He's rapped his way into the hearts of millions of fans worldwide, topping charts in the United States and Britain.
Now South Korean sensation Psy will visit Hong Kong for the first time. Psy, together with K-pop idol group Super Junior, will attend the Mnet Asian Music Awards on November 30 at the Convention and Exhibition Centre in Wan Chai.
Psy is proving a hot commodity even before he sets foot in the city. Concert organisers and shopping malls were hoping to hire him for promotional events. One industry player said it could cost up to US$700,000 to hire Psy (real name Park Jae-sang) to appear for about 30 minutes in a show at a mall.
His video and single, Gangnam Style, released three months ago, has been playing in Lan Kwai Fong clubs, topping pop music heavyweights on the Hong Kong Apple iTunes chart and inspiring parodies with its dance steps based on horse riding.
Director Wilson Chin Kwok-wai, of the Lan Kwai Fong movies, is among those who have joined the parody bandwagon.
"I quite love the style of Psy. He's funny and he's cute," said Chin, whose video has recorded almost 662,000 views since it was uploaded on October 11.
In Gangnam Style, Psy parodies South Koreans' adulation of the lifestyle in areas of Seoul south of the Han river, where people are seen as rich and trendy. The point of Gangnam style, the rapper says, is to "dress classy and act cheesy".
Hong Kong celebrities have infused the song with local flavours - Cantonese opera, wet markets, Mark Six, the Jockey Club and Cantonese slang.
Additional reporting by Jolie Ho