K-Pop part of plan to challenge US's cultural domination
20 August 2014 Last updated at 21:00 BST
There can be few people left in the world who have not heard of - or indeed danced to - Gangnam Style by the South Korean pop singer Psy.
The song became a global phenomenon, but it is far from the only cultural export from South Korea to win a vast international following.
And as Euny Hong, author of The Birth of Korean Cool: How One Nation Is Conquering the World Through Pop Culture, that success is no accident.
She talked to the BBC about the South Korean government's long-term project to influence foreign affairs through K-pop and dance moves with military precision.
Produced by the BBC's Regan Morris and Bill McKenna
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