Hanyang University's Professor Yoon Sunny of the Department of Media & Communication recently published her book, "Social Media and Cultural Politics of Korean Pop Culture in East Asia," through the renowned international publishing house Routledge, as announced by Hanyang University on November 7.

In the field of humanities and social sciences, it is rare for a domestic researcher to publish a solo work with an internationally prestigious publisher, signifying a significant achievement that highlights the global stature of Korean cultural studies.

Through this book, Professor Yoon conducted in-depth research on the globally acclaimed Hallyu (Korean Wave) and K-pop from a cultural perspective. Furthermore, she approaches the globalization of K-pop and Korean popular culture within the broader context of changes in media environments and international relations.

The proliferation of social media presents both opportunities and challenges for K-pop. The globalization of K-pop is inherently dependent on the spread of social media, reaching regions and social strata neglected by traditional media, contributing to its success today. On the other hand, social media also exacerbates social conflicts and intensifies competition between nations.

In this context, the book focuses on the spread of Hallyu and K-pop fandom and the simultaneous emergence of Korean phobia and anti-Korean sentiments. Rather than discussing these phenomena in terms of binary opposition or normative perspectives, the author examines them in the social and cultural context faced by each society. She unravels these issues from the perspective of the cultural politics of international relations and the cultural practice underlying politics.

The author's ethnographic research on K-pop fandom in Korea, China, Japan, and Taiwan and the anti-Korean sentiment groups in neighboring countries attempts to illustrate concrete examples of new cultural practices in the changing media environment.

Professor Yoon Sunny hopes that her latest book will contribute to a nuanced understanding of the global growth of Hallyu and K-pop. Instead of being reduced to a mere result in the dominant economic or cultural industry, she envisions them being comprehended through a new perspective as long-term, sustainably growing platforms for cultural exchange.