From Subculture to Global Culture: The Evolution of Korean BL

This study examines the historical and cultural trajectory of Boys’ Love (BL) as it evolved from a subculture into a mainstream phenomenon, and subsequently into a significant element of global popular culture, in conjunction with the changes in media environments. By situating BL within the broader dynamics of contemporary media, the study traces its transformation from fan-driven, niche communities to an internationally recognized cultural product. Through an exploration of the interplay between media commercialization, platform diversification, and cultural hybridization, it analyzes how Korean BL has strategically positioned itself within the global market, incorporating distinctive local attributes, such as soft masculinity, while adapting to diverse international audiences. This research draws on historical analysis, industry case studies, interviews with BL drama producers, and fan discourse to illuminate the factors driving BL’s global appeal, thereby contributing to a deeper understanding of the evolving relationship between media development, cultural adaptation, and the globalization of Korean popular culture.