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'It's almost like a weapon': How the blonde bombshell has symbolised desire and danger Western culture, she says, has built a whole mythology around female blondeness − from religious iconography and fairy tales, to art and advertising − that has told specific stories about what it means to be blonde. In cinema's early years, comedies such as Platinum Blonde (1931) and Bombshell (1933), starring Jean Harlow, embedded concepts of the dazzling, devastatingly beautiful blonde into the cultural vernacular. "The idea that you're a bombshell, it's almost like a weapon," says Nead. "On the one hand, it is this kind of ideal, but at the same time, it's also threatening."   Before Harlow, there was another − more natural-looking − blonde on the scene: Mary Pickford, whose amber curls helped earn her the moniker of "America's Sweetheart". But while Pickford played the guileless girl waiting to be rescued, Harlow's peroxide blonde ...
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 From Squid Game to Blackpink, how South Korea became a culture powerhouse


Evan Barringer was 14 years old when he stumbled onto Full House, a South Korea romcom where two strangers are forced to share a house.

Sitting in his house in Memphis, he hit play assuming it was an Asian remake of a beloved American sitcom from the 1980s. It wasn’t until the third episode that he realised they had nothing in common save the name. But he was hooked.

That accidental choice changed his life. Twelve years on, he is an English teacher in South Korea - and he says he loves it here: “I have got to try all the foods I’ve seen in K-dramas, and I’ve gotten to see several of the K-pop artists in concerts whose lyrics I used to study Korean.”

When Evan discovered Full House in 2012, South Korean entertainment was a blip in the world’s eye. Psy’s Gangnam Style was the best-known Korean pop export at the time.

Today, there are more than an estimated 220 million fans of Korean entertainment around the world – that’s four times the population of South Korea. Squid Game, Netflix's most popular show ever, has just returned for a much-anticipated second season.

How did we get here?

The so-called Korean Wave swept the world, experts say, when the success of streaming met American-inspired production value. And Korean entertainment – from pop music and mushy dramas to acclaimed hits built around universal themes – was ready for it.

BTS and Blackpink are now familiar names on the global pop circuit. People are swooning over sappy K-dramas from Dubai to India to Singapore. Overseas sales of all this Korean content - including video games - is now worth billions.

Last month, after 53-year-old poet and novelist Han Kang won the Nobel Prize for her literature, online boards were full of memes noting South Korea’s “Culture Victory” — a reference to the popular video game series Civilisation.

And there were jokes about how the country had achieved the dream of founding father Kim Koo, who famously wrote that he wished for Korea to be a nation of culture rather than might.

As it turns out, this moment had been in the making for years.

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