One of Britain's largest news authorities, 'The Guardian', recently published an article on Hallyu's significant rise and impact in the West. The article begins by discussing Big Bang's triumphant win at the 2011 MTV EMA awards, where they breezed past world-famous pop star Britney Spears to win the 'Best Worldwide Act' award. It then goes on to mention the unforgettable flash mob in Paris, SMTOWN's sold-out world tour, and United Cube's recent live in London. allkpop co-founder, Paul Han, was also quoted in the article with his thoughts on the rise of European interest in K-Pop. While the article talks about K-Pop's impact, it also touches upon the significance of K-dramas, which is how many non-Koreans first got introduced to Korean pop culture. The reporter concludes on how K-Pop could go from "being an internet-based phenomenon, with a self-selecting if hugely active fanbase, to crossing over into the mainstream media." You can read the full article here!