Abstract
The “Korean Wave” (known as Hallyu in Korean) describes the phenomenon whereby aspects of Korean culture have become popular globally. By conducting a cross-cultural analysis, this study identifies the status and shifts of Hallyu in the Middle East, and analyzes the factors that have helped it spread successfully. This paper also seeks a strategic approach for evaluating the role of the new Korean Wave in the Middle East. The number of Middle Eastern patients and families visiting Korea for medical tourism has risen rapidly in the past few years. Medical tourism from the Middle East is expected to grow, improving Korea’s reputation in the region and generating financial gain. The results imply great potential for establishing a new Korean Wave beyond the present scope.
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