From the popularity of Turkish TV soap in South America to France’s obsession with manga comics, discover the unique ways cultural diffusion occurs across the globe
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The world is more connected than ever. From the smartphones that keep us tethered to news happening thousands of kilometres away to music that transcends country borders through streaming services, the information and cultures we have access to have never been so plentiful.
The internet has certainly helped proliferate the spread of ideas, cultures, and ways of living (known as cultural diffusion), with influences from one country transposing onto another.
While we may encounter countless examples of cultural diffusion every day in our own lives – from the restaurants we dine at with cuisines from all corners of the globe, to the pop culture references we collectively enjoy – here are more unique examples you may not have heard of before:
1) Flamenco in Japan
Although the dance has its roots in Spanish culture, flamenco has found itself with a strong base thousands of miles away in Japan. The dance has been popular there for the last century – so much so that Japan is often coined as the ‘second’ mother of flamenco – and its following is greater than any other nation outside of Spain.
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The dance first sparked interest after two Spanish films, El Amor Brujo and Andalusia, were released in the country in 1929, along with the arrival of Spanish flamenco artists on Japanese soil. Following this, performance venues for flamenco were created – now, approximately 50,000 students study flamenco in the country across 500 flamenco academies.
2) Turkish TV dramas in South America
Turkish TV dramas have grown exponentially in popularity in South America over the last few years. One show known as ‘Sefirin Kizi’ (The Ambassador’s Daughter) reached more than 9.2 million total monthly viewers back in 2021 among Latin American audiences.
In particular, countries including Argentina, Venezuela, Mexico and Ecuador enjoy these dramas, known as ‘dizi’ in Turkish.
It’s not just South America that these dramas have become firm favourites. Across the world, between 2020 and 2023, demand for Turkish series grew by 184 per cent. As such, the country is the third-biggest exporter of scripted series in the world, only behind the US and UK.
3) African heavy metal bands
In the early 1960s and 1970s, the genre of heavy metal grew in the UK and US. But hard rock and metal scenes have also grown in a range of African countries – Botswana, Kenya, Ghana, South Africa and Togo, in part thanks to the internet.
African heavy metal bands have a unique twist on the genre, writing lyrics that draw attention to the importance of social justice and celebrate African heritage and traditions. One such band is Overthrust, from Botswana, who performed at the world’s largest heavy metal festival, Wacken Open Air, in Germany back in 2016.
4) South Korean cosmetics in the US
The rising popularity of South Korean beauty cosmetics, also known as K-beauty, is another example of cultural diffusion in recent times, with products heading in droves to US markets.
It is primarily skincare products that drive the K-beauty craze – from serums to moisturisers and face masks – but other cosmetic products including body care, hair care and fragrances are now being developed further by the industry.
In the first four months of 2024, South Korea was the top US imported cosmetics market share, with exports valued at more than $477 million.
Amazon and TikTok have helped to drum up even more attention to K-beauty products – on TikTok, searches for ‘Korean skin care’ rose 180 per cent year-on-year in 2023, while Amazon.com saw a 78 per cent revenue jump on K-beauty products in the same period. All of which to say, social media plays a big role in cultural diffusion across the world.
5) Japanese manga in France
Manga – a style of Japanese comic books and graphic novels – is a firm favourite in France. In 2021, 55 per cent of all comics sold in the country were manga.
France has possessed a long-term interest in Japanese art and design, stemming from the late 19th century when trade resumed with Japan for the first time since about 1600. As illustrated books, ceramics and textiles came to Europe from Japan, countries – and in particular, France – were inspired by this type of artwork, and began to incorporate such designs into their own practices. This movement was known as Japonisme.
Combined with France’s strong culture of bande dessinée (French and Belgain cultures), it is easy to see how manga has captured the cultural attention of the modern-day French public.
6) Ska music in Indonesia
Another musical example of cultural diffusion is that of ska – a genre of Jamaican pop music – heading to Indonesia.
So popular is ska in Indonesia that ‘Indonesia ska’ has become its own sub-genre, with the music typically featuring an upbeat tempo, horns and traditional Indonesian instruments.
During the COVID-19 pandemic, a virtual ska festival dubbed ‘Skarnaval’ was held, with more than a dozen Indonesian ska bands performing from regions including Jakarta, Bali and Semarang.
