On a summer day this year, I went to Moscow, Russia. My previous visit was in 2023, so it had been three years since then. I met a friend who is studying at Moscow State University and returned to Red Square after a long time. As with every trip, this one also brought an unexpected gift: I met Nadezhda, a Russian writer who had read my column online, and we developed a connection. Nadezhda, once an elite who worked at a multinational company, has become deeply involved in Korean culture—a passionate fan of the “Hallyu (Korean Wave).” She mentioned that she listens to songs by BTS and BLACKPINK and enjoys the novels of Hang Kang and Shin Kyung-sook. Most surprisingly, she recently released a young adult novel called “Wake Me Up in Seoul,” set in Seoul and K-pop. Reading the book she gave me made me more aware of how Russians view and imagine Korea.
Veronika, the main character, is a Russian girl who feels intimidated both at school and at home. Her Buryat background makes her especially interesting. The Buryat people mainly live in Siberia, near Mongolia, and are a Mongolian ethnic group whose physical features closely resemble those of Koreans. The narrative of Veronika’s Asian characteristics initially causing her to feel self-conscious but eventually becoming a distinctive charm through K-pop highlights the impact K-pop has on Asian youth around the globe.
This configuration clearly originates from Nadezhda’s direct experiences as a dedicated member of Russia’s K-pop fan community. We also talked about the Moscow-based eatery “K-pop Cafe Tteokbokki,” which features K-pop idol posters and Hangul on its walls. It serves as a popular meeting place for Russian K-pop enthusiasts. Even the imposing Russian uncles order spicy rice cakes costing 20,000 South Korean won, while high school girls happily savor hot dogs priced at 7,000 South Korean won. Discovering from Nadezhda that the cafe was established by a Koryoin felt like discovering a missing part of the puzzle.
Amid the ongoing conflict in Ukraine, interactions between South Korea and Russia have significantly decreased. Fewer people now visit a region where direct flights have disappeared and international transactions are challenging. The business climate for foreign residents has clearly deteriorated. However, surprisingly, the base of Russia’s Hallyu, the Korean Wave, which began during the COVID-19 pandemic, has not diminished but rather grown stronger and expanded. Although the global spread of Hallyu depends on digital content distribution and natural local fanbases, this is not enough on its own. A group that comprehends local needs and preferences while consistently delivering Korean culture is crucial. Amid the war and sanctions, Russia’s Koryoin community has provided this driving force.
Furthermore, Russia’s Asian communities, who are strongly attracted to Hallyu, the Korean Wave, because of their ethnic connections, have a significant role. I once greeted a man in Korean at a Moscow café, thinking he was from Hongdae or Seongsu-dong based on his looks. However, he didn’t speak Korean—he had simply dressed in a “Korean style” because of his Asian features. This trend, where Hallyu, the Korean Wave, serves as an alternative form of expression for Asian minorities, is also seen in North America. Russia, which is home to millions of Asian ethnic groups, is witnessing the same pattern.
Therefore, Hallyu, the Korean Wave, is evolving into a natural ecosystem focused on Koryoin, Buryat, Yakut, and similar groups. Nevertheless, it should be emphasized that Chinese and Japanese cultures are also highly popular in Russia. Although Korean webtoons, Chinese web novels, and Japanese anime each have their own fan bases in the Russian market, there is currently a cooperative environment under the banner of “Asian culture.” However, intense competition among Korea, China, and Japan for the Russian market is bound to occur once the Asian trend reaches its peak. To get ready for this, why not enhance connections with “Asia within Russia,” the key driver behind Russia’s Hallyu, the Korean Wave?
jasdooit 
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