I am curious .
Many countries have Bitcoin ATMs.. In Australia we have several, particularly in Melbourne and Sydney
Awareness is certainly an influence but its not everything, its just the first step..
Many of my friends and family are "aware" of Bitcoin and cryptocurrencies but only a small percentage of them are actually adopting/using it.
And regarding the mall in South Korea, its a positive step on a local level but certainly not the reason Bitcoin has experienced the recent boom it has. There are MANY other contributing factors, with the most significant being futures trading, as others have already said.
IMO, right now its the price and bullish growth of Bitcoin that getting all the attention.
Do you think as many people would give a shit if the value wasn't so high? They wouldn't...