Ask someone in Southeast Asia what comes to mind when you mention "Korea," and the answer is more than likely to be the "Korean Wave."
The region of more than 60 million people was the first outside of Korea to embrace K-pop music back in the late 1990s.
The first ladies of the ASEAN member nations got a look at the place where the wave originated during this week's Korea-ASEAN Summit.
Greeted by popular Korean actor Jang Keun-suk at the Busan Cinema Center, the ladies enjoyed clips of popular Korean movies that were made especially for the event.
They said K-pop, K-dramas and K-movies had captured the attention of the younger generation back home, and they look forward to what's coming next.
"They like something very new, very exciting, very vigorous, very energetic. I think this is why this is very well received by the young Malaysians."
"As you may know, Korean movies are quite popular in Cambodia. Korean movies also play a role in educating Cambodians, as they view these Korean movies as role models for their lives."
It's one reason that the number of tourists from Southeast Asia has been on a steady rise in recent years.
Last year, the total reached one-and-a-half million.
"Citing cultural simularities as one of the main reasons the Korean Wave has been so popular throughout Southeast Asia, the first ladies of the ASEAN member nations expressed hope that the influence of soft power will continue to strengthen cultural ties between Korea and the region.
Connie Kim, Arirang News, Busan."