Psy, the K-pop sensation and king of YouTube views, achieved an uncommon level of success in the West. While he may be the best example of an Asian pop singer breaking through the so-called “bamboo ceiling,” Asian artists face an uphill struggle attracting support from English-speaking fans.

Every year, the trade magazine Drinks International puts out a list of the top-selling alcohols in the world, and in the category of spirits, there is one brand that more than doubles the sales of its closest competitor every year. Smirnoff, Jack Daniel's and Bacardi don't even come close. That top-seller is South Korea's Jinro soju, a clear spirit traditionally made of rice. It's about 20-percent alcohol and has a light, slightly sweet taste.

So what does that mean about the influence of Korean culture, the image of Korea and the popularity of Korean artists worldwide? Are the viral videos of PSY a testament to Korean soft power? Or reflective of the changing landscape of new media in which hundreds of millions of netizens decided to share this humorous music video by a ‘funny Asian guy’ with their friends?