Prologue. Paradox of the COVID-19 pandemic and Hallyu in 2021
-Images associated with Korea
-Changes in perception of Korea after experiencing Hallyu content
-Favorability of Hallyu content
-Consumption of Hallyu content by type
-Changes in consumption of Hallyu content compared to before the COVID-19 outbreak
-Access to Hallyu content
-Popularity factors of Hallyu content
-Factors hindering the popularity of Hallyu content
-Popular Korean dramas, movies, singers, games, actors, and animation characters
-Intention to use Hallyu content in the future
-Hallyu index and usage expansion indicators by country
-Exports related to Hallyu

Section 1. 2021 Major Issues in Hallyu
Issue 1. Rise of contactless consumption due to COVID-19
-Contactless consumption due to COVID-19
-Korean game and video content benefits from the COVID-19 pandemic
Issue 2. Soaring growth of content production and distribution by global OTT services
-Influence of OTTs boosted by the COVID-19 pandemic
-Growing influence of Hallyu content in global OTT services
Issue 3. Slight increase in favorability and popularity of Hallyu content
-All 10 content categories record favorability above 70%
-Popularity of K-Pop rose by about 5%p
-Brand Power Index of Hallyu content: Food (1st), Beauty (2nd), and Music (3rd)
Issue 4. Popularity of Hallyu content and Hallyu stars becomes concentrated and fixed
-Singers: Widening popularity gap between BTS/BLACKPINK and other groups
-Actors: Lee Min-ho claims first place for three years in a row as rankings remain fixed
-Dramas and movies: Concentration of popularity in top content intensifies
Issue 5. Lack of new popular content in genres optimized for contactless consumption (games and animation)
-Korean games after Battlegrounds
-22-year-old Pucca carries Korean animation on her shoulders
Issue 6. Widening gap in popularization, growth, and consumption of Hallyu among countries
-Deepening polarization of Hallyu’s popularization and growth
-Grouping phenomenon in Hallyu consumption (ASEAN and Greater China vs. Americas and Europe)

Section 2. Analysis of Hallyu Trends by Region and Country
Chapter 1. Perception of Hallyu (Korea)
-Images associated with Korea
-Negative perceptions of Hallyu content and their causes
-Changes in perception of Korea after experiencing Hallyu content
Chapter 2. Consumption of Hallyu
-Consumption behavior of Hallyu users
-Spread of Hallyu usage
-Changes in consumption of Hallyu content compared with before the COVID-19 outbreak
Chapter 3. Popularity of Hallyu
-Popularity and favorability of Hallyu content
-Factors for popularity and factors hindering favorability of Hallyu content
-Preferred Hallyu content
-Preferred Hallyu stars
-Brand Power Index of Hallyu content
Chapter 4. Ripple Effects of Hallyu
-Intention to use Korean products and services in the future
-Intention to pay for Hallyu content in the future
-Influence of Hallyu content consumption on purchase or use of Korean products and services