Bridging Cultures Through K-pop: NCT, Identity Formation, and the Global Cultural Politics of Fandom

Abstract

This thesis examines how transnational entertainment brands shape identity and belonging through a case study of NCT, a modular K-pop group under SM Entertainment. Drawing on ethnographic fieldwork in South Korea and the U.S., and 36 interviews with fans and industry professionals, the study explores how NCT’s decentralized structure, multilingual content, and visual branding enable regionally tailored fan engagement. Focusing on Korean and Asian American fans, it investigates how fans interpret NCT’s music, fashion, and subunits as tools for cultural connection, self-expression, and diasporic pride. Findings suggest that NCT operates not just as a musical act, but as a flexible platform through which fans emotionally engage, negotiate identity, and construct meaning. By centering fan perspectives, this thesis contributes to the sociology of music, diaspora studies, and media globalization, arguing that K-pop brands like NCT offer infrastructures for global fans to co-create cultural belonging across borders.