ABSTRACT
This chapter discusses how popular culture and tourism promotion have been pursued and implemented in national policies and how these policies have been perceived through a comparative study of Japan and South Korea, two leading exporters of popular culture and major tourism destinations in Asia. Through the analysis of secondary data such as policy documents and white papers as well as newspaper articles, the characteristics of popular culture and tourism in the two countries from a policy perspective are systemically compared to ascertain what commonalities and/or differences are created and observed and how they affect each other. These queries are examined using a comparative and cross-case approach. The chapter reveals the dynamic characteristics of policies that result in the combination of popular culture and tourism.
