South Korea is quietly expanding its airport diplomacy. BTS sells out Wembley. Netflix’s Squid Game becomes the most watched drama in the platform's history. While K-beauty brands, cuisine and fashion continue their steady march into shopping districts from Paris to Jakarta. Over the past two decades, South Korea has achieved what many middle powers could only aspire to - transforming itself into a global cultural phenomenon. The success of the K-Wave - or “Hallyu” - has beco