The emergence and growth of Hallyu are related to the tremendous transformations in Asia and the world in the second half of the last century. In this essay, I will reconsider the Korean Wave in light of Gangnam Style through a discussion of the complex nature of Hallyu and the factors behind the music video's US success and its ramifications for the Korean Wave. However, while Gangnam Style and Hallyu are intertwined, it is an over-generalization to assume that the global success of Gangnam Style means the global success of Hallyu, partly because of the complexities of the Hallyu phenomenon and the uniqueness of Gangnam Style itself. Delighted, many South Koreans seem to believe that Hallyu is not only real but now truly global and an indication of Korea's growing "soft power".
GANGNAM STYLE GIRLS TV
In South Korea, Gangnam Style's record-breaking success, together with Psy's many critically praised appearances on US TV programs, put it on a pedestal. The recent phenomenal success of Psy's music video "Gangnam Style" seems to have disproportionately moved the pendulum towards the proponents' side because it has been hailed as a compelling sign of global acceptance of the Korean Wave - the video, after all, quickly became the most-viewed YouTube posting. Proponents have praised, celebrated and sometimes over-evaluated the scope and influence of Hallyu, while skeptics have questioned its substance and durability.
SINCE ITS INCEPTION in the late 1990s, the cultural and social phenomenon known as the Korean Wave (Hallyu) has been subject to extensive discussion and debate, perhaps due to its unexpected emergence and staying power.
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