Squid Game, Hellbound: will South Korea displace Japan as the new cultural superpower in Asia?

• The popularity of Korean Netflix dramas this year is increasing exposure to all aspects of the country’s culture, from films and music to make up and menus
• When mass travel finally returns, will Seoul, Busan and Jeju be the next big “must visit” destinations, leaving Tokyo, Kyoto and Sapporo in the dust?