Korean pop culture, consumed globally and known by the name Hallyu, primarily involves music, television and aesthetic preferences and is much more than a virally popular entertainment trend. Former South Korean president Park Geun-hye stated during his inauguration speech in 2013 that “In the 21st century, culture is power”. The South Korean government’s official budgetary support for the industry characterises the trend of using entertainment as a tool of economic and foreign policy.