The Hallyu market, influenced by the Korean Wave, is projected to reach $143 billion in the US, Indonesia, Thailand, and Vietnam by 2030, with an additional potential of $55 billion, according to a report by TikTok. This represents an 87 percent growth from the current $76 billion spent on Korean products and services in these countries. TikTok Korea, in collaboration with Kantar, released a white paper titled "Hallyu in the Digital Age: Short Content, Big Impact," which includes findings from a survey of 2,018 consumers aged 18 to 45 in the US, Indonesia, Vietnam, and Thailand. The report emphasizes the increasing global cultural influence of Hallyu, especially through short-form videos, and highlights the high receptivity and market potential in the four aforementioned countries. The white paper also points out the interconnectedness of industries such as K-beauty, K-food, and K-content, creating a 'Halo effect' that promotes the Hallyu market further. It identifies beauty, food and beverage, and media (including K-pop, TV dramas, and webtoons) as Korean industries with high growth potential. TikTok asserts its platform's importance for companies to capitalize on business opportunities by reaching Hallyu fans, expanding overseas through TikTok Shops, and utilizing short-form videos created by Hallyu fans to promote their brands. Son Hyun-ho, general manager of TikTok Korea global business solutions, encourages Korean brands to utilize TikTok for creating business opportunities in the global market. Adblock test (Why?)