I am currently working on a book manuscript based on my dissertation, “From Tradition to Brand: The Making of ‘Global” Korean Culture in Millennial South Korea”. The book traces the evolution of the contentious relationship between state and cultural producers in their efforts to instrumentalize national culture, an emerging developmental economy, and information technology to create a specifically South Korean image of “Global Korea”. I analyze literature, film, television, translation institutes, and cultural policy to explore the assumptions of cultural continuity and representation in a society moving from the idea of a homogeneous ethno-nation divided by the Cold War to a post-developmental multicultural global entity.