Building a Cultural Superpower: The Impact of South Korean Popular Culture in Romania

In this article we aim to present the ways in which listening to K-pop music influences consumer behaviour. We examine how South Korean cultural exports have been adopted in Romania, but we also weigh the gender-wise benefits for the consumer. The theoretical framework is centered on the effect of K-pop music and deals with key-concepts such as gender, globalisation, hybridity, and influence. The methodology is mainly qualitative, as data were collected through telephone interviews. Our findings show that K-pop music has a major impact on the purchasing decisions and lifestyle of Romanian fans of South Korean popular culture.