This book is a systematic investigation of Korean cultural wave in South Asia, discovering and analysing the dynamics of fandom, mechanism of media industry and growing phenomena of Korean culture in this part of the world.

Section 1: Fandom and Youth.- Chapter 1 Looking at Fan Identity: The Bangladeshi K-pop Fan.- Chapter 2 Korean Dramas in India - Viewership, Aspirations and Consumerism: A Reception Study among Indian Youngsters.- Chapter 3 Youth and popular culture: Korean Wave in India’s North East.- Chapter 4 The ‘hallyu’ fandom in and around Kolkata: an ethnography of the affective and listening experiences of k-pop fans.- Section 2:  Digitalization and Sub-Culture.- Chapter 5 Fandom, Mediated Culture and Re-imagining Identity: Exploring the Hallyu Wave in South Asia.- Chapter 6 Reading K-Pop Memes on Social Media through a Gendered Perspective: The Case of Darjeeling and Kalimpong.- Chapter 7 Understanding Korean Wave through the lens of BTS fandom in India: A Study of Thematically Analyzing the BTS’ Music Content and Response of Indian Fans to BTS’ Music.- Section 3: Glocalization and Cultural Adaptation.- Chapter 8 Adapting Korean Cinema in Indian Way.- Chapter 9 Spinning The ‘K’ yarn: the thriving media cottage entrepreneurship of Mizoram.- Chapter 10 From the reel to the real: a sociological analysis of Korean dramas.- Chapter 11 The Hallyu Phenomenon in Sri Lanka: Investigating the Socio-cultural Dynamics.

This book is an exclusive collection of essays based on empirical investigation of Korean cultural wave in South Asia. Scholars from across the borders discover and analyse the dynamics of fandom, mechanism of media industry and growing phenomena of Hallyu or Korean wave from a transcultural communication approach. This edited volume is one of the very first scholarly intervention in South Asia that unravels the cultural practices of fandom, subculture and affective practices of the youth. It provides detailed understanding of transcultural flow in the age of internet, intermediality and interactive practices in the globalized mediascape. Thematically the book is divided into three sections, looking at the (a) interactive dynamic between media, identity and politics, (b) fandom and affective politics and (c) adaptation, cultural effects and co-creation. The book will contribute in the area of media and cultural studies, South Asian studies, global culture and politics, arts and humanities, social sciences and area studies. Chapter 1 is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.Ratan Kumar Roy is a Research Fellow at the Centre for Culture, Media & Governance, Jamia Millia Islamia, New Delhi. He is an affiliated fellow at All India Communication and Media Association, New Delhi and the editor-in-chief of SDG Newsletter published by SIMEC Institute of Technology, Bangladesh. Dr. Roy’s recent publications include Television in Bangladesh: News and Audiences (Routledge, 2021). His research interests are anthropology of media and communication, visual culture and South Asia. Biswajit Das is Professor and founding Director of Centre for Culture, Media & Governance, Jamia Millia Islamia, New Delhi. He has over three decades of teaching and research experiences in the field of theory, method and history of Communication in India. He is the founding President of All India Communication and Media Association in India. His recent publications include Gandhian Thought and Communication (edited, Sage 2020) and Caste, Communication and Power (co-edited, Sage 2021).

Investigates Korean cultural wave in South Asia with the key aspects of globalization, transcultural flow Contributes to Fandom studies in South Asia and beyond by extending the idea of transcultural communication Encourages interdisciplinary research and innovation by unfolding new conceptual and methodological perspectives

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