Résumé

This article aims to discuss how Korean soft power has influenced cultural consumption through its media production and has become one of the main drivers of contemporary cultural globalization in Brazil. The study analyzes how Korean film production and streaming-based content involve central agents in the formation of transnational cultural flows. Since the late 1990s, the Korean Wave (Hallyu) has reconfigured the positions of global media, presenting narratives that blend local cultures with universal thematic appeal. The international success of films like Parasite and media productions like Squid Game demonstrates South Korea’s ability to reinterpret global genres, disseminating distinctly Korean aesthetic, social, and affective values. The article argues that this characteristic goes beyond entertainment, operating as a strategic cultural tool that increases South Korea’s symbolic visibility and economic competitiveness. As Korean media integrates into everyday consumption—through streaming platforms, lifestyle, and audiovisual trends—it contributes to a broader reorientation of global pop culture.