Despite the influx of Hollywood films and Japanese pop culture throughout the 1990s as well as the Asian Financial Crisis in1997, K-pop and K-dramas have now successfully attained fame domestically and have even spread commercially to Asia, Europe, Latin America, and North America. This process of localizing Hallyu and then subsequently globalizing it is what we call glocalization. Simply put, glocalization refers to a successful localization of a foreign global product so much that the original developers of that product want to import the local variations instead of their original version. Glocalization is therefore a highly proactive countermeasure to globalization. Hallyu’s success with glocalization demonstrates that the domestic Korean demand for high quality pop culture has brought about new types of competition that call for importing global pop content and simultaneously aiming to produce better quality versions than the originals.
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