The Korean Wave does not really exist

While this article attempts to address the varied uses of the term "Korean wave," it does not address the complex factors that go into the term.  It fails to define the Korean Wave itself, its links to multiple modes of cultural production, such as K-drama and Korean film. The Korean wave is more than a mere marketing tool; it is a phenomenon that has economic, cultural and political implications. Using Psy to make an argument about the Korean wave and its longevity ignores the 20-ish old years of music, television and film that make up the Korean wave, and the fact that K-pop was enjoying global popularity before Psy’s appearance. There needs to be more context provided to make these kinds of assertions about the Korean wave.