Like a huge cultural tsunami, a 'Korean wave' of pop music, movies and TV dramas has swamped youth entertainment in Asia. The phenomenon has baffled many observers, both here and elsewhere in the region. But according to a cultural studies scholar, it simply all comes down to the desire for something new. 'People always want interesting new products. And young people want a new cultural product, too,' said Cho Hae-joang, a sociology professor at Yonsei University, in Seoul. She was speaking at a symposium on contemporary East Asian popular culture organised by Lingnan University. 'Cultural products from Korea, are now a hit even though they are still at an emerging stage,' said Professor Cho. A rising number of young Hong Kong people now go not only for Korean music, films and TV series but also idolise Korean entertainment stars. Professor Cho said as people became interested in Korean products, a 'pop culture', or Korean mania, would develop. The existence of Internet sites on Korean culture, the playing of Korean music on radio, TV series and the development of special events enabling fan clubs to visit Korea, have helped in fostering the new culture's popularity.