The Hallyu, or Korean culture wave has never been stronger, with audiences growing increasingly receptive to subtitled and complex international content. But how can brands capitalise on this appetite for transnational television and make space for storylines that transcend a Western point of view?
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Dr. Sarah Son is a lecturer in Korean Studies at the University of Sheffield. Her current research interest is methods of monitoring and recording human rights abuses in North Korea, and she conducts and supervises research on themes including migration and diaspora, contemporary social movements, popular culture, international relations, nation branding, and identity, with a focus on both the Korean Peninsula and East Asia.
Satviki Sanjay is a journalist and K-drama enthusiast who writes on society, economy, gender, and pop culture in publications including The Indian Express, IndiaSpend, The Swaddle, VICE India, and more.
Adrienne Matei is a journalist for publications including the New York Times, Bon Appetit, Vanity Fair, The Globe, and The Guardian. She writes about the intersection of online and offline culture from Gen Zer Tik Tok trends to the digital afterlife.
