How South Korea’s K-Content Boosted Global Favorability to an All-Time High, With UAE Leading at 94.8%

A recent survey has indicated that more than 80% of foreigners now hold a favorable impression of South Korea, marking the highest figure since the survey began in 2018. The 2025 National Image of the Republic of Korea survey, released by the Ministry of Culture, Sports and Tourism on January 20, 2026, shows that 82.3% of foreigners have a positive view of South Korea, reflecting a 3.3 percentage point increase from the previous year. This upward trend has been interpreted as a direct result of the global influence of K-content, including K-pop, K-dramas, and K-films, which continue to expand South Korea’s cultural footprint internationally.

Key Findings from the Survey

The survey reveals that foreigners’ favorability toward South Korea has consistently increased, with earlier figures showing 78.7% in 2018, 76.7% in 2019, and 79.0% in 2024. This rise in positive perceptions reflects South Korea’s growing cultural influence, particularly through its entertainment exports. The country’s image has steadily improved in countries across Asia, the Middle East, and even Europe.

Among the countries surveyed, the United Arab Emirates (UAE) recorded the highest favorable impression of South Korea, with an impressive 94.8% of respondents holding a positive view. Egypt and the Philippines followed closely, with 94.0% and 91.4%, respectively. Other countries, including Turkey, India, and South Africa, also showed high levels of approval. The UK and Thailand saw notable increases, with the UK’s favorable impression jumping by 9.2 percentage points to 87.4%, and Thailand’s rising by 9.4 percentage points to 86.2%. The UK was the only European country to show a positive trend, while China and Japan, although still lower, also experienced increases in favorability.

Cultural Influence as the Key Driver

The most significant factor cited for the positive perceptions of South Korea was its cultural content. 45.2% of respondents indicated that South Korea’s entertainment exports were a major influence in shaping their favorable views. This was especially true in Asian countries, with 69.3% of respondents in the Philippines, 64.4% in Japan, and 59.5% in Indonesia attributing their favorable views to the popularity of K-content. Vietnam also reported a high rate of cultural influence, with 58.4% of respondents citing this factor.

Following cultural content, other influential factors included modern lifestyle culture (31.9%), products and brands (28.7%), and economic development (21.2%). In the Middle East and Africa, where favorable views were already high, economic factors were particularly influential, alongside cultural content, in shaping positive impressions.

Platforms Driving South Korea’s Global Presence

When asked how they encountered South Korean culture, the most common response was through video platforms, with 64.4% of respondents citing them. Social media also played a significant role, with 56.6% of people saying they encountered South Korea via social networks. Notably, YouTube (77.4%), Netflix (65.1%), and Amazon Prime (27.8%) were the most popular video platforms through which foreigners accessed K-content. Among social networks, Instagram (63.7%), TikTok (56.2%), and Facebook (53.6%) were frequently mentioned by respondents as platforms for discovering South Korean culture.

Japan’s Positive Shift

Although Japan’s favorable impression of South Korea remains relatively low, it has seen a significant improvement, with a 5.4 percentage point increase, bringing the figure to 42.2%. This is a notable improvement from just 20.0% in 2018, reflecting a growing shift in perception between the two countries. China’s favorable impression has also seen a rise of 3.6 percentage points, reaching 62.8% in 2025.

Official Responses and Future Actions

The Ministry of Culture, Sports and Tourism has expressed satisfaction with the survey’s results, noting that the growing favorable perceptions of South Korea globally reflect the country’s strong international presence and cultural appeal. Gong Hong-sik, Director of the Public Communication Office, stated that the survey has highlighted the positive global impressions toward South Korea and the influence of K-culture. He emphasized that the government would continue to support the expansion of K-content and further promote South Korea’s image in various international arenas.

The results of this survey will likely serve as a guide for future cultural diplomacy and global promotional efforts. The government is expected to leverage these insights to enhance South Korea’s national image and foster even stronger cultural ties with foreign countries, particularly in Asia and the Middle East.

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