From Korean Wave to 626 Night Market: East Asian Branding and Soft Power in Los Angeles

• In Event: Global and Transnational Sociology Section Roundtables
  In Refereed Roundtable (60 minute): 7. Migration Experiences II

Abstract

This paper explores East Asian economic and cultural flows through a comparison and contrast of how immigrant place entrepreneurs have promoted Korean and Chinese national brands, cuisines and media in Koreatown and the Chinese San Gabriel Valley suburbs of Los Angeles. We found the Korean Wave (Hallyu) to be stronger than the Chinese Wave due to differences in U.S. geopolitical alliances and greater participation by the South Korean state in soft power nation branding initiatives. Koreatown leaders found the global city of L.A. more political welcoming while San Gabriel Valley Chinese leaders were met with place branding conflicts and local consumer resistance to Chinese brands amidst the loss all-American businesses. We explore how second generation Korean and Chinese American food and media entrepreneurs have promoted creative food and media sectors of ethnic economies appealing to ethnic consumers and increasingly to hipster consumers and cultural omnivores. We compare and contrast their significance as economic innovators and urban cultural ambassadors with varying levels of commitment to fostering community, inclusion or justice.

Authors

• Jan C. Lin, Occidental College

• Angie Y. Chung, University at Albany, SUNY