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Gangnam Style: How a quirky South Korean hip-hop artist conquered the world

Gangnam Style, a peculiar South Korean hip-hop video that lampoons a trendy district in Seoul, has become an unlikely global hit.

PSY - Gangnam Style
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South Korean rapper PSY's "Gangnam Style" video has 220 million YouTube views and counting, and it's easy to see why. No Korean language skills are needed to enjoy the chubby, massively entertaining performer's crazy horse-riding dance, the song's addictive chorus and the video's exquisitely odd series of misadventures.

Beneath the antic, funny surface of his world-conquering song, however, is a sharp social commentary about the country's newly rich and Gangnam, the affluent district where many of them live. Gangnam is only a small slice of Seoul, but it inspires a complicated mixture of desire, envy and bitterness.

Here's a look at the meaning of "Gangnam Style" — and at the man and neighborhood behind the sensation:

THE PLACE:

Gangnam is the most coveted address in Korea, but less than two generations ago it was little more than some forlorn homes surrounded by flat farmland and drainage ditches.

The district of Gangnam, which literally means "south of the river," is about half the size of Manhattan. About 1 percent of Seoul's population lives there, but many of its residents are very rich. The average Gangnam apartment costs about $716,000, a sum that would take an average South Korean household 18 years to earn.

The seats of business and government power in Seoul have always been north of the Han River, in the neighborhoods around the royal palaces, and many old-money families still live there.

Gangnam, however, is new money, the beneficiary of a development boom that began in the 1970s.

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