K-pop is the most globally visible component of what Korean cultural policymakers call the Hallyu Wave — the deliberate and largely successful export of Korean cultural products that has been accelerating since the late 1990s. But the wave is broader than BTS and BLACKPINK. Bong Joon-ho's Parasite became the first non-English-language film to win the Academy Award for Best Picture and changed how Western audiences related to Korean cinema. Korean webtoons — serialized digital comics with a unique vertical-scroll format developed specifically for smartphones — are now read by more than 100 million people globally and have become one of the most actively licensed IP sources for television and film adaptation. Korean contemporary art is gaining serious institutional attention. Traditional music forms like pansori are being reconnected with younger Korean audiences. This piece examines the Hallyu Wave in its full complexity.