After nearly ten years of being sidelined, the Korean entertainment industry might finally be seeing a breakthrough. Recent developments suggest that China is softening, or possibly ending, its long-standing restrictions on Hallyu (the Korean Wave), offering a potential comeback opportunity for K-pop in one of its most vital markets.
Signs of a thaw have been increasingly visible. K-pop albums have started to reappear in prominent displays at Chinese music retail stores. Streaming platforms have also welcomed Korean content again, most notably with the release of a Chinese remake of the acclaimed Korean drama My Mister. These changes have ignited cautious optimism that large-scale K-pop events, including concerts backed by government-level support, could once again become feasible—something considered nearly impossible for years.
The so-called “Hallyu ban” unofficially took hold in 2016, following South Korea’s deployment of the U.S.-made THAAD missile defense system. Though Beijing never issued an official directive, de facto restrictions severely impacted Korean music, television, and film. The K-pop sector bore the brunt of these measures, losing access to a massive and lucrative market.
K-pop idols were especially hard-hit. With live concerts and performances banned, the genre’s visibility plummeted in China. Once a major contributor to Korea’s overseas entertainment revenue, the market went dark, leaving artists and agencies in limbo.
But momentum began shifting in late 2025. During diplomatic talks in Seoul, Chinese President Xi Jinping reportedly responded positively to a proposal for a large-scale cultural performance in Beijing. The proposal came from Park Jin-young, co-chair of the Committee for Pop Culture Exchange, and was widely viewed as a symbolic step toward restoring cultural ties.
That diplomatic signal gained further weight during the recent Korea-China summit, where President Xi used metaphors suggesting a gradual process: “Ice thicker than a meter can’t melt overnight. Fruit only falls when it’s ripe.” These comments implied that while changes are coming, they will be rolled out with care and caution.
Analysts believe China is unlikely to make a sudden policy reversal, as doing so would be seen as an admission of the ban’s existence—something Beijing has consistently denied. Instead, it is expected to continue loosening restrictions incrementally, starting with streaming content and films before moving on to live performances.
Indeed, the release of My Mister on Youku, a major Chinese streaming platform, marked a milestone. It was the first Korean drama openly distributed in China since 2016. Simultaneously, the South Korean government is actively seeking new channels for distributing Korean content following recent high-level diplomatic engagements.
If K-pop is allowed to reenter China, the implications are massive. Over the past decade, K-pop has grown into a global powerhouse, establishing a robust production ecosystem and loyal international fandoms. Reclaiming a foothold in China—a country with an enormous population and a deep-rooted appetite for idol culture—could fuel a major second wave of growth for the genre.
Artists who have maintained a strong fanbase in China during the ban are likely to benefit first, through increased album sales and opportunities to tour. As the “ice” begins to melt, the real question is no longer if K-pop will return to China, but when, how big, and whether it will open a transformative new chapter in the global expansion of Korean culture.
Sources: Saostar