S Korea's new cultural exports
4 October 2012 Last updated at 01:59 BST
South Korea has a new economic force - cultural exports of such things as pop music, drama, and even food.
It is thought that such exports are worth about $5bn a year. What's more, a new study says they give a boost to general consumer exports such as cars or cosmetics.
The BBC's Lucy Williamson reports from Seoul.