The Birth of Korean Cool

How One Nation Is Conquering the World Through Pop Culture (Expanded Edition)

By: Euny Hong

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Paperback | 19 August 2025

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352 Pages

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21.3 x 13.9 x 2.7

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A revised edition of this celebrated cultural history features a new afterword and three new chapters focusing on the global K-pop phenomenon BTS, as well as the Academy Award-winning film Parasite and the hit Netflix series Squid Game.

In this fresh, funny, and insightful cultural history, Euny Hong recounts how South Korea vaulted itself into the twenty-first century, becoming a global leader in business, technology, education, and pop culture. Along the way we meet teachers, cultural critics, Michelin-starred chefs, pop music superstars, and government ministers in charge of creating boy bands with highly synchronized dance moves. The strict rigors of the Korean education system now lead to a society that works and plays hard—with a Ministry of Culture that churns out movies, television dramas, pop bands, and video games exported throughout the world. The Birth of Korean Cool reveals how a really uncool country became cool, and how a nation that once banned miniskirts, long hair on men, and rock and roll could come to be known for its pop music and the smartphone in everyone's pocket.

This revised edition features a new afterword and three new chapters focusing on the global K-pop phenomenon BTS, as well as the Academy Award-winning film Parasite and the hit Netflix series Squid Game.

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