Wee Yang Soh

Korean popular culture (K-pop) is increasingly harnessed to generate complex sociopolitical movements beyond South Korea, highlighting its growing role not only in shaping entertainment preferences but also in driving global political discourse and activism. My project delves into the transformation of South Korean culture from a representation of shared history and ethnicity into a global medium facilitating diverse activities that are sometimes even unrelated to South Korea. This investigation focuses on South Korean “cultural translation” firms, pivotal in producing digital content for international audiences. By centering on the culturally and racially diverse employees of these firms, the project explores the convergence of professional visions, particularly their influence on shaping a culture centered around idol-images. Through year-long ethnographic fieldwork at a “cultural translation” company, this research aims to grasp the tensions between the industry’s portrayal of a unified Korean culture and its aspiration for decentralized, global presence. By examining the individuals and the concrete mechanisms involved in shaping a “global Korean culture,” this project seeks to shed light on an emerging model of “doing” culture that is increasingly embraced and replicated by other nations in the Asia-Pacific region.