An Egyptian newspaper is highlighting the Korean pop culture boom, known as hallyu or the Korean wave, which is hitting the capital city Cairo.

The Egyptian daily “Al Masry Al-Youm” analyzed the effects of Korean pop culture on Egypt in a report entitled “Korean Pop Culture Spreads in Cairo” on July 22nd.

The newspaper said that Korean pop culture is spreading around the world and that Korean movies, music, books and food are gaining popularity in the Egyptian capital.

It reported that a K-pop singing contest—the first of its kind—will be held in Cairo on July 28th.