Hallyu, literally meaning the "Korean wave," refers to the international spread of South Korean culture.

The Victoria and Albert Museum in London, UK, has showcased the vibrant and dynamic popular culture of South Korea, exploring the makings of the Korean Wave and its global impact on creative industries such as cinema, drama, music, fandom, beauty, and fashion through their exhibition: <Hallyu! The Korean Wave> in 2023 May.

As a sponsor and partner of this exhibition, Korea's luxury car brand Genesis is bringing a mural by Korean artist Brian Ko to life using augmented reality technology for the campaign.

The mural features Haechi, a mythical Korean creature believed to ward off bad omens. Within the Haechi, viewers can see a constellation of Korean motifs, symbols, and stories, many of which are explored in the V&A’s exhibition. When scanned with a phone camera, a QR code guides viewers to the AR experience, showcasing the ever-evolving nature of the Korean wave.