With humankind more interconnected than ever before, the development and modernization of nations has paved a path of cultural homogenization. Korea's national pop culture aesthetic was a reaction against the cultural imperialism they had experienced in the past. Through the implementation of strategic cultural policy and investment in "cultural industries," their established cultural identity has won the appeal of countries around the world. Ironically, mass appeal of Korean culture has led to the expansion of Korean markets and products - what could be interpreted as their own form of cultural imperialism.
Apart from government and industry involvement, the Korean culture phenomenon spreads and evolves with the people the champion it. With a cultural policy deregulated to focus more on popular interests and creative expression of Koreans, modern Korean culture is a direct reflection of its people: a unique mix of national values and talents, with some global influences. With a national aesthetic so heavily influenced by the people, it evolves with the tastes and preferences with all of Korea's markets. I believe that what makes this national aesthetic so successful is the loose definition of "Korean culture," which is flexible enough to persist and change with new generations.
As Korean pop culture changes to appeal to western markets, I'm curious how the western world will respond. With such diverse ethnic populations, the western world may have difficulty asserting a cultural identity.
Joo, Jeongsuk. "Transnationalization of Korean Popular Culture and the Rise of ‘‘Pop Nationalism’’ in Korea." The Journal of Popular Culture 44.3 (2011): 489-504. 2 June 2011.
Yim, H. (2002). "Cultural identity and cultural policy in South Korea." International Journal of Cultural Policy 8(1): 37-48.
Video Link: https://www.youtube.com/watch?v=zUDXj8REpAI
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