For the Argentine Francis, who was chosen to lead the world’s Catholics in part because of his allure for people in South America, a stronghold of the faith, South Korea presents an important test of whether his popularity there and in the United States and parts of Europe transfers to Asia.

In 2012, Korea and the United Kingdom agreed to allow young people, aged from 18 to 30, to live and work for a maximum of two years in each other's countries in order to gain work experience.

According to the Ministry of Foreign Affairs, 386 Koreans participated in the program, called the Youth Mobility Scheme (YMS), in 2012, and this number jumped to 965 in 2013. Yet the high rate of Korean participants returning home early increasingly makes the program look like a failure.

"The difference between cool Korea and earlier Asian pop culture waves is that Korea has been working to make this happen for almost two decades. Korea is cool because it decided to be cool — it's the first country in history that has made being cool a massive policy priority, backed by the Korean government to the tune of billions of dollars."

Very few American fans can see K-pop acts perform live. Some popular South Korean bands like Girls' Generation or 2NE1 have played showcases in major U.S. cities, and the girl group Crayon Pop just toured with Lady Gaga. Yet for most such acts, it's never made logistical or financial sense to play the States, despite a fervent fan subculture here. This year's KCON, the third installment of the annual K-pop festival in downtown L.A., might be changing that line of thinking.

From “Gangnam Style” and competitive electronic sports to kimchi-flavoured pot noodles, South Korea’s cultural exports are eagerly consumed around the world.  Filipinos are hooked on its dramas. The French love its pop music and its films. Last year South Korea raked in $5 billion from its pop-culture exports.

If this sounds like a national campaign, that's because it is. The South Korean government has made the Korean Wave the nation's No. 1 priority. Korea has multiple 5 year plans, the likes of which most democratic and capitalist countries have never seen. The government felt that spreading Korean culture worldwide was dependent on Internet ubiquity, so they subsidized Internet access for the poor, the elderly, and the disabled.

South Korea has gotten some less-than-desirable feedback in its campaign to raise the country’s international profile: many foreigners can’t tell South Korea apart from its nuke-loving northern neighbor. Over 30% of respondents in a government-sponsored survey of 6,000 people in about a dozen countries said they couldn’t “easily distinguish between South Korea and North Korea when [they] encounter news, articles, movies, websites or other content about Korea.”