'Unique Korean ways' forged K-content's global success: Sam Richards

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Triggered by a wave of K-pop phenomena like BTS, the presence of Korean pop culture on the global stage has been stronger than ever, also seeing a surge in popularity in not only its entertainment content like films and series but also in fashion, video games and food. Sam Richards, a sociology professor at Pennsylvania State University, was one of the scholars who started paying attention to the Korean cultural wave, called “hallyu,” at least a decade before Korean cultural content was starting to appeal to people in other countries.


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