Kim Yoon-mi reveals the role that social media plays in the spread of K-pop, especially its use by Korean agencies, and fans.
This makes sense. Because international fans do not have access to Kpop directly from Korea, the internet fostered the kind of fan activity that increased the popularity of Kpop worldwide. Kim also points to how this translates into profits for the agencies and their artists, which counters the conventional wisdom that such activiites diminish profits.
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High Yellow - Asian Popular Culture 