‘Gangnam Style What?’ explores the global phenomenon of the Korean pop song ‘Gangnam Style, ‘ examining its unprecedented success as a turning point in global cultural dynamics. The book delves into the song’s origins, its explosive popularity, and its lasting impact on popular culture and international relations. It highlights how this catchy tune became a powerful tool for cultural diplomacy, challenging traditional notions of cultural imperialism and showcasing the increasing multipolarity of global pop culture.

The narrative progresses chronologically and thematically, guiding readers through the song’s release, its viral spread on social media, and its reception in different countries. By analyzing ‘Gangnam Style’ as a case study in viral media and cultural globalization, the book offers insights into the interconnectedness of our modern world. It explores how digital platforms have transformed cultural dissemination and examines the song’s role in globalizing Korean popular culture.

Drawing on diverse sources and making interdisciplinary connections, ‘Gangnam Style What?’ presents a comprehensive exploration of how a single song came to embody the complexities of global cultural exchange in the 21st century. The book’s unique perspective and accessible prose make it valuable for readers interested in popular culture, global affairs, and the intersection of media and society, offering a deeper understanding of the forces shaping our interconnected world.