Korean pop culture may not (yet) turn heads in Los Angeles or London, but its impact — economic as well as cultural — across the developing world is startling. First taking off in China and Southeast Asia in the late 1990s, but really spiking after 2002, Korean TV dramas and pop music have since moved to the Middle East and Eastern Europe, and now even parts of South America. “Gangnam Style,” a music video by the rapper/satirist PSY, has been viewed 292 million times since it was released in July. Since then he’s been welcomed with open arms, and has been spotted teaching several celebrities his iconic “horsey dance.”

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