Introduction

This chapter addresses the fundamentals of the book, including the overarching question of why Hallyu matters. The chapter defines Hallyu as a global cultural wave and presents the discussion topics, contexts, and major approaches to the subjects that will be covered in later chapters. The chapter illustrates how the Korean Wave can be compared with other transnational cultural flows, such as Japanese popular culture, in overseas markets. It also emphasizes the ways in which digital technologies have influenced both continuity and change in the Hallyu ecosystem.