Oppan Gangnam style! A series of accidents – place branding, entrepreneurship and pop culture

What is it about?

This study highlights the unintended consequences of a pop song, “Oppan Gangnam style,” a 2012 YouTube hit by Korean artist Psy (real name Park Jae-Sang) in what is arguably a series of accidents spanning three streams of literature – pop culture, entrepreneurship, and place branding. Using a storytelling approach, the study captures narratives of an attempt to lampoon the extravagant lifestyle of a place i.e. Gangnam District, but accidentally puts the community on the global map.

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