Introduction : Popular culture and soft power in the social media age

This introductory chapter maps out the globalization of the Korean Wave popular culture in the digital social media age, especially focusing on the recent success of K-film Parasite, K-pop BTS and K-drama going global through streaming services such as Netflix. It addresses the multifaceted meaning of the Korean Wave at micro and macro levels and the process of media production, representation, circulation and consumption in a global context as a distinctive and complex form of soft power. Popular culture is a potent global force providing significant underpinning for the generation of high value and meaning for the nation at an unprecedented historic moment. As a pronounced example of the crossover of culture, economy and politics, the Korean Wave is seen to be an integral resource for the creation of a dynamic image of the nation through soft power.