K-pop: From Marketing Tactics to Collective Idolisation

The “Korean wave” (Hallyu) has taken the world by storm. Not only has it entered globalised consumer culture, it has become a strategic export commodity.  But what makes the Korean wave so globally accepted? And what has helped turn this restoration and reinvention of South Korean culture into such a staggering phenomenon? How does it disrupt the traditional marketing tactics?Continue reading K-pop: From Marketing Tactics to Collective Idolisation