The lovelorn Yoshimura signed up last year with Rakuen Korea, a Japanese-Korean matchmaking service, to find her own Korean bachelor. And she is hardly alone. More than 6,400 female clients have signed up with the company, which says its popularity has skyrocketed since 2004, when Winter Sonata became the first of many hot Korean television dramas to hit Japan. Even in Shinjuku ni-chome, Tokyo's biggest gay district, niche bars with names such as Seoul Man have sprouted like sprigs of ginseng in a Pusan autumn.

"South Koreans are so sweet and romantic - not at all like Japanese guys, who never say 'I love you,' " Yoshimura said as she waited for her blind date, a single Korean man, in the 50th-floor bar of a chic Tokyo skyscraper. A telephone operator who lives with her parents in Hiroshima, she has spent thousands of dollars on her quest for a Korean husband, flying to Seoul 10 times in the past two years and bullet-training to Tokyo for seven blind dates with Korean men.

"Maybe I'm living in a fantasy world," she said, pouting her blood-red lips. "Maybe I'm looking for the TV stars I can't really have. But we are all allowed a dream, aren't we?"

In part, the new allure of Korean men can be traced to a larger phenomenon known as the "Korean wave," a term coined a few years ago by Beijing journalists startled by the growing popularity of South Koreans and South Korean goods in China. Now, the craze for all things Korean has spread across Asia, driving regional sales of products ranging from cars to kimchi.

For the South Koreans, who have long suffered discrimination in Japan and who have hardly been known as sex symbols, it all comes as something of a shock.

In Seoul, the neon-lit streets are mobbed these days by Asian women, many sporting rhinestone-studded T-shirts emblazoned with images of their favorite Korean stars. Some fans have been known to stake out famous eateries for hours in the hopes of catching a glimpse of their celluloid beaus.

"It's still a little hard to believe that it's gone this far," said tall, tanned Jang Dong-gun, now one of the highest-paid actors in Asia, during an interview in Seoul.

Jang said he was shocked when, during his first trip to Vietnam in 1998 to promote his new Korean TV drama, thousands of women mobbed his plane at the Hanoi airport and an armada of female fans on motor scooters chased his car all the way to his hotel.

In 2001, the Seoul-based manufacturer Daewoo Electronics hired him as its Vietnam spokesman. Over the past five years, the company said, its refrigerators' market share in Vietnam went from a blip to a robust 34 percent.

Entertainment industry leaders in Seoul credit the phenomenon to good marketing coupled with an uncanny response throughout Asia to the expressive nature of the South Koreans, long dubbed the Italians of Asia. A hearty diet and two years of forced military duty, industry leaders and fans insist, have also made young South Korean men among the buffest in Asia. Most important, however, has been the South Korean entertainment industry's perfection of the strong, silent type on screen, typically rich, kind men with coincidentally striking looks and a tendency to shower women with unconditional love.

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