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Over the past few decades, the term ‘Hallyu’, which translates to “Korean Wave”, has made its way to the global stage. The rapid growth of the Hallyu market owes its success to meticulously crafted domestic cultural strategies and unwavering government support. Following the Asian financial crisis in 1997, President Kim Dae-jung envisioned a national cultural strategy to revive the economy. Since then, South Korea’s cultural industry has been on an upward tendency.

Amongst the latest ranking of most-subscribed-to YouTube accounts, BLACKPINK secures the global top spot of artists, followed by BTS in second place and Justin Bieber in third place. The exportation of cultural industries vividly showcases the escalating influence of Hallyu, now a trump card for South Korea in improving its soft power.

BLACKPINK’s recent presence at Buckingham Palace is not the first time South Korean idol groups have stepped onto the diplomatic stage. Thanks to the huge fan base and influence of these groups, they have become a common sight before foreign affairs visits and leader summits. Back in May 2022, BTS held an audience with US President Joe Biden at the White House, discussing matters concerning anti-Asian hate and racial discrimination.

According to the ‘2021 National Image Survey’ by the South Korean Ministry of Culture, Sports, and Tourism, a striking 80.5% of foreigners positively evaluated South Korea’s national image. Undoubtedly, the Hallyu wave molds South Korea’s national image on their political and cultural fronts.

(Adapted from https://uclpimedia.com)

What does the word ‘they’ in paragraph 3 refer to?