An Alternative Globalization: Global Generations, Cultural Commodities, and Soft Power from East Asia to the World (Youth in a Globalizing World, 26)

Book info: An Alternative Globalization: Global Generations, Cultural Commodities, and Soft Power from East Asia to the World (Youth in a Globalizing World, 26) (Hardcover, 484 pages) – Brill, 2026. Language: English.

What do "The Way of the Dragon" (1972), "Mario Bros" (1983), "The Great Wall" (2016), and "Squid Game" (2021) have in common? These are the titles of cultural goods from East Asia. Following Hong Kong martial arts films and Japanese cultural products, South Korean pop culture is making its mark, while Chinese investment in digital industries is becoming massive. This volume plunges the reader into the discovery of this alternative pop culture by analyzing its historical dynamics, questioning the soft power associated with its success, examining the strategies put in place by intermediaries to favor it, and investigate its reception among global generations. Editorial Reviews About the Author Vincenzo Cicchelli, Ph.D., is Associate Professor at Ceped (IRD/Université Paris Cité). He has extensively published on youth, globalization and cosmopolitanism including The Sociology of Hallyu Pop Culture (Palgrave, 2021) (with Sylvie Octobre). He is co-editor of Global Youth Studies (Brill).

Sylvie Octobre, Ph.D., is Researcher at Deps (Ministère de la Culture) and Centre Max Weber. She has extensively published on culture, childhood and youth, and globalization, including The Sociology of Hallyu Pop Culture (Palgrave, 2021) (with Vincenzo Cicchelli). She is co-editor of Global Youth Studies (Brill).

Juhyun Lee, Ph.D., is Senior Researcher at the Institute of Social Science (Sogang University). Her research interests focus on culture, generations, and health, approached through an interdisciplinary lens connecting social theory and contemporary issues.