After nearly a decade of being sidelined, Korea’s entertainment industry may finally see a breakthrough. Recent developments suggest that China is easing, or perhaps ending, its long-standing restrictions on Hallyu (the Korean wave), offering a potential return opportunity for K-pop in one of its most vital markets.
The signs of a thaw are increasingly visible. K-pop albums have begun to reappear in prominent displays in Chinese retail music stores. Streaming platforms have also welcomed Korean content back, most notably with the release of a Chinese remake of the acclaimed Korean drama My lord. These changes have sparked cautious optimism that large-scale K-pop events, including concerts backed by government-level support, could become viable again.something considered almost impossible for years.
The so-called “Halyu Ban” took hold unofficially in 2016, following South Korea’s deployment of the US-made THAAD missile defense system. Although Beijing never issued an official directive, the de facto restrictions have had a serious impact on Korean music, television and cinema. The K-pop sector has borne the brunt of these measures, losing access to a huge and lucrative market.
K-pop idols have been particularly affected. With concerts and live performances banned, the genre’s visibility has plummeted in China. Once a major contributor to Korean entertainment revenue overseas, the market has gone dark, leaving artists and agencies in limbo.
But the momentum started to change in late 2025. During diplomatic talks in Seoul, Chinese President Xi Jinping reportedly responded positively to the proposal of a large-scale cultural spectacle in Beijing. The proposal came from Park Jin-young, co-chair of the Committee for Pop Culture Exchange, and was widely regarded as such a symbolic step towards restoring cultural ties.
This 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 cannot melt overnight. Fruit only falls when it is ripe.” These comments imply that while changes are coming, they will be implemented with care and caution.
Analysts say China is unlikely to make a sudden U-turn, as this would be seen as an admission of the ban’s existence, something Beijing has consistently denied. Instead, it plans to continue easing restrictions incrementally, starting with streaming content and films before moving to live performances.
In fact, the release of My lord on Youku, a major Chinese streaming platform, marked a milestone. It was the first Korean drama series openly distributed in China since 2016. At the same time, the South Korean government is actively seeking new channels for distributing Korean content following recent high-level diplomatic engagements.
If K-pop were allowed to re-enter China, the implications would be enormous. Over the past decade, K-pop has become a global powerhouse, creating a robust production ecosystem and loyal international fandoms. Regaining a foothold in China:a country with a huge population and an ingrained appetite for idol culture– could fuel a second wave of growth for the genre.
Artists who maintained a strong fan base in China during the ban are likely to benefit, through increased album sales and touring opportunities. As the “ice” begins to meltthe real question is no longer whether K-pop will return to China, but when, how big it will be, and whether it will open a transformative new chapter in the global expansion of Korean culture.
Sources: Saostar
