Asianizing K‐pop: production, consumption and identification patterns among Thai youth

Abstract

‘Asian Pop’ cultural products, which include a wide range of media artifacts such as film, music, television drama, comic books, magazines, websites and fashion, have emerged as a popular choice for youth in Asia in recent times. These cultural artifacts feature prominently in the lives of urban youth in major metropolitan centers throughout Asia. This paper examines how Thai youths have become consumers of Korean pop (K‐pop), following the trend of neighboring countries. The popularization of Japanese pop (J‐pop), Taiwanese‐pop and more recently, K‐pop, is welcomed by the Cultural Industry as a sign of expanding borders and as a major step towards expanding its Asian market. On the one hand, growing consumption and mainstreaming of Asian pop might become problematic due to the notion of cultural ‘McDonaldization’/standardization, in the future. On the other hand, perhaps nationalism and national ties will manage to overrule this projected standardization. This paper explores the Thai youth’s consumption of K‐pop in the process of cultural appropriation vis‐à‐vis their ‘national’ cultural formation in changing socio‐cultural contexts.