Since 2012, Korean pop culture has captured the imagination of people across the Middle East: from K-pop and K-dramas to Korean-language classes and even to Korean fried chicken. It’s everywhere!

But how did we become so obsessed with a culture so different from our own? And how much do we actually know about how it spread to our region?

In this episode of “Kerning Cultures,” we dive into the highly calculated forces behind the K-pop craze.

*[Fair Observer is a media partner of the Kerning Cultures Network.]

The views expressed in this post are the author’s own and do not necessarily reflect Fair Observer’s editorial policy.