South Korean culture has become a mainstream interest in the UK, with a new poll revealing that Brits are 'fascinated' by everything from Squid Game to K-Pop and skincare products. The survey of 2,000 adults found that 44% have watched movies and TV shows such as the Oscar-winning Parasite, while 27% have developed a newfound interest in K-Pop bands.
Food and travel trends
More than a quarter (27%) have tried to replicate authentic Korean dishes at home, including Korean fried chicken and bibimbap, a mixed rice dish with vegetables and meat. As a result, 37% now say visiting the country would be the holiday of a lifetime.
Korean street food is among Brits' favourite cuisines, with 34% saying they consider it one of their top picks. Two in ten have bought Korean food from a supermarket in the past year, shopping for items like kimchi, gochujang sauce, or noodles. Nearly half (48%) are interested in making these meals at home, citing simple recipes, easy-to-find ingredients, and meal kits as incentives.
Music and entertainment
Musically, only 34% of Brits said they had never listened to K-Pop. The most popular artists are BTS (40%), BLACKPINK (27%), and Jungkook (13%), with one in ten considering themselves a K-Pop superfan.
Of those who have watched Korean films and TV, only 43% think British television is better. The most appreciated aspects of South Korean cinema are different cultural perspectives (33%), original storylines (30%), and suspenseful moments (30%). Overall, 33% of those polled via OnePoll.com have consumed entertainment content about the nation in the past month.
Growing interest
Additionally, 45% said learning about the culture is 'exciting', while 36% would be interested in watching a channel dedicated to Korean entertainment or food content. The research was commissioned by Samsung TV Plus EMEA, a subscription-free service featuring K-content, including live events such as KCON LA 2026, streaming from 14-16 August.
Chris Gregory, head of content development at the brand, said: "South Korean culture has taken these shores by storm, and it's clear this goes far beyond one hit show or music group." He added: "British audiences are exploring everything from films and drama to food, music and skincare, and many are now inspired to experience Korea for themselves."
Gregory also noted: "The findings show Korean entertainment is no longer a niche interest in the UK, with audiences increasingly open to content offering something fresh and a different cultural perspective." He highlighted that dedicated channels, especially free ones, make it easier for viewers to discover Korean content, offering plenty for both long-standing fans and newcomers.
