This article by Narakawa Aya, former journalist for Asahi Shimbun, makes an interesting point: Japan is going through a massive Korean pop culture fad, but few Koreans know or care.

‘사랑의 불시착’‘니쥬’ 돌풍에 4차 한류 붐, 한국선 잘 몰라 https://news.joins.com/article/23943808

JYP's NiziU is huge in Japan, and so is the drama Crash Landing on You. Yet Koreans don't even really know who NiziU is (as they are primarily based in Japan) and don't really care which Korean drama is popular in Japan.

In other words, Japan as a market lost its glamour. Koreans still care whether BTS wins a Grammy, because it feels like a validation of some kind to win a big US award. But being popular in Japan is no longer a validation for Koreans.

This is a big change. I clearly recall back in early 2000s that Koreans cared quite a bit whether K-pop artists like BoA and DBSK appeared on NHK's year-end Red-White Singer Competition, a huge TV event in Japan. Now, no one talks about who showed up on NHK.

It's a nice illustration of how the way South Koreans view Japan changed quite a bit in the past decade. Those outside of Asia often miss this point, but Koreans are starting to move past Japan.

The older Koreans used to fear or revere Japan. Middle-aged Koreans resented Japan. And the younger Koreans don't think about Japan at all. When there is a row between the two countries, Koreans no longer feel resentment toward Japan; instead, they are contemptuous.