The opposite has happened, says Dr Kaplan. After the cold war, as the world grew richer and more connected, says Marty Kaplan, a professor at the University of Southern California, many people feared that the West’s cultural dominance would keep growing and ultimately produce a global monoculture. From flappers to hip-hop, people looked to cities like London, New York and Paris for fashion, music and entertainment. Throughout the 20th century, cool was mostly a Western thing. But it is only part of a broader transformation. Besides music are films such as “Parasite”-which became the first film in decades to win both the Palme d’Or and a Best Picture Oscar-dramas such as “Squid Game”, and a bevy of fashion and beauty brands. Helped by government money and savvy marketing, South Korean popular culture has taken the world by storm. The strutting and pouting was directed not just at the screaming women in the stadium but also at cameras dotted around the stage, streaming the performance to audiences in other time zones. Songs were punctuated with banter and skits. With backgrounds in acting and dance, they are consummate performers. ![]() The band’s rotating membership are dewy-faced heart-throbs recruited from South Korea, China and America. ![]() Once the show began it was clear why Super Junior appeals to people around the world.
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