In a context where the Korean Wave (Hallyu) fervor has recently been waning, this study sought to explore strategies for revitalizing Hallyu by targeting consumers in Japan, the most profitable market among the countries where the Korean Wave phenomenon originated. This study empirically verified the flow from consumers' perception of Hallyu → favorable attitude toward Hallyu → favorable evaluation of cultural content products → purchase intention for consumer goods in the Japanese market. The verification was conducted targeting representative cultural content product categories including films, dramas, and DVDs, and the results are as follows. First, higher perception of Hallyu was found to lead to more favorable attitudes toward Hallyu. Second, the image of Korean people showed no significant relationship with attitudes toward Hallyu. Third, the image of Korea was found to have a positive effect on attitudes toward Hallyu. Fourth, attitudes toward Hallyu were found to have a positive effect on both the image of and attitude toward cultural content products. Fifth, the image of cultural content products was found to have a positive effect on both the attitude toward and purchase intention for cultural content products. Sixth, attitude toward cultural content products was found to increase purchase intention for cultural content products. Finally, attitude toward cultural content products was found to have a positive effect on attitude toward consumer goods products. This study proposes multifaceted tactics and strategies for the diffusion and spillover of Hallyu, and it is predicted that if diverse cultural content products are developed and marketed to overseas consumers based on these findings, this will ultimately contribute to increasing exports of consumer goods, Korea's flagship products.