A major international exhibition exploring the rise and evolution of Korean contemporary pop culture is currently underway at the Museum Rietberg in Zurich, Switzerland. Titled《Hallyu! The Korean Wave》, the show runs from April 4 to August 17, 2025, and delves into the cultural and societal roots behind Korea’s global phenomenon, presenting its history through immersive and visually dynamic displays.
 
Tracing the development of the Korean Wave from the early popularity of K-dramas and cinema in Asia during the 1990s, to the global explosion of K-pop in the 2000s, and its current evolution through digital platforms and Gen Z participation, the exhibition spans more than 30 years of cultural transformation. Works by contemporary Korean artists, including Kyungah Ham and the pioneering media artist Nam June Paik, are featured as part of the narrative.

Organized into five thematic sections, the exhibition showcases original video clips, posters, costumes, cosmetics, installations, and digital materials. It explores how Hallyu transcended mere trend status to become a hybrid form of identity, technology, and global communication.
Originally curated by London’s Victoria and Albert Museum (V&A) in 2022 to widespread acclaim, the Zurich presentation marks the first time the exhibition is being shown in continental Europe.
 

 
Exhibition Highlights
 
1. Origins of Hallyu
The exhibition opens with a look at post-Korean War society—its rapid industrialization, cultural restrictions under military regimes, and the eventual democratization in the 1980s that led to the blossoming of Korea’s popular culture industries.

2. K-Drama & Cinema
From Dae Jang Geum and Goblin to Squid Game and Parasite, the section explores the narrative styles, aesthetic strategies, distribution models, and the rise of global fan cultures.

3. K-Pop
Featuring icons from Psy’s Gangnam Style to BTS and BLACKPINK, the section showcases stage costumes, music video art direction, and fandom strategies, revealing the innovative edge of K-pop within the global music industry.

4. K-Beauty & Fashion
This segment examines Korea’s influence on global beauty and fashion industries, from high-end collaborations to mass-market trends, and the aesthetic sensibilities driving Korean consumer culture.

5. Digital Culture & Fandom
Through case studies of fan communities on platforms like YouTube, Twitter, and TikTok, this section explores how Hallyu has evolved into a participatory culture, co-created by fans around the world.

Rather than presenting Korean pop culture as a passing trend, the exhibition frames Hallyu as a multidimensional phenomenon shaped by Korea’s historical transformations, technological innovation, creative industries, and fandom-driven cultural production. By examining the Korean Wave through the lens of contemporary visual culture and art, the exhibition not only underscores the growing global stature of K-Art but also sets a new benchmark for Korean cultural exhibitions in Europe.

The Museum Rietberg is Switzerland’s only public museum dedicated exclusively to the arts and cultures of non-European regions. Renowned for its rigorous research and exhibitions focused on Asia, Africa, the Americas, and Oceania, the institution promotes cross-cultural understanding through art. Set within a historic villa in a picturesque park in the heart of Zurich, the museum offers a unique blend of classical architecture and contemporary exhibition spaces.

Exhibition Information

Title:《Hallyu! The Korean Wave》
Dates: April 4 – August 17, 2025
Venue: Museum Rietberg, Zurich, Switzerland
Organizers: Museum Rietberg, Department of Art History, University of Zurich
In collaboration with: Victoria and Albert Museum (V&A), London