The Birth of Korean Cool
In 1985, a 12-year-old Euny Hong moved with her family from suburban Chicago to Seoul, South Korea. Not just any place in Seoul, South Korea, but a neighborhood known as Apgujeong — the wealthiest, most exclusive cluster of addresses in the Gangnam district. The Hongs, in short, went “Gangnam Style” 27 years before it was a thing. And when it comes to South Korean history — as with meme superstardom — three decades is a long time. Hong’s new book, “The Birth of Korean Cool: How One Nation Is Conquering the World Through Pop Culture,” loosely follows South Korea’s growth from the mid-60s, when the country’s per capita G.D.P. was less than Ghana’s, to now. Today, South Korea is the 15th-largest economy in the world. From Psy’s “Gangnam Style” video to the chips that Samsung furnishes for Apple’s iPhones, the book explores the confluence of factors that make for Korea’s pop-cultural perfect storm. Korea’s vitality lies in hallyu — a wave of cool so pervasive that P