The Reterritorialization of Mexico City’s Koreatown, ‘Little Seoul,’ through the Overseas Popularity of Hallyu
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This paper looks at how the rising popularity of South Korean popular culture in foreign countries, known as Hallyu, influenced a reterritorialization of Mexico City’s Koreatown, ‘Little Seoul.’ In this study, reterritorialization is known as process of the possession of space by a new social group. Since its initial development in Mexico City during the mid-1990s, Little Seoul was traditionally described by the Mexican locals as a relatively closed society. However, with Hallyu’s increasing popularity among Mexican youths, the neighborhood has slowly started welcoming non-Korean consumers. Three types of actors are considered in this research: Korean residents and small business owners of Little Seoul; Mexican consumers; and social media. The purpose of this study is to demonstrate, through qualitative methods, how popular culture creates an opportunity for the reterritorialization process of an ethnic enclave to not only change its physical boundaries, but also allows it to expand towards other dimensions, such as cyberspace. Although the present study serves as but an introduction to a more detailed future research study, its results indicate the possibility of emerging arenas for future (re)territorialization processes to be carried out, such as places and spaces that transcend from the physical to the virtual dimensions.
Abstract
This paper looks at how the rising popularity of South Korean popular culture in foreign countries, known as Hallyu, influenced a reterritorialization of Mexico City’s Koreatown, ‘Little Seoul.’ In this study, reterritorialization is known as process of the possession of space by a new social group. Since its initial development in Mexico City during the mid-1990s, Little Seoul was traditionally described by the Mexican locals as a relatively closed society. However, with Hallyu’s increasing popularity among Mexican youths, the neighborhood has slowly started welcoming non-Korean consumers. Three types of actors are considered in this research: Korean residents and small business owners of Little Seoul; Mexican consumers; and social media. The purpose of this study is to demonstrate, through qualitative methods, how popular culture creates an opportunity for the reterritorialization process of an ethnic enclave to not only change its physical boundaries, but also allows it to expand towards other dimensions, such as cyberspace. Although the present study serves as but an introduction to a more detailed future research study, its results indicate the possibility of emerging arenas for future (re)territorialization processes to be carried out, such as places and spaces that transcend from the physical to the virtual dimensions.
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