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This chapter considers the Korean Wave pop culture in the global Internet age and addresses the socio-cultural and political implications in their complexity and paradox within the context of global inequalities and uneven power structures. Why popular? Why now? Specifically, it discusses five related arguments: (1) A-ha! emotion, (2) everyday reflexivity, (3) precarious individualization, (4) pop nationalism, (5) diasporic nationalism and the Internet, while questioning the general assumptions of cosmopolitanism in the seemingly interconnected digital era. This discussion is based on my ongoing ethnographic/media studies in global sites (2005, 2008, 2011, 2012), as well as my previous work concerning the Korean Wave (2007).
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