The new book from Lee Eun-Jeung deals with phenomena that characterize Korean society in the 21st century. It shows how food culture has developed and what strategy has been devised for promoting Korean food on the world market. The treatment of beauty (K-Beauty) is examined as a social phenomenon, as are the views of the Korean media on the success of Korean popular culture abroad (hallyu or Korean Wave). It also takes a look at the self-perception of Koreans.