Their movie industry seems to be on the rise, too. Not sure I’d say they’re outpacing Japan though

Not the OP, but I think that’s exactly what they’re talking about, entertainment. I don’t know if Korea has overtaken Japan in that sphere, but it’s certainly significant. I’d also point out that Korea’s COVID response was so organized that there was a period of time that it was being looked to and mentioned in the media which is culturally relevant (kinda like pointing out the Finnish education system or the German reputation for engineering).