But the cultural aspect that takes center stage here is the popularity of pop music, in this case K-Pop. This musical genre is clearly influenced by American popular forms of entertainment. In Korean music videos, you can see influences from Western hip-hop and pop music videos to American films. Artists often sing and rap in both Korean and English to create crossover appeal. Although the videos are full of Western influences, they also contain many local aspects. It's also important to note that the most popular music genre in Southeast Asia at the moment is K-Pop, not American pop. K-pop is now exported to China and Japan. This wave of Korean pop culture is called Hallyu (globalization studies)., 10