The present work deals with Korean culture in the Slovenian cultural context (collective and individual). I present the complexity of the mentioned cultural processes and the perception of belonging to a certain culture and study the concepts of primary and "adopted" culture through a world-wide phenomenon called "Korean wave" or "Hallyu". Throughout this thesis, "Hallyu" is defined as a transnational phenomenon, and I am interested in the recognition of Korean popular cultural content and their consumption among Slovenian consumers of different ages. I study these positions in more detail by analysing the meaning of "true Koreanness" (through a review of the literature and various definitions of modern perception of Koreanness) and "non-true Koreanness", which is the result of the Korean wave or hybridization of foreign and local culture. To answer the questions of why and how the process of accepting foreign cultural influences happens; formation or genesis of the subculture; and how belonging to a subculture affects the subject's environment, I use a combined qualitative-quantitative method and autoetnography. The research for this thesis leads me to the position of an agent of Korean cultural ideology and of »Hallyu« in Slovenia.
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