Caught up in a Korean wave

Global impact: E!news Asia’s Rooftop prince photo message campaign shows how popular Korean dramas are getting around the world, including in places traditionally not Hallyu crazy.

It has been 10 years since Hallyu hit Malaysia, but it still shows no sign of ebbing.

NOT since Zorro's “Z” has a letter evoked more passion in the popular psyche than “K”. The “K” here, of course, stands for Korea, and it has grown to be a top prefix in today's popular culture from K-pop (music), K-drama and K-movie to K-tech.