This volume examines international engagement with Korean popular culture in East Asian online spaces, and how Asian identities are formed and perceived between nations within the region. In the context of global diversification and growing public participation in global issues, it builds up a new theoretical perspective in order to explain the emerging power of Asia in the global mediascape.With a focus on Korean media, touching upon K-pop and the phenomenon of Hallyu and anti-Hallyu, the author also looks at Japan, China, and Taiwan in this regional study.Combining theory with ethnographic audience studies in East Asian countries, the book elucidates East Asian media in a larger context of the changing global structure and media technology. This book will interest academics and students working on Asian popular culture and media, new media, East Asian studies, participatory media, and digital communication.