“I saw the exhibition news on TikTok and rushed right over. My favorite K-pop star? It’s hard to pick just one!”
On the 8th, at Carriage Works, Sydney’s largest complex cultural space, local resident Jaz, 25 years old, was waiting in a long line to win a performance lottery ticket for ENMIX. From the 2nd to the 8th, the K-content exhibition event ‘K-Content Planet in Sydney’ was held here by the Korea Creative Content Agency (KOCCA). During the exhibition period, booths showcasing Korean content spanning various genres—games, characters, broadcasting, webtoons, and fashion—were on display. Cumulative visits exceeded 40,000, with booths themed around Jung Sam Mul and Isoi cosmetics, the games Cookie Run and PUBG, Otoki Jjinarameon and Nongshim Shin Ramyun, the drama ‘Extraordinary Attorney Woo’ and the variety show ‘Jjajangmyeon Rhapsody’, Korean fashion brands Phenomenon Cipher and Arkmedravi, and Pinkfong’s Baby Shark.
The most popular attractions were undoubtedly the performance lottery tickets for girl group ENMIX and boy group ONF (ON AND OFF), held on the 8th, and their themed special exhibition booths. ENMIX, which displayed music video costumes and member makeup tutorials, particularly drew attention with 1,200 limited-edition photocards, creating long queues outside the venue from the event’s first day.
◇ Australia, a multicultural-friendly country, is an ‘emerging K-pop frontier’
According to KOCCA, Australia is not yet among the top regions in the Anglophone world for popularity of Korean cultural content compared to other countries. The local center has only been operational for about a year, making it a nascent market. However, with a population of approximately 27 million, its content market—spanning film, OTT, and gaming—ranks in the global top 10, indicating high growth potential. Its greatest strength is its openness to multicultural content. KOCCA reports that Australia’s drama and film markets predominantly feature Anglophone hits and OTT successes rather than local productions, with most content supplied through imports.
The most popular Korean cultural experiences in Australia are food, music, and films, in that order. Netflix (78.3%) was the overwhelmingly dominant platform for accessing Korean dramas. Jeon Young-hwan, head of the Australia Business Center, stated, “The Australian government and content industry are increasingly seeking collaborations with Korea to create their own flagship products, offering significant tax incentives. A local broadcaster recently even requested a traditional Korean music CD, showing strong interest in Korean culture beyond K-pop.” Bernard Lau, a performing arts planner from Sydney’s Willoughby City Council, who hoped to connect with Korean companies at the event, added, “Australia has a particularly active Asian community, including Korean, Chinese, and Japanese groups, leading to growing demand for Korean cultural events centered around these communities.”
In Australia, ‘local idol birthday cafes’ have become key hubs for promoting Hallyu (Korean Wave) culture. Fans gather to celebrate their favorite idols’ birthdays, naturally exchanging Korean cultural experiences. Some cafes have evolved into spaces selling K-pop albums, Korean beverages, and cultural goods.
A prime example is ‘I Heart K-pop Sydney,’ located on Harris Street, one of Sydney’s busiest areas. Upon entering this cafe, which also sells K-pop albums, visitors notice pouch drinks labeled in Hangeul: ‘Ice Americano’ ‘Sujeonggwa’ and ‘Sikhe’. Weekdays focus on selling these items, while weekends prioritize hosting idol birthday cafes or renting space for K-pop exhibitions.
Established in 2022, the cafe gained fame in Australia through an event featuring cup holders engraved with idol photos. This reflected the geographical challenge of high shipping costs for heavy K-pop merchandise in an island nation and the local coffee culture. A cafe representative noted, “We feel the growing interest in K-pop, with over two events held every weekend,” adding, “We even employ a dedicated designer for various K-pop events.”
◇ The new keyword for Hallyu (Korean Wave) expansion is ‘Human IP’
KOCCA has been increasing its outreach not only to Australia but also to emerging markets like Dubai, the Middle East, Africa, and Italy, where interest in Korean culture is rising. Acting KOCCA Director Yoo Hyun-seok highlighted the core strategy: “‘Human IP’ and ‘multi-field convergence.’” This refers to leveraging K-pop stars as cultural drivers, where everything they eat, wear, and consume becomes a cultural phenomenon, synergizing with diverse Korean cultural industries beyond K-pop.
This approach was evident at the event, which emphasized cosmetics and foods featured in ‘Extraordinary Attorney Woo’ and the food-themed ‘Rhapsody Series’ on Netflix. An experience zone allowing visitors to try ENMIX member Sullyoon’s stage makeup and styling was particularly popular.
Anticipation around the potential lifting of China’s Korean content ban, highlighted at APEC, is expected to further drive market growth through Human IP. Yoo added, “The Chinese State Administration of Radio, Film, and Television recently requested a private visit to KOCCA, reflecting heightened global demand for K-content regardless of regulations or nationality. We will actively explore the roles of Human IP to meet this explosive growth in interest.”
