THE INFLUENCE OF ASIAN CULTURAL SPACE ON POPULAR CULTURE IN THE 21ST CENTURY

Abstract

At the end of the 20th century, scholars noted the transformation of Asian cultural practices and their adaptation to Western models. However, the situation has changed significantly: we are now witnessing the active influence of Asian culture on global popular culture. The purpose of the article – consists of analysing the Asian cultural phenomenon in the global popular culture of the 21st century, demonstrating the extent of the influence of Asian cultural practices on the mass culture of Europe, America and other regions of the world. Research methodology. In our study, we used an interdisciplinary approach. The use of systematic and analytical research methods, as well as an axiological approach, allowed us to determine the influence of Asian culture on popular culture in the 21st century, which is most clearly manifested in the European cultural space in the context of globalisation. This methodological basis corresponds to the essence of the problem raised by the authors. The scientific novelty – consists in systematising and updating the global influence of Asian culture using the example of music, cinema and visual arts. Conclusions. The analysis shows a gradual transformation of the role of Asian countries in the global cultural pro- cess – from a position of imitation and peripheral participation to the status of independent creators of contemporary art. In the 21st century, Asia has established itself as a new centre of cultural influence, covering various fields – from music, cinema and visual arts to digital industries. Its growing role is due to a combination of technological development, active use of internet platforms, the formation of powerful national brands and increased cultural self-expression, which attracts young audiences around the world. Although Western culture retains its influence, it is no longer the sole defining centre, as the contemporary cultural space is becoming increasingly polycentric.