Abstract
The purpose of this paper is to find out the substance and characteristic meaning of the ‘Hallyu’ in Latin America through analysis of local newspaper articles in major Latin American countries. The passionate local response to the ‘Hallyu’ is a topic frequently covered by the Korean media through foreign media. However, it was found that the ‘Hallyu’ in Latin America is somewhat over-packaged than reported by the Korean media. The ‘Hallyu’ in Latin American is being enjoyed by a small number of fandoms at the center of 'K-POP' and some categories of ‘Hallyu’. But it could not spread to consumer goods such as beauty, fashion, and tourism. However, through the COVID-19 pandemic, the ‘Hallyu’ can grow significantly due to the combination of Latin America's digital transformation business and the change of perception of “COREA.” Therefore, providing sophisticated local information and balanced analysis on the ‘Hallyu’ could be of practical help to Latin American relations policies.
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