This book is an exclusive collection of essays based on empirical investigation of Korean cultural wave in South Asia. Scholars from across the borders discover and analyse the dynamics of fandom, mechanism of media industry and growing phenomena of Hallyu or Korean wave from a transcultural communication approach. This edited volume is one of the very first scholarly intervention in South Asia that unravels the cultural practices of fandom, subculture and affective practices of the youth. It provides detailed understanding of transcultural flow in the age of internet, intermediality and interactive practices in the globalized mediascape. Thematically the book is divided into three sections, looking at the (a) interactive dynamic between media, identity and politics, (b) fandom and affective politics and (c) adaptation, cultural effects and co-creation. The book will contribute in the area of media and cultural studies, South Asian studies, global culture and politics, arts and humanities, social sciences and area studies.