In the 1990s the " Hallyu ," or the "Korean wave" , transnational disclosure movement of South Korean TV series , films and pop music has spread to several countries in Asia. In the past decade , K - pop ( Korean pop music) , taking advantage of the expansion of digital media, has been the main vector for promoting " Halyu " in countries outside the Asian region . Currently, in Sao Paulo, young people compete in K-pop´s dance and singing contests in which they imitate ("do cover" ) the performances and clothing styles of the K - pop idols . These leisure contexts have become prime locations to the contact between young descendants of Korean immigrants and not descendants. Both of them experience in that context the aesthetic and moral values related to Korean pop songs. This research seeks to understand the practice of K - pop in São Paulo and its consequences for the young people involved in it, mainly from the perspective of music and consumption of goods related to that musical genre. Studying the experience of these young people, I seek to understand the process of local ownership of globalized musical genres and its developments in their lives. Music, dance, performance and consumption are brought to focus in ethnographies that cover these competitions and trainings conducted among these youths. Moreover, ethnography in online spaces also serve as a clue to the design of networks of friendship, conflict, trade and searches for native categories of this practice. Finally, I will adopt the production of audiovisual material as ethnographic strategy. Use this tool facilitates the exchange of views and information between the social actors and the researcher.
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