Hallyu! The Korean Wave
client | ASIAN ART MUSEUM
creative DIRECTOR| Garance Marneur
Art direction | sylvana lautier
Design | Marco Centin
location | San franscico California 2024
K-pop, K-drama, K-cinema, K-fashion, and K-beauty
Step into the spectacular world of Korean dramas, music, film, TV, fashion, and beauty — from Netflix hits like “Squid Game” and the Academy Award-winning “Parasite” to chart-topping K-pop idols and influential designers — and discover how South Korea reinvented itself as a 21st-century pop culture phenomenon. Created by the V&A and touring the world, Hallyu! The Korean Wave includes nearly 200 objects and artworks that illustrate the limitless flow of creativity powering the world’s biggest, fastest-growing contemporary cultural wave from Asia.
Historical context, timeline, Hallyu Symbol of love Neon
Parasite Bathroom Set
This exhibition celebrated contemporary Korean culture through fashion, film, music, and design. Centered on the global phenomenon of Hallyu (Korean Wave), it featured immersive environments, K-drama film screenings, K-pop idol costumes, and a striking display of Korean fashion in a mesmerizing deep blue gallery. The museum aimed to make this a major attendance driver, appealing to younger audiences while maintaining depth for traditional museum-goers and scholars.
