South Korean culture expands influence in Brazil

The influence of South Korean culture, known as Hallyu, is expanding across various sectors in Brazil, ranging from language learning to consumer goods. Data from Duolingo shows a 45% increase in daily active users studying Korean in Brazil between April and September 2026.

This surge in interest coincides with major musical events, including Stray Kids headlining Rock in Rio and the upcoming Arirang world tour shows by BTS in São Paulo. The cultural wave has also reached the retail market through collaborations, such as a limited edition OREO BTS featuring flavors inspired by Korean street food, and official TinyTAN stationery collections by Tilibra.

Industry experts note that fandoms are driving this trend, as enthusiasts seek to understand song lyrics, live broadcasts, and media without translations, turning cultural curiosity into consistent language learning habits.