournament between Korea, Japan and China in November.

Additionally, the culture ministry said it will support other cultural industries such as beauty, food and fashion by creating ‘experience zones’ where people can try K-beauty products in popular shopping areas like Gangnam and Myeong-dong.

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