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?

This week on Kerning Cultures, we dive into the highly calculated forces behind the K-pop craze.

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