Hallyu has persisted long enough to attain the stature of a major influential cultural phenomenon. Yet the primary locus of exchange appear to be discourses and dialogues produced by Koreans and Western appreciators. What this state of affairs overrides is the reality that the first area of impact of contemporary Korean popular culture is the region immediately outside Korea (and East Asia): the Southeast Asian region. In order to ensure that Koreans and Southeast Asians attain a condition of mutual understanding, scholarship on hallyu vis-a-vis its Asian audiences will have to be facilitated and encouraged.