On July 16, the Korea Tourism Organization released the results of a survey about Hallyu-related tourism in 2019. Hallyu is a term that means “Korean wave,” which refers to the spread of interest in South Korean pop culture in Asia and around the world.

The survey found that the average Hallyu-related tourist spent about $1,007 (about 1,210,000 won). Most of this was spent in regular shopping ($302, or 360,000 won), but there were also the costs of accommodation ($184, or 220,000 won), food and drink ($155, or 180,000 won), and Hallyu-related shopping ($138, or 160,000 won).

The survey also found that Hallyu-related tourism made up 7.4 percent of all inbound tourism (i.e. foreign tourists) in 2019, a percentage that roughly equals 1,116,422 people. The survey noted that if the definition of Hallyu expanded beyond just K-pop or Hallyu artists, including Korean food, Korean delicacies, and Buddhist temple stays, then Hallyu-related tourism would make up 55.3 percent (8,553,234 people).

It is estimated that Hallyu-related tourists spent a total of $1,124,130,000 (about 1.35 trillion won) in 2019. The resulting ripple effect on economic production was estimated at $2,055,060,000 (about 2.47 trillion won). The ripple effect on employment was estimated to have affected 13,518 people.

The survey found that K-pop was a major influence on Hallyu-related tourism. The Korea Tourism Organization conducted an online survey among 12,663 Hallyu fans between August and September 2019. The results found that BTS was the most popular K-pop artist selected, with 36.1 percent.

The report stated, “Many Hallyu fans said the most popular Hallyu artist in their own country was BTS. Their performances, appearances, and their messages to youth through their music were judged as positive aspects.”

Other artists selected by the survey included EXO (10.4 percent), Super Junior (8.2 percent), BIGBANG (5.6 percent), Shinhwa (3.0 percent), IU (2.7 percent), Girls’ Generation (2.7 percent), and TWICE (2.5 percent).

30.6 percent of respondents said that YouTube had been their entry point into K-pop, with 18.4 percent highlighting synchronized choreography as a major source of initial interest. 86.8 percent of all respondents said that K-pop had had an influence on their decision to come to South Korea as tourists.

Some of the K-pop related experiences in which respondents said they participated included buying merchandise related to K-pop stars, visiting subway ads for K-pop stars, visiting K-pop agency merchandise stores, visiting music video filming sites, and visiting cafés owned by K-pop stars.

The report concluded, “Currently, most of the Hallyu fans are in the 10-20 age bracket. If they still enjoy Hallyu after they have achieved a new level of economic power, then we should consider the future value and economic ripple effects of this on the tourism industry.”

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The Korean Business Research Institute has revealed this month’s brand reputation rankings for male idol groups!

The rankings were determined through an analysis of the consumer participation, media coverage, interaction, and community indexes of various boy groups, using big data collected from June 9 to July 10.

BTS topped the list for the 26th consecutive month with a brand reputation index of 9,596,339, marking a 12.07 percent increase in their score since June. High-ranking phrases in the group’s keyword analysis included “Billboard,” “YouTube,” and “album,” while their highest-ranking related terms included “record,” “surpass,” and “participate.” BTS’s positivity-negativity analysis revealed a score of 80.13 percent positive reactions.

SEVENTEEN rose to second place in this month’s rankings after enjoying an impressive 71.52 percent rise in their brand reputation index since June. The group scored a total index of 3,658,069 for the month.

Finally, EXO held onto their spot at third place with a brand reputation index of 2,525,362 for July, while NCT and ASTRO rounded out the top five at fourth and fifth places respectively.

Check out the top 30 for this month below!

1. BTS
2. SEVENTEEN
3. EXO
4. NCT
5. ASTRO
6. ONF
7. NU’EST
8. Super Junior
9. SF9
10. SHINee
11. Golden Child
12. WINNER
13. TXT
14. Stray Kids
15. The Boyz
16. MONSTA X
17. AB6IX
18. BIGBANG
19. HOTSHOT
20. TVXQ
21. GreatGuys
22. VIXX
23. BTOB
24. VERIVERY
25. Teen Top
26. PENTAGON
27. GOT7
28. 2PM
29. VOISPER
30. VICTON

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When you think about IU, the first thing that comes to mind is that she’s a powerhouse vocalist who has a knack for inspirational lyrics and offers a versatile discography for every mood. Known for making her music from a personal perspective, listeners have undoubtedly learned a fair share of life lessons from IU. Furthermore, she’s known for releasing special songs every now and then to celebrate her birthdays as a twenty-something artist.

This being said, here is a selection of IU songs that every person in their twenties can most likely relate to at some point in their lives.

1. “Every End Of The Day”

Love knows no age, and neither does the shyness to confess your feelings to someone. Every 20-year-old relates to IU as she sings about how she struggles to convey her true feelings to her crush but fails as her actions and intentions contrast. It looks like dealing with love shenanigans during your twenties is universal!

2. “Through The Night”

This mellow tune is perfect to rekindle the memories one has lived with a love interest before. This vocal love letter that IU sends our way ideally speaks to many people in their early twenties who have experienced a similar love story and can relate with the ache of missing an old (or current) flame.

3. “Twenty-Three”

IU has shown a whole new and daring side of her in “Twenty-Three.” The boldness is namely represented by the fact that she speaks freely of what goes through her head and openly shares the matters that perplexed her as she turned 23. Many youngsters start getting a grip on their reality around this age as they ask existential questions that set them aside from their entourage and send them on a new path of self-discovery.

4. “Palette” feat. G-Dragon

Once you reach your mid-twenties, you realize that all debates about age are obsolete and that the only thing that matters is what you deem your age as. IU shares your sentiment in her song where she highlights the importance of making life decisions without feeling the obligation to fit in a box that restricts a person from truly pursuing their personal choices.

5. “Dear Name”

Ever so thoughtful, IU specifically gave this title to the song so that each person can consider themselves the main character when listening to it. Perfectly portraying the position one finds themselves in as they feel lost and hopeless while they work hard to achieve their goals, “Dear Name” is a message of hope and encouragement to persevere until one crosses the finish line. This is a feeling that most people entering their late twenties have experienced to some extent.

6. “Ending Scene”

While this is mainly a breakup song, cutting ties in any kind of relationship is a common thing that young adults go through at least a couple of times in their lifetime. Growing apart is sometimes inevitable, but parting on good terms is very much encouraged. IU’s advice is to wish people the best as we let them go, as this is a sign of maturity and genuineness.

7. “BBIBBI”

“BBIBBI” conveys a strong message about accepting oneself and shutting down haters, which is something most people struggle with during their early twenties but eventually learn to overcome with time. IU is definitely speaking from experience, and she pushes people to fight for themselves and put an end to bullying and shaming once and for all.

8. “eight” feat. BTS’s Suga

When two genius lyricists meet, masterpieces like “eight” light of day. Three concepts are being addressed in parallel: happiness, youth, and adulthood. As we move forward, things that once brought happiness are often left behind. Likewise, the endless struggle between being “forever” young and claiming responsibilities as a true adult is tiresome. Perhaps, there is a silver lining tying all three together, and our free-spirited twenties have diligently prepared us to welcome our thirties in a more mature way?

Which IU song reflects or reflected your twenties? Let us know in the comments below!

Esmee L. is a Moroccan lively dreamer, writer, and Hallyu enthusiast.