The Emotional Core of Hyperconsumption: Reciprocity and Self-realization Amongst Swedish Hallyu Enthusiasts
In just the last decade, the popularity of Korean cultural exports has skyrocketed, and fans are to be found everywhere from Seoul to Sweden. While the K-phenomenon is often conceptualized as a global force, engagement tends to be personal and emotionally charged. As such, involvement is closely interlinked with the process of self-realization. This paper visualizes consumption of Hallyu as the co
