A Korean cable channel which airs “Hallyu” programs has started airing in the Arab region. “Hallyu,” which translates into “Korean wave,” refers to the spread of South Korean pop culture around the world.

Korea TV, run by Korea Global Media Group, said it has started providing Hallyu programs at the 10,710 megahertz frequency to Egypt’s state-run cable broadcaster Nilesat.

Korea TV’s CEO, Casey Lee, said Nilesat’s 330 million viewers in 32 countries in the Middle East and African region will now have access to Korean programming on a daily basis.

The channel will air popular Korean TV series, shows, and documentaries.