K-Invisible: Why Technology and Tik-Tok Bring us no Closer to the Reality of Korea – p. 113

Recently in describing South Korea in every aspect, every product and every cultural value, the letter “K” reigns supreme, and has become the indisputable symbol of cultural significance. In fact, the South Korean government uses it, companies use it, social media uses it, and even academics use it. It is a special letter, which has taken on a somewhat omnipresent presence, representing an emblematic talisman not only for South Korean culture but for the entirety of its being. In a world consumed by branding strategies and an incessant hunger for novelty, this symbol has become a powerful tool of distinction used with the aim of fascinating an audience intoxicated by the charm of the unknown: K-this. K-that. K-everything. 

Th letter “K” in today's Korea is part of the Korean collective narrative, not simply to differentiate itself from Japan and China but above all to demonstrate their patriotism in the world. Today the “K” has numerous meanings in all its various forms and manifestations. This contribution aims to present an excursus on the hallyu phenomenon (Korean wave), and to analyzes the diffusion of Korean culture in the world from a critical perspective. The difference between true reality and perceived reality is a central idea explored in this work. 

Although social media and digital communication can show us parts of the world, which would otherwise remain hidden, they also encourage extreme and exaggerated views, which present a distorted view of reality, using the concepts of generalizations and stereotypes. This work attempts to explore whether the continued popularity of exaggerated portrayals of Korea in the media may influence the country's true reality.