DESPERATELY SEEKING EAST ASIA AMIDST THE POPULARITY OF SOUTH KOREAN POP CULTURE IN ASIA

This study questions the term ‘East Asia’ by investigating its usage in South Korean mass media and academic discourse about the Korean Wave and by reframing the Korean Wave as a source of new definitions of the cultural geography of East Asia and East Asian sensibilities instead of its current designations as either an empty signifier or a profitable market. Reframing the Korean Wave as a set of seminal iterations of East Asian pop culture includes its multiplicity and historicity, which enables the delineation of the cultural geography of East Asia as neither a unilateral nor fixed topography but rather something that is constantly re-imagined via pan-Asian pop cultures, materialized through actual encounters, and re-invented through shared historic pasts and modernizing desires. Examining East Asian pop culture also helps to illuminate current structures of feeling in East Asia (‘East Asian sensibilities’). The study concludes with suggestions for future collaborative works and theoretical endeavors, which are imperative for the establishment of East Asian pop culture as an object of analysis.