The Korean Wave refers to the spread of South Korean culture around the world, particularly through television dramas and pop music. It began in the late 1990s as Korean entertainment started achieving popularity in China and other Asian countries. Korean dramas and K-pop groups saw mainstream success throughout Asia and also gained audiences in other regions. While the Korean Wave has had significant economic and cultural influence, it has also received some criticism for how Korean industries promote their culture abroad and perceptions that it makes fans too devoted to Korean celebrities over their own countries' cultures.