As hallyu, or the Korean cultural wave, goes, so do cultural studies of hallyu:
“As K-pop has grown in popularity, so has the study of K-pop, fueled in part by grants from Korean government-affiliated research institutes. Korea University’s World Association for Hallyu Studies, founded shortly after ‘Gangnam Style’ went viral, today has 28 chapters in 20 countries.
Despite the ivory tower resistance, K-pop scholars may be winning the argument as K-pop’s scholarly appeal spreads within the academic community.”
Sure. Why not. As much as I can’t stand K-pop, it’s as ripe a subject as any for cultural and gender analysis. Really, really ripe for the latter, actually.