The phenomenon of the «Korean wave» as a factor in the spread of mass culture in the global media space

The article is devoted to the formation of the phenomenon of «korean wave» (or «hallyu») and its role in the distribution of products of mass culture of South Korea and traditional Korean culture in the world community. «Korean wave» has evolved into a unique phenomenon of popularization of South Korean mass culture outside the country, as well as a subsequently successful element of the state cultural policy to promote cultural products on the world stage as a «soft power», which in the age of social networks and in uential media has become a brand representing the country in the world community. At the present stage of development, Hallyu continues to strengthen precisely in the media environment, changing both the modern socio cultural space of South Korea and other individual countries, as well as global mass culture and the global media space where it spreads. Proceed from this, it is crucial to study this case, rst of all, as a means of cultural strategy and a tool of «soft power» that empowers the in uence of South Korea in the international society.