Now, I want to zoom out a little bit because we keep talking about K-pop as a major export industry for South Korea. So, how big is it. So, auto exports last year was 68.3% billion US.Around half of that was exports tied to Korean pop culture. I'm not just talking about music. We're talking about food, fashion, uh, as well as other content like Kdrama.But it's huge. Now, China could be an interesting piece of this puzzle, this big chunk of that pie or the puzzle has been missing for the last decade or so. T ...