In their famously influential 2003 book, The Kimchi Matters: Global Business and Local Politics in a Crisis-Driven World authors Marvin Zonis, Dan Lefkovitz, and Sam Wilkin used South Korea’s ubiquitous food as a metaphor for the necessity of understanding the unique local dynamics at work in a particular country or region. A decade later, South Korean recording artist Psy took the world by storm when the video of his hit single Gangnam Style became the first YouTube video to reach a billion views (and in 2014 two billion views). The single itself topped the charts around the world in December 2012. These two phenomena illustrate a paradox. On the one hand ...