Contents List of Figures and Tables Abbreviations Notes on Contributors Introduction: The Sun of Pop Culture Rises in the East--Towards an Alternative Cultural Globalization Vincenzo Cicchelli and Sylvie Octobre Part 1 When East Asian Pop Culture Goes Global1 Globalization of the Korean Wave: New Perspectives Dal Yong Jin 2 On the Alternativeness of East Asian Media Culture: Critically Engaging with Cross-Border Dialogue Koichi Iwabuchi 3 Fostering Alternative Culture: Puppets and Puppet Masters in the Global Film Industry Jimmyn Parc 4 Chinese Cultural Investments in the Belt and Road Initiative Nashidil Rouiaï 5 The Globalization of South Korean Cultural Production in the Era of Platforms: The Case of Kakao and Naver's Webtoon Business Taeyoung Kim 6 Redefining Virtual Spaces: The Influence of Chinese Aesthetics and AI in the Metaverse Vincenzo De Masi Part 2 Varieties of East-Asian Soft Power7 Ceci n ' est pas du Soft Power : Criticalities of East Asian Creative Output in Europe through the Cases of Japanese and Chinese Animation Marco Pellitteri 8 The Use of Cinema in the Soft Power of East Asian China, Hong Kong, Japan, South Korea and Taiwan Frédéric Monvoisin 9 'Cool Japan' Policy: Missed Opportunity or Illusion? Nobuko Kawashima 10 Effective Chinese Soft Power?: China's Film Strategy in Rivalries with the US Caleb Moïse 11 The Soft Power of Hard Cash: China and the (Re)Making of American Popular Culture Lane Crothers 12 China's Image Building in the 21st Century Xiaoling Zhang 13 Politicizing Korean Pop Culture: Hallyu as a Policymaking Metaphorical Tool Dongjoon Lee Part 3 Intermediaries14 Festivals and the State: From the Legitimation to the Commercialization of South Korean Cinema in the Global Space Eunyoung Won 15 Japanese Contemporary Art Presence in Europe from Diffusion by The National Center of Visual Arts (CNAP) Harumi Kinoshita 16 Staging Globalized Japan in the UK: Producing and Consuming Japan through the Hyper Japan Festival Christopher J. Hayes 17 A Discovery of Japanese Popular Culture without a User Manual: The Arrival of Toei Animation Series in France Mathieu Gaulène 18 The Distribution and Reception of Japanese Animated Series on French Television (1978-1997) Marie Pruvost-Delaspre Part 4 Narratives and Reception19 Notes from Hong Kong: Global (Youth) Culture in Flux in the 20th and 21st Century Cindy Hing-Yuk Wong and Gary W. McDonogh 20 The South Korean Comics, a Platform for Societal Issues Benjamin Joinau 21 Global Reception of Chinese Games Narratives Gabriele Aroni 22 The Glocalization of K-pop for Self-Empowerment: East Meets West in Philadelphia A. Stefanie Ruiz 23 The Aftermath of the Korean Wave: K-pop Fandom(s) Facing a Shift from Sub-culture to 'Mainstream' Mathieu Berbiguier 24 Digital Learning by Manga and Anime Fans in France: A Historical and Biographical Approach to Global and Informal Transmission Olivier Vanhée General Conclusion: East Asian Pop Culture on the Move Vincenzo Cicchelli and Sylvie Octobre.