The author grew up in Gangnam, the posh Seoul neighborhood in the viral video "Gangnam Style". She takes the reader on a look inside South Korea's world-wide increasing popularity. The phenomenon is cultivated by a government Ministry of Culture that produces movies, pop bands, video games and more. Euny Hong talks to teachers, cultural critics, pop music superstars, government minister and others about this cultural shift from really uncool country to the new cool rising star.