Fan Entrepreneurship: Fandom, Agency, and the Marketing of Hallyu in Israel

  title={Fan Entrepreneurship: Fandom, Agency, and the Marketing of Hallyu in Israel},
  author={Nissim Otmazgin and Irina Lyan},
  journal={Kritika Kultura},
While the overall majority of Hallyu research has looked at the way fans consume Korean popular culture and how it influences their identity, this paper focuses on the way these fans serve as effective agents for marketing Hallyu and how their fandom empowers them to explore new business and social opportunities. Focusing on what we call “fan entrepreneurship,” this paper examines the evolvement of fan communities in Israel and their role as cultural agents transcending different cultural and… 

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