Korean Wave: Storytelling and the Re-Invention of a National Culture: A Transmedial Perspective

Over the past few decades, the Korean Wave has gained worldwide recognition. This phenomenon is not the result of a happy overnight accident, but rather a national branding campaign promoted by the Korean government to restore the image of the country on a global scale. The emergence of smartphones and convergence culture have caused a shift in society that has given rise to the "snack culture." As a result, transmedia storytelling has gained prominence in Korean narratives, mostly due to its spreadability and its capacity to reach various audiences through a variety of platforms.