This book explores in detail how the extraordinary global success of Korean pop music ¿ K-Pop ¿ has been received in Europe. Focusing on the United Kingdom, Germany and Austria, it discusses the motivations and characteristics of K-Pop fans, examines the role of new media, cultural polices and global creative industries, and relates K-Pop fandom to the multicultural and cosmopolitan milieu of much of Europe. The book concludes by assessing how far K-Pop fandom is part of a new global popular youth culture.