Welcome to the Global Hallyu Research Team. 
Hallyu originated in the late 1990s as a regional phenomenon and fan-based subculture in Asia, but has since evolved into a global cultural phenomenon. This transformation reflects not only South Korea’s changing global status, but also the universality of the social issues represented and articulated through Hallyu content. Recognizing the significance of this cultural shift, the Global Hallyu Research Team is committed to the following research priorities: 
First, we aim to advance theoretical discussions by analyzing how Hallyu, as a transnational cultural phenomenon, reshapes established global cultural theories. Hallyu is both a globally mediated phenomenon and one deeply rooted in specific contexts, and over time has generated a wealth of empirical case studies. Moving beyond the simple accumulation of case studies, we seek to theorize Hallyu scholarship so as to contribute to broader understandings of global cultural production and reception. 
We also endeavor to investigate, from an academic perspective, the processes through which intersubjective knowledge about Korea’s position and significance in the world is produced through Hallyu. 
To achieve these aims, we are establishing a global academic network, fostering diverse collaborative research, and supporting the development of the next generation of Hallyu scholars.