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Korean Masculinities and Transcultural Consumption$
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Sun Jung

Print publication date: 2010

Print ISBN-13: 9789888028672

Published to Hong Kong Scholarship Online: September 2011

DOI: 10.5790/hongkong/9789888028672.001.0001

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Rain, Global Masculinity, and Singaporean Fans: Fly Anywhere, Click Anytime

Rain, Global Masculinity, and Singaporean Fans: Fly Anywhere, Click Anytime

(p.73) 3 Rain, Global Masculinity, and Singaporean Fans: Fly Anywhere, Click Anytime
Korean Masculinities and Transcultural Consumption

Sun Jung

Hong Kong University Press

This chapter looks at the ways in which South Korean masculinity is reconstructed through the global desires of Rain's Singaporean female fans. This reconstruction is evident in the mixed cultural practices between mugukjeok and pop-consumerism in Asia, during which new South Korean global masculinity is created and transculturally consumed. The chapter concentrates on how the driving force behind Rain's regional popularity is the newly constructed South Korean masculinity that he embodies, which is referred to here as global masculinity. It then describes how Rain has become globalized through examining the transculturation processes of Rain-making that are driven by turbo-capitalism and ssolim: glocalization, regionalization, and globalization. It is concluded that South Korean global masculinity, as represented by Rain, is reconstructed by Singaporean fandom, which is enabled by the transcultural flows that create mugukjeok global aspects, and by the trans-pop-consumerist desire of the fans that is derived from the newly emerging lifestyle of the new rich in Asia.

Keywords:   Rain, global masculinity, Singapore, South Korea, mugukjeok, pop consumerism, transculturation, turbo-capitalism, ssolim

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