This book sheds light on the core concept of “Platform Hallyu” from multiple perspectives. The author introduces the concept in earnest, proposing that Hallyu (the Korean Wave) should be understood not merely as a set of cultural “contents,” but as a process of cultural production and distribution—that is, on the level of the “platform.”

It also draws attention to transboundary phenomena such as the “Hallyu without Korea” and the “Invisible Hallyu,” arguing that these reveal the limitations of traditional Hallyu discourses based on the nationality or cultural origin of content. In doing so, the author emphasizes the need to pay attention to new modes of cultural influence that operate through the medium of platforms.

Furthermore, by examining how local Korean platforms expand into global markets, the book analyzes how the innovations of local platforms interact with global cultural flows and how new cultural ecosystems, labor dynamics, and user experiences emerge in this process. Platform Hallyu thus offers valuable insights for understanding cultural transformation in the age of platforms.

Presenter: Seongmin Lee (Korea National Open University)
Discussants: Dal Yong Jin (Simon Fraser University), Ayoung Kim (KOFICE)
Moderator: Jiyoung Suh (Center for Hallyu Studies, SNUAC)