BTS and kimchi might have led you here, but they're just the beginning. Korean food, Korean beauty, Korean series - we can't get enough of all things Korean. But beyond the headlines of the trend-defining Korean Wave (known as Hallyu) lies a country of ancient customs, rich traditions and quietly impressive contrasts. And that's exactly where Hello, South Korea takes you. Inside, chapters cover different aspects of Korean culture-

• SETTING THE SCENE get to know Korean history, landscapes and language
• UPHOLDING TRADITION dive into everyday Korean life
• ADDING FLAVOUR celebrate everyone's favourite treats, from tteokbokki to bibimbap
• KICKING BACK explore how Koreans spend their free time in the great outdoors and after dark
• TELLING STORIES discover Korea's trendsetting art, architecture, books and fashion
• ENTERTAINING THE WORLD Squid Game, Parasite, Blackpink, they all started here. Enjoy K-pop, TV, movies and dance
• SHAPING THE FUTURE find out what's next for South Korea

This is not a Korea travel guide - it's a cultural companion, packed with striking photography, fascinating insights and real stories that bring South Korea to life. Looking for Korean gifts? Hello, South Korea is perfect for the culturally curious, lifelong learners and all those who can't get enough of the country that's taken the world by storm.