SEOUL: Interest in learning Korean has spiked since the launch of hit Netflix show "Squid Game", tutoring services reported, underscoring a growing global obsession with South Korean culture from entertainment to beauty products.
Language learning app Duolingo Inc said the nine-part thriller, in which cash-strapped contestants play deadly childhood games in a bid to win 45.6 billion won ($38.19 million), had spurred both beginners and existing students hoping to improve their skills.
Duolingo reported a 76% rise in new users signing up to learn Korean in Britain and 40% in the United States over the two weeks following the show's premiere.
South Korea, Asia’s fourth-largest economy, has established itself as a global entertainment hub with its vibrant pop-culture, including the seven-member boy band BTS and movies such as Oscar winners "Parasite, " a black comedy about deepening inequality, and "Minari, " about a Korean immigrant family in the United States.
Just this week, the Oxford English Dictionary (OED) added 26 new words of Korean origin to its latest edition, including "hallyu", or Korean wave, the term widely used to describe the global success of South Korean music, film, TV, fashion and food.
President Moon Jae-in this week welcomed the additions, calling "Hangeul", the Korean alphabet, the country's "soft power."
"Language and culture are intrinsically connected and what happens in pop culture and media often influences trends in language and language learning," Duolingo spokesman Sam Dalsimer said in an email.
"The rising global popularity of Korean music, film and television is increasing demand for learning Korean."
There are around 77 million Korean speakers worldwide, according to the Korea Foundation for International Cultural Exchange.
Pittsburgh-based Duolingo said it has more than 7.9 million active users learning Korean, its second fastest growing language after Hindi.
The King Sejong Institute, which is run by South Korea's culture ministry, had around 76,000 students in 82 countries last year, a rapid expansion from just 740 students in three countries in 2007.
Milica Martinovic, a Sejong Institute student in Russia, said she wanted to master the language so she could watch K-dramas without subtitles and listen to K-pop without needing translated lyrics.
Catarina Costa, a 24-year-old from Portugal living in Toronto, Canada, said the language had become more popular since she began learning it two years ago, when most of her friends did not understand why.
"People are fascinated when I say that I am learning Korean," said Costa, who is using studying via the e-learning platform TalkToMeInKorean.
The program has 1.2 million members studying across 190 nations, learning words including those added to the OED, such as kimbap, a cooked rice dish wrapped in seaweed; mukbang, a video, often livestreamed, showing someone eating a large quantity of food, and; manhwa, a Korean genre of cartoons and comic books.
"There were thousands of people who wished to learn Korean even before Squid Game or the BTS craze, yet they were often studying in solitude," said Sun Hyun-woo, founder of Talk To Me In Korean, a local e-learning platform with 1.2 million members studying Korean across 190 nations.
"Now they are part of a 'global phenomenon'; learning Korean has turned into a much cooler pastime," he said.
Reuters
Tue Oct 12 2021
Duolingo Inc said the nine-part thriller, in which cash-strapped contestants play deadly childhood games in a bid to win $38.19 million, spurred both beginners and existing students hoping to improve their skills. - Instagram/@ gudgotogudgo
Iran's supreme leader says Hamas leader's death will not halt 'Axis of Resistance'
The "Axis of Resistance", built up with years of Iranian support, includes Hamas, the Lebanese Hezbollah group, the Houthi movement in Yemen, and various Shi'ite groups in Iraq and Syria.
Putin says Russia willing to seek compromises between Iran and Israel
Russia is ready to help seek compromises between arch-foes Israel and Iran, President Vladimir Putin said on Friday, saying these would be difficult but possible.
What proposals will Russia push at the BRICS summit?
The proposal is also to establish a BRICS reinsurance company to allow uninterrupted shipment of goods and key commodities between members.
Indonesia's free meals plan in the spotlight as Prabowo readies for office
Prabowo calls the programme one of the main drivers of economic growth, eventually set to add an estimated 2.5 million jobs.
Astro AWANI's revamped English news website, AWANI International, launches on Oct 21
Astro AWANI's revamped English platform delivers in-depth global news and expert analysis to keep you informed on key developments.
Israeli strikes kill 33 people in Jabalia refugee camp in Gaza, medics say
Residents of Jabalia said Israeli tanks had reached the heart of the camp after pushing through suburbs and residential districts.
Liam Payne's ex-partner calls for media restraint after 'painful' death
Cheryl Tweedy used her statement to urge the media to remember they had a seven-year-old son, Bear, who could read the reports.
Analysts: Indonesia's strong MoF leadership team to boost investor confidence
Sri Mulyani Indrawati as head of Indonesia's Ministry of Finance is expected to instil confidence among investors.
Biden offers both a carrot and a stick to Israel as his term nears an end
Israel has frequently resisted US advice and has caused political difficulties for the Biden administration.
Putin says BRICS will generate most of global economic growth
Russian President Vladimir Putin will host a summit of the group in the city of Kazan on Oct. 22-24.
ISIS Malaysia's perspective of Budget 2025
An excellent rakyat-centric budget under the overarching principle of a caring and humane economy.
Budget 2025: Record increase in STR, SARA aid initiatives
The government will provide a significant boost to the Sumbangan Tunai Rahmah (STR) and Sumbangan Asas Rahmah (SARA) initiatives next year.
Budget 2025: EPF contributions to be made mandatory for foreign workers – PM Anwar
The government plans to make it compulsory for all non-citizen workers to contribute to the Employees Provident Fund (EPF).
What policies to expect from Indonesia's new President Prabowo
Prabowo will be open to foreign investment, his aide has said, such as by offering investors management of airports and sea ports.
Budget 2025: Govt allocates RM470 mil to empower women's participation in PMKS
The Women's Leadership Apprenticeship Program will be intensified as an effort to produce more female corporate personalities.
Israel sends more troops into north Gaza, deepens raid
Residents of Jabalia in northern Gaza said Israeli tanks had reached the heart of the camp, using heavy air and ground fire.
Indonesia ramps up security ahead of Prabowo's inauguration
Prabowo Subianto will be sworn in as Indonesia's president on Sunday with Vice President-elect, Gibran Rakabuming Raka, also taking office.
Immediate allocation of RM150 mil for local authorities, DID to tackle flash floods
Datuk Seri Anwar Ibrahim said this allocation is intended to address the recent flash floods that hit the capital and several major towns.
Budget 2025: Sabah, Sarawak to continue receiving among highest allocations - PM
Sabah and Sarawak continues to be prioritised under Budget 2025, with allocations of RM6.7 billion and RM5.9 billion respectively.
NFOF will be operational in November 2024 with funding of RM1 bil
PM Anwar Ibrahim said NFOF will support venture capital fund managers to invest in startup companies with RM300 million set aside for 2025.