Overall, this book aptly witnesses and documents that the Korean Wave in South Asia keeps going strong, both practically and academically. It is one of the most welcome contributions to Hallyu studies, in particular, in relation to our current emphasis on the increasing role of the Global South. Scholars in other regions, including East Asia, South America, the Middle East and Eastern Europe will greatly appreciate this effort, and I hope that the publication of the book will eventually provide significant momentum for media and cultural studies scholars to develop their own works to discuss local, national and regional specificities of the Korean Wave, and in general, shifting cultural flows in the global sphere. The readers of the book, whether they are media scholars and cultural studies researchers or those who are interested in the Korean Wave in the global context more generally, will be able to think over regional integration and collaboration, as well as their implications.