Abstract Hallyu , or the “Korean Wave,” has evolved from a regional phenomenon into a global force shaping media, consumption, and international perceptions of South Korea. As Korean cultural products circulate worldwide, they operate as instruments of soft power while being reinterpreted through local histories of race, gender, class, and nation. Moving beyond media and cultural studies approaches, this special issue foregrounds language and semiotics as central to processes of circulation, advancing a sociolinguistic and linguistic anthropological perspective on how Korean popular culture is localized, resemiotized, and negotiated across transnational digital networks. The contributions examine how mediatized discourse and diverse engagements with Korean genres shape the global circulation of Korean popular culture across linguistic, cultural, and ideological boundaries. Rather than treating hallyu as a homogenous export, the issue conceptualizes it as an ongoing set of projects in which various actors negotiate authenticity, modernity, and belonging, underscoring how language mediates global cultural flows.
Garza et al. (Mon,) studied this question.