K-pop Fans as Participants in South Korea’s New Public Diplomacy
DOI:
https://doi.org/10.54097/qndtq251Keywords:
K-pop, fans, new public diplomacy, participatory culture, soft power.Abstract
This paper is situated within the context of South Korea’s strategic deployment of its cultural industries as instruments of soft power and the concurrent global rise of digitally networked participatory fan cultures. It investigates how K-pop fans move beyond passive audiences to actively engage in South Korea’s new public diplomacy, shaping South Korea’s soft power and international image as non-state actors. The research employs a qualitative case study methodology to delve into two different yet complementary fan participation cases—BTS Love Myself Campaign and Kpop4Planet—to illustrate the breadth of fan participation in public diplomacy, from official humanitarian advocacy to grassroots environmental activism. The analysis reveals that through a combination of affect, digital media, and resource-mobilization, K-pop fans participate in South Korea’s new public diplomacy and translate their cultural affinity into tangible diplomatic outcomes, enhancing South Korea’s soft power influence and international image by projecting values of social responsibility and global citizenship. The paper concludes by suggesting the potential tensions within fandoms and the potential conflict between interests of fandom and state or corporate.
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