Hallyu Through the Grassroots: Experiences of Kugak in Europe and Beyond

As the popular culture-driven "Korean Wave" (Hallyu) continues to gain attention worldwide, many attempts have been made to incorporate various other aspects of Korean culture within it, including traditional Korean music (kugak). Thus far, most top-down cultural policy has continued to focus on the initial contact with kugak rather than encouraging more in-depth engagement. However, local grassroots efforts have begun to develop into dedicated aficionado groups, who are not only expert listeners but also beginning to foray into performance. Addressing the case studies of the Francophone p'ansori (sung storytelling) scene and the K-Community Festival, I explore the potential for the kind of in-depth engagement seen at the grassroots level to also be employed on the cultural policy level.