After years of cultural restrictions imposed on South Korean entertainment since 2016, there are now unmistakable signs that China is loosening its grip. K-pop is gradually reclaiming its place in the Chinese spotlight.
Watch: President Xi Jin Ping Smiling at aespa’s Performance
South Korean album exports to China have surged, and for the first time in years, Korean artists are being officially allowed to hold public events in the country. This policy shift is sparking optimism across Korea’s entertainment sector.
Data from Korea’s Customs Service reveals a 3.5-fold jump in audiovisual exports to China between January and February this year, totalling $9.25 million. In just the past six months, exports reached over $31 million—more than double the same period last year.
In contrast, Korea’s audiovisual exports to the US and Japan have dropped, reflecting a pivot towards China’s reawakening market. And the signs aren’t just economic—activity on the ground is intensifying too.
On 12–13 April 2025, Waterbomb Hainan, one of China’s buzziest music festivals, featured a strong K-pop lineup. Artists like WayV, Jay Park, Ailee, Tiger JK, Yoon Mi-rae, Tablo, pH-1, Jessica Jung, and Meng Jia took the stage to roaring crowds.
While some of these names may not hold Korean nationality, they’re deeply tied to the Korean music scene and still widely considered Hallyu icons. But it’s not just these figures—Korean-born idols are joining the comeback.
TWICE and IVE recently held fan meetings in Shanghai, marking major milestones. For TWICE, it was their first fan event in China in nine years—an emotional return that reignited excitement among Chinese ONCEs.
SM Entertainment’s newly debuted girl group Hearts2Hearts was also greenlit to host a fansign in Shanghai this April, a move unthinkable just a few years ago. That green light alone speaks volumes about the warming tide.
Even on the cinematic front, top actors Lee Jung-jae and Jung Woo-sung made headlines with a visit to Beijing. They reportedly met with executives from Alibaba Group’s entertainment branch, sparking rumours of collaborative projects between Korea and China.
The two actors, who co-founded Artist Company, are actively exploring cross-border partnerships. Their appearance alongside Chinese actress Zhou Dongyu added fuel to the speculation of deeper cultural cooperation on the horizon.
The re-emergence of Hallyu in China is both emotional and strategic. After years of limitations, Korean artists are once again forming connections with Chinese fans, creatives, and investors alike.
Whether through music, cinema, or fan engagement, it seems clear that China is beginning to re-open its doors to Korean culture. And the entertainment industry is more than ready.
The Hallyu wave, once pushed out of Chinese shores, now looks poised to return with force—and perhaps, a broader and more mature influence than ever before.