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Hallyu

Final Project
Mapping K-pop body language to start a cultural dialogue about the cringiness perceived by western audiences.

Collaborators

Est Crew Reverse Crew Alessandro D'Amico

We are here to talk about-k-pop, more precisely to talk about western audiences’ perception of k-pop that is literally a hate or love relationship. To better describe it, I’m gonna tell this personal story: during my college years I wanted to finish my path with a thesis regarding k-pop but I didn’t. I didn’t because I was scared of the idea of being judged by people because of that. Because k-pop is childish, it’s over constructed, idols (the singers) behave in a weird way.

Even if BTS have sold the same amount of album as Lady Gaga when it comes to “what kind of music do you listen to?” Even if you love it, you’re not gonna reply “k-pop”. Because k-pop is CRINGE and people who listen to k-pop are therefore cringe. Hallyu is for human lovers, to try to overcome that fear of being cringe, that fear of not being “cool enough”. It’s about comprehension and improvement. It’s a deconstruction of body language to start a cultural dialogue about cringness.

By providing consultancy services, Korean labels can gain insights into Western cultural norms and sensitivities, enabling them to tailor their visual content to better resonate with Western audiences. The consultancy provides training sessions with Korean record labels to analyze the body language used by k-pop performers. These sessions aim to explain how each gesture, expression, and movement carries specific cultural significance, helping labels better understand how their product is perceived abroad.

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