The Korean Wave: how “Hallyu” is redefining innovation, connection, and luxury

In the late 1990s, few could have predicted that South Korea would transform into a global cultural superpower. According to the Korean Foundation for International Cultural Exchange, the global economic impact of Hallyu reached $12.3 billion in 2022, with South Korea’s cultural exports continuing to grow year on year. At the heart of luxury car brand Genesis’s success, for example, is its innovative approach to hospitality—the Korea philosophy of Son Nim—a term that translates to “honoured guest.” Luxury car brand Genesis have incorporated the Korean philosophy of Son Nim—or “honoured guest”— into their sales experience While many luxury brands focus on customer service as a means of creating comfort, Son Nim goes beyond that. Korean Innovation Across Industries The influence of South Korean culture extends to industries from tech and hospitality to fashion South Korea is home to some of the world’s most pioneering companies, from tech giants like Samsung and LG to fashion disruptors like RE;CODE, which transforms discarded materials into high-fashion pieces. By drawing on Korea’s rich cultural heritage and pushing the boundaries of innovation, Genesis not only redefines luxury but also highlights the transformative power of Korean philosophy on the global stage.