Purpose This study aims to explore how cultural interest in the Korean Wave (Hallyu) influences the distribution and performance of Korean restaurants across US regions. It examines the intersection of cultural trends, consumer behavior and regional business outcomes, offering insights into the geographical dynamics of ethnic restaurant growth. Design/methodology/approach This study analyzes 1,228,596 Yelp reviews from 4,585 Korean restaurants across the 150 most populous US cities. A Hallyu Influence Index was developed using Python’s Pytrends library, based on 46 Hallyu-related keywords sourced from the Korea Culture and Information Service. Google Trends data (2004–2023) were used to capture regional cultural interest over time. A mixed-effects model was used to account for both fixed regional trends and random state-level variations. Interaction terms tested whether the cultural impact differed by region. The dependent variable, the number of Korean restaurants, was transformed using the Box-Cox method for model optimization. Findings The Hallyu Influence Index significantly predicted the number of Korean restaurants across states. While the West had the highest baseline presence, regions such as the Midwest and South showed stronger marginal effects of Hallyu. This suggests regional variation in how cultural trends influence restaurant growth, supporting the importance of cultural interest as a driver of business success. Originality/value This study introduces a novel Hallyu Influence Index to measure regional cultural interest and links it to real-world business data. It bridges big data analytics, acculturation theory and geospatial approaches, offering actionable insights for tourism marketers and hospitality professionals seeking to leverage cultural trends in market strategy.
Park et al. (Mon,) studied this question.