Korean art films are not really part of it. But K dramas, K beauty (skincare and makeup products), sudden popularity of the language and culture are for sure. Mukbang is huge but too indie to be included and K films don't seem to be catching on beyond a few sleeper hits. Not sure about other specifics. I'd say K dramas are a close second to K pop, especially since they've made a point of crossing "top stars" over between those two arts.