Globalized cultural identities and authenticity: soju as a culturally defined boundary object

This paper explores the changing semiotics of soju, a Korean alcoholic drink, as it moves across cultural borders and becomes re-localized in Melbourne, Australia. Soju is conceptualized as a culturally defined boundary object – an item that is indexically tied to a specific culture that is recognizable across contexts but still able to accommodate different practices. The study analyzes how soju, while undergoing a process of universalization and regionalization, acts as an authenticator of an emergent, globalized Korean cultural identity. The universalization of soju involves an erasure of the “original” semiotics that index specific local practices, and a shift towards the semiotics of palatability, evident in the dominance of flavor, the use of English language, and iconography. This universalization is accompanied by a regionalization of soju, as observed in its emplacement in public spaces, signifying its association with a specific national identity. The paper examines how, through these changing semiotics, culturally defined boundary objects are used to authenticate an idea of cultural identity, albeit one significantly changed in a new, superdiverse context. The study concludes by discussing the chronotopic nature of authenticity, highlighting how the perceived authenticity of soju depends on individuals’ familiarity with its original context and practices.