In this paper, I examined the discourse surrounding the “Korean Wave, ” within South Korea media from 2001 till 2005. The cultural nationalist, the neoliberal, and the postcolonial camps were drawing the discursive terrain of the Korean Wave, sometimes clashing and at other times engaging each other in strategic compromises. The initial diverse discourses congealed and merged in their concentration on eco-nomic profit later on, which is indicative of a neoliberal turn in the 2000s Korea. The media technology revolution and global capitalism prepared the system for the manufacture of cultural products and circu-lation within Asia, and formed the coeval space of capitalist Asia. However, the diverse images and texts circulating within Asia were pro-viding new opportunities to construct an alternate consciousness through the sharing of popular culture. Non-Western societies which used to measure their modernities against Western standards entered the new stage of subject formation
