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While Japan paved the way, South Korea perfected the art of cultural export. The "Korean Wave" (Hallyu), which began in the late 1990s with the spread of K-dramas like What is Love? to China and Vietnam, has since evolved into a meticulously engineered cultural juggernaut. Its success is no accident; it is the result of strategic government support, vertically integrated entertainment companies (the "Big 4" agencies: SM, YG, JYP, and HYBE), and a deep understanding of digital fandom.